The Art of Crafting Compelling Blog Posts: 8 Blog Writing Tips for Digital Marketers
August 23, 2023
In the endeavor of keeping up with the dynamic realm of digital marketing with the aim of retaining user attention – the power of a well-crafted blog post cannot be underestimated. Alongside driving engagement and visibility towards your business and brand, a compelling blog can establish authority and expertise over the field – something that is especially crucial to indicate in a B2B sphere of marketing. This makes blog styled content an important aspect of Digital Marketing to master. In this comprehensive guide, we’ll delve into the core elements of Blog Writing that can help you get more RoI from your digital marketing budgets.
Element #1: Understanding your audience
All writing needs a compass in order to be effective and compelling. For a digital marketer, this compass lies in the psyche of the audience. It is crucial to tap into the interests and aspirations of your targeted audience. Today, with analytics tools – being able to assess your target audience through their digital personas is certainly possible through demographic pointers, CTRs, preference indicators, etc.
To refine your B2B Social Media Marketing – these data driven insights are important to guide your writing. Accordingly, you can tailor your content, writing style and language that is relatable to them – improving both retention and understanding.
Element #2: Fuel the right ideas through industry research
In today’s fast and competitive internet landscape – you want to stay relevant. For this, it is important to have ongoing Market Analytics and Industry Research into emerging trends, contemporary questions and problems and industry updates to find relevant content gaps that can be filled by you.
Aside from establishing credible thought leadership, this will allow you to capture high engagement and visibility – especially if the content is likely to be shared and cited. It is thus crucial to jump on important unique content early. On this end, utilize keyword research tools to uncover latest search queries and other trending terms to position yourself to provide valuable and timely insights through your brand to your readers.
This is especially valuable from the B2B perspective – as it can capture a larger domain authority and build trust in the service you can provide.
Element #3: Using headlines that hook
Your blog’s headline is the first impression you make on your readers and thus, the golden ticket to entice them to explore further. Using your research, you can craft headlines that promise value and ignite intrigue and curiosity right off the bat. A few tips that can make your headlines more compelling include:-
- Use power words and action oriented language
- Incorporate keywords that are performing well
- Try and make them witty and snappy to stick with the reader
- Create a sense of urgency through the title
- Incorporate numbers or statistics to draw attention
Element #4: Structure for success
A well structured readable blog increases retention and understanding in a brilliant double whammy. Consider having an outline – dividing your content into clear sections with subheadings to walk the readers through your narrative. Have a captivating introduction – setting a bold stage and accordingly present the following sections linking back to the broader theme you have laid wherever you can and conclude such that it reinforces key takeaways. Feel free to incorporate visuals, tables, bullet points, aside notes, boxes, etc -where appropriate to increase the visual appeal of your Blog.
Element #5: Clarity and visual enhancements
Alongside structuring, readability is also measured in the ease the audience feels in following your narrative. This is why simplicity through clear and concise language is essential. On this end, avoid using overly long sentences, unfamiliar jargon or unnecessary filler sentences. You want to prioritize lucidity over complexity – in order to be accessible to your audience and making an impact on their understanding.
Another equally pivotal facet of readability and retention lies in the visual appeal of your blog. Visual content not only adds aesthetic value to your blog but also helps explain complex concepts and keeps readers invested in your post. On this end, incorporating elements such as images, infographics and videos to break up text into more digestible chunks is definitely worth considering!
Element #6: Establish credibility
An aspect indispensable for driving impact is to have your reader trust what you have to say. Building such trust comes from delivering content that is verifiable, data backed and objective. This element is particularly essential when it comes to B2B marketing – as you want to be seen as a thought leader with high expertise in the industry, reliable with your knowledge and solutions.
Increasing the credibility of your content would involve extensive research into the topic before approaching writing – in order to be able to adequately highlight statistics, studies, expert opinions, data and sources to validate your arguments. Lending persuasive weight to your blog will drive up the trust factor among your audience.
Element #7: Master the call to action
A Call to Action or a CTA is a prompt which inspires your audience to take up a desired action – usually reconciled with your business needs. A CTA can manifest in many forms – for example, a popup banner for the reader’s email information or a “Download” button that can lead them to further resources on the topic at hand or a sharing option to lead them to social media platforms.
