Writing a blog article requires complex and methodical know-how. Fine content marketing skills allow you to find the perfect alchemy …
Does that surprise you? It is true that there are many blog articles that tell you how simple and fast web writing is. But, at the risk of breaking the mood, I don’t agree with them. How many blogs are launched each day without ever reaching their goal?
Writing a blog post for your business requires commitment and thoroughness. Once your content strategy has been described and your editorial line has been set, there are many parameters to take into account. It is often difficult to integrate them all, at the same time and each time. You often have to fumble, test and start again. Not to mention that the road is long and sometimes winding.
Qualitative blogging cannot be improvised. Discover 30 central tips for writing a relevant, effective and above all irresistible blog article.
1 # Respond to the bread of your targets
When writing a blog post, you should ask yourself What are the breads, “Pain points” or problematic of your targets. This is essential for the content marketing of your business! Because the very purpose of your content is to respond to it.
That is why fully understand the needs and expectations of your customers is so crucial when you decide to blog. So do not hesitate to solicit your customers through surveys and other questionnaires. Your knowledge of their questions will provide you with the raw material for your blog content.
2 # Write a qualitative business blog article
To keep your professional blog running at peak performance, write a very high quality blog post. Every time (or almost). This has several advantages. You develop a loyal readership. You value the role of expert of your SME in its field, which can allow you to boost your notoriety and also to have backlinks.
In addition, your content is widely commented and shared on the web. You can convert more people. And finally, you please Google who appreciates commented and shared content. It also assesses them according to the time spent on them by Internet users. Here are the main reasons to publish only excellent and awesome blog articles.
3 # Personalize your blog content
The success of a business blog very often depends on its ability to address its target clearly. You owe each ticket well have in mind the buyer persona who are you talking to. It is an intellectual construct widely used in digital marketing that represents your typical client.
It is defined from the knowledge that your SME has of its market and its customers. Your blog articles will then be properly personalized for reach this clientele and not another. It’s a foundation of blogging, often underrated and yet so fundamental.
4 # Write a catchy introduction
The distracted surfer who arrives at your web article will decide to read it entirely if the introduction pleases him. Also know from the start of your ticket to be convincing. You have to capture the attention of the user and summarize the main information of the article.
You should immediately know what your content is going to talk about. To write a blog article well, finish by writing the introduction. You will then know what information brings the development of your editorial communication, which will help you write the introduction well.
5 # Exploit storytelling
Your blog content should tell a story. To learn how to write a blog article well, you have to start by wondering what story you are going to tell. Put yourself in the shoes of your audience. Ask yourself about his breads.
It is through this scenario that you will find the basics of your storytelling. Then be empathic (“I understand what difficulties you are having”) and didactics (“I’ll explain how to answer it”), your desire to communicate will do the rest.
6 # Apply the principle of the inverted pyramid
To write a blog post that respects the rules of web writing, use the inverted pyramid. This funnel principle simply means that you write the main information at the top and the more specific and anecdotal information at the end.
Your text should be organized especially for the busy reader and Google. They must find the most basic content at the start of your business blog post. This hierarchy of the importance of information through the funnel is one of the specifics of web writing, like journalism.
7 # Write optimized titles using copywriting
The titles of your business blog post should both be written for search engines and for readers. Also for effective digital communication, they must be SEO-friendly AND charming.
While taking your main keyword (or even secondary), the title of your post should make people want to read it. In other words, it must be optimized, evocative and catchy. The title should be clear about the subject matter, arouse curiosity and appeal to your audience. Copywriting is then the technique to be implemented.
8 # Use the 5W rule
To not forget anything about the subject you want to deal with, apply the 5W method. These are the English initials of who, what, where, when, why for : who, what, where, when and why. This is one of the main basics of how to write a good pro blog post, based on journalistic writing.
This technique allows you to write a consistent web content that goes around its problem. Depending on how you write a blog post, use it at the start of your writing process when you start your first ideas or at the end to check that you’ve covered your topic; or both, it’s even better!
9 # Compose your own style of web writing
Developing a blog that works requires develop the style of an effective blog postg>. It needs to match your audience, how they express themselves, and what they expect from you. This is an important and delicate point at the center of good content marketing practices. It should concern you when you are working on designing a blog post.
You must both meet the standards of web writing and make a personal proposal. The two are sometimes difficult to reconcile, but a happy medium is to be found. For example, metaphors can be particularly persuasive and illustrative of your point, however they are not very interesting for your SEO.
10 # Treat the entries in your content writing
To write well for the web, you always have to think about the reader. He must be captivated at every stage of his reading. Those who know perfectly how to write a blog article master the art of inserting teasers throughout the text. With this editorial strategy, they retain their readership.
