What’s the first thing that makes you navigate away from a blog post? Is it the font, the boxy text, or the tone? Do you notice an error right away? Is it not what you thought it would be? Your readers might have some of the same impressions, and this can result in poor ROI for your content marketing efforts.
So what’s the “secret sauce,” you ask? While many businesses are still trying to master the art of the blog post, there is a scientific approach. Let’s travel back in time to high school science and review anatomy – of the perfect blog post, that is.
Headline
Some would call the headline your “one and only” shot at getting a viewer to read your blog post. Unfortunately, they’re right (no pressure). But don’t fret; take a look at these tips to craft the perfect attention-grabbing headline.
- Always Make a Promise - How will reading a blog improve your reader’s life or solve a problem?
- Don’t Ramble - It’s generally accepted that headlines between 60 and 100 characters long perform better than headlines outside of this range.
- Appeal to Emotion - Sometimes using emotional headlines grabs enough attention to get a viewer to read your post. Just don’t forget to follow through on your promise with your content.
Introduction
A good introduction to a blog is not the same as writing introductions in high school essays. This section of your blog should be no more than 4-5 sentences and should inspire your reader to keep reading. Think of it this way – you’re saving your best content for later. An introduction should simply convey why reading this particular blog is so important.
Image
When blogs were first becoming popular, a written text would suffice for most readers. Now, as blogging has progressed and the amount of content on the internet has grown exponentially, businesses need to work harder to earn readers. Including an image somewhere near the beginning of your post will pique reader interest and encourage them to read on.
Sub-Header
Think of a sub-header as a short description of what your next section will discuss. If you’re writing a blog on social media marketing, your sub-headers might include “Facebook Marketing ROI” or “Twitter Engagement Facts.” It simply gives the reader a quick preview of what’s to come.
Awesome Content
Here is where your brand can really shine – as long as you know your goal. If the goal for your blog is to position your brand as an industry authority, try providing industry-related statistics in a way that is valuable to your audience. If you’re providing information or assistance regarding a topic, give helpful examples that your reader can relate to.
Call to Action
Before you dig in to the next section of content, add a soft call to action. If the content thus far is interesting to the reader, suggest they subscribe to your email newsletter or read a related post. Don’t assume that the first half of your content wasn’t good enough to lead a reader to take action – you never know unless you ask!
2nd Sub-Header
Unless you intend to use more than 2 sub-headers (which some readers enjoy), your second sub-header should introduce the end of your post. Confused? Good, it was a test. For example, if “Facebook Marketing ROI” was the first sub-header in your social media marketing post, your second might be “Tips for Increasing Facebook Marketing ROI” or “How Facebook Marketing Applies to You.” This gives your reader an indication that the post will be ending soon.
More Awesome Content
In this section, you’ll wrap up your idea and deliver on the promise your 2nd sub-header provided. Notice that this second section of content should still be “awesome.” Going strong throughout a post will lead the reader to get to the conclusion which is where all the magic happens.
Irresistible Call to Action
When wrapping up the perfect blog post, make sure to finish with an irresistible call to action. Do you want them to leave a comment, make a purchase, or contact you for more information? Now is the time to ask. If your reader has made it to the end of a post, reward them with the opportunity to connect with your brand further.
Don’t Forget to Add a Dash of Love
Most importantly, don’t forget to publish blog posts that your brand is clearly passionate about. If you’re not adding some love and excitement to it, readers will notice. Knowing that your brand is excited about a topic is infectious and leads readers to want to engage with your brand more often.
