You did your research. You spent hours writing a new blog. You carefully checked for typos. You hit the “publish” button. And then … nothing.
Well, minus the sound of crickets chirping in the distance.
No clicks. No retweets. No comments.
What went wrong? Blogs can be an amazing way to connect with your audience. Share your expertise. And offer ideas and advice without pushing a hard sale. But if your blogs are going to be an effective part of your content strategy, they need to be easy to read, easy to find and easy to share.
So how can you make your blogs even better?
1. Tell Your Story
Don’t be afraid to start with a personal anecdote. Storytelling is powerful, and in the digital age of big data, the marketing messages that resonate most tend to be the most human.
Don’t get me wrong – facts and figures matter. But our brains are wired to understand and remember stories. So if you can move your audience both emotionally and intellectually, you can dramatically improve perceptions of your brand.
2. Include (Multiple) Images
Here are a couple staggering statistics for you: content with images gets 94% more views than content without it. Plus, it’s 35% more likely to be shared on social channels.
Using a photo, infographic or other image will also:
- Break up content for easier reading
- Create a thumbnail for social sharing
- Make your blog more memorable
- Improve clarity (think screenshots, for example)
In fact, a good rule of thumb is to include an image for every 350 words. And if those reasons aren’t enough, blogs with more images attract more backlinks, which can benefit your SEO, too.
3. Use Numbered Lists & Bullets
List blogs are the mostly widely read and shared. Why? They put content into bite-sized pieces that are easy for your audience to digest and skim through online.
(To learn more about the psychology behind this approach, read 5 Quick Ways to Write Better Blog Headlines.)
4. Write for an 8th Grade Reading Level
Short sentences. Simple words. (See what I did there? Exactly.) Now if you’re writing about sophisticated or technical topics like data integration, let’s be honest – a 10th grade level is more realistic. But whatever your goal may be, remember that better readability creates better engagement.
Tip: If you’re using Microsoft Word or Outlook, just check the “Show readability statistics” option when running your spelling/grammar check. Or use a quick online tool to view your readability level.
5. Keep Keywords in Mind
Write naturally, and don’t stuff your blog posts with keywords just for the sake of SEO. But it’s a good practice to review your work, and if there are a couple terms that your prospective readers are likely to be searching for, make sure they can find you. Use the right terminology – and use your common sense.
6. End with a Call to Action
Want to start a discussion with comments? Direct your readers to any related content they may enjoy?
Spell it out. Every effective marketing message includes a strong call to action, and blogs are no exception. Make sure you have shareable buttons on your post to keep the conversation going on social media, too.
