The perfect blog post – is there such a thing? Not exactly. If there were a formula, marketers would abuse it so thoroughly that it would become ineffective in a matter of weeks.
What’s more, blog posts serve different purposes. Depending on the audience and objective, the definition of “perfect” may change. As a rule, blog posts should improve search rankings, encourage social engagement, demonstrate your expertise, and get visitors to engage with your company in some meaningful way. The “perfect” blog post is structured to accomplish these goals as effectively as possible.
4 Elements of the Perfect Blog Post
1. It’s written for skimming, not reading
Many people will read the headline above and skip right over this sentence. Culturally, we have an absurdly short attention span. Keep that in mind when you’re writing.
This cultural attention span is the reason memes are so popular: you see it, recognize it, read it, and get a laugh within about two seconds. So how do you write for our ADD culture?
- Use lists *cough* likethisone *cough*
- Use images to make your point – nothing sends people running quite like a long page of text.
- Use sub-headings and bold text for main points. Some people won’t stop to read anything else – what’s their takeaway?
The perfect blog post is written for the culture it targets. In our case, that means it can convey the message without forcing readers to do much reading.
2. It’s worth sharing
The perfect blog post has content that is worth sharing. If your blog post doesn’t educate or entertain, you might as well save yourself the time and skip it. Self-promotion is not a good reason for a post – nobody retweets a blatant advertisement (unless it’s particularly entertaining!).
Ask yourself – “Is there anything unique about this post? Or is it just a rehashing of ideas that have been covered thousands of times?” Two million blog posts are published every day – why should someone read yours, let alone share it?
3. It follows a keyword strategy
Many outstanding bloggers drop the ball here. They say “I just write – I don’t know anything about SEO.” If that sounds familiar, you’re in luck! Everything you need to know about blogging with a keyword strategy can be found in this presentation:
Just start by asking yourself “What search terms would I like to lead people to this post?” Simply by emphasizing that term in your post (title, subheaders, etc.), you’re doing real live SEO! (Yes, there’s more to SEO than this, but it’s an important step).
Need an example? The presentation above actually references this blog post. Whoa. Scroll up. Can you tell what keyword I’m targeting? In this post, I’m trying to demonstrate my point by emphasizing “the perfect blog post.” With any luck, a Google search for this term will lead back to this post.
4. It aligns with your business objectives
Educational, entertaining, share-worthy, search-friendly content is useless if it’s not supporting your larger mission. Try asking yourself these questions:
- What are you trying to achieve with your blog?
- Does the post fit with your brand’s identity?
- Does the post help to position you as an expert or leading voice in your space?
- Does it have a call to action that gets people to engage with you on some measurable level?
Without this, items #1-3 on this list are wasted.
Want Some Feedback?
So… how do your blog posts stack up? Post a link to one in the comments and we’ll send you some feedback!