When you write a blog post, how much do you really think about the end goal of your content?
For many of us, not too much. We sit down, think about the task at hand, and start hammering on the keyboard. We need fresh content so we write a new blog post.
But why? What is the real reason why we are casting our content out into the world?
Realize the real (and right) intention
If you’re a business owner, the answer to that question should be easy to see.
You’re writing a blog post so you can use your content to convert your readers into customers.
There are many other reasons why we write blog posts. But for business owners, writing with the intention of generating interest in products and services should be a primary goal. Once you know why you are writing, achieving that goal will be much easier.
Build your topics from your services and solutions
Focusing on that goal as you develop your titles and topics is the most important part of writing conversion-focused blog posts. So don’t rush through brainstorming. Use this process to thoughtfully craft topics intended to create conversions.
1. Write down the products or services you offer.
For example, a fitness studio might write:
- Personal training
- Nutrition coaching
- Pilates classes
2. Write down the product’s or service’s solutions.
Personal Training
- lose weight through custom plans based individual needs
- stay committed to a plan by having personal attention and accountability checks
Nutrition coaching
- improve general health by learning to make healthy food choices
- stop poor eating habits by identifying problems in your diet
Pilates classes
- increase flexibility
- increase strength
- tone your body
3. Turn each solution into a blog topic that gives the user information about how to solve the problem on their own.
Personal training
- lose weight through custom plans based individual needs
- How to Create a Personalized Workout Plan
- stay committed to a plan by having personal attention and accountability checks
- Stay Accountable for Your Fitness Plan Using These Tips
Nutrition coaching
- improve general health by learning to make healthy food choices
- How to Plan Your Daily Eating Schedule
- stop poor eating habits by identifying problems in your diet
- Mistakes You Make With Your Food Choices
Pilates classes
- increase flexibility and strength
- Yoga Moves to Increase Your Flexibility
- tone your body
- How Yoga Can Tone Your Body
4. Go back to each title and add in words that make the title more specific to your solutions, results and audience.
Personal training
- How to Create a Personalized Workout Plan That Fits Your Unique Body Type and Lifestyle
- You Can Stay Accountable for Your Fitness Plan Using These Tips From a Professional Personal Trainer
Nutrition coaching
- Use These 15 Tips for Planning Your Daily Eating Schedule So You Never Need to Diet
- Big Mistakes You and Almost Everyone Else You Know Makes With Their Eating Habits and Food Choices
Pilates classes
- 6 Daily Yoga Moves You Can Sneak Into Your Day to Increase Your Flexibility
- The Ten Ways You Probably Didn’t Know That Yoga Can Tone Your Body and Tighten Your Tummy
By using this method, you can create some pretty killer titles that will provide the most important element of a blog post that converts — attention from a targeted audience who want and need your products and services.
Show off your expertise
Once you have pulled in your target audience with a title that is engaging and related to your business, you’ve laid the groundwork. Now, you need to deliver on the promise you made with the title. Serve up a piece of content that reflects your expertise on the subject.
Be detailed. Share facts and clear takeaways. Don’t be generic and generalized. Highlight your unique selling proposition by sharing details about your special process or thoughts on the topic.
Prove to the reader that you truly know and understand the problem and how to solve it.
Create a desire for something you do or sell
After you have given your reader information about how to solve their problem, it’s time to throw out a small pitch. Remind them that what they want or need is attainable. They can do it using the tips and information you provided.
Then tell the reader it’s possible to solve their problem faster, easier, and more efficiently by working with you.
The reader is looking for a solution and you showed that you know how to provide the solution, which creates a natural introduction to doing business together. Just make sure you add this at the end after you have already offered value to the reader through the rest of the post. Or else it will just feel like a slimy bait-and-switch sales pitch.
Add a crystal clear call to action
End your post by telling the reader exactly what they need to do to make it happen. You can use a call to action that goes right for the sale.
- Click here to sign up for a session with one of our experienced personal trainers.
- Get trained by a professional nutritionist at our next workshop. Click here to view our schedule and register now.
Or you can take the reader through a slower sales process by offering another piece of content that further shows how you can solve the problem.
- Click here to see a case study on how our personal trainers helped one woman lose 50 pounds in six months.
- Sign up for our free webinar about vinyasa yoga to see how you can get more out of your yoga practice.
Either way, invite the reader to take the next step toward doing business with you by giving them clear directions on what to do and how to do it.
The world is full of people who need and want what your business offers, and your blog is the perfect place to make connections with those potential clients and customers.
So the next time you sit down to write a blog post, don’t blank on your purpose. Follow these guidelines for creating blog posts that will convert your readers into excited and engaged customers and clients.
