How to Make the Perfect Blog Post for Businesses
What does the perfect blog post for a business look like? Sure, I’d like to think it’s any of the posts you’ll find on my freelancing site (I’m not biased), there are some hard and fast rules to creating blog posts for your business. While there are a great number of reasons, like showcasing your industry know-how, you want to craft your posts with your marketing strategy in mind.
There are seven key elements you can include in your blog posts to make your marketing strategy a lot easier.
1. Create an SEO-researched headline and subheadings
It’s no good quickly scrabbling together a headline that simply sums up your piece. You want to make sure it’s attention-grabbing for both your readers and the robots skimming over your posts. Because only 20% of your visitors are going to read past your headline, you’ll want to write one that:
- Summarises your post
- Accurately advertises the content in your piece
- Is intriguing
Your headline is going to be the first part of your post that your readers will see on social media sites, and it’ll be emblazoned across the top of your post. It’s the initial introductionthat you want to nail to ensure your readers will want to continue on.
Certain gimmicks, like asking your audience a question, creating click-bait-like headlines (i.e. ‘ … and you won’t believe what happened next!’), or leading with an unusual fact can help attract attention.
Co-schedule has a great headline analyser you can use for free to craft your perfect blog headline. It guides you through the length of your headline, the emotive language you use in it, and provides you with a score so you can easily compare the effectiveness of each headline you write.
2. Write an engaging post
What makes an engaging post? This is a tricky, and very, very subjective question.
Engaging writing demands a reaction from your audience. It could be questions, praise, or even argument.
And argument isn’t necessarily a bad thing.
For example, I wrote this polarising blog post, and ended up with the highest increase of views I had ever experienced!
So consider these things when you’re writing your next blog post:
- Address something that is topical.
- Vary the length of your sentences - alternate between short, average and longer syntax.
- Edit to make your writing punchy - verbosity is the enemy. Keep in mind, one of the most commonly overused words in the English language is the word ‘that’. You’ll find you can delete it about 80% of the time you’ve used it.
- Make your writing conversational. Don’t be afraid to use contractions.
- Be consistent with your punctuation - I’m a fan of the Oxford comma, but not everyone likes it as much as I do.
- Use anecdotes, allusions and alliteration to make your writing interesting.
- Write in a way that keeps your audience reading - try to avoid giving away all of the answers immediately in your first paragraph.
- Prove your credibility by finding, and linking to, reputable facts to back up your writing.
- Spell check is your best friend.
- Aim for at least a minimum of 800 words so your posts have substance.
Engaging blogs requires both rigorous writing, editing and research approaches. If you can compose your posts with that in mind, you’ll create great pieces again and again.
3. Include images related to your post
This may seem like an obvious point, but you’d be surprised how many bloggers include images that are a little on the obscure side. This is where you can really invest in your clichés. If you’re writing about romantic relationships, then an image of a heart will work well. Or, if you’ve got a piece about ideas and inspiration, then use a picture of a lightbulb. Babies and storks go hand in hand.
You get the idea.
GIFs and memes are a great way to tap into Internet culture, but you may have to review them down the track since trends online move pretty quickly.
4. Make sure to add a ‘pinnable’ image
Pinterest is a gold mine for blog views. Think of it as a visually-based search engine for websites.
Because Pinterest places so much emphasis on pretty pictures, you’ll want to include an image in your blog post that is optimised, or suits, the Pinterest aesthetic. If a reader ‘pins’, or links their Pinterest profile, to your post - the first thing any of their followers see on Pinterest is an image from your blog.
That pinned image can be the difference between someone deciding to visit your website, or skipping past it.
Usually a Pinterest-optimised image will include the following:
- A portrait layout: the longer the image, the more it will stand out on Pinterest
- About 80% text, displaying the headline of the blog post and a logo, and/or website address
- A spread of inanimate objects, known as flat lays, or faceless images
- Consistent branding
As much as it seems like an almost inconsequential detail, including a pinnable image should be part of your marketing strategy. There’s no point writing blog posts unless you plan to promote them afterward!
5. Insert a standardised sidebar
Your sidebar is a sneaky, but effective, addition to any blog post. It enables you to connect with readers who may be visiting your site for the first time, and invites them to explore your site. Which, let’s face it, should be one of your main goals now that you’ve gotten a reader to your website.
Sidebars can include:
- An ‘About’ section
- A search bar
- A subscribe button, to build your mailing list
- Social media follow and share links
- A list of related posts
- Recent promotions or campaigns you are running for your business
This list is not exhaustive, but it gives you somewhere to start. The key thing is to ensure you do have a sidebar, as it provides context to who you are, what your business is, and where your viewers should put their eyeballs next.
6. Finish with a call to action
Let’s not beat around the bush: if you’re blogging for your business, you’re doing so because you want to make money. After all, what kind of a business would you be if you weren’t focused on creating revenue?
That is why a call to action is so important - it’s a sentence or two that tells your audience to direct their attention somewhere specific. It could be letting them know about products you sell, or courses you run, the possibilities are endless.
It can also be effective to thread calls to action throughout your blog posts. Someone who is excellent at consistently offering calls to action throughout her content is online influencer Melyssa Griffin - it may be worth reading some of her posts to see how she does it.
7. And don’t forget you need a comments section
What’s the point in creating an engaging blog post is no-one can react to it on your own website? Having your own platform for hosting your readers’ comments means that you can also moderate the conversation effectively, and personally connect with your audience as well.
In summary - your perfect blog post is going to complement your overall marketing strategy. You can set yourself up for success by including these in your blog posts for your business:
- SEO-tested heading and subheading
- Engaging post
- Images related to your post
- Pinnable image
- Thoughtful sidebar
- A call to action
- A comments section
How do blog posts fit into your marketing strategy? Let us know in the comments below!
Freelance copywriter for hire
Hello, I’m Aisling, your friendly B2B and B2C writer from Imagine Copy! When I’m not fine-tuning my black belt prowess on an exotic island, I spend lots of time on the internet scouring new marketing techniques. You can hire me by getting in touch here.