Writing a blog post is not enough for its success. Sometimes you may feel discouraged by the lack of response to one of your posts. The topic is interesting, you've put all your brainpower into it, yet the audience isn't following. So how do you encourage readers to engage with your content? It might come down to a few details...
Writing for the web is about structure
First detail (and it's a big one!): structure your content. Start with a title, then write a lead which is a summary of your article where you present the main idea. Finally comes the body of the article where you elaborate on your idea, ideally structuring each argument into sub-sections.
The advantage of such structuring is that it allows for a progressive and clear approach to your argumentation.
On this note, ensure that the title and lead are explicit. Engaging in teasing and not getting to the point quickly enough risks the visitor leaving the page without finishing the reading.
Present one idea at a time
To deliver an effective message, it must also be easy to grasp, so the message you want to convey is easily understood. In this perspective, stick to one idea per article. If you want to address three ideas, even if they are related, write three articles with links between them. Presenting multiple ideas within a single article can cause confusion, and you risk losing your reader who might not see where you're heading.
Addressing one idea per article allows for easier writing and ensures a more comfortable reading experience for your audience.
Optimize the layout of your blog posts
If you want to be read, the form will matter as much as the content. Therefore, you must work on the layout of your content as much as its arguments. Basic layout involves structuring your content with main headings to punctuate the major steps of your argumentation. Then, within each argument, bold the key concepts. This will make reading easier and have a positive impact on your natural referencing.
A successful article's layout will allow for a quicker and more user-friendly approach to your message.
Enhance your articles with visuals
Images can be an additional way to convey your message. Integrating one or more visuals into your blog articles gives a more graphic and appealing look to your pages and allows you to convey emotions that you might find difficult to express with words. Moreover, within your text, the image serves as a "rest area" for the reader's eye.
Incorporating visuals into your articles allows you to convey your message through another communication channel while also making your layout more breathable.
Open your blog post to discussion
Evergreen blog posts are those that comments give a second life to. For this, your article must have an identifiable stance and allow readers to comment. The responses you receive from your readers will provide feedback on your post and potentially allow you to delve deeper into certain points. Finally, if you notice that the comments on a post lead to new arguments, it's up to you to write a new post following up on the first.
Comments thus keep your articles alive once published and give you new ideas for writing more.
copyright photo: Smithsonian Institution Archives