This is a guest post by Zeke Camusio of The Outsourcing Company.

If you are under the misconception that blogging is about YOU, step back and think about what it actually takes to create a successful blog. Let go of your ego and think of blogs as powerful marketing tools that can either make or break you.

If you blog on behalf of your company, remember to always present your writing in a professional manner. Your content represents your company, so think before you write.

The following tips will put your blog on top of search engines and keep your readers coming back for more!

Who is Your Audience?
It doesn’t make sense to write a blog first and then figure out who your readers are AFTER you create the blog. Decide who you want to attract and who will benefit from the information.

Research your target customers/clients and appeal to both primary and secondary audiences. For example, your primary audience targets real estate agents and your secondary audience could be mortgage brokers searching for real estate information.

What Information Do Readers Want and Need?
Once you identify your readers, research what they want and need. Don’t take the generic approach to content writing – think niche.

Search for keywords to find hot topics associated with your audience, and break them down into three keyword categories. For example, you own a sporting goods store and your specialty niche is running shoes and apparel.

  • Broad Categories– Running shoes and running apparel
  • Specific Desires – Asics GT-2140 and Nike Dri-Fit Ribbed Tank
  • Immediate Concerns – cushioned stability on dirt trails; Dri-Fit keeps runners cooler during marathons

SEO Trick: By searching for the needs and wants of your audience, you find popular keywords associated with them. Use those same keywords in your blog content – this will send targeted traffic to your blog.

Reel in Your Audience with a Catchy Headline
So you figured out your audience and blog topics, it’s time for the next step. How can you impress your readers? With the headline, of course! 

You need attention-grabbing “WOW” headlines to reel in readers.  Boring headlines tell a reader “Beware of Boring Content Ahead!” Stick with catchy headlines that make your audiences want to read more! Think of your headline as a teaser – what’s in store for your reader.

Great Content Wins Every Time
You’ve focused in on your audience and created a catchy headline, but to keep their attention you need great content. Start strong from the very first sentence.

Speak your audience’s language. Sound like an expert in your niche but don’t talk down to people. Don’t overwhelm readers with stuffy jargon either. Use active, “friendly” words that make readers feel comfortable.

Add appropriate keywords, but don’t overstuff them.  Make your blog easy on the eyes so readers can scan information quickly.

  • Use bullet points and italics
  • Bold paragraph headers
  • Use short lists for key points

Your Blog’s “Curb Appeal”
When you sell a house, it helps to have curb appeal or you will turn off potential buyers. Who wants to buy a house with overgrown weeds and a shabby paint job?

That same “curb appeal” concept can be applied to your blog. Make it look good! Add your picture, graphics, colorful templates, etc. Keep your audience in mind – pick images that visually complement the content. Your blog doesn’t have to be over the top, but it needs to be eye-pleasing to your readers.

Zeke is a serial entrepreneur, Internet Marketing expert and founder of The Outsourcing Company, an Internet marketing agency with offices in Aspen, Colo. and New York. Let’s Do It!, Zeke’s Internet marketing blog, has thousands of followers from all over the world.

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