15 Copywriting Tips You Should Use While Creating Your Next Blog Post
70% of B2B marketers are planning to create more content in 2017 as compared to the previous year (Source: Content Marketing Institute).
With so much content being produced everyday, it has become extremely crucial for the brands to prepare articles that can drive more traffic and generate quality engagement.
Strengthening your content copy is the best way to get big wins from small changes. Here are 15 tips that can help you excel the art of content copywriting:
1- Choose a Title That Serves as a Click Bait
What happens when you read a title like:
“If You Are a Professional SEO, You Need to Watch This”.
The human brain is activated and it instantly starts looking for an answer!
Title is the most critical component of your blog as it leaves the first impression on your readers.
In order to create a title that serves as a clickbait, please keep the following points in mind:
- Think of consumer psychology especially the words that will compel readers to take an action. Have a mix of exaggerations like “Unbelievable”, “Life-changing”, “Jaw-dropping!”
- Include an element of shock in the title like “10 Insane Facts About Space You Didn’t Knew Before”.
- Create personal stories having the word “You” and “I” like “7 New Books You Need to Read This June”.
- Talk of a new and unknown concept like “Life After Death – Mystery Revealed!”.
- Create a big list of events or points that your audience will love to read and share like “Top 50 List of Places to Visit in California”.
Having a clickbait title will easily enable you to generate lots of clicks. Always remember that title is just for the attention of the readers and once they are in your website, give them a strong reason to stay.
2- Use Short Paragraphs Instead of Long Ones
Shorter paragraphs are easier to read and understand. They encourage reading and minimizes the chances of committing errors
(Neil Patel constantly uses shorter paras in his content to make it easier for the readers to scan the content)
Here are some benefits of using short para in your content that will help you to improve the time on page:
- Shorter and easy to read sentences insists readers to read till the last.
- Content having proper bullet points helps the readers to easily scan the text.
- It adds a dramatic tone to your content and urges readers to continue reading.
- Shorter paras automatically generates sufficient white space areas thereby creating an illusion that the content is shorter and easier to read.
- You can highlight the important sentences in your paragraphs which makes your content look more attractive.
3- Use Simple Language and Visuals in Your Blog
Always use simple language and check the readability score of your content. Moreover, use proper images to make it easier for the readers to understand the content.
- Test your content with tools like io which allows you to check the readability score. Flesch readability score is probably the most popular among the available readability scoring formula. Aim for a grade of 8 or below to ensure your content is readable by 80% or more of the Americans.
- Visual helps in making your content attractive so prefer using images with text. You can easily find copyright free images on sites like CreativeCommons.
(Image showing content having only text while other having both text and image)
- Use tools like PicMonkey to create beautiful photos for your blog that are customized as per the needs of your audiences.
- Use an image above the fold so that it is able to attract the readers immediately when they land on the webpage.
- Align your images to the center or the right of your blog post so that it becomes easier for your readers to scan the content along with the images.
- Ensure to provide an alt tag for every image. This will help the search engines to understand its contents.
- Optimize the images so that they load as fast as possible and brand your images with a proper logo to make it easier for the readers to identify your business.
4- Make Your Content Error Free
Poor content is not treated well by readers.
If you want to leave the best impression then your content needs to be flawless with no errors.
Blog which is grammatically error free is much easier for your audience to read.
A good strategy to use is to proofread your blog several times as your content might lose attention if the readers are able to locate silly mistakes in your content.
I would recommend using the below tools to check for any grammatical issues and fix them before you hit publish:
- Grammarly – Mistake free writing is easier when you check your contents with the help of Grammarly. It also comes as a Chrome plugin and highlights the grammatical errors in red.
- After the deadline – It is a tool that checks for grammar, spellings and any other issues.
- Ginger – It is a tool that integrates with your browser to make sure you do not make any spelling errors.
5- Inform Your Readers About Your Next Blog Post
Every webmaster is afraid thinking whether readers will visit the site again or not? If you want people to visit your site regularly then you need to inform and update them of what’s coming next.
You can give your blog a suspense look by dropping a simple clue as “I’ve something new to declare next week.
It is the final paragraph that provides you with an opportunity to inspire your readers to visit your website again.
6- Grab Reader’s Attention by Using Active Voice
Passive voice makes your content look awkward.
Hence, it is recommended to use active voice in the content. The subject performs an action when you use active voice and helps the readers to easily understand the concept.
Active voice helps to clearly identify the action and makes your content look stronger.
