How to write blogs that engage and inspire

Good thought leadership blogs and articles can demonstrate your value to potential customers, attract talent, build trust and reshape agendas. Here is our advice on creating articles that land with your audience.
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Blogs and articles are a cornerstone for establishing your knowledge and expertise. Over time, consistently publishing high-quality articles on your website or a social platform can boost your brand and set you apart from others in your field.

A well-crafted blog allows you to convey news, share expertise and build your reputation. But the art of blogging is not just about writing; it’s about creating a compelling narrative that resonates with your audience and aligns with your organisation’s goals.

Drawing on our experience writing and editing blogs for executives from various organisations, here are three pieces of advice on creating articles that land with your audience.

  1. Understand your reader. The best blogs start with a clear understanding of the target audience. Who are they? What are their needs and pain points? Tailoring your content to address these aspects ensures relevance and engagement, setting the groundwork for a thought leadership position in your industry.
  2. Read the room. Selecting the right topic is critical. Focus on news and value, asking yourself what new insights or information your article will offer. Consider the timeliness of your content – why is it important now? This strategic approach guarantees that your content is not just read but valued and shared.
  3. Spread the word. A blog’s success is also determined by its visibility. Use your website, social media platforms and other communication channels to distribute your content. Ensure your blogs support your broader publishing and marketing campaigns and that the messaging is consistent.

Great thought leadership delivers strong insights and ideas to solve people’s problems or to help them discover opportunities. You can encourage interaction by posing questions, inviting comments and facilitating discussions. Engagement goes beyond mere readership; it’s about creating a community around your content and expanding your blog’s reach and impact.

The right words can demonstrate your value to potential customers, attract talent, build trust and reshape agendas. Remember, successful blogging is not a one-time effort; it’s an ongoing journey of communication, engagement and adaptation.

Learn more: #Socialmediawriting: 10 tips for capturing attention

Recent examples of our work

Visa: creating partner content for the Financial Times in Asia. Read here.

Microsoft: employee stories and other compelling articles. Read here.

Deloitte: supporting blog about climate change for the World Economic Forum. Read here.

INSEAD: profiling Unilever ANZ CEO and her experiences. Read here.

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The right words to help you grow sales, deliver messages and meet your compliance needs.