Blogging is a hot topic. It came from practically nowhere to dominate the internet and make up the bulk of the content online. All of a sudden, anybody could create a blog and serve their niche. You didn’t need to be a big printing house or media outlet to reach the masses. You could do it with a keyboard, mouse, and an internet connection – anybody could do it.
But while the potential was evident, few bloggers ever capitalized on the opportunity. It was apparent that there was money to be made, but only a fraction of writers were successful. Most faded into obscurity.
What made that small fraction so successful? Why were they able to capture the market when others couldn’t? In this post, we’re going to take a look at the ingredients of writing a blog that people actually want to read.
Write As You Speak
If you’ve ever stumbled across a business blog, you’ll notice something: the tone of the articles is stiflingly dull and boring. They read more like they were written by a robot than a living, breathing, emotive human. Businesses sometimes aim for a “professional” tone, but this often backfires and just makes their content boring and irrelevant.
Most of the time, it’s not the content itself that’s the problem, but the delivery. Writers aren’t writing as they speak – they’re writing with some other focus in mind, and it makes communication difficult according to forbes.com.
As people, we’re not designed for reading. Sure, we can do it, but our biological adaptation is for listening, which is why formats like podcasts and video are so popular. Writers, therefore, need to do everything that they can to make reading easier. And one of the best things that they can do is to make reading feel like being on the receiving end of a conversation. Dense text that isn’t conversational feels remote, hard to understand, and uninteresting.
Make Your Content Valuable
While writing with a great conversational voice is an essential pillar for building a successful blog, it’s not the only one. You also need to create value.
But what does creating value actually mean and why is it important? If you visit a site like google-ranker.com, you’ll see just how important it is to get onto the first page of Google results. The reason for this is that if you’re buried on page two or worse, users will never find you. You need to get up their, at least on the first page, to stand a fighting chance of growing into something that goes big.
Getting onto the first page of Google, however, isn’t about SEO wizardry: it’s about creating something that people can’t get elsewhere. In practice, what does this mean? Essentially, you need to be the only place on the internet where people can get a particular experience. You need to show Google that you create original material, and that’s why it should promote your blog. If Google suspects that that’s what you’re doing, it’ll funnel more of its users in your direction.