To shape your content, you must find a post and writing style that fits the target audience of your organization. You can also use different post formats that are very successful on the Internet, such as:
- Lists: “The 9 best digital marketing blogs for nonprofits.”
- Practical information: “How to organize a children’s activity”.
- Definitions: “What is a content curator?”
- Infographics: “Situation of the Mediterranean Sea and actors involved”.
- News: “A new study shows that homeless people …”
- Third party articles. Posts signed by relevant people in your field.
- Thoughts from world leaders: “What does Barack Obama think about …”
As we’ve mentioned, the title and introduction are two key pieces of your post: they should hook the reader. I recommend that after having all the content written, spend some time rethinking the title and introduction to make them more attractive. It’s essential that they generate empathy, trust and arouse curiosity. You can approach it in different ways: telling a story, being empathetic, using humor, raising an interesting fact or statistic, raising an unknown or a paradox…
It is also important that you describe the purpose of your publication and explain how it will solve a need that the reader may be experiencing. This will make the reader feel alluded by the publication: that he/she perceives that it is intended for him/her and that it will help him/her.
Review the extent and structure of the information. Sometimes posts can have a large amount of content. For this reason, it is necessary to subdivide it into sections, introduce internal titles and design highlights that are presented with a differentiated graphic from the rest of the text. Creating an internal structure of your content is very important so that readers do not get discouraged midway.
Now we almost have it, just three more steps
Accompany the text with the appropriate photographs or graphic elements. Use these elements to lighten the weight of the text and help to structure the information. The quality of the graphic elements that accompany your content has a great impact on the perception of the reader and the opinion that is generated about your blog. According to statistics, content with relevant images receives 94% more views than content without relevant images.
At the end of each post, try to insert a call to action with what you propose the reader to do next: subscribe to the blog, download content, sign up for a webinar or event, comment on the post, read a related article, etc.
Visitors who read the post and respond to the CTA, link to your organization and increase your database of related audiences. But the CTA is also a valuable resource for the person who reads your content: they can access more content similar to what they have already read.
For example, let’s imagine a post about “Tips for healthy, easy and cheap cooking for a large family”. It would be easy to extend the research and writing work to make a small guide on the matter. In this way, at the end of the publication we could introduce a CTA that allows readers to download the guide after leaving us their contact information.
Optimize your content for SEO. I recommend that you install the Yoast SEO plugin (a small program added to WordPress), which will guide and help you with this topic. It is not necessary to obsess over keywords, or write bizarre texts to add them, but it is highly recommended to take this issue into account to increase the generation of traffic to your organization’s blog.
A blog can help you to build brand awareness, make your organization a benchmark for your target audience, attract donors, and increase conversions. Follow the advice we offer you in this post to start publishing and improving your blog. Surely, with work and love, it will pay off. And remember that the effort must be honest; that you need offer something significant to your target, whatever it costs; and that you should not focus on quantity, but on quality: when one person of your target visits your blog, you have to make a good and deep impression on it.