The term ‘blog’ has come to reference many different forms of digital writing. Sometimes a personal transcription of recipes or travel re-caps, other times a detailed analysis of media or technology, they can be used for many purposes.
In a business context, blogs are a valuable addition to any content marketing strategy. They can be used to translate complex ideas about products and innovation into a more digestible format that appeals to a broad readership.
This can help potential customers find the solutions they are looking for, or introduce them to new concepts that they previously weren’t aware of.
What makes a good blog?
The key starting point to a successful blog – or blog post – is understanding two factors at the outset: audience and purpose.
Deciding on a topic, and the most important pieces of information, will help to shape the structure and style. Identifying who the target audience is can also determine whether the blog follows a more formal or conversational tone.
A captivating heading and lead
The heading can be the make or break of a well-performing blog. It draws the reader in and offers an indication of the overall topic.
Additionally, the first couple of paragraphs – or lead – should pose an engaging point of interest that makes them want to know more. This could include a question, bring up a relevant industry challenge, or present a newly discovered piece of information.
Breaking up the page
Blogs aren’t usually the place for walls of dense text; dividing the page into smaller sections is best for digital forms of writing. It helps to maintain the reader’s attention span, and is useful for delivering shorter, sharper statements.
Alongside this, using visual markers such as subheadings and dot points helps to guide the eye down the web page, which usually requires scrolling to navigate.
Keeping SEO in mind
While the blog shares many characterises with an article or paper, it is ultimately an online medium that must cater to search algorithms.
Part of this is making sure that the page meets as many SEO ranking factors as possible. Blogs should:
- Include high-quality content that is well-written and interesting
- Be formatted so that it is easily read on both desktop and mobile
- Include outbound links to increase connectivity to a broader web landscape
- Offer information about the organisation or business as a credible source
Visual elements
Images and graphic features will make written content more engaging, and also cater to SEO algorithms. Sometimes, technology and industrial products can be better explained with a photo or diagram, leading to better understanding and interest from the reader.
Digestible length and a call to action
While no blog is the same, and length will vary depending on audience and purpose, they are generally distinguished from articles or white papers by a shorter format. Providing a ‘next step’ for the reader, such as a form, contact details, or downloadable resource, helps to generate leads and further interest.
COG Advertising utilises industry knowledge to produce blogs in the voice of your business or organisation. To find out more, please get in touch.
