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16 Rules of Blog Writing, Formatting and Layout Structure

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You’ve created a beautiful blog post.

The copy is well written, your topic is compelling and makes people want to engage.

But…nothing happens.

It doesn’t matter how good of a writer you are – if you blog posts are not structured and formatted in an easily understandable way, people will leave.

Take newspapers for example. The core goal of a newspaper is to provide high-quality content regarding current events. But that’s not all you expect, you also know that the information will be laid out in a logical way that lends itself to easy reading.

The same goes for articles online. There are some basic rules you can follow to help ensure that your content is easy to read and understand. Using things like headings, bulleted and numbered lists, and careful use of bold text can go a long way toward making your text more readable and compelling.

A key point to remember is that very few people will actually read your article word-for-word. Most people skim through an article, looking for the main points of the post and picking out key phrases that they can quickly digest.

Particularly for longer blog posts, it is important to write with skim-readers in mind.

You can facilitate skim-reading by providing adequate white space between paragraphs, restricting column width for your text, using lists and headings, as well as including appropriate images in your text.

Let’s go over a few key points for skim-reading:

Use plenty of white space

White space is the blank area between two paragraphs. Keeping your paragraphs separated like this helps to break content into manageable chunks that are less intimidating to readers than huge blocks of text.

Using white space can help to make readers feel like they are moving through the article at a quicker pace, and keeps them reading longer. Keeping paragraphs short also helps in this regard. Paragraphs of two to six sentences feel much more manageable to readers than larger sections of text.

Restricted column width

Newspapers keep their columns very thin and long. This is because the human eye has trouble moving from one line to the next when a column of text is more than about 80 characters wide.

Keeping your text columns thin will help readers to move more quickly through the text without losing their place in the article.

Lists and headings

Bulleted and numbered lists present very quick access to key pieces of information. Using lists also helps to keep the article visually interesting, and immediately shows readers where they can find some of the main points of the article.

Headings are great for summing up the portion of text below them. That way if a user is skim-reading, they can glance through the headings of your article and get the gist of what was presented.

Headings also help readers to get an idea of what kind of information will follow, and prepares their minds to absorb information on that topic.

Here’s a great article on why list posts will always work great as blog content.

Images and image captions

Humans tend to process and retain images much more easily than text-based information. Using images along with your text can help readers to remember your post much more easily and to understand your article more clearly.

Using images with captions will also help skim-readers to understand your article and get quick bits of information without reading through an entire paragraph.

Of course, there is much more to learn about blog post formatting. Check out this infographic from SuccessfulBlogging.com for 16 basic rules of blog post layout and formatting to learn more.

SuccessfulBlogging

Zac Johnson is a online marketer with 15 years of experience and also a blogger at ZacJohnson.com, as well as the founder of BloggingTips.com. You can also follow me on Twitter and Facebook

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3 Best Practices for Effective Copywriting and Blogging in 2019

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Copywriting and blogging are both essential in any business, but when it comes to their purpose, each one differs. Copywriting advertises a service or product as it directly encourages the audience to make a purchase, while blogging, on the other hand, entertains and informs the audience about the product through a related article. It is not as advertorial as copywriting.

Both, however, help generate leads and advertise products. Whether you’re blogging or copywriting or doing both, you should consider these important practices:

  1. Know Your Audience

Knowing and understanding who and what makes up your audience is a must, whether you’re copywriting or blogging. No matter how much traffic you get, your content is useless if no leads are generated. Just like any conversation, knowing a person’s interests, preferences, and the like is one way to create a meaningful conversation. If you want to know more about your target audience, consider working with companies like Make Your Mark Digital so that they can help you analyze the characteristics of your target audience so you can engage with them successfully.

team brainstorming

When you’re blogging, you need to create content that relates to your audience. In copywriting, what you write should depend on whether your audience desperately needs your product or if they are simply interested in it.

Create content that can increase your leads by understanding your audience. You can do this by considering the following strategies:

 

  • Create an Audience Persona – First, gather data about your audience by using Facebook Audience insights, interviewing customers, reviewing analytics, and creating surveys. After compiling the data, create a fictitious profile of your ideal customer. You can then use this persona to think of your audience’s needs, wants, and thoughts upon which you could base your content.
  • Use Analytics Tools – Tools like Google Analytics will help you figure out whether the person is convertible into a buying customer or not. It can also help in finding keywords that your target audience is using when typing in their queries. Use these keywords when writing content for a specific audience.
  • Be Empathetic – After creating your content, use your audience’s point of view to evaluate it. Consider varying perspectives, such as someone who is using the product, someone who wants to use it, or someone who is disappointed from using it. Thus, these perspectives will help you write to cater to their needs.

 

  1. Write Valuable Content

People who need useful information search the internet. Thus, the content of your writing must be valuable, as well as optimized if you want to have high-ranking copywriting articles and blogs.

