Today, it seems that blogs are everywhere. Authors blog to promote their books, thought leaders blog to get their ideas out there, and businesses blog to interact with prospects and customers. As a writer, you want to master writing effective blog posts that help your clients achieve their goals. Here are some basics about what makes a good blog post.
1. Solve Problems, Meet Needs or Fulfill Desires
Recent statistics show that there are 100 billion searches on Google every month. Many of these are about information or entertainment; but many people are also searching the Internet looking for solutions to their problems. These people have a need to meet or a desire that they want to fulfill. Some people want to lose weight, others want to redecorate their apartment, still others want to plan their tropical vacation. The list of things people search for is endless. Blogs have become an important way that experts and businesses show people how to solve their problems.
A good post provides helpful content that brings significant value to the reader. For example, Mary may want to remodel her kitchen. She can look through blog posts to garner ideas for her remodel, and she can review the blogs of local contractors to decide which one is the best one to hire.
As a writer, your job is to convey the solution to a problem in clear, concise language that lets your readers know that your client has the expertise required to solve problems. Solutions are an important part of what makes a good blog post.
2. Tell a Story
People love to hear stories, so creating a narrative in your blog post is a good idea. That's why testimonials are so effective: they allow a business to craft a story focused on a real person in which the business shows up at the end to save the day. Going back to our example of the kitchen remodel, before and after blog posts with photos are a great way to tell a story about how effective a contractor is without an explicit sales pitch. Health and nutrition experts also use these kinds of success stories to promote their businesses. Stories can make abstract analysis more concrete and engaging for readers.
3. Take a Side
One way thought leaders attract attention is taking a side on an important issue in their field. This allows them to discuss their positions with other leaders in the field. For example, there is a discussion in the world of blogging about the length of a blog post. Some people say that short posts are better, while others argue for longer posts. A marketing expert can create a blog post that takes a side on this issue. People looking for guidance will then seek out this guru and evaluate his proposals about blogging best practices.
Writers should not be afraid to declare a position or opinion on a controversial issue. You need to craft an argument for this position and provide some sort of evidence to back it up. You might include logical analysis, statistics or other studies as evidence. You may also want to point out the position of the opposing side and engage the influencers who support this position. Taking a side will demonstrate that your client is an authority in his or her field.
4. Make a Promise
So what makes a good blog post? In the end, good blog posts are promises to the reader. They promise something of value. So don't be afraid to make a promise in your posts. You want to make sure that your client can deliver on the promise, but without the promise, there is no reason for a reader to look at the post.
These elements are a big part of what makes a good blog post. By using them, you will attract readers looking for this content on search engines. A good blog post can position your clients favorably in the minds of readers, generate leads, and attract new business.
