Most business owners rate blogging as a top priority within
the context of their internet marketing plans. That’s because a healthy blog
can lead to a strong search engine ranking, a more engaged social following, and
increased credibility amongst buyers.
At the same time, most businesspeople don’t really enjoy
writing and posting blog articles all that much. This is partly because it
reminds them of the schoolwork they were assigned when they were younger, and
partly because they aren’t really sure what they’re trying to accomplish. In
other words, they don’t know what a blog post should look like, so it’s tough
for them to get started on one.
In the first case, we can tell you that writing never really
gets to be easy, but most business owners enjoy it more than they used to once
they get into the habit. It gives them a chance to express themselves and show
off their expertise. As to the second point, there isn’t really such a thing as
a perfect blog post, given that it’s all about the business you have and the
audience you want to attract. If you write something that is useful to readers,
then it can be “perfect” its own way.
When it comes to structure and formatting, though, the best
blog posts all share seven common traits…
Take a cue from magazine editors and give your blog post
titles that are timely and exciting. Appeal to a reader’s sense of curiosity.
No one is going to view your post unless you can convince them your ideas are
worth their time. That all starts with a compelling title that’s perfect for
your target audience.
#2 The Right
There are literally millions of stock images available for
use online at any given time, but only a handful of them will perfectly match
your topic, mood, and intent. Taking a few extra minutes to find the right
match is a good idea. We all tend to notice visuals before text, so use the
right picture to “sell” your blog post to readers.
#3 A Meta Description
That Invites Readers
If you are blogging regularly, many of your posts are going
to be found by readers who are searching for answers on Google. For that
reason, it’s imperative you have a strong meta description that convinces them
to click through to your page and read more.
Even when you pull someone in with the title of your blog
post in a great image and/or meta description, you haven’t necessarily convinced
them to read your thoughts. Your opening paragraph is massively important in
this regard. Make sure it introduces a topic your audience cares about and
promises that some solutions are going to be shared.
Given all of the hard work it takes to win readers for your
blog, you certainly don’t want to lose them unnecessarily. The easiest way to
scare off new viewers is with long blocks of unbroken text. Use subheadings,
charts, and other tools to make your ideas easy to scan and remember.
#6 A Final Call to
All of your blog posts should end with a quick call to
action. Invite readers to learn more, download a guide by sharing their email
address, or meet with your team. A blog post is only great if it helps your
business, so you should look to turn every article into a source of new leads
#7 Author Information
and Follow Up Links
While the primary goal of your blog post might be to drive
conversions, it should also help to position you as an expert in your field. To
that end, you want to end every article with a resource box that includes your
author bio, professional photo, and links to your social profiles.
As with everything else in life, practice makes perfect when
it comes to your marketing blog. So, keep these seven qualities in mind as you
put together your first few posts. In time, including these elements will
become second nature and you’ll be able to get a lot more from your blog than
Want to learn more about blogging, web design, search engine
optimization? Contact a member of our team today to set up a free consultation
and see what we can help.