A good blog post is a lot like a good piece of art. If done well both will spark conversation, make us think differently and stick in our mind. The best will resonate and leave us informed on a subject that we knew nothing about before.
While we claim to be no Monet, these traits prove the similarities between copywriters and artists. In order to create a masterpiece of a blog you have to be committed to put the effort in. Writing is a form of art – whether it’s a blog post about an email marketing technique or sci-fi novel. As long as you put consideration into the writing then someone will enjoy it.
Alternatively, a bad blog post will do neither of these things. Instead it is rushed, inconsistent and obviously copied. And while it may get the job done (of driving more traffic to your site) you have to consider the damage this has on your brand’s image and tone of voice. Not only will a well-written blog drive traffic, it will build customer trust and become and informed source that customers will come to first.
If you’re ready to become the next Warhol then take note; there’s a lot of work that goes into making a good blog. Once you’ve begun, it won’t take long until you’ll be creating the Sisteenth Chapel in blog form.
When it comes to writing your blog you need an idea of the topic. This will depend on the industry you’re in and who you’re target audience is. For example, if you’re writing for a garden centre you can cover anything from hydrangeas to bees. There’s a huge topic range no matter what trade you’re in.
Next, narrow down your field to a specific post. Simply pick a topic to cover and begin thinking about how you’re going to make people want to read it. Because sure, people looking for information on a certain type of hydrangea will be interested, but how are you going to make the general public want to read your post?
Rather than copying ideas from others, create original and inventive content that you find interesting and would like to read. After all, the best artists are those who take a subject and look at it from a fresh angle.
Choose an Angle
Putting an angle on your blog post can broaden its potential audience. All it takes is a fresh perspective on a subject and a little creativity. Don’t take ideas straight from one source and paste them onto your own. Read it, consider it and apply it to your own work with your own opinions.
Popular culture has a huge part to play when it comes to deciding how you’re going to make a common garden flower blossom into an engaging and unique blog post. One of the most effective methods is to use a headline that leaves the reader intrigued.
Similarly an artist’s angle is their own impression on a subject. There’s obvious differences between a renaissance painting and a surrealist painting because different values were important to each individual. And replicated art stir the imagination now, would it.
If you want your blogs to be consistent and have readers interested throughout the post, you need to create a sound structure. With it you’ll be as fluent in your conclusion as in your introduction – which isn’t a feature all blogs can boast.
Each paragraph should have a point to explain. This will cut out riff raff and keep your post interesting – meaning they aren’t nodding off on their keyboards.
A structure will help you keep your blog the right length too. Too short and your audience won’t trust your opinion and find the post unhelpful. Too long and you risk waffling. Stick to the Goldilocks rule!
A technique that will keep you on your toes is leaving the introduction and conclusion till last. You’ll have to scan over what you’ve written repeatedly to seamlessly join all your points. When you’re collecting the relevant information from your main paragraphs, you’ll also notice any glaring spelling or grammar mistakes.
Even though editing is the most important step, it’s also the one that’s most frequently missed out. It’s tempting to skim read your content and publish a post as soon as it’s about the right length. As much as you might want to just hit ‘send’, you need to think of your readers. They won’t be impressed by a rushed post and inconsistent tone.
Ideally you’ll leave your post overnight and come back to it a couple of days later with a fresh mind and a critical eye. Unfortunately, most start ups and business owners don’t have this kind of time. If this is the case, aim to do fewer articles and focus on their quality rather than quantity.
Factor in editing despite your timescale. Blogs are littered with unnecessary words and the only way to catch them is to go through it with a fine tooth comb two, three or ever four times before hitting publish. It’s always better to be safe than sorry.
Punctuation can put readers off a great post. If you’re a serial comma-ist or think there’s no harm in a loner-than-average sentence, you could be in for a sharp shock. Keep it snappy and interesting with clean writing that doesn’t offend the eyes. Ruthlessly edit your posts to let your fantastic content shine through!
Have you got any blog writing tips? Leave a comment below with your thoughts!