There is a certain consensus about the characteristics that a good post should have. Below we list some that we think are essential when writing content for your company’s blog.
plain and legible style
Readability refers to the ease with which a person can read and understand a text. To cultivate a style that does not hinder communication with your readers, it is recommended to use short sentences and simple language.
Punctuation is equally important; use all punctuation marks, as pauses are essential for understanding a text.
The title is the visible face of your text in the results of an online search, in email marketing campaigns and on social networks. Therefore, the final title must be precise, clear and attractive enough to attract the reader’s attention.
The introduction is the prelude to your text. It is important that it include the main idea of the text briefly developed, and that it be as attractive as the title, so that it captures the reader’s attention and encourages them to continue reading.
Organization in intertitles
Organizing your text with headings allows readers to do a quick “scan” of the document and better find what they need. This type of structure is more friendly to the way people read on the Internet today, jumping between different parts of a text to satisfy their curiosity.
On the other hand, someone who can quickly find what they want will be more likely to trust the content provider and ultimately follow the call-to-action you put down at the end.
When the text allows it, it is recommended to use lists that highlight the content in a schematic way. Lists can be used to list benefits or features of your products, and are a particularly useful resource for technical posts.
Including references and statistics can contribute to the credibility of the content, especially if the sources come from organizations or companies that are accredited references on the subject.
The length of writing blog depends on many factors. A short text could be favored over a long one if it deals with a generic topic, or the opposite if the topic is specific and the reader arrived as a result of a specific search.
What is clear is that search engines prefer long texts. In a study carried out on their own blog, the MOZ team found that “an article between 1,800 and 3,000 words is 15 times more likely to be linked to than an article with 600 words or less”.
Call to action (CTA)
Calls to action (CTAs) are links to online or downloadable resources that are typically accessed through a form on a landing page.
Calls to action allow you to collect data from your readers in exchange for offering them valuable content. As part of an inbound marketing strategy, CTAs at the end of your posts are an essential resource.
A text with images is more likely to be seen, especially taking into account its dissemination through social networks.
The BuzzSumo portal analyzed around a million articles on the Internet and found that posts with relevant images are shared on Facebook up to 70% more than one without images. In this sense, it is very important to find illustrations that are visually attractive and consistent with the content of the text.
Optimizing the content of your post for SEO is a very good way to ensure that it is read by more people.
At this point it is important to review titles and headings, the meta description, the anchor texts and the mobile optimization. If all this seems overwhelming, you can review this article to learn more about Search Engine Optimization (SEO).
The rest and the final review
When you have spent many hours writing and going back over a paragraph or sentence over and over again, the chances of not catching conceptual, grammatical, or spelling errors are high. For this reason, once the first version of a post has been completed, it is necessary to let it rest for a while. 24 hours are usually enough to clear our minds and regain the necessary acuity to carry out a review.
The review is very important. As we said at the beginning, a text is not written in one go, but is worked on over time in a process that has many twists and turns, enthusiasms and rectifications. The final revision allows us to contemplate the draft as a whole, finish adjusting sentences, polish excesses, round off ideas that have been poorly expressed, and so on. If possible, it is recommended that a third party perform an independent review before making it available for publication.