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Blog Posts Best Practices

IMPORTANT: The tips below are your default guidelines. However, client instructions always override these guidelines. If there is a conflict between the client’s instructions and the guidelines below, always go with the client’s instructions.

Writing effective blog posts can be challenging for new online writers. Even experienced online writers can benefit by establishing best practices for blog posts. Here are 12 key strategies for creating blog posts that will impress clients buying your blog posts and produce the results they’re looking for.

  1. Make the Content Scannable
  2. Use Short Paragraphs and Short Sentences
  3. Keep It Simple
  4. Get to the Point
  5. Hyperlink to Relevant, Reputable Sources
  6. Add Headers and Sub-Headers Appropriately
  7. Create Powerful Titles
  8. Use Strong Opening Lines
  9. Add Personality and Find the Right Voice
  10. Stick to the Active Voice
  11. Use Positive Language
  12. Be Conversational

1. Make the Content Scannable

Internet research has shown that most web users do not read entire articles or blog entries on the web. Instead, they scan to determine if the particular item is of interest to them. Knowing this, add sub-headers and use bulleted lists to help readability. Doing so will:

  • Provide additional visual appeal for your blog posts
  • Ensure clarity for listed information
  • Add emphasis to important points

Sub-headers and bulleted lists make your content more readable and scannable. They also enhance the appeal of your content for reposting and sharing with friends and colleagues.

Lastly, think of using bolded or italicized text to highlight important points within the blog post. Use this technique sparingly to avoid creating content that looks too “busy”.

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2. Use Short Paragraphs and Short Sentences

Alternating sentence length is a great way to increase the appeal of your blog post. However, you should avoid using overly long sentences or paragraphs. Long sentences can cause readers to go back and start again, tiring them out.

Readers who see long paragraphs can easily become intimidated and may avoid reading your article. For optimal engagement, keep your blog content concise by using short sentences and paragraphs.

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3. Keep It Simple

Blog entries should focus on one or two main ideas for maximum clarity. Those ideas should be expressed concisely and in plain language to make it easy for your audience to understand. By concentrating on one basic theme for each entry, you can effectively reach your audience and ensure that your client is represented positively in this online venue.

Additionally, avoiding big words and unfamiliar language can significantly boost understanding among your readers. Industry jargon should be avoided in most cases to enhance readability for your target audience.

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4. Get to the Point

Journalism students are taught to front-load their articles with the most important information appearing first, followed by less vital information and concluding with content that can be cut for space if necessary.

This technique can be useful in constructing blog posts. By putting the most important information in the first few paragraphs, you can increase the likelihood that your post will capture the reader’s interest and be read in its entirety.

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Linking to other sites that support your argument can add value for your reader. It proves that you know what you’re talking about and gives them a place to read more about the subject. If you can link to other pages on the client’s website, all the better.

Try to avoid adding too many links. This can come across as “spammy” and will hinder the reading experience.

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6. Add Headers and Sub-Headers Appropriately

Breaking up your blog posts with headers and sub-headers can make them more scannable and more accessible. By doing this, you assist the reader and make it easy to read your content. It can also make your blog post more visually appealing. This increases the value of your content and keeps visitors on site.

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7. Create Powerful Titles

The title is one of the most important elements in any blog post. Ideally, the title should be catchy and appealing and should incorporate one or two keywords related to the subject of the post. One effective technique for creating a compelling title is to use the time-tested format that begins with a number:

  • 10 Strategies for Terrific Toast
  • Seven Secrets Your Manicurist Doesn’t Want You to Know
  • 3 Elements of a Happy Second Childhood

Creating strong titles can increase the views for your blog posts and provide your clients with added visibility in the online community.

Read the additional resources below for more tips on creating titles that get noticed.

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8. Use Strong Opening Lines

Capturing your reader’s attention in the first few lines can help you retain their interest throughout your blog post. By making your first line an appealing and intriguing one, you can boost the chances that your post will go viral and boost your client’s visibility to a considerable degree.

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9. Add Personality and Find the Right Voice

Before beginning a blog entry for your client, you should consider both their industry and the venue where the blog post will appear. Content for medical or legal professionals, for example, should typically have a more formal and professional tone than blog entries created for retail concerns or companies offering personal services. Finding the right tone can enhance your client’s reputation and help you achieve the desired results more easily.

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10. Stick to the Active Voice

Avoid the passive voice as much as possible. Active verbs provide vitality for your blog posts and increase interest levels for your readers. This helps your content stand out from the pack and provides some excitement!

For example, instead of saying “Johnny was hit by the ball”, say “Johnny hit the ball.”

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11. Use Positive Language

Rather than dwelling on negative aspects of the client’s industry or downgrading competitors, your blog posts should present a positive image of your client’s products and services and promote them effectively.

Even in guest posts where the client’s name may not be mentioned, maintaining a positive approach in your blogging efforts can provide valuable reputation management benefits for your client. This can also help to avoid negative interchanges with other companies that can cause public relations issues over the long run.

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12. Be Conversational

Depending on the industry and the type of blog post required, you can often achieve better results by engaging in a conversation with your target audience. Addressing the reader directly can be especially helpful in creating corporate blog posts and promoting the company’s products and services in an appealing and interactive way.

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Closing Thoughts

By adding these 12 strategies to your writing toolkit, you can create persuasive and appealing blog posts that produce measurable results. Maintaining best practices in your writing can help you craft solid and scannable blog entries for your clients that make them stand out in the online marketplace. This enhances your own reputation and establishes yourself as a top-tier content creation professional.

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