After all this time blogging for Synapsis Creative, it seemed glaringly obvious that I should throw together a list of things I’ve discovered throughout this learning journey. A blog about blogging, if you’ll forgive the metaphysical state of it all…

Blogging begins with a plan

All blogs should begin with a plan – hell, going one step further back and planning your content schedule is even better. With a plan, you can structure when things are posted, coinciding with calendared events to help increase engagement.

If you begin with a plan, your blogs will be easier to structure, so you should finish writing your blog with the intro and conclusion. Whether it’s for the blog itself or simply the planning of one, keep it brief and to the point.

Remember, at its most basic, your blog should be educational – answering or addressing a problem your readership faces. The key is writing about your industry rather than yourself. While blogs should have a personalised tone, the content itself should be more focused on helping people rather than selling a product or service.

To get a real sense of your potential customers’ needs, speak with your sales or customer services teams to see what common issues clients face. It also helps to speak with others in your industry, explore things that your competitors and industry bloggers are discussing.

Start with a general topic, like ‘presentation design’ and then narrow it down to a long-tail keyword like, ‘best fonts for engaging presentation design’. It’s useful doing some keyword research to see what your audience is looking for and associated industries are producing.

Also, avoid excessive keywords (also known as ‘keyword stuffing’) and limit yourself to one long-tail keyword per blog post. Mention your keyword at a normal cadence throughout blog and consider writing keyword synonyms rather than keyword stuffing.

Create a list of topics that support a specific conversion, such as building supplementary content for a recently published e-book or video content – cross promote these things through your blog post and link to CTAs.

Blog’s Last Action Hero

A call to action (CTA), is a prompt to your reader. You should include a CTA within the first few paragraphs of your blog posts. According to Hubspot, text CTAs near the top of blogs produce the highest clickthrough rates. Include CTAs near the most relevant content of your blog’s body – optimally, educating someone should be followed by a CTA that supports conversion, such as an image CTA to a relevant e-book.

The point is to keep your readers on your page and learning more and more as they weigh up a purchase/contact decision. You should be offering your readers that finish the blog a helpful next step, preferably a landing page with a form. Also, consider pop-up CTAs for readers to see as they scroll down to ensure the CTA is highly visible even if the reader doesn’t finish reading the post – particularly live chats or chat bots.

With these basic principles, you should be able to produce some decent blogging content that creates engagement and hopeful converts readers into customers. Next time, we’ll look at how to optimise your blog posts through things like keywords, images, and links.

For more writing tips and tricks across different audiences and communication platforms, download our free Ultimate Guide to Content Writing.

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