If you’re like SO many business owners out there, you have every intention of blogging regularly but *stuff* (kids, orders, invoicing, cleaning, scrolling through Instagram..!) seems to get in the way and it drops down on the ‘to do’ list. OR, you’ve got so many ideas but performance anxiety rears its ugly head and you sidestep it altogether.
The *stuff* getting in your way reason is absolutely valid. Let’s be honest, working, creating, raising a family etc is bloody HARD work. , I recommend you spend some time shifting your priorities to get this baby off the ground. Mikaela [aka Founder of The Makers Co and all round EXCEPTIONAL Human] wrote an EXCELLENT blog on that very subject. Check it here.
Performance anxiety, well that’s a whole other thang amigo. Let me tell you a little somethin’ somethin’. Lean in because it’s about to get real.
You are a badass business owner who is ALREADY achieving a mammoth amount. Stop second guessing yourself and get in there!
Right, now that we’ve covered that and you’re ready to get into this blog caper, here are some excellent tips to help you write a kick ass blog post each and every time.
Define Your Audience
So, who will be reading said blog post and who do you WANT to read your blog post? To get the most value, you should segment your audience. Usually it goes a little something like this:
- Customer or Client – the people that pay you
- People who will influence your customer / client
So many people structure posts to suit their supporters and while that’s a solid strategy, it’s not going to pay those bills. What you should be doing is strategising your post to appeal to 1. Your target customer or client and 2. People who influence your paying customer.
Create an avatar for each of these segments. Your avatar should include the basics such as:
- Employment Status
- Family Situation
Also include a few of their pain points. What are they seeking and how can you serve this up to them?
Which brings me to my next point.
Write content that adds value
If you’re an online retailer selling beautiful handmade scarves for example, you could create a blog post educating your audience on how to tie / fashion them. Not only is this evergreen content (is not time sensitive and will remain current), it enhances your customers / clients experience.
This seems tricky to strategise but I promise, it’s not at all. Think about your most frequently asked questions. Are you often asked the same thing over and over again? Bang. There’s a blog post. Solve their problems.
If you’re not sure what they are, why not create a poll using Instagram Stories, or hit up one of your business based Facebook groups for ideas? Trust me, you’ll be flooded with a dozen fab blog ideas in no time!
Come up with a killer title
Ok, I’m going to give this to you straight. If your title isn’t catchy, you’re probably not going to get a lot of clicks on your humble lil blog post. Fact, we are a nation of information junkies and we’re easily swayed by shinier and fancier things. Get your title RIGHT and you’ll at least get a click.
Now that you’ve got your reader onto your website, you want them to actually read your post yeah? Well shuffle in because this one makes a world of difference.
Format it right
I say this all the time but it’s the truth. The art of reading at a leisurely pace, letting those words roll over you and actually ingesting it… is pretty much dead.
Put your hand up if you often half read articles even if you had every intention of reading the WHOLE thing? There could be a myriad of reasons, your dog did something funny, you just got an Insta notification, your kid demanded a snack OR you got deterred because of the sheer amount of words on the page.
You can’t control the nation’s ADD-like tendencies but you CAN control how your blog presents. Format it with headings, sub headings, dot points and add a few explanatory images in to break that text up. That way, you give your audience a chance to scan it and then read it in depth if something within that piece captures their attention.
Blogs are my absolute favourite form of written communication. You wanna know why? Because you can be a little chill, inject a little (or a lot) of personality and be conversational in your tone. This equals creative licence which makes the process so much more FUN.
So get in there and be your fabulous self! Your audience appreciate it.
Creative Communications Professional
Marissa is passionate about business and makes it her business to get to know yours. From researching your ideal demographic and serving up content that converts, to analysing your competitors and ensuring each and every piece she creates is perfectly on brand, Marissa prides herself being thorough. And she's #FeministAF 💗