When faced with having to write any kind of content a good copywriter should always have a structure for success. When writing a product review, for example, a copywriter needs to focus on things that will be important to a prospective purchaser. Quality, warranty, delivery and after-sales service. Blog posts are no different. In order to construct a post that is easy to consume and that will offer real value to your readers, you need to structure it correctly. The good news is that in order to create great content the formula is actually quite simple. Below we have listed 6 simple tips that if followed will definitely help to improve your blog posts and please your readers.
Spend time on your headline
The headline is the most important part of your article or blog post. It is what determines whether the reader will ultimately go on to read your content or not. Spending time getting it right is time well spent. Whilst you may not have a team of editors and sub-editors to help you craft the perfect headline you can certainly capture your reader’s attention by using these headline writing tips.
Begin by constructing at least a dozen different headlines. Give yourself plenty of options to see which one works best for your article.
Open with a powerful statement
Your opening paragraph should be as powerful as you can make it. The opening statement needs to give your reader a promise of what is to come. Remember that most readers, particularly if they are new to your blog have a limited attention span. Make sure that you open with something that will convince them that your blog post or article is worth the read.
Keep it super simple
Short, sharp simple sentences are the best way to ensure your reader’s attention. Over long or complicated sentences or paragraphs with ‘flowery’ language will almost certainly put your reader off. As a general rule try to keep each sentence to approximately 20 words. Paragraphs should be 2-3 sentences. In this way, the reader is always only having to deal with small easily digestible bite-sized chunks of text. Make it easy for the reader to follow along with the flow of the article or blog post. Short sentences encourage a pleasing rhythm for both the writer and the reader of any story.
Break up the text
Many readers can be intimidated by long blocks of text. If the post looks like it may be difficult to consume then the viewer will lose interest immediately. Break up your text with plenty of subtitles. Not only will this make your post look more digestible it can also help with your SEO.
Bullet points are another way to break up your text. Instead of using long explanations in order to get your point across try bullet pointing your content.
- Bullet points look attractive
- Bullet points are easy to read
- Bullet points enable the reader to remember key points
- Bullet points encourage the author to write more concisely
Use of images, videos or graphic representations such as infographics is also a great way to break up text and stimulate interest. The more descriptive the images are the better. Images should always have some relevance to the blog post and funny images are always appreciated so long as they fit the subject of the post.
Get rid of the ‘noise’
Be brutal when editing your content. Never be satisfied with your first draft of anything. Do not be afraid to go through your content again and again and again in order to get it right. Put yourself in the mind of the reader. How would someone who doesn’t know you interpret your content? Will they be able to follow the ‘flow’ of the text? How engaged would any new reader be with your blog? Are they getting what they are looking for from your content? Does it enrich them?
Close with an effective summary
The close like the headline should be a powerful statement. Leave your reader with the inspiration to continue on to other sources of information that you provide or to bookmark your blog. You can do this by effectively summarising the information that you wish to get across.
A good summary for this blog post, for example, would be…
By following these 6 simple content writing techniques your blog posts will have maximum impact on your readers. Your posts will be both easier to write and to read. How you structure your blog posts determine how engaged your readers will be with your brand. New readers and old will soon understand that you care about how they engage with your content and they will trust you to give them what they want in a style they are comfortable with.
The summary is also a good opportunity to promote other blog posts that you feel may be relevant to your readers. For example, readers of this article may also be interested in learning how to write a ‘killer’ headline for your blog posts or they may require some tips on keeping your blog posts simple and easy to read. Alternatively, you may want to add a little more information about yourself and your business. Explain to your readers what it is that you do and how you are able to help them further in order to encourage loyalty.
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