Anatomy of a Blog


Blogging. It’s one—if not the—most valuable marketing tools a business has to engage with its customers. Today’s blogs are pieces of “digi-iterature” that are changing the way businesses work and connect with consumers.

What is a blog?
The word blog is short for web log. Contrary to conventional websites, blogs are more like an online diary, a place to consistently post short messages. You can offer “expert” tips, share your knowledge, discuss products, topics or services pertinent to your business or industry or keep readers updated about what’s going on in a more informal way.

What makes a good blog post?

Headline: The headline is the most important part of your blog. You want it to be catchy so it will grab the reader’s attention. It’s a fact that eighty percent of people will read your headline but only twenty percent will read your entire blog.

Opening: Do you want to turn heads with your opening? Ask a question, state a fact or start things off with a quote. The goal is to point the reader in the direction you want to take them for the rest of the article.

Sub-Head 1: The sub-head’s job is to invite people to read your first piece of content and that’s it. How can you do that? Make a promise to your readers and give them a benefit. It could be a free newsletter, tips or advice that pertains to your blog topic.

Content: Your first piece of content (A good blog typically has two.) should trigger an emotion in your reader. When people get emotional they pay attention. It’s also more likely they will take action after being put into that emotional state.

Sub-Head 2: This is where you promise readers exactly what they’ll learn via step-by-step instructions on how to do something. You’ve already made the connection now it’s take to get them to take action.

Content: Give your readers practical, easy-to implement advice. If they get results from your blog, they’ll keep reading your posts.

Call to Action: Close your article with a call to action. A CTA is a request for the reader to do something. It could be as simple as asking them to leave a comment, purchase a product or sign up for your newsletter.

Now that you know what makes a good blog post it’s time to start writing.

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