Blog Writing: Purpose and Goals
Blogging is a key strategy for 90% of our inbound marketing and SEO efforts. Blogging is effective for several reasons. First, blogs can be focused on a single topic, which can easily related to a narrow list of keywords. Blog articles can take a more conversational tone than other types of copy. This helps build a close, more personal bond between the reader and author. Also, blog posts lend themselves to encouraging direct conversions, supporting lead generation efforts.
From a more technical standpoint, blog posts created in WordPress are automatically published to RSS feeds using a standard XML protocol. This promotes speedy (sometimes virtually realtime) indexing in search engines.
The proper use of tags and categories further supports ranking efforts by automatically generating highly keyword focused URLs related to the targeted topic.
Blog Writing Process
1 – Identify the focus keyword
2 – Identify the related topic
3 – Identify three points about the topic
– Write a heading for the post
– Write and 3 to five sentence introducing why the topic is important and relevant. Usually frames a common problem or goal. Often it is helpful to write this paragraph last.
– Write a heading naming the first point
– Describe that point.
– Do the same for the other 2 points.
– Write a conclusion using the keyword again if possible
– Write a 3 -5 sentence conclusion outlining the likely result from your supporting info in the 3 points you just described.
Add crosslinks where appropriate, unique title and description, check for KW density, word count, etc. Blog posts should be 300 words, minimum.
Blog Writing Template
Main Heading (Usually generated from the page title, but not always), H1
Secondary Heading, or Subhead (If applicable), H2 – H6
Introductory Paragraph
Secondary Heading, First Point, H2 – H6
Paragraph, First Point
Secondary Heading, Second Point, H2 – H6
Paragraph,Second Point
Secondary Heading, Third Point, H2 – H6
Paragraph, Third Point
Closing Paragraph