In copywriting, the first information that must be displayed should be the most important. After which, you can add details to support it. Following the inverted pyramid—wherein the order of information must begin with the most important to the least—you must capture your audience’s attention with the most vital piece of information. Then, the statements that follow must engage the audience.

For blogging, on the other hand, your content should be engaging, useful, and original. Applying all these can increase your ranking, thus inviting more traffic, leads, or even a blog email list. Just like copywriting, you must present the most vital part of your content through a strong headline. Then, add thought-provoking and engaging content while also providing answers to your audience’s most common questions. Lastly, your final output must be easy to read but accurate.

 

To create valuable content, whether for blogging or copywriting, you must practice the following:

  • Use Power Words – Instead of using dull words, use vibrant words, but don’t overdo it. These are trigger words that make your audience respond positively or negatively. For instance, you can use “breathtaking” instead of “beautiful” for more impact.
  • Proofread Your Content – Mistakes are inevitable, even if you think you’ve been very careful with your writing. The best way to proofread is to sleep or leave your output for some time before rereading it so that your brain would be fresh when you review your piece.
  • Rebut Their Objections – Make a list of possible arguments from your readers and make counter-arguments so you can address them.
  1. SEO

Search engine ranking is vital as it affects your traffic and leads. Making your website rank high on search engines through an unpaid and organic process is called Search Engine Optimization (SEO). When your content is optimized, you can increase your potential readers or customers. Thus, copywriting and blogging must be SEO-friendly.

There are a lot of SEO tips on the internet, and here are some of the most important ones to remember:

  • Use Keywords Correctly – Include keywords in the title, first sentence, and other parts of your page, but don’t overdo it. Instead, use alternative keywords or synonyms.
  • Use Headlines – Easy-to-read copies and blog posts engage more readers. Headlines can spell the difference between an interested reader or not.
  • Write More Content – Writing one blog a day does not help your page if it’s only a hundred words or so. Google acknowledges content with more than a thousand words that are useful and of high-quality.

Conclusion

Just because you’re selling or promoting a product or service doesn’t mean you can’t produce a well-written blog or copy. Applying the best practices mentioned above will help you achieve your goal. Just remember that when you write, you have to make it SEO-friendly without sacrificing the quality of your content.

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Do Your Homework: How to Do Online Research Before Writing a Blog Post

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Unlike academic research, which we all learn in school and often get bogged down in, online content research is pretty simple. Unfortunately it is that simplicity that can often lead to mistakes, or just bare facts that don’t hold as much detail as our readers could use.

Your pre-content online research consists of two stages. The first is the research you do before, and the second is the research you do during the article writing process.

Pre-Research

Before you write is the pre-research, as in pre-writing. This is where you are going to find your general facts that will support your post. This is also where you are going to draw your primary sources, which will be linked through the body of your content.

I always prefer to follow the 3x rule. You want to find three times as many sources as you will use, and pair them against one another. You keep finding sources in batches of three until you are able to verify each against one another.

This is a simple way to ensure you are finding non-biased, verifiable facts, and not baseless opinions. With misinformation running rampant thanks to lazy bloggers and social media, this is a very important process.

You don’t want to become one of those bloggers posting factual inaccuracies like they are gospel truth. Not only does this add to a serious problem in online content creation, but it impacts your authority. We all know how important that authority is to the growth of a brand.

Your article is going to be broken into sections and subheadings. These will steer your research in many ways giving you more ideas which angles and problems to cover.

Text Optimizer helps you research related questions. TextOptimizer is the semantic research tool that extracts related concepts and questions right from Google search results:

textoptimizer questions

All of these questions may become subheadings of your future article (or inspire follow-up articles). You can export them in Excel and sort them into “existing content”, “currently working on” and “future articles”.

Supporting Research

Next, you have the research you do while you are creating your post. These are supporting details related to the above citations you have found. It is also where you will narrow down the links you intend to embed, if you don’t choose all three supporting posts.

This part is much simpler, and it more about giving readers additional information to follow. Sometimes I just provide a small masterlist of links for more data if the reader chooses, so I can focus more the quality of the content.

6 Tools To Make Research a Breeze

1. Google Drive Research Box

I use Google Drive for pretty much everything, including writing and backing up posts. I find it much more manageable than other cloud services. One of the features I love best is the research box. You highlight a keyword or phrase, and right click. It will have an option to research the highlighted section.

This brings up a side box with related sources, which you can view right in your screen. Because it uses Google results you have to be just as selective as you would be from a straight search, but it is much more convenient. Google Drive includes lots of useful information visualization and organization tools including Google Slides, Google Drawings, and more.

2. Mind Meister

Mind Meister

This is a great tool if you are dealing with a large post that is going to have a lot of involved research. Breaking the task down into simpler, smaller parts is a tried and true tactic.

MindMeister is a mindmapper tool that lets you do that. You can plan out the entire post, including linking sources so everything you need ends up in one place. All using a template that lets you easily move, edit and reformat before you ever get to the writing process.

