Picture this: a friend shares an article on Facebook. The title sounds interesting so you click on it. About a paragraph in you realize it sounds familiar. Wait--this post was circulating around the Internet a solid year ago. And you clicked on it then too! Here it is making the rounds on news feeds all over again. Has this happened to you?
This is a prime example of why blogging is arguably the most effective online marketing tool a company can use. A well-written, engaging, informative post can live on and attract new readers (and maybe some who've already read it once), new site visitors and potential customers for months and even years after it has been written.
So how do you write a compelling post that gets shared again and again?
How To Write a Blog Post People Want to Read
1. Make it digestable. Keep paragraphs short; three or four sentences are perfect. A reader should be able to glance over the entire post and not feel bogged down in any given paragraph. They should feel like they can read the entire post in two minutes or less.
2. Keep it between 300 and 700 words. Shorter is not always better but longer is almost always worse. There is no more distracting technological medium than the web so make sure your posts are concise so the user actually reads it from start to finish. If it’s not incredibly sharp they will move on to the next article before finishing yours.
3. Include an image. Photos draw readers into the story you are telling. The image should help you tell your story better. You can get stock images online or grab your smartphone and take them yourself.
4. Make the purpose of the post clear from the start. Being coy does not work in online writing. If you do not make the point crystal clear in the first few sentences you’ve lost your readers.
5. Don’t throw away your headline. The most important part of the post is the headline. Make your title compelling. This is your chance to draw your reader in with a tantalizing question or a promise. Pay attention to the kind of headlines that catch your eye online and adopt similar habits.
6. Get comfortable in your voice. Your blog posts need to sound like you at your most polished, well-organized, and confident. Include personal stories. Be authentic. Your blog will resonate with people when you write with honesty and candor.
7. Finish with a question or call to action. Give your readers an opportunity to respond whether it’s by answering a question or clicking through to your website. Never simply end a post with a concluding thought. Give your audience an opportunity to engage. That is the beauty of this technology: the two-way conversation.
Blogging is one of the greatest opportunities to create lasting content on the web. When done well, blogging is an incredible tool to use to establish credibility, build a personal brand, and increase web traffic.
What is your biggest challenge when it comes to blogging?
A version of this article originally appeared in Lynchburg Business Magazine.