Community & Networking

Blog Writing - Reaching Your Audience   
By Mila Sidman  

Many blog posts are written like long articles.  They might be jam packed with quality information but the author has forgotten that the content is still being written online and that means it needs to follow basic online content rules of readability. 

#1  Make your blog content scannable.  This is accomplished by creating lists, numbered or bulleted.  Scannable content is also created by creating headings and subheadings, using formatting, and spacing between paragraphs.  Scannable content is significantly easier to read, which means your blog posts will be read, subscribed to, and linked to from other posts.  

#2  Don’t forget graphics.  Blogs tend to be very copy heavy and a good graphic or two can lighten the visual load.  Pictures also help the reader relate to your post. 

#3  Headlines still matter.  Blog headlines are just as important as article headlines or email subject lines.  If they don’t attract attention and promise a benefit, your post won’t be read by as many people as you’d like.  Follow the same headline rules that you would for any web content:

            Grab attention

            Use keywords

            Make a promise

            Keep it short and simple

#4  Post length.  The general rule is to keep your blog posts between 250 and 1000 words.  While shorter posts are convenient for readers and are easily digestible, it is important to be able to cover your topic and if that takes 1001 words then that’s what it takes.   

#5  Number of posts.  The more frequently you’re able to post the more content you’ll be providing to your readers and the stronger your relationship will be with them.  That being said, it isn’t always easy to write a post every day.  Aim for a weekly post and if you’re having a good writing day, write and schedule a few posts in advance. 

Blogs work well when their authors take into account the needs of their audience.  Post regularly and frequently, make the post visually interesting and easily consumed online, and don’t forget to apply copywriting techniques like an attention grabbing headline to engage your reader’s interest. 

Mila Sidman is the owner and editor of the popular website Internet Based Moms. She's a copywriter, marketer and mom with a passion for helping women succeed in business.

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