BUSINESS BLOGGING TIPS
Understanding How to Build a User-Friendly Blog Experience
At the top of the list, according to Econsultancy’s Jack Simpson, is the smart and effective usage of your on-screen real estate. Viewers don’t have any interest in reading a single block of text, so dissecting and partitioning your content is a must to make it more digestible. Simpson explains that both copious use of subheadings and “white space” helps enhance the logical flow of your content and ensures that the reader isn’t strained or confused by your blog layout.
“Some people might read the whole article, but many will just want to skim through and pick out the parts that are relevant or interesting to them.” – Jack Simpson, Econsultancy
Additionally, breaking up your content in this manner also helps your audience jump to the portions of the page that matter most to their needs and interests. In a perfect world, these viewers would sit down and hang on every word that your professional article writing services type out. However, the truth of the matter is that you’re much better off breaking things down and appealing to the significant portion of your audience that simply wants to dig into certain sections.
After you’ve reformed your individual blog page approach, it’s time to talk about developing a winning strategy for your blog as a whole. On this front, LinkedIn’s Jeff Smith suggests making it easy for your audience to find the good stuff. Specifically, Smith points to three major methods that deserve a spot in your blog system.
- Utilizing a search widget.
- Making interconnected content easier to find.
- Developing overarching resource pages.
A search widget helps users find tagged posts that relate to their needs and interests, all while cutting down on the time spent clicking through your site directory. As for interconnected content and resource pages, this is your brand’s opportunity to link back between related articles and posts within your blog domain. It might not seem like much, but for a reader who is binging on the content created by your professional article writing services of choice, having this structure in place goes a long way toward keeping this new member of the audience on site and engaged.
Promote Your Sharing Tools
Another big part of the user-friendly blog experience comes in the form of giving your readers the tools they need to help spread the word about your content. As Jacquelyn Smith of Forbes magazine explains, the easier you make it for these viewers to share your content, the more likely they are to tell others about the blog post in question.
Thankfully, adding this kind of functionality to your site doesn’t require a degree in computer programming. In fact, if you know where to look, there’s really not much to the process at all. A quick glance at the top of this page shows the social sharing integration offered by the Social Media Feather WordPress plugin. However, other options – like the Ultimate Social Media and Share Icons plugin – also fit this need; it all boils down to your unique preference. The big key here is that regardless of which sharing tool you use, you’re making a point to give your audience the tools they need to let others know about your high quality content.
Make Use of Signal Words
“Signal words help people to scan through your text and help people to grasp your main idea.” – Marieke van de Rakt, Yoast
While most of what’s been covered here has focused on technical details and structural choices, Marieke van de Rakt of the Yoast blog points out that the “signal words” used by your professional article writing services can help direct readers to interesting or key points within the blog post. Some of the most engaging and user-friendly signal words and terms to request from your content marketing team, according to van de Rakt, include:
- First of all
Naturally, there’s plenty of other terms and words that go into this approach, but this list gives you the basic idea of what to look for as you work with your team of content experts during the development and creation process of blog content.
Give Your Blog an SEO Review
Finally, van de Rakt suggests making use of the Yoast search engine optimization (SEO) plugin. This tool highlight the strengths and weaknesses of your blog content and structure, thereby helping to create not only a more user-friendly experience, but a post that is also more likely to rank higher with Google and the rest of the search engine world.
Covering everything from sentence structure to the use of subheadings and imagery, this plugin offers a helping hand for new and experienced blog owners alike. Obviously, Yoast is far from foolproof, but it definitely deserves a spot in your arsenal of tools and information that are designed to help generate a more engaging and inviting blog experience.
Creating a user-friendly blog is far from an easy task. If you’re like most people, before you read this guide, chances are you had no clue where to even start on this front. However, now that you’re well-versed on the finer points of revamping and improving the functionality of this part of your website, you can take the first step toward offering your readers the complete content marketing package – great blog content that comes in an easy-to-use and enticing format.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.