how to conclude a post
August 12, 2021

Like a story, a blog post has a beginning and an end. As a blogger, you'll understand the importance of concluding your post logically. No matter what the length or type of post, it needs a purposeful conclusion. Here are some tips on wrapping up your blog post that you should explore the next time you create content.

Summarize the Post/Write the Key Takeaways

Often used for long-form posts, summarization expresses essential points that you want readers to etch into their minds. It drives home the message in the post. It allows readers to skip to the end if they're short of time.

Tips for Writing a Summary Conclusion

If you had to condense your post into 200-300 words, which points would you include? 

What if you had five minutes to explain the gist of the post to someone verbally? 

Think about the heart of the message and the key takeaways. 

Conclude the Post with a Promotion

You could sign off with a promotional message. This approach can be effective, providing the post content has given something of value to readers.

Even if you already have affiliate links or other promotions in the body of the post, the conclusion is the perfect place to be more direct with promotions.

Here's an example of a direct promotional message as a concluding blog post paragraph

promotional summary

Source: https://blog.drumup.io/blog/the-biggest-trends-in-employee-advocacy-in-the-next-three-years/

Encourage Action 

The concluding paragraph can move readers to take action without explicitly telling them to do it. This can be a good approach for inspiring readers to do something - like trying the tips you suggested in the post.

Avoid using negative language. Use positive words and emphasize the benefits of taking those actions rather than the consequences of not taking them 🙂

Encourage Interaction

The good old 'leave your comments below' call is still relevant today. It helps you connect to your readers and your readers to one another. There's a lot of good stuff to learn in the comments section, which can benefit all readers who scroll through.

You get an idea of how your posts are resonating with your audience. You will know where you might improve, get ideas for new blog post topics, learn about a competitor, and much more.

blog comments

Another idea is to ask readers a specific question and ask them to reply in the comments below. Rather than a generic statement like 'what are your thoughts?', you could ask:

'How has x benefitted you?',

'What do you wish you could change about Y?'

Highlight Benefits

An informative post that offers advice or guidance can conclude with a list of benefits. If you tell a reader the 'what' of something, they will expect you to back it up with 'why.' 

Meaning, 

"Why should I take this advice or follow this guidance? What benefit will I get from doing so?"

If your post gives advice or guidance, the final paragraph can further reiterate how readers will benefit from following that advice. One way of doing this is to create a list of bullet points.

For example:

By improving your ability to have meaningful conversations, you will:

  • Build deeper connections with people
  • Have more productive meetings
  • Be authentic rather than perfect
  • Be able to convey empathy effectively
  • You're not adding new content, simply summarizing the benefits already discussed.

    The goal is to remind readers of those benefits as they finish reading your post. 

    You could end with a call to action if relevant. 

    For example, the list of highlighted benefits above could be followed with a link for a course or a book about learning how to have meaningful conversations.

    Share Additional Resources

    By adding links at the end of your post, you can provide further reading resources. 

    Even better, in a line or two, state why readers should read each of the resources. 

    For example:

    Recommended Further Reading

    How to Start a Conversation
    Learn to become a networking pro, get better results at job interviews, and much more.

    The Lost Art of Good Conversation
    Learn how to cut out the distractions and converse more mindfully.

    Ask Readers to Share Your Post

    But...

    Avoid making a direct appeal for all your posts. Save it for your best posts. This approach is also suitable for a post on a hot topic or a timely post on a significant event relevant to your blog. As the event will be fresh in your audience's minds, your post could attract social networking comments, likes, and shares.

    Don't forget to include social sharing buttons along with your request.

    social sharing icons

    Crowdsource Ideas

    Another way to spur interaction is to ask readers to suggest ideas for what they would like to read next. Your readers understand that you're trying to address their current problems or needs through your blog. 

    That said, avoid this approach on a new blog that doesn't yet have very much content. Use only after at least a few months of publishing content regularly and building a relationship with readers.

    When you crowdsource, ask readers why they have suggested a particular topic. The aim here is to stimulate more interaction. Also, always post an appropriate reply to every topic suggestion. If the topic is already covered in another post, share the link to that post in your reply.  

    Point Readers to Other Posts on Your Blog

    Once your blog has several published posts, it opens up the scope for cross-promoting posts. Cross-promoting is a simple yet effective way to encourage readers to spend a longer time on your site.

    Always be aware of relevancy and content when making post recommendations to readers.

    For example:

    Suppose you have a blog about affiliate marketing. In that case, you might have more than one post on the subject of the Amazon Associate program, which allows you to cross-promote those related posts in the conclusion.

    Here are some ideas:

    If you enjoyed reading this post, you might like 'title of the post.'

    Want to know more about how to choose the best smartwatches under $200? Check out 'title of the post.'

    For an in-depth look at 'main topic of the post,' put up your feet and grab a cuppa to immerse in my 3,000-word post on 'title of the post.'

    If you're writing a blog series, the concluding paragraph will direct readers to the next post or tell them that it's a work in progress, and the next part will be published soon. Of course, the post heading will also indicate a series (Ex: How to End Your Blog Post Effectively: Part 1).

    Give Something Away

    An old trick worthy of exploring, a giveaway at the end of your post can motivate visitors to become subscribers. 

    The offer should be enticing enough to encourage subscription or some action on the readers' part. 

    You could include a teaser in the introduction or near the beginning of the post.

    giveaway

    Think about how you would want readers to behave when they know there's something in it for them. Giveaways don't have to lead only to higher subscriber numbers. They can also be used to drive social media growth or sales of your own products and services.

    Promote Your Other Assets

    The concluding paragraph of your blog post can serve a different function: 

    Promoting another blog you've newly started/already have, a podcast you've recently published, a new video on YouTube, or a revamped Instagram page. 

    These other assets may not be directly related to the post topic, but that's not the point. The idea is to showcase the rest of your brand assets and your growth and influence. 

    Tell Them What's Coming Next

    This tactic can arouse curiosity and anticipation about your next post, particularly if you're tackling a topic that you've identified as a prime concern, need, or desire of your audience.

    A word of caution: avoid being casual about the tone and framing of the concluding sentences of your post!

    Simply saying 'stay tuned for more' won't cut it. Try to create suspense.

    For example:

    'We did a survey and were shocked by what we found. We're putting together everything in our upcoming post, which will be up soon.'

    Of course, for this strategy to work, you must deliver on the promise and give readers exactly what they're expecting to get 🙂

    Ready to Write a Winning Closing Paragraph for Your Blog Post?

    An effective post conclusion should be written while considering the other elements, such as the choice of topic, the headline, the opening paragraph, the content's tone, and the post's overall purpose.

    Before you write a conclusion, consider the following:

    What you're trying to achieve through the post. What is its purpose/goal?

    How framing the conclusion in a specific way might help you achieve the goal.

    Whether there is a better way to end the post.

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    Theo McArthur

    Theo McArthur has been blogging for more than 20years and has extensive experience with WordPress, content marketing, and affiliate marketing. In 2016 she launched the video training course, 'Blog for a Living', and has taught over 22,000 students how to set up their own successful blog


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