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.
Make blogging the centrepiece of your strategy
That said, research suggests that some 45% of businesses view blogging as the centrepiece of their content marketing strategy.
Read more from DJC: The art of public speaking - Part 1
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:
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