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4 Blogging Best Practices to Follow this 2019

Feb 19, 2019 8:05:34 AM

Did you know that companies that published 16+ blog posts per month got almost 3.5 times more traffic than companies that published zero to four monthly posts?

Crazy, isn’t it?

So, you better start blogging left and right!

All jokes aside, let me share with you some knowledge I've acquired over the years on blogging best practices that I’m sure will help you get the most out of your blog.

We are in 2019, content marketing and blogging is a major area of focus that marketers use to promote businesses online.

Blogging shouldn’t be taken lightly. If done properly you will surely get your business more online visibility. Blogs are one of the best tools if not the best tool to attract leads to your site and get that organic traffic flowing in.

The best way to attract potential customers is through educational content. Blogs are not the only educational offer that exists, but, is definitely an effective practice to do so.

You want to make sure you attract, engage and delight your leads and customers through blog content.

Blogging is a critical part of the attract stage specifically but should not be focused only on attracting a lead. You want to make sure you deliver blogs to people who are already your customers, the purpose of blogs is to educate and to portray your business as a friend and advisor, this way you delight your customers and keep them coming back for more.attract stage

Now, before I dive deep into the blogging best practices let me give you a little bit of context as to what comes before the actual writing. Remember that the ultimate goal of having a blog should be to lead a visitor into your website and ultimately convert them into a customer.

Here are a few things to keep in mind before writing a blog

Before you start writing anything you need to understand your audience, you must understand what your buyer persona wants and specifically what their problems are so you can bring a solution tailored to their needs through your blog.candy-color-difference-54633

After you’ve defined who your audience is you must keep in mind the buyer's journey.

When you write content for your blog, keep in mind that each buyer faces different stages before making a purchasing decision, this is called the buyer’s journey. The buyer’s journey is composed of three stages, this are awareness, consideration and decision stage.

Write based on content specific to each stage, by doing this, people who view your blog feel like you are talking to them personally because you understand what they want.

But, what type of content should you write about during each of these stages?

I’ll break it down for you.

Awareness Stage. During this stage the content should be focused on the problem your buyer persona is facing. At this point, they are aware that they have a problem.

For example, Sarah’s boyfriend just proposed, she is getting married! Yay!. All of a sudden she has a wedding to plan. She realizes she needs a wedding planner. In this example, she has identified her problem (not much of a problem, right ladies?), the problem is, she needs to look for a wedding planning company.

Your blogs could revolve around things like: “10 things that go through your mind when you just got proposed”, you are talking to someone who has just got proposed and attract them through it.

Consideration Stage. At this stage, the content you write about should be focused on providing solutions or a solution to their problem. At this point, they start eliminating solutions that aren’t a good fit.

Following the example above, Sarah starts browsing for options, at this point she is looking through different alternatives. She starts asking questions to different companies, she is trying to make the best decision and pick the one that best fits her needs.

In this stage, your blog posts could go something like this: “The ultimate guide to picking the best wedding planning agency”. You are giving her a solution and helping her through the process that she is going through.

Decision Stage. In this stage, the content that you create for your blogs should revolve around answering questions or doubts about your product or service. At this point, they have decided upon a solution, method or approach to face their problems. Meaning they have decided to purchase from you.

Sarah has picked the wedding planning company of her dreams. She’s spoken with them several times, she’s collected information from their website, their social media and directly from their representatives. She’s made the decision and she is about to sign the contract.

With all of this in mind, you should be able to attract, engage and delight your leads and customers through your blog.

Blogs during this stage could look like “What to expect from our wedding offers [step by step guide]”. You are engaging with Sarah giving her information on what to expect while she goes through the entire process with your company.Now, I started out this blog with a very impressive statistic that highlights a very important benefit of having a blog.

But, having a blog has more than one benefit.

Here are a few benefits that highlight why you should have a blog on your website

It drives traffic into your site.

Every time you write a blog, you have one more page inside your website for Google to index. This means that you get ranked higher on search engines. The more pages on your site gets indexed, the better. This shows search engines that your website is active.

It helps convert traffic into leads.

