5 tips for writing blogs for your brand (that people want to read)
In my time working with businesses and brands, I hear a similar statement:
”Ugh… I just HATE writing.”
And sure, while the sentiment is a bit dramatic, I totally understand the struggle. If you run a business, you’re wearing about 15 different hats. Adding in the need to compose a lengthy treatise on “The 6 Best Yard Irrigation Methods” or “Avoid THESE supplements if you want to see big gains!” can feel less than inspiring.
But here’s the reality: you need to be writing.
Content marketing is still king when it comes to getting your brand name out there, and the businesses that are avoiding consistent blog writing are leaving conversion revenue on the table.
At the risk of giving away my secrets (just kidding, I love giving away free tips), I’ve pulled together my top 5 pieces of advice that I give clients when we discuss content strategy. Because it’s not so much what you write - it’s how you go about doing it.
And when you figure out the secret sauce to creating content that you enjoy writing, you’ll soon find your customers love it too.
The Big Idea Up Front:
Have a plan for your content
Use the power of story.
Know thy audience.
Stick to the rule of 3.
Tell them what to do with it.
Tip 1: You need to have a plan
Sure, some of my best blog ideas come out of the blue, but a great strategy is key to writing blogs. (with an ‘s’)
When I sit down with a client to help them write blog posts for their website, I always ask them: “What’s the point of having a blog on your site?”
Most of the time, they say, “Because you’re just supposed to have a blog… I think?”
You didn’t get into your business to create something just because everyone else is doing it. You had a plan - a reason to bring your product or service into the world.
The same goes for your blog.
What is your blog's purpose? Is it to inform, educate, entertain, or promote? Will you build it out with social media posts, video content, or podcast episodes? Do you want your blog to be why you’re trusted in your space?
Knowing the why behind your blog will help you determine the what you end up writing about.
Because that why will become the catalyst to write the second, third, and 56th blogs on your site - especially when you struggle to see the return on your writing investment in those first few months.
Not sure what your “blog why” is?
Let’s chat - and see if we can develop a purpose behind your brand’s content!
Tip 2: Use the power of story
As humans, we are hardwired to love stories.
Trust me, I have kids - everything is a story. Why? Because stories have purpose, they can be told with passion, and are just plain fun to tell.
But most of all, stories are ours. They allow us to tap into our creative side and own a piece of history - and control who gets to hear it.
Since we were little, we've been drawn to narratives that captivate our imagination and tug at our heartstrings. As a business owner, you can tap into this innate love of storytelling to create blog posts that resonate with your audience.
Don't be afraid to share personal anecdotes, case studies, or even hypothetical scenarios that illustrate your points.
When you infuse your content with storytelling elements, you create an emotional connection with your readers. They begin to see you not just as another faceless brand, but as a relatable entity that understands their challenges and desires.
For example, let's say you run a fitness coaching business. Instead of writing a dry, technical article about the benefits of strength training, why not share the story of how you helped a client overcome their fear of the gym and transform their life?
By putting a human face to your insights, you'll make your content more engaging and memorable.
Remember, your goal is to create content that resonates with your target audience. And there's no better way to do that than by using the power of story to forge a genuine connection.
Tip 3: Know thy audience (and keep it simple)
When creating compelling blog posts, I always tell clients — one size does not fit all.
“Well, duh. We know that.”
But do we? Then why are we so paralyzed by sticking to a “brand style” or “industry tone of voice”?
What works for a tech-savvy audience may fall flat with a group of busy moms. That's why it's crucial to do some front-end target audience research and learn what they want to hear.
What are their pain points?
What kind of language and tone resonate with them?
What types of content do they care about?
Once you have a clear picture of your audience, focus on keeping your content simple and easy to digest.
Avoid the temptation to stuff your blog posts with industry jargon or complex terminology. While you may be an expert in your field, your readers likely aren't. Use clear, concise language that even a beginner can understand.
And don't feel like you need to write a novel every time you sit down to create a blog post. Studies show that the ideal blog post length for SEO and reader engagement is somewhere between 750 and 1,500 words.
