If you want to get found online to drive more conversions to your site, then you need to produce engaging blog content that answers and solutions to the needs of your target audience.
Whether you are a small business owner who writes your blog posts or you have a team of employees who contribute to your blog, you need quality content that educates your audience, addresses their needs, and drives sales on your website.
You can likely write a lot of great content about your industry and products or solutions, but most business leaders fall short when it comes to blog writing because they can’t make their content a business asset.
Do you worry that your blog posts are just helpful content and miss the business side of your business? Are you concerned that you might miss opportunities because copywriting for a website is not your strength?
If so, let’s talk about how you should view blog copywriting and how you can make blog posts a central part of your business success.
What is copywriting for a blog?
When most people sit down to create content, they only think about how to serve their audience. Now, don’t get me wrong- content creation needs to be focused on your audience to succeed (as we will discuss more later in this article).
But your blog copywriting efforts also need to tie back to your business.
You spend a lot of time and resources to create great blog content so that content needs to support your business. In fact, blog copywriting is not just about hitting a word count or making content that sounds nice because you need content that attracts the right audience that converts to pay customers.
Let’s look at the difference between blog writing and good copywriting so you can make your blog posts an asset for your business.
What is the difference between blogging and copywriting?
While copywriting and blogging sound like the same thing (and those terms are used interchangeably), these two approaches to content writing have different applications and purposes.
- Blogging is meant to write educational content to help readers solve a problem or answer a question. This content typically focuses on informing, educating, or entertaining to add value to the reader and foster a sense of community.
- Copywriting is designed to persuade and compel the reader towards a specific action, whether purchasing a product, signing up for a newsletter, or booking. Its language is often more sales-oriented and directly tied to a business goal.
Where there can be lots of overlap between the two terms, when looked at in a specific definition you can see how blogging and copywriting at a technical level work together.
Let’s dive into specific aspects to consider between blog writing and copywriting.
Blogging is meant to educate & entertain
Blog writing is the crafting of insightful, educational content designed to inform and engage an audience to help them solve a problem or answer a question.
The power of educational content cannot be overstated because it not only adds value to your readers’ lives but also positions you as a trusted expert in your field.
Blog content is a great way to answer questions to build trust with your readers, and since you answer questions that your audience asks online, you are able to drive qualified leads to your site through search engine optimization (SEO).
Ranking higher in search engine results can help you get more visitors to your site, which can, in turn, lead to more sales.
Keeping the needs of your audience in mind as you write blog posts will help you understand what questions to ask, and you can position your products or services as the perfect solution to address the needs of your audience.
Copywriting is meant to persuade
Copywriting is the art of persuasive writing, a critical component that turns your content into a catalyst for action as your audience reads your educational blog content.
Copywriting fundamentals seek to influence your readers, guiding them towards a specific action- be it purchasing a product, subscribing to a service, or engaging with your brand meaningfully.
While educational content answers questions and builds trust, copywriting leverages this trust to convert your audience, it takes the insights you’ve provided, links them to your offerings, and shows your audience why they should invest in you.
Blog copywriting transforms your content from a source of pure information into a strategic business asset.
Ten quick tips for great blog copywriting
As discussed in the last section, you build a foundation for great content by understanding your audience to build valuable and unique content. Then, you infuse copywriting techniques to build a sense of urgency within your audience to drive sales.
That is the sweet spot of blog copywriting and the ultimate goal of any top copywriter or business owner.
If you struggle with writing,, you may want to consider outsourcing copywriting options for your business.
Now that we have discussed the foundations of good content let’s look at ten tactics you can use to help write great copy for your blog that is educational to your audience and helps support your business goals.
1. Make a compelling headline
The headline of your blog post is the first thing your audience reads, so you need a headline that grabs their attention and piques their curiosity. Not only that, but your headline is important because, according to a recent study by Copyblogger, 80% of readers only read your headline.
A lot of your blog writing success rests on the title you choose, so make sure you spend time to make your headlines as descriptive, relevant, and concise as possible to drive more qualified traffic to your site.
It can be tough to write a great headline, so here are some tips to keep in mind when drafting headlines for your next blog post.
- Use strong action verbs. This will make your headline more interesting and engaging.
- Use numbers. Numbers are attention-grabbing and can help to make your headline more specific.
- Keep it short. The ideal headline is 10-13 words long.
