Blog posts may seem a little old fashioned but they are still the number one asset for connecting with your audience.
They also allow you to generate leads simply by creating valuable content and gaining trust over time, without sounding like a salesman!
This is key when it comes to nurturing your prospects.
But how do you write a blog? Where do you start? The following will tell you exactly that.
- Create a thought shower
- Use the Michelangelo Technique
- The 6 point framework of persuasive blog writing
- The perfect opening
- The body
- The close
Create a thought shower
Analyse – Start by analysing what exactly it is that your business does.
Complete an audit – Which posts have you done in the past that have performed well? Equally, what hasn’t?
Competitors – What are your competitors doing? What can you learn from or do better?
Audience – Think about your audience – the blogs that you write should be about you, or what you want to write about. What are the desires and pain points of your target audience?
Plan – Combine all of this information into a thought shower and plan out a blog content strategy!
Use the Michelangelo Technique
Good old Michelangelo believed that sculptures were already captured in a block of marble before he even started sculpting.
He simply had to set his artwork free.
Your blog is already there in the research. Your task is to find it.
1: The same steps that you just used above, you will now use for your research! Instead of focusing on the idea now, you shift your focus to the actual content.
2: As you read your research, be sure to write down any ideas that spring to mind.
3: Keep in mind that your goal is to create a data-driven post that has plenty of value!
Use sources such as scientific studies, presentations, images, infographics, videos, statistics and facts.
The 6 point framework of persuasive blog writing
Likeability – This goes without saying really… if your reader doesn’t warm to you, they probably won’t keep reading. Be authentic, show your imperfections and make sure you’re real.
Credibility – Bite sized content that uses plenty of images and actionable points will help your reader to invest in both what you can do, and what your business is capable of doing.
Urgency – This simply refers to helping your readers to stop procrastinating. You need to tell them why your content matters NOW. Calls to actions and free downloads are a great way to do this.
Authority – As we mentioned above, data driven content is key. Your content needs to be more valuable, and more comprehensive than all of your competitors.
Reciprocity – This one really adds to point 3. Reciprocate by providing value with no strings attached!
Authenticity – be your absolute true self. And do this consistently. It’s that simple.
The perfect opening
Obviously this starts with a class headline.
Be specific. Give an incentive to start reading. Appeal to the senses and try to create an emotional response.
Next up it’s time for the opening sentences.
Try to keep the sentences short with snackable content, and paint the picture for all the promise that your blog holds.
Adding a little extra personality through stories and anecdotes will only boost your credibility more!
For each point this is your formula:
1: Start with your why – what is the point in what you’re about to say.
2: Paint the picture
3: Show some data
4: Give an example
5: Give an action step.
Now that you’ve got the basics, add some pizazz! Let your personality show up and sprinkle in a little humour!
It’s that that will put a unique spin on your content and keep your readers coming back for more!
Ok, we’ve made it this far… don’t let your closing sentence be a complete flop after all that effort you just put in.
Use this paragraph to emphasize your main message throughout your blog. It’s probably a good idea to look back at how you started and draw that back in for the close.
Be inspiring. No-one wants a negative ending.
End with a call to action. Where can people find you if they’re willing to take that next step?
Here’s an example from one of our recent blogs:
So there you have the formula for writing a great blog post.
The most important thing to remember throughout all of this is to be your true self. Don’t get caught up in the idea of perfection or following this formula to a T.
If you’re looking for any help please do not hesitate to get in touch with one of our content experts. (Look at us following our own advice!).