Writing a blog article requires a complex and methodical know-how. Fine content marketing skills make it possible to find the perfect alchemy …
Does this surprise you? It is true that blog articles that explain how easy and fast web writing is legion. But, at the risk of breaking the mood, I do not agree with them. How many blogs are launched each day without ever achieving their goal?
Writing a blog post for your business requires commitment and rigor. Once your content strategy is described and your editorial line fixed, many parameters must be taken into account. It is often difficult to integrate them all, at the same time and each time. It is often necessary to grope, test and start again. Not to mention that the road is long and sometimes winding.
A qualitative blogging can not be improvised. Discover 30 central tips for writing a relevant, effective and above all irresistible blog post.
1 # Meet the breads of your targets
When writing a blog post, you have to ask yourself What are the breads, "Pain points" or problems of your targets. This is an essential point to the marketing content of your company! Because the very purpose of your content is to answer it.
That is why perfectly understand the needs and expectations of your customers is so crucial when you decide to blog. Also do not hesitate to solicit your clientele through surveys and other questionnaires. Your knowledge of their questions will provide you with the raw material of your blog content.
2 # Write a qualitative business blog post
For your professional blog to work at its max, be sure to write a blog post of very high quality. Every time (or almost). This has several advantages. You develop a faithful 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 are pleased to Google who appreciates the contents commented and shared. It also evaluates them according to the time spent on them by Internet users. Here are the main reasons to publish only excellent and awesome blog posts.
3 # Customize your blog content
The success of a corporate blog is very often in its ability to address its target distinctly. You owe each ticket well have in mind the buyer persona who are you talking to. It is an intellectual construct very used in digital marketing that represents your typical client.
It is defined by the knowledge that your SME has of its market and its customers. Your blog posts will then be properly customized for touch that clientele and not another. It is a foundation of blogging, often underestimated and yet so fundamental.
4 # Write a catchy introduction
The distracted Internet user who will arrive on your web article will decide to read it entirely if the introduction pleases him. Also know from the beginning of your ticket to be convincing. You must capture the user's attention and summarize the main information of the article.
We must immediately know what your content will 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 to write well the introduction.
5 # Exploit storytelling
Your blog content has to tell a story. To learn how to write a blog post, start by asking yourself what story you are going to tell. Put yourself in the shoes of your audience. Are you asking 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 experiencing") 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 article that respects the rules of web writing, use the inverted pyramid. This funneling 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 specifically for the reader in a hurry and Google. They must find the most basic content at the beginning of your business blog post. This hierarchy of the importance of information through the funnel is one of the specificities of web writing, as well as journalism.
7 # Write optimized titles using copywriting
The titles of your business blog post must be both written for search engines and for readers. Also for a powerful digital communication, they must be SEO-friendly AND charming.
While taking your main keyword (or even secondary), the title of your ticket should make you want to read it to the user. In other words, it must be optimized, evocative and catchy. The title should be clear about the purpose of the content, arouse curiosity and seduce your audience. Copywriting is then the technique to implement.
8 # Use the 5W rule
To remember nothing about the subject you want to treat, 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 bases for knowing how to write a good blog post pro, journalistic writing resume.
This technique makes it possible to write a consistent web content that goes around its problem. Depending on how you write a blog post, use it at the beginning of your writing process when you start your first ideas or at the end to check that you have treated your topic; or both, it's even better!
9 # Compose your own web writing style
Developing a blog that works supposes develop the style of an effective blog post. It has to match your audience, their way of expressing themselves, and what they want from you. This is an important and delicate point at the center of good marketing content practices. It should worry you when you are working on designing a blog post.
You must both meet the standards of web writing and make a personal proposal. Both are sometimes difficult to reconcile, but a happy medium is to be found. For example, metaphors can be particularly persuasive and illustrative of your purpose, yet they are not very interesting for your SEO.
10 # Treat entries for your content writing
To write well for the web, you must always think of the reader. He must be captivated at every step of his reading. Those who know perfectly how to write a blog article master the art of inserting hooks throughout the text. With this editorial strategy, they retain their readership.
At the beginning of each paragraph, you must seek to capture the attention of your reader. Be hard-hitting and incisive in your entries. Make you want to read the rest of the article by re-sharpening the interest of the reader at each stage of your writing.
11 # Adapt your marketing content to your target
Your vocabulary, your style and your 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 too specific vocabulary, you risk losing your audience. Stand at the same level as your prospects and customers. Use the terms they use. That's how the conversation can kick in and nurture 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, consider writing a tag title and a meta-description. By default, they take the title of your web article and its introduction. Still, it is better towrite two unique tags.
They must to pick up the right keywords for a good SEO. Finally pay attention to their length. The title must be less than sixty characters long to display entirely. 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 it is they who appear in the search results (the SERP).
13 # Organize your ideas hierarchically
If you are the type to have thoughts that go in all directions, spend a lot of time upstream to organize your ideas. If conversely, you have a structured thought, you can write your ticket faster. A professional blog article should offer a logical, clear and relevant plan.
It should facilitate quick reading and remember only those most essential ideas and majors of the theme. It is not a question of making a thesis or developing everything excessively. Think of the hyperlink rather than opening a parenthesis, or alternatively insert an insert.
14 # Write a blog article for a diagonal reading
Often in a hurry, Internet users have become used to diagonally read blog articles. They will quickly browse the introduction, titles, bold text and bullets. Also, try to structure your content so 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 the importance of the introduction, prioritization and aeration of your ticket, tips mentioned elsewhere.
15 # Integrate a call-to-action in conclusion
A blog post goes somewhere. You take your reader to a destination. It's the call-to-action, or call to action, in good French. At the very end of your ticket, you need him propose a specific action.
