“And they all lived happily ever after. The end.”
Unless you’re a descendant of the Brothers Grimm, it’s unlikely the above will serve as an ending to your blog post.
But throwaway endings continue to be used by writers lacking that final surge of inspiration.
Why? Because endings are hard.
Luckily, that’s where we come in. Here at Paragraft, our blog content is always created with two primary goals in mind: to demonstrate EAT (expertise, authority and trust) and to engage our readers.
And that continues right down to the final word, meaning our conclusions need to be as valuable and engaging as the body text they follow.
Put simply, we know a thing or two about this. Allow us to demonstrate 4 super-effective techniques for creating blog post endings that pack a punch.
Why complicate things?
Summaries are perhaps the most common way to end a blog post for a reason: they work.
If you’re a seasoned writer, you’ll be painfully aware that readers’ attention spans are short. By concluding your blog post with a summary, you have the opportunity to reinforce your main points for these forgetful, inattentive readers.
It’s also a super-effective way to make sure even those pesky skim readers get their money’s worth. Like it or not, that content you worked tirelessly to create probably isn’t being read in its entirety. In fact, a mammoth 43% of people admit to skimming blog posts - the truth hurts, huh?
By succinctly summarising the main takeaways of your post, you’re ensuring every reader - regardless of their behaviours and preferences - is able to quickly source value from your content. The purpose of your summary should always be to provide value by reasserting the most important points.
But make sure to conclude rather than simply reiterating. Yes, your summary should drive home the main takeaways from your content, but there needs to be an element of finality to help you tie the piece together.
Create this sense of finality by drawing conclusions from your points. If you’ve stated that X means Y, what can we deduce from this? This demonstrative approach, paired with a zero tolerance approach to fluff, will create a powerful blog post ending that engages readers, half-readers and non-readers in equal measure.
Ask a question
The most engaging blog content encourages conversation.
“But blog posts are a one-way street”, we hear you say. And sure, you’re not going to be able to replicate the back and forth of everyday conversation.
But you do have options.
Option A: encourage a metaphorical conversation. Find the perfect balance of information and empathy to demonstrate that you understand your reader’s perspective, then steer them towards that view, an alternative view or a solution. This encourages internal reflection.
Option B: encourage an actual conversation. Actively promote engagement by utilising comment sections where readers can respond and react.
Whichever route you take, you need something to ignite your conversation. In the immortal words of Bruce Springsteen, you can’t start a fire without a spark.
This is where questions come in.
Using a question to end your blog post is one of the most effective ways to engage because it allows you to directly address your reader.
The type of question you ask depends on which of the above approaches you take. Option A encourages the reader to look inward. Steer readers towards a specific perspective and evoke an emotional response by phrasing your questions in a way that makes your stance abundantly clear: "is this the best we can do?", "haven't we done enough?", "shouldn't something be done?".
Option B, on the other hand, is a little more upfront. Ask a question - ideally one that can be answered with A or B - then directly encourage your readers to reply: “Do you agree? Why not let us know why in the comments?”.
Use a call-to-action
That brings us onto good ol’ calls-to-action, or CTAs for lovers of content marketing and acronyms.
If you’ve ever gotten to the end of a blog post and thought “now what?”, an effective CTA solves this problem by giving you the answer to that question.
There’s more to an effective call-to-action than first meets the eye - and you can learn more about that here - but the overarching purpose is to inspire readers to take further action.
The form this action will take depends on your content goals, so be sure to keep these aims in mind when constructing your call to action:
- Driving sales - don’t beat around the bush. Tell readers what to buy, how to buy and where to buy: “Buy online with [insert brand name] today.”
- Educating - do you have additional relevant content? Tell readers what it is and where to find it: “You can learn more about [insert topic] by checking out our dedicated guide over on our blog.”
- Community building - build relationships by encouraging participation. Tell readers how to get involved and make them feel heard: “We’d love to hear how our customers are enjoying [insert product or service]. Let us know in the comments!”
And don’t forget to embed a relevant link within your call to action. That’s How To Write A Blog Post 101.
“It was all a dream”
We’re joking. Please don’t.
And so we come to the ending of this blog post. It’s time to find out if this writer is all talk, no action. Ooooo the pressure. *Drum roll please*
Finding that perfect ending to a blog post is no easy feat. Whether you’re looking for a satisfying resolution, a conversation-starter or a specific action, a skilful grasp of content techniques is non-negotiable.
Would you rather leave it to the professionals? Get in touch with Paragraft now to find out how we can help you find your grand finale today.