Writing Your Blog

25.07.2017 |

Episode #7 of the course Blogging for business: Learn how to write blogs that convert by Abidemi Sanusi


What you’ll learn today: How to write an engaging business blog.

To write blogs that attract the right customers, you first need to learn the basics of writing for the web—it’s very different from writing for print.

This means understanding web behavior.

People behave differently on the web:

• They are hunters: they “hunt” the web for information.

• They scan content, so your content must be lean and to the point.

• They are impatient: you have five seconds to hook their attention.

• They are “serial web adulterers”: there’s always another website waiting to catch their attention.

• This means that you have to write in a way that complements your prospect’s web behavior.

Here are some best practice tips for writing for the web:

• Use active verbs. For example, Your business can get you those leads.

• Use short sentences and paragraphs. Remember: people are reading on a screen, so short sentences that get to the point will help them to retain your information faster and better.

• Use links to direct people to other content on your blog. For example, by using “Related links” (that is bullet points at the end of a post) or hyperlinks (The best blogging platform for your business depends on your business needs—text in blue is linked to another post on the website).

• Make it personal: use “your”—makes it more personal to your readers. For example, Your blog is your most cost-effective lead generation tool.

• Keep It Simple Stupid (KISS). Write for a reading age of nine.

• Break up your content with subheadings. This makes it easier to digest and your readers to scroll through (they’re reading from a screen, remember?).

• Use images, video and graphics to brighten up your posts.

• Have a consistent message for each blog topic.

• Have a clickable headline. Use a headline analyzer to help you. Try CoSchedule’s Headline Analyzer.

• Check your post for spelling and grammar mistakes. If you’re not confident about your grammar, use Grammarly, a writing enhancement platform that many bloggers swear by.


Be clear about the proposition for each post

• Stick to one blog topic.

• Ask yourself: if I was my target customer and I read this post, would I know what it was about?

• What am I (your target customer) expected to do after reading the content? This is why you need a Call To Action (CTA)—it will direct your readers to your service page and help promote your product/service.

Here’s an example of a CTA:

Find out more about blogging for business course [text in blue is a link to the blogging for business course page].

If your post is not adding value to your business, then it has no business being on your blog or website.

You’ve researched long tail keywords for your blog. Your blog is optimized for search. You have a blog schedule. You’ve written the blog. You’ve also used the headline analyzer to ensure its “clickability.”

But how do you get people to actually read your blog?

Tomorrow’s lesson: Marketing your blog to the right customer.


Recommended reading

Where to get free images for your blog


Recommended book

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley


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