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Good content is well-written, easy-to-read and relevant. Killer content, on the other hand, does all that and converts.

Whether it’s lead generation, increased organic traffic to your product or service pages, or customer loyalty, your blog content should be getting you results.

No-one knows your market better than you but writing killer content is as much science as it is art. Grab your notebook and lab goggles, here are 5 tips for writing killer blog content.

1. It’s not rocket science

We don’t want to dampen your creativity, but a common mistake that’s made with planning content is thinking every piece of content has to be unique.

A lot of the best content doesn’t try to be special, it just sets out to answer the questions that customers and prospects are asking when they’re researching your product or service.

2. Can you read minds? Thought not

While no-one knows your customers better than you, codify your knowledge in the form of customer personas that dig into the interests and pain points of your target audiences.

Personas should detail how your product or service solves their problem and the things they want to hear. Then write about that.

Top tip: Get input from customer-facing people in your company and, of course, your customers.

3. Ask Google

Align your content with what customers are actually searching for online. Tools like Answer the Public and Google’s related searches will give you a more detailed picture of the questions people are asking, and the language and phrases they use.

This has the double whammy of providing useful content and positively impacting where your blog post ranks in Google.

4. Not everyone has time to read your content

Sorry, but it’s true. People consume more content than ever before so we’ve become adept at scanning content. Make your blog post friendly for skim readers by using bullets, lists, headings or sub-headings to highlight the key takeaways.

Some of these techniques get a bad rep, but check out this blog post on types of wood for furniture. It’s simple, yet effective and ranking well on Google for being useful for customers.

5. Eyes on the prize

Set a goal for your blog post and measure its success after it’s published. For example, if your goal is to increase sales, use Google Analytics to track people who go on to buy. If you are aiming to increase engagement among your customers, encourage readers to comment or measure the number who click through to sign up to your social pages.

There’s more where this came from. Learn more about our content creation and strategy services.

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