By being more human, more passionate, and more scannable, your blog can put your business ahead of the competition. If you want to make new connections, gain more conversions, and do more business, avoid the stale content that the rest of your industry churns out.
Here are 6 ways to add interest to your blog posts.
1. Use someone who WANTS to write.
Not every hero wants to use his or her superpowers. Find a writer who enjoys writing your kind of content and it will show in the work.
If you’re writing blog posts yourself, is it putting a smile on your face?
Writing is emotional. It’s about communicating, persuading, and sharing. It’s about creating images in the minds of others. It’s best done by someone who is open and wants to be doing just that.
2. Avoid boring stock images.
A high-quality image lends an air of respectability and professionalism to your site. It can also communicate a message in seconds, ahead of your words.
Stock images can be so bland, however, that readers won’t even notice them. Worse still, they can be so bad that they lower the perceived quality of your site and your business.
In a long-form blog post, posting images at regular intervals can break up the text and make it more scannable (see the next point). Throwing low-quality clip art into a blog post, however, leads to a bad experience for everyone involved. Please don’t do it.
You may also be interested in reading "Use Images in Blog Posts and Get More Engagement".
If you enjoy low-quality clip art images, there are forums where you can indulge yourself. Then get back to making your blog look as interesting and professional as you can with appropriate, meaningful, and professional-quality imagery.
3. Make sure your content is scannable.
To create a scannable blog post, ensure that the purpose of the content is clear from the opening paragraph. Keep your posts to the point. And make those points easy to spot by using subheadings and bullet points.
Most visitors will scan your content to see if they want to commit their precious time to reading it more closely. Whether your content is for entertainment, information, or education, be aware that people are likely to scan it. Then they might read it.
You can get mad about the state of world literacy. There are forums for that, too. For now, however, let’s make your content stand out to scanners.
Keep your posts short and sweet – for some blogs, 400-600 words is a good average length. When writing longer posts be sure to break up the content and avoid a wall of words.. Think about how much time your ideal visitor has to spare. Is she reading on a smartphone while queuing for coffee or is he soaking in the bath with a tablet?
Keep your paragraphs short too – writing for the web is not like writing a novel or textbook. To keep things moving, people like paragraphs to be 2 or 3 lines long. Every time your thought reaches a corner, hit return.
Use subheadings – headings clearly indicate what visitors can learn and how the article is structured. They are ideal for scanners.
Use lists – love or hate them, lists are popular because they are easy to digest. For most people, they are fun to read.
Use strong formatting – Thoughtful use of bold and italics can help people scan your content
4. Be professional yet personable.
What differentiates your business from every other business in the world?
Your personality is a big selling point.
Don’t believe us? Blogs don’t interact with other blogs. People communicate.
Treat your blog post like part of a conversation. Imagine that you are talking to your ideal reader or customer. If you like, you can picture him or her laughing at your jokes as you write.
At its best, reading a blog can be like being with the author, so express yourself as an individual. Write the way that you talk, but leave out the ers, ums, and uhs. And keep profanity to a minimum to be professional.
As in conversation, allow others the chance to join in. Invite them to participate, allow them to post comments on the blog, and reply promptly to their ideas.
5. Draw from real-life examples.
By drawing from real life, you can then inject life into your blog. It’s that simple. Be real.
People like to know the stories behind a business. A business’s ethos is best communicated when it’s not just a series of bullet points. By telling a story, you can ensure that your readers not only understand what you are saying and where you are coming from, but that they ‘experience’ it too.
6. Stay within your niche.
Staying focused on a narrow target market is good for SEO. All your keywords will be working hard to move you towards your goals.
One of your goals should be to become an authority on your topic. By staying within your niche, you will naturally build this expertise. And every post will demonstrate how great you are to your readers.
Think about why your audience comes to your blog and give them what they seek. If you want to go off topic, go off site.
You may also be interested in reading "13 Advanced Copywriting Techniques for Superior Niche Marketing".
Don’t worry about over specializing. It’s better to be a specialist than a generalist. The internet is so vast that no matter how much you specialize, there will be people who want to hear what you have to say, providing you are an authority on the subject.
Although it might take hours to write, your content should have a human feel and be effortless to read. If you’re thinking about getting some professional help with your blogging, make sure that they are familiar with the guidelines in this post.
Whatever you do, ask yourself if it’s interesting. You’ll find yourself with a better blog and content that’s way ahead of the competition.