Oct 18 2024
If you’re launching a blog for your brand, you’re probably thinking about all the content you’ll need to create, how to get people to actually read it, and, most importantly, how it’ll drive results.
The truth is, brands that make blogging a priority see 13 times more ROI than those that don’t. That’s a pretty solid case for why content marketing is worth your attention.
But to make sure your blog doesn’t just blend into the internet noise, you need a clear strategy rooted in smart, actionable principles.
In this article, we’ll cover six essential tips to help you build a blog that draws in readers and delivers tangible results for your business. Even if you aren’t new to blogging and only want to breathe fresh life into your existing content, these tips will help you cut through the noise and connect with your audience.
No one enjoys staring at a wall of text. If you want to keep readers engaged, your blog content needs to be formatted in a way that’s easy to skim and digest.
This helps with reader retention and benefits SEO at the same time, as search engines favor content that’s clear and user-friendly.
So, how do you make your content more readable?
A real-world example of a brand that nails this is Medical Alert Buyer’s Guide, a site that reviews medical alert systems. Their Best Medical Alert Systems of 2024 post is a masterclass in readability.
First, they kick off with an easy-to-follow roundup of top-rated systems. Then, they provide a comparison chart that highlights the key features of each product, making it simple for readers to absorb the information at a glance.
Throughout the post, they use subheadings, images, short paragraphs, and plenty of visual aids, ensuring readers can find what they need quickly and without overwhelm.
Making your blog content easy to read is one of the best ways to keep readers engaged and make sure they stick around.
When writing content, it’s tempting to push your product at every opportunity. But readers aren’t there to be sold to – they’re there for helpful information.
The key is to mention your product only when it feels like a natural part of the conversation. If done right, it won’t feel like a sales pitch. It’ll rather feel like practical advice.
This strategy is effective because it builds trust with your audience. If readers feel like you’re just trying to push a product, they’ll tune out. But if you provide real value and only bring up your product where it makes sense, they’ll be more open to considering it.
To do this well:
A great example is Pinch, a concierge spa service in Chicago. In their post, “How Many Units of Botox for a Lip Flip?”, they thoroughly answer all the common questions readers might have on the topic.
They only mention their Botox treatment service once – when recommending that readers use a professional. The mention is seamless and feels natural, aligning with the advice they’re already giving.
By focusing on providing value first and mentioning your product at the right time, you can engage readers without turning them off.
When you share actionable insights without asking for anything upfront, you’re showing potential customers that your brand genuinely cares about helping them succeed.
This approach establishes your credibility and encourages readers to return for more.
This method works because people are more likely to buy from a brand they trust. By giving away knowledge, you demonstrate your expertise and build a relationship with your audience before ever asking for a sale. Over time, this trust translates into conversions, as readers view you as a go-to resource in your industry.
To implement this effectively:
Classical Guitar Shed, an online course for learning guitar, shows how it’s done. They provide a range of free lessons and resources, allowing anyone to start learning guitar without subscribing to a paid course.
Some resources ask for an email address to access, which helps generate leads, while others are entirely free, reinforcing their credibility. This combination of free value and expert knowledge builds trust and keeps readers coming back.
By giving away valuable information for free, you position your brand as an authority and create long-term relationships with potential customers.
Some readers aren’t just casually browsing. They’re invested in learning all they can before making a purchase or are looking for repeat buying options. These are the readers who want to dive deeper into your field, so it’s important to craft content that keeps them engaged.
By doing this, you build a relationship with readers who may later become loyal customers.
This strategy is effective because it nurtures highly interested prospects. If your content provides the in-depth information they need, you’re building trust and helping them feel more confident in making a decision. Additionally, when you consistently engage this audience, you stay top-of-mind for future purchases.
To do this well:
A strong example of this is Norton, a leader in antivirus and antimalware software. Their guide on dealing with spam texts is packed with valuable information on how to protect against unwanted messages.
The content is comprehensive and genuinely helpful, giving readers real knowledge. Norton subtly includes contextual links to their products, but the emphasis remains on educating the audience.
This approach is incredibly effective because it provides value first while gently guiding the reader toward their solution. It’s a masterclass in keeping interested readers engaged while softly nurturing leads.
Video content is more powerful than ever. In fact, 89% of consumers say they want more video from brands to help them learn about the products or services they’re interested in.
People love video because it’s easy to consume and can convey information quickly. For brands, it’s a fantastic way to capture attention and communicate their message more effectively.
This method works because video makes complex information easier to understand and engages your audience on a deeper level. Whether it’s a product demo, tutorial, or behind-the-scenes look, video can show, rather than tell, why your product or service is valuable.
To do it right:
A great example is Payoneer, a digital payment service and online money transfer provider. They often include videos in their content, like in their post “Securing Your Payoneer Account.”
This post features a video on enabling two-step verification, offering customers a quick, visual guide on securing their accounts. The video helps streamline the process, giving customers instant, valuable assistance.
So, leverage the power of video to deliver content in a more engaging, accessible way, while meeting the growing demand for visual learning experiences.
79% of online shoppers say user-generated content (UGC) heavily sways their purchasing decisions. People trust people, and UGC is like word-of-mouth marketing for online businesses.
That’s because UGC is authentic, relatable, and builds trust like nothing else. When potential customers see real people using and loving your product, it’s far more convincing than any polished marketing copy. It also creates a sense of community around your brand, turning customers into advocates.
To harness this power:
Patagonia, an outdoor clothing and gear brand, is crushing it in the UGC game. They’ve dedicated an entire section of their site to customer stories and activism efforts.
This section is all about showcasing the values and experiences of their community. By highlighting these stories, Patagonia proves they’re not just in it for profit. They’re building a movement, connecting with customers who share their passion for the outdoors and environmental activism.
This is a brilliant strategy that can turn blogs into a platform for shared values and experiences, creating deep, emotional connections with audiences. That’s the power of well-curated UGC.
When it comes to content marketing, the smallest adjustments can make the biggest difference.
Whether it’s improving readability, offering real value, or strategically showcasing your product, these tactics can help you create a blog that attracts readers and keeps them coming back. The key is to consistently deliver content that’s useful, engaging, and authentic.
Now it’s up to you. Start applying these principles to your own blog and analyze how it transforms your connection with your audience. The best time to refine your strategy is now!
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