Winning blog posts all have similar qualities. Whether the topic matter is logistics, best family vacations or parenting matters – winning blog posts all rely on these qualities to make people stand up and pay attention.
You can have all the blog post ideas and tales in the world, but if your posts don’t connect with anyone then why bother? If a tree falls in the forest and nobody hears it, then did it still fall? If a blog post is written and nobody shares it, was it still useful? Let’s take a look at winning blog posts and why they resonate.
Recently someone asked me during a casual conversation what are the most important qualities of a blog post. I came up with three qualities immediately and then asked some fellow content marketing experts what they thought and whether they could add any ideas to what I had already come up with and shares.
What are 6 Vital Qualities of Winning Blog Posts?
So, you have a blog for your business, or perhaps for personal use. You set it up and are ready to roll it out, but for the writing part.
Where to start?
How often should I write?
Can I hire someone else to do all the writing for me?
Perhaps you think: I am not the world’s best at spelling. Does that even matter?
Answer: YES, always. That’s one of the most important qualities of all winning blog posts.
DO NOT Compromise on these Vital Aspects of Blog Writing:
- Consistency
- Accuracy
- Voice
- Tone
- Authority
- Relatability
Consistency:
It is imperative that you train your readers to anticipate each new missive. When building an audience, consistency is key. In fact, I’d rank this one as my top two most vital aspects of winning blog posts.
Write once a week or three times a week. Either way, you are showing readers consistency. So decide up front what you can commit to and then deliver. Readers of my main site Thrifty Mommas Tips know to anticipate 2-3 blog posts a week minimum. They know that Tuesdays are travel related always. They know that giveaways typically come on Mondays or Wednesdays and in between there will be health or parenting content. For years I wrote five days a week. Instagram has changed that frequency. Now the consistency matters, but it matters most on Instagram.
Same rules apply to Instagram and Instagram stories. Train readers to know when to expect your updates, posts and stories.
Accuracy:
If spelling and grammar are not your thing, then you need to hire someone to help you with that vital aspect of swimming blog posts. There’s nothing worse than a blog post riddled with spelling and grammar errors. Actually same can be said of Instagram and all social media content. Spelling mistakes on twitter are forever. On blog posts, and other content, spelling errors can be corrected, but make no mistake people notice errors.
As a brand it is your responsibility to get it right. PERIOD. Full stop.
Next Up – anatomy of a successful blog post
Voice:
When I started this blog I wrote a post about finding your voice. Voice is vital to all good writing. Winning blog posts are no exception to that rule. I have been writing for 25 years professionally and getting paid to do so. My voice has been shaped over a lifetime.
Some people have a strong writing voice quickly and without much effort. Others need to work at it. How do you find your voice in written content. You can’t skip this step – write. Write. Write and then write some more. Rip it up and throw it out. Hit delete. Make mistakes. Throw them out, but first examine why something works and how it works.
How can you find your voice? Pay close attention to that little voice in your head. You know the one I mean, right? Do you have a running commentary always going on in your head. Perhaps that’s your writing voice as well. Winning blog posts have a strong voice and finding yours may take years.
Here’s a post I wrote years ago about finding your voice as a writer.
Some Examples of Voice:
Voice – Check this travel post on the Eastern State Penitentiary for voice – > It is one of my most popular travel posts on Thrifty Mommas Tips. Also see this post – > on CBC.ca where I also write periodically.
Tone:
Voice and tone are very closely related and both are related to style and experience too. You need both as a content creator. The wrong tone can throw readers off quickly.
So, here’s an example of tone that works often for me when creating content for my monthly column at Neighbours of Oakridge and Hunt Club magazine. Direct address. Start with the YOU or the Picture Yourself Here descriptive starters. The tone I want to strike in those pieces is a conversational one that is not formal.
I love this style/tone and use it often because it helps the reader to envision themselves in the actual story or the content. Tone has to suit the topic matter of course, so find an authoritative tone and voice when communicating something technical about your business or locate a conversational tone when talking about parenting matters in which you are looking to build audience and establish your authority.
For business related content a more formal voice and tone is required. For technical content a more formal tone also is typical. Here’s a writer’s resource I like from Purdue that also discusses tone in business writing.
Good Writers Practice and Play
There’s room to play around with both tone and voice. Winning blog posts aren’t always built in a day.
Authority:
When you are first starting out, you need to establish why you are the authority on a topic. So, tell your audience right on the home page of your site why you are the one they should trust. Establish social proof or testimonials describing why you are an authority.
Social Proof and Testimonials:
I have been writing for over 25 years professionally. Here are my publication credits: Today’s Parent, Canadian Family, Marketing Magazine, Food, Wine and Travel magazine, CBC.ca, The Globe and Mail, London Free Press, Toronto Sun, The Record, Yummy Mummy Club, trivago.ca, Better Farming, Farms.com and so many more…
Retaining trust and authority is an entirely different topic for another day. Don’t squander or betray the trust your audience puts in you by endorsing something you don’t believe in. Keep your authority in tact. I will deal with that before the end of this year.
If you are on LinkedIn you can use it to establish and build authority.
Relatability:
A good friend reminded me of this one recently. Relatability is vital in all good writing. But that said, not everyone is going to relate to every single piece of writing that you share or publish. Make your content relatable for your audience. For instance, a post on a stay at the most exclusive 5 star resort in Bali is relatable for your audience if they are all wealthy.
Over on my lifestyle site, Thrifty Mommas Tips, I frequently write about the various road blocks encountered when raising teen girls. That’s often very relatable because many of my readers have kids that are the same age and they struggle with the same issues.
Winning blog posts should be relatable.
What are some common issues you have encountered when trying to build your winning blog posts? I can help.
HIRE ME NOW:
Looking for social media management or consulting on your communications project? That’s where I come in. Email inkscrblr@rogers.com.
Let’s work together soon to find a plan for you.