Several times this week I have been asked about blogging, in particular, how to write a good blog post. It seems as though my inquiring bloggers are suffering from Goldilocks Syndrome – some people thought their posts were too long, others too short. Some people thought their posts were too formal, others too casual. I’ve compiled this short version of my Blogging 101 guide to break down the anatomy of a post to help you become a better blogger.
- Get their attention with a killer title: The title of your blog post has a lot of work to do. It must capture the reader’s attention, describe your blog post, and include keywords related to the post. Make sure your blog post title uses descriptive words, includes the subject of the post, and sounds inviting to your readers.
- Write informative content: Like a good journalist your blog post should cover the Who, What, When, Where, Why, and How. Whether you are writing about an event you attended, a new book, or a new product, give your readers as much useful information as you can. Remember, your readers probably weren’t at the event, they may not have read the book, and they may not have used that product. Clue them in. Also, having names, dates, etc., will serve the dual purpose of using keywords in your post which will help you in the search engines.
- Don’t sound like a legal document: This is very important – write as you speak. When was the last time you were having a casual conversation with a friend and they used phrases like “pertinent information” or “it’s imperative that…”? Unless you hang out with lawyers, most likely never. Don’t talk to your readers as if you are conversing with a colleague or utilizing your Word of the Day calendar. (See what I mean?) Use your voice, be conversational, be engaging, be you.
- Bold important info: As I mentioned in a previous post about writing effective sales copy, the attention span of web surfer is notoriously short. (A recent study showed only 1 in 6 subjects read web pages linearly, sentence by sentence!) Bold important information so that even if your readers only skim your blog post they get the important details.
- Include links: Use links as often as you can in your blog posts because it gives your readers additional information on what you are writing about. If you mention a person, link their name to their website. If you mention a magazine article, link to that article. Linking gives your blog post relevance in the search engines in addition to further educating your readers.
- Edit, edit, edit: As a general rule I suggest keeping a blog post under 500 words. Setting a reasonable length to your blog posts benefits both you and your readers. First, you’re likely to blog more often if it doesn’t seem like a huge task. Second, if you write clear and to the point your post has a better chance of being read in its entirety. (When was the last time you read an entire 14 page New Yorker article online? Seriously.)
What’s the secret to writing a good blog post? Serve a purpose.
People read blogs because they are looking to be educated or entertained, sometimes both. Ideally your blog post should read as a light, informative conversation between you and your readers. Following these basic rules will help you become a better blogger and attract loyal readers.
I design websites, blogs, and develop social media campaigns for creative professionals who want increase their online visibility, promote their latest projects, and attract new creative opportunities.