Text: W is for writing

How to write engaging blog posts

If you want to build a blog that gets results, then you need to write engaging blog posts. There’s no point coming up with great ideas and spending hours writing loads of words if nobody is interested in reading what you’ve written.

Planning and research

Before you start writing, it’s worth taking some time to plan your post and research your topic.

Build a brief

Refer to your blog strategy to make sure you understand what you want to achieve from your blog. What is the purpose of your blog post? Do you want to promote a specific product or service? Are you trying to gain a bigger social media following? Who is your target audience for this specific post? What action do you want them to take after reading your post? Building a brief will help you choose a subject.

Generate ideas and choose a format

What problem will your post solve or what question will you answer? What questions would your reader have about the subject? How can you make your post unique? Come up with ideas for headlines based on the subject you have chosen. Decide what format you will use for your post. Do some research around the keywords people are using.

Research your topic and collate information

Conduct research on your chosen topic to ensure your blog post is accurate and contains useful information. Collate all the information you gather and decide what you will include in your post.

Writing your posts

Once you have a general idea of what you want your post to be about and you have done some research you need to write your post. The hardest part is usually getting started. Once you get going you find the ideas start to flow more easily. Here are our tips for writing your post:

Set aside time to write

The first thing to do is plan a time where you can concentrate on writing your post. You may decide to do this outside of normal working hours or quiet times where you won’t be distracted by phone calls and emails. Alternatively, switch your phone to silent and close your emails down whilst you write.

Write first and edit later

Don’t try and edit your post as you go. Writing the first paragraph will take far longer if you try and make it perfect. Instead just get your ideas down, no matter how badly written, then go back through and improve it. Nobody sees your first draft apart from you so it doesn’t matter if it isn’t any good.

Find your writing style

Some people start by jotting down bullet points and then filling out the information. Some people write their introduction last. Other people just write from start to finish and then reorder the information afterwards. There is no right or wrong way to write; do what works for you.

Write to your reader

Write as though you are having a conversation with your reader. This doesn’t mean write how you speak and it doesn’t mean using informal language if that doesn’t fit with your brand personality. It simply means that you should make your post sound natural.

Think about the structure

Think about the layout of your post. You should use headings and sub-headings to break up the text. Think about what images or videos you will include and how you can incorporate these. Consider what other blog posts or pages on your site you will link back to and how you will fit the links into the copy.

Use appropriate language

Don’t use industry jargon or technical terminology if you aren’t writing to other people in your industry. Try and keep your language as simple as possible so that your post is easy to follow. Avoid offensive terms or words. Use a tone that is suitable for your company whether that is formal, informal or somewhere in between.

Keep it logical

Keep your ideas in a logical order and stay on track. Don’t jump from one point to another and then back to a point that you started out with. You may have to change the order of some of your paragraphs once you’ve written the post or cut copy out where you have repeated an idea. 

Editing & proofreading

Once you have written your blog post leave it overnight (or longer if you can) before going back to edit it. Editing is where you have the chance to perfect your post. Think about whether you have covered your subject as well as you could. Is your blog useful, interesting or entertaining? Could you add something else to make it even better? Are there bits you can cut to make it stronger. 

Once you have edited your post, leave it again and then give it a final proofread before publishing it. This allows you to go back to it with fresh eyes, making it easier to spot mistakes. 

Editing and proofreading your post before you share it with your readers ensures a better quality than if you just rush to post something out. Your blog represents the kind of company you are, so make sure it shows you in the best light. 

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