How to write a compelling blog

Contrary to what many people think, content creators are much more than just posers on social media. For us, creators of content are artists that create ideas and trends and generate change by adding value to their communities.

Nowadays, creators build amazing brands by engaging with their audience in a much more authentic way though a simple and powerful tool: a blog post. 

Your blog post can have incredible impact on your audience. But unfortunately, sometimes our blog posts don’t get read all the way through, don’t convert and they don’t grab our audience’s attention. But there are ways to make sure you create a compelling blog post that achieves reach and engagement, and we will let you know how.

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Adapt to your reader

Your priority is your reader. Your content is only valuable if your reader finds value in it. So keep your reader in your mind all the time. I personally draft a post 3 times: the first one for myself, the second for the reader and the third for the critics. That way you can make it fun, useful and bullet proof.

 

You can start by asking yourself the below questions. How can I: 

  1. Help my readers solve a problem? Achieve a common goal? Understand a complex issue? 
  2. Soothe a reader’s worry?
  3. Teach them something that can help improve their lives in someway? 
  4. Make the reader laugh?

For our experience, when writing a compelling post, you should focus on 3 main things: content, structure and style.

Content: 

  • Show your expertise: 

You want to be useful to the reader, show yourself as an expert in the matter and bring the readers up to speed in a topic. Show why you are knowledgeable/expert about a section of your blog. Make sure you know what you are talking about!

  • Be accurate:

Make sure you always double check your facts, figures and statistics. And give credit to other sites and share link to the sources where you got your information. 

  • Get right to the point:

People don’t want to lose their time in the internet, so make it easy for them to digest your content. What helps si to write a headline first. This will mark the main point of your blog post and will guide consistency in the arguments you make. Also, it helps to create a list of bullet points to guide the different content and bunch it in categories for the reader. 

  • Post predictively and consistently:

Your loyal audience will want to hear from you. Consistency creates trust that your audience can count on you for more fun content. It may seem that you may run out of ideas, but as soon as you dive in your topic, you will be flooded with new ideas. So jot down the ideas to create your own backlog for future blog posts.

 

Structure:

  • Length of post:

In general, people can only read around 150-300 words per minute, so you should aim for 450-1000 words in total. This will ensure you have enough content to not bore your reader, but also be aware to not be too repetitive. We use Yoast SEO Plugin that helps detect areas of improvement for Readability content. 

  • Colourful and compelling visuals: 

The main disadvantage of a blog compared with a vlog is the less visual and dynamic content. But you can still keep it up for people who love a good read. You can try to aim for the rule of placing an image for every 350 words. What is also handy is to write a post as a list, use bullet points and use subheads to create more space for the reader to breathe between blobs of text. 

  • Call to action:

A call to action can increase your engagement as it requires certain interaction. Normally this CTA is placed at the end of the post. That way, your audience is ready to leave a comment, click on a link or send you an email. It is as easy as asking them a question. But rule of thumb: make them feel as if you are offering a resource, rather than a sale. No one wants to feel invaded by sales. 

Style:

  • Strive to have a unique voice:

Don’t overthink it too much. Start writing as if you were talking to someone and try to write as you would normally express yourself. I must admit. At the beginning it feels awkward to write informally, specially coming from the academic world. But you can always start by reading other’s blogs and experimenting with their voices. 

  • Palpable passion: 

People connect through emotion. And the way you can show your emotion is through showing passion. Avoid a rant and develop a well organised argument. 

  • Have integrity:

Sometimes overlooked, this can literally kill or lift your brand in a matter of seconds. Remember to maintain high standards, get your facts straight, verify your information. Take responsibility when you make mistakes, credit your sources, consider the impact of your posts and be transparent. Aim to reach out for truth, accuracy, fairness and independence.

  • Embrace the readers engagement:

Sometimes people don’t like blogs and you receive negative comments. That is O.K. Don’t worry, even the best content creator receives bad critics. It is just a matter of learning how to deal with criticism. Monitor your comments and learn from them, weigh the good feedback over the bad.

If you are still reading, I am assuming, I did a good job with writing this post… And if you left already, well, you will not get to read this.. haha.

I must admit it was a tricky task to do… Anyways, just to get right to the point ;), remember, it is not about you, it is always about the reader. Always keep your audience in mind, and think about what they want. An exercise I try to do every time I write a post is to keep mindful of my purpose: what am I doing for the reader?

Just think of it like this: writing a post is as easy as gaining new knowledge and sharing it with other people. They will love you for your content!

Hope you enjoyed our tips and ideas on how to write a killing post. If you would like an ‘always handy’ SEO friendly blog post checklist, download our free blog post planner or click this button.

But now, we would like to hear from you. Do you have any other ideas on how to reach and engage with your audience through your blog posts?

See you in the next blog post,

Naomi Rodriguez