There are zillions of articles out there that will tell you how to write a good blog post – how to improve your writing, make sure your grammar is on point, and even make sure your point is on point. That’s all crucial, but this piece will explore the most relevant elements we’ve found for how to write blogs that drive leads.
After all, we write a lot of blogs. (And we do our fair share of lead generation, too.)
There are a few ways to approach blog structure and length. A few years ago, short and sweet was the name of the game. 400 words was the maximum you shot for in 2010. Today, long form is king. But so are design elements such as various header sizes, images, bold phrases, numerals, and so on. Before you begin writing, decide how you’ll format what you’re putting on paper. Your format will help you create a coherent blog, and coherency is a must for effective blogs that keep your target audience interested and drive lead generation.
Even though long-form blogs (800-3000 words) are in these days – and Google rewards them – do not write 800 words if you don’t have 800 words worth of valuable stuff to say. The internet is saturated with content, which means readers have become more savvy to fluff and useless words. They will know immediately if you are filling space and wasting their time.
To figure out what to shoot for in terms of word count, look at your outline (yes, you need to make an outline) and approximate how many words you will devote to each section. For example, I plan on writing four sections for this blog, each with about 250 words. With an intro and conclusion, that brings me to about 1,100 words. Let’s see how I do!
Different lengths are appropriate for different topics. Is your blog telling the history of a technology in telecom? That will be on the lengthier side. Is your blog describing a conversation you had with a customer? Keep it shorter.
Storytelling is one of the most effective ways to engage your audience and imperative to keep in mind when considering how to write blogs for lead generation. An engaged audience means an audience that is building trust with you. And an audience that trusts you means you’ve got them in your sales funnel and you’re driving lead generation. (Here’s more info about why storytelling is key in content marketing.)
Matt Bowman, president of Thrive Internet Marketing Agency, cited in a Forbes article that “social storytelling — like gossip — is responsible for more than 65% of conversations had in public…So, it stands to reason that if you approach producing online content like you’re sharing important information with friends, you’ll gain more and better engagement with your brand.”
Part of storytelling in blogging means writing about what you know. You can tell stories in a few ways. Think about the following:
Those questions will get you thinking about your own thoughts – something some people are unsure they should put down on paper. But your own story is the point here. Readers want to see emotion, drama, challenge, and creativity, and they’ll be more likely to stick around – and put their trust in you – if they feel your humanity through your storytelling. Remember, trusting readers become leads.
Once you’ve got the format and story figured out, establish how you want to deliver the story to readers. There are many blog styles, and each is appropriate for different subjects and writers.
Do:
– Cut 25% of the words for the second draft.
– Cut 25% for the third draft.
– Let go of parts of the article you like but aren’t important to the reader. This point is especially crucial for storytelling as it is easy to tell parts of the story you like but your reader will find irrelevant.
Don’t:
For tips on headlines, visual formatting, SEO, and more check out this blog. Considering just these basic points will improve your blog, build trust with readers, and drive lead generation.
No idea what “friction-free” writing is? Want more info on how to write blogs for lead generation? Mojo’s here to help. Contact us today to drive lead generation from your blog.
(P.S. – 1,114 words!)