Blogs influence the buying intentions of 63% of Internet users *. Does it make you want to boost your blog posts? Wondering how to make them more meaningful, exciting and exciting? The answer in 10 tips…
Most often, the user wanders with a distracted eye in the meanders of the blogosphere. You must capture his attention despite the circumstances: while he is drinking his bowl of cereal a tablet balanced on his knees; when he writes the presentation of the annual report of his box for the general assembly of next Thursday while surfing the Web; or when he comes home (too) late at night after a (too) long day at work (too) quickly checking his emails on his smartphone. So it will be necessary to develop some bewitchments and other spells to manage to hang and captivate him.
Because when it comes to content marketing, a mistake is quickly made, let’s see the top 10 tips for creating content that will delight your targets.
1. Design an exciting title
It all starts with the title. But everything can also end with a title that is not convincing enough. It’s really your bait. Give him great care. As Bill Widmer explains on the CMI blog, your title should also be clear on what will follow. It must provide the promise that your article will come true. Do not hesitate to step out of the ranks by offering an original, unexpected or surprising title.
Here are 10 qualities that an ideal title should have:
- Copywrite : dynamic and attractive with strong words;
- Explicit : clear and precise on its subject (no metaphor, no SMS language);
- Intelligible : easily understood by the greatest number;
- Specific : not “a few tips”, but “10 tips”;
- Honest : no promise that we don’t keep, no lie (watch out for clickbait);
- Creative : demonstrating its added value;
- custom : specifically targeting your audience;
- In short : between 7 and 10 words;
- optimized : using the main keywords;
- Unique : no copy and paste.
2. Be impactful from the grip
” It is not worth having talent on the fifth line if the reader does not go beyond the third “, Affirmed the journalist Françoise Giroud. Your readers want to know as quickly as possible what your article is talking about, if they are concerned and if it will bring them a real response or added value. Web writing does not like periphrases and other figures of speech. We have to get to the heart of the matter quickly.
The start of your article will decide your audience to continue reading or not. How to write it? Start your article with a punch, as André Dubois advises. You can start with an inspiring story (storytelling), a hard-hitting statistic or a question.
3. Build your value gradually
Do not advanceaffirmation without demonizing itstration. You have to argue and substantiate your words. Your blog articles should cite their sources, advance their references, illustrate examples and frame their citations. Offer solutions accessible to the greatest number with kindness, honesty and a sense of reality. You must offer concrete and pragmatic explanations.
How? ‘Or’ What showcase your expertise? Vou must build your brand image patiently and gradually. Don’t force your audience to see the value of your content. It does not work. As Marketoonist Tom Fishburne said: ” The best marketing is one that doesn’t look like marketing “.
4. Address your target
You don’t write for yourself, or for ” whoever wants to read the article “. Too many do it, however. Your blog article should be written by targeting your target. Also write more of ” you “And less than” we “. The empathy that you demonstrate then is a source of engagement for your audience.
How to target well? Detail your buyer personas, that is, your typical customers, as Sujan Patel advises, growth and content marketer. Your blog post should resolve a bread (point of pain) that your target meets. That’s why it’s so essential that you know her well. This understanding of who she is will help you get more conversions.
5. Go around your subject
Some say that a blog post should be at least 1000, 1500 or even 2000 words. Without getting into this magic number debate, it is indeed necessary to provide a sufficiently rich, dense and deep content for the targeted targets. Your ticket must offer real added value compared to what already exists. An article flying over a subject is of no interest.
However, your blog must contain different lengths of articles so as not to tire your audience. Also news posts should alternate with feature articles. Consequently, if you work with an external service provider, be sure to order your articles with variable lengths that can be adapted to the themes developed.
6. Offer multiple reading levels
Internet users read about 20% of the words on a web page, according to Nielsen Norman Group. It’s really little! However, you can facilitate and encourage your audience by offering different levels of reading.
How to organize the reading of your targets? Several tips can help you:
- Prioritize information with titles and subtitles;
- Highlight your text with bold and italics;
- Prefer short sentences and paragraphs;
- Integrate bulleted or numbered lists;
- Illustrate your writing with pictures and other illustrations.
7. Use emotion
To engage your audience, emotion is a strong vector. Play on the sensitivity of your readers. Go get their fear, their laughter, their amazement, their satisfaction, their sadness … If you reach your audience in the heart, it will become more attached to your blog and to your business.
Emotion is what gives relief to your blog post. It saves you from being cold, boring and dull. For what benefits? You captivate your audience and reduce the distance between them and you. ” Emotion is the very basis of what allows brands to connect with consumers “Noted Patrice Laubignat in” Everything you need to know about emotional marketing “.
8. Speak to your audience
When you write an article, you are not a great professor at a prestigious university in a crowded amphitheater. You are a friend who offers practical and realistic advice. Because 80% of customers trust the information presented in blogs (ComExplorer – 2015), show your target the direction of your conversion tunnel, like any good friend would.
How to proceed ? Éare writing in a tone conversationnel. Your readers will be much more affected and therefore engaged. You need to educate your audience, build a community and bring out brand ambassadors. In short, buildez patiently a lasting relationship. We cannot repeat it enough, content marketing is a long-term strategy.
9. Act as part of a documented strategy
Only 32% of B2B marketers have a documented content marketing strategy, according to CMI and MarketingProfs – 2016. Your blog is one of the links in your marketing strategy. Your articles must fit in. Do not go into setting up a blog without having strong guidelines, built and written to guide you.
Lee Odden, CEO of TopRank Marketing, compares marketers to Alice Wandering in Wonderland. It evokes lack of planning and guidance as an additional cost generator. Which ? Fewer leads, less turnover and little differentiation.
10. Test and evaluate different orientations
The advantage with the blog post is that you can plant one, you always have others to write. Also, take the opportunity to test different approaches, being careful not to lose your readers.
Use your traffic statistics as well as comments from your audience. When an article works, try to analyze the reasons for its success to reproduce them. Is the theme promising? Decline your article by making a series. Then you will make it into an ebook. Do you like the shape of the item? Make it your model for your upcoming articles.
And know that once your sublime blog article is written, you are far from having done all the work. You still have the promotion of your content to implement and it is far from being incidental …
Were these 10 tips useful to you? What proportion of them do you use in your articles blog ?
* according to SearchGroup (2016)