8 Must-Have Ingredients Of A Successful Blog Post
When it comes to marketing online, you’ve probably already heard that “content marketing” is one of the best ways to spread the world about your site and position yourself as an industry expert. But content marketing is not the same as churning out blog posts day after day.
There’s more to a great blog post than just words on a screen. What follows is my list of essential ingredients for a successful blog post. If you’ve been focusing on just publishing words each day, step back, consider this list, and find out how your blog might improve.
1. The article needs a point
I’m surprised at how many blog articles have nothing to say. Well, maybe they have plenty of things to say, but they don’t have a point. An article is supposed to communicate a point.
When your article has a point, it gives readers something memorable to latch onto. They are more compelled to share it, comment on it, and engage with it. An article with a point is an article that accomplishes a mission and is therefore successful.
There’s another benefit to having a point: Using specific keywords. As part of a content marketing effort, you probably went through the exercise of planning the keywords to target, and creating content that would advance those keywords. Now, you can implement those keywords by writing an article with a succinct point.
You won’t see an article on my blog without an image. It just doesn’t happen. I know that content is the most important thing for search engines and crawlers, but I’m not writing great stuff so crawlers can read it. I’m writing content so you can read it. And I know that you want pictures.
Your goal isn’t just to add eye candy, though that’s probably a good thing. Your goal is to add strategic images that help your readers, and enhance your content.
This is one of the most-overlooked aspects of an article. In order to communicate a concept, you need to organize your thoughts. Otherwise, you’re going to have a scattered assembly of sentences and statements. That accomplishes nothing.
When you have a structure, it will be reflected in the layout of the article. An article will have headings, subheadings, paragraph breaks, and maybe a bullet point or two. All of these features provide flow for the reader, and make it easy to skim and digest content.
Here’s the model you should follow:
- Introduction: Set the stage for your discussion.
- Make your point. Explain it.
- Make your next point. Explain it.
- Do this for as many points as you have.
- Conclusion: Wrap up the article with a call to action.
That’s the general idea. However, it needs some specificity depending on the type of article you’re creating. In my Advanced Guide to Content Marketing, I discuss 12 structures to help you have an organized approach to virtually any type of content.