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A number of people in recent times have asked, how can I write an effective blog? Business owners hear from marketers that blogging is key to successful marketing because it tells the story of your business and helps to get your business and what it does found online. 
A number of people in recent times have asked, how can I write an effective blog? Business owners hear from marketers that blogging is key to successful marketing because it tells the story of your business and helps to get your business and what it does found online. 
1. Understand your audience 
Before you start to write, think about who you want to read the blog and what you want to tell people that will help them. Most businesses are great at telling the world what they do, but they find it harder to explain how they help people. People respond much better to education and relevant information, than they do about details of products and services. 
 
EXAMPLE: A blog about millennials looking to start their own business. They don't need information about getting started in social media, they've grown up with it. You might though want to give them information about adjusting their approach from a more casual, personal tone, to one that's more professional and network focused. See how rather than blogging about generic stuff, the content is written to help the targeted reader. 
 
2. Start with a topic and a working title, 
You need to pick a topic for your blog post. The topic can be pretty general to start with. For example, if you're a photographer, you might want to write about why professional photography is still relevant and important in the digital age. Next, you might come up with a few different working titles within this topic, reflecting the angle that you want to take. Here are some different ways you could tackle the above topic: 
Why you wouldn't leave your wedding photographer to an amateur; 
The skills of post-production to create the perfect image; and 
Light, composition, experience and instinct. Why high impact digital photography is not just 'point and click'. 
 
You can see how a working title might give real direction and focus to what you might write about. 
 
3. Write an introduction that makes the reader want to read on rather than switch off. 
There are proven ways to do this, including: 
Tell a story or a joke; 
Be empathetic; or 
Give the reader an interesting fact or statistic.  
Next, describe the purpose of the post and explain how it will address a problem the reader may be having. This will give the reader a reason to keep reading and gives them a connection to how it will help them improve their work/lives. 
 
4. Organise your content. 
A frequent problem with ineffective blogs is that they contain too much information. The reader cannot take it all in, and is put off as a consequence. By organising your content and information you can see if you have one blog, or enough for multiple blogs. Organising information can be done in the form of sections, lists, tips, whatever works for you. Personally, I find the use of sub-headings the most helpful tool to help signpost the way through a blog from beginning to end. 
 
If things have gone to plan so far, then before you start to write, you know which points you want to cover, and in what order. With that structure to hand, it's time to sharpen the pencil... 
 
5. Write! 
The writing is about expanding on the points you have identified that you want to make. You might use examples or data to illustrate what you are saying. The internet is awash with information to back up or challenge a point of view. With sense, and a little bit of caution, you can draw pieces from the web into your blog content.  
 
Finding your writing flow can still be a real problem for people that do not write regularly. There's no simple solution and it is why as a business owner you may ultimately chose to ask someone else to write for you because it is simply more efficient that way. The half-way house solution is for an expert to review the blog and improve your first draft. There are online resources to help you to write. I came across a blog while writing this one that I liked. It's written by an American, so it's a little 'energetic', but there are some interesting examples of how to write for impact. 
 
6. Editing and proof reading your post. 
The easiest way to spot a typo in your blog is to ask someone else to read it for you. Once you're happy with the words, you need to choose a suitable image to accompany the blog. Finally, look at how the blog appears visually on the page. Poor formatting will undermine all of your work regardless of how good the content is. 
 
7. Call to action. 
You've written a great blog and motivated people to think or take action. Make it easy for the reader. Tell them what you want them to do next and how they can make contact with you. Give the option to share your blog. If readers like and rate what you've written, they may want to share it with their contacts and this has obvious benefits for you. 
 
If you want to talk to us about how you can write a better blog, or how we can improve your blog before you send it out, or if you would like details on our blog writing service, contact Nick Shrimpton. 
Tagged as: Blogs
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