Getting your attention: how to write a great blog post
This is our definitive guide for brands aiming to create meaningful blog posts that resonate with both their target audience and search engines.
Leveraging a blog can significantly amplify a brand's reach, enhance its search engine optimization, and increase consumer engagement. In fact, brands that consistently publish blog posts on a weekly basis see a traffic increase of at least 50% compared to those that don't.
But there’s a catch.
Over 80% of readers don’t read a blog post all the way through to the end. Why? In one word, boredom. Many readers feel that after the initial few lines, the content fails to keep them engaged or challenged.
So, what does a great blog post look like? And how can brands consistently create compelling and memorable content that captivates your audience while also performing well in search engine rankings? Drawing on over a decade of expertise in working with leading brands, we've crafted the ultimate guide to writing blog posts. This comprehensive resource distills years of insights and best practices to empower you to create impactful content.
Contents
- What a “great” blog post looks like
- Benefits of blog posts
- Types of blog posts
- How often should you blog?
- How to write scroll-stopping blog posts?
What a “great” blog post looks like
There are currently over 600 million blogs on 1.9 billion sites worldwide and over 2 million daily publications. With so much competition for users’ attention, the mission to write something that’s actually worth reading can feel daunting.
A "great" blog post is one that not only attracts attention but also engages and retains it, ultimately encouraging readers to take action or return for more. It should effectively communicate valuable information or insights in a clear, concise, and engaging manner. Here are some key traits that make a great blog post:
Relevance and Timeliness: It addresses current trends or persistent challenges within its intended audience's interests.
Depth and Clarity: Provides thorough exploration of the topic, backed by research or examples, without overwhelming the reader with jargon or unnecessary complexity.
Engagement: Incorporates elements that engage the reader, such as interesting narratives, questions, or interactive media.
Visual Appeal: Uses well-placed images, videos, or infographics to break up text and illustrate points, enhancing the reader’s understanding and retention.
Actionable Insights: Offers practical advice, solutions, or steps the reader can take, adding real value to their personal or professional life.
SEO Optimization: Well-optimized for search engines without compromising readability, ensuring it reaches its target audience effectively.
A great blog post stands out in a crowded digital space by making its readers feel educated, engaged, and empowered to act.
Benefits of blog posts
Beyond just driving traffic, strategic blog posts play a pivotal role in generating leads and significantly boosting revenue. This is how a well-executed blogging strategy can transform your digital presence and yield substantial benefits.
How people feel about blog posts
Source. Content Hacker
Increased website traffic: Blogging consistently helps to improve a brand's visibility online. Each post adds new content to the website, which is favorable for search engines that prioritize fresh content in their algorithms. This can lead to higher rankings in search engine results pages (SERPs), making the brand more visible to potential customers. Additionally, targeted keywords in blog posts enhance SEO efforts, drawing more traffic to the site.
Enhanced customer engagement: 60% of consumers enjoy reading relevant content from brands. Blogs create opportunities for brands to engage with their audience by sparking discussions and encouraging readers to comment. This engagement can lead to a deeper understanding of customer needs and preferences, which can inform future content and product development.
Support for other content marketing channels: Blog posts are a central piece of content marketing strategies. They provide valuable content that can be shared across social media platforms, emailed to subscribers, or repurposed into other content forms like ebooks, podcasts, or videos. This versatility makes blogs a cost-effective method for spreading a brand's message far and wide.
Improved brand perception: 82% of consumers feel more positive about a company after reading custom content. Tailored content that addresses specific consumer concerns or interests can significantly enhance how consumers perceive a brand. This positivity is likely due to the perceived effort by the brand to provide value and cater to its audience's preferences, which fosters a sense of goodwill and trust.
“Brands who blog actively generate an average 67% more leads per month than companies that do not have blogs.”
Lead generation: Brands who blog actively generate an average 67% more leads per month than companies that do not have blogs. By including calls-to-action (CTAs) such as newsletters, sign-ups, free downloads, product trials, or consultations, blogs can convert visitors into leads. These leads can then be nurtured through other marketing tactics until they become customers.