Have a look at the below example:
Clearly, content having an active voice is easy to understand. Hence, start using active voice in your content pieces and notice the difference yourself.
7- Use Keywords in Your Blog
Try using keywords multiple times in your content for getting the best results.
It will become easier for your audience to find your post if you use keywords in your content.
I encourage you to go for long tail keywords as they are much easier to use within the content and can even boost your sales.
Long tail keywords generate 70% of search volume traffic. They are more specific and also they have less competition.
You can simply find long tail keywords with Wordstream’s free keyword research tool by just entering your main keyword whose long tail variations you wish to find.
8- Choose a Perfect Length For Your Blog
Keeping your blog to a suitable length is important. Here are some perfectly acceptable blog post length that your audiences will love.
- For generating discussions, 75-300 words is the best.
- For blogs to be published on newspapers 750 words is the standard length that you can use.
- If your blog is related to problem solving then you can use upto 1000-1500
- For social shares, longer articles are better. Recommended article length is around 1500-1800
- If you are looking to gain higher rankings in search results with evergreen content having more than 2000 words of content should be your ideal length. The below graph from SerpIQ proves this.
9- Use Emotions in Your Blog
People make decisions based on emotions.
Emotions are generally used by big brands in their content as it has the capability of making your marketing campaigns a memorable one.
Developing a durable emotional connection between your brand and target audience helps create valued and long lasting customers.
- It’s always good to meet the emotional needs of the people rather than insisting them to buy something from you.
- Your main goal is to convince readers that the value of your product or service is greater than the price you are selling for it.
- Try encouraging social interaction on your site.
- Images evoke emotions faster than text.
- Short, concise and simple words are emotionally more effective.
Also, try to use power words like:
All these power words leaves emotional impact on people.
10- Sentences Needs to be Focused
You all know that everything you write whether it be blog post, email, short story or ad copy, it starts and ends with a sentence. It’s important that your sentences should be engaging.
So use one subject per sentence and try avoiding the run on sentences.
A run on sentence is a sentence which covers more than one topic in a single line which will lose your reader’s credibility.
So, if you need more sentences, try making more paragraphs.
Try to use sentence that contains emotion, logic, image and promise.
11- Prepare a List If You Have Multiple Things to Talk About
Dividing a large sentence into small lists increases the viewability of your content.
- Break sentences by using a bullet list. It creates white spaces in your blog and makes it easier to read.
- Keep the list concise and don’t try to experiment too much.
(Having lists in your content increases the readability of your content)
12- Remember AIDA While Writing Blog
AIDA is a simple formula that you must follow in order to grab your reader’s attention. It stands for:
AIDA helps to:
- Capture your reader’s attention by leveraging powerful and attractive headlines.
- Build interest by telling your readers an exciting story.
- Create desire by exploring the benefits of your products and services.
- Tell your audience what they need to do next.
Utilizing AIDA components in your blog will not only attract readers but also improve the overall user engagement.
13- Prefer Positive Frames While Describing Information
Negative frames indicates things that are not actually happening while positive frames describe something in a more real way.
You can use negative frames rarely, but it is recommended to use positive frames for a majority of your sentences.
Negative: Don’t be late from Monday
Positive: Reach on time
- Using positive frame helps you to describe the benefits that your product offers.
- It allows people to remember your brand.
- It tends to elicit positive feelings and result in risk taking and proactive behavior.
Positive frames creates a sort of expectation effect and helps you to generate better ROI.
14- Describe your Content Drawbacks
Many copywriters have a fear of mentioning drawbacks in their content copy.
But research shows that arguments which are two sided are more convincing.
A big brand like Amazon shows both positive and negative reviews.
People perceive you to be more logical when you present both the views in your blog.
You can see the below image clearly indicates this.
15- Talk About Benefits Not Features
Do you know why features don’t sell? It’s because customers don’t care about them. People always look for benefits.
“Theodore Levitt” a famous professor at the Harvard Business School has summarized this concept to his classes with the following example:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
Suppose you went to a store and suddenly sales advisor bounced towards you and says:
“Oh that LED Tv is great. It’s a 120Hz HD LED Tv.”
Now, see this sentence:
“It’s a 120Hz HD LED Tv, after every second the pixels refresh themselves 60 times.“
Did you notice the difference in the above two sentences?
Features matter, yet benefits resound more with buyers. Readers are more interested in seeing the clear picture.
Start following the above mentioned copywriting tips and it will definitely help you to grab your audience’s attention. You must write your content in such a way so that it informs, delivers value and inspires readers to take an action.