How to write a compelling blog post

Keep it easy to read, know your audience, make it compelling, connect emotionally and don't forget to ask.

How to write a compelling blog post
Have you ever felt stuck with lots of good thoughts about what to write, but the words any just not getting to the keyboard?

When planning to write a blog post consider using a content preparation framework. AIDA is a content preparation framework and can be well worth considering when preparing content.

Using AIDA you can guide your audience through attention, interest, desire and action steps as follows:

  • Start with ATTENTION - is about quickly attracting your audience's attention via an eye-catching headline or image that asks a question, makes a statement or offers something that you know your audience will be interested in. Focus on who you are most likely to persuade. Know your audience.
  • Then make it of INTEREST - present information that will continue to interest your "hooked" reader. Focus on key features and benefits. Deepen the connection with proof. As required use research and data to show that you understand as you build your story. Stay focused on your audience's needs and point of view. Use simple language that is easy to understand. Make it compelling.
  • Connect emotionally with DESIRE - persuade your potential customer that this is something that they will be personally interested in and that they do not want to miss out on. Anticipate any possible objections, tell an irresistible story and make sure you tell them why in a way they will understand.
  • Don't forget to ask with a call to ACTION - this is where it’s time to close the deal and ask your potential customer to do something with a strong call to action. Make it easy, emphasise the results of taking action, anticipate any post-purchase anxieties, make it no-obligation and eliminate the risk.

Not sure if AIDA will work for you - next time you read a blog post or watch a commercial keep an eye out to see if they are using AIDA to help tell you the story.

Interested in comments

Do you use a plan or content preparation framework when writing content?


Get news and updates from influencerTips to help you connect with digital marketing.