About 2 million blog post pieces are published every day. You probably have heard how paramount blogging is the key to successful marketing. Without a blog, your search engine optimization (SEO) is going to tank, you won’t have anything to promote on social media, you won’t have any clout with your customers and leads, and you will have fewer pages to place those precious CTAs which produce inbound leads. Is there anything left to say?
Therefore, why do almost all marketers have a list of excuses for why they cannot blog on a consistent basis? Perhaps because, unless you are one of the very few folks who like to write, business blogging sort of sucks. You must find keywords, string them all together into sentences, and where do you even begin? Well, the time for excuses is now over. Let’s go over what comprises a fantastic blog post:
News Jacking Posts
With all of this blogging how-to, pretty much anyone should be able to blog so long as they know the topic they are writing on. Plus, since you are an authority in your industry, there is no longer any excuse to not sit down each day and create an amazing blog post.
Understand your audience
Before writing, it is important that have a good understanding of your core audience. What will your target audience be curious about? What will resonate with them? It’s the part where developing your buyer personas will come in handy. Think about what you know about your buyer personas and their interests when you are brainstorming subject for the blog post.
For example, if your readers comprise millennials who want to begin their start-up, you potentially do not offer them information on getting started up with social media, because most of them already know how to do that. However, provide millennials details on how to change their approach to social media from a personal, more casual tone to a more networking-focused, business-savvy approach. That tweak differentiates you from blogging on general topics to the subjects your audience wants to hear.
Begin with a working title and topic
Before even writing anything down, you must choose subject matter for the blog post. The subject may be general at first. For instance, if you are a plumber, you may think you want to create content on leaking faucets. Then you may come up with two different titles — different ways of approaching that subject matter to assist you in focusing on the writing. For instance, you may determine to narrow the subject to “Common Causes of Leaking Faucets,” or “Tools for Repairing Leaking Faucets.” Working titles are specific and are going to guide the post so you can begin to create content.
Write a captivating introduction
First, it’s important to grab the reader’s attention right out of the gate. If you lose your reader in the first couple of sentences of your introduction, they’ll stop reading before they have given the post a fair shot. It is possible to accomplish this in a variety of ways: tell a joke or story, be empathetic, or you might grip your reader with interesting statistics or facts.
Then, describe the purpose of your post and explain how it will address a problem your reader might be experiencing. It will provide your audience a reason to read further and offer them a connection to how it will help them improve their lives/work.
Organize the content
Blog posts sometimes might have an overwhelming quantity of information, for the writer and the reader. The secret includes organizing the information, so the audience isn’t intimidated by the amount or length of content. The organization may take several forms: lists, sections, tips, whatever is most appropriate.
Let us take a look at the post, “How to Use Instagram: An In-Depth Look at Instagram Strategies.” There’s a ton of content in this blog post; therefore, we broke it down into different parts using these headers: “How to Use Instagram for Business” and “How to Set Up your Instagram.” Then, those sections are separated further into sub-sections which to go into more details and additionally make all of the content simpler to sift through.
So you can accomplish this step, all you have to do is outline the post. This way, before you write, you will know what points you should write about, and the best order to do it.
The next action to take is to write the content. We could not forget about that.
Now, you have your outline; fill in the blanks. Use the outline to guide you and be certain to expand on all your points as necessary. Write on what you know, and if you need to, conduct extra research to collect more examples, information, and data that back up your points, and make sure you provide the proper attributions as you incorporate outside sources.
Proofread/edit the post
You are close to being done. The process of editing is a critical aspect of blogging that you should not overlook. Ask one of your grammar-conscious co-workers to proofread and edit the post.
When prepared to check the formatting, keep the below piece of advice in mind:
Be sure you select a relevant and visually appealing picture for the blog, because social platforms treat content that has photos more prominently, visuals are more responsible now than ever for the success of a company’s blog content on social media. In fact, it has been proven that text that has relevant photos receives 94 percent more views than text that does not contain relevant photos.
