How to Write Blog Articles That Actually Provide Value

March 21, 2023
Spotlight Branding

Your website’s blog page can either be a place of infinite value or an SEO content graveyard that makes your site’s UX worse. If you’re constantly posting about current events or are more concerned with getting preferred search phrases in your articles enough times, chances are that your blog isn’t actually providing your audience with any benefit. Here’s what you should be doing instead.

1. Write Articles for Your Audience

Have you ever been hired by one of Google’s indexing bots? No? How about that!

So why are your blog articles geared more toward search engines than actual human beings? Of course, we realize humans use search engines to find answers, but SEO is trending more and more toward rewarding quality content that’s answering the search queries people are typing in rather than a set of keywords.

Additionally, unless you get 100% of your referrals from other professionals in your industry, you don’t need to write your blogs for them, either. Write your articles to the people who will be hiring you!

2. Know What Your Audience Needs

What’s keeping them up at night? What questions do they have that you are qualified to answer?

Alternatively, what questions are you constantly answering from prospects? What cases are you handling most often? From there, you can pick nuanced issues/subjects from those questions and create even more content.

3. Keep It Short

Your audience doesn’t need to know EVERYTHING. They just need to know enough to see that you’re capable of handling their issue for them. Keep your content surface level and avoid getting into the weeds and every possible if/then scenario. Instead, keep it to roughly 400-600 words and explain the general concept. From there, your audience can choose to take further action.

If your blogs aren’t doing the three things we just mentioned, there’s a good chance they aren’t as effective as they could be. If you need help getting your blogs back on track, schedule a call with our team to see how we can help.

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!