Blogging is a time consuming task, but it’s an essential ingredient to market your brand, business, service or product online.
So it’s key that you do it right.
I’ve created a 7 step infographic to support you. Sure, we blog for our clients, but it’s also something that you as the industry professional can do yourself – if time allows.
7 Step Infographic
- Structure your ideas.
Every blog starts from an idea. That idea develops into something more, and hey presto, you’ve got a topic for your blog.
Don’t get too carried away. Decide on what you want to say and how you’re going to say it.
Remove unrelated ideas and ensure your blog’s topic and objective is focussed, relevant and direct.
- Put your reader first.
People’s online behaviour differs to any other method of communication. They scan and skim read, which is why blogs need to be written concisely.
That doesn’t mean the blog needs to be short. You can still be concise and produce blogs that are 8,000 words long.
Write what is necessary.
Remember, you’ve got around 8 seconds to keep their attention.
It was Jakob Nielsen who said website visitors are like wild animals. Much like a hungry wild beast searching for prey, they won’t waste time with their victim.
They will go for something which is easy pickings!
- Write in a conversational manner.
You will have a broad target audience, as do most brands.
Writing in a conversational manner will allow your readers to relate to your brand.
The last thing you want to do is put a wedge between yourself and your readers.
Writing in a conversational way means:
- You can create a genuine connection with readers.
- You will have more freedom to show off your personality.
- The editing process becomes easier (less grammatical rules to follow).
- Fewer writing blocks to knock through – just write how you would talk.
- Use short sentences.
Short sentences are key when writing a blog. They’re easier to understand and much more inviting to read.
Each sentence should have one thought. Ensure your sentences don’t stretch beyond 15 words.
Free online tools like the Hemingway App are great for checking sentence structure to ensure your content is easily digestible.
- Use short paragraphs.
Paragraphing is essential. Our brains take smaller chunks of information in better than something long and complex.
You’ll find many bloggers embrace short paragraphs.
A paragraph on a blog can be as small as a single word or sentence.
- Use simple words.
The core focus of your blog is to communicate with your users.
The simpler the words the better – write as if you were speaking to someone in a room with you.
Avoid jargon. You want to be seen as an expert or thought leader.
Your job is to ensure every user can gain value and knowledge from your information.
- Be clear.
Every single word in your blog must have a reason for being included.
If there’s any sentence that can be misconstrued, rewrite it.
If there’s an irrelevant sentence, remove it.
If there’s something missing, take your time to include it.
An extra tip for you!
- Embrace headings.
This is a writing secret of mine, so don’t go telling too many people!
Headings will help you to structure your blog, improve your copy’s readability and entice skim readers.
Headings are also crucial to search engine optimisation (SEO). It’s how Google will crawl your content to decipher exactly what your blog is about, allowing it to index the page accurately.
<h1> Heading 1 – the title of the blog. 1 per page. </h1>
<h2> Heading 2 – there can be multiple h2s. It’s a snappy intro to the paragraph. </h2>
<h3> Heading 3 – think of h3s as your subheadings to the h2. </h3>
These are the main three headings we use in our blog writing. But you can also use…
<h4> Heading 4 </h4>
<h5> Heading 5 </h5>
<h6> Heading 6 </h6>
Your blogs may look something like this:
Hemingway App – http://www.hemingwayapp.com
Wild Animals – https://www.nngroup.com/articles/information-scent/
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