Simple Tips for Improving the Blog of Your Brand

With a large amount of digital content available online, blog posts and articles still take up an essential part in the mix as part of the content strategy of brands across many platforms.

A recent study done by Orbit Media, with more than 1000 blog owners surveyed, shows that even though 80% of brands experience at least some return on investment from blogging, only 26% of them stated that blogging drives strong results.

That shows us that even though there is an abundance of blog content available online, and some topics can become repetitive, there is still room for reaching great success and outperforming the competition, with quality optimized content.

How can the quality of the blog post content be improved?

There is a lot of talk about optimizing content for search engines and algorithms, but let’s put that aside for a moment and let’s talk about optimizing content for human consumption. After all, the person reading has the final say when it comes to engaging with your brand further than a single post.

Improving the visual elements of a blog post.

Giving your blog post that extra touch of quality can make the reader more interested, and it can give you the benefit of authority and trustworthiness. With the help of these principles, you can make the reading experience feel like exploring a high-quality magazine on the topic.

1. Structure information the right way

How often have you scanned an article before you start reading, just to get an idea of what you’ll experience along the way? Readers are impatient when they’re looking for information online, and most of the time they scroll through the article first, to decide if spending time on it is worth it.

This is where information hierarchy and content structure comes into play. Think of it as the first domino tile in the row of reader decisions. If the article looks good at first glance, it captures the attention and draws the reader in to explore further.

Headings and Subheadings Presented Visually

Make sure you properly divide the text with headings, subheadings, and paragraphs that guide the reader through the main points and their more detailed structure. When there are big chunks of text that are hard to navigate or poorly organized, chances are they will stop reading soon after they begin.

Take care that the media elements used through your articles, like photos or videos, are aligned with the flow of your blog post. The overall visual structure of your article needs to be pleasing to the eye for it to retain the attention of the reader.

2. Make it easy for the reader to jump in anywhere

 

This plays on the same idea that scanning first, and then deciding how much of the article you want to read happens more often than not. That is why you need to enable the reader to jump in anywhere in the article and find it easy to continue from there.

On the Digital Brand Blueprint website you can find articles that will help you build a brand.

Each paragraph should stand on its own, and it should make sense even if the user starts reading a part of the text midway.

The best way to do so is by forming a narrative structure that consists of short paragraphs that are easy to get through. Set the scene with the first paragraph of each heading and keep working from there to progress the story further with each new one.

Don’t make paragraphs too long to knock out. Stop before it becomes a drag, and with each new thought, move on to the next paragraph. With each paragraph, you can build on the last one, reveal new information, and keep the ball going. The same amount of text can have a different effect on the way it is perceived, either as difficult or easy to read.

3. Make data more interesting

Analytical data is a great way to get your point across to the reader by providing factual information on the topic in question. Taking it a step further by representing those large amounts of data in a visually creative way can hold the interest of the reader for much longer.

The best way to say something is to show it. Our brains are better at understanding visual bits of information rather than numerical data, and it also increases the chances that we remember the information more easily.

Now at the beginning of this post, I told you something about the return of investment on blogs and the fact that only 26% of the ones surveyed experience strong results. Let’s take a look at that data again, this time through a visual representation I created for the topic.

How much results does a blog drive for brands?

Presenting data with visual aid makes the experience more interesting, memorable, and sharable.

4. Always experiment with visual and story elements of your blog post

Creative systems can completely transform your story into an interesting experience, just by adjusting and improving certain elements along the way, when possible.

There are many possibilities that you can explore and experiment with, about the narrative structure and visual language throughout the blog post. They both add to the way the story is perceived by the reader, and they can take your story to the next level.

Don’t be afraid to experiment with different narrative means of telling a story, and to bring something fresh to each new article that you write. As time goes by, you will find your voice, optimize the way you talk to your audience, and you will figure out what works the best for them and you.

Elementor Photo Example Page Builder

Introducing visual language to your article should also be something you experiment with each new post. Think about the meaning of the colors you use, contrast, size, patterns, and other principles that can help you improve the quality of your article.

Make sure that the elements you use are a good fit for your overall visual brand identity.

Flip through a magazine or a visual book and discover things that draw your attention, and how you can implement them in your work.

5. Don’t use stop signs

You’ve managed to grab the attention of a reader and guide them through your article, but there is no need to stop there. You can keep the dice rolling and tie in other content they might be interested in exploring.

There are many articles that sum up the content at the very end and leave it there, but the reader might be interested in going further if given the right recommendation. Instead of summing up, give the reader a chance and a reason to continue interacting with your content.

Don’t use words that make it seem like it is the end of the road, instead, use words that arise emotion and give them the desire for more. Set the stage by providing relevant information and links to other content.

Write better content with the help of Grammarly.

Incorporating all of the things mentioned in a single blog post can be hard to imagine, but the idea is not to write the perfect article. Instead, when you’re first writing the article focus on the target audience, the quality of the story, and the goal of your piece, all the extra features can come in later when you’re editing.

Remember, the best stories are not perfect, but they are transformative.