How to write the perfect blog post: the dos and don’ts every brand needs to know

Business can be tough at the best of times without a global pandemic, lockdown and the entire house #WFH (working from home).

But if you want an inexpensive and fool-proof way to build brand awareness, drive traffic to your website, attract potential customers or just provide some useful and interesting articles for your target audience, blogging is the way to go.

A well written blog post will engage your audience, set you up as an expert and create a positive association with your brand – all of which should make the reader more likely to buy into what you’re selling.

Keeping your blog regularly updated with fresh content also works in your favour by signalling to Google that your website is ‘active’. Google rewards you by pushing the site up the search rankings to reach more people.

Sounds good, right? Here’s how to write a blog post people will actually read…

The dos

DO draw people in with an exciting headline: think about solving a problem or putting a twist on a topical news story.

DO write about what you know. You’re the expert, so share your advice, tips and wisdom generously. Writer’s block? Tips-based blog posts work well, for example, Six ways home gadgets will make your life easier.

DO focus on your audience. After all, they are your future customers. Listen to feedback and answer questions. In fact one of the best ideas for a blog post is to answer a popularly searched question on Google – a sure-fire way to get your article seen higher in the search rankings. Provide value by writing something that is in demand and worth reading.

DO show your human side. Tell a story and be authentic. Let your personality shine through. It’s the best way to be relatable and personable.

DO create a mix of promotional and lifestyle content (videos, infographics and ‘how-tos’ are great). Spend too much time promoting the brand and you risk being that annoying party guest who doesn’t listen and only talks about themselves. But if you share useful tips and expertise, then your audience won’t mind some hard sell from time to time.

DO test your content on your mobile: Can you read it clearly? Are images big enough? Are there enough high quality images? (We recommend using one every 200 words.) Do the links work properly? Are there any typos?

DO ask yourself: is the blog post helpful or useful for my audience? If the answer is no, it’s not worth writing.

The don’ts

DON’T blog just for the sake of it. Each blog post should serve a function: telling a story, solving a problem, answering a question or just showing your fun side.

DON’T waffle! Use short paragraphs and, if necessary, create a branded PDF for longer articles that can be printed or downloaded and read offline.

DON’T forget to shout about your success stories. Been in the press recently? Won an award? Tell your customers and share links to any online articles.

DON’T ignore the power of a captive audience – be sure to include all relevant social share buttons at the end of your blog post. Encourage people to share your post so it has more chance of reaching a wider audience.

DON’T forget to proofread. In fact do it a few times, ask a colleague to read it, then check it again.

DON’T be inconsistent. It’s pointless posting great content then not doing it again for ages.

Writing not your bag? If you’d rather get us to do it for you, get in touch.

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