Blogging is certainly the in-thing in today’s digital world, which is driven by valuable and relevant content. But are you getting the best out of your blog posts? If no, then perhaps you should refine the way you write your blog posts. We bring you a few writing tips from experts that answer the following two questions:

1. What are the different ways in which you can build a connection with your audience while blogging?
2. Does the writing tone play an important role in keeping your audience engaged? If yes, which writing tone do you think is preferred?

Here’s what you need to know:

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ERIN LETSON
SENIOR CONTENT MARKETER
LOGOJOY

1. What are the different ways in which you can build a connection with your audience while blogging?

It’s important to blog about topics and questions that you know are relevant to your audience (not just topics YOU think are important). Build target personas, run customer surveys, monitor hashtags on social media, do keyword research, and aim to address the problems your customer needs to solve with your content. The best way to connect with an audience is to support them in achieving their goals, whether that’s building a business or getting a healthy dinner on the table.

2. Does the writing tone play an important role in keeping your audience engaged? If yes, which writing tone do you think is preferred?

A friendly, conversational tone is almost always preferable to a formal, technical one. Depending on your brand, you want to write in a consistent voice and make your customers feel like you’re talking directly to them. One way to do that is to use the word you in your content; I also try to use contractions as it’s an easy way to make a piece sound more conversational.

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JACOB DAYAN
CEO AND CO-FOUNDER
COMMUNITY TAX.

1. What are the different ways in which you can build a connection with your audience while blogging?

One of the best ways to build a connection with your audience is to write content that answers questions and provides actionable information. These questions often represent different stages of the sales funnel. For example, someone looking to learn about an industry will not want to read an article that is a sales pitch for a product. In this stage of the funnel, the user is looking for information and not marketing materials. Creating informational content on this topic will help build trust and establish yourself as a thought leader in the space. On the other end of the funnel, those looking to learn about your specific services will benefit from targeted sales-focused materials.

Modern consumers do not want to be tricked into buying. They want to digest actionable information that helps improve their lives. Blog content strategy should adjust to this desire in order to build lasting connections.

2. Does the writing tone play an important role in keeping your audience engaged? If yes, which writing tone do you think is preferred?

Finally, the tone plays an important role and depends heavily on the industry, the audience, and the topic. For example, a slightly humorous and pithy tone might work well for an article on adventure travel, but it will not work in an article about finance. It is important to understand your audience before deciding on a tone that will resonate with your audience.

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J.R. DUREN
PERSONAL FINANCE REPORTER
HIGHYA, LLC

1. What are the different ways in which you can build a connection with your audience while blogging?

The main way that you can connect with your audience is to create content that meets the needs of your users. What is their intent when they come to your site? What type of information are they looking for when they click through your posts? The best content is the kind that meets the needs of your readers.

Much of meeting needs requires sticking to the focus and vision of your site while presenting your readers with something unique that they can’t find on another blog. That sounds really intimidating, but meeting that standard goes back to knowing your readers, knowing what they need when they come to your site and having the confidence that your content standard can meet that need with accuracy, creativity, and authority.

2. Does the writing tone play an important role in keeping your audience engaged? If yes, which writing tone do you think is preferred?

There is no single preferred tone for your site. The best tone is the tone that properly expresses your information and connects with your readers. If I can offer any advice, it’s that you should keep your tone consistent. There is some leeway when you’re introducing new content, like an extensive guide that you’ve never done before, or addressing a current-events tragedy. Those situations require savvy and sensitivity to why your readers are coming to you.

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MALLORY CATES
DIGITAL MARKETING ASSOCIATE
BLUE COMPASS

1. What are the different ways in which you can build a connection with your audience while blogging?

A simple way to engage your target audience is to answer common questions they have about your services, products or your industry. Giving potential customers helpful information or simple steps they can do themselves gives them a positive attitude towards your brand. Even though it feels like you’re giving away your secrets, it’s beneficial to building trust, and most people just want to know more about the product or service and will still hire someone else to do the work.
Another great way to engage consumers if you’re a local business is to write a blog about a local event or tradition that your community is proud of. It might not be related to your product or service, but it will drive traffic back to your site and potentially get people to notice your brand. For example, one of our clients operates a heating and cooling business, so the summer is obviously a busy time for them. In addition to releasing blogs about air conditioners and HVAC maintenance, we also created a blog about the best outdoor patios to enjoy the warm summer weather. The amount of engagement they received was incredible, and this page was ranked #4 overall on their site that month behind their homepage, specials and products pages.

