The Pinnacle

Stories and ideas from Big Blue Digital.

Write content that people actually want to read: Our guide

When was the last time you read a great blog post and discovered that it was actually written years ago, but the information in it was as useful now as the day it was published?

Not recently, I bet.

But the best blog posts last. They become valuable resources for your customers and potential customers, drawing traffic to your website year after year.

(Got good content already? Automate your sharing and social media to build great client relationships!)

And you can write them yourself.

Are you wasting your time?

There’s no better way to waste your time than spending hours writing blog posts that don’t actually get read. That nobody finds interesting enough to share. That aren’t engaging enough to spark comments and conversation.

There are so many other things you could do each day to make your business money!

So how do you get read and keep readers coming back?

Choose the right topics.

This is not an article about how to write the perfect headline or optimise for search engines. It’s not about how long your post should be or what image to use.

This is about how to decide what to write.


Solve problems and be useful

Think about your favourite blogs. Why do you read them? What do you learn?

We don’t read blog posts for kicks, we read them for information. They solve problems, give us instructions, or explain a complex concept.

You can do this for your readers too.

Think of a specific problem that your customers (do you know who they are? Make sure you're working in line with your digital strategy), potential customers or people in your target audience experience, that’s related to your company, product or industry. What questions are they asking? What do they need to know? How could they use your product better? What do they complain about?


8 tips for choosing a topic and writing an amazing post

1. Choose a topic that’s relevant to your business’s audience and solves a problem. It should tie in with your products & services directly or indirectly.

Make sure you provide information that’s genuinely useful and interesting. People love “how to”s, check lists, advice, tips etc. (like this list!)

3. Don’t just bullet point the features of your new product.

Connect emotionally. Why is your topic important to the reader? What pain are they experiencing or how will your post make them feel better?

Include enough information. It’s better to spend 6 hours on something that people will rave about to their friends than 1 hour on something that’s “ho hum”. Will people come back later and refer to this? Will it stand the test of time?

If it’s not an informative post, is it entertaining or inspiring? Would you share it with your own friends who had nothing to do with your business?

Is the information directly actionable? Most audiences aren’t interested in general information or essays; they want advice they can do something with.

8. What should the reader do next? Where can they find more information? Should they call you to get more advice? Is there a download they can get or a newsletter to sign up for? What should they share in the comments? Ask for the action!

Your next blog post...

Now, the pressure is on! Did we write a post that follows my own rules?

Did you learn something new?

What tips will you put into action in your next blog post?

Get writing! Still not sure where to start? Read Leanne’s tips for producing better content


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