In a blog piece, the conclusion is the perfect place in order to invite your readers to take the next step. A compelling CTA allows for a deeper connection with the audience. Be clear about what you would want your reader to do and make it as simple as possible for them to reach that action. From a B2B perspective, it is important to remember that this stage holds the greatest propensity to move your reader along the sales funnel making it vital to ensure it is cleverly created.
Element #8: Polish to Perfection
Like any masterpiece, your blog needs its finishing touches before being fully ready. These pieces of polishing come in the form of meticulous editing, proofreading and reviewing. Aside from making sure your piece is clean off of any spelling, grammar and syntax errors – also read your piece again from the perspective of your audience. If you are a B2B marketer, place yourself in the shoes of the prospective client and consider how the Blog reads to your interests.
By doing this, you identify any additions, trimmings of unnecessary portions and ensure a smooth flow from one section to the next. In assessing tone and writing style, you can make use of writing and editing tools which can indicate how the writing is likely to be perceived and make any necessary changes. You can also consider enlisting a fresh pair of eyes (or a couple) to catch any oversights.
Alongside producing effective and insightful content, you want to make sure that the post-writing process is airtight in order to properly have its impact felt. Here are some tips you can undertake to maximize the success of your blog post completing its content:
Promoting your Blog: The value of any piece lies in how many it’s able to reach and resonate with. After crafting a compelling blog post, you would want to distribute it through various channels and actively promote it – in order to set off wider engagement and discussion on the topic. This element can include:-
- Posting your blog on online social media communities like Twitter, Instagram, LinkedIn, or Threads. It would also be helpful to your visibility to have a few platform appropriate lead-ins prepared accompanying your piece which would help in improving leads and increasing traffic. It is advised to use hashtags and keywords with snappy, eye catching captions.
- Providing a space for further discussion can be in the form of a comments section or a private messaging option where any readers can directly contact your business. This practice is especially helpful for drawing in clients from a B2B Marketing perspective as it provides a forum for prospective clients to reach you and engage with your services.
- Leverage email marketing to notify subscribers of your blog to ensure it reaches those who are already interested in your brand.
- Utilize SEO strategies to increase your Discoverability – A well optimized SEO strategy will make sure that your website and your blog performs well in search rankings. While SEO strategies would warrant a separate article, some tactics you can keep in mind are:-
- Include Keywords in your headings, URL and meta description
- Reduce Image Sizes to make your website load faster
- Write Descriptive Alt texts for blog images which include important focus words
- Incorporate internal links to other related posts on your topic
Feedback and Iteration
Crafting the perfect blog is an ongoing process across many pieces. It is important to embrace the feedback and analyze the performance of your blog in order to stay on the course to successful, wide reaching and impactful blog writing. Assess the stakeholders and the different ends from which you are receiving feedback – be it peers or clients.
Furthermore, you can consider using analytics tools and compare the performance of the blog against any goal markers such as shares, engagement, user retention, conversion rates, etc. You can feel free to experiment and explore what is working for your audience. A low performing blog could be disheartening but it’s still extremely helpful and important – as it provides you with important information on what works. Use this data and iterate towards striking gold next time! This is especially true in the B2B sphere where your brand identity and narrative is further strengthened through each subsequent blog or story.
And there you have it – your guide to crafting a compelling blog piece which is ready to be read, shared and engaged with! Take into account the checklist of elements outlined in this guide and you have the blueprint to create content that will resonate, captivate and drive meaning results! Remember that the journey is going to be one of continuous evolving alongside your field and refining your style per analytics and performance. Bringing in that adaptability to your writing will help you reach the right audience – irrespective of the ever evolving nature of your industry and the internet.
While this journey through content creation and blog writing might seem challenging, Koda can help you navigate it. The team of experienced writers can expertly handle a wide range of industries, topics and content types – per your needs. We pride ourselves in immaculate research, knowledge and delivery – resulting in high quality, insightful and tailored content that resonates with your B2B target audience. Partner with Koda today to elevate your B2B business growth.