What to look for when designing compelling blog posts?
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Make the value of the post clear – set the right expectations
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Make a list of topics that support a specific conversation
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Start by creating a working title and include a long-tail keyword in the title
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Test how the title will appear on a search engine results page
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Use multimedia content whenever it’s possible to break up the blog post
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Include an interesting fact, statistic, visuals, or videos
Questions to ask
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What is the reader going to get out of it?
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Which long-tail keywords do your buyer personas use?
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Which keywords are associated with our industry?
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How is your blog linked to your content strategy?
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Is it part of a pillar content?
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Is there a conversion path included - CTAs, blog sidebar, lead flows?
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How can videos be integrated into the blog post to reinforce the message?
Typical pitfalls
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Only written text without any structure and visual loosening / support
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Not linking the content of blog posts with relevant core topics
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Design your blog as a one way communication instead of a conversation
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