The number of bloggers in the US is will reach 31 million by 2020.
Now that’s a lot of blogs.
But what can we learn from this statistic? Well, firstly that blogging is extremely popular so there must be something in it. All those people would not be writing blog posts if there was no benefit to them or their business.
Secondly, we can say that every blogger has a lot of competition. With all of those blog posts, it has never been more important to make your blog stand out from the crowd.
But, here’s another statistic: around 43% of people admit to only skimming blog posts.
So, when you put those two stats together, we can deduce that every blogger needs to know how to engage their readers or they will lose them. But fear not, here is a guide on how to write an article that engages your readers so you can find out more.
The Art of the Hook
Let’s start at the very beginning. When someone looks at your blog post the first thing they see is the title. There is a strong chance that they are already interested in this, as it is what drew them to your blog post in the first place.
Next comes the introduction, which is the most important section of any blog post. If the reader is not engaged with the intro, they won’t read the rest of the article.
This is where the art of the hook comes in. The hook is your way of capturing the reader’s engagement and imagination and leave them wanting more. You can achieve this by using a statistic, a fact or a statement that leaves the reader thinking “wow, I didn’t know that”.
Another great hook to use in your introduction is to take the reader on an imaginary journey.
For example, a blog post on motoring could start with “Picture yourself in your car. You turn the ignition and wait”. The reader will be dying to know what happens next. Does the car start? Is there something wrong? It engages their imagination and leaves them wanting more.
Show Your Passion
Always write blog posts about subjects that you know and care about. If you don’t, the reader will be able to tell, and will think “why should I listen to you?”.
One of the great things about blogging is that the long form allows you to go into more detail than social media posts or emails. So, use this format to demonstrate how passionate you are about the subject.
Passion and enthusiasm are contagious. The reader will pick up on your positive vibes and start to feel enthused about the subject themselves.
Develop Your Own Voice
When you are thinking about how to write an article that will engage readers, always remember to use your own voice.
This might sound obvious, who else’s voice would you use? But many people that think they need to sound official when they write blog posts. This will not engage your readers though.
When reading a blog post, most readers do not want to feel like they are reading an academic journal or listening to a lecture. A more conversational, informal style is much more likely to grab their attention.
If you would like to know more about written communication skills, you can find out more here.
Another trick to help your writing more engaging to the reader is to use the active voice and avoid the passive voice.
The active voice is when you say what a person is doing or has done. For example, “the monster ate the cookie”. The passive voice is when you say what was done to an object. For example “the cookie was eaten by the monster”.
By using the active voice, you are focusing on the person and the activity, rather than the noun. This is far more engaging and less dull to the reader.
More Than Words
Writing a blog post is not just about pouring a load of words onto the page. An article can also be a shop window for your brand and a marketing tool.
While the content of your blog post is important, so are factors such as its design, layout, and interactivity.
When readers view a landing page online, they don’t want to see a block of words and nothing else. You can avoid this by breaking up the page with headings, photos or diagrams.
You can also engage the reader further by adding links, polls, and comments sections. These tools are also a good SEO strategy for your blog and will keep the reader on your site for longer.
Call to Action
The final section of your article should always be a Call to Action (CTA). This is because you do not want to leave your readers hanging or leave them bored. The idea behind a CTA is that you give them something to do next so the reader can continue to interact with your blog.
Some examples of things you can include in your CTA are:
- A link to another blog article
- Your contact page
- How to book an appointment
- A coupon code
- A quiz or survey
- Share on social media
All of these CTAs offer the reader some sort of interaction that will keep them on your site for longer.
More Tips on How to Write an Article
Those are some top tips on how to write an article that will engage your readers.
Hook them in and demonstrate how passionate you are about the subject. Don’t lecture them but use active voice and engage them with interactive tools like links and comments.
If you found this guide useful, then why not check out more ideas on how to blast off your blog.