For any business that regularly publishes blog content, one of the biggest challenges is knowing how to end each blog post. Writing a good introduction is hard enough, but crafting a satisfactory conclusion can be even more difficult. Unfortunately, this leads to many blog owners rushing the ending - or worse - abandoning the conclusion entirely.
While it can be tricky, writing a strong conclusion is crucial in terms of audience engagement and the reputation of your brand. If you need some inspiration, below are nine simple ways to end any blog post more effectively.
Readers won't always remember every point you've made, so the end of a blog post is a great place to reemphasize your key messages. In any summary, list the main points of your article, but go further if possible by bringing out fresh information.
Include a Clear Call-to-Action (CTA)
Every blog post should have a clear purpose. What do you want visitors to do after they finish reading? Whether you want them to read another post, sign up to your email list, or direct them toward a product landing page, a CTA is essential. CTAs are a simple way to help you achieve more of your marketing goals by nudging readers in the right direction.
Ask One Question
Using a conversational tone is an effective way to build trust and boost audience engagement. One of the easiest ways to do this is by asking a question at the end of a blog post. It shows that you empathize with your audience and are interested in their views on a particular topic. Try to only ask one simple question. This way, your readers are more likely to focus on the question and reply in your comments section.
Promote a Product or Service
If you've written a blog post on how to achieve certain goals, use the end of the post to let readers know about one of your related products or services. With informative and educational posts, readers accept the occasional promotional message at the end of a post, as long as it's not too heavy handed.
Link to Related Content
When readers finish your post, you want to keep them engaged with your content. One way to do this is to provide links to other related blog posts on your site. Most readers will appreciate the guidance, as they might want to learn more about a certain topic. You could also insert links to trusted third-party resources, which may help to boost your search engine rankings.
Preview Upcoming Content
What about future content? If you have a content schedule mapped out for weeks in advance, you should know what blog posts are in the pipeline. This is a great opportunity to give teasers about upcoming content. For example: "Next week, we're going to take a closer look at..." It's a simple way to keep readers coming back for more and it can even boost email subscriptions.
Use a Cliffhanger
This is similar to the last point, but there's a subtle difference in that it's less specific. For example: "Stay tuned for more on this topic. We have some ideas that you won't want to miss." It's one of the most effective ways to generate curiosity.
Ask Your Audience What They Want
The end of any blog post is a good place to ask for audience feedback. What kinds of content do they enjoy? Is your content good enough? What do they want to learn more about? By asking readers what they want from you, you'll be in a much better position to plan your future content and keep your audience engaged going forward.
Challenge Your Readers
Finally, if you're writing an instructional or educational post, tell readers what they should do next. How do they apply your advice to their own projects or problems? For example, end your post by explaining how your tips can benefit readers, and then give them a task to help them get started.
Over to You
Whatever your marketing goals, ending a blog post properly can help to build trust with your audience and encourage readers to:
• Share your content.
• Leave a comment.
• Read your other blog posts.
• Subscribe to your blog or email list.
• Visit a landing page.
• Become a first-time or repeat customer.
How you choose to end a blog post is up to you, but a good place to start is with one of the suggestions outlined here. Whether you summarize, inspire action, encourage exploration, tantalize your audience, or ask for feedback, you need to do something to enhance every blog post. Ultimately, it depends on your short and long-term marketing goals, but every blog post - and every reader - deserves a solid conclusion.