Designing Blog Content For Comments
Posted in Copywriting by Rory on 27th of November, 2011
For many businesses whose websites are undergoing search engine optimisation, a blog will usually be suggested as a feature of the search marketing strategy. Running a blog means that content is regularly updated which causes the search engines to more frequently index a website as well as offering a platform for a company to display their industry expertise. However, one part of a blog that is often disregarded is the comments section. The comments section of a blog can allow blog users to interact directly with a company and ask any questions they may have regarding the subject matter of the blog. This presents a great opportunity for a business to interact directly with their clients, similarly to how Twitter is used by some companies in their social media marketing campaigns. It also creates the opportunity to include some additional 'long-tail' content on the webpage because obviously the issues raised in the comments will reflect the subject of the blog and keywords may recur. There are several ways to go about writing blog content to generate comment and discussion – and perhaps one of the most obvious is adopt a point of view that is against the mainstream. This will generate contention and is most likely to encourage readers to produce their own opinions at your blog. This might in-turn encourage others to participate in a debate, or simply make other readers more comfortable about leaving a comment. Another tactic that can be employed to generate comments on a blog is to build empathy with a readership. Produce a piece of writing that is rich with personality and not stuffy, corporate and seemingly void of emotion. If you can trigger some kind of emotional reaction in the reader, then they are much more likely to comment than if the blog is insipid and charmless. This is one of the more obvious solutions – but simply write content that people are going to find helpful. Don't produce platitudes that have already been repeated within the online community countless times before, but be original, creative, witty and engaging and show your visitors that the real reason you wrote the article was to help them. Even if the comments generated by a blog are no more than simple thank you's, it instantly shows to other site visitors that the content has value and is therefore more likely to be valuable to them. This makes them more likely to read it, and to share it making the blog a potentially valuable link building tool. SEO Copywriting can be a technically difficult discipline due to the balance that must be struck between writing search engine friendly material and content that website visitors will enjoy. If you have any questions about the search engine optimisation services we offer at SEO Consult, then please feel free to contact us via our website.