The Secret to Writing Effective Inbound Blog Content
Ginny Grimsley, Aug 24, 2021 8:00:00 AM
Here’s the big secret to modern blog writing: the purpose of it is to serve your clients.
Your blog or resource page on your website should highlight solutions to your customer’s challenges, help them diagnose the roots of their troubles, and solve for their pain points before anything else.
In other words, when choosing topics for your blog, think about what information your customers could really use, and write articles about that.
Hint: It’s not about your business. It’s about them.
Think about it. When you Google “why does my cat steal my toothbrush” you’re not looking for a vet. You’re looking for answers and solutions.
Veterinarians often have blogs, and if that vet has written effective blog articles on cat behavior, Google recognizes when the information is helpful, relevant, and clear and will place the article first on its rankings where you find it, read it, learn something, hide your toothbrush, and find a good vet in the meantime. See how that works?
Helpful articles that solve your customer’s problems build brand trust and relationships. Plain and simple.
Wouldn’t you choose a business that was offering up its knowledge to you with a spirit of service? Absolutely.
So, first, begin with service as your purpose for writing, then follow these few good rules to ensure that your blog is truly helpful and can be found easily by the Google gods, too.
Speak to Your Audience
Writing to your audience—AKA your buyer personas—is key if your objective is to appeal to the needs of your prospective customers with your blog.
Your buyer personas are a major tenet of inbound marketing content, so if you’re not sure who your customers are exactly, figure that out first before creating more content. If you need help with that aspect of your marketing, we’re happy to help. P.S.—Ask yourself who your North Star client is. That’s a really good start.
Speak to Your Brand
Your brand should project an image of your product or service, what it can do for your customer, and its mission. Your blog content should consistently reflect that brand messaging in its tone, style, and presentation.
Create/Get a Style Guide
Readers notice punctuation, grammar, word usage, and spelling, so make sure you pay careful attention before you publish.
If you have more than one person writing your articles, they’re bound to have different ideas about usage and even grammar.
In order to remain consistent, choose a style guide that fits with your industry (remember AP and Chicago Style Manuals from school? Yes, that). You can also create your own. The point is to establish some ground rules so you can stay consistent.
Pro Tip: Get Grammarly. It’s a free Chrome extension that checks your grammar, spelling, punctuation, and even your style and tone in real-time as you type.
Before you publish, close the article and wait an hour or so, and then give it one more careful read. Sometimes, just getting a small amount of time away from the piece can give you some added perspective that will allow you to revise in a way that adds value to your customers.
Also, take these actions seriously:
- Spell-check: Spelling and grammar checks on writing programs such as Word, Google Docs, Grammarly, and HubSpot’s blog editor are fantastic, but they aren’t perfect. Make sure you go over your article with a fine-tooth comb before you hit that publish button.
- Click on your links: Make sure everything is still working since the time you first viewed applied links to your copy.
- Read out loud: Scanning for errors, tone shifts, or clarity won’t catch real issues. If you read the copy out loud, you’re more likely to read every word. This strategy catches problems that seem correct when you just scan the document with your eyes.
At the end of the day, a blog article that is written clearly and concisely in the spirit of service to your clients will find its mark.
Gone are the days in which you just had to repeat keywords as many times as possible to get Google to rank your blog. Now, your articles must be useful, clear, and relevant to your customer’s inquiry. It’s part of their journey toward your business. Trust it.
In short, good writing from a business interested in helping its clients first and foremost is what “gets the give” from Google and from your customers.
Want to know more about how we give big at Growth? Set up a meeting with our team to find out how we can help your business grow.