2 min read

How to design compelling blog posts!

By Barbara Klammer

What to look for when designing compelling blog posts?

  • Make the value of the post clear – set the right expectations

  • Make a list of topics that support a specific conversation

  • Start by creating a working title and include a long-tail keyword in the title

  • Test how the title will appear on a search engine results page

  • Use multimedia content whenever it’s possible to break up the blog post

  • Include an interesting fact, statistic, visuals, or videos

Questions to ask

  • What is the reader going to get out of it?

  • Which long-tail keywords do your buyer personas use?

  • Which keywords are associated with our industry?

  • How is your blog linked to your content strategy?

  • Is it part of a pillar content?

  • Is there a conversion path included - CTAs, blog sidebar, lead flows?

  • How can videos be integrated into the blog post to reinforce the message?

Typical pitfalls

  • Only written text without any structure and visual loosening / support

  • Not linking the content of blog posts with relevant core topics

  • Design your blog as a one way communication instead of a conversation

We invite you to follow our marketing and sales blog. We are going to share with you best practices tips of writing and publishing blog posts and inbound marketing concepts.

So now it is your turn, please share with us your challenges, experience, and benefits of blogging. 


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