Blogging for Business: How to Write a Powerful Article for Your Business
Melody, Copywriter, GENIA
31 March 2020
Capture your audience’s attention
I’ve never seen myself as a good writer, or even a writer. I was never particularly good at English compositions or GP essays. The first time that I found out I was mildly interested in writing was when I won the writing competition as a Recruit in my BMTC cohort. Basic Military Training was coming to an end and we were asked to write about our most memorable moment. I wrote about the night in my shell scrape during our one-week field camp. I had just received my A level results, and did not meet the academic conditions of the scholarship that was offered to me; but I decided to continue serving the Army anyway. I remember quietly sobbing in my shell scrape, as the moon shone down on our weary faces, feeling like an utter disappointment and unsure if I had made the right decision. But I also remember turning to my left and right, seeing my buddies around me, and thinking that this was so-damn-worth-it. Somehow, my story moved Commander BMTC, and I ended up reading it on the podium in front of three schools of Recruits. From then on, I started writing diligently, growing my blog audience from a meagre 200 a month to more than 5,000 today – not bad I would say, considering that I write for leisure and do not publicize it.
You have read till this point because you wanted to know how my story played out. And this is one of the best ways to capture someone’s attention – story-telling. People can relate to stories. It provides a human touch to things, rather than listing out the facts and figures.
But of course, no one would read your story if they don’t even click into your article. That is why you need a good headline. You are probably reading this article because you want to learn how to write. I caught your attention with my headline. There is nothing fancy about it. All I had to do was to know my audience – people who have a product or service that they believe in and want to know how to sell it with words. And this is what makes an effective headline: know what your audience want and tell them that it is what you are providing.
Fortunately for the non-writers, capturing the audience’s attention is as much a science as it is an art. No one will click into your article if they don’t even see it. Therefore, the very first step is to actually make it appear at the top of your audience’s Google search. How do you do that? Keywords. I write whatever I want on my blog, as it is a space for me to express myself freely and I frankly don’t care who reads it. But a business article is different. To beat your competitors in the game, you have to know what your audience are typing into their Google search bars, and use those words in your article so that Google will suggest it as the most relevant one. There are resources out there to find out what these keywords are, such as Neilpatel’s Ubersuggest.
Show that you’re the expert
Once you’ve won the battle in capturing your audience’s attention, the next step is to convince them why you they should be trusting you. And the answer is simple: you are the expert. You have spent years studying the market, you know what your audience need and you have come up with the best product or service to meet their needs. How do you do that? You write with confidence. Thus far, I’ve written as though I’ve had years of experience in writing (which I do) and have found out the secret to writing a successful article. If you want to convince your audience to buy your product, don’t be shy in flaunting your experience and knowledge of the industry. A good way to do that is to impart knowledge to your audience, with the rule “new is always better”.
New is always better
In How I Met Your Mother, Barney Stinson swore by the rule that “new is always better”. While the context is different, the same principle applies here. Nothing piques a person’s interest more than something that they have never seen or heard of before. This where the content of your article has to be refreshing. I could have written about how important articles are in helping you reach out to your audience. But you already know that and that is why you are here. What you might not know is how to write one, and that is why I am here to fill that gap. Remember, new is always better. Think of what your audience might not know and take the opportunity to educate them while bolstering your credibility as expert in the field.
It’s a game of persuasion
However, at the end of the day, your article is futile if it doesn’t persuade your audience to utilise your product or service. Writing a business article is akin to writing a thesis, except that the thesis statement is now: buy my product. Every word that you write should contribute to your thesis statement. When you educate your audience with new information, you are telling them that you are at the forefront of your industry. When you share your story, you are telling them the years of experience that you have had in building your product. When you put statistics out there, you are showing them how credible you are. Everything should point towards why out of the many businesses out there, yours is the best. And I hope I have done so with these thousand words of mine.
GENIA is a leading SEO company in Singapore that strives to help SMEs maximise their audience reach on search engines. One of the most effective ways to do so is to write an engaging article that would appear at the top of your audience’s Google search. If you are looking for SEO copywriting services, GENIA is happy to announce that we are now providing such services.
For many small business owners, getting started on social media can be a little daunting, especially when you are boot-strapped or face lack of manpower and time. However, it does not have to cost very much to grow your business on social media such as LinkedIn.
Here are 15 ways on how small businesses can grow their connections organically on LinkedIn.
- Define your purpose.
Identify at which stage of your marketing funnel you want your business to focus on and set goals to reach them. Is it to build awareness of your business, garner more engagement or convert people to transact with you? Knowing your business goal will help you work on a strategic social media strategy that will produce successful outcomes at every stage of the funnel.
- Build a LinkedIn business page.
According to Forbes, only 57% of companies have business pages. The remaining 43% are missing out on a free opportunity to generate leads, talent, and, ultimately, revenue. A business page allows you to post content, advertise your solutions and how it can alleviate your target audience’s pain points. While building your own LinkedIn personal page is important, a business page allows you to focus on providing value-added information that your customers can relate to.
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