Writing a blog post that converts traffic to the side into actual sales leads is a highly desirable skill. like so much of copy writing, achieving the goal is a combination of common sense and creativity. how to write a blog post
It's not exactly a formula, but a need to be aware of the various elements in the post that will move the reader from interested to actually giving up their information because they expect to learn or buy something they consider worthwhile. how to write a blog post
Here we’ve already done the first two parts that set up the reader to become a lead. The title is designed to draw in the person we want to talk with – a content creator who wants their piece to produce actual leads that may lead to sales.
1. How to write great headlines:
It’s been said that headlines are what sell magazines and newspapers. Blog posts don’t have a cover or a front page in the way print publications do. Headlines and subheads become the equivalent for a blog.
The headline or title for this post is straight forward. readers can tell in a glance if it is of interest to them or not. how to write a blog post
And that glance is typical of how people approach web content. screens are still not ideal for reading, and test after test confirm that people are much more likely to scan the content than read it deeply.
A little that is simple and scanable may ultimately be more effective than something more tricky, like "the 10 secrets to capturing leads."
If you have the opportunity to A/B test headlines, it may be worth it.
Subheads become like mini-headlines scattered throughout the article. They help the readers understand what the article is all about, and tend to move forward to the end.
Here are important tips to start a converting headline:
Step1: Write a headline that creates hot curiosity
Step2: Start with the hook
Step3: Start with numbers
Step4: Use strong words
- 5 Ways..
- 2 Reasons
- How to
- The Secret
- 5 Strategies
- 3 incredibly...
To be more clear, you have to write a headline that makes readers feel something. you solve a specific problem and show them something unique.
2. Write a compelling introduction:
Our introduction is compelling, spelling out the goal of the article and planting seeds about ideas and techniques that will get the wanted results.
Writing a strong introduction does really matter, it helps you develop a communication with readers.
Some blog post template I use involves starting with storytelling, stories are the the most powerful ways to entertain and engage with readership,
they can read easily, more quickly and learn effectively, because you write simple words about your journey. how to write a blog post
When I am writing an introduction, I don’t focus on myself, instead I focus on my audience. They could interact and want to read more.
3. Create useful content that’s easily optimized:
Content, the blog posts need to be of value to the reader if it is to result in true lead generation.
The best way to create content the reader will enjoy or find useful or otherwise engage with is to stop thinking about what you want, and start
focusing on what the people in your target market want. They are not interested in you, but in the solution they feel they need. When you provide those solutions, gathering leads is almost easy.
Be aware, that Search Engine Optimization (SEO) is ever changing. According to marketing Guru Neil Patel the most effective optimization is no longer linking or even adding the right search terms to your content, but branding. He explains this in his article. how to write a blog post
the future of SEO: it's not what you are expecting. what he's suggesting is that Google is focusing more on using branding as a sorting tool and that strong brands help the search giant eliminate or at least lessen fake news. taking time to think about your brand and strenghtening it is probably worth your time.
Solution oriented copy that’s easily optimized for search engines and represents your brand well is the combination you’re looking for when it comes to content.
Note, some writers pay attention to SEO as they create the article; others do a draft then go back adding keywords and phrases and possibly even branding. Like so many things in life, there’s more than one way to approach optimization. The point is to always include it when you’re creating content.
Of course, you also want to present unique ideas, or at least a unique slant to your material. Thinking about your ideas from the reader’s point of view will often help you surface new views of existing material. Running titles through Google can help you sort out which ones are more likely to reach your target audience.
4. White space and excellent photos:
How the page actually looks on the screen is important too. Remember that more and more people will be accessing your copy from the tiny screen of their smartphone. You want your posts to look good there too.
Subheadings and bulleted lists are good ways to break up large blocks of text, which most readers would like to avoid.
So is using shorter paragraphs so there are more line spaces. White space creates an openness that is inviting.
Contrast that look with a solid block of text and you’ll see exactly what we’re talking about. how to write a blog post
One or two or three good, crisp photos also add interest as well as help you tell your story. Headshots of people are usually boring.
It’s far better to have them doing something – almost anything.
You can take the photos yourself if you’ve got some photo editing skills, or use one of the numerous sites that let you use photos without attribution. One of the best sites for royalty free photos is Pixabay.com
Case studies, if you’ve got them, give you yet another way to tell your story. So are testimonials from people who have used your products and/or services. Use both if possible.
Known in some circles as ‘social proof’ they tend to reassure the reader that you are one of the good guys.
5. Your call to action
Finally, if you want your content to generate leads, you’ve got to include some way for your readers to interact with you. You need their name, address, email and phone number – that’s what a lead actually is. The reader’s information given to you in a way that lets you follow through.
Your call to action (CTA) might be as simple as an email link that says something like “For more information…” to the offer of a white paper or other digital product in exchange for their contact information.
Either can work and it may very well make sense to vary the CTA from time-to-time. how to write a blog post
Learning to write copy that converts may take some time. Experiment, particularly when you have a way to closely track your results.
Knowing what worked and what didn’t will go a long way toward informing your writing for the results you want.
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