At the beginning of each paragraph, you should try to capture your reader’s attention. Be impactful and incisive in your start in matters. Make you want to read the rest of the web article by again attracting the reader’s interest at each stage of your writing.
11 # Adapt your content marketing to your target
Your vocabulary, style and tone must match your audience. Must be simple in its formulations while taking into account the expectations of your target. Stay clear, direct and concrete to make your e-marketing work.
Avoid overly specific vocabulary, you risk losing your audience. Place yourself on the same level as your prospects and customers. Use the terms they use. This is how the conversation can start and fuel the vitality of your social media.
12 # Optimize the tag title and the meta description of the blog post
When you have just written a blog post, remember to include a tag title and a meta description. By default, they include the title of your web article and its introduction. However, it is better towrite two unique tags.
They must use the right keywords for good natural referencing. Finally pay attention to their length. The title must be less than sixty characters in length to be fully displayed. The meta description is limited to 150-160 characters since Google decided to reduce its snippet. It is also important that these two elements make you want to click, because they are the ones that appear in search results (the SERP).
13 # Organize your ideas in a hierarchical way
If you are the type who has thoughts going all over the place, spend a lot of time upstream organizing your ideas. Conversely, if you have a structured thought, you will be able to write your post more quickly. A professional blog post should offer a logical, clear and relevant plan.
It should facilitate rapid reading and retain only the most essential ideas and major of the thematic. It’s not about doing a thesis or over-developing everything. Think of the hyperlink rather than opening a parenthesis, or failing that insert an insert.
14 # Write a blog article for a diagonal reading
Often in a hurry, people have gotten into the habit of diagonally reading blog articles. They go quickly browse introduction, titles, bold text and bullets. Also try to structure your content in such a way that these elements are attractive and convincing.
To interest the reader, highlight relevant information with higher added value. Do not neglect the layout. This point confirms in particular the importance of the introduction, prioritization and ventilation of your ticket, tips mentioned elsewhere.
15 # Integrate a call-to-action in conclusion
A blog post is going somewhere. You take your player to a destination. It’s the call-to-action, or call to action, in good French. At the very end of your ticket, you must propose a specific action.
Depending on the objective of your SME, this may be share the web article, comment on it, subscribe to the newsletter, like the Facebook page … It’s up to you, depending on the design of your sales funnel. The main thing is to make a choice; you cannot offer all these possibilities!
16 # Integrate lists with your content
To help your readers quickly find the information they’re looking for, bulleted or numbered lists are perfect. You can use them without restriction as the internet users love them.
To write a successful blog article, integrate them into your content with the aim of structuring it and / or summarizing part of it. This helps your audience read diagonally and immediately puts you in the logic of web writing that gets straight to the point.
17 # Enhance your content with at least one optimized illustration
Photos, graphic creations and especially infographics, the images that illustrate your web article are important for 2 main reasons. They allow capture the attention of internet users. If they are sufficiently qualitative and engaging, they will browse your web content.
18 # Determine a modus operandi for your content marketing
To be effective when you are going to write a blog post, develop a modus operandi. In other words, set a methodology that you apply to each of your posts. This allows you to be more productive.
How to do ? you will list the different phases of your content creation. Depending on how you work, you will have different steps, like:
- Brainstorming to find your post topic,
- Choice of keywords,
- Bibliographic search,
- Iconographic research,
- Sharing on social networks,
Web tools like Asana or Trello are then very useful for organizing, which is more when several people are involved: content marketers, writers, proofreaders, SEO experts, community managers, graphic designers …
19 # Highlight your company’s brand image
The web is full of blogs of all kinds. You must distinguish yourself. When setting up your SME blog, it is important to plan to transmit your brand image. This is at the heart of a digital marketing strategy. This image can pass through all the elements of your professional blog: writing articles, choosing subjects, illustrations, anecdotes reported…
Your positioning and your corporate culture are to be distilled in your professional blog. For example, if you are a hype and disruptive digital start-up, your blogging must be dynamic, punctuated by anglicisms and full of references to the culture of millennials. This will work less well for a target with upper ties or 4th age…
20 # Integrate relevant hyperlinks
Besides their interest in SEO, hypertext links are useful for enriching your content. Writing a blog post involves going around a topic, but many connections can be made to other topics.
Try to keep your readers well informed by offering intelligent and qualitative content that strengthens your credibility. But not too much either. Make a good selection of URLs. You can also take this opportunity to promote your other blog posts by boosting your internal network. In this way, you show the consistency of the purpose of your blog as a whole.
