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Blogging 101: Writing blogs to engage your readers

Blogging is a great way for companies to take ownership of certain topics and issues. By writing informative blogs in response to industry news items in particular, companies can prove to audiences that they are true experts in their fields.

This won’t happen, however, unless your company’s blog is actually read; and it certainly won’t be read if it doesn’t grab the attention of your audience.

So, we’ve provided some handy tips to help minimise the chances of your readers leaving the page as soon as they’ve skimmed your blog’s headline and introduction.

1.     Start off with some facts

Nothing lends credibility to an article quite like well-researched facts and figures. So, after the heading, try starting your blog with two or three bullet points that state some solid facts which you are going to be discussing in your post.

In this way, you are creating an air of mystery by providing your readers with nothing but these interesting snippets of information. And hopefully this will encourage them to read on and see exactly what your point is.

2.     Colour your blog with some quotes

When it comes to an effective opening for your blog, a longer quote – no more than two or three lines maximum – can work just as well as simply stating some facts on which your discussion is based.

This quote can be from another industry expert or even a famous person – as long as it helps to form the foundation for your blog.

Just as an extra tip, inserting one or two brief quotes from other related articles throughout your blog can also help to back up your arguments and show your readers that your company is well informed on the topic at hand.

3.     Have you ever thought of opening with some questions?

Asking some relevant questions can help to engage your readers in your blog by encouraging them to think more for themselves about the topic you are discussing.

So, try opening your blog by asking them what they think about a certain fact or issue. Find an interesting or unusual fact which is relevant to your blog and ask your readers if they were aware of it. This may just make them want to find out more about it.

4.     Why it can pay to really plan your blog

Well-researched blogs provide insightful comments on certain topics and issues, using facts and figures to either create arguments or to back them up. They are also often well-structured and intelligently written to show readers that the author can be trusted as an expert in their industry.

This is why you should take the time to think more about the subject and structure of your blog and – perhaps most importantly – how you are going to engage your audience from the start.

After all, if you don’t really think about engaging your readers, then there is probably little point in writing a company blog at all.

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