Long-term results: Unlike many other marketing forms, blog posts continue to attract new leads and customers long after they are published. A well-written blog post can remain relevant for years, continuing to draw traffic and generate leads through organic search results.
Cost-effective: Brands that prioritize blogging see 13 times more ROI than brands that don't. Blogging is one of the most cost-effective marketing strategies. Once set up, the cost of maintaining a blog is relatively low compared to other marketing channels. With the potential for high ROI through increased traffic and lead generation, blogging offers significant advantages for minimal investment.
Increased authority. Consistently sharing valuable insights, tips, and industry knowledge through blog posts helps position you as an authority figure. People are more likely to trust you and your brand.
Improved conversion rates: 57% of marketers say they were able to drive conversions specifically through blogging. In fact, 47% engage with at least 3-5 content pieces before getting in touch with a sales representative. With informative and persuasive content, blogs can effectively address the needs and questions of potential customers at different stages—from awareness to consideration to decision-making. By embedding strategic calls-to-action (CTAs) that offer relevant solutions or incentives, such as special discounts, free trials, or exclusive downloads, blogs can gently nudge readers towards making a purchase or taking other valuable actions.
Types of blog posts
Blog posts are versatile enough to cater to various informational needs and preferences. Whether you’re looking to educate, inspire, or engage, there's a specific type of blog post designed to meet every purpose. From how-to guides that simplify complex tasks to personal stories that connect on an emotional level, here’s a breakdown of the different types of blog posts, each serving unique objectives and catering to distinct audiences.
How-To Guides: These posts provide step-by-step instructions on how to accomplish specific tasks. They are educational and designed to solve readers’ problems or answer their questions about how to do something.
Listicles: A portmanteau of "list" and "article," listicles organize information into a list format, making it easy to read. They often include numbered or bulleted lists that summarize information on a particular topic. Pro tip: these work great for both search engines and social media.
Case Studies: These posts detail real-world examples of how your business or someone else's has successfully handled a challenge. They highlight the strategies used and the outcomes achieved, providing valuable insights into practical applications.
Checklists: Similar to how-to guides but structured as a list of items needed to complete a task or project. These are practical and actionable, helping readers ensure they have overlooked no steps in a process.
Interviews: These posts feature Q&A sessions with experts or influencers in your industry. They provide insights and opinions from thought leaders, offering unique perspectives on various topics.
Opinion Pieces: Here, the author expresses personal opinions on trending topics or industry debates. These posts can provoke thought, invite discussion, and reflect the voice of your brand.
Asides from these, there are several other options to consider:
Reviews: Detailed assessments of products, services, or companies. Reviews help readers make informed decisions by providing an in-depth look at the pros and cons of a specific item or service.
Comparisons: Similar to reviews, these posts compare two or more products or services against each other. They help readers understand which product may be best suited to their needs based on features, pricing, pros, and cons.
Ultimate Guides: These are comprehensive overviews of a topic, providing all the information a reader might need in one place. They are typically longer than standard blog posts and cover a subject in great detail.
Personal Stories: Posts that share personal experiences, anecdotes, or lessons learned. These can be motivational, inspirational, or just informative, depending on the nature of the story.
News and Trends: These posts keep readers updated on the latest developments in a particular industry or world events. They often include analysis or predictions about how these trends could affect readers.
Guest Posts: Written by external contributors from your industry or related fields. Guest posts introduce new perspectives to your audience and can help expand your network and reach.
Infographic Posts: These include data visualizations to help explain data-driven topics or complex information clearly and engagingly. They often accompany minimal text as the visuals speak more powerfully.
Each type of blog post serves a different purpose and can be used strategically depending on your goals, audience, and content calendar.
How often should you publish blog posts
To optimize the impact of your blogging efforts, consistency is key. The frequency of your posts can significantly influence your site's traffic and engagement levels.
According to research by HubSpot, publishing over 11 blog posts per month can lead to a substantial increase in traffic for both B2B and B2C companies. This high frequency helps keep your content fresh and ensures that your audience has new reasons to visit your site regularly.