2. Use an organized structure for each blog post
Blog copywriting is unique because you must find a balance between writing content that your human readers and robots can understand.
On the one hand, you need to optimize your blog posts in a way that meets Google’s criteria of great content, but you also need to create content that addresses the needs of your audience.
Organizing content in your blog posts with H2 and H3 headers can help search engines, and people understand your content. Not only is this structure important to help readers understand your content, but according to a study by Semrush, more than 73% of readers scan content before reading.
An organized and clear blog post structure makes your content easier to follow, and this can improve engagement and conversions. Here are a few tips to keep in mind as you structure your blog content to improve readability and help support your business goals.
- Use subheadings to break up text and guide readers through your content.
- Use bullet points or numbered lists for easy-to-digest information.
- Start with an outline to organize your thoughts and ensure a logical flow before you begin writing.
3. Write an engaging introduction
The first few paragraphs of your blog post are essential for a great copy because the first section of your blog post tells the reader if the content is meant for them.
When someone first lands on your blog post, they are not sure if the content is right for them, so you can reassure them that your content is exactly what they are looking for by speaking directly to your reader and outlining what the blog post is about.
The introduction of a blog post hooks the reader and sets the tone for the entire piece. You can use a few tips to entice readers and let them know that they should invest their time in your content:
- Start with a powerful statement or intriguing question to grab attention.
- Briefly hint at what readers will learn or gain from your post.
- Use personal anecdotes or stories to build rapport and inject personality into your content.
4. Keep paragraphs short
One of the most common mistakes people make with blog copywriting is when they make long paragraphs. One of the best copywriting tips I can share is to keep paragraphs shorter than three sentences each.
This is because long paragraphs begin to look like large blocks of text that can be difficult to read. Plus, most of your traffic will likely come from mobile, so you need to think about readability and the user experience when people consume your content on a mobile device.
Along with improved user experience, shorter paragraphs are easier to digest, and this can keep your readers more engaged. Here are some actionable tips that you can use to write short paragraphs:
- Aim for 2-3 sentences per paragraph. This length is usually enough to convey a single idea without overwhelming the reader.
- Break up longer thoughts into multiple paragraphs to maintain readability.
- Use line breaks liberally. White space can provide a visual break for readers, making your content more appealing.
5. Keep your blog copywriting concise
No matter what industry you serve, you should always try to make your blog posts as concise as possible. This doesn’t mean you need to write short blog posts, but your content needs to be to the point.
Writing content that is concise shows your audience that you respect their time. Plus, concise writing delivers your message as efficiently as possible so you can include more thoughts in a single piece than content that is drawn out and hard to follow.
Concise content is a great way to produce better content that drives engagement. Here are some tips to help you write good copy:
- Avoid unnecessary jargon and verbose language (unless required by the topic). Simplicity is key.
- Review your draft and remove any redundant phrases or words.
- Always ask, “Can I say this in fewer words?” If the answer is yes, do so.
6. Include visual elements
I like to include visual elements in my blog posts. These visual elements help me explain a topic in more depth. You can also use visual elements to break up your blog posts.
Adding images and other graphics throughout a blog post helps to make the content more engaging and reduces the chance that your readers will zone out as they read your blog posts.
Here are a few ways that you can use visual elements in your blog posts to increase conversion rates:
- Use relevant images, infographics, or charts to illustrate your points.
- Ensure your visual elements are high-quality and properly formatted for the best user experience.
- Always provide descriptive alt text for your images to improve SEO and accessibility.
7. Use bullet points to improve readability
How you lay out content in each blog post can have a big impact on how easy it is to read your content. One copywriting tip I love to use throughout blog posts is to include bullet point lists to highlight specific information that I want my readers to focus on.
Plus, bullet point lists help break up boring blocks of text. It can be difficult to create a great bullet point list, so here are a few items to keep in mind as you think through information to include in a bullet list for your next blog post:
- Keep your bullet points concise, and only list information that can be expressed in 100 characters or less.
- Bullet points should be consistent, so keep the formatting and visuals of bullet points the same to improve readability.
- Focus on key points that you want to highlight. Bullet points are great for breaking up your content and making specific aspects of a topic stand out in a blog post.
8. Add links to your products and services
One of the best things about blog copywriting is that you can add links to other blog posts or products and services you offer. This may not sound like a lot, but linking to other pages or posts on your site is a powerful tool for SEO and sales.
