You Don’t Have To Be The Next J.K. Rowling To Create Online Magic
A Potent Blend
Ever tried to cook the perfect lasagna?
A million things could go wrong. Any one layer could end up burnt to a crisp. The proportions of ingredients could be wonky. Imagine forgetting the cheese—yes, the cheese! Your choice of seasoning could get responses from “why bother?” to “what is this, an alien spice market?” Even if you did everything right, but forgot to sprinkle that basil on top, it could still look wrong. The horror of horrors – a vegan guest could show up to eat the perfect meat lasagna.
Writing a stellar blog post is the same.
You need to get all the ingredients right. The average blogger spends 4 hours to write a blog post, and it could still go wrong somewhere. You could still be left wondering, “Where are the crowds clamoring for my content? Where are the shares, the likes, the comments that scream, “This is the stuff I NEED!”
Here’s how to write posts that won’t vanish into the internet’s abyss.
The Anatomy of an Engaging Blog Post (Hint: It’s Not Rocket Science, But It’s Close)
1. Make It ATTRACTIVE
Even if you’re brand new to the world of blogging, you’ll know that your title itself has the potential to take your blog viral.
Seth Adam Smith’s article titled ‘Marriage Isn’t For You’ got him 1.8 million Facebook shares, featured on Huffington Post, BuzzFeed, Cosmopolitan, and The Today Show, invited on national television, and a solid book deal.
Seth’s post got readers thinking right off the hook:
“What’s the deal with this guy?” or “Is this just shameless clickbait?” They couldn’t help reading it. And after they’d read it, they couldn’t help sharing it!
Using a good title, followed by a good introduction, is a must-do. Here are tips on how to nail them:
- Spark Intrigue: Use a shocking statistic, a relatable anecdote, or a bold statement that makes your readers go: “Ooh, tell me more!”
- State the Obvious: Drop a truth bomb that makes readers go, “Yes, finally!”
- Make Numbers Your Friends: “5 Ways to…” or “10 Tips for…” are irresistible click magnets. Few can resist clicking on headlines that have them.
- Turn Sharers into Legends: Make people share it and think, “Wow, I must be a genius for knowing this!”
- Promise Instant Gratification: Tell readers, “Get your fix in record time—no waiting around!”
- Dangle the Temptation Carrot: Make them think, “I have to see what’s in it for me.”
- Solve the Unsolvable Before Anyone Else: Solve a problem so fresh, you’ll feel like a trailblazer.
- Stir the Pot: Add just the right amount of controversy to keep people talking.
- Give the Feels: Use images or videos that pull at their heartstrings and emotions.
- Tell Them Exactly What to Do: Direct confused readers in a world with too many options for everything. Shout “Act now or miss out”.
- Deliver an Irresistible Deal: Make an offer so good they’d be wild to say no.
- Mash-Up Ideas: Combine concepts from different fields or streams of thought for mind-blowing insights.
2. Make It HELPFUL
A blog on any topic can do well – as long as YOU actually know your stuff.
If you do your homework and keep churning out content that’s truly insightful, it’s hard not to succeed.
Think of James Clear, the author of Atomic Habits which sold 20 million copies. James started with blogging “The Ultimate Guide to Getting Sh*t Done,” a post on possibly the most banal topic ever: productivity. Imagine that!
James was happily churning out free, well-researched content on habits for years, sharing the love and asking for nothing in return, until one day, he was making $250,000 every quarter before he even got his book deal.
That’s where genuine passion for a topic – any topic – will take you.
People want intelligent answers to tough questions. Use your headlines to win them over.
3. Make It PRETTY
Instagram has made the world a highly visual place. Naturally, a lot of food and fashion bloggers rely heavily on imagery to make their blogs stand out (like Bjork and Lindsay’s Pinch of Yum or Victoria Magrath’s In The Frow) – but you can do the same for your posts, irrespective of your niche.
Visuals can transform posts on any topic – like this one on ‘The Science of Happiness’ by The Atlantic or on ‘The State of Remote Work’ by Buffer.
