The owner of a custom construction firm asked me recently to take over writing his blog posts and I was delighted to do that. I realized that his earlier blogs had violated some standard rules I have for writing great blog posts. Here they are for your benefit:
- Be specific when writing your post. Drive down to the basics of your business and write about the details. How do you fix a gutter? What does a specific insurance term mean? What information should never appear on a resume?
- Think like your customer. If you were shopping for your company’s product or service, what would be your first concern? As the owner of the business, your concern may be to relate everything you do and how well you do it. The customer, however, is generally interested in the solution to a specific problem. Write each blog post around a specific problem and how you solve it.
- Tell a story. Case studies/success stories, examples from your work day or a single sentence about a customer problem and solution liven up a blog post and attract interest. You may not be able to write a story every time, but keep the possibility in mind.
- Choose one or two keywords or key phrases for each post and repeat them naturally. Rather than advocating mindless repetition, this step is a request to not use synonyms and to fit the subject of your post naturally into the content. For example, look through this post for natural repetitions of the words “write, post, blog, writing.”
- Write a headline that contains search words. While cute and clever headlines are fine occasionally, the best headline reflects the search words your customers are likely to use, such as “how to write a great blog” or “writing blog posts.”
My own experience as a blog post writer in the nonprofit, health care, construction and service industries has proved the value of the five steps above. Let me help you reach out to your customers with great blog posts.