How to Write an Engaging Blog Post
by Mica Olinghouse
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Just like books, blogs come in a variety of shapes and sizes. Some convey deep thoughts and emotions while others appeal to our intellect or interests. Some are profound and well articulated, others are short and snappy, and some…well, there are some that probably should have been sent to an editor’s desk before being posted.
Because blogs vary by style and length due to their nature and intention, there is no specific industry handbook or style guide that determines a proper blog post. Some industry leaders feel that a short blog of 300 words or less is most impactful while other professional resources believe that longer, deeper posts generate more leads in the long run. Although blogging has been around for a few years now, the technology governing online reading is constantly changing, which causes blog writing to constantly adapt and change right along with it.
Depending on the specific need and purpose for your blog, the length of your post, its style and its format, your blog will need to be cultivated and evaluated by your own set of criteria. Are you blogging to disciple church members, reach the lost, grow a business? Chances are your purpose in posting that article will be different from that of your colleagues.
Just as your voice is unique to your person, your individual writing style and purpose will be one-of-a-kind. However, uniqueness and pursuit of purpose are no excuses for laziness. No matter how beautiful your intention is, if your blog is presented half-heartedly with little attention to grammar, basic style guides, and proper formatting, you’ll lose your readers every single time.
To help you maintain an excellent writing standard, I have five quick guidelines that will strengthen your impact and grow your audience. By following these general industry practices, not only will you improve as a writer, but your blog will also fulfill its intended purpose with each and every post.
1. HOOK WITH CATCHY TITLES
Most of us know that titles are a critical part in attracting readers. Books with boring titles sit on the shelf. Newspapers with bland headlines don’t sell. And blogs without engaging titles will die long, suffering deaths on the world wide web.
Because blog writing is an online writing style, the general rule of thumb is to keep your titles short and powerful. Avoid clunky headlines, dull clichés, and ostentatious words. Keep it simple, clear, and catchy.
One way to write engaging blog titles is to think in terms of "how to" articles, because many blogs fall into that category of writing. Take this blog for example—How to Write an Engaging Blog Post. These seven words tell my audience they will learn how to do something by reading this article. Its purpose is instructional, and it conveys its purpose in a straightforward manner.
Another popular title format is numbering the points within the blog itself. For example: 7 Keys to Better Writing, 5 Lessons from David, 3 Ways to Grow in Christlikeness. This kind of title reveals to readers the exact number of points they’re going to learn in this particular lesson. And it makes skimming in a hurry easy to do!
There are a variety of other ways you can convey the point of your post with a catchy title. Just use your imagination and include bright verbs, active gerunds, purposeful adverbs, colorful adjectives, and memorable phrases. Have fun creating!
Word of caution: Whatever you do, don’t use click bait. No one likes it when spammy news articles use outrageous titles to garner attention. They shouldn’t stoop to such poor standards of writing to grow a following—and neither should you! Be honest in your approach, don’t oversell, and don’t try to shock your audience into reading. If you can’t attract them without the exaggerated shock factor, your blog post probably isn’t worth posting.
2. PULL IN WITH A POWERFUL INTRO
After you’ve created a catchy title, next you must pull your readers into the blog post with a powerful introduction. Just like in print writing, powerful intros are the bait that reel your little readers into the concept being presented. Forgo an interesting intro, and you’ll lose your reader within seconds.
Depending on the desired blog length, intros can be either short or long. Some posts introduce their material in just one paragraph, others may take up to three or five. It just depends on your approach, your narrative style, and your time considerations.
In writing my business blog posts, I prefer establishing common ground with my audience by relating the blog topic to something they’re used to. For example, in this post, I came from the angle of book writing--we are all familiar with reading books, but some of my clients are less familiar with blog writing. We immediately established a rapport with the introductory phrase “Just like books,” and launched into our topic from there.
Other options for powerful blog post introductions are telling a story, presenting a problem, or answering a question. In devotional writing, beginning with a scripture is a common practice. Whatever route you choose, be sure to use those few precious lines to connect with your audience and pull them into the body of your copy. Remember: Connect, Engage, Pull.
3. RETAIN WITH PARALLEL SUBHEADS
In order to retain your audience's attention, make sure your post contains clear points and easy-to-read subheads. For instructional posts, the practice of organizing copy into subheads is fairly easy. Simply pare down your points, and set them as subheads in larger or bolder font above that portion of text. If your writing is more inspirational, you’ll still need to create subheads within the body of the text. This organizational practice will keep your writing flowing clearly to a final point, even if it’s more abstract than an instructional post.
To create strong subheads, you will need to keep your structure parallel and symmetrical. You can use verb phrases, numbers, sentences, or even just one word, but all of your points must maintain the same style. If you change your subhead format within the same post, you’ll confuse your readers. Simply pick a style and stick with it.
For example, each subhead in this post follows the same format: Verb followed with a prepositional phrase. I could have created sentences with each subhead or used a simple noun, but I prefer the flow of verb phrases. They’re strong, engaging, and punchy! And they keep readers moving along with me to the end.
4. WOW WITH A CONCLUSION
Just like in print, strong writing always ends with a careful conclusion. I can’t tell you how many blog posts I’ve read that just left the readers hanging. Would you invite someone over to your house, make them coffee, talk with them on the couch, and then just jump up and leave the room without an explanation? Of course not! But that’s what writers do to their audience when they fail to wrap up their post with a proper conclusion. So please, be polite and walk me to the door. Say goodbye and see you later!
Of course, there are a myriad of ways to carefully close out a post. However you bid farewell to your readers, include at least one strong paragraph at the end that sums up or confirms your points, refers back to the original precept or narrative, and flows outward to action. If you’ll remember those three points, you’ll leave your readers satisfied and happy to return again.
5. EXCEED EXPECTATIONS WITH EXCELLENCE
Finally, if you want to exceed your readers' expectations, be excellent. Write your very best. Be thorough with your research and skilled in your knowledge. Present your points or thoughts in a clear, organized manner. Don’t use your online platform to spit up all your emotional angst on your audience. Instead, carefully construct your thoughts or arguments in a kind, well thought-out manner. Be original in your voice, excellent in your presentation, and clear in your message. If you go above and beyond what’s expected, not only will your readers love your words, but they’ll respect you as a writer as well.
Next time you prepare a blog post, apply these simple five guidelines to your article. If you’ll take time to create the right title, craft a powerful intro, organize your points, wrap up with a conclusion, and aim for excellence, you’ll mature as a writer and impact all who read you.
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