Business blogs are very powerful marketing tools. A well-written blog can create interest in your brand and products / services, build your professional credibility, attract new customers and keep your existing customers engaged. So, how do you write a blog that engages?
Tips for Creating Content That Tempts Your Customers
Write on topics that marry your business objectives with your reader's interests. The content should be relevant and important to your readers. It must answer their questions, and provide them information that will help them to make buying decisions. It should also showcase your products or services. If you miss out on either, it is a waste of time for both you and your customers.
Every sale begins with a relationship. And relationships are built on trust. Business blogs are effective at engaging and promoting only when the writer is trusted. Be honest with your readers. If you make a mistake, admit it, promise to fix it and keep your readers in the loop on your next steps. If a particular product or service is suited only to a niche market, (does not have value for all your customers) be upfront about it. This establishes your personal credibility and makes your blog worthy of your audience's time and attention. If you do not come across as reliable, you lose your power to persuade and sell.
Readers like a unique perspective, written in an original style. To keep your readers engaged, write what you really think and feel, in your own words. If your blog posts are a series of newsfeeds, links, ads or promos, you will quickly lose your readers.
Not just how to write a blog, you should also know when to write and publish a new post. Maintain a regular schedule, with new postings at least two to three times a week. Your readers should be able to predict when your next posting will be. A regular posting schedule, backed by intriguing content, increases your audience's anticipation and engagement.
According to a 2015 Microsoft led study , the average human attention span is just eight seconds, and it has been decreasing year on year. Your job as a writer is getting more difficult with each passing year. Your awareness is now checking the stock market, texting their family, dispensing a treat on their connected dog app, maybe even taking a selfie - all while they are reading your blog.
So, how do you keep their attention? Keep your posts short, simple and to the point. Your post is most effective if a typical reader can read it and grasp the highlights in under a minute. Help them to absorb the key points through bulleting, listing and calling out interesting ideas.
As you can see, how to write a blog is a skill. Many small business owners choose to outsource blog writing. You can hire a professional writer for a moderate fee to create and maintain engaging business blogs that sell. It is one of the most profitable investments you can make.