First off, it helps to be literate and able to form sentences understanding sentence structure and organizing your words into thoughtful sentences rather than run on sentences like this one trying to say everything you possibly can about a subject such as inbound marketing while also leaving the reader wanting more and therefore seeking our expert advice. Second, the introductory paragraph, the part I’m writing now about digital marketing making sure I add an inbound link to my website, this part is where you introduce the topic and get people hooked.
Generally you’ll want to structure this section to hint at what you’ll address later. And make sure you address it later. There’s nothing worse than going to a blog for helpful information only to find out it’s written without a voice strictly for keywords. If we’ve learned nothing from the marketing campaigns on Instagram it’s that we should #liveauthentically…but then actually do it. This is your intro paragraph where you’ll set the stage for the meat and potatoes, or the quinoa and kale, of your post. Since this blog is about analyzing blog posts to help you structure yours, I’d find an interesting way to vaguely explain what the post is about using keywords like inbound marketing and adding links to great inbound marketing services that my company offers. I’ll try to wrap it up at this part of the intro, and we’ll move on to the core of the post.
You can also move on by breaking your topic into a list and use this symbol as segue:
- Lists have become hugely popular over the last couple years. From Buzzfeed articles to RedBull to every company brand and blog under the sun. Sometimes they are helpful, other times it’s a regurgitation of a regurgitation. Lists provide a solid beginning and end while also appealing to our work-oriented brains.
- It’s important to have a voice in your blogs, a vision and a focus by offering genuine content and bring your own thoughts into the equation. Take a risk and write a blog that’s a little ‘out there,’ just make sure it aligns with your company and principles of that company.
- Chances are the websites and blogs you visit offer original content that is produced and displayed consistent with their vision and your vision of their brand. The drive for consistency and unique content should be your goal.
- While writing a blog, be sure to check your information and distinguish whether you’re providing a personal opinion or fact. The path to blogging success is via trust, truth and accuracy.
- Like this blog, sometimes it’s ok to add your personal voice. Change it up from time to time as long as you’re still in line with the overall message of your company and you’re providing people with interesting information they can use.
- I assume these blog posts build trust with you all, the beautiful, interested, learned readers. It’s good to analyze the data to be sure.
- Try not to get off topic in your blog. Remaining hyper-focused on one topic, one instance or one theme will help keep your audience interested instead of wandering off your page. You may only have one chance to appeal to someone and first impressions are the most important in the digital world.
- Know that blogging takes time. You may strike gold the first time out, but chances are you’re going to need to build an audience, leads and promoters over time. Especially if you’re a new company or a small business, you may not be able to operate at the level of an in-house publishing company like many large brands. Fortunately the internet has leveled the playing field and created less barrier to entry.
- If you’re making claims, be sure you can back it up with hard data and facts. If you’re using statistics, be sure to link to the original source and give credit where credit is due.
This is the part of the blog where you wrap up what you’ve discussed. Think of it as a sandwich, or a bookshelf with bookends. You’ll use this part to remind the reader what they’ve learned from the blog post and what they’ve read. In this case, blogging over time, with a strategy, consistency and purpose, will help grow traffic organically. Furthermore, blogging is a way for a company to remain relevant to potential leads and existing customers. You can end your post with a brief statement about what your company offers and make sure to mention to check out your blog for more information. You should break the rules and the formula.