How To
7 min read

8 Tips For Writing Great Blog Posts That Engage Readers

Reem Abouemera

June 2, 2022

You may have heard the saying, “Content is king.” And it’s true — in today’s digital world, content is certainly a pillar of any great marketing strategy. But not just any content will do.

Did you know that approximately 409 million internet users read about 20 billion blog pages monthly? Yes, that's a billion with a B. And that number is only going to grow — it’s been steadily flourishing by at least 12% over the past five years.

That means the competition for readers’ attention is only getting stiffer. If you want your blog to stand out, your content needs to be both informative and engaging. If it’s not, your readers won't care about what you have to say, and they'll move on to someone else's blog.

So, how do you make your blog posts so engaging that they keep readers coming back for more? We’ll break it down for you.

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1. Write content for real people, not just search engines

When you’re writing a blog post, always keep your readers in mind. What information are they looking for? What do they want to know? Answer these questions, and you'll be well on your way to writing valuable content that helps your readers in some way. 

For instance, you can focus on solving a problem your readers are experiencing or sharing information that's not readily available elsewhere. But when you do this, always make sure your content is high-quality and factually accurate — you can use case studies, expert input, examples, or data to back up and illustrate your points.

At the same time, you also want to make sure your content is easy to read and understand. Don't use too much jargon or complex language, or you’ll risk alienating or deterring certain readers.

2. Focus on one topic per post

For each blog post, it's important to focus on a single topic. Trying to cover too many topics will only confuse your readers and make it difficult for them to follow your points. But how do you decide which topic to focus on?

How to choose a topic

  • Know your target audience
  • Outline your buyer's journey
  • Brainstorm content ideas for the different stages of the buyer's journey
  • Conduct keyword research to determine what topics people are searching for and what keywords they're using to find information
  • Narrow down those keywords (by both traffic and relevancy) to determine which ones to target
  • Start creating a content plan around those keywords

Next, choose one of those topics for your blog post and cover it in depth. This will help keep your readers engaged and make sure they walk away with the information they were looking for.

What to do if you want to write about more than one topic

If you feel tempted to write about more than one topic within the same blog post, consider creating a series of blog posts instead — one for each topic. This will allow you to delve into each topic in more detail and keep your readers engaged from beginning to end without losing their attention.

How to structure your post around the topic

Once you've chosen your topic, it's time to structure your post around it. Generally, here's the structure you should follow:

  • Introduce the topic (what it is, why it's important, what readers will learn)
  • Discuss the topic in detail (use headings and subheadings to break it down into manageable chunks)
  • Conclude the post (recap what you've discussed, provide a takeaway for readers, offer further resources if applicable, and end with a call-to-action)

3. Keep it short and simple

As you write, remember that people have short attention spans. To keep your readers engaged, you’ll need to keep your blog posts concise and compelling. That doesn't mean you can't dive deep into your topic, but it does mean you need to be efficient with your words. 1000 words is generally a good rule of thumb when it comes to the length of your blog post.

By the same token, you’ll want to stick with simple language that's easy to understand. The simpler your writing, the more people will understand it, and the more likely they'll stick around until the end.

But what if you want to say more? If you have more to say on a topic, consider breaking it up into multiple blog posts. That way, you can fully cover your topic without overwhelming your readers with a single, lengthy post. Plus, this will incentivize them to come back for more later on.

4. Be clear, concise, and conversational

Being clear, concise, and conversational means using easy-to-understand language, avoiding jargon, and speaking to your readers as if you were having a conversation with them. Think of yourselves as their “expert friend.”

As we were just saying, the best way to do this is by keeping your writing simple and easy to follow. You can also take it a step further by using short, simple sentences, limiting paragraphs to 3-4 sentences, and using elements like bullet points and lists to break up your content.

By doing so, you'll make it easy for your readers to scan through your post and find the information they're looking for.

Also, don't be afraid to use contractions (e.g., I'm, you're, they're) and the first-person perspective. This will make your writing sound more conversational and engaging.

Pro Tip: Always read your writing out loud to check for clarity and flow. You'll be surprised at how many awkward sentences and confusing words you'll catch this way.

5. Use visuals

If you want to make your blog post more inviting, you need to break up your text with visuals. This could be anything from images and photos to graphs, charts, diagrams, and videos.

Visuals are a great way to add interest and variety to your blog posts, and they can also help illustrate your points more effectively. Plus, they help your readers understand and remember your content more clearly.

