In our last blog we discussed the questions that need to be asked before you start blog writing. This helps you to get a concept of who your audience are, and why you are writing the blog so you can scope your target.  If you haven’t read it yet, head to ‘6 Tips to banishing boring blog content’, and come back here! In this blog we look at the techniques that should be used throughout your content, and how you can advertise the blog once completed.

4 part approach

Create a title and opening paragraph that grabs your audience. Alliteration works well when you want to stand out from the crowd, as shown in the title of this blog.

Think of the structure as a 4 part approach, an example is shown below:

  1. Obvious question: Are you sat at your desk right now?
  2. Answer: It’s no surprise that two hours of desk sitting puts you in a slump. Make a stand. Literally.
  3. Back up with another question: You’re slumping, aren’t you?
  4. Paragraph: John had never thought about buying office furniture until his office manager was off sick with a bad back…


Asking questions ensures the reader is taking part and answering themselves. The paragraph that leads into the main body of the text must tell a story, to make the reader feel a level of personal connection.

The details

Keywords are essential to blogs not only to make sentences sound more appealing, but for Search Engine Optimisation (SEO). Tailoring SEO can help your website get to the top of Google which makes it a key marketing tactic. For example, if you are describing a desk you could use words such as robust, durable, luxurious, and hard wearing to bring the reader in and entice them.

Displaying a ‘Call to Action’ invites your readers to interact with you. For example you could put at the end of the blog ‘I hope you found this blog interesting. Whatever is on your mind we’d love to hear from you!’ Alternatively, drive your readers to a relevant landing page to raise awareness of key services.

Communication Continuum

Not going straight in for the sell is key to blog writing and engaging your audience. Bring across your expertise on a specialist subject area, and give away free knowledge, input and good customer service to build trust and loyalty.

Here is the decision making process a prospect goes through –

  • Awareness: the consumer becomes aware of the brand from advertising
  • Interest: the consumer becomes interested about the aspects of the brand and the benefits
  • Evaluation: the consumer weighs up the pros and cons of the brand
  • Desire: the consumer develops a connection with the brand
  • Action: the consumer makes a purchase


A prospect comes into play just before ‘Awareness’ kicks in; whereas existing customers are placed between interest and evaluation. Have this process in the back of your mind when writing your next blog!

Finally, how to promote blogs

You’ve put all that hard work into writing; it would be a shame if no one read your words. Promoting blogs can be achieved via a number of different channels. Start off by uploading your work to your website. You can then share this link on different social media channels to drive traffic back to your website. By using relevant, targeted hashtags on social, you will have a higher chance of more engagement and interaction. Infographics, are a great way to show a snapshot of statistics from the blog, and therefore will make the reader what to learn more.


Office Friendly specialise in writing blogs for the B2B market. If you would like help in creating blogs that stand out to your customers, call us today on 0114 256 6300 for more information. Alternatively, see how else our marketing team can help here!