Blogging Best Practices: Get the Most Out of Your Long-Form Content

Picture this: You’ve spent hours writing a blog for your business, you post it, yet your number of website visitors doesn’t increase. Clearly, something isn’t working, but it can be difficult to pinpoint what that missing factor is. To make sure you’re creating well-written and effective blogs, utilize these strategies for long-form content:


Choose relevant, useful topics.


You know your business and industry best, but don’t choose a topic that only a handful of people would find interesting or helpful. Your topic should be broad enough to write about, but not so broad that it’s impossible to fit in all the information you want. The blog topic should be informative and serve a purpose—for example, a bookstore might write a blog about the top ten science fiction books that came out this year. This is something that isn’t too broad and still useful to a big audience.


Research your keywords.


Before writing a blog, do some keyword research to find out what terms people are searching for in relation to your industry. Posting a blog to your website each month is great for SEO, but you want to get the most out of it by writing keyword-enriched text. You want your blog to come up organically in search results, and a huge part of that is utilizing those important key phrases. Make sure you don’t overuse keywords, as search engines recognize this and will lower your rank because of it. The industry standard recommends a keyword density of only one keyword per 200 words.


Don’t underestimate the title.


It would have been easy to title this blog “Blogging Best Practices,” but according to HubSpot, the ideal blog titles are around 60 characters. Longer titles give more information about the blog’s content, and it gives you the opportunity to include a long-tail keyword or effective shorter keywords. Your title should also catch the reader’s attention and clearly state what the blog is going to be about.


Include a featured image.


The image at the top of your blog post gives readers a first look at what your blog is about, along with your overall brand. It’s best to choose aesthetically pleasing images, and if possible, utilize those that have your brand colors. Essentially, the featured image should be a visual representation of the blog.


Keep readability in mind.


Readability is a huge part in creating a successful blog. If you’ve written about 5 tips regarding something in your industry, those tips should be clearly laid out, whether they’re bullet points or paragraph headings. Someone looking for quick tips won’t spend time reading through blocks of text trying to find each point.


Use your own voice and angles.


No one wants to read a blog that sounds like a regurgitation of the other popular search results. You should keep your brand’s voice consistent throughout and bring your own unique ideas to the subject at hand. You should do some quick research to see if there’s anything new in the industry relating to the topic, but make sure to rely on your own ideas rather than someone else’s.

In addition, your blog should always have an introduction and conclusion. Ease readers into the topic rather than spewing facts at them from the get-go. Don’t leave them hanging either—just include a few sentences to neatly tie up the blog.

If you don’t have the time to write your own blogs, consider outsourcing your marketing. That’s My Idea Marketing writes SEO-enriched, informative blogs relevant to your industry and current trends. Give us a call or submit a contact form on our website to get started.