“11+ posts a month is a magic number. Data shows this blog post frequency delivers a noticeable increase in traffic for both B2B and B2C businesses.”
It's important to balance quantity with quality—each post should offer value to your readers, whether through insightful information, solutions to their problems, or relevant updates in your industry. Consistently delivering high-quality content not only helps in building a loyal audience but also enhances your SEO efforts, as search engines favor websites with fresh, relevant content.
For brands just starting out or with limited resources, even posting once a week can be beneficial. The key is to develop a schedule that is manageable and sustainable for your content creation team, and then stick to it to maintain a rhythm that your readers can rely on.
9 tips to write scroll stopping blog posts
Writing an engaging blog post is all about capturing your readers' attention and keeping them hooked from start to finish. Here are some tips to help you do just that.
1. Research searches
Crucially, companies that do achieve their goals take the time to research the main topics that consumers frequently search online. Only then can you spot the topics that are more desirable to consumers.
Start by researching trending keywords in tools such as our very own Articulate App. Look out for terms such as Keyword Difficulty (or KD), meaning how much competition there is for that keyword, and Search Volume, the number of monthly searches generated in the past. With proper research of keywords and hot topics, you are likely to reach more people.
2. Create an attention-grabbing title and follow-up with a great intro
Your title is the first thing people see, so make it pop! Think of it like the trailer for a blockbuster movie – it needs to intrigue and entice readers to click. Use humour, curiosity, or a promise of value to grab their attention and make them curious about what's inside.
The intro is your chance to reel readers in. Start with a bang – maybe a shocking statistic, a relatable story, or a thought-provoking question. You want to make them think, "I need to keep reading!"
3. Challenge readers throughout
To get people to continue reading, savvy marketers rely on a simple mantra: create emotion and curiosity. Creating a convincing, direct, and emotional content stimulates the reader's curiosity to both start and continue reading.
There are ways, however, of keeping it interesting until the end. At Articulate, we follow 5 rules designed to drive reading time over 5 minutes per blog post. Keep it Personal, Tell Real Stories, Avoid Commonplace, Scatter the Magic and Create Cliffhangers.
Keep it Personal refers to the importance of speaking about personal examples, from real people, rather than overarching theories.
Tell Real Stories is about the importance of past experiences in writing a blog post.
Commonplace translates to “don’t be a mouthpiece for the ideas of others”.
Scatter the Magic refers to the fact that key figures and facts should be scattered across the post, not just at the beginning or end.
Create Cliffhangers is about giving people to look forward to in the next chapter.
Sound principles to write by.
4. Make it easy to find key info
A lot can be said in terms of how to structure a blog post. Our best piece of advice is to remember people simply don’t have the time to go through everything you have it say.
Make it easy to find what matters to them. Create brief paragraphs, about 2 to 3 lines, only 4 if you really need an in-depth explanation. Deploy Bullet Points, quotes, bold and lists when possible, to enumerate topics.
Privileging a quick and easy reading of the topic that you want to communicate is essential. Only then will the reader feel confident to continue reading.
5. Make it meaningful
On average, the reader spends about 96 seconds going through an article, and only 2 out of 10 readers will read the article. In part, this is due to the fact that blog posts have been getting longer, to a point where the average article now has 1427 words.
However, increasing the size of blog posts alone is not sufficient. The average reading time has been decreasing, because of the extensive amount of content that users are exposed to every day, it is essential to also establish an average dimension that each article must have.
Most of all, it’s important to make words count. Readers expect blog posts to be meaningful, packed with inspiration, actionable advice, tips and hidden secrets, ideas they haven’t considered. In one word, they expect relevance.
6. Split your post body into bite-sized chunks
This is where you dive deep into your topic. Break it down into bite-sized chunks, use examples to illustrate your points, and keep the tone conversational and engaging. It should be informative, but also fun and easy to digest.
Incorporate visuals like images, infographics, videos, and interactive elements to enhance your content and break up the text. Visuals not only make your post more visually appealing but also help illustrate your points and keep readers engaged.
“On average, 51% of website traffic comes from organic search results; over 40% of revenue is captured through organic search traffic.”
