What is a copywriting blog and how to write the perfect blog post?
Only eight seconds is the average human attention span today. What do you notice in these eight seconds?
The question is, how to show the reader that the words and message you share are worth it in those first eight seconds?
Gaining attention fast is crucial for every mode of communication. But in writing, one of the primary ways we communicate, it’s a requirement.
One of the essential elements of effective marketing is a copywriting blog. Copywriting or creative writing refers to writing content for advertisements. Copywriting is the art of strategically composing a text to encourage users to act and buy a product or service. It is an essential part of the website design process.
In this article, we will share our knowledge, experience and guide you through 11 valuable tips for writing compelling copywriting blog posts.
How do people read on screens?
People don’t read on screen the way they do it on paper.
People skim, search and scan. What does it mean? We have to make content more skimmable, searchable, and scannable so that people can get our message.
On the other hand, this also means that we have to stop writing for the web as we write for the annual report or a short story because people don’t read that way on screen.
According to Statista, over the 13 years, the attention span of humans has significantly decreased. It went down from 12 to only 8 seconds, which is one second less than a goldfish.
Our collective global attention span is narrowing because of the abundance of information presented to us. It is almost a virtue to catch people’s attention nowadays. Because of this sea of information, we can only focus on each new “trend” for a short time.
Every 60 seconds: What happens on the Internet in real-time?
- more than 4.45 billion users on the Internet
- 3.8 million searches on Google
- 380 websites created
- 400 new Facebook users
- 41.6 million messages sent via Facebook Messenger and WhatsApp
- 87,500 tweets on Twitter
- 100 hours of new video material uploaded on YouTube
Since the human attention span is pretty short, and there are countless more reasons for our audience not to notice us, making content more visible and attractive is the ultimate key to stand out from the crowd.
How do you write quality content for a copywriting blog?
Before you start writing any content, the first step is to research the topic you are dealing with and set your central thesis – what do you want to say and achieve with the content or copy?
To get readers’ notice and honor their time, you’ll need to be concise.
Let’s dive deeper and find out what the content on your page should look like to be successful. Here are our 11 useful tips for writing a compelling copywriting blog:
An introduction doesn’t have to be too long, but it has to draw people into the content. You don’t need to say everything in that first paragraph. The goal is to give the reader a clear idea of the topic you are writing about and inspire them to keep reading.
Pro tip: Use your keyword in the introduction. This way, your readers and search engines will easily find your content.
02. Start with the most relevant information
The most important information goes at the top of the page so that people don’t miss it. Give value to your readers. Research the topic for them and give them relevant information that will keep them interested in the content. In most cases, people are reading marketing blogs because they’re looking for information, searching for a product to purchase, or trying to solve a problem. It’s your job to give them what they want.
03. Get straight to the point – send concrete messages
Concrete messages are immune to user confusion. The goal is to make it as easy as possible for people to understand your message. The way you share your message tells people how to respond to it. Storytelling is a natural communication resource that we have as human beings. Tell a story to your users so they can see things from your point of view.
Pro tip: Don’t make a claim. And never encourage users to argue with you.
04. Think about the literacy level of your average reader
Literacy level is something we should pay more attention to. According to the American Press Institute research, in sentences with 8 words or less, readers understand 100% of the information. For sentences that are 14 words long, readers understand 90%. And for sentences that have 43 words or longer, comprehension is less than 10%.
Another research shows that 50% of American adults cannot comprehend books written above 8th-grade level. If your copy is above 8th-grade reading level, it is most surely that some people won’t be able to read it, no matter how good your content is. Also, even the people who can read it have poor comprehension of it.
Pro tip: If your grandma understands what you wrote for the client, everyone will appreciate and understand it as well!
05. Add scannability
It is not always how we write, it’s the way we present it.
Use headlines and subheadlines in bigger fonts, numbered and bulleted lists to navigate your reader. Make things big enough, clear, and scannable because people are unlikely to waste their time to zoom, pinch and scroll.
Pro tip: Get creative and use videos, pull quotes.
06. Write in shorter sentences and paragraphs
Always count your words, cut the text and use page structure.
Make your web copy more readable. A shorter copy is easier to scan and read but also has more energy. Try to shorten your sentences whenever possible to keep your copy clear, more understandable, and easier to scan.
Quick ways to simplify your copy:
- Cut “to be” verbs (example: “The program is designed to aim designers.” becomes “The program aims to designers.”)
- Eliminate prepositions when possible. (for, in, into, off, about, etc.)
- Use the active, instead of a passive voice
- Cut filler phrases (“It is important to say”, “One can easily see”, etc.)
Pro tip: Don’t always follow a strict length for sentences. Your writing should have a mix of short, medium, long, clear, and understandable sentences.
07. Research the keywords
Explore keywords. You can use tools like Ahrefs or just go to Google search. When readers search the Internet for content, they do so using a series of keywords. Think about what they are and use them to better position yourself on the Google search engine. Check and analyze existing articles and search for questions people asked on Google (this is the section “people also ask”).
Pro tip: For your target keyword, try to analyze the top 10 results on Google.
08. Write in your audience’s language
Keep it friendly. It has to be like a part of the conversation, and your audience needs to feel the connection. Keep your copy warm and make it as exciting and welcoming as possible for your readers. Improve your UX copywriting to make your customers’ life easier and provide a better user experience of your copywriting blog and website in general.
09. Use images to illustrate your point
Provide a visual break for your readers and include images.
Writing copy for websites isn’t just about writing. It’s also about learning to use visual content. Because of a short attention span, people often get exhausted by reading dense bricks of text. Adding relevant visuals throughout the content can help break it up and make it more approachable for readers.
10. Create something unexpected
To stick in your readers’ minds, the content you write has to be exciting and surprising. You have to seize their attention and do something a little unusual to grab the attention and convert it into interest. There is actually no unique formula to this, but a great example is local news commercials.
The way you can create unexpected engagement with your users is to create a mystery for them and then solve and complete that mystery. Humans love to have a resolution. We are designed in the way that we got to know how something ends.
11. Call To Action
A Call to Action (CTA) is a statement designed to get an immediate response from the person reading or hearing it. In other words, it’s a phrase used to tell the user or consumer precisely what action to take and how to take it. For example, to buy your product or use your service.
Make yourself a better blogger
Let’s be honest. People won’t read every word you write. But make sure that everything you write is worth reading and people will appreciate it.
With quality copywriting blog content, you will attract new customers and improve the optimization of your website. Be consistent with your writing style and publishing frequency. The style of writing will make you recognizable, and the frequency of publishing will create a habit in your loyal readers.
We hope this article will help you awaken your creativity and encourage you to hone your writing skills. Still in need of an excellent web copy of any kind? Trust a pro team. Feel free to contact us for any additional questions because we believe that what goes around comes around. And good, quality content attracts good clients.