How To Write Engaging Blogs In 5 Steps

14 February 2018

Adi Young

Written by Adi Young | @adiyoung


Having an active blog will drive valuable traffic to your website. It will raise awareness about your brand and convert casual browsers into customers. To attract readers, however, blog posts should cover topics of interest to your target market and be engaging. In order for a blog to be effective, it must be regularly maintained. Posts should always offer readers value. Tips, special offers and ‘how to’ guides are all great for attracting, engaging and converting readers.

You don’t have to be a writer to have a blog. However, you will need to understand the principles of writing effective blog posts that enhance your overall online ‘offer’. Publishing content that grabs the attention and encourages people to want to know more requires skills that can be learned. This step-by-step approach to crafting content for a blog will have you blogging in just minutes. 

1. Drive traffic to your blog with great headlines

Nobody will visit your blog if they are not attracted to it by engaging headlines. In order to be effective, your blog must contain posts that have compelling titles - ones that tease people into wanting to know more. Use these pointers when you write a headline:
  • Ensure the headline grabs the reader’s attention.
  • Keep it short and snappy. No more than 60 characters.
  • Make sure you include the keyword so your blog post can be found in search engines.
  • Make sure it does not misrepresent what the blog post is about.

2. Write an engaging blog post

Ask yourself what your target market is interested in. Put yourself in their shoes and consider what is relevant to their interests. Once you have chosen a topic that will engage readers and promote your business, follow these simple steps when crafting your content:

  • Decide whether your blog should be written in the first or third person. Larger enterprises should always use the third person, while others may find a more personal tone more effective. For example, if you run a landscaping business or accountancy firm, writing tips in the first person makes sense. It will help you connect your brand on a more personal level. If, on the other hand, your enterprise is a B2B company, the third person will maintain consistency and professionalism.
  • Always be truthful and offer the reader valuable information. This will encourage them to trust your brand.
  • Always include a link to a product or contact page. You may also want to consider including a link to an outside source, ie a trade body or Government fact sheet, for example.
  • Always state your sources, if you are including statistics etc.
  • Keep sentences below twenty-five words and paragraphs short.
  • Break up your blog posts with sub-headings.
  • Be wary of infringing copyright. This is especially important if you are using images you, or your business, have not taken.
  • Invite readers to subscribe to your blog by email.

3. Design tricks for blog posts

Great blog posts include engaging images. How you format your blog will help guide the reader through your content. Making content easy to digest and aesthetically pleasing is important if you want to hold the reader’s attention and convert them into a customer. Consider the following:
  • Using an image before or right after the first or second paragraph.
  • Making the introduction slightly larger or bold.
  • Keep blog posts above 350 words.
  • Include an author byline.
  • Ensure the date of publication is shown.
  • Limit links, but always include two (use hyperlinks with highlighted text).
  • Write a caption for images used and, where possible, use some form of branding in an image.
  • Avoid using too much text on an image/graphic.
  • Always allow comments.

4. Keep your content fresh

Readers need fresh content, presented in different ways, to keep them engaged. That means, you must ensure your blog offers information in different formats. By varying your content, you ensure your blog is fresh and interesting. Consider the following blog types and rotate them to keep your readers happy:
  • How-to guides
  • Product reviews
  • Top tips
  • Special offers
  • News
  • Competitions
  • Favourites
  • Lists
  • Interviews

5. How to generate ideas for content

Vary your content and avoid revisiting the same topic over and over again. If you struggle to come up with ideas for your blog, look at what your competitors are doing. Don’t copy them, but think how you can develop their ideas into something new and exciting. Think ‘better’. Other ways of keeping your content fresh include:
  • Start an ideas file and use it to store resources. It will come in handy when you are stuck for something to write about.
  • Invite readers to suggest topics they would like you to cover.
  • Revisit popular topics, but from a different angle.
  • Find out what is trending on social media and Google and make it relevant to your target market.
  • Link a blog post to a product launch or special offer. Be careful to ensure the content is more than just a blatant plug.
If you can produce blog posts that engage readers, your business will benefit. It will see increased web traffic, more conversions and gain the trust of consumers. A good blog post can also build brand loyalty and valuable email lists.

Don’t think you can write a blog post? Think again. Happy blogging!

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