Depending on the objective of your SME, it may be share the web article, comment on it, subscribe to the newsletter, like the Facebook page … It's up to you according to the design of your sales funnel. The essential thing is to make a choice; you can not propose all these possibilities!
16 # Integrate lists into your content
To help your readers quickly find the information they seek, bulleted or numbered lists are perfect. You can use it without restriction as the internet users love it.
To write a powerful blog article, incorporate it into your content in order to structure it and / or to summarize a part of it. This helps diagonally read that achieves your audience and puts you right in the logic of a web editorial that goes straight to the point.
17 # Enhance your content with at least one optimized illustration
Photos, graphic creations and especially infographics, images that illustrate your web article are important for 2 main reasons. They allow catch the attention of users. If they are sufficiently qualitative and engaging, they will browse your web content.
Furthermore, the illustrations help to optimize a blog article. Associate an alternative text (tag alt), or even a legend. Make sure they are as light as possible while being of a high quality.
18 # Determine a modus operandi for your content marketing
To be effective when writing a blog article, 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, such as:
- Brainstorming to find your ticket topic,
- Choice of keywords,
- Bibliographic search,
- Iconographic research,
- Sharing on social networks,
Web tools like Asana or Trello are very useful to organize themselves, moreover when several people intervene: content marketers, editors, proofreaders, SEO experts, community managers, graphic designers …
19 # Highlight the image of your company
The web is full of blogs of all kinds. You have to distinguish yourself. When setting up your SME's blog, it's important to plan for it 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: the writing of the articles, the choice of the subjects, the illustrations, the anecdotes reported …
Your positioning and your corporate culture are distilled in your blog pro. For example, if you are a hype and disruptive digital start-up, your blogging should be dynamic, punctuated with Anglicisms and full of references to millennials culture. It will work less well for a target executives sup encravated or 4th age …
20 # Embed relevant hyperlinks
Besides their interest in SEO, hypertext links are wise to enrich your content. Writing a blog article is about going around a topic, but many connections can be made with other topics.
Seek to inform your readers by offering intelligent and qualitative content that enhances your credibility. But not too much either. Make a good selection of URLs. You can also by this opportunity enhance your other blog posts by boosting your internal mesh. In this way, you show the coherence of the subject of your blog in its entirety.
21 # Reread the business blog post
Spelling and grammar mistakes penalize the image of your SME on the web. It's all your e-reputation that takes a hit at every little forgotten shell. It is very difficult (especially when one is prolix) to avoid them completely. So you have to be very rigorous in your re-readings.
Plan on re-read your ticket at least twice. Choose to do it cold, that is to say the next day or the day after your web editorial. You can also use the services of a freelance corrector or correction software.
22 # Produce a long blog post
To showcase your expertise and cleverly partner with Google, you have to look to write a long blog postor very long. Starting from 900 words, your content displays a certain length. However, some bloggers swear by producing content of more than 2000 words.
It is necessary to qualify this criterion by specifying that the interest of a blog post is especially to make the turn of its subject. If it only requires 500 words, do not do more. Now this question is important and you need to position yourself. You can define several lengths of blog articles depending on the topics or formats and the importance you give them.
23 # Air web content
Reading on computer, tablet and even more on smartphone is not easy. So you have to make sure 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 layout possibilities for easy reading.
Prioritize information using the h2, h3 and h4 wisely. This will also allow you to have sufficient line breaks. Do not overuse it anyway to avoid your potential customers and faithful too scroller. Some major 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, the magic words are the ones that resonate in the heads of your targets and help you convert them. There are some standard words, such as: free, new, fast, easy, gift … These are most often positive words (or expressions), which evoke a profit for the customers 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 the building, quality finishes or free quotes are magic words. So you need to identify these magic words when designing a blog post, even before you start writing.
25 # Add value to your readers
Even if you just want to chat, your blog post must reach a profitable goal for the reader. A pro blog is not just a compliment 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 it unsubscribe en masse from your newsletter. Offer him (as often as possible) a Dense, generous and rich business blog article. It's also a great way to get backlinks and the best way to help promote your blog.
26 # Illustrate with your examples
To boost your content and make it more understandable, examples are essential. What's more, when you are dealing with complex themes for neophytes. But, in general, writing a blog article requires the use of illustrations of its purpose.
Staying in abstraction is often a mistake. To be sure of being fully understood by your audience, the example is the best tool. He has a power of demonstration and enlightenment very important. It also has the virtue of demonstrating your concern for your readership and developing your creative power.
27 # Schedule in advance the publication of your content
When you embark on writing business blog posts, anticipation is fundamental. Plan not only advance topics, but also pre-arranged tickets. As I've seen all too often, a pro blog should not be disturbed by a sick or off-duty web editor.
This way you can schedule your posts at the best times. They will have the best 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
Tags should not be confused 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 depending on the topics of your posts.
Tags will allow users to do a search on your blog. You have to define them when your ticket 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 engage more people. They are also much more shared than the only writings. To boost the publication of a web article, it is interesting to add a video. There are many online sites that make it easy to create.
The video can be used to summarize your content or develop a point of view. This of course requires additional work, especially since it is imperative that it is of professional quality.
30 # Get help
Better not to 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 collect criticism (Constructive). This different point of view makes it possible to improve and better adapt your writing for the following web articles.
Le p'tit +: Arousing emotion
At the end of all these tips, you're probably wondering how to write a perfect blog post. It is a complex recipe and impossible to generalize. But it's very important to say that he has to provoke emotions in the reader.
Amazing, surprising, marveling, amusing, shocking, annoying … are the underlying reasons for the success of a ticket. They must be sprinkled judiciously to make effect on the player. Also to everyone to make his experiences and work hard to achieve the right recipe.
From your own web marketing experience, do you have any other valuable tips to share in commenting for writing a pro blog article?