Is your creativity fizzling rather than sizzling?
Hate that feeling.
Your creative spark can be an elusive thing. You can be on a roll, writing like there’s no tomorrow with ideas flowing all over the place.
Or, creative ideas are non-existent and you’re just…uninspired.
This can be especially true when it comes to writing a blog post.
It’s easy to fall into a formulaic routine, without thinking of how to approach it in a different, super creative way.
I’ve got your back and I’m going to help you re-light that creative spark with some gripping blog post examples.
IS BEING CREATIVE TRULY WORTH THE EFFORT?
Readers just want information, right?
They do want a ton of value from a blog post. They want to learn and have their problems solved.
But they also want to be entertained.
Think about it: if you actually enjoy reading a blog post, you’re more likely to come back for more.
Not only that, but creativity is eye-catching. It’s estimated that the average human being is hit with between 4,000 and 10,000 digital touchpoints per day.
This flurry of information causes us to filter out information we don’t want or need.
So how do you stay eye-catchingly different and deliver value to your readers?
Let’s take a look at some creative blog post examples to turn heads and keep them switched onto your content.
THE MAGIC OF STORYTELLING
Ah, the ancient art of stories.
They have the power to grip people’s imaginations and reel your audience in.
Storytelling is a word that’s bandied around a fair bit in the marketing world, but often, it’s not used to its full potential.
Your blog post intro needs to keep people reading. Simple as that. And there’s nothing better than a relatable story to do that job.
Take a look at this blog post example from my agency – The Creative Copywriter’s – blog.
WHY IT WORKS
- The blog post opens with the onomatopoeic sound of the phone ringing, which commands the attention of the reader. When our phones ring, we instantly think ‘who is calling?’ and this curiosity is replicated here.
- We then find out it’s Santa calling, which injects humour into the story. The reader wants to read on to find out what Santa has to say for himself.
- We introduce the point of the blog post early, so the reader knows what to expect. It’s important to do this so the reader can match their expectations and not get too lost in the story.
The trick with storytelling is to use your intuition.
You have to strike the right balance between enticing the reader with a story that’s going to grip them and losing them because you ramble.
It’s something I see time and time again with blog post storytelling. And knowing when to stop the ramble isn’t the easiest thing to judge.
Think to yourself – and be objective – would I get bored when reading this story?
If the answer is ‘yes’, or even ‘I don’t know’, you need to re-evaluate and get straight to the point.
THE ONE-LINER STORY
Here’s the thing, stories don’t have to meander.
Look at this:
‘“Why don’t you trust me?” The woman messaged her two boyfriends.’
That is a one-liner story. It doesn’t have a beginning and end, however, it gets the point across quickly and the reader can deduce a lot from just those eleven words.
So let’s put it into commercial terms for a second.
‘“Why doesn’t my landing page convert?” The copywriter asked, as he wrote his 167th bullet point.’
You see where I’m going with this. You can always find a short, snappy one-liner that easily conveys the message in a relatable, intriguing way.
But it’s true that a gripping intro story can’t stand alone. In order to pique interest in the first place, a blog post needs…
A SUPER CREATIVE HEADLINE
Headlines are a seriously important part of a blog post recipe.
They pique your reader’s curiosity and leave them wanting to find out more.
First impressions count and there’s no better way to make a good one than with a catchy blog post title.
There are some surefire ways to do this:
1. The Curiosity Gap
This is a handy technique that’s used to draw readers in. It’s used across the full copywriting spectrum, but it’s even more effective when creating a juicy headline.
As humans, we want resolution. In fact, we’re pretty nosy.
How does this headline make you feel?
You need to know what the moments are, right?
That’s because the moments that you’ll ‘never get over’ are hinted at, but not revealed.
And this creates the need for a resolution in our minds. Our curiosity is well and truly piqued.
BUT – make sure that you don’t cross over the line from The Curiosity Gap into annoying clickbait.
The biggest way to do this is through expectation matching. Your blog post content has to actually live up to the title. Otherwise, you’re going to leave your readers feeling underwhelmed and they will switch off from your content forever.
So if you use The Curiosity Gap, make sure you deliver on the content.
Here’s another example from Wordstream:
Notice how the open-ended question begs to be answered.
You want to know the answer so will read through to make sure you get it.
NOTE: There’s a fine art to using questions in your copy in an effective way. If you go too overboard, it can risk sounding artificial and annoying. Remember you want to write like you speak as much as possible to make sure it’s relatable.
So if you’re going for a question in your header, make sure you don’t ask another one immediately after. Otherwise, you risk getting into 2 year old ‘why?’ territory.
2. Hit ‘em with controversy
Controversy is always attention-grabbing.
