A blog on your business website can be an invaluable tool for growing your business. Having a place to write about your company where website visitors can also see products and services is never a bad idea. Plus, blogging on behalf of your business gives you content to share on social media sites, information to add to a newsletter and a resource to send potential and current customers to with questions. Blogging allows you to be a brand expert in your field and speak on your brand’s behalf, giving your audience the information they want to hear. So how do you create an incredibly read-worthy blog article? Here’s how.
Have something great to talk about
You don’t want to blog about just anything. You need to write articles that you know will be appealing to your audience. For instance, we’re writing this article because we have taught blogging classes that have filled up. We also work on blogs with our clients. And blogging often comes up in conversation with potential clients. We know blogs are important for us and for our clients. So writing an article about them makes sense. Your article is more than a catchy title. The information contained in the article needs to make people want to keep reading.
You can judge a blog by its title
Blog titles are so important. After all, if you can’t attract a reader to click on the blog, what’s the point? The title of your article needs to get your reader’s attention. Bloggers do this in many ways.
- Keep the title descriptive and specific, yet not too long (usually 5-7 words).
- Don’t make the title misleading.
- Use words that pull on heartstrings or emotions.
- Use numbered lists in articles.
- Try negative titles (The 5 Worst Social Media Mistakes You Can Make, for instance).
- Add your focus keyword(s) in your title.
- Make the title relatable.
- Have a clear target audience in mind for the article.
Remember a blog is a blog, not a journal entry. If you write something no one will understand or will relate to, they likely won’t click on it.
Break it up
You’re probably part of the norm and don’t want to or don’t have time to read a lot of content online. This is where headings, like the ones in this article, come into place. By breaking up the headings, it allows readers to skim the pieces of the article that they feel are most relevant. You usually want to keep your text under each heading or subheading to about 300 words or less. Blogs aren’t essays, so don’t write them like they are.
Talk to your audience
When you write a blog article, don’t address your audience as “they” or “them”. Keep the article geared so it sounds like your reader is being directly spoken to. In this article, we talk right to you. We want you to feel like it was written just for you. You should do the same when you write your articles.
Add photos or graphics
Since people are so visual and have adapted to seeing imagery everywhere online, add photos (at least a featured image) to your blog articles. This way, when you share it online it will already have a photo that matches when they get back to your website. It also makes the article more visually appealing when they land on your website so people will be more likely to read it. If your title doesn’t attract them, hopefully, your photos or graphics will.
Most blog software includes tools to optimize your blog for SEO (search engine optimization). This is helpful for multiple reasons. For instance, we use a tool through WordPress called Yoast SEO. This tool will grade us on how easy our content is to read. For instance, if we have too many sentences for more than 20 words, it tells us. It also lets us specify keywords and gives us information about including our specific keywords in our post. for instance, did you notice part of our title is also in our first paragraph of content? It’s there for a reason. If we use our keyword too many times, the software tells us that, too. After all, including “read-worthy blog article” over and over again could start sounding ridiculous and turn people away.
Optimizing your article also helps with social sharing when it pulls in your metadata (descriptions and words that you provide the search engines). Again, creating more of a read-worthy blog article because the information shown around the Internet matches up to what you want to share with people.
Ready to write read-worthy blog articles?
Writing a blog article that people will want to read doesn’t have to be hard if you know some of these simple tips. Just keep in mind that your business blog isn’t a journal entry. It’s meant to be seen and shared. So do your part in making it worth reading and sharing.