Blogging can be an interesting adventure; but with such a huge diversity in content, like personal, lifestyle and business blogs (and everything in between), it can be easy to start feeling overwhelmed. Luckily if you want to keep your blog relevant and create quality blog posts, you don’t have to have special training. All you really need to do is make sure to remember a few key principles.
When you think about the content that you like to read, do the titles stand out? If you go to a blog to read about interior design would you expect the post to be called, “Tick Tock Goes the Watch?” of course you wouldn’t. Titles matter and they help to keep content relevant and eye-catching. Not only will a badly titled article resemble a worthless spam post, it’ll likely go completely ignored. You want your target audience to actually sit down and read your post; after all, they’re only going to click your links if they think they’ll be interested in what you have to say.
Don’t use technical jargon
When you are an expert in your niche or industry, it becomes hugely tempting to throw around very specific jargon without thinking about it. Every office, company and blog has its own little vernacular, rife with words that an outsider has no chance of understanding – you want to avoid this, like the plague, in your blog content. There is no faster way to shatter a connection and alienate new readers, than using phrasing that they don’t recognise.
While you should never dumb down posts and treat readers like they are unintelligent; stick to regular, common language to express yourself, where possible. Slipping into jargon can also make a post come off as mechanical or too heavily structured, which takes away from that human aspect we were just talking about.
Think of your posts as a conversation between you and your reader. It’s really that simple.
When you’re working on the content of your blog, don’t fall into the pit of limiting your audience. In some cases it can be wonderful to think locally, but when you’re trying to expand a brand, you really need to think globally.
It’s important to know your main demographic inside and out so that you can target your content toward them, but also keep in mind those readers who sit just outside of your usual audience. You never know who might take a sudden interest in your topic, if it is phrased in a way that they can easily understand or relate to.
It’s human nature to react to an opinion; whether that’s a positive or negative reaction is another matter, the important thing is that it elicits an emotional response. When you’re posting on your blog, or about your brand, take a stand, let people know what you think and feel.
Of course, unless your brand is strictly political in nature, you want to avoid the really controversial or weighty topics, but taking an informative and interesting stance on something relative to your industry is a fantastic way to remind your readers that there’s a person on the other side of your blog. That said, you still always want to stay professional and respectful – but don’t be afraid of being firm with your feelings. The more you adhere to this, the more you will humanise your blog and its brand, meaning a stronger connection is formed between you and your customers. This is a key element of repeat business.
Always make your posts as conversational and human in tone as possible – this is guaranteed to keep people interested. It might be easier to write bare bones content, delivered in a robotic, informative tone but it’s never going to land well with your audience. For example, how excited do you get when reading ingredients labels at the supermarket? Exactly, you don’t, Too much dry, sterile information and your posts are going to start resembling the blogging equivalent of an ingredients label. On the flip side, the more human your post sounds, the more likely it is to connect with readers – and connection is key retaining their interest.