One of the major advantages with a blog is that it’s so easy to add content to it. Paradoxically, one of the major disadvantages with a blog is that it’s so easy to add content to it. Everybody can have their own blog and put their articles ‘out there’ on the Web. But, let’s face it – not every blog post is worth reading.
One of the faults I see time and time again, is blog posts that cover several subjects at the one time.
People Start with One Subject, and Continue onto the Next, and the Next and the Next
You have probably already seen, or even read, blog posts that seem to start at one end, and then wriggle their way towards the other end through many different channels. More often than not, you’ll get lost on the way, and may even stop reading.
You’ll probably wonder what the purpose was behind this blog post. The headline promised you one thing, but the article spoke about so many other different subjects that you became totally confused. This makes for really bad reading, and the chances of you going back to that blog again at a later date are very low indeed. Don’t let this happen to your blog posts.
You should ask yourself one important question when you read through your post, after you’ve finished writing it. The question is:
Does this Copy Relate to the Headline?
If you start with your headline before writing your blog post, there’s a much better chance for you to stay focused. Especially when you become more experienced.
Always keep your headline present in the front of your mind as you write along, so that you do not forget the purpose and theme of this particular blog post. When you’re finished, read through your article again and, for every line and every paragraph, ask yourself the question: “Does this writing relate to my headline?” If not, you can either delete or re-phrase it, to make it fit the required parameters.
Use a Narrow (Targeted) Headline Rather than a Broad (General) One
I’m not talking about the length of the headline here, but the subject. Instead of choosing a general subject like “How to Train Your Dog to be Well-Behaved”, you should choose a much narrower subject such as “How to Stop Your Dog from Barking Every Time the Neighbor comes Home”.
Why? Because writing under the first general headline would make at least enough copy to fill one book, if you covered every aspect that it entailed, whilst the latter would be fine for a single blog post. A narrow headline will help you stay focused on only one particular subject.
Another advantage is that you’ll acquire more targeted traffic from the search engines. Whether you’re using your blog to make money from ads, or you’re actually selling something from it, a targeted audience is preferred over the casual reader.
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