So you want to learn how to write better blog posts. That’s great! A blog can be an amazing marketing tool for your business. Blogs increase authority, build engagement, and attract new leads. In fact, companies with blogs produce 67% more leads per month than companies without blogs.
However, you won’t get any of those nice benefits if nobody reads your blog. The key to getting people to read your blog is to write better blog posts that are optimized for skimming. Keep reading to learn how to write better blog posts.
Why Nobody Reads Your Blog
43% of people don’t read entire blog posts – they skim, and the median time spent with an article is just 37 seconds. Skimmers aren’t lazy – they’re busy. Two million new blogs posts are published every single day. Skimmers are just trying to keep up with the rapid pace of content production.
Thus, you want to optimize your posts so that readers can get the most value out of them in the shortest amount of time possible.
When I began my beauty blog in 2009, I didn’t put any consideration into how I wrote my posts. I would get excited about something, slap together a couple of really long paragraphs, add whatever grainy images I could steal from Tumblr, and send it out to the internet (typos included). The result? My blog experienced explosive growth and I became a millionaire before the age of 25.
Just joking! Nobody read it (except my mom).
Working with clients on their business blogs has helped me to identify these formatting tactics for making sure your posts are super easy to skim.
How to Write Better Blog Posts:
1. All paragraphs should be as short as possible. Three to five sentences is a safe bet. Everyone once and a while, a one sentence paragraph is great for emphasizing an important point. However, excessive use of one-sentence paragraphs is fatiguing to many readers.
2. Add subheadings every few paragraphs. Make some of them into questions to excite curiosity. Better yet, make your sub-headings tell the entire pitch so that skimmers will understand the gist without reading a word of body copy.
3. Break up monotony by setting key paragraphs or statements in italics or bold.
4. Use numbered lists or bullet points whenever possible (like this one, duh).
5. Add images. After all, articles with images get 94% more views. But don’t just add any images. Add beautiful, relevant photos. Grainy, lame, or cheesy images degrade the quality of your work. I like to use Unsplash for high-quality, free stock photography. iStock also has some decent options, if you’re willing to dig.
6. Include captions with all your photographs. People typically read captions more often than body text.
7. End each post with a question to encourage engagement.
Keep these tactics in mind as you’re writing your next blog post.
Edit Your Old Posts for Readability
However, there’s no need to let your old posts go to waste. Spend some time editing and republishing old posts. Not only will your readership improve, but your search engine rankings will improve as well. Holler!
Stuck on how to make your posts more skimmable? Get in contact with me! I’d be happy to take a look at your blog and make some suggestions – free of charge.
Do you actually read blogs posts, or are you a skimmer?