Whether blogging can change business is no longer up for debate. We’ve reached a point where most businesses understand the importance of a consistent blog, but what exactly does it take for successful content? It’s a whole different blog game.
Sometimes it seems that the secret of blogging is more hidden than most well-kept secrets. Since blogging is all about sharing information, we’re here to spread the fuse. Our marketing agency has been creating engaging blog posts for a wide variety of clients for over a decade. Through this, we have discovered what is vital for a successful blog, whatever trending topic it covers, and we have refined the strategy into a very clear formula. Here are our five essential elements of a blog post:
1. A catchy title
A striking title could be the most important words you write for your blog post. This is often the deciding factor in whether someone clicks on your link compared to others who appear in a Google search. While the phrase “Never judge a book by its cover” might be a good tip, most people will judge a blog post by its title.
When creating a title, here are some questions to consider:
• Will it spark the reader’s interest?
• Will the reader want to know more?
• Does it stand out?
• Does it answer a specific question for your readers?
When it comes to length, research has shown that sometimes longer can be better. For optimal Facebook engagement, HubSpot has found 12- and 14-word headlines to be the place to be. (Full disclosure: We’re a HubSpot agency partner.) That said, it’s not an exact science – it’s experimentation until you find what clicks with your audience.
For example, we found that 10-14 word headlines for our liquor licensing client worked best with their target audience. In fact, longer titles resulted in almost double the number of page views than similar blog posts with just six word titles.
While the ideal headline length will vary depending on your buyer personality, ultimately, according to HubSpot, it’s best to keep the headline under 70 characters to ensure it doesn’t get cut off when it appears. in search engine results.
2. A clear meta description
If you don’t have a marketing team or are just starting to integrate blogging into your strategy, creating a meta description can seem daunting. A meta description summarizes the content of your blog post and appears below your title on a search results page. A clear meta description provides the searcher with succinct details about your post.
To make sure your meta description does its job properly, follow these guidelines when writing it:
• Keep it under 160 characters.
• Use keywords that relate to your business and the topic of your blog post.
• Provide a brief description of the information the reader will obtain.
• Do not use coarse words or overly descriptive adjectives.
• Do not include promotional messages.
For meta descriptions, simplicity is often the best.
3. Engaging subtitles
Strategic and engaging captions are a key part of a blog post. They divide paragraphs of text to make the content easier to follow, effectively communicate important information, and grab the reader’s attention. Captions are the perfect opportunity to keep the reader engaged with the message while helping them navigate to important sections.
In particular, if you are writing a complicated or technical article, multiple captions can significantly help your audience grasp the concepts.
4. Useful and relevant body copy
There are usually three reasons someone visits your blog: to answer a question, to help them make a decision, or to get more information on an important topic. This means that it is essential that your blog post contains useful content that meets these needs. Otherwise, the reader is unlikely to read much beyond your engaging headline.
For the content we write for an economic development organization, we always include valuable information about the specific industries that reside and operate in the region. For example, rather than simply writing about industry trends relevant to these businesses in the region, we include specific statistics and takeaways like the percentage of skilled workers seeking employment in these industries. and information on local tax laws that impact these businesses. These specific facts provide the reader with not only relevant information that they can use to adjust or improve their operations, but also shareable and engaging content. This approach resulted in a 90% increase in new visitor traffic to the economic development agency’s blog over a six-month period.
Remember: On average, people spend 37 seconds reading content marketing articles, which some blog posts are considered to be. If during this time a reader does not find any useful information, they are likely to move on even more quickly.
5. A strong call to action
If a reader has reached the end of your blog post, don’t waste the opportunity to encourage them to take a favorite action. This could be a simple request such as “Stay tuned to our blog” or something more specific, such as asking them to subscribe to your email newsletter. If appropriate, your call to action may also allow the reader to download an interesting offer or schedule a demo of your product or service. The important thing to keep in mind with your call to action is to tailor it to the specific blog post. What you ask the reader to do should make sense based on what they have just learned.
We performed A / B testing with two different calls to action for one of our clients to determine if readers preferred an infographic related specifically to the topic of the blog or a company fact sheet. We found that the infographic’s download link had a 6.5% higher click-through rate, which found that readers were more likely to download content relevant to the topic they were looking for.
The bottom line
Understanding everything that goes into creating a blog post takes time, but if you can successfully incorporate these essentials, you’ll likely be on your way to increasing your website traffic and engaging with your target audience. at a high level.