Albus Dumbledore once said:
“Words are, in my not-so-humble opinion, our most inexhaustible source of magic. Capable of both inflicting injury, and remedying it.”
And to some extent he is right. Words are a source of magic indeed. If chosen right, you may create outstanding content for your website, blog article, copy of outreach messaging, or cast Riddikulus on some nasty Boggarts.
Since there is no spell that would produce some killer content at a wand’s swing (outside the wizarding world, at least), let’s take a look at the three most important steps to start with when stepping up your blog writing game to have your voice heard.
Know Your Audience.
You should know who you are addressing your content to. Refine and calibrate your ideal reader profile, his/her preferences, ways to engage, etc. In case you are writing for a b2b segment, you also need to identify industry, persona, location, and sales intelligence to add, as these affect your engagement rates and thus conversion.
Keep in mind that you must write for a specific person, with a specific problem. You cannot cover just everyone, and you don’t have to. Knowing your audience will help you to write about their specific problem and deliver the best and short answer on how to resolve it. Eventually, such expertise should help your business to convert inbound traffic.
Address the Right Topic.
The hard thing about hard things is hidden in plain sight – you must know what you are writing about. The topic as well as the title echoing with the matter addressed, structure, and general visualization of what you are planning to share with your audience are the most important pillars of each blog.
The title must reflect the general idea of your article, as it forms an open rate. A short description should then follow to engage with a reader giving him/her a brief overview of your story.
Once you have caught their attention, make sure your structure is perfect and follows the topic’s logic, feeding the reader with consistent, exciting, and mind-boggling information.
SEO is important, but so is your content!
Being a relevant Google search is essential as that gets you the traffic. However, many content providers pay too much attention to keywords doing a disservice to the general idea of the piece, making the reading boring.
There should be the right balance between google’s relevance and a clear benefit for a reader. Once your audience sees the value in your content, they will read, share, and engage. Hence, investing time and resources in SEO can be sometimes useless.
We don’t say that SEO doesn’t worth an effort – just don’t chase SEO ranking, if that negatively affects your brand voice in the end. Quality content always prevails.