Every business needs to have a blog. That’s what everyone in the digital marketing industry will tell you. They aren’t necessarily wrong, but they don’t explain how to create a successful blog.
You can throw words on a page, but that doesn’t mean that people want to read them.
Blogging is both an art and a science. It’s important to be creative with your content, but you have to know which types of content will jibe with your audience.
Know Your Audience
Knowing your audience is the key most important thing when creating content. Otherwise, you’re just throwing content at the wall and seeing what sticks.
Get to know your target audience. What are their pain points? What questions do they need answers to? The answers to these questions can help you create content that your audience is eager to read.
Titles and topics should grab your reader’s attention and provide valuable information.
Create Content Readers Can Use
Do you blog posts have a purpose? Can the reader actually use the information? The more actionable your blog posts, the more engaging and valuable they will be. And the more shares you’ll get from readers.
Posts that tend to receive higher rates of engagement include:
- How-to or tutorial posts
- In-depth explanations of topics
- List posts
- Controversial posts
- Timely posts. For example, this post talks about the dangers of Thanksgiving – a timely post for readers in mid-November.
Instead of rehashing old and tired topics, provide a new perspective or outlook on an issue. Solve problems with new solutions. Get your readers excited about your posts.
Be personable with your content. Write like you speak. Being personable doesn’t mean that you toss grammar and spelling rules out the window, but it does mean that you shouldn’t be genuine.
Your audience wants to hear from you, and we each have our own unique way of saying things. There are hundreds of formal blog posts out there. Don’t be afraid to be yourself and stand out in the crowd with your own voice.
Make it Visual
Adding images to your post will improve engagement and shares. Images also open the opportunity for visitors to save or share your posts on Pinterest, which could expose your content to more people.
Visuals help break up your content and keep readers on the page. They also help with the number of social shares you receive. Having an image every 75-100 words can actually double the number of shares you receive.
Humans love stories – we’re hardwired to love them. If you can, turn your idea into a story that people can connect with. Again, this all comes back to authenticity. Be yourself. Put yourself out there. Create a personality and a voice for your blog or brand.
A stuffy blog that’s more promotional than informative and fun won’t get you the results you want. But storytelling? Now, that’s something that will attract and hook readers.