Writing blogs is an effective way of sharing useful information with your audience, showcasing expertise and positioning yourself as a knowledgeable voice within your industry.
Blogs can also be an instrumental tool for boosting your website’s SEO, ranking higher on Google and reaching more of your target audience.
But, do you find that your blogs are falling flat? Perhaps you know what you want to say, but you don’t know how to make it engaging?
If that sounds like you, keep reading…
5 tips to make your blogs more engaging:
- Write about a topical subject
This list isn’t in any particular order, but writing about a topical subject is a biggie for creating engaging content. People want to learn something new and blogs have been rated as the 5th most trustworthy source for gathering online information – so it’s the perfect tool to provide information whilst driving traffic to your website.
A good tool for finding out what questions people are asking is Answer The Public. Here, you can search for terms and see what questions are being asked the most.
If you search ‘blog’, for example, one of the top results is, ‘How to write a blog’… Do you see where I’m going with this?
It’s generally known within the world of SEO that the Google algorithm favours word count. So, another way of choosing an engaging topic is by doing a bit of competitor analysis. Have a look at what others are writing about, and write about it… more. If you can build on the information that is already out there, adding more detail or providing a fresh perspective, you can play the SEO game – essentially piggybacking higher than the original content.
It’s not copying… it’s called inspiration. Is that Pinterest’s tagline? Maybe it should be.
Writing about content that has recently appeared in the news will also help get your website noticed. National news websites typically have high authority domains, which means the algorithm knows they’re credible sources of information (questionable for some news outlets, though) and ranks their content highly.
SEO is a big ocean to swim in and it can be hard to know where to start. But, for the purpose of keeping this blog… engaging… I’ll move onto point number two.
- Back up your points
Backing up what you’re saying with statistics, quotes or perhaps a case study, will reassure the readers that they’re soaking up credible information.
You might notice I’ve included a number of stats in this blog, sourced from a range of digital marketing resources. These sites are trusted within the industry, making the stats a reliable ‘back up’ for my points.
In fact, a report has found that 85% of people trust official statistics. A stat about trusting stats – the irony isn’t lost.
You can’t nab a statistic without giving credit though, so make sure you link back to the original source.
Quotes can also work really well, as people resonate with people. Whilst stats quantify the point you’re making, a quote from a professional provides an expert voice. Again, make sure you give credit to the original source.
- Your tone of voice matters
Establishing an overall brand is essential for starting off on the right foot. Deciding what ‘kind of brand’ you want to be will influence the writing style of your blog posts.
Take a look at the cheeky personality of Aldi on Twitter, and Duolingo on TikTok. Companies have moved away from a traditional, corporate tone of voice and are connecting with their customers in a more playful way.
Not all brands can get away with this informal style of messaging though and we often see companies miss the mark.
If you’re not sure what tone of voice to adopt for your brand, undertake some competitor research to see how others are communicating. Identify two or three companies that you think have an engaging tone of voice and pinpoint the characteristics of their content – from the way they share their key messages, down to the words they use.
It’s important to keep the tone of voice consistent throughout your content and blog posts can be the time to shine.
- Catch their eye with creative visuals
We process visual content a lot faster than text and our attention needs to be grabbed within 2 to 3 seconds for our brain to engage. That’s why adding visuals can help boost your engagement.
A good way to break down large amounts of text is to create an infographic… like this one →
Right click and hit save to keep this list to hand.
- Leave your readers wanting more
If your readers are engaged with your blog post, chances are they’ll want to know more. Whether your blog post is to share information as part of a thought leadership strategy, or perhaps you’re communicating with customers to encourage direct sales, you can leave the door open for further knowledge.
Perhaps you could round off your blog post with a snippet of advice to inspire your readers, or you might want to point them in the direction of further information and resources.
And that’s it. My five tips for writing engaging blog posts.
That might sound like a lot of work – in fact, the average blog post takes 3.5 hours to write – and it can seem fruitless when you’re publishing them into the void of the internet and not seeing direct results.
Whilst the results might not be immediately obvious, 72% of online marketers describe content creation as their most effective SEO tactic – with blogs of 2,000 words or more having the strongest results.
Looking to add engaging blogs to your website but think a bit of support would come in handy? Let’s have a chat.
Discover my other blogs for more copywriting, marketing and social media tips, and check out my handy downloadable resources.