Blogging is one of the most effective ways of driving traffic to your website. As we’ve discussed in a previous blog, if you’re not blogging you’re generating less than half the leads that your competitors are.
But it’s not as simple as bashing out a few words on your computer and then uploading them to your site.
In this article we reveal the secrets of how to write a must read blog post that will instantly boost your web traffic.
Make your blog an answer to a question your target audience is asking
You may have a thousand ideas for what you want to write but it’s all waste of time if it’s not content that your target audience wants to read.
Two purposes of a blog is to attract traffic from search engine queries and establish you and your organisation as an expert in your field. One of the primary reasons a potential customer is conducting a search about your industry is because they want an answer to a question.
By anticipating these questions and answering them you are increasing your chances of ranking highly on Google.
This is mainly because Google is becoming increasingly sophisticated and ranks content on its ability to answer a searchers query, rather than focusing on keywords.
So how can you anticipate the queries your potential customers are likely to have and the problems they need to solve?
You may already have the answer to this but if not conduct some research and ask them yourselves.
- What are the most common questions you get asked by customers when they contact your company? An immediate treasure trove of problems to solve and topics to write about
- Join Facebook groups that are relevant to your industry and “listen in”. It won’t take long at all before you know what the most common questions and problems are
- Send an email out to your database or pose a question on social media – “What question would you most like answered about XYZ in our industry?”
For example, from being a member of several digital marketing groups, I know a question that often gets asked by marketers and business owners is “how can I write a blog post that people will want to read and give me a boost in traffic?”
So I’ve obliged!
Get inspired by the blogging competition
Now that you’ve established what it is your target audience wants to read about it’s time to start typing away, right?
Well not quite, you need to do some research first.
Find out what’s already been written on the subject, particularly by your competitors, and improve on it.
A very simple way to approach this is to simply type in to Google the question you want to answer. Read through the top three or four ranking articles and see how they have approached the subject.
- What areas within the overall subject have they addressed?
- What sub-headings have they used?
- What types of images have they used to illustrate their thoughts?
- Have they used video content or other interactive media in their blog?
Now you have an idea of what information is contained in the top ranking content and how it is formatted you have a blueprint to follow.
Please note, your competitors content should be viewed purely as a blueprint – Google, your competitors and copyright lawyers won’t be happy if you simply copy and paste sections from these blogs.
But one way you can improve on that blueprint is with the help of Google. You know that box that pops up stating “People also ask”?
Pop one of those queries in as a sub-heading and it will give your SEO a boost.
As I mentioned earlier Google is looking to provide the content that best answers a searcher’s query.
By answering that query but also anticipating what a searchers next query is likely to be demonstrates to Google that you really do know your onions.
Give your blog a headline that immediately grabs your audience’s attention
It’s well-trodden copywriting lore that while 80% of people will read a headline, only 20% will read the article (or blog, or sales letter or email).
So if you want to increase that 20% you need to make sure your blog headline grabs your reader by the short and curlies and doesn’t let go.
So did I succeed with my headline?!
Would you have been less likely to read this blog if it had been entitled “How to write a must read blog”?
Please let me know.
The point is, writing the blog post is only half the work. You should spend an equal amount of time working on your headline, after all what’s the point in spending all that time working on a blog if no one’s going to read it?
Your headline should intrigue the reader and make them feel that they could be missing out on vital information if they don’t read the article.
To perfect this, get into the habit of writing out as many headlines as you can and ask colleagues, friends or family which one would mostly grab their attention and convince them to read on.
This may sound excessive but editors for viral news site Upworthy are required to create 25 headlines for each article they write. According to Upworthy’s co-founder the right headline can impact clickthrough rates by 500%.
A good way to up your headline game is to keep a tab on those (whether they are for blog articles, emails, adverts or newspaper articles) that make you clickthrough or read on.
What is it about that headline that has piqued your interest and convinced you to read that article or email?
Did it have an emotional impact on you?
A good place to start is by checking out this article on famous ad headlines that have resulted in millions, if not billions, in sales. This will give you an idea of the types of headlines that are most likely to engage readers.
How do you attract people to your blog?
Mmm, does this subheading seem familiar? Well it should because you would have seen the question further up the page where I suggested using the “People also ask” suggestions to improve your SEO.
But how you attract readers to your blog is highly important. As I stated above, what’s the point in writing it if no one’s going to read it?
It probably goes without saying that sharing your blog content on social media is a must, as well as sending it out to your email list.
However, another great approach is to include contributions from industry experts (otherwise known as “influencers”). That way you can ask them to share your blog as well, introducing your website and company to a whole new audience.
Now this doesn’t have to be someone that has millions of followers, just someone that has recognition in your industry.
Recently I pitched an idea to a client, that I would identify and interview an influencer in their field for their blog (they like to write their own blogs, I generally optimise them for SEO) and this was the result.
By tapping into this influencers network (and utilising a headline that grabs you by the short and curlies, obviously) the client doubled their normal weekly traffic.
To write a blog post that grabs your audience by the balls and instantly boost your web traffic
- Answer a question your target audience is asking
- See what approach to the subject the best ranking content takes
- Anticipate the next question your audience may ask
- Share your post on social media and engage influencers
If you would like to find out how deepsocial can help you with your content writing needs please get in touch.