#2: Blogging Part 2: How to Create Great Content
You know you should be writing a blog for your business; unfortunately content writing is often sidelined whilst other work takes priority. However, its value should not be underestimated. In last week's post we explored the value of blogging for businesses; today we're looking at how to go about writing great content.
We know from experience that writing your first few articles can feel daunting; you may not know where to start or how to make a strong impression on people. This can lead to you putting off writing your blog or avoiding it altogether. However, once you have found your own style of writing, the process will inevitably speed up, and become less of a chore. But first you need to know how to write content to a winning formula.
Here are our Top Tips for Writing Great Content
Great content is completely tailored to your own business and its customers. If your business could speak, what would it sound like? What would your customers like to read about? Your blog may provide information around a particular topic or issue, and if written well, it should...
Be Engaging - The internet is completely flooded with written content; if people are to read your article, it needs to grab and hold their attention. Posing a question or making a promise to the reader in the title is a good way to draw people in. Follow this through with snappy subheadings and concise paragraphs.
Be Accessible - In terms of style, you're not writing an essay - meet your audience at the right level in your use of language and don't waffle! Stick to the point and ensure you proofread and prune before you post! Avoid the use of jargon and write clearly and incisively.
Tell a Story - Take the reader on a journey, and build a story around your chosen topic.
Avoid Advertising - Blatantly blowing your business' own trumpet rarely works from a marketing point of view. Instead, people value content that is interest or knowledge based. This gives your business credibility as a reliable source of information. However, this doesn't mean that a softer-sales approach doesn't work. A good rule of thumb for any kind of internet marketing is to follow the 3:1 principle; this means that for any one 'salesy' post, you should have around three 'informative posts'. Otherwise, you're at risk of alienating your reader before they have even finished the first paragraph.
Be topical - Where possible, latch on to a relevant story in the news to make your content 'of the moment'. You may be able to approach a story at an angle that hasn't yet been explored. Either way, make sure your content is written with current affairs in mind.
Ultimately blogging is of great value to your business over the medium to long term if you get it right.
By following the above steps, you should be able to write a piece of work that offers the reader interest and insight into a particular topic. And no, it won't be easy at first - it requires patience, commitment and skill to make it a success.
So there you have it - our two part introduction to blogging! We think writing content can be great fun and hope we have encouraged you to give it a go. If you could use some help please get in touch!
We'd love to see your blog - whether its your own or your business' - please post a link in the comments below!