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Checklist: Writing Effective Blog Posts for Your Brand

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Despite what you may have read about the ever-increasing importance of video and social media content, there’s still a huge amount of value to be found from your site’s blog section. Based on some recent statistics, companies that use blogging as a key part of their content creation and digital marketing strategy receive an impressive 67% more leads than those that don’t (HubSpot’s State of Marketing Report, 2018), while websites featuring regularly updated blog content fare 434% better when it comes to SEO ranking (Tech Client, 2018).

The beauty of creating content specifically for your company’s blog is that it’s something you’ve got full control of. You, literally, control the narrative, and can steer it in whatever direction you choose. Blogs remain a hugely important resource for brands, enabling them to deliver high quality content to their customers. Not only does this have the SEO benefits mentioned earlier (sites with frequently updated content simply rank better than those without), but it also helps a company to establish itself as a thought leader within its industry.

Without banging on about the importance of blogging any longer, we’re going to take a look at how you can build blog content that actually helps your brand. While short articles about what you did over the weekend, or had for breakfast last Tuesday, might help in some niches, they’re unlikely to be all that helpful in the long run – instead, let us walk you through a simple 8-step checklist that’ll help you get the most out of your blog posts:

01. Is the post focused on something your customers care about?

If you’re not writing content that’s interesting, useful and informative for your readers, you’re wasting your time! Make sure that every article is focused on something that’s relevant to your customers – this way they’re much more likely to read and share it!

02. Does the post showcase your skills and knowledge?

A major point of creating content for your site is to establish your knowledge, skills and experience. You don’t have to talk about things you’ve accomplished or created, but do call on your experience to help provide genuinely useful information. This will show your customers that you really know what you’re talking about!

03. Does the post have a short, catchy title including keywords?

It’s important to think of your post’s title as a self-contained advertisement for the content it includes. Make it enticing, informative and short – you want it to catch the reader’s eye. It’s also essential to make sure you’re including relevant keywords in the title to help with your SEO.

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04. Is the post well laid out and broken into sections?

Here’s the thing about Internet users: They don’t like to read complete articles. Yes, you’ve put a lot of time and effort into creating an awesome post, but chances are that very few people will read thing. You need to prepare for this by breaking your post into easily digestible sections with clear headings so that even skimmers can get the message!

05. Have you chosen a suitable, eye- catching featured image?

Choosing an eye-catching image for your post increases the chance of people reading it while browsing your website. The featured image is also (in most cases) the image that will be included when your article is posted to social media, so make sure it’s appropriate for the post’s content!

06. Does the post include links?

Adding links to other posts on your website, as well as third- party sources of information, is a great way to provide even more value to users. Make sure, though, that if you’re linking to an external website you’ve got it set to open in a new window – you don’t want to be moving readers off your website while they’re reading your content!
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07. Do all the images used in your post include alt text?

When adding images to a blog post, it’s essential that you take advantage of the “alt text” feature. This allows you to add additional content that’s attached to your images, so if someone shares one of your images on Pinterest, for example, you’ll be able to control the messaging that other users see – potentially driving them to your site to increase traffic and the potential for new leads!

08. Did you include a question or call to action at the end of the post?

While you don’t want your blog posts to be too salesy, there’s no issue with adding a relevant call to action at the end. If you’re an accountant, for example, add a section at the end that asks if the reader is getting the maximum possible rebate every tax season, and invite them to contact you to discuss how you can help!

Content creation is an important tool in the digital marketing activities of every company – but it can often be time consuming, and tends to fall down the priority list when things get busy. If you’re struggling to find the time to build content creation into your weekly business activities, feel free to get in touch with the Pixel Durham team to see how we can help. We’ll analyze your brand, research your target demographic, and build out a content strategy that works to engage your visitors, and add value to your brand!

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