To Blog or Not To Blog?

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That seems to be the question for many to whom this concept is new.

At Epiphany, we encourage our clients to blog. Or, at the least, give it a try. It’s a fascinating art form in and of itself. When blogging, here are a few tips to help you with catching your audience’s attention, tracking metrics,  and even a few items that will assist you in building your SEO plan.

1: Understand your audience.

  • Have a clear understanding of who they are.
  • What do they want to know about?
  • What will resonate with them?

2: Start with a topic and working title.

  • Brainstorm a few topic ideas to get you started.
  • Choose one.
  • Create a working title that grabs the reader.

3: Write an intro (and make it captivating).

  • Work to keep their attention within the first two lines or you loose them.
  • Show the purpose of the post and explain how it helps readers solve a problem. (Remove or ease their pain point. Teach them something new.)

4: Organize your content.

  • Avoid too much information — for the reader and the writer.
  • The trick is to organize the info so readers are not intimidated by the length or amount of content.
  • Ideas: sections, lists, tips, whatever’s most appropriate. But it must be organized! Don’t just ramble and wax eloquent. It doesn’t work!
  • Outline your post.

5: Write the content.

  • Take your outline and just fill in the blanks.
  • Use your outline as the guide.
  • Expand on all of your points as needed.
  • Write about what you feel comfortable talking about, and do additional research, if necessary, to gather more information.

6: Make it look great/easy to read. Visual Appearance

  • Pictures don’t make a post visually appealing – it’s the formatting and organization of the post.
  • Keep titles and subtitles in the post consistent.
  • Do pictures always have a similar border?
  • Keep style consistent from post to post.

 7: Include a CTA (Call-to-Action) at the end.

  • What do you want them to do? Why are you doing this? (Conversion)
  • At the end of every blog post, add your CTA.
  • They will click on the CTA if they enjoyed your blog post and want more information on that particular topic.

8: Optimize for on-page SEO.

  • Incorporate keywords but don’t impact reader experience.
  • Make your URL shorter and more keyword-friendly. Don’t overdo keywords or attempt arbitrary keyword density — Google’s knows!

9: Pick a catchy title.

  • Keep the title accurate and clear.
  • Make it sexy — whether it’s through strong language, alliteration or another literary tactic.
  • Optimize for SEO by sneaking some keywords in there.
  • Shorten it up. No one likes a long, overwhelming title.

10: Add a great image!

  • Put additional visuals to complement the different sections of your post.
  • Add data or statistics to back up any claims you made in your post.

We know that’s a lot to swallow. That’s why some folks simply ask us to handle this for them. But you can learn and do this, too.Remember: statistics show that blogs do affect purchasing decisions. It may seem like a lot of work, and it is, blogs, however, are the hub of a good inbound based Social Media strategy.

If you’d like assistance with blogging for you or your business, we’d love to come alongside. Give us a call. It’s what we do, and we enjoy doing it.

– Stephanie and the Team at Epiphany

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