blog writing blogging for business
Content Marketing | Inbound Marketing

Blog Writing for Non-Writers

So you want to write a blog for your business. Good for you! 

As popular and effective as videos, TikTok, social media posts, newsletters, and podcasts are, blogs continue to hold their own as inbound marketing tools.

Blog writing is still the “most effective form of content creation – over email, books and white papers.” It’s also the third most common content marketing strategy for businesses. What’s more, those who use their blog to market their business see 13 times the ROI of those businesses that don’t.

But,” we hear you saying, “I’m no writer.”

Fair enough. Most people don’t enjoy writing. But because blogging is such an effective and affordable marketing tool, we truly feel you should give it a go. And – believe us – it won’t be nearly as hard as you think it will. Some tips:

Look at writing as a conversation, not a chore.

Once you decide on a topic (more on that in a moment), consider merely sitting down at your laptop keyboard with a  blank MSWord doc in front of you and start “talking.”

Talk out loud if you need to and write down what you say as you say it.

Write just as you talk (a conversational tone). Don’t worry about creative wording. Don’t keep a thesaurus at your elbow. 

Just talk.

Be knowledgeable – a blog post should help your prospects/customers solve a problem or reach a goal – yet be yourself (personable and relatable). Provide readers quality information, actionable tips, etc.

Choose your topic and ideal customer.

Your blog’s main purpose is to answer prospects/customers’ questions. 

As you run your business, what are the main questions/concerns you hear from them? Those are the questions/topics on which you’ll write!

Keep your ideal customer in mind. For example, if your product is one geared toward new parents, remember that new moms may have different questions than new dads. 

Decide on keywords.

People look for information online with keywords. For example, new parents may ask “How can I get my baby to sleep all night?” The keywords in that query are “get baby to sleep” (you also could add “all night”).

Once you determine proper keywords for your topic, you’ll place them two or three times in each post. (Aim to use two to three different keywords in each post.)

(Here’s a great HubSpot blog post to help you in your keyword research.)

Link to authoritative websites (including your own).

Doing so helps you because once you have a link to an authoritative site, Search engines like it when you credit the site from which you got the information you state in your post, 

You also may receive a link back to your site from that site. This is called a backlink and search engines really love it when a major, respectable, authoritative site links back to you. 

Linking to other pages and blogs posts on your site also helps readers look around your site. It also helps search engine “crawlers” index more of your site’s page which also helps you in search engine results.

Keep the content flowing.

Aim to write in short-ish sentences. Keep paragraphs short, as well: the human eye balks at reading “blocks” of text. 

Break your content up into headings and subheadings.  Don’t be afraid of bullets and numbered lists.

The easier it is for visitors to “scan” as they read your posts, the better. Short sentences and paragraphs, bullets, and lists all help them do so.

Photos and even videos imbedded in the body of your post also help keep readers’ interest.

The one thing about blog writing that you really can’t “eliminate” is the time it takes.

A blog post should be between 750-1000 words (although 500 words often is enough). That could take between one, two or even three hours, depending on how fast you can write (and edit/check it for errors before posting).

Contact Ingenex Digital Marketing to learn how we can help you with your blog creation.

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