5 Keys To Write Better Articles For Your Company’s Blog

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I already told you in a previous article, why your company needs a blog soon.

Now, here are some keys to help you write better posts for your business’s blog, raising the relevance, credibility, and traffic of your page.

1. Firmly introduce your main idea

In the book Made to Stick, the Heath brothers shared the following story about a writer that learned to pay attention to what was imperative in journalism classes.

One day, the professor asked his students to write a newspaper holder basing on certain details he had given in class. The students’ work was to examine those details and summarize the information in a single short phrase. These were the facts:

“Kenneth L. Parker, director of Beverly Hills High School, announced today that the entire school faculty will travel to Sacramento next Thursday to attend a colloquium on new teaching methods. Speakers include anthropologist Margaret Mead, R. Robert Maynard Hutchins Institute President, and California Governor Edmund ‘Pat’ Brown.”

After the students read the headlines they had created, which were simple reformulations of the data, the teacher surprised everyone by saying that the central story was this: ‘Next Thursday there are no classes.’”

This experience was impressive for this writer:

“It was an overwhelming moment […]. At that time I learned that journalism was not just regurgitating the data, but finding the underlying idea.”

Could this lesson apply to bloggers?

In my experience as a blogger and digital marketing specialist, I can say that most blogs fail because they have articles that don’t go straight to the point, and that is why they are boring and useless.

On the web, what matters most is what happens at the moment. That’s how the real world works.

Therefore, present your main idea directly. Don’t bury what you mean underneath the layers of endless ideas.

This key goes hand in hand with the following:

2. Use simple language and eliminate unnecessary words

“On blogging platforms on the web, good graphical representation of a language is preponderant to be very successful.”

That sounds booooooring, right?

It would be much better like this:

“Good writing is important to succeed with a blog.”

Can you see the importance of simple writing, removing unnecessary words and being more concrete?

Look how Neil Patel does, one of the most famous digital marketing experts in the world:

Write better articles with simplicity

Beautiful, right?

Remember the KISS principle for design: Keep it simple, stupid. It’s undeniable that it also works well in writing.

Some tips for writing in a more understandable way:

  • In most cases, change the passive voice to the active voice to add more action to your writing.
  • Try describing actions using verbs instead of nouns, to write more powerfully. Example: “This man lacks credibility” is worse than “this man is not credible.”
  • Separate long paragraphs into smaller paragraphs.
  • Break up long sentences into shorter sentences.
  • Remember that most of the adverbs are left over. Stephen King is right when he says that “the road to hell is full of adverbs.”
  • Read your articles aloud when you edit them is the best way to test if the reading is natural and fluid.

3. Optimize your writing for the web

Please, don’t think people read online the same as they do books.

Most people, instead of reading articles, scan them: they read them superficially looking for what interests them most.

So, make your content more scannable and enjoyable to read on a screen.

  • Use subtitles and divisions so that the reader can be guided more easily.
  • Consider adding images so your readers can rest their eyes from reading.
  • Take advantage of the use of white space. My colleague David has written about the importance of this.
  • Again, remember to write with short paragraphs.
  • You can use bullet-points (as I am doing now) to present a brief set of ideas.

See how Jeff Goins writes (who knows how to write for the Internet):

How Jeff Goins writes

It’s easy to read on screen, don’t you think?

4. Show the evidence of what you say

In a time when everyone has a voice online, and there is a credibility crisis across many sites on the Internet, it is key that your blog is reliable thanks to the publication of articles based on concrete data.

Harvard Business Review said a few months ago that “Data-driven storytelling is poised to be the next big trend in content marketing.”

That’s why, every day is more indispensable that you add quotes, statistics, and examples in your articles.

That may make your post longer, but it will bring more value to your readers, and you will have a better position in Google — serpIQ has conducted a study that revealed that the majority of the posts that conquer the first pages of the search results possess more than 2,000 words.

Again, an example of how well this works is Neil Patel’s blog. Look at the amount of data you share in your posts:

Show the evidence of what you say

5. Add a call to action at the end of each article

An excellent article on your blog without a call to action will hardly serve to reach your goals.

Your entire article should be focused on getting your reader to do something you want (whether it’s contacting you, sharing your post, subscribing to a newsletter, or something else).

Your call to action must be visible, clear and striking.

Here is a good example at the end of a Buffer article:

Add a call to action

Some relevant data:

  • Making your call-to-action look like buttons, will cause clicks to increase by 45% (source).
  • According to Unbounce, over 90% of readers who read your title on your page will also read your call-to-action.

So don’t forget to add a call-to-action at the end of your article!

Bonus: Work well in the titles of your articles.

According to Copyblogger, 80% of your visitors will read the title of a post, but only 20% will finish reading it.

Also, Harp has pointed out that most of the time the title of an article determines up to 50% of its effectiveness.

So, don’t underestimate the importance of devising a great title!

Useful tips that will serve you:

  • Try using numbers in your headings (as in this article you’re reading). Titles like this usually work well, and on average can give you up to an additional 73% of reach in social networks (source).
  • Articles that begin with a “How to …” also attract many readers and can get viral.
  • Add an implicit or explicit promise to your titles. For example, the title of this article you are reading promises to help you write better, and that is why you are reading it. 🙂

See how Michael Hyatt, New York Times bestselling author, works the titles of his articles to make them attractive:

See how Michael Hyatt writes his headlines

Conclusion: You can write better articles for your blog

If you want to make your blog more appealing, grow your influence and attract new customers, it is crucial that your content is:

  • Direct.
  • Easy to read.
  • Scannable.
  • Backed by data, examples, and quotations.
  • With a clear call-to-action.
  • And with an attractive title.

Do this, and I assure you that sooner than later you will see how your audience grows and you begin to succeed with a blog.

To drive your digital marketing strategy even further, don’t hesitate to contact us. Our specialty at 1Entity is to boost your business. 🙂

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Josué Barrios
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Former Online Strategist at 1Entity. Social Communicator with experience in Digital Marketing and Social Development Campaigns. Chronic bookworm.
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