Harvey and Hugo

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Business Central, 2 Union Square Darlington,
Phone: 01325 486 666
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Bypassing Blogging Blunders

It’s long been advised by marketing gurus that ‘content is king’, and it is. But when it comes to putting pen to paper, fingers to keys, where do you start?

Writing a blog post takes planning and thought. Do your research, double and triple check those facts and consider whom you are writing for.

Be passionate. When you are genuinely interested and enthusiastic, this shines through in your writing and will captivate readers.

Grab attention with your headline. Keep it short and snappy, consider a play on words, alliteration, an oxymoron. Something that will make your reader look and think twice.

Use language appropriate to your key audience. Is this aimed at trade? If so it will need an element of technical vocabulary. Are you positioning it for secondary school-aged children? You might wish to make it more conversational. An older audience? They’re likely to appreciate a more formal and respectable tone.

Have a clear structure – a beginning, a middle and a conclusion. No story or piece of writing can finish with a simple full stop. It needs to be rounded off so that the reader comes away feeling fulfilled, rather than hanging on a precipice; did they reach the end or was it cut short somehow?

Have a call to action. What do you want your reader to do after reading your post? Are you trying to drive traffic to your website? Sell a specific product? Do you want them to call you? Ensure that the summary paragraph of your post guides them naturally.

Proof, proof and proof again. The more you read something, the less likely you are to spot an error, so ask a colleague or friend to proof it for you too. Blog post proofing is a standalone service that we offer at Harvey & Hugo, for that specific reason.

Be savvy with your image. The old adage ‘a picture tells a thousand words’ is key here. It needs to be good quality, relevant to your post and tell some of the story. Remember that this is the image that will pull through into the preview if you share the blog link on social media. It’s also crucial to be aware of image rights. Take your own image, purchase one with an appropriate usage license, or use sites such as Pixabay, Unsplash or Pexels which don’t require attribution.

There’s a lot to consider when writing your own content and it can be a minefield at times. Here at Harvey & Hugo we offer blogging as a service, both to regular clients and also on a Pay-as-Hugo basis. So, if you still feel a little baffled, we’d love you to throw us a bone on 01325 486666.

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