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IMC - Creating A Blog Post

This document provides guidance on creating successful blog posts. It recommends picking a focused topic and keyword to research, then writing a clear title and introduction. The body should solve problems for readers through educational content and visual elements. Offers and calls to action should be strategically included. Keywords should be optimized throughout the post, including the title, body, URL, and meta details. Frequent, consistent posting of quality content can help attract new visitors and grow a business over time.

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Huy Hoàng Phan
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150 views55 pages

IMC - Creating A Blog Post

This document provides guidance on creating successful blog posts. It recommends picking a focused topic and keyword to research, then writing a clear title and introduction. The body should solve problems for readers through educational content and visual elements. Offers and calls to action should be strategically included. Keywords should be optimized throughout the post, including the title, body, URL, and meta details. Frequent, consistent posting of quality content can help attract new visitors and grow a business over time.

Uploaded by

Huy Hoàng Phan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Creating a Blog Post

Professor: Lindsay Thibeault


WHY DOES BLOGGING
HELP GROW
YOUR BUSINESS?
WHAT IS BLOGGING?
Your blog is a place to regularly publish and promote new
content related to your business and industry.
INBOUND METHODOLOGY
Strategically promote offers.
If your visitor wants to learn more, provide them with the logical next step.
STAND OUT AS AN EXPERT
IN YOUR INDUSTRY.
BUILD TRUST.
HOW DO YOU
CREATE A SUCCESSFUL
BLOG POST?
Blogging Best Practices
Pick a topic and a title.

Format the post.

Promote offers on your blog to increase lead generation.

Optimize the post.


Write
educational content.
Answer the questions or problems that
people are searching for answers to.
WRITE ABOUT
YOUR INDUSTRY.
NOT YOURSELF.
Brainstorm a List of Topics
• What are the most frequently asked questions you hear?

• What do our buyer personas need help with?

• What do you wish people knew about our industry?

• What are industry bloggers, social media, and our

competitors talking about?


Pick a topic.
General topic:
“running shoes”

Narrow topic:
“best running shoes for marathons”
“lifetime of running shoes”
When picking your topic, do keyword research.
Which keywords do your buyer personas use? Which are associated with your industry?
PICK ONE
LONG-TAIL KEYWORD
TO FOCUS ON PER POST.
For your blog post topic,
don’t try to solve every
problem in one fell swoop.
This will make each post clear for your
readers and for search engines.
Make a list of topics
that support a
specific conversion.
This will help create a longer-term
blogging strategy.
Start by creating a working title.

TOPIC WORKING TITLE


“social media” “social media channels
for live video”
Include a
long-tail keyword
in the title.
Be sure that the keyword fits
as a description of what the
page is all about.
Make the value of the post clear.
Set the right expectations – what is the reader going to get out of it?
How Long Should a Blog Post Title be?

• The ideal blog post title length is 60 characters.

• Headlines between 8 -12 words are shared most often on Twitter.

• Headlines between 12 -14 words are liked most often on Facebook.

SOURCE: HUBSPOT
HubSpot found that headlines
ending with a bracketed
clarification performed

38%
better than titles without
a clarification.
Run your title through a
preview tool to see how
the title will appear on a
search engine results page.
Google measures by pixel width.
It’s 600 pixels, which translates
to around 60 characters.
Put your keyword at the beginning of the title.
So that it doesn’t get cut off toward the end of a search engine results page.
Blogging Best Practices
Pick a topic and a title.

Format the post.

Promote offers on your blog to increase lead generation.

Optimize the post.


Write an Introduction
• Keep it captivating

• Grab their attention

• Use humor

• Be empathetic

• Include an interesting fact or statistic


If you read the first few lines of this blog post,
would you want to keep reading?
If you read the first few lines of this blog post,
would you want to keep reading?
The body of your blog
post is where your
readers will derive the
most value.
Always solve for the reader first.
Make sure you cover your topic in
full and have met the expectations
that your blog title promised.
Mention your keyword
at a normal cadence
throughout the body
of your post and
in the headers.
Whitespace is
your friend.
It allows the visitor to focus on
the content, not the clutter.
Use section sub-headers,
bullets, or numbered lists
to highlight your points.
Sub-headers organize
and break up your
blog post into
different sections.
Sub-headers should be written with
H2 tags or smaller – never H1 tags,
which signal a title.
Bold important
information.
Help readers quickly understand the
key takeaways from the post.
Include images to visually break up your text.
Place an image at the top of each post to entice your visitors to read further.
Use multimedia
content wherever it’s
possible to break up
the blog post.
Add images, videos, audio recordings,
and social media posts.
See the difference?
Blogging Best Practices
Pick a topic and a title.

Format the post.

Promote offers on your blog to increase lead generation.

Optimize the post.


USE YOUR BLOG TO
STRATEGICALLY
PROMOTE YOUR
CURRENT OFFERS.
You might want to
insert a CTA after the
first few paragraphs.
Try including a passive CTA
through hyperlinked text.
Include a CTA at the end of each post.
This offer should be relevant to the content that a visitor has just read.
Add a pop-up that the reader sees
as they scroll down the page.
Blogging Best Practices
Pick a topic and a title.

Format the post.

Promote offers on your blog to increase lead generation.

Optimize the post.


Optimize the post around the long-tail keyword.

• Title

• Body

• URL

• Alt-text

• Meta description
Optimize the post around the long-tail keyword.

• Title

• Body

• URL

• Alt-text

• Meta description
Optimize the post around the long-tail keyword.

• Title

• Body

• URL

• Alt-text

• Meta description
Optimize the post around the long-tail keyword.

• Title

• Body

• URL

• Alt-text

• Meta description
Include relevant
internal and external
links within the post.
TOPIC CLUSTERS

• Pillar content

• Cluster content

• Hyperlinks
Your blog posts can serve as
cluster content that then include
hyperlinks to more information location
on your pillar content page.
If a visitor finds one of your posts helpful and valuable, then they’re
likely to share it to one or more of their social media channels.
Make sure to keep
mobile in mind as
you structuring your
blog post.
Keep smaller
devices
in mind!
WRITE CONSISTENTLY
AND FREQUENTLY.
Each new blog post
is an opportunity to
attract new visitors.

SOURCE: WIKIMEDIA
THANK YOU.

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