7. Add links for related content
Got more content elsewhere on your blog or some interesting external resources to share? Drop those links in to even more valuable info.
Make it easy for readers to spread the word by including those handy social sharing buttons. With just a click, they can share your content with their friends and followers, helping you reach a wider audience.
Most effective SEO strategies for ranking highly on SERPs
Here are some tips to do this effectively:
Keyword Research: Start with thorough keyword research to identify the terms your audience is searching for. Use tools like our keyword planner to find high-value keywords relevant to your topic.
Natural Integration: Incorporate keywords seamlessly into your content. Aim to use them in titles, headings, and within the body of your text without disrupting the flow of your writing.
Write for Humans First: Always prioritize your readers over search engines. Engaging, informative content will naturally include relevant keywords and keep your audience coming back for more.
Use Variations: Use variations of your primary keywords to make your content sound more natural and avoid keyword stuffing. Synonyms and related terms can help you rank for multiple search queries.
Optimize Meta Tags: Don’t forget to optimize your meta title, description, and alt tags with your primary keywords to improve click-through rates and search engine visibility.
Internal and External Links: Include internal links to other relevant posts on your site and external links to authoritative sources. This enhances your SEO and provides additional value to your readers.
By striking the right balance between SEO and quality content, you’ll improve your search engine ranking without compromising the readability and engagement of your blog posts.
8. Make use of AI – but don’t overdo it
AI has become an integral part of many bloggers' toolkits, with data indicating that 65% of bloggers employ AI to some extent. The most frequent application is idea generation, used by 43% of bloggers.
While AI can be incredibly useful for generating ideas, creating outlines, and optimizing content for SEO, it’s important to maintain a balance. Over-reliance on AI can result in content that lacks a personal touch and authenticity, which are crucial for engaging readers. Here are some tips for using AI effectively:
Idea Generation: Use AI to brainstorm topics and angles that you might not have considered. This can help you keep your content fresh and relevant.
Content Structuring: AI can assist in organizing your thoughts and structuring your posts, making the writing process more efficient.
SEO Optimization: Utilize AI tools to optimize your content for search engines, ensuring you reach a broader audience.
Editing and Proofreading: AI-powered tools can help catch grammatical errors and suggest improvements, enhancing the quality of your writing.
How do blog writers use AI?
However, remember that your unique voice and perspective are irreplaceable. Use AI to enhance your creativity and productivity, but always add your personal touch to create authentic and engaging content.
9. End with a bang
As you near the end of your post, wrap things up nicely. Summarize your main points, reinforce your key message, and leave readers with something to think about. Make sure that the conclusion is satisfying and ties everything together.
Finish strong with a memorable conclusion that summarizes your main points, reinforces your key message, and leaves readers feeling satisfied. Consider ending with a call to action that encourages further engagement, whether it's subscribing to your blog, sharing the post on social media, or exploring related content.
Articulate, expert blog posts for your brand
With such fierce competition for users’ attention, it’s not easy for brand managers to succeed in getting users to read their blog posts.
At Articulate, we have over 10 years of experience in writing blog posts for some of the world’s most demanding brands. As a result of the experience of thousands of carefully written, revised and improved articles by our team over the years, we have come to streamline the content creation process with ready-made blueprints for each type of blog post, from listicles to personal stories and beyond.
Users of Articulate App can easily select the blog post format that suits their needs and customize the structure by choosing specific blocks (headings), each accompanied by pre-written instructions or briefings.
This approach not only optimizes efficiency but also maintains high standards of quality and coherence in every piece of content.
Our platform significantly reduces the time it takes to go from an initial idea to a structured brief and finally to polished content. This efficiency allows for the generation of more and better content ideas, significantly boosting your content output and enhancing SEO effectiveness. Additionally, users have the flexibility to select products and other articles to link within the content, as well as specify the main keyword to target. This level of customization ensures that each piece of content is not only SEO-optimized but also perfectly aligned with your marketing goals, enhancing the relevance and reach of your digital presence.
At Articulate, we create engaging content for a living. Reach out to one of our experts.