Create a plan and structure for every post.
• Who would be interested in is this article? Remember you probably have many target buyers.
• What value will it give them? All content has to have a perceived value to the reader otherwise they will just leave.
• What do you want readers to do after finished reading? A call to action will tell visitors what to do next.
Keeping this structure in mind will keep you focused on the intention of each post.
• Write the sub-headings
• Write the opening paragraph
• Write each paragraph
• Write the key points as a summary
Easily the most important part of a post is the headline.
It is the reason your post will get read. Just scan any newspaper, and you will see why.
• Write several versions of the headline and choose the best. Good headlines might:
• Promise benefits
• Mention a problem and entice the reader with the solution
• Use numbers
Some writers start with the headline first. These headlines set the stage for content.
• How to
• Warnings
• Secrets
A headline that is too clever or ironic could be a turn-off.
The opening paragraph needs to be as engaging as your headline. It’s what keeps audience attention and convinces them to read on.
All great blog posts engage readers with valuable, useful content.
The substance is almost anything that involves your time and effort. The material might include primary research, interviews, stories, analysis and it is always a showcase for your expertise.
Graphics get attention and can tell a story.
Visuals keep the visitor on your site longer that increases the opportunity to turn them into a lead. According to Nielsen research, “people only read 28% of the words in a blog post” Visuals such as infographics can tell a complicated story in an easily digestible quick read.
Make it easy for readers to share your content by having social sharing buttons on every post.
Encourage readers to share your article should be part of your call to action. Rephrase the CTA a bit different each time, so it gets attention.
- Other calls to action might include:
• Leave a comment – builds interaction and dialog.
• Download a PDF – this might be a case study or a how-to article that demonstrates your expertise. Of course, these should all be branded and include your contact information.
• Read a related article – preferably this would link to a related subject on your website.
• Sign up to receive your newsletter – make sure the content is useful while demonstrating expertise.
• Subscribe to your blog – this alerts them to new content.
• Contact you or get in touch – always include your phone number. Encourage visitors to use your contact for email is another way to add to your email list.
We bet most of you know the powerful value of a blog for search engine optimization and marketing your business. If you haven’t been able to get off the ground with blog marketing we have a blog training course that will launch you confidently into the blogosphere (yes that is a real word). Call us at 954.257.7066
