A business website blog is an invaluable resource. After all, content marketing is one of the most effective ways to connect with a target audience. And blog posts can be excellent for search engine optimization.
People must, of course, want to read the content for a blog to reach its full potential. Furthermore, content must be engaging enough to encourage readers to comment on and share posts.
Engagement is essential for the success of a business blog. But how do you write blog posts that will get people talking? Here are some pointers on how to write blog posts that spark conversation, are shared, and elicit comments.
Write for your audience
When brainstorming blog topic ideas, try to put yourself in the shoes of your target audience. Consider what will be beneficial to your audience rather than what will achieve your business goals. Blog posts written solely to promote a brand’s products can take time and effort. Instead of selling your products or services, aim to entertain and solve problems for your audience.
People do not spread information that is already widely known. Instead, people share posts that surprise, excite, or inform their readers. In some industries, creating highly original content can be difficult. However, if you put your mind to it, you can find a unique perspective on most topics.
Posting content on a business blog can take time and effort. If you’re not careful, you might start creating content to fill a void in the posting schedule rather than engage. However, avoid falling into this common blog trap. Instead, make each post-high-quality, informative, and entertaining content.
Don’t be afraid to be a little controversial
Some highly emotional topics should be avoided on a business website. But people do respond to opinions with which they strongly agree or disagree. Consider topics that will elicit strong emotions without alienating a large portion of your audience. Treading water in content marketing is the best strategy. Taking sides, on the other hand, can increase engagement and show your brand’s personality.
Create Effective Headlines
Take your time when creating headlines because a good title will draw readers in. Headlines should be short, usually no more than eight words. Nonetheless, eight words can convey a lot. Consider what wording would entice visitors to the page. Make it clear, for example, how the post solves a problem. Or, in the headline, emphasize the benefits of reading the content.
Make Use of Visuals
A page full of text is boring. However, if you add a high-quality image, an engaging video, or a useful infographic to that page, you have sharable content. Some people absorb more information from visuals than from text. Include visuals that complement the post and help to explain the topic.
Make Engagement Simple
Avoid putting barriers in the way of people engaging with your content. For example, include share buttons in all of your blog posts. Allow comments on all posts without requiring commenters to log in or fill out lengthy forms before leaving a comment. People usually share content or express their opinions spontaneously. Make it as simple as possible for people to do that.
People are likelier to share or comment if you ask for their engagement. In your blog posts, pose questions and invite readers to respond in the comments section. A simple request for visitors to share your content will work as well.
React to Comments
Visitors to your blog who see you respond to comments are likelier to leave their responses. So, respond to comments and start a discussion on a topic. You may receive some negative or off-topic comments. But a polite response to negative comments demonstrates that your brand listens to and engages with its customers.
Maintain Brief and the Point Blog Posts
Finding the ideal blog post length can be difficult. On the one hand, people tend to respond better to short posts that concisely provide value. On the other hand, search engines flavor longer, in-depth posts. To achieve both goals, it’s best to vary the length of posts. Articles of 1,000 words or more are ideal for SEO purposes. Though, posts of 400-600 words are more likely to generate engagement.
The key takeaway from the preceding is that it is best to write for the audience rather than the business. In that case, concentrate on what your audience will find interesting or useful. Avoid making every post about your product or business. If your blog posts are shared, more traffic will be directed to your website, resulting in more leads or sales.