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Our five top tips on how to write blogs with impact

The page is blank. The cursor is flashing. Your mind is empty. It could be a scene from The Shining. 
 
Writing for business can be daunting, but a few simple tips can help you to create copy that grabs attention. 
 
Blogs have become an increasingly popular and effective marketing tool, used to build awareness, develop trust, generate leads and boost search engine rankings. But to do that, the copy needs to deliver value, educate your audience and align with your own messaging. Effective content can convert visitors into customers, and customers into fans.
 

Under this pressure, it can be hard to know where to start, so we've put together our top tips on how to create engaging blogs. 
 
1. Who is your audience?
The most important question to answer is – who is my reader? By understanding your target audience, you can put yourself in their shoes and create content that directly appeals to them. What are their specific needs and how can you help them? By educating your audience, you position your company as an industry authority.
 
2. Create a blog plan
The hunger for up-to-date information, news and opinion has never been greater. However, to create content that stands out from this barrage of data means you need to be clear about what you want to say. And that takes planning. Create a simple blog plan for every post, including the title, central message and conclusion, before you dive into writing. Planning will save time in the long run, helping you stay on track and on message.
 
3. Don't underestimate the power of the title
Bear in mind the 80/20 rule – 80% of website visitors will read your title and only 20% will read on. So, the title needs to grab ATTENTION. The introduction needs to be equally engaging; one technique is to create curiosity through an abstract lead-in, or 'drop intro'. Your blog post needs to be easy to read, simple to navigate – with ample white space around the words. Keep paragraphs short. Break up your points with bullets or subheadings.
 
4. Show, don't tell
The best copy paints a picture; a situation that the reader can identify with, which excites, intrigues or inspires them. If the language is commanding, the text becomes more engaging. Posing questions, and then answering them, is an effective example of this. It speaks directly to your audience. Try to avoid overt sales messages in your blog as this can be off-putting, and the aim is to build trust. 
 
Whilst it's important to optimise your content for SEO purposes, beware 'keyword stuffing' which can detract from your point and interrupt the flow. Use keywords and phrases in your titles that reflect language used by your reader.
 
5. Is there a clear call to action?
Content marketing isn't effective if there's no call to action, and the best place for this is at the end. What would you like the reader to do next? If it's to sign up to a weekly newsletter then offer clear instructions, outlining the benefits of doing this.
 
In a world obsessed with keywords it's easy to think there's a simple 'fix' that will keep people coming back. But good copywriting isn't about peppering the text with some magical words. Express your message clearly, don't obscure it behind too much information and never lose sight of your reader.
 
If you're looking for advice or help with your content give us a call to find out how PMW can help.

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