Break it up with subheadings
Most people don't read on the web, they scan. Break your content up with subheadings that summarise the few sentences below.
Just like your blog heading should tell people what it is all about, your subheading should do the same for the paragraph of text it describes. By doing this, the few seconds of attention that your post gets from most people will be enough time to communicate the whole thing in just a few sentences.
Use short sentences and paragraphs
It doesn't matter if you write 300 words or 3000, if you have large blocks of text or lengthy sentences, lots of people will skip them. Make sentences compact and easy to read just like your headings. Keep paragraphs to a few sentences that quickly communicate a message.
Then move on.
Write for your ideal customer
Don't write for you (unless your ideal customer is just like you). Write with the intention of it being read by your ideal customer.
It's not important to cover lots of ground, but to keep the interest of the person you really want to take notice. That way, it's more likely that they will take further action.
Make a point
The last thing you want is for someone to read your blog post, and get to the end without having a clue what you were trying to tell them. Know what your point is before you start writing and stick to it. If you start to stray from your intended message, take what you've written and save it for another day.
By communicating a clear message, people are also likely to come back and read again when they have a related question in their mind later.
Include relevant images
Including images to break up text and provide some visual stimulation is a no-brainer. But if it's not relevant to the post, or even the paragraph it is next to, it can confuse or distract from your message.
A good way to decide whether an image is actually relevant or not, is to try to write a caption for it. If how you would describe the picture has nothing to do with the content of your post, find another image, or just don't use one at all.
Provide facts and stats
Provide references and statistical figures to back up your statements. This makes things more convincing and also gives some immediate value for people to take away, making your post more memorable.
That is why infographics are so popular - they are presented as a series of apparent facts, usually backed up by figures, and they're also visual. You may not have the resources to create infographics, but at least you can present your content with some of the same intention.
Quote stand-out sentences
If you think a sentence or clause is particularly note-worthy, emphasise it with a block quote or make it bold. It may be the only sentence that someone was interested in, but if it doesn't stand out, they might never end up reading it.
"...if it doesn't stand out, they might never end up reading it."
This will likely attract more people to read beyond your subheadings.
Make it easy to share
As well as some way for people to share the entire post, make specific sections and quotes shareable. There may be one bit that really resonates with a reader that they'll want to share there and then.
This also gives the same piece of content the opportunity to be shared with lots of different key messages. You might even benefit from lots of your own data about what people are most interested in.
If you make people look for your regular share button, it may just be too much effort and they might not bother.
Once you think you're ready to publish, leave your post for a little bit. Come back after thinking about something else and read it with a fresh set of eyes.
Even better, get another person to read it. Whether they know the subject or not, they'll tell you if it makes sense and often find mistakes you wouldn't.
Check spelling and grammar
If somebody actually bothers to read your well thought out content, make sure your spelling is and grammar is flawless. The slightest mistake could distract the reader, or even worse, turn them off completely.
Use a tool like Grammarly to check your spelling and grammar. It integrates with lots of software so wherever you are typing you'll never miss a typo again.
This will ensure that you still capture the attention of people with little time. Provide a clear summary that will encourage people to save it for later. It should provide a quick overview of your main pint or points.
This could be a list or a short paragraph.
Have a single call to action
Have one thing in mind that you want the reader take away, or do after reading your post. This should be something that again, you want your most valuable potential customer to do. And it should be relevant to the article they've just read.
If you have more than one option for the reader, they are less likely to pick either. You should pick the most obvious one, and write another post specific to any others you have in mind.
Have a single message and single outcome in mind for your post. Only worry about writing for the person you really want to take action.
Break it up into easy to consume pieces. Use subheadings, quotes, lists, facts and images to reiterate your message in different forms.
And finally, check what you've written to ensure it makes sense.
If you're reading this soon after I first published it, you might notice that I haven't followed all of my own tips. If you want to know why, or if you want help with writing, structuring, presenting or just checking your own blog posts, send a message via the form in the footer.