Content marketing, especially blogs, have continued to be among the top ways to attract people to your brand. And businesses know this very well. This is evident from the fact that, as per SEMrush, 86 percent of companies develop blog content for their website.
Why? This is because blogs have an avid readership.
OptinMonster reports that every month, over 400 million people view over 20 billion blogs! And according to another survey conducted by HubSpot, over 73 percent of people skim blog posts while 27 percent of them peruse them properly.
However, the goal is not to merely get your blog published. It is to convert visitors. Every blog has a given intent, whether it be to drive traffic to the main website, getting newsletter subscriptions, or increasing followers on social media.
To make sure that your blog succeeds in achieving its purpose, you must develop a high converting blog post. The best way to do so is by observing the top blog posts around you. For your convenience, we have done so. Here are the things you must know about the anatomy of a high converting blog post.
Tips for Writing High Converting Blog Post
1. 3,000+ Word Count
Currently, as per Orbit Media, the average blog post online features a word count of around 1000 words. Yet, the posts that get the most engagement are ones that are over 3,000 words.
A lot of people make the mistake of correlating the length of the content to its success on the search engine. The trick is not to write wordy and verbose content. Instead, it is to provide comprehensive and detailed information about a topic.
The more detailed your writing is, the more helpful it will be to users. Hence, adding fluff just for the sake of reaching the 3,000 marks is not the right approach. Instead, quantity needs to be accompanied by quality.
A great way to write a meaningful and long article is by searching for subtopics for your article and include them in long articles which normally called topic clusters. Do so by seeing the “people also ask” section since it will allow you to know what queries visitors usually have regarding the topic. Also, if possible, try to seek out experts and add insights to make your findings unique.
2. A Catchy Headline
Have you noticed just how catchy BuzzFeed’s headlines are? Regardless of which medium you see them on, you want to read the article to satisfy your curiosity.
This is just one of many examples of headlines that urge readers to read the article. And all high converting blog posts have such titles. The key to writing the perfect headline is to attract the attention of your audience by giving them just enough information.
Neither do you want to be so ambiguous that readers don’t know whether the article is useful for them, nor do you want to offer all information in the title. If you do the latter, there is no reason for visitors to read the full thing!
Think of your blog post title as the trailer for a great film. Just like as an audience, you don’t want the full movie within the trailer; the same is the case with a blog post.
According to recent trends, list-based headlines are highly popular. And as per research done by HubSpot, the optimum length for blog titles is around 6 – 13 words. While you are at it, make sure not to make your articles be a click-bait. While it may increase your traffic in the beginning, it will tarnish your brand image.
3. Up to Date Information
Let’s say you write an article about Google’s recent algorithm update. After a few months, another algorithm change rolls in. The previous article may no longer be relevant.
All high converting posts tend to have up to date information. This means that with every major development within the topic covered, the post is updated. In fact, according to SEMRush, over 51 percent of companies find updating previous content to be an efficient content marketing tactic for high SERP!
Once you have written and optimized a blog post, make a point of going back to it every month to see whether the keyword included in the article is still performing well. In case it is experiencing declining organic reach, change it with other relevant keywords.
Similarly, update all statistics to reflect any new study that might have been published. For instance, while a 2010 stat may seem like a piece of passable information in 2015, it will be a decade old, and hence obsolete today.
4. A Clear Call to Action
As mentioned earlier, every blog post must lead to something bigger. The idea can never be just to provide information to customers. After all, why would you lose the opportunity of promoting your services once you have attracted readers?
This is especially true for B2B firms that don’t use the same traditional marketing strategies as a B2C company. This is because they can use the online medium as a way to illustrate their reliability within the sector and then direct them to the company’s services.
One of the key metrics B2B marketers can use for gauging the success of their blogging efforts is seeing the effectiveness of the call to action. And for an effective call to action, you must:
- Craft an enticing offer like offering something for free or at a discount
- Distinguish it from the rest of the content through design elements
For instance, Moz ends each of its articles by promoting its free eBook or a service that it offers relating to the topic of the blog post.
Every high converting blog post has the four mentioned elements in common. And none of these factors are hard to implement. All you need to do is take your blogging efforts seriously.
Choose topics by first thinking about what would best benefit your target audience. Write a detailed post with a catchy headline and update it for it to remain relevant. And end it with a lucrative CTA.
Do let us all know if your blog post features an increase in traffic and conversions once you do so.