Insight

9 Tips to Make People Read Your Posts to The End

Insight

9 Tips to Make People Read Your Posts to The End

It isn’t easy reading from a screen. As well as making sure your blog posts are interesting, informative, relevant and worth reading in the first place, it makes a lot of sense to address the physical readability of a blog post and the language it’s written in. it’s important to take your readers into account because people who read an entire blog post are more likely to come back for more and more likely to buy stuff from you.
Here are some tips for making people fall head over heels in love with your blog.

  1. Use the right language for your audience – There’s some talk online about using the simplest possible language at all times, aiming for the lowest common denominator. Maybe that makes sense if you run, say, an online shop where your buyers range from rocket scientists to teens, people of every age and ability. But it makes more sense, if your website is aimed at rocket scientists, to write with them in mind instead of trying to simplify the language. And it also makes more sense to write extremely simply for an audience of eight year olds. In short, it’s a marketing thing: you need to focus on your audience rather than following the same rule for everyone
  2. Use plenty of paragraphs to split your post up – If you’ve ever come across a blog post that just runs on and on, just one enormous paragraph, you’ll know how impossible it is to read. Split the information into bite-sized chunks, separated by appealing, relevant subheaders, and you’ll make it a whole lot easier for people to read comfortably and quickly, and to find the exact information they want
  3. Make your argument clear up front – What is the post about? The first paragraph is where you present your premise, telling people what you’re going to say. Take a look at the first paragraph of this post – we’ve explained the premise so you know exactly what to expect as you work your way down the post.
  4. Avoid passive language like the plague – Passive language is a total marketing no-no. If you feel tempted to say something like ‘it was decided to…’ rather than owning the decision and saying ‘we decided to’, cease and desist immediately! It’s a sure-fire way to put people off, make yourself sound utterly pompous, distance yourself from your own content and push your audience away
  5. Be personal, be quirky, express opinions – Too many bloggers are scared to get personal, have opinions, put their money where their mouth is. The result is an awful lot of bland posts providing bland information in a bland way, with no zest or fun or personality. The best and bravest brands are not afraid to say how they feel.
  6. Being human – The best-loved brands don’t write like they’re a corporate entity. They express themselves in an interesting and exciting way, and they write like real human beings. Don’t slip into corporate speak. And avoid industry jargon unless it’s the only way to make your audience understand what you’re talking about, or your audience is sure to understand it, for example because you’re operating on a B2B basis
  7. Tell stories with a beginning, middle and end – Do you remember writing essays at school and college? That’s how you need to structure a blog post, with a beginning, middle and end. Every piece of content is a story. The best online content is simply storytelling with a marketing edge.
  8. Make the information worth having – It can be tough dreaming up relevant, interesting post subjects week after week, year after year. But it’s better to say nothing at all than say something just for the sake of it. Make every piece of information you communicate worth having, whether that means entertaining, useful, essential, interesting or actually unique. If someone else has created a post on the same subject, it’s your responsibility to do a better job of it than they have, not just rinse and repeat
  9. Develop a recognisable writing style – Does your blogging style reflect your brand’s personality? If not, why not? When people come across your blog they should recognise your style, a writing style that dovetails perfectly with your website design and your brand values. If it doesn’t, there doesn’t seem much point in developing a brand in the first place

Common blogging tips to ignore!

There’s some excellent guidance online about how to write blog posts that people will actually read and enjoy. But there are also some commonly-proposed tips that, on close examination, don’t really make a lot of marketing sense. Here are the two most important.

  1. Do you have to use short sentences and avoid long ones? Some say it’s important to use short sentences. Yes, short sentences are sometimes easier to read and understand than long sentences. But don’t make it a hard and fast rule. We think it’s more important to get the punctuation and physical layout right, since punctuation is designed to help people navigate longer sentences with clarity and accuracy
  2. Do you have to avoid ‘difficult words’? Have a look around and you’ll see plenty of people recommending you avoid words more than four syllables long. We actually think this is silly advice. The number of syllables in a word doesn’t affect its ‘difficulty’, whatever that actually means in this context. Good, clear, intelligent communication focused to the audience in question is the important thing, and the English language offers a vast array of wonderful words to use, some longer than others. Dive in and enjoy yourself!

Should you use the Yoast SEO plugin?

If you run a WordPress site, you can download the Yoast SEO plugin. It’s a useful piece of kit because it guides your SEO efforts on a post-by-post basis via all sorts of useful checks and balances. The only thing we’d recommend you are wary of is the readability check, which assumes the lowest common denominator is always best. It isn’t.

Make your content readable and enjoyable for your specific audience and you’ll see better results. If you need great content, we can write it for you.

Results silence bullshit

Results silence bullshit

Fed up with wasting time on social media and websites that don’t deliver? Feel your media is no longer you, no longer fun? Then we should talk
Fed up with wasting time on social media and websites that don’t deliver? Feel your media is no longer you, no longer fun? Then we should talk
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