By posting interesting blogs, articles or vlogs that suit your organisation, you not only generate extra traffic to your website, but also present yourself as an expert within the market. Which makes your product increasingly interesting.
However, it is important not to completely focus your content on your product. You will write to show you’re an expert within your field, and not to sell your product. Don’t make it a (hidden) advertisement! Always put your target group first. What would they like to read?
Remember that if you want your blog or article to be actually read and shared by your target group, you should not only be up-to-date and informative. Make people happy, use emotion and surprise them!
But how do you do this? How do you determine your topic and how to make your text attractive? The trick is first of all to find out what is going on in your field. About which topics are there no blogs written yet? About what topic would you like to read a blog? Which blogs catch your attention online? Find that one thing your target audience is or could be interested in.
Of course it is useful if you have experience with Content Writing, or at least have good writing skills. But do not overthink this: just try it! Once you have a suitable topic and you do your research, you will enough information to write a decent blog that fits your target group. Of course you should also consider the attractiveness of the text: come up with an attractive headline, ensure a logical structure and last but not least: make sure there are no spelling mistakes.
In addition, make sure you know which point you want to make. With this goal in mind, your text will always improve. Finally: allow multiple people to look at your text. Let a colleague edit your text and critically assess the content.
When writing longer articles, or so-called whitepapers, it is mainly the intention to show how you or your organisation thins about a certain topic. Which strategy or tactics do you depend on and why? The tone of these kinds of texts are often more formal. The interesting thing about a well-written whitepaper is that it is harder for the target group to ignore than a blog. Whitepapers are often seen as more valuable and thus provide extra reinforcement of your position as a knowledge leader within the market.
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Rosa Marijnen
Recruitment Marketing Specialist
Yoores Recruitment Solutions
Empower your recruitment
