Creating content, specifically blog posts, gives your website a jolt of fresh content - something that continues to be an important factor in search engine optimization and customer marketing.  

But with websites, blogs, and companies flooding the Internet with 'blogs', today it's about creating impactful content.  

Content that speaks to your audience specifically.

Content that works to understand your customer's pain points and serves to create a solution for their issues.

To make your content the best, you need a formula; a plan of action.  Here are Farrah Zak's, High Level Marketing's Content Manager, six steps to writing more effective blog posts:

1. Write a catchy headline/title

Your title will be the first thing your audience sees, make sure its eye-appealing to your reader.

Whether it’s a “how to” or sharing new updates to your business, your title should be something your buyers will relate to.

2. Start off with an enticing opener

Your first 1-3 sentences are the most important in your blog; it keeps the reader going or stops them from continuing to read.

The key is to think like a publisher.  It is important for your content to be informative, compelling, and high-quality, so that when users search, they are able to find content that solves their challenge or answers their question.

3. Be consistent

It is extremely important to be consistent when publishing content. The goal is to develop a content publishing schedule, one that position's your website in Google's eyes as one with fresh, new content.

Whether it’s once a day or once a week, always keep your website and blog updated with new, exciting content.

4. Know your audience

You’re not just writing content for any and all users, you should be writing content for qualified users that fit your company’s buyer persona(s).  Think about your ideal customer...

  • What are their pain points?

  • What are their core demographics (gender, age, income, interests, etc.)?

  • Why do your customers actually buy from you (price, selection, convenience, etc.)?

By using similar language, language your audience can relate to, your blog will result in a greater chance of visitor-to-lead conversions (the number of leads you receive divided by the total amount of traffic), because searchers who land on your website will understand that your offerings are a solution to their specific search.

Remember: personality is key. Developing a voice and persona for your blog is important, but remember, it should always come naturally.

5. Sharing is caring

It’s not over when you finish writing your blog.

It’s important to actively drive traffic to your blog posts, so sharing your content on your social media platforms is a great way to distribute your content to your existing online communities.

6.Include a call-to-action

For best results, include at least one CTA on every blog post (we recommend placing them at the end of your posts), so that the reader has an action to take once they are done reading, but be sure to make sure it’s relevant to your content.

For instance, if your blog post is on the ‘5 Most Effective Ways to Clean Your Gutters,’ your call-to-action should be, if you’re a service provider, a ‘Free Gutter Cleaning Estimate’;’ or, if you sell a product, then your call-to-action would highlight a gutter product (or products).

Remember: unrelated calls-to-action discourage your audience from clicking through, which will result in missed leads and sales opportunities.

Next Read: 3 Tips for Getting Your Company Blog Off the Ground


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