About Blog Posts & Articles
Your blog is a source of fresh content for your site, bumping up your SEO ranking and creating shareable content that will in turn drive new traffic to your landing page. Blog posts are a great way to highlight product features, give advice, tips and tricks, and publish case studies to help your audience understand the full potential of your services.
Structure and Length
Technology has done our attention spans no favours, so keep your writing as short and to-the-point as possible. That’s not to say that there aren’t some great long reads out there, but it’s safer to stay under 800 words if you haven’t got a skilled editor handy.
As a rule, get to the good stuff right away. Use short paragraphs (3 – 4 sentences), descriptive sub-headings, and don’t bury your point in the body of the piece. Readers are busy people and they appreciate posts that are easy to scan and digest.
The tone of your blog should reflect the overall tone of your website, with a slightly more conversational edge. Don’t alienate your audience by using academic language – you have nothing to gain from making them feel stupid. On the contrary, your blog posts should be accessible, engaging, and informative to the point that readers feel your insights are highly relevant to their lives.
It’s a good idea to include quotes, summaries, and snippets that can be easily shared across social media platforms.
Case Studies & Contributors
Case studies are a great way to promote your products in an organic way. An article written from the perspective of your client can give your brand a significant boost, while also giving your readers a guide to using your product in an effective way.
All blog posts should have a featured header image. This brightens up the intro to your post and gives your shareable link a nice visual touch.
Images within the body of the post are not necessary, but charts, graphs, and screenshots of your data tool in action will make the topic of your writing more accessible and provide readers with interesting media to share across their social channels.
As always, make sure that your images are high-resolution and properly sized. If using stock imagery, check that there is no watermark and that you have permission to use the image for commercial purposes.