In the last post, we talked about how important a regularly appearing blog post on your website can be. They help to drive traffic, increase brand awareness and generate new leads. Today we’re going to discuss how to write your blog posts. Here are a few pieces of advice that should help you to write better blog posts. They may even make the writing process itself a little easier.

The first step in writing your blog post is figuring out what to write about. Don’t get too overwhelmed trying to come up with a subject. Just think of the questions your clients most frequently ask. Chances are, someone else needs to know the answers, too. Next, think about subjects you want your client to be aware of they may not be, such as new services or products. You should also be reading the news of your industry on a regular basis. Your clients are likely to be interested in what your feelings are regarding these “hot button” issues.

The title and the image you choose for your post are two of the most important aspects. Research has shown that 80% of people never read further than the title when a blog post arrives in their feed. Your title should be catchy and engage the potential reader.

The image you choose should reinforce the overall theme of the post as well. If you’re posting a nutrition article you should probably accompany it with an image of healthy food or something else that relates to the post. If it’s pertinent, you should also consider adding a caption below your images. Recent research has shown that this will encourage a viewer’s eyes to look downward. A caption helps to keep the viewers’ attention on the page.

Before writing, it’s very important that you have a clear viewpoint on the subject matter. The people reading these posts want to know what you think about the data and how you think it should be incorporated into the products or services you supply. Your blog posts should answer their questions—not leave them with more (unless you plan to do a series or follow-up to answer those questions too!). Remember, YOU are an authority on this subject.

Although your viewpoint is paramount in your post, it’s always a good idea to use outside data. Quotes, testimonials, research data and the opinions of others in your field can all be used to support your own opinions. Including this type of data will also reinforce the fact that you are an authority on this subject and that your opinion matters.

Finally, blog posts should be easy to read. Make sure there are no spelling or punctuation errors. Try not to go overboard using italics or bold fonts. Keep your sentences and paragraphs concise and to the point. Your blog post will most likely be read by someone who only has a short amount of time to do so. Give them the information they want in a clear and entertaining manner and they are much more likely to read your future posts as well.