Writing for a marketing project or company blog isn’t rocket science.
You can do this.
Although each brand client I work with wants unique, original blog posts, they all swoon over a similar format or blog presentation. Much like a basic school essay has a set formula, most content marketing blog posts also follow a format.
Today I’m happy to share my outline for a successful post when you’re writing marketing content for a brand client or your company’s blog.
1. Build a Common Ground
Start the post by presenting a problem, issue or concern that everyone reading the post shares. Think about your audience and who will be reading the post when choosing what to highlight.
Put yourself in their shoes.
How can the information you’re about to present help them, or solve a problem? Explain to the reader you understand their issue and you have a way to resolve it.
Then dive in with the information, not a cheap plug for the company’s product or service.
2. Give Actionable, Tangible Steps
One content marketing agency I used to work with often actually told me to start each sentence in the “steps” portion of the blog post with a verb. At first I was upset, but then it made sense.
Verbs are active, invigorating, motivational and actionable.
They persuade the reader to be proactive, which is what brand clients ultimately want them to do — whether it’s changing settings on their smartphone to fix a techie problem or how to make a homemade teeth whitener to improve their smile.
Write in active voice. Give clear, detailed instructions.
3. Wrap With a Call to Action
Finish the blog post with a bang. After solving the reader’s problem and giving them specific step-by-step instructions (flanked with verbs!), tell them what to do next.
It’s fine to ask for:
- a comment on the post
- to follow a Twitter account
- to click through to a helpful free e-book
- them to try the techniques and let you know how it worked
Overall, marketers want to read content (whether it’s a blog post, a website landing page or an e-book) that tells a story and personally engages the reader.
Many clients encourage writers to present a new perspective by incorporating personal experiences and even using first-person language.
When in doubt, read previous content written for the client. If they published it, they obviously like the flow and voice of the piece. These valuable examples can guide you into your own writing.
So, tell me: Do you write for your company blog or take on work for clients? What’s your greatest challenge when crafting a blog post? Let’s discuss in the comments below or connect with me on Facebook!
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