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BroadVision Marketing Blog

Effective Concepts for Your Blog

Posted by Jaco Grobbelaar on Tue, Feb 07, 2012 @ 05:18 PM

Guest Blogger Carolyn Cohn

Your blog is for your business but it is also intended to grab the attention of your target audience, which is not such an easy thing to do. You need to write exciting and compelling content that captures their attention.

It doesn’t make any sense to spend a great deal of time on research, thought, and subsequently, writing your content if nobody but you actually reads it. In this day and age of technology, everyone is constantly being bombarded with vast amounts of content on every topic imaginable. So much content is being fed to people that they don’t know what to do with it on many occasions. If people read everything that came their way, they wouldn’t have time to do anything else in their professional or personal lives. With that concept in mind, it is very important that the content that you are writing and sharing with other people is so strong and compelling that it is constantly being kept at the top of the pile of important things to read.

A brilliant opening paragraph

The first thing that you need to consider is your opening paragraph. This paragraph is also called a teaser paragraph because it teases the reader just enough to want to continue reading. Remember, you only have three seconds to capture the attention of the reader enough for them to want to read on. So, you better make it really good. It is critical to your success as a content writer that you share content that is thought provoking and really grabs your readers. Considering that the first few sentences of your opening paragraph are the ones that will be picked up by the RSS feeds, they must really pop. When people scan an article, their eyes move across the page. That is why using bold type and bullet points or numbers is so effective. Once the reader’s eyes have moved across the page, they tend to look down the page as opposed to scanning subsequent lines horizontally.

Use emotion

Whatever your content is about, there must be an emotional element to it. People react with feelings. Knowing that, you need to make sure that you use keywords and key phrases that affect people emotionally. Whatever the reason other people have for taking an interest in your content, they definitely have a reason. Your main objective when it comes to relating to other people is to help them to solve their problems. If you can do that, you will not only be building meaningful, lasting relationships with them but you will also be gaining loyal clients at some point. If you use the most effective keywords and key phrases, there is a guarantee that you will touch your readers. It is also very important that you speak to your readers at a level that is comfortable for them. Don’t use big words merely because you feel that it makes you seem impressive. If you use words that they don’t understand, what good will it do for you? If you use simple, straightforward language and the concepts of what you are trying to say are ones that they can relate to, that is really the best approach to take.

WIIFM (What’s In It For Me)?

When other people read your content, they are spending the time to do that because they are looking for a solution to their problems. They aren’t interested in how great  you and your business are. They aren’t even too interested in what you have accomplished so far (in your business or otherwise). All they need from you is to help them make their problems go away. If you are considering writing something that you think is interesting but that doesn’t really benefit them in any way, it isn’t worth writing. People want to learn  from you and they want to be excited by what you are offering. If you want to maintain the relationship with them, give them something that they can walk away with. Strong relationships are ones where the two people trust each other and feel that the other is credible.

The presentation of  your content

There are several different approaches that you can use when it comes to capturing the interest of your readers. You can write from the perspective of vulnerability. This will show your readers that you are human, just like them. At the same time, you should always come up with a moral (or solution) to your story. This is the educational part for them. If you taught them something the first time that they read your content, the chances are great that they will keep learning from you. It is definitely worth their while to check it out each time. However you choose to present your content, it needs to touch them in some way and they need to feel that their lives have improved in some way because of it.


With the amount of information that is available online today, everyone must be choosy when it comes to deciding what to read (and write). You must write content that is valuable, engaging, and educational, and magnetic. Your content should never be about what you can gain personally. It should always be about how you can help the other person to benefit. Their needs are what come first. Remember that if they benefit, you will benefit as well.

About the Author.

Carolyn Cohn is the Chief Editor of CompuKol Communications LLC. Mrs. Cohn has a wealth of experience in business writing as well as having a strong editorial background. She manages all of the company’s writers, journalists and editors as well as writing, editing and publishing several business articles a week on a consistent basis, which are syndicated globally.

Mrs. Cohn has run several editorial departments for other companies. She has over 25 years of editorial experience and her expertise covers a wide range of media, such as online editing, and editing books, journal articles, abstracts, and promotional and educational materials.

Throughout her career, Mrs. Cohn has established and maintained strong relationships with professionals from a wide variety of companies. The principle that governs her work is that all words need to be edited.

Mrs. Cohn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.

Mrs. Cohn is a member of the American Medical Writers Association (AMWA).

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Topics: Business Blogging, Social Media, Business Owner

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