What Makes a Captivating Blog Post


Smiling Woman drafting a blog at her desk.

Most companies today use blog content for a number of reasons. Good blog content builds trust, promotes products or services, and initiates a call to action for your business. You can drive more sales, boost consumer confidence, and improve your SEO rankings with a quality blog. But in order to do so, your blog must look and feel professional while attracting an audience. Here are five ways you can help make that happen.

What Can Good Blog Content Do for Your Business?


1. Do Your Research

Nothing builds your company better than a good blog that shows you know your business. You should include more than just basic information about your industry. For example, if you happen to sell organic foods, you can take an extra step by explaining why organic might be a healthier choice. You'll need to back up your claims by using scientific data that shows how organic foods are safer and better for you and what they might be good for. You can even include a link to a recipe as an extra.


2. Establish Keywords

Keywords are an excellent opportunity for you to capture your audience and keep them coming back. If you want to capture and keep your audience, use keywords. Use them in a way that guides and directs traffic toward your business page. They should be based on trending topics, with examples being vegan or plant-based. Generic phrases can lead to keywords that are more specific and are aimed at a particular type of business that offers that product or service.


Let's say you're running a vegan restaurant and you want to get it noticed on Google. In this case, you should establish the right kind of keywords that help guide customers to a specific place where those products are sold. One good way to do this is to type in "vegan" and then specify "restaurants and food" so you can narrow your search. Doing so will reduce the amount of time it takes to find keywords, and you'll have more time to work on establishing an informative blog. One excellent search engine you can use is Wordstream's free keyword tool, where you can have fun experimenting with your favorite catchphrases.


3. Make Your Blog Content Informative and Engaging


Man and woman reading content on a phone.

Your writing should take on the perspectives of your readers to gauge what they want to know. In this sense, it pays to freshen up your content by adding something new. Continuing research is vital to reinvention and helps your business expand with new customers.


When you try and add something new, think about improvement. Your aim should be to add insight into your blog topic by providing new information for your readers. You'll give your audience an opportunity to go deeper and learn more about your brand.


The next thing is to consider who your audience is.


Demographics matter when it comes to targeting a specific audience. If your target audience happens to be 20 and single, then creating a quality blog should be done in a way that captures people within those categories. Someone who is around age 20 may be least likely to show an interest in buying life insurance than someone who is 30 or older.

4. Create Readable, Professional Content

Readable content that's professional includes an informative blog that's easy to understand for your readers. It should be free of grammar and spelling errors. The key to creating a professional and informative blog is to write your first draft and read it as though you are the audience and not the creator.


Ask yourself if the content is something that you would understand and if it is something that piques your interest. Does the piece flow? Are you writing sentences that are short and that get to the point, or do they appear to be long and rambling? Short and simple wins the race when it comes to quality content.


A good blog should involve quality content that's broken down into bite-sized bits. This means using shorter paragraphs that have a range of three to five sentences each. Every sentence should expand on the main idea of the paragraph by adding new information and concepts. Bulleted lists can also help break down the content and make it easier for your audience to read. Spin Markket has several resources available that can improve your blog content and boost your SEO rankings.

5. Use Visual Aids

Content that's thoughtful and engaging will benefit from the use of visual aids in your blog. Photos, videos, and tables or charts are excellent ways to help you demonstrate your written content. You'll help your readers make better connections to your business blog while appealing to their creative side.


Beauty matters when looking for the right image. Good photos should enhance your content by showing readers what you mean. For example, if you're writing about HVAC repair services, you should think of something that's funny but factual. Bold colors and contrasting hues can add spice to any photo you use.


The image you choose needs to inspire a call to action by appealing to the reader's emotions. An image of someone standing next to a broken AC unit who is sweating and fanning themselves evokes unpleasant sensations of being hot, which is enough to move you to get your unit repaired immediately.


Choosing an image is serious business. Copyright and usage laws can make things somewhat complex for business bloggers. Your safest bet is to use sites such as Shutterstock where you have an option to download an image for free.


Other great sources include:


Your business website should go hand-in-hand with your blog to help an audience make the most of your online presence. Good impressions can make a difference in your company's success. Spin Markket + Digital offers services in web design and development tailored to suit every industry. We provide ongoing SEO analytics and help you track and improve your online sales. For more about our online marketing services, visit our website here.


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