How to Write Marketing Blogs Your Clients Will Actually Read



So you’re wondering how to write marketing blogs that your target clients would read? Well, they say “Don’t judge a book by its cover.”

Bad advice.

In The Book Smugglers survey, nearly 80 percent of respondents said that they made buying decisions based on book covers.

Your blog has “book covers” too.

The Book covers here would be the reasons why your clients buy into the blog. Let’s find out.

Craft Magnetic Titles

Headlines can make or break a content. In fact, 80 percent of readers decide whether to read an article on not just by the title of the piece. Traffic to your blog would vary by as much as 500 percent based on article headings alone.

Image credit: Moz

In short, the Pareto principle for your blog would rest with the headlines. Get them right, and almost everything else would go well.

Use Proven Content Types

Use scientifically proven content formats and methods to engage your audience if how to write marketing blogs feels like a mystery. As an example, listicles resonate with readers. Specifically, research showed that people are more comfortable reading listicles that end in zeroes (i.e., lists of 10, 20, 30, and so on) than they are reading those that end in other digits.

Image Credit: HubSpot

Other content formats that tend to resonate with readers include:

  1. How-to Guides,
  2. Beginner Guides,
  3. Ultimate Guides,
  4. Interviews and feature stories,
  5. Product reviews,
  6. FAQs and Myth-debunking,
  7. Industry trends,
  8. Interactive graphs, infographics, and videos,
  9. Original research pieces, and
  10. Best-of and Roundups

All these content types have proven to be effective. However, just like anything else, some are more effective than others. Infographics are one of the most effective content types.

Of all content types targeting B2B audiences, infographics grew the most in use between 2015 to 2016, going from 50 percent to 58 percent in that time. In 2016, Unbounce reported that the demand for infographics grew by 800 percent.

Infographics get 300 percent more shares than other forms of content on social media. Visual content resonates better with audiences.

We remember only 10 percent of the messages we hear, but we retain up to 65 percent of that information if it has a relevant image. In 2016, more than half of all B2B marketers prioritize visual content.

In another report, people following a guide with visual illustrations performed more than 300 percent better than those with plain guides. In short, a picture is worth a thousand words (or more). If you’re wondering how to write marketing blogs that your clients would love, think visual!

Create Content They Care About

Yes, visual content and infographics will help, but they do NOT replace the actual content. Your audiences haven’t come to see an infographic. They’ve come for weightier reasons.

Don’t confuse your content type (infographics, video, listicles, guides, etc.) for the actual content. The design is NOT the substance. You may choose to address a topic using an infographic because it’ll create more engagement, but remember that this is about discussing the subject, not creating infographics.

I have outlines some ingredients that’d help you create content that your clients would read:

  1. Develop a user persona. Understand your readers’ needs, desires, aspirations, beliefs, and pains. 
  2. Offer a fresh angle on an existing issue. Research the top ranking articles on that topic and then find a missing angle to exploit. If it’s a saturated topic, you may consider bringing all the best ideas on the subject into one post.

    A simple Google search on your topic would show you what posts are ranking well. You can also use Buzzsumo to get a feel of what articles are getting the most shares on that keyword.
  3. Listen to your audience using social media. If you’re thinking of how to write marketing blogs to engage your readers, read up comments on popular posts they consume. Use Reddit and Quora to get a feel of what’s getting upvoted on the subject. Use Q&A sites like Yahoo Answers and the like to see what questions people are asking. 
  4. Follow your industry news and watch out for social media reactions to the story.

Provide them with Tools and Tips for Action

You probably already know it. It’s no good offering information without means to act on them. Give your audiences tools to turn your advice into deeds. Give them:

  1. Worksheets
  2. Checklists
  3. Case studies
  4. Software (your own or refer them to someone else’s)
  5. Events
  6. Products

As a marketer, you could offer marketing tools around site analytics (like Semrush), social media tools (in the style of Buffer, Buzzsumo, or Sumo), audience tracking tools (like Google Analytics), and other helpful tools.

If you can’t create a tool, provide a thorough guide or walkthrough video for your readers on how to use relevant third party tools.

Now You Know How to Write Marketing Blogs

No matter your decision on how to write marketing blogs that resonate with your clients, craft titles that hook them in. Of course, you can’t do that without understanding who they are, using content formats that they resonate with them, and offering them the solutions that they seek. And don’t forget to give them tools to use.