Most of your blog visitors will spend about a minute (or less) reading an article and move on to other tasks. Time is a precious commodity. There are many distractions are competing for our attention every day. Do what you can to get more blog readership by grabbing readers’ attention and holding it.
When it comes to blog writing for professional services firms, some may be tempted to delve deeply into complex topics. Before your next blog post turns into a dissertation, consider the attention span of your readers (and your own time constraints).
Think about your own time
We must use time wisely and forever realize that the time is always ripe to do right.”
– Nelson Mandela
The most valuable commodity now for many people is time and how to parcel that out.”
– Hugh Jackman
You may delay, but time will not.”
– Benjamin Franklin
We are all seeking to share ideas, deliver thought leadership and make an impact with our own unique, valuable perspectives. We just need to carve out the time to write it down.”
– Charissa Hurd
Think about your readers’ time
You should bring your ideas and solutions to the table, but keep your time-strapped reader in mind. When you sit down to craft your next blog post or email newsletter article, be quick to entice your readers and give them solid reasons to continue reading. A blog post or an effective newsletter article should be clear, concise, impactful and easy to read. Your professional perspective is a sought-after commodity, but it will depreciate as your article increases in duration. Make sure you convey your point in layman’s terms, and avoid overwhelming your readers with technical jargon. Still have more to say? Great! Say it in your next blog post by creating a series of blogs on the same topic, or finish your thoughts in the form of a downloadable whitepaper. There is no need to go beyond 400 to 600 words.
Get a little personal
Even though you are crafting professional communications, there is no reason why your personal touch should not be a part of every message. Go ahead and put your fingerprint on it. Blog posts and articles should convey the personality of the writer. When you showcase the “true you,” you allow casual readers to become dedicated fans. Your readers will eventually get to know your writing style and be able to easily identify your articles. This approach generates an online dialogue that, over time, naturally segues toward in-person opportunities.
Yes, you can write
Many of us don’t believe we have the time, capacity or talent to write. The truth is that you have been able to write since elementary school. If you can read this post, then you can write your own. We get it – you’re not a novelist – but the good news is that your readers aren’t looking for Tolstoy’s War and Peace. They just want about 500 words from you every once in a while. Take a few minutes and get what’s in your head into an article.
If you’re out of ideas, just ask
Blog posts and email newsletters are a great way to convey your business communications, but what happens when the pen runs dry? You might be out of ideas, but I bet your readers sure have plenty. Conduct a simple reader survey and find out what your clients, prospects and referral sources are interested in learning more about. What is plain and obvious to you is often not so plain and obvious to your contacts. That is why your services, and your viewpoints, are so valuable. Put yourself out there and find out what your readers want to hear. They will happily let you know about the topics and information they would like to see covered in your next piece.
Your best blog writing tip: brevity works for both of us
Keep it short. Smaller articles also free up your own time. Brevity is just as good for your readers as it is for your own busy schedule.