Writing blog content can certainly be challenging!
The worst is when you're actually on a blog writing roll, nearing the end of an article (yes, you're almost there!)...
And then - suddenly - you're at a loss for words.
It happens to the best of us. With almost 20 years of professional copy writing experience, even I sometimes struggle to come up with concise, strong, strategic conclusions.
But here's the good news: it doesn't have to take a lot of time or effort to write a superb blog ending.
In other words: writing a few closing paragraphs doesn't have to kill you.
With that in mind, here are a few tips to help you write a powerful blog conclusion - and live to see another day.
1. Provide a short list of takeaway tips
Above all else, your blog post needs to provide value to your readers. Thus, the benefit of including tips in all—if not most—of your articles.
The shorter your tips are, the more likely your readers will remember them.
2. Tell readers what to expect by following your advice
By focusing on benefits to your reader, you are further promoting the value of your article.
Just ensure you avoid hyperbole—for example, don't make outlandish claims that your readers will make millions simply by reading your article.
3. Tie the closing to the opening
If your headline or opening asked a rhetorical question at the beginning, sum up your post with the answer.
Or, if you began your article with a story, end with another part of the same story.
4. Acknowledge not everyone may agree
You don't need to go into great detail, but may wish to refer to the “other side” (or sides) of your argument - particularly if you're dealing with a sensitive subject. Acknowledging the existence of conflicting opinions shows readers that you have looked at the issue from all angles.
Then, end your post with a strong statement re-emphasizing your overall message(s).
5. Suggest an immediate action to take
Direct readers somewhere else for more information about you. For example, encourage them to:
read a related blog post,
attend an upcoming event on the topic,
download a white paper,
subscribe to an email list, or
simply contact you.
Do what you can to keep them on your website longer, and/or to engage with your brand.
6. Ask for opinions
This is a pretty obvious tip, but you should always encourage readers to share their thoughts in the comments section.
So here's my own conclusion...
(Yes, I realize how meta this moment is: I'm now at the part of my post where I'm writing a conclusion for an article about conclusions. First, I'm going to follow tip #1 and shortlist all my tips; then I'm going to apply #2, #5, and #6.)
You've come to the end of writing your article...now what do you do to write an amazing conclusion?
It's easy! All you need to do is apply one or more of the above tips:
provide quick takeaways,
relate to the opening,
acknowledge alternate opinions,
include a call-to-action, and/or
ask your readers for opinions.
In doing so, you strengthen the entire post you worked so hard on - and leave readers with a satisfied feeling for reading to the very last word.
Is it a chore every time you try writing blog content? Comment below, or contact me to discuss your needs!
"Ottawa writer for hire" Lindsey McCaffrey is an award-winning freelance writer, editor and content strategist for businesses and non-profit organizations. Learn more about Lindsey here.