No one enjoys an unsightly post. And it isn’t just images that make a blog post visually attractive, it is the post’s organization and formatting.
In a visually appealing and properly formatted post, you see that sub-headers and headers break big blocks of text up, and these headers are consistent.
Screenshots always should have a defined, similar border so they do not look like they are floating in space. That style should remain consistent from one blog post to another.
The maintenance of that consistency will make the content appear more professional and will make it easier on the eyes.
Tags are public-facing, specific keywords which describe a post. Additionally, they permit the reader to look for more content within the same category on the blog. Avoid adding a long list of them to every post. Instead, place a little thought into your tagging strategy. Imagine them as “categories” or “topics,” and select 10 to 20 tags which represent all of the main subjects you need to cover on the blog. Then stick with those.
End with a CTA (call-to-action)
At the end of each post, there should be a call-to-action showing what action the audience should take next: download an eBook, subscribe to your blog, register for an event or webinar, read an associated article, etc. Usually, you think about the call-to-action being beneficial for a marketer. Your readers visit your post, they will click on the call-to-action, and ultimately you will generate a lead. However, your CTA also is a precious resource for the individual reading the content, use the call-to-actions to provide more content similar to the blog post they finished reading.
Optimize for on-page search engine optimization
After you end the writing process, return and optimize the post for SEO.
Do not obsess on how many keywords you should include. If there are chances to incorporate keywords you are targeting, and it will not impact reader experience, just do it. If it’s possible to make the URL more keyword-friendly and shorter, then go for it. However, do not stuff keywords or shoot for a random keyword density, because Google is smarter than that!
Here is a reminder of what you should be on the lookout for:
A Meta description is the description under the blog post’s page title on the search results pages of Google. Meta descriptions offer searchers a summary of the blog before they click it. Ideally, they’re between 150 to 160 characters and begin with a verb, like “Discover,” “Read,” or “Learn.” While they no longer factor into the search engine’s keyword ranking algorithm, Meta descriptions do offer searchers a snapshot into what they get by reading the blog and might assist in improving your search’s clickthrough rate.
Headers and Page Title
Most blogging software uses your blog title as the page title, which includes the most vital on-page search engine optimization aspect at your disposal. However, if you have followed our formula, you already should have a working title which naturally will include keywords/keyword phrases your audience is curious about. Do not over-complicate it by attempting to fit keywords where they do not belong. With that said, if there are opportunities to add in keywords you are targeting to your headers and post title, you should take them. Attempt to keep the headlines short, under 65 characters, ideally, so they don’t get truncated in the search engine results.
These are the words which link to one other page, either on your website or on some other website. Carefully choose what keywords you have a desire to link to other web pages on your website because the search engines will take that into account as you are ranking your web page for specific keywords.
It also is critical that you consider what pages you link to. Think about linking to web pages you want to rank well for that specific keyword. You might wind up getting it ranked on the search engine’s first page of results rather than of Google’s second page.
With all mobile devices accounting for almost two out of every three minutes spent on the internet, having a site which is responsive or made for mobile has become increasingly important. Besides ensuring that your website’s visitors, which include visitors to your blog, blog, have the best experience, optimizing for mobile will score your site some search engine optimization points.
Back in the year 2015, the search engine Google changed its algorithm that penalizes websites that are not mobile-optimized. In May 2016, the search engine launched their second version of their mobile-friendly algorithm update and created a sense of urgency for those who haven’t updated their sites.
Choose a catchy title
Finally, it is time to spice up your working title. Thankfully, we have a formula for creating catchy titles which will grab your reader’s attention. Here is what you should consider:
- Begin with a working title.
- When you edit the title, remember that it is important to keep the title clear and accurate.
- Then, you can work on making the title sexy, whether it is through alliteration, strong language, or some other literary tactic.
- If possible, optimize for search engine optimization by sneaking a few keywords (only if it is natural).
- Last, check if it is possible to shorten it. No one enjoys an overwhelming, long title, and keep in mind, the search engines prefer 65 characters or fewer before it truncates it upon its SERPs (search engine results pages).
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