A blog is the heart of digital campaigns.
For consumers, blogs provide the latest information about their favorite trends, news, and industries.
The heavy role blogs play in the lives of consumers has made them something of a “home base” for content marketing efforts. But because roughly 2 million blogs are published daily, the battle for consumer attention is fierce.
To stay competitive in the crowded blogosphere, marketers MUST create content that is informative, engaging, and written specifically for a select target audience – which is easier said than done.
“To stay competitive, marketers must create informative, engaging blog posts for their clients.” – via @procreativity. (Tweet This)
But all too often, we come across incredible companies with blogs that are so bland, they’re almost painful to read.
Don’t waste clients’ time (and money) by publishing ineffective content.
Instead, take extra time to create more helpful, visually appealing blogs – even it if means cutting down on quantity to do so.
Below, you’ll find four subtle elements many marketing agencies miss on their clients’ blogs.
The Subtle (but important) Elements of Blog Posts
1) On-Page Images
Adding a header image to your blog is a start – but not the finish – of the visual media you should be adding to client blogs.
According to experts like ProBlogger, posts with images sprinkled throughout the copy receive more engagement than those without.
“Blogs with multiple images in the copy receive more engagement than those with just plain text.” -via @procreativity (Tweet This)
For the best results, we recommend using different types of images in each blog you create.
The four most popular images used in blogs include:
- Stock Images
- Custom Images
When it comes time to order another batch of content for your clients, request that your writer or content agency includes images with the order.
If they’re not able to fulfill that request, consider sourcing images in-house or partnering with a freelance graphic designer.
Learn more about other on-page elements to include in blogs.
2) Social Signals / Sharing Opportunities
Social media is one of the leading ways for brands to syndicate and promote their content organically.
The leading blogs in every industry gives their readers a chance to share full articles (or tidbits of them) on own social profile.
Just take a look at how well Neil Patel does this with his blog posts:
This can be done by adding a “share” sidebar to your clients’ blog, or by incorporating small “share this!” prompts throughout the blog (like what we did here.)
If you choose to add a floating social sidebar, try the following WordPress widgets:
1) Fuse Social (Recommended)
2) “The” Social Media Bar
3) Social Icons
3) Calls To Action
A call to action (or CTA) should be included at the end of every blog post.
CTA’s doesn’t have to push a product or service, but it SHOULD encourage the reader to take engage in an activity that helps them learn more about the site or brand.
A few things you can encourage in a call to action include:
- View related blog posts
- Learn more about a product / service
- Download a lead magnet
- Like one of your social media pages
- Join a mailing list
Get more information about CTA’s from CoSchedule.
4) Responsive Text
Every section of content on your clients’ website should be responsive. Unfortunately, it’s common for this tidbit of formatting best-practice to be overlooked.
Because a huge percentage of internet activity is conducted on mobile, ensuring your blog’s font can automatically format to different screen sizes is essential.
Here’s a video to get you started with responsive text on WordPress:
Remember: content is made to be read by humans, not crawled by search engines.
Are you already incorporating these advanced elements of blog posts into the content you order for clients? If not, we challenge you to start and track your results.
By taking the extra steps to optimize your blogs beyond SEO best practices, you’ll create more engaging, visually appealing content that your clients’ audience can enjoy.