This is an overview of Copywriting Skills You Need as a Blogger
What’s the point of having a blog?
It doesn’t matter whether you’re promoting something or you’re just sharing your point of view. The goal is to attract as many readers as possible, and engage them. You’re doing that by finding out what answers they need, thinking of attractive topics, and writing marvelous content.
That marvelous content part can be challenging sometimes. What exactly is good content? How do you write content that will encourage the readers to interact?
Copywriting as an Essential Business Skill
Contrary to popular belief, copywriting is not copying someone else’s writing. It means creating a completely unique piece of content with a purpose to engage your audience. Since everything is being promoted online nowadays, great content is a crucial element of marketing. That’s exactly why the freelance writing profession is gaining value by the day.
Great-quality copywriting is founded upon few principles:
– Uniqueness – you cannot publish plagiarized content on the web. Google will penalize you for it, and the audience will recognize the scam.
– Engagement – the point is to trigger a reaction from the audience. You may want them to buy your products or services, download an eBook you promote, or simply respond with a comment. The content should naturally lead to that action.
– Clarity – no one has time for complex sentences that don’t end. A good copy should grab and hold the attention of the reader to the very end.
– Relevance – you’re a successful copywriter when you produce content the audience wants to read. The target audience has specific issues, needs, and problems. Your content should directly address them.
– Visual elements – people don’t like long chunks of text. You need to throw in the right image, video, or graphic.
– Connection – when someone reads your content, they should feel like you’re talking to them with a friendly attitude. They don’t want orders and strict directions, but they do need tips and calm guidance. They should trust you enough to ask questions in the comments. Naturally, you should give the answers. That’s part of copywriting, too.
Now, the main question is: how do you create the perfect copy?
Read this guide; it will give you the answers you need.
Boosting Blog Engagement: Write the Right Kind of Content
Understand What Your Audience Needs
First of all, you need to know who your audience is. They are the reason your blog exists and they will the people to bring you traffic and conversions. So, you have to make them happy.
Fill in the blanks:
My audience is: ___________. They have these problems: ___________. I can offer these solutions: ________________.
When you get those points clear, you’ll be closer to figuring out what your audience wants to read about. Here’s an example:
My audience is: young adults interested in technology. They have these problems: they don’t know what apps to use; they want to get better at programming and graphic design; they want to get the latest news quickly. I can offer these solutions: reviews on apps and devices; tutorials on programming and graphic design; updates on the latest tech trends.
You see? It’s easy to extract many topics out of these problems and solutions.
Once you get the theme right, you’ll get the attention of your audience. Then, you’ll just need to offer awesome content, so you’ll keep them engaged. As for the awesome content, read on.
People love stories. That’s not a statement. It’s a fact.
Scientists found that character-driven stories consistently caused synthesis of oxytocin in the listeners. Oxytocin is the hormone that makes us trust other people. Stories enhance our sense of empathy, so we’re able to experience a character’s emotions.
Do you see the connection? It’s important to achieve that effect through your content. When you awaken people’s emotions, you can expect their reaction.
How exactly do you tell a story through a blog post?
– Share an experience. If, for example, you have a blog where you promote cosmetics, tell the readers what problems you had with your skin and how a particular product helped you solve those problems.
If the audience sees an actual experience, they will relate to it and they will want to try that product, too. It’s more likely for them to follow an affiliate link or get the products from your site if you do this.
– Know the elements of a great story. First of all, you need a hook. That may be a problem, or an unusual experience that will encourage the readers to read beyond the introduction. Describe a scene related to the theme you chose, and tell the reader how that problem was solved.
– You can turn any life situation into an interesting story. Just maintain a personal narrative to show that you know what you’re talking about. Instead of giving tips and directions, you’ll be inspiring people through an actual experience.
Watch Andrew Stanton’s TED talk. He explains how you can tell good stories:
Don’t Put Yourself in the Spotlight; Save It for Your Readers!
Storytelling is a great thing, but it can get you in the wrong direction: me, me, me! Of course, your readers can relate with your experience. But remember: they need to get something from that read.
How is your story helping the readers to solve their own problems? That’s the main question you should answer. At the end of a blog post with a personal narrative, make sure to inspire the audience to do something. If, for example, you’re telling how you won the battle over depression, write an inspirational ending, inviting people to learn from your experience and share their own.
Sharing is the key to success here. When you want to turn the spotlight over to the readers, you want them to share reviews about your products or experiences similar to your story.
Reach out to them! You can do that by inviting them to submit guest post pitches or simply write comments under your post.
Make Them Come Back!
The point of a blog is attracting audience on the long run. You want to have a base of readers who will keep coming back for your content. How do you do that?
– Create a posting schedule and stick to it. Plan the posts ahead, so you can give hints on what the audience can expect next time.
– If you can’t produce a blog post you promised to deliver, you have two options: disappoint the readers who come to your website for that post, or hire a writing service like AssignmentMasters to help. If you decide to get help, you can provide clear instructions and the writer will deliver what you need on time.
– Make sure to connect the posts. You can do that by linking to older articles in each new post you publish. That way, the reader will stay on the site longer.
– Improve the user experience as much as possible. Fix the broken links, boost the loading time, and work on the blog’s design. If a visitor sees a flawless blog, they are more likely to come back to it when they want to read content from the same niche.
Images and Videos Speak Louder than Words
Here’s an experiment you can make: explore the most popular blogs in your niche. What do you notice?
Are there endless posts with huge paragraphs and no images/screenshots/videos/graphs in between? That’s hardly the case.
If a visitor at your blog sees a huge post with words and words only, they will be discouraged. They want short paragraphs, clear sentences, and something to relax them in between.
Images and videos are part of the storytelling method. They help the readers visualize what you’re trying to say.
It takes only 13 milliseconds for the brain to interpret images that the eye sees. The brain is trying to understand what the eyes are looking at all day long. It doesn’t achieve that speed with textual information.
– The images and videos have to be relevant to the theme of the post. They should complement your words.
– You can opt for stock photos. If, however, you’re writing reviews or sharing personal stories, it would be best to feature your own, unique photos.
– Photos are not the only type of visual content you can feature. Consider infographics, graphs, screenshot, and anything else that would fit the theme.
– If you can film professionally-looking videos, that would be even better! A post that has a video and textual content meets everyone’s preferences. Those who want to read will read, and the others will watch.
The engagement on your blog depends on several factors:
– Visual appeal
– Quality of the content
– Posting schedule
– Calls to action
The content plays a crucial role. You have to make it great and present it in accordance with the schedule your audience is used to. Each post should engage with stories and examples, and it must call the readers to some kind of action. Hopefully, the tips above will help you deliver what your audience needs.