What Does A Perfect Blog Post Look Like? 3 Essential Tenets

Everyone claims to have a secret to success, a “perfect recipe” that makes their product a cut above the rest. KFC relies on its 11 herb and spices blend. Dr. Pepper has a super-secret proprietary blend of who-knows-what that produces that iconic taste and flavor. My husband injects his chicken and turkey with butter infused with secret spices that makes it mouthwatering and flavorful with every bite.

We all have secret recipes to our success, and they apply to more than just food. Even the perfect blog post follows a certain formula. Of course, this formula may deviate a little from company to company depending on its goals, but the basics remain the same. At CEM, we believe that certain guidelines make for more successful blog posts. But we’re not here to safeguard them – we want to help your business grow and increase your readership. That’s why we’re laying out these best practices for creating the perfect blog post. Let’s dive in.

1. Create The Perfect Headline

Ideally, your blog post will start with a headline that both grabs a reader’s attention and encourages them to keep learning. It’s no secret that people have a short attention span, particularly on the internet. In fact, that rumor about internet users having a shorter attention span than a goldfish is true. The average internet user has an attention span of a mere 8 seconds – which means you don’t have long to make an impression. Since around 60% of readers don’t make it past the headline, you have both a challenge and an opportunity on your hands.

Create a compelling headline by doing a little brainstorming. Start with a general idea of what your blog’s about, and narrow it from there. Generally, people like headlines that offer information in a listicle format, so “5 Ways To Create a Compelling Headline” might be more interesting than “How To Create a Headline.” Additionally people tend to respond favorably to evidence-backed titles in the age of misinformation, so a better suggestion might be, “5 Ways To Create a Compelling Headline, According To Science.”

2. Find The Optimal Length

The optimal content length is a matter of hot debate in the content marketing world. On the other hand, it’s hard to argue with cold hard facts. And those facts suggest that, in spite of a reader’s lackluster attention span, longer content tends to rank better and produce more compelling results.

Caveats to this notion exist, however. You should never sacrifice quality to achieve length, and your blog post should consider length with regard to the following:

  • The goal of your post. If you can say something well in 250 words, keep it at 250 words. Don’t add another 750 just to follow a guideline.
  • Your personal style. Some people tend to be naturally conversational in their blog posts, which naturally makes them longer. Others like to convey a point succinctly and move on. Your own personal style will affect the overall length of your posts.
  • How often you post. Some companies post multiple updates per day, which could necessitate shorter posts. If you don’t post as frequently, consider more long form pieces.
  • Your audience. Obviously, your target audience will affect the ultimate length of your piece. If your target audience will appreciate a succinct piece that conveys the information they need in a short time frame, do it.

In general, pieces in the 1000-2000 words range tend to be worth the effort. However, these lengths may vary based on the factors listed above.

3. Craft Your Meta Description

Meta Data tends to be an underrated, but an essential aspect to a perfect blog post. Some people view it as a mysterious entity, but it’s not hard to do once you have a basic understanding of what it is. Simply, a meta description is the block of text that appears under your headline on a google search.

What makes for good meta data? First, your meta data should be short, somewhere between 150 and 160 characters. It should be concise and implicitly compel your readers to click on a link to learn more about a topic. Finally, it should use relevant keywords, if possible.

Lastly, all meta data should be unique. Some people make the mistake of copying and pasting meta data and using it across multiple blogs or site pages. While your meta data does not factor in to improve your Google ranking, having duplicate content can and will hurt it.

Putting It All Together

The recipe for a perfect blog isn’t actually that difficult or secret – it’s simply a matter of having a compelling headline, the optimal length for your target audience, and meta data that pulls a reader in. By following this formula, you can create blogs that convert leads and keep your readership engaged. Of course, if blog writing is not your forte, we’re here to help! CEM creates optimized content based on the needs of your clientele and customers.

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Sarah Voigtman

Sarah is a native Michigander and mother of three. She spends her spare time searching for the perfect burger recipe and navigating the tumultuous waters of parenthood.

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