When it comes to crafting a blog post that actually get read, research is your secret weapon. But hold on, we’re not talking about your run-of-the-mill keyword research and SEO tactics (although those are important too). We’re talking about digging deeper, understanding what makes your audience tick, and uncovering those burning questions they’re dying to have answered.

Research topics from a qualitative and keyword perspective:

So, let’s dive in and create a killer blog post strategy that combines the best of both worlds. Start by selecting a handful of keywords that resonate with your target audience. Don’t be afraid to mix it up and throw in some variations of those keywords to spark your brainstorming session.

Next, armed with your keyword arsenal, it’s time to roll up your sleeves and get down to business. Fire up tools like SEMRush or Ahrefs to explore the top search results for your chosen keywords. Take note of the content that’s striking a chord with readers and gaining traction.

Now, if you don’t have access to these fancy tools, fear not! You can still conduct your research manually by typing those keywords into Google and skimming through the top results. Look for patterns, popular topics, and valuable insights.

But hold your horses, we’re not done just yet. It’s time to add a dash of qualitative research to the mix. Keep your finger on the pulse of your industry by staying updated on trending topics and conversations.

Take a peek at your content performance and identify those golden nuggets that are resonating with your readers. And don’t forget to tap into the knowledge of your sales team. What burning questions are they encountering from prospective customers day in and day out?

By blending the power of keywords with qualitative research, you’ll be serving up blog posts that your audience craves. It’s all about striking the right balance between what they want to read and what they’re actually searching for.

So go ahead, let your creative juices flow and create content that not only ranks high in search results but also grabs the attention of your readers.

Recap:

• Choose focused keywords for planning.
• Use tools like SEMRush or Ahrefs for research.
• Combine qualitative insights with keyword analysis.
• Create content that resonates with your audience.

 

2. Grab readers’ attention with clear expectations:

 

Let’s get real for a moment. When someone lands on your blog, you’ve got a mere 15 seconds to capture their attention. That’s right, blink and they’re gone!

So, cut to the chase and let your readers know exactly what they’ll get from your post right off the bat. No beating around the bush. This means putting your cards on the table and revealing the juicy details within those first few sentences.

You can even sprinkle in some H2 headings to make it easier for readers to skim through the content (more on that later).

Now, I know what you might be thinking. Does this approach align with what we consider “good writing” in traditional education? Well, not exactly. But here’s the thing: your blog readers aren’t looking for a leisurely, whimsical read.

They’re on a mission to gather information, especially in the B2B realm. Time is of the essence, and they want to get what they need pronto so they can move on to the next item on their to-do list. So, let’s cut to the chase and give them the valuable content they crave!

Recap:

• Within seconds, convey the value of your post.
• Prioritise informative and concise openings.
• Consider the quick information needs of B2B readers.
• Craft an engaging experience to keep them reading.

 

3. Make sure you use H2s and H3s:

Now, let’s talk about subheadings, specifically those nifty H2s and H3s. They are like signposts that guide your readers through your content with ease, helping them find the exact information they’re after.

And when your readers can effortlessly navigate your article, it increases the likelihood that they’ll actually read it, stick around on your site, and even come back for more when they need additional insights.

Now, there’s a debate brewing about whether H2s and H3s have a direct impact on SEO compared to using bold subheadings or larger text. Does Google really pay attention to the specific format of those headers?

The jury’s still out on that one. But what we do know is that incorporating these subheadings brings uniformity to your formatting and gently directs your readers’ gaze, making their reading experience a breeze.

So, take this simple yet valuable step to enhance the chances of your blog post being read and enjoyed by your audience. Trust me, it’s an easy win!

Recap:

• Employ subheadings to aid scanning.
• Utilise H2 and H3 headers for clarity.
• While SEO impact is debated, maintain consistent formatting.
• Improve your blog’s chances of being read with subheadings.

