Sometimes I write blog posts until my fingers are sore from typing all of my thoughts and words out. We won’t even start on my notes that go into something before writing a blog post. Since last February, I’ve created a total of 102 posts. Some are drafts and others are complete blog posts.
But, from those posts, I know that in order to have great blog posts and to get blog readers, I have to create. Frankly, I’m surprised that I haven’t written more posts.
With these posts though, I also want them to resonate with our audience, so I’ve tried to determine the right combination of elements that go into the best performing blog posts.
1. Data
No one wants to read a fluffy blog post…unless it’s about corgis.
Including data or stats to back up your points in your blog posts provide credibility and an objective argument for what you are writing about. There is so much data surrounding various topics and marketing channels that there isn’t any reason why you shouldn’t include something about it in your post.
2. Long…or short
Long or Short? This is an epic battle of proportions…literally.
There are arguments for both and to be honest I lean towards creating longer pieces of content as they seem to resonate with our audience more. In fact, longer copy does convert better than short copy. Yet, one thing that both sides can compromise on is that the quality of the pieces better be high or it won’t perform at all.
3. Visuals
I’ll probably cite those stats until I’m blue in the face (or until I see more visual content), but visuals in your content, especially blog posts, are incredibly important. They increase the effectiveness of your post.
4. Shareable
Factors that determines if your blog post is effective, is its reach and overall total of social shares it will get receive.
Don’t believe me? Upworthy is a shining example of this as they create and recycle posts that are the epitome of shareable. They define what it is to be viral.
This slideshare is chalked full of great tips for your content creating needs to make them more shareable to reach an even wider audience.
5. Optimized
Ok, you really can’t just post something whenever. There are optimal times where your audience wants to read something. Some extra work may come into the mix in regards to promotional tactics on social media and potential outreach; however, if majority of your audience is on at 2am, why not post your blog post up then?
6. Title
Whether you like it or not, there is an 80/20 rule for headlines because on average only 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.
But, you shouldn’t just stop at your title. Your great title should give your readers something to look forward to when they dive into the rest of your post.
7. Actionable
Yes, blog posts should provide some sort of educational value to the reader, but sometimes you can easily get caught up with hoping to provide value with your teachings that you easily sound like the teacher on Charlie Brown. Maybe some of your post provides commentary on new tactics or strategies, but it gets old when you are droning your readers in text. You want your readers to learn something, but you also want them to have takeaways to put into action.
Some of the most engaging posts that I’ve come across have all given readers tasks to implement into their marketing now. Try answering how the reader will be able to perform x task better after they read your post.
8. Easy to Read
I’ve been a little jaded when it comes to things being beautifully simple, ahem TrackMaven, so the complex pieces of data and design work from TrackMaven that is put in front of me has never given me a headache. Mostly because it’s beautiful and second because it’s just plain easy to read.
When you are creating a blog post, your reader shouldn’t have to dig for the important tidbits, instead it should pop out in a way that’s easy for the eye to catch. For example, headlines and sections should allow the reader to quickly skim through the text to pick up your most important topic points.
Also, avoid using mind-boggling jargon that your reader should have to Google the meaning for at every sentence. Keep it simple and clear.
9. Sources
Along with including data, stats, and visuals in a blog post, it’s also a must to include links to the source of the piece of information you’ve found. It adds another level of credibility to your piece. Not to pull an elementary lesson out but, if you don’t cite your sources you are stealing and plagiarizing other writers’ works.
10. Consistent
This is something that I continue to struggle with at TrackMaven regarding blog posts — consistency. Generally, I am the sole creator of content and editor at TrackMaven, especially when it comes to the blog. However, creating content in a consistent way and time, let’s readers know that they can come to your blog at a certain time every day for a new post.
There are outliers that may show other things as to what a killer blog post looks like, but these elements to remain true with some of the top posts we’ve found. Here are some examples from bigger brands:
1. Cisco
“Public Sectors Worldwide Capture Value from the Internet of Everything”
This blog post top performing post for Cisco. It had 10.76 times more social interactions than their average.
What made it work so well?
1. Great Title
It has a pretty solid title that makes me want to read into it a little more.
2. Easy to read
The font was legible and the design made it easy for the content to be consumed. Also, the body of the work was concise to capture the essence of the lofty title.
3. Longer form of Content
This post had a word count of 737.
4. Shareable
Cisco made it easy for anyone to share their content. The social sharing bar follows you down the post!
2. Gilt
“Matt Baldwin’s Guide to KC”
This was a pretty impressive post from Gilt considering its performance. The post had 62.07 more times social interactions than their average.
What made it work so well?
1. Actionable Value
If I’m going to Kansas City, I now have this insider’s guide.
2. Clear Headlines
I can easily skim through the post to get what I need out of the guide in about 7 seconds.
3. Feature Image
The image at the top captures everything I’m about to read visually.
Writing a blog post is one thing, but compiling the right ingredients to make it a killer post takes a little more work. Incorporate some of these things into your future posts to get some better performance.