How to Write a Blog Post that Converts

Here’s how to increase blog conversions...

Many companies balk at the idea of investing in a blog. Unfortunately, blog posts are no longer optional for any business that wants an online presence. So, how do you write a blog post that converts?

As you’re trying to plan out your blog, here are a few things to keep in mind.

Define what a conversion means to you

A conversion, loosely defined, is an action taken by a buyer (or potential buyer). Other than purchases, the most common example is a form submission (such as the contact us form). A conversion could also be a click on the Call-To-Action (CTA) button or a resource download. A conversion can be whatever you need it to be- so long as it involves an action taken by your website visitors.

Step one should be deciding what action you’re hoping the audience will take. Do you want them to spend more time on your website? Do you want them to continue reading your blog? Do you want them to download a resource? Do you want them to check out your products or services?

Once you decide the action you want them to take, you can plan the blog accordingly.

Seed Keywords for SEO

Before you invest in blogging, whether it be time or money, you should have your keyword list at the ready. The primary function of blogs is to drive traffic via Search Engine Optimization (SEO), and keyword lists are the foundation of your SEO.

Use a tool such as SEMRush and spend some time building your keyword list. Ideally, you should have a list of your top 10 keywords, and a list of 50-100 extended keywords.

Use your top 10 keywords, and some of your extended keywords, to put together an editorial calendar for your blog posts. Two to four blogs a month is an ideal minimum, but the more content, the better.

Then, as you’re writing your blog post, choose 3-5 keywords to focus on. Work these keywords in naturally through the article. If you need help, consider reaching out to a digital marketing agency that specializes in high-performing content.

Know Your Audience & Address Their Pain Points

Before you start writing, it’s important to know your audience. What is your target market? If you haven’t yet, put together 2-4 personas of your ideal buyer. Then choose one of your personas to target before you start writing.

For example, if your company sells men’s shaving products, you will likely be talking to men. Choose a persona that is male and likely to stay clean shaven. Next, choose a pain point- something that the persona has trouble with.

This persona- a man who shaves- has probably struggled with razor burn at some point. He might appreciate a blog topic about how to avoid razor burn. However, ‘razor burn’ isn’t specific enough to your audience.You’ll want to avoid being general. Eventually, you might settle on How to Avoid Razor Burn While Shaving Your Face. Run your title through a headline analyzer (such as this one from CoSchedule) to see how it ranks.

And for your conversion at the bottom? Perhaps an exclusive offer for a free sample of your company’s shaving cream.

Conclusion

Writing a blog can seem like a daunting task. However, when it’s done well, you’ll see great results. To write a great blog that converts, start by deciding what ‘conversion’ means to you. Seed your blog article with relevant keywords. Decide who you’re writing for and write something that addresses a pain point. Finally, end it all with a plug for your company or an exclusive offer. If you follow these best practices, you’re sure to see great results.