Most marketers know that consistently publishing high quality blog content is a crucial ingredient in any robust marketing strategy. However, if your budget is stretched-to-snapping, you’re time poor and you don’t have copywriting resources in-house, it can be difficult to stick to this intention.
Luckily, if you get the basics of what a good blog post looks like right, curating valuable blog content is much easier to pump out. In this article, we’ll give you the information and necessary tools you need to succeed in the blogging world.
1. Clear plan
A crystal clear content plan is the secret weapon in any well-seasoned copywriter’s arsenal. Before you dare putting pen to paper, it’s crucial that you map out the key components of your blog. What is the topic? Who is the audience? What is your key point? What is the keyword you are targeting? How many words will the post be? What internal and external links will you include? What is the CTA? You need to make sure that you have all these questions answered, and documented in a place you can refer back to at any point while writing to keep you on track.
2. Clear point
Secondly, you need to make sure you have a clear, interesting angle to bring to the table. Without one, there’s simply no point producing blog content in the first place. You’ll just be adding to the saturated web space, and get lost there. If there’s no answer to “why are you writing this blog post?” except, to benefit your business or boost SEO value, you’ve immediately put yourself on the backfoot.
3. Clear audience
Thirdly, you need to know, understand and write for your target audience. With this in mind, make sure the content, language, tone, style and imagery are all reflective of and catered to this audience. Focus on communicating with and providing value to this audience and you can’t go wrong.
To illustrate the point further: imagine your scrolling LinkedIn feed. You see an ad promoting a new blog post. In the title, your exact job title is called out and a problem you’re facing is immediately highlighted. With this approach, you’re much more likely to read the full blog if it’s designed FOR you. There’s plenty of Linkedin ad examples to help you with this.
4. Clear SEO value
The buzzword of the copywriting world – SEO – is crucial to consider in planning and writing your blog content. Any good blog post is SEO-optimised and keyword-conscious. Before you start writing, do your keyword research and decide on the terms / phrases that make the most sense to target – taking into consideration both search vol and competition. Then do some research into the competitors that are ranking for this term and the kind of content they have created to do so. Then continue to refer back to and insert this keyword throughout your work (along with any longtail keywords).
5. Clear CTA
Finally, and very importantly, you need to have a clear CTA to round out and wrap up your post. This is a crucial feature of any high-ranking blog. Once your prospect has finished reading, and throughout the piece, you need to have a clear next action you want them to take.
Voila! 5 key features of an effective, KPI-smashing blog post. Take these into your toolbox, etch them on your mind when writing and you’ll be able to create impactful blogs, consistently, everytime. Go out into the blogging universe and slay!
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