Copywriting

How to make your blog a lead generator

By 14. September 2018 May 14th, 2019 No Comments

Blogs posts have certainly become one of the most effective tools in content marketing. Blogs first became popular in the 1990s, and now everyone from amateur hobbyists to local shops and multinational brands has one. That’s hardly surprising considering that authorities like HubSpot are telling us that content marketers who make blogs a priority are up to 13 times more likely to increase their ROI.

Regular posts allow website managers to refresh SEO content quickly and easily, while well-written articles raise interest in a company’s products or services. well-written, appealing, informative pieces also forge lasting links with potential customers; they invite them to click and share, which, in turn, brings more visitors to the website. However, there’s an art to getting blog posts right. Our handy tips should help you to write blogs that really make an impact.

1. Know your aims

Blogs are often less formal than landing pages or product descriptions, so you can use a more relaxed tone. However, although writing chatty pieces can be fun, it’s important that you don’t lose sight of your objectives. Generally, blogs are intended to attract potential customers and make them want to learn more. So, let the topic of this content be determined by who you want to reach and what they want to see in order to achieve your site-traffic/conversion goals. Adopt a tone that suits the subject and stay focused on your aims.

2. Understand your audience

It’s important to know who you’re writing for. Knowing your audience enables you to adopt a suitable style or tone of voice that will help your readers connect, and it makes it more likely that you’ll come up with topics that really interest them. When trying to create interest in a product or service, make a decision about who it is for and how to attract the attention of this demographic. Be age-specific where necessary; some products might target women in their teens and 20s, while others will appeal to men over 40.

3. Plan your layout

Don’t underestimate the power of the blog within the SEO industry. A well-structured piece filled with valuable and relevant content will keep people reading and will encourage them to share. First, a strong introduction is essential – you’d be surprised at the number of pieces that fail the “two-second test”. The first few lines should outline the subject and offer at least one advantage for the reader. Decide how many points you want to make within your post and devote a section to each. Use headings and subheadings and aim for short, informative paragraphs. Finally, always check spelling and grammar using a tool like Grammarly or a proofreader if possible.

4. Add links

Links increase the quality of your article by giving readers extra information. Well-chosen hyperlinks can also improve the reputation of your site in the eyes of the search engine crawlers, and a good interlinking strategy can improve your site traffic and visitor stats. Add links to pages or external sites that are directly related to the service or product you’re writing about – but be careful that you aren’t sending readers to a competitor’s website.

5. Keep it interesting

Readers probably landed on your blog while looking for a specific item or service, so you should assume that they know a little about it but would like to learn more. Your blog content should make readers feel as if they have gained something from each sentence, and decent content that provides real information is looked at more favourably by search engines like Google. Aim for only top-quality SEO blog material. Consider different angles, aim to become an authority on the subject, or add quirky facts to make you stand out from the crowd. Or, contact us to have an experienced professional writer take care of your blog copywriting.

Text: Diane McCarogher
Image: paceco.com

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Giuseppe Colucci

Giuseppe Colucci

Chief Sales Officer

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