We've talked at length aboutthe potential of blogs to help a business engage with leads and gain visibility, which makes them popular assets for many to invest in. Many bloggers like to write without boundaries and tend to believe they’re the pirates of the writing world. Yet if you intend for your blog to be read, there are a few rules to help.
When I first started at Campaign Creators and given the responsibility to create blog posts, I was handed a checklist. This checklist gave me straightforward “rules to blog by” according to today’s SEO standards, inbound marketing strategies, and the modern consumer's short attention span.
Coming from the perspective of someone who had never written specifically for the Internet, this was a lifesaver. I knew how to write, but not how to blog. Although blogging still relies on unique and useful content, there are quite a few technical aspects to consider before publishing. Details that many writers and bloggers might overlook can make the difference of people actually reading your work.
Planning for a blog post is very different than a news article or PR piece and can be a bit awkward for novice bloggers like myself. Your keyword is often the basis of the post and must be considered throughout the writing process. Including a certain word or phrase 4 times for every 100 words takes some planning, yet will be worth it in the end.
Content pillars based on keyword categories help organize and optimize your library of blog content further down the line. You can read more about these here!
The layout of a blog post can also be a speed bump for those new to web writing. In order to accommodate the shrinking attention span of most readers, the structure must be eye-catching and easy to skim. Using very short paragraphs, bullet lists, pictures, and bold or colored typeface keeps people reading.
The technical rules can be the strangest part for someone who’s never formally learned how to blog. Aspects such as meta descriptions, meta keywords, SEO titles, backlinking, CTAs and keyword tags are essential to having your blog found. These are quick and easy steps but should not be overlooked if you wish to improve your SEO.
Blogging is one of the best ways to increase organic traffic to your website. Using inbound marketing tactics can be an honest and inexpensive way to garner loyal customers and supporters. Provide the consumer with something useful and they will respect and trust your brand that much more.
This short checklist provides some suggestions on how to blog that will improve the SEO and readability. Whether you’re new to blogging yourself or training new employees how to blog for a business, this checklist can make your job much easier. We’ll definitely continue to use this to teach our employees and clients how to blog and we hope you can spread the word!
This blog post is part of “Your Definitive Guide to Lead Generation” blog series.