You've probably already heard of all the benefits having a blog can do for your business.
Your website is your No. 1 marketing tool, and without content your website would be nothing.
But here's the truth: If you don't know how to write a blog post that readers engage with, having nothing and not blogging can be better for your brand than having a boring website or blog.
A good litmus test is to determining whether you should hit the publish button is read through your writing (and as unbiasedly as possible) ask yourself, "Is this boring or would I want to read this?"
Or better yet, ask yourself if your best friend or mother would enjoy reading it.
And there are a couple elements that you can implement to your writing to make sure you're not putting people to sleep.
For starters, being helpful is usually not boring - even if the content matter is naturally not the most interesting.
It's common sense, but if someone needs your content then you've done your job as a writer.
For example, if you write an article on how to change a vacuum cleaner filter - that's not the most thrilling story ever written. But people will want and need to read or watch that piece of content.
Nobody wants to read a bunch of business jargon or strung together words that don't make much sense.
Write in short, direct sentences. Another good rule of thumb is would a 10-year-old be able to understand it?
Overall, make sure the way you write is the way you speak.
Be a Storyteller
Everyone has a story to tell. Some people are just naturally better at telling them than others.
But it's science - storytelling is how the human brain operates.
So if you can write in this way, chances are your readers won't be able to look away.
Marketers who understand this do the best job of building a relationship with their customers. Think about brands such as Coca-Cola who know how to tell their company's story in a way that incorporates its customers.
When telling a story, consider using all sorts of media to convey your message. A perfectly executed inbound marketing strategy uses a combination of words, images, videos, and GIFs working in tandem to convey the story.
Attention spans may be shorter than ever. But that means the burden falls on the writer to capture the minds and the hearts of his or her's audience.