Content Creation

The Anatomy of an Excellent Blog Post [Infographic]

By October 31, 2014 No Comments

what makes a good blog post

This is the second in a 5-series post that aims to break down what’s good in content. First, we covered how to create brilliant whitepapers.

Today, we give you the blog post. People spend between 0 and 2 hours per day reading industry-based content or news, and there are roughly 2 million blog posts published each day. If all blogs were equal, that would mean you’d have a .006% chance that any one person would find and read your post.

The good news is, all blogs are not equal.

Some stand out, while other remain undiscovered or entirely forgotten.

We’ve dissected one of our best performing posts to bring you key insights about what makes—or breaks—a blog post. Here are the top-line findings.

The Anatomy of an Excellent Blog Post [Infographic] by @jeanwrites

Stats on This Post

  • 4,900 pageviews
  • 4,500 unique visitors
  • 255 Facebook shares
  • 757 LinkedIn shares
  • 1,300 Twitter shares

(The above screenshot comes from inside the Kapost platform, where analytics are compiled into one convenient screen. Demo it.)

Make Your Blog into a List Post

  • Studies show list posts perform better than narrative posts in terms of engagement, unique visitors, and overall comprehension of the article.
  • List posts keep readers engaged with pithy bits of information.

Give Yourself SEO and UX Boosts

  • Put your keywords at the front of your headline. This gives an automatic SEO boost, and also helps readers understand exactly what your post is about—particularly helpful when looking at a full screen of Google search results.

Explain Why Your Blog Is Worth Reading

  • There is so much noise out there, readers need to know WHY they should read your article. Put the value of the post, and the reason the reader will benefit from engaging with it, early in the copy. It should flow: HOOK –> NUT GRAPH –> REASON TO CARE –> EVERYTHING ELSE

Use Subheadings

  • Just like lists, subheaders break up copy to make it easier for readers to consume. Or shall we say scan. It turns out only a fraction of web users actually read web copy word for word.

79% of web readers scan. Only 16% read word-by-word. Stat from @nielsen

Keep Copy Tight

  • Don’t get wordy on the web. Web copy can be simple, phrase-like, and straight to the point.

If you’re ready to start building blogs that convert, follow these simple steps. We’ve even crafted a blog post template to get you started.

Jean Spencer

About Jean Spencer

Jean is a Content Marketing Strategist, Cloud & Enterprise at Microsoft, focused on pushing and redefining the limits of what content marketing can be. She also likes to do crossword puzzles and rock climb.