Blogs influence the buying intentions of 63% of Internet users. Does it make you want to boost your blog posts? Wondering how to make them more meaningful, exciting and thrilling? The answer is in 10 tips…
Most often, the user wanders with a distracted eye in the twists and turns of the blogosphere. You must catch his attention despite the circumstances: while he is drinking his bowl of cereals a tablet balanced on his knees; when writing the presentation of the annual report of his box for the General Assembly next Thursday by surfing the Web; or when he goes home (too) late at night after a (too) long day of work checking (too) quickly his emails on his smartphone. So it will be necessary to develop some spells and other spells to get to hang and captivate.
Because in terms of content marketing, an error is quickly made, see the top 10 tips to create content that will enchant your targets.
1. CREATE AN EXCITING TITLE
It all starts with the title. But everything can also stop with a title not convincing enough. It’s really your bait. Offer him great care. Your title should also be clear on what will follow. It must provide the promise that your article will answer. Do not hesitate to step out of the rank by proposing an original title, unexpected or surprising.
Here are 10 qualities that an ideal title must have:
- Copywriter: dynamic and seductive with strong words;
- Explicit: clear and precise about its object (no metaphor, no SMS language);
- Intelligible: easily understandable by the greatest number;
- Specific: not “some tips”, but “10 tips”;
- Honest: no promise that we do not hold, nor lies (pay attention to clickbait);
- Creative: demonstrating its added value;
- Custom: specifically for your audience
- In short: between 7 and 10 words;
- Optimized: using the main keywords;
- Unique: no copy-paste.
2. BE PUNCHY WHEN HOOKING
“There is no need to have talent in the fifth row if the reader does not exceed the third”. Your readers want to know as quickly as possible what your article is about, if they are concerned and if it will give them a real answer or added value. Web writing does not like periphrases and other figures of speech. We must get to the heart of the matter quickly.
3. BUILD YOUR VALUE GRADUALLY
Do not go along with assertion without making the demonstration. You have to argue and support your words. Your blog posts should cite their sources, advance their references, illustrate examples and frame their quotes. Offer solutions within the reach of the greatest number with kindness, honesty and a sense of reality. You must offer concrete and pragmatic explanations.
How to assert your expertise? You have to build your brand, patiently and progressively. Do not force your audience to see the value of your content. It does not work.
4. ADDRESS YOUR TARGET
You do not write for yourself, nor for “whoever will read the article”. Too much do it though. Your blog post should be written with your target in mind. Also, write more of “you” and less of “us “. The empathy you demonstrate then is a source of commitment from your audience.
How to target well? Detail your buyer personas, i.e. your typical customers, growth, and content marketer. Your blog post needs to solve a bread (pain point) that meets your target. That’s why it’s so essential that you know her well. This understanding of who she is will help you get more conversions.
5. GO AROUND YOUR SUBJECT
Some say that a blog article must be at least 1000, 1500 or even 2000 words. Without going into this debate of the magic number, it is indeed necessary to provide sufficiently rich, dense and deep content for the targeted targets. Your ticket must offer real added value compared to the existing one. An article flying over a topic is of no interest.
Nevertheless, your blog should contain different lengths of articles to not tire your audience. Also, news posts must alternate with feature articles. As a result, if you work with an external service provider, be sure to order your articles with varying lengths that can adapt to the themes developed.
6. OFFER MULTIPLE LEVELS OF READING
Internet users read about 20% of the words on a webpage. It’s really little! However, you can facilitate and encourage your audience by offering different levels of reading.
- How to organize the reading of your targets? Several tips can help you:
- Prioritize information with titles and subtitles;
- Highlight your text with bold and italic;
- Favor short sentences and paragraphs;
- Integrate bulleted or numbered lists;
- Illustrate your writing with images and other illustrations.
7. USE EMOTION
To engage your audience, emotion is a strong vector. Play on the sensitivity of your readers. Go get their fear, their laughter, their astonishment, their satisfaction, their sadness … If you touch your audience in the heart, it will focus more on your blog and your business.
Emotion is what gives depth to your blog post. It saves you from being cold, boring and dull. For what benefits? You captivate your audience and reduce the distance between yourself and yourself. ”Emotion is the very foundation of what makes brands connect with consumers”.
8. SPEAK TO YOUR AUDIENCE
When you write an article, you are not a great professor at a prestigious university in a crowded amphitheater. You are a friend who offers practical and realistic advice. Because 80% of customers trust the information presented in blogs (ComExplorer – 2015), show your target the direction of your conversion funnel, as any good friend would.
Your readers will be much more affected and therefore engaged. You need to educate your audience, build a community and bring out ambassadors of your brand. In short, build as patiently a lasting relationship. We cannot repeat it enough, content marketing is a long-term strategy.
9. ACT AS PART OF A DOCUMENTED STRATEGY
Only 32% of B2B marketers have a documented content marketing strategy, according to CMI and MarketingProfs – 2016. Your blog is one of the links in your marketing strategy. Your articles must fit in. Do not go into setting up a blog without having strong guidelines, built and written to guide you.
Lee Odden, CEO of TopRank Marketing, compares the marketers to Alice wandering in Wonderland. He mentions the lack of planning and guidance as an additional cost generator. Which? Fewer leads, less turnover, and little differentiation.
10. TEST AND EVALUATE DIFFERENT ORIENTATIONS
The advantage of the blog post is that you can plant one, you always have others to write. Also, take the opportunity to test different approaches, being careful not to lose your readers.
Use your attendance statistics and your audience’s comments. When an article works, try to analyze the reasons for its success to reproduce them. Is the theme bearer? Decline your article by making a series. Then you will make an ebook. The shape of the article likes? Make it your model for your upcoming items.
And be aware that once your sublime blog article is written you are far from having done all the work. You still have the promotion of your content to implement and it is far from being incidental…
Did these 10 tips help you? What proportion of them do you use in your blog posts? Do let me know in the comment below.