Blogging is good for business. It’s fun too. And for many people, blogging is the easiest form of content marketing.

As a web copywriter, blogging is my primary marketing tool. What do I write about? Well, web copywriting, of course.

Why do I blog?

Blogging enables me to

  • attract internet traffic to my website — your site must be updated regularly to be seen as credible to search engines
  • demonstrate my expertise as a web copywriter
  • back up advice I give  — I often refer clients to a particular blog post I've written to explain something we have discussed.

One benefit that I get from blogging that I didn't expect is that it enables me to clarify my thoughts. As a result, my ability to explain what I do in the off-line world has improved.

Anyway, without further ado, here are five tips for how to write a blog post:

1: Write for your customers

Focus your blog on your customers. What questions do they have? What problems do they experience? By listing these things, it should be easy to come up with plenty of topics.

I always start with the headline. Think about the phrases your customers use online when trying to answer a problem you can solve, and use them in your headlines. For example, if you're reading this post, you probably searched the phrase "how to write a blog." Also, try to make your title as persuasive as possible. Here is a useful tool to help you, and for tips on writing headlines as well as some great statistics, I found this article to be particularly informative.

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2: Stay on topic

Remember, the purpose of your blog is to help customers and prospects. If you're a website designer, stick to website-related subjects. So, unless your recent fishing trip has some relevance for your customers, don't write about it.

Make sure your blog is easy to read. Use plenty of headings and bullet points; keep your sentences short. Also, don't try to appear clever and use technical industry terms if there is a chance your audience won't understand them. For more information on how to write easy-to-read content, read my previous post, How to write a web page people will read.

3: Be informative

Don't write your blog like an advertisement. Being sold to is a big turn-off for readers. You want people to return to your site because it is a valuable resource.  So, for example, I never say at the end of my blogs, "If you need a web copywriter, give me a call." As long as you’ve published your post on your website, readers will know you are the author.

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4: Encourage shares

We would all like our blog posts to go viral — to be shared over the internet by thousands of people. For this to happen, though, you need to write a ‘superduper’ post, which is easier said than done.

There are ways, however, that you can encourage people to share. The obvious one is to ensure social media icons, like Facebook and Twitter, are clearly visible. I also ask people to share as a call to action.

5: Have a call to action

As I said, your blog posts should not read like an advertisement. So, should there be a call to action? Yes. As explained in the previous paragraph, ask people to share. Also, include links to other parts of your website. Doing this gives people more in-depth information and also promotes your other posts. You can also ask for comments.

So, what do you think? If you found this useful, please share.

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