Don’t be content with poor content: Six tips for making blog posts sing

Posted by Nov06, 2017 Comments Comments Off on Don’t be content with poor content: Six tips for making blog posts sing
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The quickest way to make a bad first (page) impression is to have have old, irrelevant or poorly written content on your website.

These days potential clients will likely suss you out online long before they ever shake your hand. And just like the grip of your handshake, the strength of your website can make a lasting impression in seconds.

The good news is that creating fresh, engaging content often requires just a few tweaks to your current writing style, which we’ll outline below.

1. A strong hook

You need a strong headline and introductory paragraph to really hook your readers. Strong hooks often do the following: shock, intrigue, surprise, create a sense of urgency or offer a solution.

Don’t stress if the introduction doesn’t come to you straight away – often the ‘Eureka moment’ will only come after you’ve written the bulk of the article.

2. Get to the point

Don’t spend six paragraphs subtly building your case before you get to the meat of the article. Use a maximum of three or four paragraphs setting the scene before giving your readers what they came to your post for.

3. Use subheadings, avoid slabs of text

Subheadings help break up your article and give readers resting points. They also allow readers to skip straight to the nuts and bolts of your article if they’re short on time.

Large slabs of text are hard to read on a screen, so break up your paragraphs and vary your sentence length. The rule of thumb is: stick to one idea and no more than three sentences per paragraph.

4: Keep it simple, stupid

You’re smart. Your clients already know you’re smart. Chances are that’s why they’re coming to you in the first place – you don’t need to knock them over the head with a thesaurus.

Write plainly, conversationally and avoid jargon. Consider injecting some personality or humour.

5: Don’t over-deliver, have a strong call to action

The purpose of your article is not just to generate value for your reader, but to generate value for your business.

There should be enough meat in your article to satisfy your readers’ curiosity, but you don’t want to give away all your secrets in a blog post.

Ideally you want your client to book another appointment – so make sure your call to action (CTA) clearly identifies what they should do so you can help them further.

6: Don’t be precious

Writing can be extremely difficult if you’re trying to get it perfect the first time.

Instead, begin a rough draft by identifying the key points you want to make. Use them as subheadings and then fill in the details under each point. Don’t put pressure on yourself – just putting your thought-stream on paper is better than a blank page.

Now, put the draft aside. Come back to it with fresh eyes or get a second opinion. When you re-read it you want to be ruthless. Cut out any passages that don’t meet your key objectives. Repeat until you’re happy.

Generally, client content should be no longer than 600 words. This blog post started out as a scruffy 1100 words before my colleague got out the red pen.

CTA time

If all of the above seems just a little too much effort, then worry not.

We provide a syndicated content solution for mortgage brokers that will keep your website’s blog up-to-date for just $23 a week.

Basically, we do 99% of the work, then you publish it. Check out



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