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2. Does the writing tone play an important role in keeping your audience engaged? If yes, which writing tone do you think is preferred?

The tone used in your writing should be based on your target audience. For many B2C clients, we use an informal tone that educates the customer about the product or service in an interesting way. For our agency’s blog, we use a more formal tone since we are convincing other businesses to work with us or we’re writing digital marketing tips for other industry professionals.

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CASSIE GALASETTI
CO-FOUNDER
SOCIAL SIDEKICK

1. What are the different ways in which you can build a connection with your audience while blogging?

There are many ways in which you can build a connection with your audience. First and foremost, connecting with the readers’ emotions is probably one of the most powerful ways. Have you ever read a blog that made you happy, inspired or even angry? Sparking those emotions in a reader creates a bond or relationship. Solving a problem for your readers is another great way to connect. If someone is seeking out an answer to a question, provide the answer. If you help them, they will return to read more of your blog posts. Give examples of your own struggles or issues to make you seem more human (and less like a blogging robot!) If the topic allows, use humor as much as you can. Laughter is always the best way to connect with someone, whether it’s through a blog or in person.

2. Does the writing tone play an important role in keeping your audience engaged? If yes, which writing tone do you think is preferred?

The tone of your writing is the number one way to keep your audience engaged. If you don’t connect with someone, they’re probably not going to finish reading your blog post and certainly won’t come back to read more. It’s important to write the way you speak. The most effective tone is as if you were having a conversation with the reader. The less textbook and more friendly and relatable you sound, the better. (However don’t go too informal or your blogs will seem messy and less trustworthy!) Think about when you read a blog post, what style of writing do you enjoy most? Most likely it’s conversational. Keep that voice consistent and your audience will always come back for more.

Examples/Case Study:

http://www.elegantbridal.com/blog/re-planning-your-wedding-after-hurricane-harvey/
http://www.elegantbridal.com/blog/7-fall-favorite-wedding-ideas/
http://www.elegantbridal.com/blog/an-earnest-proposal-at-two-river-theater/

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AMY KILVINGTON
HEAD OF CONTENT MARKETING
BLINDS DIRECT

1. What are the different ways in which you can build a connection with your audience while blogging?

The most successful bloggers have the distinct ability to connect with their readership on a high level. Not only do they inform and influence their followers, but they start to become a friend of sorts. Great bloggers will also assert themselves as the go-to experts on their respective subjects.

All bloggers can take steps towards achieving this. First, they need to identify their niche. When you are writing about a subject that you genuinely passionate about, your content is much more convincing. Your keen interest will also mean you have plenty of information and original ideas to offer, something which is difficult to fake. People like honesty, and they’ll be more likely to follow/subscribe to you if you are authentic. By blogging from the heart, you’ll find it much easier to build up a fellowship of loyal readers.

A great blogger will also connect with an audience through their similarities and interests. You should get a strong idea of your target demographic (age, location, hobbies, income etc.) and create content that appeals to them. If you’re creating content that you know your readers will want to read, you’re well on your way to becoming a successful blogger.

2. Does the writing tone play an important role in keeping your audience engaged? If yes, which writing tone do you think is preferred?

Your tone will certainly help in keeping an audience hooked. The wrong type of language can alienate readers, whether it’s complex, technical jargon or trendy buzzwords. Your language and tone of voice need to cater to your target audience. With that being said, it’s important to identify your readership before formulating an appropriate tone. In some cases, professionalism will be the best course of action. In other cases, a fun and friendly tone will be the best option.

Your recommended tone of voice depends completely on your brand, your product/service, and your audience. By writing in the way that best speaks to them, you will have a much better chance of keeping them engaged.

credits : www.godotmedia.com