Blogging is a great way to connect and engage your target audiences. Consumers and clients are looking for experts – people who can concisely and effectively explain a topic, trend or news. Incorporating a blog into your marketing strategy can positively impact your business development efforts and position you an expert source for media and other influencers.
- Make it scannable. Let’s start with how you should write for online readers. Your blog posts should be scannable. Your online readers don’t read things the same way they read things in print. This is where good formatting comes into play. Using bullets, numbers and bold fonts are effective ways to make it easy for your readers to navigate through your blog posts.
- Keep it short. I work with clients who believe that blogging is time consuming. Well, it’s not like writing a journal article. Keep in mind that blog posts should be brief – the ideal length is 3-4 short paragraphs. If you’re writing about something that won’t fit into that format, then consider breaking out the content into a series — Part 1, Part 2 and Part 3. That’s also a good way to entice your readers to come back to your blog.
- Engage your readers. Are you an attorney writing about a legal issue? Are you nonprofit CEO writing about community needs? Remember that you are the expert. An effective blog post is an opportunity to inform, explain and engage. Let your readers know why a social or economic trend, law or regulation affects them. As an expert, you’re in the best position to provide a substantive analysis. Remember that blogging, like other social media tools, is a conversation. You should welcome your readers’ perspectives.
So how can you get started? Let’s talk.
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