The aim of all informational blog posts is to provide the most helpful answer to a searcher’s question in the simplest way possible. Writing informational posts like these builds trust between you and your potential client. When you’re helpful to your ideal customer and they see you as an established expert in your field, they’ll turn to you first when they need your product or service. Here are some helpful tips and guidelines for writing blog posts that will keep you at the forefront of your customers’ minds.
Know your audience
- Know your customer’s passions, pain points, things that frustrate them etc. This will help you connect with them in a very personal way when you write.
- Problem-Agitate-Solve. First, understand your audience’s problem. Put yourself in their shoes. Once you’ve identified the problem and empathized with them, agitate the problem a bit. Pour a little salt into the wound. Do this to strike an emotional chord and get them to sit up and pay attention. Once you’ve done this, put a cherry (the solution) on top. Give them the answer to their original question.
- Try to break up technical facts with humor or entertaining quips if that will help you connect with the audience you’re writing to. This will also keep your writing from sounding too mechanical.
Write like you’re speaking to one person, rather than a group.
- People will respond more to a human, personal piece of writing than something that’s cold and lacks a human touch!
Use Subheadings: Subheadings aren’t required but are great for a few reasons.
- Subheadings are an excellent opportunity for SEO (search engine optimization) because they highlight main elements of the topic that people are searching. Ask yourself: what are people googling that will help them find this article as an answer to their question(s)?
- They allow readers to scan your content to get the general idea of what they’re reading at a glance.
- Subheadings lead readers through the content.
Answer the question or solve the reader’s problem right away and do it in a simple, clear way at the beginning of the blog post. Then expand on it in the following paragraphs.
- Use the 1-1-1- rule for each paragraph (One paragraph, one point, one explanation.) Try to keep one main idea to each paragraph. You can have several points in a paragraph as long as they relate to the overall topic of the paragraph.
- Keep your paragraphs relatively short, so that they’re easily digestible.
The ideal blog post length is about 600 words (Try to keep it in between 300-1,000 words).
- Better to be clear than clever with the point you are making.
- Write clean by using simple words that people can easily understand. Avoid “insider language” or words/phrases that are not commonly known.
- Write short sentences using words that help people visualize what you want them to see.
- Cut out extra fluff or unnecessary repeating words/concepts.
If Including a CTA (call to action), use a strong one that convinces people to act.
- A CTA has two main purposes: to tell someone what action they should take, and give them the motivation to do so.
- Minimize the steps your audience needs to take with your CTA. For example: If you want them to call, put the phone number right in the post.
- Use words like ‘now’ and ‘today’ to give people a feeling that they need to act now. Examples are ‘call now’ or ‘call today’.
As our Copywriter, Client Happiness Coordinator, and Social Media Expert – we’ve come to rely heavily on Gina. She’s uncommonly skilled in weaving words together and finding new ways to help the brands we work with engage with their customers. Her minimalist style carries over into her copywriting work, which is part of what makes her so good at brand storytelling!