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This is a headshot of Sanj Rajput.

Woman smiling while typing on a laptop in her kitchen.

 

Ah. Writing blogs. It’s fun. It’s informative. But how do you do it effectively as a business?

 

Luckily, I know a thing or two about writing blogs. I will offer you key tips and tricks for developing engaging blog content.

 

As the great Mario once said, let’s-ah-go!

 

 

Research Topics Thoroughly

Listen, lots of writers are knowledgeable on several things. But no one knows everything. When approaching a topic, you must verify the information and do your due diligence to ensure your blog is informative.

 

The more informative your blog is, the better it performs. People use blogs as sources of information to help them learn about various subjects in a digestible way.

 

Not only this but having a good grasp of a subject makes the blog writing more engaging by default. The more you sound like you know what you’re talking about, the more your content will flow naturally.

 

People can generally tell when you’re fluffing out content without any substance. And if someone is going to commit to reading a long-form blog, they need to enjoy it and engage with it throughout.

 

 

Linking to Authoritative Sources

Speaking of research, don’t be afraid to link your sources in your blog. Not only does this show your research, but it also makes your blog more authoritative. It adds credibility to your content and invites your audience to learn more from your content.

 

You can help support the claims in your blog by linking to sources that verify your point. However, it’s important to note the types of sources you link to matter. Generally, as a writer, I rely on major research entities that offer verified and peer-reviewed studies. I also will link to government entities and major statistics websites, like Stats Canada.

 

See what I did just there? I’m a genius, I know.

 

Generally, you want to avoid shady links or links to websites such as Wikipedia. Even as a Wikipedia fan myself, you have to bear in mind that it doesn’t have the same reputation as something like Stats Canada or Hubspot Research.

 


 

 

Make Your Blog “Skimmable” and Easy to Read

Listen, we know how much work it takes to write an informative, comprehensive blog, and you want people to read all of it. The reality, however, is that people are likely to skim and skip through certain areas of your blog to get to the information they’re most interested in.

 

You want people to stay on the page and make use of the content. How do you do this? A little “chunkification” and formatting.

 

Chunkification: a made-up word to describe making sure your paragraphs are broken up into bite-sized chunks instead of having walls of text.

 

Also, you can use bullet points to help break up the page.

  1. This creates more space.
  2. This highlights important areas of text.
  3. This stands out from the rest of the blog.
  4. This helps create flow.

You also have to consider the readability of your content. Depending on the subject matter, you want to make sure that your content is easy to read for the general public.

 

Now, to be clear, we’re not suggesting you assume people aren’t educated enough to digest your web content. However, it’s important to keep in mind that 49 per cent of the adult population scored below high-school literacy levels in 2022, while 17 per cent scored at the lowest level.

 

If you’re writing for a more general population, then it’s important to avoid jargon or overly complicated, uncommon language.

Listen, I’m a writer. I know some interesting words like effulgent and susurrus, but just like how you wouldn’t drop words like that in conversation, you likely shouldn’t be in a blog about writing blogs.

 

That would be “cringe.”

 

There are definitely exceptions to this rule to a degree. If you’re writing on a very educated subject that requires complex explanations, you have more leeway.

 

But as a former journalist, I think it’s still important to understand you can present even complex topics in a digestible way that appeals to experts and the general population. It’s taking a difficult subject and breaking it down into simpler terms, avoiding jargon, and being willing to explain.

 


 

 

Have Fun with It

As you’ve likely noticed, I like being a little cheeky when I write these blogs. That’s because I write a lot of content on various subjects, more than you’d likely expect. So, when crafting blog material, I find a way to really have fun with the content and get creative.

 

People can tell when you enjoy what you’re writing about. I know we all dunk on those recipe websites that go into depth about how crab dip was a central part of their childhood - but you can tell they mean it. Right?

 

Or they really understand how SEO works. Either or.

 

Regardless, having a degree of passion for the content will translate into your writing. It’ll inspire you to work hard and find new and innovative ways to engage with your audience.

 

Besides, it’s just so much more fun to read content when you can tell the author loves what they do. It isn’t just about optimizing the content through SEO, links, and industry trends - it’s about loving what you’re doing.

 

So, how to find that extra spark for your writing? Here are a few suggestions:

  1. Explore trending topics in your industry
  2. Answer frequently asked questions from your audience
  3. Share personal experiences or case studies
  4. Break down complex ideas into simple guides
  5. Write about common myths or misconceptions
  6. Highlight upcoming events or seasonal trends
  7. Create "how-to" tutorials or step-by-step guides
  8. Offer a unique perspective on current news
  9. Share lessons learned from past challenges
  10. Discuss industry innovations or new tools
  11. Create a roundup of expert opinions or advice
  12. Compare and contrast products, services, or methods
  13. Write a beginner's guide to a specific topic
  14. Share behind-the-scenes insights into your process
  15. Highlight customer success stories or testimonials
  16. Write about emerging trends or future predictions
  17. Collaborate with a guest writer for fresh ideas
  18. Repurpose and update older blog content
  19. Conduct and share the results of a survey or poll

 

See What Competitors Are Talking About

I know I said not everything is about industry trends - but they DO matter. And what also matters is what other people are talking about. One of my top suggestions is looking at industry trends, but I wanted to elaborate more.

 

Don’t be one of those who copy blog content, but you can review other blogs to get some ideas of where the industry trends are. What are people going to? What is everyone talking about? Why are people so interested? What do industry highlights have to add to this subject?

 

Finding inspiration by reading other blogs is a great way to make sure your content isn’t running dry. It also allows you to do a temperature check and get a finger on the pulse of what’s trending in your respective industry.

 


 

 

Avoid Tangents and Off-Topic Points

While I’ve made a few cheeky jokes in this blog, they’re all relevant to the content. When you’re writing long-form content, it’s hard to know when to draw the line when bouncing from one section to another.

 

I have a few things I do personally that I learned in journalism school:

  1. Start with a clear outline of your main points
  2. Write a concise and focused headline
  3. Stick to the "5 Ws and 1 H" (Who, What, When, Where, Why, How)
  4. Avoid adding personal anecdotes unless directly relevant
  5. Use subheadings to stay organized and on track
  6. Limit the inclusion of background information to what’s essential
  7. Keep paragraphs short and focused on a single idea
  8. Use a checklist to ensure each point supports the main topic
  9. Regularly refer back to your thesis or core message
  10. Avoid overloading the article with quotes or tangential data
  11. Edit ruthlessly to remove unnecessary details
  12. Read your draft aloud to identify and cut digressions
  13. Ask someone else to review for clarity and focus
  14. Stick to your audience's expectations and needs
  15. Use a strong conclusion to tie back to your main topic

 

The newsroom can be ruthless, and it’s normal to have pieces of your work completely scrapped. While it might not feel good at the time, editing your content to be concise and to-the-point makes sure your audience isn’t getting bored and clicking away.

 

If you find yourself reading your paragraphs and running out of breath, you can likely cut it down.

 


 

 

Know When Conclude

Sometimes you have a specific word count, other times you have full creative freedom. So, once you’ve optimized your content for SEO and hit all your main points, it’s time to close it out. Don’t feel pressured to oversaturate your content. Make sure you’ve touched on all your points thoroughly enough that your audience will walk away more informed.

 

If you feel like you can’t “get to everything” in one post, then link back to other blogs where you expand on a specific topic further. Maybe a related subject, like how to stand out in your customer’s inboxes.

 

Hopefully, you found this guide helpful. If you need additional assistance when it comes to marketing and your digital transformation journey, contact REM Web Solutions today.

 

 

 

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