- Get your blog found in the sea of content on the internet
- Connect with your audience, and start to build a rapport before you ever meet in person
- Establish credibility with customers, authority in your industry, and demonstrate how you are different than your competitors
- Tell stories which keep readers on your site, and provide them with valuable insights while they are there
- Provide your audience with clear instructions on how to work with you in the real world, and realistic expectations about the outcomes of working with you
Here are five ingredients which you should include to create the perfect blog:
The Real You
Creating content which reflects your true self is important. If you outsource your blogging creation, make sure you give the articles a once over to add some of your own words. You don’t want your content to come across as more formal or informal than you are “in the flesh”.
Make sure you can deliver on everything which is stated in the article, and your customer won’t feel like they are meeting a different person when they connect with you in real life. Some inbound marketers call it authenticity, others call it being “true to your brand”.
Regardless of how you (or someone you collaborate with) create your blog, make sure the blog tells your story as you would yourself. there has to be an editing/approval process before your content goes out on the web. Even if you have written every word of your website content, make sure you have someone else read the information for spelling, grammar and audience fit before it is published. There are tools like Atomic Writer and Grammarly which can help you fine tune your pages, but a second set of eyes is always a safe bet.
2. Curate Ideas from Third Party Websites
If you have been in your industry for a long time, you might feel like you have enough authority and perspective in your area of expertise to write a blog post without two or three links to third-party source content. Having links to multiple sites with authority demonstrates to search engines that you are not just a “doorway” site to another single site and that your content has been created with verified content.
There is a fine line between curating and copying, so be sure to give credit to other authors where credit is due. Place prominent links on quality anchor text, and you may find you build relationships with other experts in your industry who appreciate your links to them.
3. Just Enough Education to Whet the Appetite
If you are a service provider like a home organizer, a personal trainer or a business consultant, you could eventually write yourself out of a job after a while. Producing a blog, or a series of blogs on a topic should share enough content so a client buys into the fact that you are a credible professional in your field of practice. Just keep enough of your intellectual capital “behind the curtain” so you aren’t educating your clients enough to become your competitors.
Writing blogs about what you can deliver can also act as a means to help your website visitors “self-qualify” before they contact you. Writing blogs or success stories about your ideal client scenarios can filter the sort of leads which are “attracted” to your site to begin with. You become like the guru atop the high mountain plateau. If a prospect knows in advance they will benefit from investing the time and effort to work with you, they will do so. If they don’t see their needs being a fit for the skills and content you can deliver, they will seek others before they ascend to your lofty place in the clouds.
4. Attain Share-Worthy Status
Wouldn’t you like to be a fly on the wall of a meeting where your name is being referenced as a “Rock Star” in your field? Someone might say “I was looking for mobile app designers yesterday on the internet, and this Joe Q. Appblogger guy really seems to know his stuff! He wrote a very interesting article about the benefits of HTML5 to device compatibility. We should give him a call because we’ve been struggling with building an app for months now!”.
Whether your brand, your company or your name gets inserted into conversations in the office, on social media or through referrals from trusted advisors, your web content should be as share-worthy as possible.
A content writing pro can make sure your content gives you the best chance of getting shared in terms of:
- Audience-appropriate language
- Effective sentence structure, post length, and content formatting
- Unique content which can be shared in a tweet, Facebook like or provides your blog with a backlink opportunity
It’s great when you run across your content being shared or quoted as an authoritative source. Having your content shared as being “cringeworthy” or entirely inaccurate is like a kick in the butt. Make sure you have your facts straight!
5. Have an Awesome Hook to Reel ‘Em In
Actually, you want a number of hooks for a perfect blog post. A compelling headline with enough chutzpah to get prospective customers to read your post. Once you have that hook set and they are reading your piece, you want to hook them again to draw the reader to your call to action. Finally, the call to action itself is another hook to get the prospect solidly on your “line” so you can draw them into your place of business.
Blogging and inbound marketing is equal parts science, art, practice, and commitment. Being willing to take feedback on your content, and accepting constructive feedback is important.
Whether someone responds in the comment section of your blog, via email or on social media, be responsive to your audience. You could initiate a profitable relationship with a prospective customer or partner. Even better, you could take your authority in your industry to another level, by agreeing or disagreeing with feedback. You could also build your following by showing behind that electronic real estate, there beats the human heart of a person who cares about their customers enough to respond to them in a public forum.
6. Calls to Action
If your web content conveys content to your target audience and gets them to pick up the phone or request a call via e-mail, you can’t get much more perfect than that! Set your conversion goals on new conversations, contact form submissions, or blog comments. Depending on your industry and expertise, it may not be realistic to make a sales transaction or contract the primary goal of your content marketing efforts.
If you are looking for a perfect blog post for your company website, consider collaborating with a professional content agency like Cloudworker Writing Services. We can take a foundation of your thoughts on a topic and “flesh it out” into a compelling blog post which will preserve your brand identity. Perfection, like beauty, is in the eye of the beholder.
Have I missed a characteristic of what you would see as a perfect blog post? Tell me about it in the comments section!