Maybe as Marketing Manager you are considering including a blog in your content strategy. The first thing you should do is decide if this action will help you achieve the goals of your company.
First big question:
Does having a blog help me achieve my business goals?
If your answer is YES, go ahead, read on.
But in this article we will not reveal the magic formula to get write the perfect post that attracts trillions of readers. You know why? Because it does not exist. There is no one universal way to do it.
What we are going to explain is how we understand what a post should be and what has worked so far.
Currently there are more than 250 million blogs on the internet. Can you imagine how many articles have been published? It is more than evident the importance of writing a quality post if you want to be relevant in your sector and stand out from the competition.
From the experience of Digital Makers, the posts that work meet certain requirements. Each article must be written taking into account own factors to each company.
What will differentiate your blog from the rest is that personal touch that you give it. And what will really make your post relevant is the quality of its content and that it responds to the needs of your potential clients.
Also, from the beginning you will have to be very clear about your content marketing strategy. Knowing what topics interest your audience will be the basis for writing a post that will generate results.
From Digital Makers, we advise you to consider these 6 aspects before writing:
It is not the same to write a text for a manager of a company, an athlete or an engineer to read. You must know your audience, know what interests you, what needs you have and what you can do to help you. But above all you should know what tone of voice to use. That is why it is so important to have empathy with the reader. In Digital Makers we work with Empathy Maps, which allow us to understand what our potential clients feel.
The first thing you should do is ask yourself why your company wants to have a blog. Publishing articles is not an isolated action in your business strategy, but is one of the key pieces that will help you achieve your challenges. To know what our business plan is and how far we want to go, we use the Business canvas marketing tool and a Horizon Map.
Define previously what topics and subtopics you are going to deal with in the article and with what structure you will present them. Sort your contents so they are understandable and follow a logical sequence. The simpler, the better.
Your article has to be so interesting that the reader wants to share it in social networks. It is essential that you know how to use copywriting techniques, so that your texts are persuasive. For example, start by creating a flashy title, which focuses on the benefits that the reader will get if you read what you have written.
Think that if you do not get it to open, everything else will not have served at all. Again, empathize with your client and prove curiosity. Keep in mind, that images also play an important role in attracting attention. Choose a header image for your article that is also consistent with the style of your brand.
Ask yourself what you want to happen when the reader finishes reading your post. Maybe you want to subscribe to your blog, make a comment, call you, write an email contracting your services, make a donation, share it on social networks… Create a very specific Call to action, which leaves clear what you have to do after reading your article.
The post has to be optimized so that it achieves the objectives for which it was created. Maybe the goal is simply to be able to share that post with clients. Or you want to get it positioned with your keywords so that Google finds it easily and gets traffic to your website. Whatever your goal, you must have it very clear and act accordingly.
In any case, it is important that you include links, both internal to other articles of your blog, and external to other web pages that contain complementary information.
These are the 3 resources you need to write a post that not only calls the attention of your potential clients, but also takes them to action:
And, to finish, we do not want you to leave without first telling you that it will be easier for you to create content for your blog if you plan the articles that you are going to write. To deepen on this topic, read our post How to create an editorial line for your blog.
Are you ready to start writing posts for your blog? Explain what is most difficult for you from Digital Makers to help you.