A blog is supposed to make your company look fun, sexy, and interesting. A lot of company blogs do the opposite, however. Grammar errors, indecipherable sentence structure, and bland text are all common. They drive customers away.
It happens because people don’t take a few minutes after finishing their blog post to run through some simple checks to make sure that it actually works.
Bookmark this page, and the next time you go to post your latest blog, make sure you’ve done all the things below first. Trust me, you’ll get better results because it.
Read it aloud
You’ll be amazed at the difference between reading aloud and reading in your head. Not only will you pick up errors you didn’t previously notice, you’ll also get a better understanding of your writing style. If you find yourself struggling, then maybe your sentence structure needs a bit more work. Common errors include overly long sentences, punctuation in the wrong places, and starting a sentence intending to make one point, but ending by making another. The problem with this is that your customers and then the aeroplane will crash. That’s an example.
Does your title titillate?
The title will be the first thing that most people will see of your blog post. Whether they are subscribed to receive updates, or they follow you on social media, they will see your title and decide whether to read your post based upon it. So does it do a good job of representing the post? Does it raise an issue, ask a question, suggest a solution, promise knowledge or new skills? In short is anyone actually going to want to read the post?
Have you started as you mean to go on?
Your first paragraph has to draw people through the rest of the post. Think of it as building momentum. At the beginning your audience is likely mildly interested (thanks to that title) but is largely unresponsive. They are a large heavy boulder and it’s your job to give them a push to start them rolling. Some social media previews of your blog post will also include the first few lines, making it even more important that your first paragraph is as enticing as a sign outside a shop which reads ‘free chocolate bar with every half price cake purchased’.
Will your audience be able to finish it before they die?
A common error is overly long blog posts. Gargantuan essays that run to thousands of words that are not only physically difficult to read, they’re all so mind numbingly dull. If you have a lot to say on a single topic, create a series of blog posts in which you break the issue down into easily explainable or debatable chunks. Or create an eBook. You can give it away for free as an incentive to collect email signups. Click here and download my content strategy guide as an example. The better you are as a writer, the longer a post you can get away with, because you will be able to keep the audience hooked throughout. However, it’s always best to err on the side of caution. At least if the problem is that it’s too short your audience is left wanting more.
Have you included a call to action?
And just as importantly is it varied? Personally, I think one of the things that can often put readers off is ending your blog post with the same call to action each time. You need to tell your readers to do something though, otherwise they won’t. Tell them to share your post, invite them to comment, or get them to email you their feedback. A potential customer who gets all the way to the end of one of your blog posts is someone you want to hold onto. Excluding the use of nets, tranquilliser darts, and electronic tagging, don’t let them get away.