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How to write impactful blog posts

Three keys to writing useful, entertaining and inspired content.

Your blog is the hub of your online content, so before you engage on any other social channels or before you produce any other content like e-books or videos, you have to have a home base. All brands need some kind of flexible content management system – and the main value of a blog is that it is flexible and simple to manage – you don’t need to call IT any time you want to change something. Here are three thoughts to help get you started.

1. Set a content strategy
If you’re starting from scratch, you’ve got to think through your content marketing strategy first. Who do you want to talk to and what do you want to say to them? Work through those big questions first and it’ll be easier to figure out what to publish. Think also about what you want your customers to do next – submit an email address or download a PDF, etc. Always have a clear goal for each piece of content.
2. Always look to add value
The next step is to identify where your company can add true value. If you’re a real estate company that sells apartment buildings, for example, you might want to create a special guide that shows people what it’s like to live in the neighborhood in which your buildings are located. Again, it goes back to creating content that is useful and helpful for others.
3. Answer common FAQs
A good place to start with blogs is to answer the questions your company most often receives. Ask your customer service team to tell you the most commonly asked questions and then answer them. Don’t make it too complicated; one question per post is more than enough. And don’t forget that content isn’t always writing. You can pick up your iPhone and shoot a video to answer a question.

QUICK TIP: Don’t forget the importance of video content
People love video and it’s so much more engaging than text. It should be an integral component of your content marketing strategy because it’s easier than ever to produce good video today. There are so many tools and technologies to help you these days – there are almost zero barriers to entry.