21 # Reread the corporate blog post
Spelling and grammatical errors penalize the brand image of your SME on the web. It’s your whole e-reputation that takes a hit at every little forgotten shell. It is very difficult (especially when you are verbose) to avoid them completely. So you have to be very rigorous in your proofreading.
Plan to reread your post at least twice. Prefer to do it cold, that is to say the day after or the day after your web copywriting. You can also use the services of a freelance proofreader or correction software.
22 # Produce a long blog article
To assert your expertise and make smart friends with Google, you must seek to write a long blog post, even very long. From 900 words, your content has a certain length. However, some bloggers swear by producing more than 2000 words.
This criterion must be qualified by specifying that the interest of a blog post is above all to go around its subject. If it only requires 500 words, do no more. Now this question is important and you need to position yourself. You can set multiple lengths of blog posts depending on the subjects or formats and the importance you give them.
23 # Air out web content
Reading on computer, tablet and even more on smartphone is not easy. We must therefore ensure that air the text of the blog post well to keep the reader’s attention. Make short paragraphs, use bold and incorporate bulleted lists. Use all the layout possibilities to facilitate reading.
Prioritize information using h2, h3 and h4 wisely. This will also allow you to have sufficient line breaks. Do not abuse it too much to avoid your potential and loyal customers from scrolling too much. Some great bloggers are followers of 1 sentence = 1 paragraph, which does not seem to exasperate their audience. Everyone to see!
24 # Use magic words
In content marketing, magic words are the ones that resonate in the minds of your targets and help you convert them. There are standard words, such as: free, new, fast, easy, gift … These are most often positive words (or expressions), which evoke a benefit for the clients of your SME and / or an action.
Some of these powerful expressions depend on your activity, your positioning and the expectations of your prospects and customers. For example, in construction, the quality of finishes or free quotes are magic words. So you need to identify these magic words when designing a blog post, before you even start writing.
25 # Bring added value to your readers
Even if you just want to chat, your blog post should reach a goal that benefits the reader. A professional blog is not just a self-righteous monologue! Your content must add value, demonstrate and / or fulfill a promise.
Your readership will not return to your blog if you are not up to it. You may then see him unsubscribe en masse from your newsletter. Offer him (as often as possible) a dense, generous and rich corporate blog post. It’s also a great way to get backlinks and the best one to help promote your blog.
26 # Illustrate your words with examples
To energize your content and make it more intelligible, examples are essential. What is more when you are dealing with complex themes intended for neophytes. Generally speaking, however, writing a blog article requires illustrations of what it says.
Staying in abstraction is often a mistake. To be sure that your audience fully understands, the example is the best tool. He has a very important demonstration and clarification power. It also has the virtue of demonstrating your concern for your readership and developing your creative power.
27 # Schedule the publication of your content in advance
When you get started writing business blog articles, anticipation is fundamental. Plan not only advance topics, but also pre-written tickets. As I have seen too often, a professional blog should not be disturbed by a sick or on vacation web editor.
This way you can schedule your posts at the best times. They will therefore have every chance of reaching your target audience. In addition, you will offer them a regular and successful content. Google will also thank you (… well, not directly).
28 # Save tags
Do not confuse tags (tags) with keywords. In addition to categories, tags allow you to propose a secondary classification to your web articles. The ideal is to define them in advance and use them sparingly according to the subjects of your posts.
The tags will allow internet users to do a search on your blog. You have to define them when your post deals with a theme that refers to several categories. They are not essential for writing a blog article.
29 # Accompany your professional blog post with a video
It is well known that videos are more engaging. They are also much more shared than just the written word. To boost the publication of a web article, it’s interesting to add a video. There are many online sites that facilitate its creation.
Video can be used to summarize your content or develop a planned point. This of course requires additional work, especially since it must be of professional quality.
30 # Get help
Better not be alone to write a blog post. It is much more interesting to be able to proofread, correct and improve by a third person. This offers perspective on his work.
An outside look is a way to gather criticism (Constructive). This different point of view allows you to improve and better adapt your writing for the following web articles.
The little +: Arouse emotion
After all these tips, you may be wondering how to write a perfect blog post. It is a complex recipe and impossible to generalize. But it is very important to say that he must provoke emotions in the reader.
Surprise, surprise, amaze, amuse, shock, anger … are the underlying reasons for the success of a ticket. They must be sprinkled wisely to have an effect on the reader. It is also up to everyone to experiment and work hard to come up with the right recipe.
From your own web marketing experience, do you have any other valuable advice to share in your comments for writing a professional blog post?