The art of writing comes easily to some, but for many it causes feelings of anxiety and dread. In the past for business professionals this wasn’t an issue as, apart from the occasional press release, writing was not really important. Today, however, business blogging has exploded and now a business website isn’t considered complete without a blog section.
For businesses this means that they are either having to outsource their writing, recruit writers, or find someone in-house prepared to write original and engaging blog posts on a weekly basis. Due to financial reasons, many businesses are turning to the last option, however for non-writers this need to constantly produce high quality blog posts can prove a challenge and often results in business blog not being updated for months at a time.
To help make the writing process easier, we have created a basic guide to writing a great business blog post.
All posts start with an idea
All great blog posts start with a great idea. Always keep in mind that no matter how good the idea, it must be something that will be of interest to your readers otherwise it is not worth pursuing. Knowing your target audience is the key to coming up with great ideas, as it will mean that you know what interests them. It is also important that your blog post either provides useful information or is entertaining, otherwise readers will feel that the post has no content of value and is just a waste of time reading.
It’s all in the title
Most readers will click to read a blog post through being intrigued by the title. Spending time on crafting an attention grabbing title is worth the effort as this is what often makes the difference between readers choosing to give the post a chance by clicking to read, or simply passing onto the next post. Many writers will change the initial title once the body of the post is written, as this way the title can correctly reflect the information being provided.
Simplicity is key
When it comes to the actual writing, remember simplicity is key. Keep sentences short and avoid using jargon or unfamiliar words. Readers often don’t have much time to read the post so they want it to be as easy as possible for them to understand. Another way to keep the post easy to read is to break it up with sub-headings, as these not only help to break up dense text but also makes it easier for the reader to skim through the post.
Introductions and endings
Except for the title, the introduction is one of the most important parts of your post, as this is what grabs the reader’s attention and makes them want to carry on reading. It is worth spending time on getting the introduction right and making sure it draws the reader in, while also providing a summary of what the post will be about. The ending can also prove difficult to get right; abrupt endings can make readers feel unsatisfied so the ending should create some sort of conclusion to the post.
The editing process is just as important as the writing process. Editing your post will enable you to cut out unnecessary words or sentences so that the post is free from any waffle or jargon. As well as this, the editing process allows you to add sentences and paragraphs to ensure that the post makes sense and is easy to understand. Often it is a good idea to leave a little bit of time between writing the post and editing it, as this will allow you to see the post through fresh eyes.
Writing a blog post might seem like a challenge for those who have not written since their school days, but following these tips will help to make the process a lot easier.
Written by Derin Clark, Content Strategist