3. Keyword.io

You may be wondering what an SEO tool is doing here. After all, this is about researching for articles, not for marketing. I would argue that they are technically in the same vein, but that isn’t why I included it.

I have used this tool to create lists of related key phrases I may not have thought of. This helps me to broaden my research based on what people have published or searched for online. So I may end up with sources I never would have found, because I wasn’t using the right combination of keywords.

If you have Yoast plugin installed, you have keyword optimization basically covered. Plus there a few more plugins that will help you keep content research and optimization under control.

4. Digital Research Tool (DiRT)

This is a fantastic masterlist of tools aimed at scholars, especially those in the social science and humanities. However, I think it is a great place for bloggers to find research tools they need for any number of purposes. They are broken down into categories, which you can select on the front page.

You are then taken to the tool that is best for the job at hand. It is the best collection of research redirects I have ever found, and much more efficient than trying to keep track of everything on your own.

5. Quora

Quora

Normally I would avoid social media like the plague when it comes to research. There is just too much garbage floating around, and opinion outweighs facts and logic at almost all times. But I will make an exception for Quora. In spite the fact that it is a platform that is very easy to abuse, it is full of genuine experts with backed up information.

It requires you to offer well thought out answers, and to provide a source or reason for your knowledge. I go there all the time to find great links to scholarly articles, studies, website tools, or to get first hand soundbites from major players in the industry that know about topics first hand.

6. MyBlogU

Speaking of experts, MyBlogU is another great place to find them. I usually go here for expert quotes as part of the secondary research process (finding backup information and supporting details). It is an easy way to add further gravity to something you have already officially cited, straight from the mouths of the people who know best.

Do you have a research tool to put on the list? Let us know in the comments!

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4 Blogging Tips for Freelance Writers

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Freelance writers, do you blog?

You better be blogging.

Running a well-stocked, self-hosted, WordPress blog showing off your writing skills is the most direct way to earn a lucrative living through freelance writing. Why? People with ample means get to see what you can offer through your blog, then, pay up. Both parties win. You have fun rendering a useful service. Clients get helpful, business-building content.

Blogging is a skill freelance writers need learn, and practice, to grow their business through blogging.

Follow these 4 tips to make money freelance writing through your blog.

1: Show Off Your Writing Skills by Publishing Content

Most aspiring freelance writers expect to make money freelancing without showing off their writing skills for free. Why in the heck would anybody hire you if they have no idea what you do, how you do it and why you do it?

Show off your writing skills by publishing content to your blog. Be generous. Publish one post weekly, at a minimum. Running a freelance writing blog seems smart to me. Along with teaching people how to be a skilled freelance writer, you build your friend network and show prospective clients your writing stuff.

Note; do not hold back. Many freelance writing blogger newbies publish one post and expect the floodgates of traffic, profits and clients to open up. Nope. Be generous, patient and persistent to gain client trust and to build your business over the long haul.

2: Network with Fellow Freelancers to Grow Your Reach

Get out of a competitive, poverty conscious vibe.

Enter into an abundant, generous, vibe.

Comment genuinely on fellow freelance blogs. Promote freelancers on your blog. Promote freelance writers on social media.

Here’s how money works, guys; if you do not fear losing money or clients to other freelance writers, you make tons of money through freelance writing over the long haul because all freelance buddies you make through your generosity promote you, endorse you and heck, some may even hire you.

Be generous. Help people. Make friends. Amplify your reach. Grow your business.

3: Build a Clear Freelance Writing Services Page

If you claim to be a freelance writer you better publish a clear, easy to understand, freelance writer page.

List specific services offered. Be clear to attract ideal clients who love what you offer.

Consider adding your writing rates to avoid tire kickers and other folks who want to bargain, barter and do other silly stuff. You are a business person. Bartering is for people in a Middle Eastern Souq. Set fixed prices. If people cannot afford your prices they can move on to another freelancer. Have posture.

Feel free to show off client testimonials if you have these endorsements but I have found this; if you get clear on your writing skills, show off your work through free content and clearly state what you offer, clients will find you and hire you. I did not even have a freelance business page when I landed my highest paying client. This shows you the power of clarity and mental alignment.

4: Build Blogging and Freelance Writing Posture

Please guys, do not barter, bargain or debate your writing rates. Do not charge $5 for a 600 word post. Do not work for peanuts just to say you landed a client. Do not work for demanding, overbearing clients. Never work for someone unless the person aligns with you, your values and your work.

Work for nice people who appreciate what you have to offer. This is the path toward great success online.

You choose clients. You pick clients. Have posture. Think and act abundantly.

Most freelancers struggle terribly because they have little or no posture. Believe in yourself. Believe in your abilities. Have faith. Trust in yourself.

The more you practice writing the more you gain confidence and clarity in your offering.

Enjoy your freelance writing success!

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