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Make blogging the centrepiece of your strategy

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About DJC

The older I get, the less I know and the more inquisitive I get.

Unfortunately, despite a lifelong search, most of the answers elude me. That said, I love to ask the questions and fuel the debates that will ultimately lead us all to a better understanding of the big issues in life, the universe and everything.

They say that we spend 98% of our lives in our head. I for one would like to use that time as effectively as possible.

There is a lot of evidence to suggest how powerful a communication piece a well-crafted blog can be.

It is not easy to write a blog that is well read. Trust me, I know. I have written many a blog that has only been read by a handful of people and it can be very disheartening.

It is not that difficult to blog well.

It is not that difficult to blog well. Picture: Shutterstock

That said, research suggests that some 45% of businesses view blogging as the centrepiece of their content marketing strategy.

So, what makes good content? What makes a blog more engaging, likely to be read and shared. There's a range of factors. Here are three of them:

  • Create a strong title
  • Tell a story
  • Keep it short
  • We have all seen how newspapers use headlines to sell newspapers. As distasteful as these headlines may be at times, there is no doubt that headlines sell newspapers.

    Equally, there is no doubt that headings sell blog posts and content in general. The best headings or titles are audienceand benefit-focused, and eye catching.

    We can all remember stories we have been told as children. The fact is, human beings are attracted to stories.

    We like to read and tend to remember well-crafted stories much more than we do lists of facts, no matter how astounding those facts may be. Telling a story that the audience will engage with, relate to and remember is very powerful.

    We have all seen a long post and thought, that may be interesting but I don't have the time to read all of that. I have certainly found that shorter blogs tend to be better read.

    That said, a longer blog can be well-read, if it is also very well-written. The longer the blog, the better crafted it needs to be. Using subheadings also helps.

    Source of core statistics – RAMONA SUKHRAJ – IMPACT – JANUARY 2017

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