I always add several links to other blog posts in each blog post I write, and I try to include links to my services to support my sales strategy. Adding links can turn your content into a conversion tool, and here are some ways to use internal links to help educate and persuade your readers:
- Add internal 3-4 links to other blog posts to help search engines and readers move around your website.
- Add 2-3 internal links to each blog post that points to your product or service pages to help readers buy from you.
- Use descriptive anchor text to help readers and search engines understand what your links are for.
9. Make your content personable
People want to buy from people they know, trust, and like. By adding personality to your blog posts, you can help your readers know, trust, and like you. Instead of writing boring content that sounds like a cardboard box wrote it, you can write blog posts that set you apart from the competition.
Some of the best marketing campaigns use copywriting tips to build brand awareness and connect with their audience. Blending personality into blog copywriting is tough, but here are some ways to help you achieve this goal:
- Use a conversational tone and speak directly to your audience.
- Share personal stories or specific examples to help illustrate your main points.
- Use empathy to show your audience that you understand their needs.
10. Use persuasive language
As discussed before, copywriting focuses on moving people through the sales funnel to make a conversion with you. One way to help your audience along this path is by using persuasive language in your blog content.
Persuasive language is essential in copywriting, guiding your readers toward a desired action. Here are a few tips I keep in mind to help me include persuasive language in my blog posts:
- Be clear and concise. People are busy, and they don’t have time to read through a lot of fluff. Get to the point quickly and clearly.
- Be confident. Believe in your product or service and tell your readers you believe in it too. Use strong language and avoid qualifiers like “maybe” or “perhaps.”
- Be persuasive but not pushy. You want to persuade your readers to take action, but you don’t want to be too aggressive. Use a gentle touch and let your readers know that you’re there to help them.
What makes good blog copywriting?
Good blog copywriting is a blend of understanding your audience, delivering educational content, providing a unique perspective, and persuading readers, all while keeping a business-minded focus.
It’s about knowing the needs and questions of your audience so well that you can provide in-depth educational content while also positioning your products or services to guide people to do business with you.
Over the past 15 years, I have tuned my ability to write great content that ranks in search engines by addressing customers’ needs while also writing the story in a way that drives sales for my clients. It can be difficult to find the right person with the skills to produce content at the right rates for website copywriting, so some business owners choose to write their own content.
This is not easy, and if you are trying to write better blog content that drives sales, you need to have a strong understanding of what makes good blog copywriting.
Well, the good news is that we will look at the best copywriting elements you need to have to support your digital marketing efforts.
1. Focus on the needs of your audience
First and foremost, you need to focus on the needs of your audience if you want to write good copy.
Think about it: your content can’t rank in Google without your audience, nor can the content drive sales.
The only way people find you online is if your content meets their needs, and you can’t meet the needs of someone unless you know who they are, the problems they face, and the questions they ask online.
If you want to drive qualified leads to your site through blog posts and content creation, then you need to drill down into specific, detailed needs and questions that your customers have.
The beauty of an audience-centric approach is that you not only boost your SEO by aligning your content with your audience’s search queries, but you can also drives conversions by addressing their specific needs.
When your blog content speaks directly to your audience’s problems and provides expert solutions, you position your business as a trusted authority.
Once you build trust with your audience and show them that you are an expert in the field, you can use copywriting techniques to integrate a call to action (CTAs) to direct your audience to take the following steps with your company and naturally drive sales.
2. Create useful content
Once you understand the needs and questions of your audience, you can begin to write content that is useful for your readers.
You could know the needs of your audience, but if you don’t create helpful content, you won’t be able to gain their trust or drive sales.
As we discussed before, good blog copywriting is both informative and functional.
You need to use different copywriting skills to make content that provides actionable solutions to your audience so you can show that your products or services are valuable for their needs.
Be sure to write great copy that addresses the needs and questions of your audience with helpful content that they can use to solve their problems.
3. Create unique content
As discussed in the previous section, your content must be helpful for your audience. But if you want to produce great content, you will need to make sure your content is unique and personalized to your audience.
Unique content is essential because it is the only way to stand out in the sea of information on the Internet, but also because Google and other search engines will depreciate your content if it is too similar to existing content.
You should also aim to write unique content because it gives you the opportunity to establish your brand’s unique voice and showcase your expertise.
4. Build a sense of urgency
Finally, great content needs to implement copywriting techniques to build a sense of urgency within your audience, prompting them to take action right now.
