Content R-U-L-E-S

12 Blogging Guidelines for You

Your web site content needs help.

Or at least it needs some serious attention.

Relevant and engaging content on our web sites and blogs is of the utmost importance. Without it, we wouldn’t have readers and an audience. I don’t want to use the already overused term “Content is King” but what it really comes down to is, Content is King.

I’m currently reading a book called “Content Rules” by Ann Handley and C.C. Chapman. It’s all about how to create killer blogs, videos, webinars, eBooks and more that engage your readers, inspires great thinking and enhances your online business efforts.

The book is really interesting and I wanted to share these great nuggets of information as it pertains to blogging guidelines. These are always great to revisit time and time again to keep you on a path to blogging success.

1) Define your purpose
The heart of your blog is your content. Content really is King. But so is your web site’s purpose. You must be able to address and answer the following:

Who is your audience? Who is your competition?
What is the focus of your blog? What is it about?
What goals are you trying to achieve?
Have you set metrics for measuring those goals?

2) Set a reliable schedule
It’s important to deliver blog entries on a regular basis. At least twice a week is optimal. Maybe choose to post on Tuesdays and Thursdays. You can also produce several blog posts at once, then publish them throughout the week. But don’t set unrealistic goals for yourself. Everyone’s life is different. Set your own schedule, and one that works for you

3) Mix it up
Give your readers a variety of topics to enjoy. Mix short posts and long posts. Serious posts and light-hearted posts. Keep your readers guessing and offer them a variety of blog content. Readers like to be surprised, entertained, inspired and educated, so mix it up and mix up your content. It will keep you and your readers more engaged.

4) Move beyond the written word
Many blogs are text heavy. Use photos in your posts to add a visually appealing element or to help support and further your point. Check out inexpensive stock photography web sites or even include photos you’ve taken into the post as long as they’re in agreement with your subject matter. You can even include charts, infographics, and YouTube videos. But if you do include photos or graphics into your posts, make sure you also include keyword text (alt-text) to name and describe those photos and graphics so search engines can also understand what the embedded item is about.

5) Size matters
How long should your posts be? Well if obtaining search engine traffic is important to you, it’s recommended your posts be at least 400 words. However, don’t add filler copy to a post that only needs to be 200 words. It won’t make your readers very happy. Instead, just concentrate on making your post long enough to communicate the essentials, but short enough to keep it interesting.

6) Learn how to write killer headlines
The headline is the most important* part of your blog post. Spend as much time on it as you would to develop the entire post if you need to. A good title should accomplish several things – grab your reader’s attention, pique their curiosity, and encourage them to read more. If you’re worried your main headline needs an extra push, add a short, descriptive subtitle to spell it out. Subtitles are also good places to include search terms and keywords.

* Headlines are so important, this topic probably warrants its own blog post.

7) Design is important
Your blog should have style and personality. WordPress templates can be a lifesaver when it comes to designing a simple and unique web site. Spend time looking at other blogs and the kind of designs and layouts that really interest you. There is no right or wrong way to do it. Just make sure you choose a web site template design that supports you and your content needs, and one that will also attract and engage your audience.

8) Create momentum
What action do you want your readers to take? This is a key question you need to answer before you write and/or publish your post. Include specific and relevant calls to action or triggers on each blog post. Readers don’t like to feel lost. Help them find their way. Many experts suggest you include 3 triggers on every post. One beneath the headline, one to the right of the content (in the sidebar) and a third below the post itself. The goal is to create a path for your reader to get them to take an intended action.

9) Consider comment moderation
Getting comments on your blog posts can spark great conversation. However sometimes these comments can be negative and damaging or spam related, so it’s always a good idea to moderate the comments. It’s not editing, it’s just good manners, and it keeps inappropriate or off-topic comments off your site.

10) Categorize and tag everything
You should categorize every post, assigning at least one category to it. The intent is to allow readers to click on those specific category names to find other posts you’ve written on the same topics. Readers love to review categories of topics, and search engines love them too.

11) Write the way you speak
Find your voice, and write with that voice. The casual, informal nature of blogging means you don’t have to create a perfect post every time. So write the way you speak – friendly, casual and accessible. In short, be a good friend. But that being said, make sure to check and correct your spelling, grammar and typos too. Getting sloppy with your copy is never a good way to win friends and readers.

12) Don’t overthink
The beauty of blogging is that you don’t need to tell a complete and balanced story every time. It’s okay to leave a little room for future development. It’s okay to leave stuff undone. It allows your audience to add their views and opinions. It’s not okay to overthink or overrefine a blog post. Let it flow naturally and your readers will appreciate it, because it comes from you.

Now get out there and create some killer content! :-)

- Jeff