 

4. Use white space to break up the text

Let’s talk about the importance of white space when it comes to reading content on a screen. Reading online is a whole different ballgame compared to flipping through the pages of a physical book. That’s why it’s crucial to break up your text with generous amounts of white space.

You see, reading large blocks of text on a screen can be overwhelming and strain the eyes. We don’t want our readers squinting at a wall of words, do we? That’s why blog posts lacking sufficient white space often go unread.

So, remember to give your content some breathing room and make it easier on the eyes of your readers. They’ll appreciate it!

Recap:

4.  

• Screens require text to be visually digestible.
• Incorporate ample white space for ease.
• Avoid overwhelming readers with dense blocks.
• Use white space strategically to captivate attention.

 

5. Use”RELEVANT” images and use “ALT Text”

Let’s talk about the power of images in your blog posts. Just like white space, images offer a refreshing break from lengthy blocks of text, giving your readers’ eyes and brains a well-deserved rest.

But it doesn’t stop there! Images also serve as powerful tools to visually illustrate your points and engage visual learners. Plus, they provide an extra SEO boost for your blog.

Remember to attach alt-text to every image you include. This not only provides more information for Google to index but also convinces search engine bots that your post truly matches the intended topic. So, embrace the visual appeal of images and make them work wonders for your blog!

Recap:

• Break up content with visually appealing images.
• Illustrate points and cater to visual learners.
• Include alt-text for SEO indexing benefits.
• Boost your blog’s search relevance with optimised visuals.

 

6. Create highly-clickable headlines

Let’s dive into the world of headlines and their pivotal role in the success of your blog post. Your headline is what entices readers to click on your link in the search engine results pages (SERPs). It must be concise, clear, and compelling enough to grab their attention and lead them to your blog.

Before your copy takes centre stage, it’s the headline that carries the heavy lifting. So, it’s important to avoid being overly clever at this stage. Crafting a strong headline involves specific elements:

• Be specific and transparent about what readers will learn.
• Provide enough information to showcase the value your post delivers.
• Address questions that resonate with your readers.
• Incorporate your primary keyword (and other relevant ones naturally).
• Avoid clickbait tactics that promise solutions beyond your post’s actual scope or complexity.

Remember, your headline sets the stage for your blog post’s success, so focus on clarity, value, and authenticity to captivate your audience.

Recap:

• Headlines determine click-through rates.
• Be concise and clear, answering readers’ needs.
• Incorporate relevant keywords naturally.
• Avoid misleading or exaggerated claims in headlines.

 

7. Optimise meta descriptions and URL slugs:

Let’s talk about the importance of your meta description, the brief snippet that appears beneath your headline in Google search results. It’s a concise summary of what your web page offers.

Just like your headline, the meta description plays a crucial role in enticing readers to click and explore your page. It significantly impacts your organic traffic and helps attract new customers.

Now, let’s not forget about your URL slug. This refers to the text that follows the final / in your URL, such as workwithnorth.com/blog/. A concise slug serves two purposes: it provides a clear indication of what the webpage is about and enhances reader trust in your website.

Consider this: Which URL appears more trustworthy to you?

A concise slug helps tell your reader what the webpage is about while also boosting their trust of your website. After all, which URL looks more on the up-and-up to you:

workwithnorth.com/blog/write-a-great-blog-post

Or workwithnorth.com/blog/56j9999h?

Recap:

• Craft enticing meta descriptions for search results.
• Utilise concise URL slugs to convey content.
• Increase organic traffic with effective meta descriptions.
• Build trust with clean and informative URL slugs.

Conclusion

Writing a blog post people will actually read involves several steps, but the core takeaways to remember are these:

Choose a topic that readers want to know about, and deliver on it.

Use keywords, SEO, headlines, meta descriptions, and slugs as tools to make sure your readers actually get to your post.

Once they’re on the page, it’s time for your copy to wow them.

If you’d like some help developing stellar blog content, get in touch!