Can technical blogging attract the right clients?!
Derived from the holy word “Weblog,” blogs have been around for a good chunk of time, since 1994 to be more specific. But why did people like Justin Hall even bother write? Well! Obviously, because there were people who read the stuff! Right?! And the best part is this: “THEY STILL DO!”
Although the Instagram and Tinder generation think of readers as dinosaurs with spectacles, the truth of the matter is that the heart of the market lies in the hands of this very group, and guess what?! They still rely on strong written content to help them distinguish the Go-To Experts from others.
So, in short, YES! CONTENT WRITING STILL WORKS!
And that’s why in this post, we are taking it back to basics, with a step by step look at the qualities that make your blog posts mesmerizing, encouraging your readers to click that final CTA (call to action) and gain access to the expert behind all the wisdom!
Teach, not Pitch!
I remember the days when websites like Blogspot, now known as Blogger, were the bread and butter of entrepreneurs writing their hearts out to gain clients’ attention, but then somewhere around 2004 something bad happened: Copywriters started to use blogging as their marketing and SEO tool and it was not long before every blog post started with stupid questions like “Are you struggling to generate leads?!” and “Click here to get instant FREE access!” Sounds familiar, right? Well, it’s undeniable that pitches like these are the main reason why in some specific industries, people turn their heads away from most blog posts.
The solution?! You must always remember that if there is someone reading your blog post, they are most probably well-educated individuals who have already chewed the market away and are looking for some new insight. They read to Learn and Grow, not just to become millionaires over night (what the marketing industry seems to be pitching at all times!) Therefore, to gain their attention, it is more than crucial to add as much technical value to your text as possible. Give technical advice and promote other professionals who are well-established in your target industry. It simply creates trust.
Research, Check, Double and Triple Check everything you say!
Nothing pushes readers away like a stupid error in the middle of your Technical content! It might sound unfair, but time after time I have seen one simple mistake ruin an otherwise worthy article.
The best way to bypass such errors and gain credibility for your content is to research and include external links to the resources that can count as proof of what you’re presenting. If that is not much of an option because of your industry or the audience you’re dealing with, there is one way; Simply select a beta group, composed of a few experts and industry leaders who will accept to read every blog post and correct every error they find. Obviously, (with their consent) you can include their name as proofreaders of your blog posts which in turn will add more and more credibility to your output.
Be Descriptive, NOT prescriptive
OK! I try not to get too technical but there are one or two linguistic facts that every writer needs to keep in mind. First, that descriptive language where adjectives and adverbs are used to deliver the message leaves a longer-lasting impact on your readers. I know that this is not a literature class, but let’s be honest! There is a reason why the styles of writers like Jack London or Ernest Hemingway have proven to be so memorable; they allow for your imagination to roam free and as a result you will never forget masterpieces like “The White Fang” or “The Old Man and The Sea!” Why not use the same effect on your technical blog?
Keep it coherent!
Linguistically speaking, discourse can be divided into 3 different tiers: Semantics (AKA vocabulary, denotations and connotations), Syntax (Structural accuracy and diversity) and Pragmatics (the theme or the message to be conveyed by your text). We will discuss each of these modules in a separate blog post, but for now what does matter is the fact that a lot of people fail to understand what a text is simply after. It is our duty as bloggers to clarify what exactly we know, what we are hoping to present and what we’re asking our readers for, in every line that we write. None of the above can be delivered without a clear outline.
Coherence can be achieved through one of the two styles of outlining. You can use a linear (AKA alphanumerical) outline for deductive and inductive arguments you intend to make in your blog posts, and a parallel outline for comparisons. Now, I know that many beginner bloggers might not be familiar with some of the terminology used here. That’s why I am going to release a new blog post every week to explain how each of these linguistic goals can be achieved, and I will provide you with real examples that can be immediately implement in your technical content to gain the trust of industry experts and increase your traffic over time.