You can add Call to Actions (CTAs) on your blogs. This is your opportunity to use your content to convert visitors into leads and leads into customers.convert

It builds authority for your brand.

If you blog around the awareness, consideration and decision stage and write on educational, helpful content that is focused on your buyer persona needs you’ll portray yourself as an advisor. If visitors see you as an advisor you’re beginning to build authority on your site.

Organic search increases over time.

One in ten blog posts are compounding, meaning organic search increases their traffic over time.
On top of that, compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic.  

Okay, a lot has been covered so far but let’s get to what we are here for, how to properly write a blog.

Here are 4 blogging best practices

1. Pick a topic and titleblur-brainstorming-business-269448

To pick a topic you must first do some research. Choose a topic that answers the questions to your audience. The topic you choose should answer the queries that people are searching for in search engines. So, do your homework and ask yourself the following questions:

  • What is my buyer persona looking for?
  • What do they need help with?
  • What are the most frequently asked questions you hear?
  • What do you wish people knew about your industry?
  • What are industry bloggers, social media and, other competitors talking about?

After you’ve picked a topic, narrow it down and do some keyword research. See what has more search volume and pick a long-tail keyword.

Use this long-tail keyword in your title and on the body of the blog. Focus only on that keyword throughout the blog, using many different keywords can actually hurt your SEO.

Long-tail keywords keep your blog focused on the specific goals of your audience.

Now, how long should a blog post title be?

The ideal length is 60 characters but titles with 6-13 words attract the highest and most consistent amount of traffic.

Also, headlines between 8-12 words are shared most on twitter and headlines between 12-14 words are liked most on Facebook.

If you do have a lengthy title its a best practice to use the long-tail keyword at the beginning of the title.

Pro tip: “38% of headlines that have bracketed specifications and clarifications perform better”

2. Format the posttravel

Your blog should have the following format:

  • Introduction
  • Body
  • Strong Call to Action

Always keep your introduction captivating, this is the first thing your readers will see. If you have a boring introduction, chances are people won't keep reading the rest.

Keep it captivating and grab their attention by using humor or including an interesting fact or statistic.

The ideal blog post length is 2,100 words.
Use your long-tail keyword at a normal cadence throughout the body of your post and headers. If you use keywords too much you might get penalized for keyword stuffing.

  • Use images and have proper use of white space.
  • Don’t write long paragraphs
  • Use sub-headers (they should be written in H2 tags or smaller)
  • Use bullets
  • Bold important text
  • And last but not least, use multimedia content wherever possible inside the blog (video, image, social media post or audio)

3. Promote offers on your blog to increase lead generation

Promoting offers is the main source of lead generation.

CTA’s are one of the most common ways to promote an offer inside your blog, but a pop-up or submission form can also do the trick.

You might insert a CTA after the first two paragraphs which are called passive CTA’s. This come in the form of a hyperlinked text. These type of CTA’s are important because you can't always count on your readers finishing the entire blog.

Pro tip: “Passive CTA’a produce the highest click-through rates”

Include a CTA at the end of the blog, it should always be relevant to the content.

4. Optimize the post

The best way to do this is to optimize the entire blog around on long-tail keyword.

This long-tail keyword should go on:

  • The title
  • The body
  • The URL
  • The Alt-text images
  • The meta description (copy should be engaging)

You should also include external and internal linking.
External linking means giving outbound links to other sites. Internal linking means linking to pages inside your site with the purpose of building more authority on those pages.

A great strategy for internal linking is the pillar page/content cluster strategy in which blogs serve as content clusters that include hyperlinks to more information located on your pillar page.

Another way to optimize your blog is to add social sharing widgets to encourage people to share your content.

You must also make sure your blog is mobile friendly.

And lastly, write consistently and frequently, but always choose quantity over quality.

As with everything else in marketing, blogging is not an exact science but if you follow the above blogging best practices I can assure you that you’ll start getting results.

With putting all of this in practice you’ll surely begin noticing more organic traffic flowing into your site, improving your overall SEO and begin converting visitors into leads and leads into clients.

If you would like to know a bit more about blogging or other content marketing strategies and approaches don’t hesitate to reach out.

We are always here to help!


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