Does your blog copy suck? Does it cause even your closest friends to run screaming for the nearest fire exit? Even if you’ve done a good job with on page SEO and backlink building, remember that your blog is being read by actual human people’s, not the search engines.
If your content is dry, hard to read, or worse yet boring, you won’t retain readers. Fortunately, it’s easy to spice up your words, even when writing about topics that would put an accountant to sleep.
1. What’s Your Hook?
Goldfish have an memory span of about 30 seconds, and the modern web surfer isn’t much better. You need to get someone’s attention quickly. You can do this with a headline that cuts right to the chase, specifically letting the reader know what they are going to get from reading this post. I.e. what problem of yours you will be solving.
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2. Would You Listen To Your Own Story?
Lots of people, in personal and business blogging, are intimidated by “writing”. Don’t think of it so formally. Think of your post like you’re telling a story to a buddy. You know when you’ve got a juicy story… like the time you bet your rent money in a game of back room poker with country star Dwight Yokum… versus those stories where you find yourself secretly compiling your grocery list in your mind while your friend is talking.
Be honest and when re-reading your blog post ask yourself: would I want to listen to this post if it were a story. or would I fall asleep?
3. Fantasy, Metaphor, and Weird Juxtaposition
No matter what your topic of conversation, creativity is compelling. Writing about junk bonds or the Forex market? Try bringing in a completely unrelated and imaginative situation. It can help wake up your audience and set your posts apart from the rest. For instance, you can ask something like: What kind of life insurance would Harry Potter need? And could he sue Voldermort?
4. Keep it punchy
You’re not going to be able to go weird and wild for every post. But even in posts where you talk about specifics like SEO, link building, finance, law, etc. you can keep the copy compelling by keeping it punchy. What does punchy mean? Quick. Tight. Short. Those three words are like three little “punches”. Shorter copy keeps attention.
5. Be controversial
Don’t be afraid to rub people the wrong way. Some of the web’s most popular blog posts are from people voicing unpopular opinions. Or saying things that tick other people off. So long as you aren’t being vulgar, go for it. Don’t be afraid to offend your readers so long as your post is intelligent and well thought out.
Don’t do it just to antagonize people, but do it to start an honest debate and you’ll find people coming out of the woodwork to share their opinions.
6. Have fun!
Don’t forget to have fun, regardless of the topic of your blog. Even business blogs that have an element of fun are much more compelling than those that don’t. Nobody wants to read en Encyclopedia. Crack a smile and your readers will too.
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Seth Jared is an SEO and PPC Consultant. He blogs about a number of topics ranging from Internet Marketing to Film Schools.