Getting traffic to your website can be difficult, and getting traffic to your blog can be even harder. Part of the difficulty in making those aspects of a brand work is this: you're busy running your business—you don't have time to worry about website traffic and blog views! That's an understandable issue to have, and we've all been there. However, a relatively simple way to make your job a lot easier, while simultaneously gaining traffic, is to write in such a way that your audience cannot refuse your content…
So, if you want your business’s blog to appeal to your audience every single time you put content out into the world, there are a few simple, though hugely important steps that should be taken in order to create content that just hits home with your audience, regardless of the subject matter.
Here are a few surefire ways to write successful marketing blog content that won't have your readers snoozing at the wheel.
Speak to your reader the way you'd like to be spoken to.
People visiting your blog are there for a reason—they want to learn more about what it is you do, how you do it, or just general information about the specific topic you’ve written about. So don’t treat them like a fool. Speak in language that they'll understand—and remember, colloquialisms are only okay if they're universal. No one likes reading an article and coming across a flagrantly gigantic word that they're going to have to stop—open another page—and look up on Google. No, that sounds just terrible. Instead of using pretentious terminology that's doing you no favors whatsoever, support your work with inbound links and other interesting, useful facts.
Backing up your story, whatever that may mean in the context, could be the difference between your reader coming back to visit your site again, or writing you off as a fraud. If it's knowledge and experience you have in your field, don't just act like it—prove it. More on that note…
Write for your reader, not yourself.
Don't assume that just because you've gotten someone to your blog, that they're going to stay there. If what you've written isn't evidently for them, rather, it's a self-promotion or something of that sort—you'll probably lose your catch right off the hook. Focus on what your audience wants and needs. If you host an inbound marketing blog like we do, then chances are the people who are coming to read on our site are looking for something in the realm of the marketing world--and that's pretty darn non-specific. The content you create should be relevant and semi-relevant, for the most part, perhaps interspersed with a non-relevant piece (say, once in a blue moon... seriously).
Writing for your reader as opposed to yourself doesn't have to mean the death of your creativity. In fact, it should spur the opposite reaction. People want to be told stories, and hear interesting facts that only you can provide (well, others may be able to provide them too, but it's how you present them that will make you the winner of their affection). Anecdotes are the keys to a marketer's heart. We love a good story, and there are plenty to go around when it comes to writing about our industry—or any industry, for that matter.
We wrote a piece just the other day called 5 Tips That Will Take Your Marketing to the Next Level. So, while we know how to do all of these 5 things, and we even why they're helpful in a marketing sense, maybe our readers don't. Sound too obvious as to why we would’ve written this? To some, it's not obvious at all, and they might wonder why an Inbound marketing company is writing about inbound instead of something more universal or far-reaching. This is not to say that we don’t write more universally—we do! But, in this case specifically, we know what we're talking about, and we want to help others who don't know quite as much. Savvy?
And write for your target audience.
Earning the attention of the wrong type of client does neither you nor your potential customers any good. The basis of Inbound is to rightfully earn the attention of customers that will need you by producing relevant content that they cannot find elsewhere. Providing people with information goes a long way in a world of ads and the overall superfluous. You'll establish yourself as a credible source of information, and encourage the creation of relationships by first considering, and second, writing for your specific target audience(s).
Writing on entirely relevant topics to your brand isn't the only way to gain clientele. You can also write on relatively non-relevant, or semi-relevant content, as long as you figure out a way to connect it back to your business, and why what the topic at hand is important to the process. Creating this relevance even where there is seemingly very little is key to generating blog visits and potential customers.
Before you begin to write, ask yourself these two very important questions: why is my target audience? What is it that they're interested in? If you can't answer either of those questions under the guise of your planned post, you may be headed in the wrong direction creatively. Establish yourself as an expert in the field—whatever that may be—be confident in your convictions, and always, always write with your reader in mind.
Short paragraphs and photos are your best friends.
No matter what business you’re in, or what you’re writing about, this rule is about as universal as it gets: short paragraphs and photos—use ‘em. Try to think of it this way: keep a paragraph to one or two thoughts, but absolutely no more than that. Even two thoughts may be too many for some audiences, so keep that in mind.
Chunks of text are not only hard on the eyes, but they make your blog look ugly, too. Not to mention that they're nearly impossible to swallow all at once! You can't expect someone to come to your site and not click 'x' immediately when they see a novella all scrunched into one paragraph. If you want to, embed some separation by using numbers or bullets, or headers and sub-headers. No matter what the content may be, a page-long paragraph is never the answer.
Everyone likes a good photo or two. Or three or six. They're pretty and fun and can encourage whatever you're writing about in a more interesting way. Think outside the box when it comes to pictures, as your creativity might surprise you.
Photos are also a great way to break up a piece. They provide an interlude to the madness that is otherwise lots and lots of text (especially in a larger piece), and can really change the vibe of a blog, both in individual pieces and on your website as a whole. Use this photo interlude to your advantage, though. Stay away from stock photos that don’t embolden or support your content—they’ll just end up getting in the way.
Failing to incorporate keywords into your work will result in a massive lack of visitation to your blog. This can even mean the untimely death of a blog if push comes to shove. There is simply so much out there on the Internet, and as a content creator, you have no choice but to assert yourself in more ways that one when it comes to content creation. Without keywords, asserting dominance in the blog realm is impossible, and you'll never rank past the fifth or sixth page of Google. Make sure that you incorporate one or more keywords into all blog titles, as this drives a great deal of traffic to your site when it comes to organic searches. Additionally, take the extra time to find keywords that may be searched for often, but don’t have many results. From there, it’s best to focus your topics on those less-popular keywords.
Take time to find keywords that are searched often with the least amount of competition. Producing interesting and relevant content that not everyone else is writing about can be a great way to set you apart from the competition, and an easy way to set yourself heads above the rest.
Be unique. Be specific.
In much the same way that you should use keywords that are not often utilized by everyone else in your industry, you should attempt uniqueness in your blog writing. Illustrate yourself as a professional in your industry by creating interesting and unique content that others aren't; that way, you’re bound to depict yourself as the crème of the crop.
Many say that the first rule of good writing is this: be specific. And while we're not entirely sure that that's the end all be all, it's certainly a defining factor when it comes to good content creation. Specification in blogs is, without a doubt, fundamental. Writing from fifty different spaces in your head is easy—the words just float from your brain to your fingers to the page—but it's impossible for your audience to follow that train of thought, and you’ll lose visitors faster than you thought possible.
A good way to start on the path to specific blog writing? Create an outline before you actually write. The outline can be extremely rough, and you don’t even have to keep any of the work you put into it when it comes to the final draft. But use that space to get out the bad stuff—the wordy, unnecessary pieces of your thought process that have no business ending up in a published setting.
As always, show, don’t tell when it comes to blog writing—and any writing, really. Showing in this sense means presenting your reader with cold, hard facts that back up your position, as opposed to simply asserting that something is the way it is without providing any legitimate support (or, hyperlink to the support like we just did above).
Be passionate when you write, and your blogs will always rise to the occasion. Readers will enjoy your work, and return again and again to hear what you have to say, no matter what the topic may be. Follow these rules—include a CTA in your piece—and watch what happens. Let us know how it goes! Trust us: you'll be gaining leads in no time.