CONTENT CLUB: What Makes A Good Blog Post?

Posted on 25th February 2018 · Posted in Content Creation, Top Tips & Advice

A lot of clients ask me “what makes a good blog post?”

And it hasn’t always been an easy question to answer, because – if I’m honest – I never really gave it much consideration. Writing was so instinctual to me that I just got on with it without actually thinking about what skills I was implementing in the first place.

Then last year, when I started teaching people how to write blog posts and digital content and training my clients how to do it themselves I realised that there were certain things I was implementing that contribute to a blog post being considered “good”.

Although there are many elements that I cover in my workshop sessions and seminars I think that there are 3 main things every small business blog post or piece of digital content should do:

Inform or Educate

In order to engage with your audience you want to be giving them value for their time. By ensuring that your blog post, digital content or marketing email tells them something they didn’t already know you’re helping to develop a relationship between you or your brand and them. You’ve given them a reason to believe that you know what you’re talking about and therefore allowing them to connect with the services your brand offers.

Short & Snappy

Although there is a case for developing long form, educational and informative articles and blog posts – when first starting out it’s a good idea to keep your pieces somewhere between 300-750 words. By keeping your message short and sweet it allows your reader to consume the information on the go and return to it should they require more information or wish to follow through on your call to action.

Invoke Curiosity

The whole point of your content is to create a sense of wanting to know more in your customer or potential customer. To leave them with subtle questions and a curiosity that they may want to explore. This can be done by posing direct questions (which of course your services can answer) or you can simply allude to there being more information available should they need it.

Curiosity is a powerful tool, however, be careful you don’t create a false sense of curiosity that your content, service or follow up blogs cannot satisfy. Be realistic in what you can offer and what you can answer.

Of course you don’t have to do your blog posts alone, my team at Excalibur Press can create bespoke blog posts for your business with a strong call to action to save you time and energy.

Or alternatively, if it’s just a case of needing to get off the starting blocks you can always book an Inspiration Session with me to help you with some ideas for content marketing and blog posts.

By Tina Calder (Facebook, Twitter, Instagram)

Inspiration Session clinics are £35 for 30 minutes face to face and £50 per hour face to face (+travel outside Belfast). Conference call sessions are £30 for 30 minutes and £45 per hour.

Each Inspiration Session includes a follow up email of notes and ideas as discussed during the meeting along with extra ideas and follow up resources.

To book an Inspiration Session with me or discuss your writing needs email tina@oldsite.excaliburpress.co.uk, call 07982628911 or purchase your session directly at http://oldsite.excaliburpress.co.uk/store/products/inspiration-sessions-tina-calder