Check out this blog post headline from Next Shark.
It’s pretty intriguing to think why Steve Jobs wouldn’t let his children use iPads.
It’s a bold statement that is almost irresistible.
The important thing to remember here is that your content must match up to the headline. If you start off with a strong headline like this and then don’t deliver on the content, the reader will simply switch off straight away.
Notice how the blog post nicely ties in with the header:
It doesn’t leave the reader hanging and they get their answer.
3. Get specific
Specificity is an important angle to take with blog post titles (and one that is often forgotten).
Readers are wiser these days. Not only that, but they’re exposed to a ton of content daily, often with similar titles.
To stand out, you need to get specific.
Take a look at this blog post title from Neil Patel:
Neil could have written ‘Easy Ways to Improve Your Conversion Rate’.
But that wouldn’t have had as much impact as knowing that we can improve it by 50% in one day.
That specificity is alluring and gives the reader more reason to click through. The battle for content is real and with many similar blog posts out there, specificity could be the road you need to get more readers.
And this leads us nicely onto…
A WINNING HOOK OPENER
You’ve enticed your reader to open the blog post.
And once they’ve clicked through, it’s your job to keep them there.
Your opener needs a hook. An angle that’s going to make sure they’re locked into what you’re saying.
Take a look at this blog post intro from Copyblogger:
Firstly, who doesn’t love Pulp Fiction?
And secondly, notice how the writer uses that to leverage the audience’s attention. They present an analogy that marries together a much-loved cult classic with copywriting techniques.
The reader wants to know what Pulp Fiction has to do with copywriting.
They already feel a sense of connection to the film and under the surface are already thinking that they will like what is about to be revealed.
Amazingly gripping title aside, opening with a question as if the post is mid-story is seriously effective.
It’s conversational in style and the ‘where were we?’ prompts the reader to think they were already engaged.
It’s a highly effective way to hook the reader in and keep them wanting more.
The descriptive wording also helps to set a humorous scene that is easily imagined.
‘Tap-water sandwich-fuelled retirement’ is an incredibly creative way of evoking a less than savoury image of retirement. Therefore the reader wants to avoid that at all costs, so will read on.
Descriptive language and imagery are always going to add a bit of flavour to your creative copywriting.
Use metaphors, analogies, similes and idioms to make your copy tap dance and sing (see what I did there?)
Just don’t overuse them, or your copy will end up in a riddle-like state where your reader won’t be able to understand a word.
You don’t want them to have to decipher what you’re writing.
Clarity is always key, after all.
USE OF IMAGERY
Pictures, videos, GIFs, infographics: they can all be used to spice up your blog posts.
As humans, we like to read things that are digestible and varied. And (ahem) sometimes copywriting can be supported by enticing imagery.
Block text is reserved for novels, not blog posts that are designed to offer valuable information.
This blog post example about using images in your blog posts gives a great example.
So why does it work?
It’s eye-catching for one thing. An image breaks up the page and offers the chance to set the scene even further and inject a bit of humour if you feel so inclined.
Making your blog post stand out is half the battle and images offer the perfect chance to do this.
Take a peek at this infographic post for some ideas.
The great thing about using an infographic (or multiple) in a blog post is that it breaks it up nicely for the reader.
An infographic can display the vital stats and information they need in a beautifully visual way.
Remember with an infographic post that you still need to use copywriting techniques in an engaging way, as the images aren’t a substitute for good writing.
Here are some tips:
- Use short, snappy copy focusing on the benefits
- Weave in stats that are compelling, not underwhelming
- Use images that support the point you’re making, not confuse it
Overall, just keep it simple.
Final thoughts on these blog post examples
The trick with blog posts is to always put yourself in the shoes of your reader.
What is their timescale like? How long do they have to read your post? What is truly going to grip them?
It’s likely that they don’t have much time at all, so your blog post needs to catch their attention from the get-go with a creative header. Then it needs to hook them in with a powerful opener using storytelling or analogies.
Then you can put a fire under your post with images that are geared towards entertainment, ease of information – or both.
Remember, you always want to be offering value in your posts, but with the perfect mix of creativity thrown in for good measure.
And offering true value comes from understanding your audience really, really well. It’s important not to get caught in the trap of assumption.
Get to know your audience. Talk to them. Ask them questions about what they would like to know more about.
This way, you can start to craft posts that your audience will be dying to read. You’ll build readership and have a blog that is the envy of your industry.
It’s a competitive digital world out there, so use your blog as a tool against the competition.
Now that your creative spark is well and truly lit – get creating (and valuable)!
Just make sure you reignite the spark when it starts to fizzle.
Hero photo by nine koepfer on Unsplash