Your job might have nothing to do with writing, but suddenly you find yourself sitting down to write a blog post. Understandably, you are feeling a bit daunted. Don’t fear – to make putting pen to paper (or more likely fingers to keys) easier we’ve come up with a few pointers. And remember, help is at hand in the form of qualified content writers – so if you feel well and truly panicked at the thought of sharing your writing with the world, find out how a professional wordsmith can help.

Before you start, spend some time thinking about what kind of content you want to share with your audience. Are words, images or videos the best medium? Depending on your business or industry this might be a natural choice – for example you might want to post pictures of past work, or write case studies outlining how you handled a tricky brief.

More and more people are looking for great online content – so think about the kind of thing you might like to read. And post regularly, so readers get to know when they can expect a new instalment – it will also build their engagement with and understanding of your brand.

Come up with a snappy title
First things first, you need to encourage people to actually click on your post – so grab their attention with a catchy headline. Keep the word count to a minimum and try to sum up the essence of the post in a simple and straightforward way.

Make it relevant
We can’t stress this one enough. Readers don’t have much time, so it’s essential you keep your copy sharp and concise. Outline the main point of the post in the first few paragraphs and include bullet points to make your post more accessible. Don’t write just to sell a product or service. If someone is taking the time to read what you have to say, make sure you can offer them something valuable, whether that’s advice, information or inspiration.

Write for the reader
This sounds obvious, but it’s important to always keep your target audience in mind when writing. You might know everything there is to know about performing a successful root canal, but your readers probably don’t and will be looking for understandable explanations in layperson’s terms not technical jargon.

Appearance is everything
Think about how the post looks on the site. Blocks of text are a big no, so remember to use paragraph breaks to allow your readers to pause for breath and insert relevant images to add a splash of colour on the page.

Categories and keywords
Blog posts floating around on your site aren’t going to help anyone – create a few categories and remember to file every post under the relevant heading. It will make it easier for readers to find other posts on the same topic.

Link to useful pages
Scattering your copy with irrelevant hyperlinks can lead to sites being penalised by Google’s SEO rankings, but providing useful internal links that will help your reader navigate the relevant information is the right way to go about things. If you are talking about a particular aspect of your business, and know there is a place on your site that goes into more detail or offers a product related to what you are talking about, link to it. The reader stays on your site for longer while learning more about you – it’s a win-win situation!

Include a call to action
End your blog on a question. It’s a great way of inviting feedback and establishing some valuable interaction with your customers. Ask for their opinion / experience / suggestions and ensure there is a space where they can comment below the post. You should be able to moderate their contributions before they appear on the site.


Hopefully you are now feeling ready for action, so tell us, what’s your first post going to be about?