BLOGS ARE DEAD! Why should I care?
Good point because most of the focus these days is on Instagram, YouTube or whatever the latest social media platform happens to be. But I ask you to think for a minute about who controls those platforms? If you’ve gone in hard on InstaStories, but the algorithm changes tomorrow, where does that leave you?
Instead, create your content on your home base (your blog or whatever you want to call it) then repurpose it into the latest social media craze. Ready to start?
Here are a few quick pointers:
The all-important headline…THE essential piece in your closet. A quick scan of a headline is the deciding factor of whether someone will or will not click on your article.
Let’s take this post for example. I went through several headlines before I landed on this one. The first one I typed into my headline analyzer was: How to Write a Blog Post. Can you see how this headline is generic and would not connect with an audience? There’re no power words or market identified.
Why is “Don’t Hold Back Your Activewear Blog” a more powerful example? It identifies an audience and who doesn’t love a challenge?
The art of writing headlines will take time, but there are some great resources out there to get you started.
- Portent’s Content Idea Generator insert your keyword (for example leggings), and you will get a fresh and humorous headline
- Magazines.com Go ahead steal some headline styles from the experts. One tip to keep these headlines looking new is to go to a publication that doesn’t target the activewear client. The Economist is a good start.
A word of caution: these are just tools. Use them to learn the art of writing headlines but then take it and make it your own. Next, let’s dive deeper into the ensemble.
Yep, you’ve still got to do your homework!
Don’t just tell your audience you have the best leggings ever stitched. You have to prove it. The proof can come from interviewing your charismatic CEO or sharing customer reviews.
Check out how Fabletics crafted a post using reviews to sing their praises.
Doesn’t that quote from Ashley make you want to click and buy that sweatshirt? It certainly holds more weight than any words crafted from the Fabletics Marketing department.
Now that your content is fully outfitted let’s find some friends.
Stop for a minute and ask yourself, why are you blogging?
The top response is you want your brand to show up in search. All hail the mighty Google. Want to improve your search ranking? Start inserting links into your posts.
Lolë is a modern activewear company based out of Montreal. Their blog is an excellent example of how to put this to use.
Some of these links are to external sites and some link back to other content from their blog. There are arguments for using both types of links, but I won’t go into that here. Simply insert a link where it seems to be natural in your post.
And for the finishing touch…
Imagine you are in the market for a new pair of running shoes. You visit two different stores. In the first store, you manage to find the shoe department and stare at a large display of shoes on the wall. In the second store you are immediately greeted by a running expert that asks you a few questions then selects two pairs of shoes for you to try.
It’s a no brainer that you are going to make a beeline to store #2 next time you are in the market for running shoes. They took the time to get to know you and offered a product to fit your specific needs.
Want an example?
The collaboration between Misty Copeland and Under Armor is an excellent model of how to connect to your audience.
Under Armour is calling out to those strong athletes unafraid to break the mold. Wallflowers need not apply.
Now that you have some fresh pieces in your wardrobe get out there and make those blogs shine. Comment below and let me know how it works for you.