Content is king. So, if you're trying to sell your product you might want to start writing/blogging. As always: easier said then done because writing isn't everybody's thing. In this blog, I've laid down a simple structure to help guide you through the process in 5 pretty simple steps.
Blogging can make all the difference when trying to attract traffic towards your website. It has the potential to increase your SEO and rank higher in search engine results and thus get visitors to your website. Keep in mind that to realise this you'll have to create content that answers questions that potential customers are looking for.
A fairly easy-going type of blog for people aren't Mr. A to Z, is the list-based blog. By writing a blog like this you create a piece of content that's well-structured and thus easy to read for your visitors. For instance, you could use it to:
line up 5 awesome facts about technology transfer
summarize the top 10 noteworthy events in life science
create a short history of drug development
explain how to write an easy blog in 5 steps
So let's get to it!
Step 1: The topic
First, make sure that your topic relates to your company or product/service because otherwise you'll be doing a lot of writing to attract visitors that have little worth to you. It shouldn't be a surprise that if you produce antibodies for a living, you should focus on topics that show your expertise regarding aspects like formulation, stability, cell line selection and culturing, and purification. And most of all, try to find something that will have an added value to your readers.
Second, try to be very specific when you're selecting your blog's topic. Really specific. Keep in mind that this blog should be answering someone's question and in the Life Sciences industry people usually have pretty specific questions. To get a better understanding just google long-tail-keyword. Or, if you want to try it for yourself, open another browser window and google for shoes. How many results? I got over 2 billion results which doesn't really help. But let's say we add some specifics like gold, wings, adidas and the possibility to order online... I think I just found my new shoes. Of course this example is exagerating but long-tail-keywords will really help you to attract the right people.
Step 2A: The Title
After securing your topic you probably have in mind what you want to write about and you want to take that thought and turn it into something a little more concrete. Try to create a working title that covers what your blog's take-away message is going to be. Keep in mind that a working title means that it doens't have to be finished yet. In fact, you can turn it around all you want later (as long as it still covers the message).
Step 3: The Intro
The introduction is about why. Mostly, why should your reader continue to read.
In these first lines you'll have to convince a visitor that they've come to the right place and that you'll be sharing knowledge or experience that can use. They need to be assured that you're going to answer the questions they have. All this needs to happen in the short attention span that we're all blessed with so:
Keep it short
Don't use weak words
Try to play on emotion or humor
Ask a question
Use some structure (example: two lines on the topic , 2 on why it's important, and an enticing line/question) to stimulate your reader to carry on reading)
Step 4: The Middle
In the main piece of your blog you get to show readers why you are their go-to guy (or girl) if they want to know something about this specific topic. In a list-based blog this is where you define the points you want to make or explain where each of these items acn follow a structure just about the same as the blog: header, explain why it's important,Each item could look like this:
#. Item header
You should explain a bit about your header's situation/background.
Then continue with why it matters.
And then, name how you can solve it, use it to your benefit, what you can use it for (depends on the purpose of your blog)
Add an example that speaks to the imagination & throughout your blog you can add 1-2 external links
In general, it is important to keep in mind when writing the blog that it should read as a dialogue and certainly not as a scientific article for example.
There is generally room for some humour and interpretation in a blog.
Also, try to distribute the amount of text over the different components equally.
Step 5: The ending
When you're finishing up your blog, make sure to write a proper wrap-up of the key learnings and try summarizing them. You can even go as far as to include a little checklist for your readers they can use to get to work like this.
So to start writing your first lsit-based blog try to follow this checklist:
Title - How To Solve The Biggest Writing Problems With Blogs
Intro (150 words) - Make clear what the added value to the reader is to read the blog.
Points 1 to 5 (750 words) Describe here at the various points what and why something matters then how the reader could handle it.
Exit (100 words) - Try to summarise the points again and give a message or a look at the future.
If you're experiencing writer's block feel free to have a little discussion with me over email.