4. Make It WORTH SAVING
In the vast sea of AI-generated content, Google’s got its eyes on engagement like never before.
Pro Tip: Google also owns Chrome—which means it knows how many people are bookmarking your site. A bookmark? That’s a badge of honor for your content, a sign that people actually want to come back for more. And guess what? When they do come back, either through a saved bookmark or by typing in your URL, Google tracks that, too!
You want to create posts that people not only read, but also save – that’s a major thumbs up from both your readers and Google.
5. Make It EASY
We tend to think complicated is better, but is it really?
The most popular novels are written at a 7th-grade reading level.
Text that’s easy to read is better received. Use simple phrases, single sentences, lots of bullet points, a clear Table of Contents, and bold type. When it comes to the design, avoid funny fonts or in-your-face backgrounds that make stuff hard to read.
You’ll get all the information you can handle on the on-page SEO optimization article; but for now, start using Headings for better readability.
Your ‘H2’ headings are the sub-headings on your webpage – They’re like the chapter titles in a novel, giving readers a sneak peek into the best of your post. The sub-sub-headings following the H2 ones are the H3s. Using headings isn’t just about keeping things neat and tidy, it’s also about giving search engines (and readers) a clear map of your content.
6. Make It RELEVANT
Getting readers to your blog is fine, but you want them hooked, grinning, and eager to come back for more.
- Remember you’re writing for your readers, and not for Google’s robots!
- Still, keywords are a great way to create content your readers are actively searching for. Do include juicy keywords in your titles and sprinkle them through your content.
- Keep your posts fresh by updating old content with new keywords; only 38% bloggers out there are updating older articles.
- Share posts on social media and actually respond to their comments and questions to build that trust.
- Don’t try to be all things to all people. Stick to serving your repeat readers – they’re the ones who’ll make you a star.
7. Make Them ACT
Your blog post is done! Well, almost.
You’ve hooked your readers and taken them through a narrative filled with insights. Now don’t just leave them hanging.
Drop a ‘Call To Action’ (CTA) and tell them what to do next.
HubSpot uses Download Now, The Budgetnista uses Sign Up For Weekly Goodies!, Glossier uses I’m in, Hulu uses Get The Disney Bundle, 310 Creative uses Book Free Assessment, VRBO uses Discover your escape, and Evernote uses the OG CTA, Sign Up.
8. Make It PERFECT
With ChatGPT, Grammarly, Ginger, Hemingway, ProWritingAid, Sudowrite, WhiteSmoke, PaperRater, Slick Write – and so many other writing, editing, and proofreading tools to help polish your prose, there really are no more excuses for shabby writing.
Bonus – Make It SHOW UP!
If you want to absolutely get your blog noticed, try using ‘rich results’; these are what show up next to standard results in various formats on Google.
You might recognize these as ‘Featured Snippets’ – brief summaries of answers to your queries, ‘FAQ Results’ which are drop-down menus, video clips, review snippets with star ratings, or carousels of recipes showing up on Google.
Rich results make it easier for users to find the information they need while boosting your website’s visibility—it’s a win-win.
To use rich results, try adding a structured FAQ section to your post, request indexing your post in Google Search with the ‘URL Inspection’ tool, or using ‘Structured Content’ Plugins (such as the one on WordPress) to help Google find you.
Takeaways
Your blog isn’t going to be some dusty, dark, lost place on the web, is it?
It’s going to be a rock concert, a comedy show, and a therapy session all rolled into one!
Your blog is your digital megaphone; something you use to boost visibility, attract dream clients, and show the world you’re the queen (or king) of your domain.
It’s a place for casual scrollers to become raving fans.
But just like the blogging legends (your James Clear, Mark Manson, Tim Ferris, Marie Forleo, Seth Godin…) did, you’ll need to put in the time.
Keep blogging, the right way, tirelessly, for months and perhaps years – and one day you’ll be an ‘overnight’ sensation.