So, aim for quality over quantity. Provide value to your readers in a way that's easy for them to consume and apply to their lives.
By keeping your audience at the forefront of your mind and focusing on simplicity, you'll create content that not only informs but also inspires action.
Tip 4: Stick to 3 big ideas - and recap them at the end.
Attention spans are shorter than ever - in fact, if you read this far, you’re one of the few!
That’s why it's essential to make your blog posts easy to digest. One effective way to do this is by sticking to three main ideas per post.
I use this “Rule of Three” method with nearly every client blog post. Even those with long, technical topics can really be reduced into three main ideas. If not, then you’re looking at a series of blogs - or the need to reduce your topic’s complexity.
Here's how it works: instead of trying to cram every piece of information you know about a topic into a single blog post, focus on three key points. This will help you avoid overwhelming your readers and ensure that your message is clear and concise.
For example, if you're writing a blog post about the benefits of meditation, you might focus on three main points:
Meditation reduces stress and anxiety
Meditation improves focus and concentration
Meditation promotes overall well-being
By limiting yourself to three main ideas, you'll be able to dive deeper into each one and provide your readers with actionable insights they can apply to their own lives.
Plus, your reader is more likely to walk away with three things to act on rather than a long listicle of concepts.
Better yet, if you can connect them, that will help drive the reader’s brain to create connections between the ideas:
Meditation reduces stress and anxiety
That reduction in anxiety amplifies focus and concentration
When you’re focused, you get more done - and enhance your overall well-being
Now you’ve created a desired end state - and that’s crazy powerful.
Once you've covered your three main points, recap the key takeaways at the end of your post. This will help reinforce the most important information and make it easier for your readers to remember what they've learned.
Tip 5: Tell them what to do with what they’ve read.
You've poured your heart and soul into creating an informative, engaging blog post. Your readers have made it to the end, and they're feeling inspired.
But now what?
I stole this idea from my days as a pastor. When preaching, you need to give more than just base knowledge - you need to compel your hearer to do something with this new information.
Otherwise, your inspiring message will find its eternal resting place on the floorboard of the car on the way to Sunday lunch.
In the same way, don't leave your readers hanging. Give them a clear call to action at the end of your post. Tell them exactly what they should do with the information they've just learned.
This doesn't mean you need to go for the hard sell every time. Your call to action can be as simple as encouraging your readers to try out a new technique, sign up for your email list, or share their thoughts in the comments section.
The key is to provide your readers with a sense of direction. By giving them a clear next step, you'll help them apply what they've learned and take action toward achieving their goals.
For example, if you've written a blog post about the benefits of healthy eating, your call to action might be something like this:
"Ready to start fueling your body with the nutrients it needs to thrive? Download my free '7-Day Healthy Eating Meal Plan' and start your journey to better health today!"
By providing a specific, actionable step, you'll make it easy for your readers to implement what they've learned and see real results in their lives.
Photo by Thought Catalog on Unsplash
Don’t overcomplicate your blog writing.
We create way too much friction in our own content development - which is why we never get around to it. But relax - the perfect blog post doesn’t exist.
Some content I’ve spent hours crafting goes nowhere - and blogs that I throw together on my Notes app and upload without a second thought get tons of hits.
The key is to give yourself a simple roadmap and just start writing. Remember the tips:
Have a plan for why you’re writing a blog.
Use the power of story.
Know thy audience.
Stick to the rule of three (I know, I broke it in this blog, but I’m in charge!)
Tell them what to do with what you’ve written.
Once you get a feel for how your audience responds to your content, you’ll start to feel more comfortable with creating more and more blogs. Soon, it’ll become just like any other part of your business - and hey, it might even become fun!
Want help writing your blogs?
From ideation to publication, I can collaborate with you and help you draw in customers with quality content that compels and converts.
Whether you have a topic or just want to discuss the process, I can help!
Schedule a consultation time and let’s start writing.
