Blogging can be an effective component of any content marketing strategy. A well crafted blog will help your organization connect with its audience and, in the longer run, improve your organization’s search engine visibility.

But how does one write the perfect blog post?

Obviously, a successful blog post should be well written and contain relevant content. But successful blog posts should also make use of the following web writing styles and techniques:

1. Be informal

This is an important blogging rule! Good blog posts should be casual and conversational in tone. (This means you can discard some formal grammar conventions if you believe it will help you better convey your message to the reader.)

2. Use headings, subheadings and bold font

Text that stands out—via headings, subheadings and bold font—will help your viewers scan for important keywords, themes and solutions.

3. Short sentences and short paragraphs

Get to the point and give your reader’s eyeballs a break! Reading long paragraphs and sentences on the web can be tedious and cause eyestrain.

4. Bulleted and numbered lists

Bulleted and numbered lists are very easy to scan and should follow a logical order. The list format is especially useful if you’re writing a how-to blog post.

5. Include keywords

Be sure to include important keywords in your blog post’s title, URL, description and text. But don’t overdo it. Keywords should make up less than 10% of your article.

6. Use lots of imagery

Great images—such as pictures and infographics—can add an entire new dimension to your blog post. Be sure to use keyword-rich alternative text and descriptions for your images.

7. Include calls to action

Always include at least one call to action, especially when writing for communications or marketing purposes. A call to action can be a contact form, “learn more” link, or a “Purchase/Donate Now!” button.

I hope these web writing techniques will help you in your efforts to produce the perfect blog post. Happy writing!

John

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