Though it may seem a daunting task, writing engaging content is easier than you may think. By following the 10 tips in this article, you'll be on your way to publishing engaging blog posts.
1. Use bulleted and numbered lists
People skim through blog posts and read only the most interesting parts. The best way to make them read through your blog posts easily is to use bullet lists, which express important points in a simple format.
If you plan to use bullet lists in your blog posts, keep the content concise. To make your bullet points more interesting, start each with a verb. Verbs imply action and are therefore a powerful means of engaging readers' attention.
Also pique a little bit of curiosity in your audience. They'll be interested if they see something promising and will keep reading to get more information.
2. Showcase case studies
A case study is an excellent lead magnet. You can use your clients' or customers' experience with your product or service to help convince your readers that what you offer is right for them, too.
Case studies are a perfect form of content if you have clients who use your product or service regularly and have a positive experience. You can even get feedback from your sales team when writing about a client. However, you'll need the client's permission beforehand.
When writing your engaging content in the form of a case study, make the headline scannable and easy to read. If possible, include the client's name and the results they achieved with your product or service.
The next step is to set the scene; that helps your audience identify themselves with the client's world. You can also use a mini-narrative to highlight the key points of the case study.
3. Include relevant images
Including high-quality images in your blog posts is an easy way to boost your SEO and drive more traffic to your website. You can use the photos in various ways to attract readers, but make sure they are optimized both for search engines and for social media platforms. They need to be visually appealing and high-quality to get the most clicks and views. Also, use images that align with your brand image and voice.
4. Add value for readers
Content will engage readers if they perceive value in it. Paid online ads and SEO won't improve your traffic or convert readers if a post doesn't add value—actionable steps, useful tools, important information, etc. In fact, if your post lacks value, you might as well be trashing your own efforts.
If you're writing a blog post about B2B financial software, for example, you have a specific audience you're trying to reach. Your posts should appeal to them by showing how their particular problems are solved with your product and to position your company or agency as digital marketing agency as the go-to source.
5. Avoid highfalutin jargon
To write a successful blog post, you should consider your target audience's demographics, interests, and pain points and avoid using jargon. Highfalutin jargon makes your blog posts sound pretentious. Your audience wants to read engaging content with simple words and clear concepts.
6. Share your story
Blogging can benefit your company, but not if you don't know how to write engaging blog posts. The first step in writing a successful blog post is researching your target audience, which will help you write content they enjoy reading.
When writing about a difficult situation, for example, use stories that demonstrate a human experience. Focus on what people feel as opposed to just what they think. Ask your audience whether they understand, and seek advice. Dig into the heart of your story by asking questions. Remember: Stories are more compelling when they are human and personal.
7. Create compelling headings
If you want to get your blog posts seen, use compelling headings.
People read headlines and are more likely to share your content if they're interesting. The H1 tag on your posts is similar to your post's title. When writing a blog post, use an H1 header so readers can easily find the content they're looking for. Then, use subheads to explain further and to organize the post's content.
Headlines also act as curiosity hooks, particularly for creative and engaging content. A compelling heading will prompt your readers to stop scanning and engage with the content beneath it. You'll also want to keep your paragraphs short, as they will be easier to read and give readers a better overview of the content. Use keywords in your headings so your blog post gets noticed by search engines—and therefore more people.
8. Maintain flow
The most effective blog posts are crafted to retain the reader's attention. Good posts should have a distinct voice and clear structure to draw readers down the page and keep them reading. They should address the reader's questions and provide actionable steps (which is why it is vital to include your target audience in the writing process).
Avoid jarring repetition of words and phrases. Every writer has "crutch" words they frequently use to explain ideas. Be vigilant about such words so your readers won't get bored. Repetitive use of words can disrupt reading flow, so look for words that you can substitute for your crutch words.
9. Get to the point
Don't be afraid to simplify your posts to get your point across. That way, people can skim the content and get to the end without heavy reading. A well-written post will help readers stay engaged. And if you're looking to impress your readers, include authentic photos and videos.
Most bloggers try to please a large audience and avoid ruffling feathers when writing engaging blog posts. Unfortunately, that tactic tends to produce bland content. If you want to attract readers and generate interest, you should challenge the status quo. By challenging your audience's beliefs, you'll create discussion, generate traffic, and prove to search engines that your site has engaging content. It will also draw likeminded readers who return to your blog.
10. Provide a solid call to action
The final step in writing the most engaging blog posts is to end with a compelling call to action for your readers. Though it may sound risky to bark orders at your prospective audience, adding a well-considered CTA is a great way to encourage your audience toward the goal you've set for. You can use tailored CTAs to direct traffic to other pages, generate leads, and receive feedback from your audience.
Ultimately, using CTAs will help you gain more followers and traffic.
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When writing engaging blog posts for our own digital marketing agency, we follow the writing tips outlined in this article. Perhaps the most important point to remember is that every blog post should have a specific audience. So write for your audience.
If your niche is IT solutions, you should use words and phrases much different from those you'd use if you were writing about hotels, for example.
Focusing on the audience will ensure that you get more engagement for your posts.
More Resources on Writing Blog Posts
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- Build B2B Marketing Trust With Evidence-Based Content: Melanie Deziel on Marketing Smarts [Podcast]
- The Cost of Poor Business Writing
- 12 Reasons User-Generated Content Is Important for Brands [Infographic]
- Why You Need a Branded Podcast (And How to Create and Brand Yours)
- Five Trends Fueling the Rise of Visual, Data-Driven Storytelling [Infographic]
- Seven Tips for Writing Content Effectively [Infographic]