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How To Create Blog Content That Attracts Readers

If you’re reading this, it’s because one of two things has happened. Either your business is looking to launch a blog, or you’ve already launched it and you need some help gaining momentum. Whichever group you fall into, you’re already on the right path. You’ve identified that blogging is a critical piece of any modern organization’s marketing efforts.

Your blog and your website work hand-in-hand, 24 hours a day to give users access to information, resources, and products. Think of your website like a physical storefront. It’s static, rarely moves or changes its look, and exists (more or less) for the purpose of showcasing your product or service. Your blog on the other hand, is like the employees in that store. It’s able to engage customers in an ongoing dialogue that seeks to provide answers and solutions to their challenges.

The Rise of The Blog

Back in 2004, according to the Pew Research Center, 62 percent of Internet users said they “didn’t have a good idea of what the term ‘blog’ means.”

This ignorance dissipated rather quickly and blogs soon became ubiquitous. In fact, Nielsen statistics show that the number of blogs on the internet rose from 36 million to 181 million between 2006-2011.

WordPress reports an estimated 409 million people view more than 22.3 billion blogs each month on their platform alone. That’s a lot of eyeballs devouring a ton of content. And it’s not just about attention. It’s about action. HubSpot found B2B companies who blog generate 67 percent more leads than those who don’t.

Standing Out From The Crowd

With so much competition online, you may be wondering how your brand can cut through the clutter and reach your audience. The key is engaging content. There’s no shortage of blogs out there telling people how to blog. “Make sure you have a catchy title!” “Don’t forget to write for SEO!” “Don’t write blogs that are too short, but don’t write blogs that are too long, either!”

All good advice? Of course. But none of it matters if your content is dry, flat, and boring. Goldfish have longer attention spans that most humans these days, so your content needs to have some substance. “But,” you say, “our product isn’t exactly ‘sexy.’” Au contraire! Read on and we’ll prove appeal is in the eye of the blog reader.

Answer Your (Potential) Customers’ Questions

According to AdWeek, 81 percent of people conduct research online before making a purchase. With access to a seemingly limitless repository of knowledge at their fingertips, it’s no surprise that so many people rely on the internet for answers to their questions.

Your customers are looking for everything from a simple how-to article or video to detailed technical solutions every day. By presenting your company as the source of the information they’re seeking, you’re content will not only be incredibly appealing, but these readers are going to be more likely to seek you out directly the next time they have a problem that needs a solution.

Capitalize On Industry Trends

Stay up to date on the latest news and buzz within your industry so that you can position yourself on the cutting edge of the conversation. Write a blog that helps people understand everything they need to know about a new product or service so that they don’t have to do the research themselves.

DO NOT “trendjack.” Trendjacking is the practice of inserting your brand into a conversation for the sake of elevating your presence within the marketplace, especially when you have no reason to do so. When done wrong, the fallout can not only be embarrassing, but also harmful to your brand. (See: Cheerios & Prince)

Show Us Your Stats

Studies, reports, statistics, and data make for great blog fodder. Not only can you pull out small sections of the content and tease the blog on social media or email, but they lend themselves well to sharing and linking. Of the five links we’ve included in this post so far, four of them are statistics.

They also make for engaging infographics. You have access to information that no other company does. Share some of the wealth!

Be Somebody

Instead of worrying about what other companies are doing on their blogs, leverage what’s unique about your company and show off your personality. Your blog doesn’t have to be buttoned-up, clean-cut, and overly professional. Let your hair down, roll up your sleeves, and don’t be afraid to get a little bit personal.

Mike Waterston
Mike Waterston
Mike's career as a writer started in third grade when he discovered a love of creating and telling stories that have an impact on readers. As a Minneapolis-based copywriter and content strategist, he shares that passion with brands, helping them tell their stories in a way that resonates with their audiences.