How to write a blog post

writing a blog post
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With the obsession with video marketing, is the blog article dead in the water?

I believe not.

Yes, video marketing is huge, and as the technology and software that is needed to produce a quality video continues’ to become cheaper, it will make it accessible to even the smallest of companies.

However, there are many that still like to read content. I’m one of those.

I find it easier to absorb information if I have read it.

From a business perspective, creating a blog article is much easier and quicker than producing a video.

So, if you are thinking of creating your first blog article, or have dabbled in the past and are wanting to do more, here is my checklist on how to write the perfect blog post.

Accept there is no such thing as perfect blog post

This may sound odd, but there is no such thing as a perfect blog post. Blog writing is like story writing, some people will enjoy reading your blog, others won’t.

Don’t worry about those who don’t enjoy it, there will be others who do.

What makes a blog enjoyable to read, is when the reader can see the writer has enjoyed writing it i.e. it shouldn’t be a slog to read and it is written in a language they understand.

If you operate in an industry where technical jargon is commonplace, then don’t be afraid to include it in your post. But, be careful not to through them in too often.

Length matters

If someone tells you that length doesn’t matter, they are lying.

The average blog is around 500 words. To some that may seem long and to others it may seem short.

The length that you choose will depend on the topic, how comfortable you are with writing and what you want to say.

I always tell people to aim for 500 words, but if they are struggling then 350-380 words is OK.

Don’t leave them hanging

A blog article should be structured like a story. It needs to have a start, a middle and an end.

The start should be short, maybe three to four lines long, and it should lead to the middle section.

The middle section is where you put the juicy stuff – where you discuss the topic area and maybe put forward your argument or give your expert insight.

The ending is often where writers become lost. It’s important to remember that the ending is just as important as the beginning and middle.

The ending should give a brief summary of what was discussed and more importantly it needs to guide the reader to take some action.

Referred to as a ‘call to action’, it means that you don’t leave the reader hanging. Your call to action could include: asking them to call you, download an eBook, sign up for a newsletter, book a consultation etc.

Whatever you choose, clearly explain to the reader what you action you want them to take.

So, doing as I preach. If you need help with your content, get in touch.

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