We are sharing an excerpt from the book “Everybody Writes! How to Create Content That Works ,” in which Ann Handley, a digital marketing specialist, teaches how to write engaging texts to develop a business or personal brand.
A few weeks ago, I asked writer and businessman Guy Kawasaki if the quality of content on blogs matters.
I must admit that I was teasing Guy at that moment. But my heart skipped a beat when he replied: “It’s like asking if the quality of food in a restaurant is important. Style, manner is the most important factor of success. Everything else: newsworthy, design, frequency of publications – is secondary.”
Here are some tactical suggestions that have more to do with the structure of the post than its content:
Keep your headlines short. Guy Kawasaki recommends four- to five-word headlines. However, you can experiment with the length; it’s not as important as accuracy and your audience’s preferences.
The average blog title is 40 characters long, but posts with slightly longer titles — about 60 characters — get the most likes and shares. But posts with titles longer than 60 characters are noticeably less popular.
Use visual elements. It is advisable to insert a large image or video into each post. And let them be original.
Be mindful of timing. According to Guy Kawasaki, the best time to publish a new post is between 8 a.m. and 10 a.m. on weekdays (in the time zone where your readers live). TrackMaven data shows that the most popular days for blog updates are Tuesdays and Wednesdays.
However, the 13% of materials published on weekends are, on average, more often reproduced in social networks, and users are most active in sharing articles they have read on Saturdays. Only 6.3% of updates are published on Saturdays, but they account for 18% of the total number of reposts in social networks.
Use numbered or bulleted lists. “An ordered list is a sign of a disciplined analytical mind and a concern for the reader’s convenience,” says Guy Kawasaki. I couldn’t agree more. Lists also provide white space on the page, making it easier to read.
Don’t forget about repost and subscription tools. Offer the reader the opportunity to convert their visit into something tangible (i.e. perform a specific action: buy, download, subscribe, etc.).
Be concise. A blog post should not exceed 1,500 words; in addition, the text needs a clear structure – subheadings, highlighting key points, etc
Experiment. Try new tools and approaches. I can list successful methods and give specific examples. But you know what works best? Find out what works for your audience and do it again, and again, and again.
Treat the rich opportunities that a blog provides as rich opportunities. Optimize. Create. Play. Enjoy.