How to Write a Captivating Blog- a Guide

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Imagination and creativity are a forte in the field of marketing. Blog writing is one of the most prominent forms of creativity as it allows one to mix words, images, and thoughts across an unending range of topics and discussions. Considering 77% of internet users read blogs, this vault of information and creativity will allow your organization to witness a number of benefits. Writing blogs attract a larger and newer audience to your business and allow you to engage and establish a relationship with this audience. Adding blogs to your company’s website can increase web traffic by upwards of 434%. Furthermore, relevant industry centered blogs will help your business establish greater authority and better showcase your expertise.

However, blogging has a number of hurdles. With approximately 43% of users skimming through blogs and readers spending on average 37 seconds per blog, retaining readers’ attention is paramount. In this blog, we’ll give you 6 top tips on how to do this and garner the most from your blogs!

Young, ethnic woman sitting in a cafe and writing a blog on a laptop.

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1. Know Your Readers

Knowing your readers is a crucial first step in writing a blog. Knowing the characteristics and demographics of your readers will allow you to better cater your blogs towards them. For instance, if an introductory blog on a topic is scattered with technical terms, it’s safe to assume your readers will be quick to stop reading. Using tools such as Google Analytics will allow you to understand the demographics of your users and those who visit your website. This will further facilitate your ability to write compelling blogs catered to your audience and retain their attention!

Aesthetic table with coffee, an open notebook, and a camera
2. Write a Catchy Title

Catchy titles can make or break your blogs. Your title is the very first thing users will see. The more engaging your titles are, the better your blogs will perform. Undertake proper keyword research and use relevant keywords in your title. This will better allow you to target your demographic and ensure your blogs reach the right users. Keyword research can be conducted using a number of tools, such as Ubersuggest or Google’s Keyword Planner. Additionally, make it a habit to keep your title lengths approximately 50-60 characters long to make sure they do not get cut off when being displayed on Google. Following and maintaining these practices are sure to garner you a greater number of impressions on your blogs!

Man sitting at a small desk looking at his laptop
3. Be Picky with Your Content

When writing blogs, one often forgets that this isn’t one’s personal diary/masterpiece. Blogs are often fleshed out to the point that readers lose interest in them. Trimming the fat and unnecessary content from your blogs will make them easier for individuals to read and skim through. Further, write in active voice rather than passive voice. Active voice uses fewer words and makes your narrative to the point, rather than sounding like a long, strung out story.  In addition, getting your blogs proofread by friends or colleagues is always a great way of correcting any shortcomings.

Top view of phone, earphones, pen, and diary

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4. Use Subheadings and Short Paragraphs

Individuals tend to read in an ‘F’ pattern/shape. This pattern dictates that users first read a horizontal line, then scroll down only reading the first few words of the next lines, before again reading a horizontal line. It is simply human nature to save time, rather than entirely reading every blog one comes across. This pattern of reading makes it imperative to have a sufficient number of informed subheadings to guide your reader’s attention. When big walls of text are not properly broken up and categorized, readers are disincentivized to read your blog. Divide your blogs into sections that will be easy for laymen to understand. A great way of practicing this is to make a proper plan for your blog before writing it. Planning out sections beforehand will not only cater to this ‘F’ pattern while writing but also help with excluding unnecessary content from your blogs.

Person using a smartphone.

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5. Use Images

We’re sure everybody has heard the phrase, “a picture is worth a thousand words.” Numerous studies have found images to be far more engaging than only text. Statistics show that most individuals only read 20-28% of words that are on a page and only 20% of people remember what they read. Alternatively, the brain process images up to 60,000 times faster than text and 80% of people remember what they see. Further, content published with visual content can grow as much as 12 times faster than that without. Various websites offer free stock photos that can be useful for your blogs, such as Freepick and Unsplash to name a couple. Hence, Including relevant pictures when writing your blog is essential and will increase your CTR and decrease your bounce rate. 

Macbook pro beside black Iphone 4 on table

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6. Revise Your Blog for SEO

Search engine optimization is the key to all content online. Optimize your blogs to rank higher in Google searches and not fall behind competition. The higher ranked your blog is, the more eyes will see it. Follow the best practices for SEO to do this. This means undertaking keyword research and placing these keywords wherever relevant throughout the blog. 


Further, adding links in blogs when providing statistics or facts is helpful. This is both great blogging etiquette and it could result in your blog receiving links back. Undertaking the required research on meta descriptions could be the difference between another reader and simply a passerby. However, when SEO is not done right and individuals instantly click off your blog, Google will de-rank it heavily. This makes it extremely difficult to be featured on the first few pages and could adversely affect your blog and website.

In conclusion, blogs are often a fun but challenging form of content to create and promote. We hope these tips will allow you to see better results in your own blogs and take them one step further! If you found these tips useful and would learn about blog marketing, check out our post here! For anything else, give us a shout at hello@estoot.com!

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