The backbone of a solid B2B content marketing strategy is content. Company blogs tend to be the hub for this content, featuring current news, trends, insights, and articles to showcase your expertise. But blog post can also become an archive of bad articles and poor content, which can ultimately do more harm than good.
There are some significant obstacles that make it difficult for your blog to stand out, such as a short attention span of readers. HubSpot reports that Internet readers have an attention span of about 8 seconds, and 60% of people don’t read over the headline and give blog post ideas.
Another big hurdle is competition. Statista reports that the number of bloggers in the US alone is expected to reach 31.7 million by 2020, up from 27.4 million in 2014.
The building blocks of a blog post
Perfectly structured blog post – opening, middle, and ending. But there are also certain factors that can help your post get above all the clutter. The most important of these factors is the title, followed by the featured image, the subheading, and the main body of the post.
- Headlines: The best headlines should clearly summarize your topic, be relatively short (though not always) and avoid provocative headlines (e.g. phrases like “Blow your mind!”) Avoid using too many punctuation and gimmicks like ALL FLIGHTS. Using headlines or capitalization in the subject line is up to you, but whatever you choose, make sure you are consistent with your format as nothing looks more sloppy then visit the blog and see different header formats for each post. While the length of a blog post title is subjective (in terms of perfection), HubSpot has done some internal research showing the ideal length is 60 characters and, for sharing purposes, from 8-12 words for Twitter and 12 to 14 words for Facebook.
- Featured Image: The featured image is the first image of your post that appears directly below the subject line. This is also the image that is typically displayed (though not always) when a post is shared on social media. You must have legal permission to edit and distribute any images you use – don’t just grab an image from Google’s image search (eg :). Websites like Pixlr, Pixabay and Unsplash all offer stunning, free-to-use photos and other images. Here’s an example of how a post from our blog appears when shared on Twitter:
- The body of your post: The body part of your blog post is the content itself, which should be well-written and with as few errors as possible. Try to avoid long blocks of text that can be difficult to read from mobile devices. Adding structure to your post using subheadings (which can also double as SEO factors) will help readers skim and people view the post from the smaller screen. Subheadings can also keep you organized and on topic. Start with one or two introductory paragraphs in the 100-150 word range and end with a brief conclusion that closely links your post to the title / topic.
How long should a blog post be?
HubSpot recommends that blog posts should be around 2,100 words, while Medium found that blog posts that take about 7 minutes to read get the most engagement.
Meanwhile, Rand Fishkin, Search Engine Optimization specialist and industry thought leader, says that the “perfect” post length doesn’t exist. Though, if you’re looking for a post at the top of Google, Fishkin recommends posts between 2350 and 2425 words (pretty specific).
While targeting Google’s top position is a lofty goal, it is also an unattainable goal for every blog post. Instead, focus on the amount of traffic your article brings to your website. Consistently posting high-quality content leads to an increase in traffic (and leads) by blog post ideas
Remember, perfection is subjective, so make sure you experiment with different lengths and formats to find the one that works best for you.
Other factors to consider
While the perfect post’s basic structure can help your content stand out, there are other factors to consider that can contribute to user engagement, engagement, and lead generation. .
First, it might be helpful if you do some research when choosing the title and subheading of your blog post, so that you can integrate relevant keywords into your post. Understand what language people are searching for and model this in the headline, subheadings of your post, and throughout the post.
Conversational or “natural language” search queries are on the rise in part thanks to the popularity of mobile voice search and smart speakers. Queries that start with “I can not” have increased 85% in the past 3 years, and mobile searches for “do I need” have grown by more than 65%.
Integrating videos and images into your blog post is shown to improve engagement and sharing. Blog posts with images get 94% more views than posts without images. Images with people in them increase engagement as users spend 10% more time looking at people’s pictures instead of reading profile content. Videos can also increase engagement and help generate traffic because blog posts with video combinations attract three times more links than those without.
Perfectly elusive blog post
Remember, every blog post counts, so publish only your best work even if you think no one is watching (or reading). Understanding current trends, statistics, and best practices will ensure that you write a better blog post template, even if it’s a bit imperfect.
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