You need to weave in CTAs and power words to remind your audience that they are reading your unique and useful content for a reason and that they can address their needs by buying your product or service.
Without this urgency, your audience may appreciate your content but not be motivated to purchase your products or services. Sure, your blog post answered a few questions, but you failed to help them take the next step to convert to your site.
What are some blog copywriting formulas that you can use?
Now that we have looked at ten copywriting tips you can use to write great copy, I want to take a minute to talk about how you can use copywriting formulas to make better content in less time.
Instead of sitting at a blank screen, you can use a blog copywriting formula like AIDA, PAS, and FAB to provide a roadmap for presenting your products and services in a persuasive light to drive more sales.
I love using these formulas to structure content in a way that naturally guides the reader through an engaging narrative, from sparking interest to invoking the action.
The AIDA formula stands for Attention, Interest, Desire, and Action. It’s a classic copywriting technique that effectively guides the reader through a process of engagement.
- Attention: The first step in the AIDA model is to get the attention of your target audience. This can be done through a variety of methods, such as using eye-catching headlines, creating interesting visuals, or using humor.
- Interest: Once you have captured your audience’s attention, you must generate interest in your product or service. This can be done by explaining the benefits of your product or service or by telling a story that resonates with your audience.
- Desire: Once you have generated interest, you must create a desire for your product or service. This can be done by highlighting the features and benefits of your product or service or by showing how your product or service can solve a problem that your audience is facing.
- Action: The final step in the AIDA model is to persuade your audience to take action. This can be done by asking them to visit your website, sign up for a free trial, or make a purchase.
This formula ensures your content is not only captivating but also leads readers towards a clear action, making it a powerful tool for compelling blog posts.
Image Source: https://blog.hubspot.com/marketing/aida-model
The PAS formula stands for Problem-Agitate-Solve, and it’s a powerful tool for crafting compelling blog posts.
- Problem: The first step in the PAS formula is to identify the problem that your target audience is facing. This can be done by conducting market research, talking to potential customers, or simply observing your target audience in their natural environment.
- Agitate: Once you have identified the problem, you must agitate it. This means making the problem seem more real and more urgent. You can use vivid language, tell stories, or provide statistics.
- Solve: Finally, you need to solve the problem. This means explaining how your product or service can help your target audience. You can do this by highlighting the features and benefits of your product or service or by providing testimonials from satisfied customers.
This formula works because it mirrors the reader’s thought process, taking them on a journey from recognizing their problem to finding the perfect solution. It’s an empathetic, persuasive approach that drives engagement and conversions.
Image Source: https://swipefile.com/the-problem-agitate-solution-pas-copywriting-formula/
The FAB copywriting formula—Features, Advantages, and Benefits—is a powerful tool for crafting compelling blog content. It’s a structured approach to presenting your products or services, starting with their features, then outlining the advantages of these features, and finally, showcasing the benefits for the customer.
- Features: The first step in the FAB formula is to identify the features of your product or service. This means describing what your product or service does and how it works.
- Advantages: Once you have identified the features of your product or service, you need to explain how those features can benefit your target audience. This means highlighting the ways in which your product or service can make their lives easier, better, or more enjoyable.
- Benefits: Finally, you need to explain how those benefits can impact your target audience’s bottom line. This means highlighting the ways in which your product or service can save them time, money, or stress.
By systematically breaking down your offerings in this way, you make a persuasive case to your readers, leading them to see the value in what you’re offering and compelling them to take action. It’s a proven approach to transforming your blog content into a powerful sales tool.
Image Source: https://marketsplash.com/email-copywriting-formulas/
Get the most out of your blog copywriting today!
Throughout this blog post, we looked at how blogging and copywriting differ and how you can combine these two approaches to help drive qualified traffic to your site and boost conversions.
Then we talked about the foundations of good copy and then looked at ten copywriting tips that you can use to build content that supports your marketing strategy. We also looked at three of my favorite blog writing formulas that you can use to write better content that speaks to the needs of your audience and encourages them to engage with your brand.
Ready to elevate your blog content? At StrategyBeam, we’re experts in planning, writing, and optimizing blog copywriting that gets found in search engines and drives sales. Don’t just create content—create a strategy that works.
Let’s make your blog a powerhouse of engagement and conversion. Contact us today and let’s take your blog copywriting to new heights!
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