Four steps to writing better blogs

There’s a world of difference between a blog post that keeps the reader hooked from start to finish, and one that has them giving up before they’re halfway through. In this post, Julia Anthony, our top blog writer, examines the key tips to getting your post right.

Blog post

In our crowded online world your blog needs to work hard to stand out, so next time you’re writing a blog post, ask yourself whether you’ve followed these four important steps.

1.       Think like your reader

What are your reader’s hopes and concerns? Focus on these areas and give them something of value, that way they will come back to your blog for more. So before you type your very first word, ask yourself whether it fulfils one of these goals:

  • Is it newsworthy? Does it tell the reader something they have not read about before or does it focus on a topic that is currently getting a lot of airtime in their sector? If so, you are more likely to grab a reader’s attention, especially if you can give them a new angle to think about.
  • Is it helpful? Does it give the reader information that will help them do their job (or run their life) more effectively?
  • Is it entertaining? A blog post can simply serve the purpose of entertaining its readers, but if you are writing for business these posts must be interspersed with material that is relevant to what you do.

2.       Weave a golden thread

What is the key point or message you are trying to convey with your blog? This is the golden thread that should run through your writing. If the thread comes unravelled, your blog could fall apart and you risk losing the interest of your reader.

  • Get off to a good start with a title that tells the reader what to expect. Our blog post on headlines has some great ideas for this.
  • Keep the reader on track by linking to your point or argument throughout the blog.
  • Tie off your thread in the conclusion to drive your message home.

3.       Start a conversation

What do you want your reader to do as a result of your blog? It could be to visit a webpage, register an opinion or download a white paper. Or simply to encourage the reader to visit your blog again.

  • Include a link to make it easy to take the next step
  • Start a conversation with your reader by asking for a response
  • If your blog receives comments or questions, post a swift reply

4.       Let your personality shine through

The best blogs use the personal touch to great effect.  A blog is unlike the other pages on your website and can be a powerful way to engage the reader with you, your product or brand.

  • Use anecdotes and personal experience to bring your reader into your confidence.
  • Keep the language chatty, informal and jargon free, but always appropriate for your audience.
  • Make sure that your blog is not simply recycling product or marketing material.

Finally, read through and check that your blog keeps you hooked from start to finish. If it doesn’t, go back to the drawing board.

Liked this post? Why not read our post on writing good headlines or our post on writing good feature articles.

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  • About the Author

    It’s my job to look strategically at our clients’ goals for their brand and then apply my knowledge of PR, the media and online communities to make sure that we deliver. The part of my job that I enjoy most is being able to provide a fresh perspective for our clients – and uncovering the best way to raise the profile of their brand. I also love keeping up to date with the ever changing nature of PR.

    Before setting up the business, I worked both in-house and agency-side doing PR in the education and telecoms sectors. I split my time between France and the UK and so I can often be found at airports smuggling cheddar cheese into the land of camembert.

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