That said, not all visuals are created equal. You need to make sure the visuals you include in your blog posts are high-quality and relevant to your post. Otherwise, you'll just distract your readers from the information you're trying to share.

6. Break up your text with headings and subheadings

Have you ever read a blog post that's just one long, unbroken block of text? Not exactly the most appealing thing, is it?

That's why you should break up any large chunks of text with headings and subheadings — not only will this make your content easier to read, but it will increase the likelihood that readers will stay on the page in the first place — after all, there’s nothing more intimidating than a big wall of text.

When you break up your posts into digestible chunks, your readers will be able to scan through your post more quickly. They'll also better understand what each section is about, since headings and subheadings provide a brief overview of the content beneath them. This way, you'll give people a choice to skip whatever they're interested in if they’re short on time or attention.

Headings and subheadings also help you control the hierarchy of your content, which can be especially helpful when you want to call attention to a specific point.

Here are a few tips to help you optimize the headings and subheadings in your blog posts:

  • Make them catchy yet descriptive: Your headings and subheadings should be eye-catching enough to draw your readers in, but they should also provide a clear overview of what the section is about.
  • Include keywords: These words will help your readers find your content more easily when they're searching.
  • Keep them short and to the point: No one wants to read a long, convoluted heading. Try to keep your headings under 7–8 words.
  • Use different font sizes to convey hierarchy: Headings and subheadings should be larger and bolder than the text around them to indicate that they're of greater importance.
  • Don't overuse them: Headings and subheadings should be used sparingly, or they'll lose their effectiveness.

7. Link to other posts on your blog

Linking to other posts on your blog is a great way to keep your readers engaged and help them navigate your content.

When you link to another post, you're not just providing your readers with more information — you're also giving them the opportunity to explore other parts of your blog that they may be interested in. Plus, it's a great way to show off your expertise on a particular topic.

There are a few things you should keep in mind when linking to other posts on your blog:

  • Only link to relevant content: If the post you're linking to doesn't relate to the topic of your current blog post, there's a good chance your readers will lose interest.
  • Make sure your links work: Nothing is more frustrating for your readers than clicking on a link that doesn't work and getting a 404 error.
  • Link to evergreen posts: Links to evergreen posts are always a good idea since they'll always be relevant to your readers.
  • Link to your own blog, not someone else's: While external linking can help broaden your readers' understanding of a topic, be careful not to cannibalize your own traffic by linking to other bloggers' content instead of your own.

8. Include a call-to-action at the end of every blog post

A call-to-action (CTA) is simply a request for your readers to take some sort of action.

CTAs can be as simple as asking readers to leave a comment or share the post on social media. They can also be more ambitious, like asking them to sign up for your newsletter or buy something from your store.

No matter what you ask your readers to do, a CTA is a great way to increase engagement and encourage people to take further action.

However, you need to be careful not to overwhelm your readers with too many CTAs to the extent that they end up doing nothing at all.

Here are a few tips for including effective CTAs in your blog posts:

  • Put your CTA at the end of your conclusion: The CTA should be the last thing your readers see before they leave your blog post. This way, it won’t distract them while they're still reading.
  • Make it clear what you want your readers to do: Don't make your readers guess what you want them to do. Be explicit — instead of "Please share this post," ask them to do something specific like, "Please share this post on Twitter using the hashtag #SEO."
  • Make it actionable and entice urgency: Your CTA should be something your readers can do immediately, and it should make them feel like there's a sense of urgency to take action. For instance, "Sign up for my free email course today" is more effective than "Sign up for my free email course at some point in the future."
  • Include a visual: A picture is worth a thousand words, so if you can include a visual that reinforces your CTA, even better.
  • Include one CTA per post: This will help you focus your readers' attention and make it easier for them to take action.

Takeaway: These tips can help you create great content for your blog and improve reader engagement! 

Now that you know how to write great blog posts, it's time to put these tips into practice and craft blog posts that are both informative and engaging.

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Try writing a post on one of the topics that seems to interest your target audience the most, and see how your readers react. Do they leave more comments? Stay longer on your pages? Share your posts more often on social media? Convert better? The best way to find out is to try for yourself!

Chances are, you’ll watch your blog's readership and engagement grow! But remember to be patient and keep putting out quality content — you won’t see significant changes overnight, but prolonged effort will ultimately yield results.

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