To get anywhere with your blog you need to publish at least one post per week. These posts needs to be carefully researched, engagingly written and well structured so as to be both easy to read and rank well in search engines.
I offer 4 categories of blog posts as a standard. These are just a guide; let me know if you have a specific format in mind.
“Basic”: 700+ word blog post
The debate will forever rage about the relationship between word count and SEO performance, but suffice to say that a 700 word blog post will strike a good balance… not too long and not too short. This is a minimum length, some posts will naturally flow over their target by a couple hundred words. These posts are a great way to relate to topical issues and are perfect for sharing regularly on social media and ensuring your blog stays active which will keep you in the good book’s of a certain search engine.
“Feature”: 1,200+ words
Feature articles go into more depth than Basic posts and they are a great way to really drill down into a topic. They will usually feature more images and video embeds than basic posts. Search engines really love long form content and these posts won’t fail to disappoint. They are a great way to motivate a call to action (CTA) such as signing up to email lists, registering for free accounts or checking out your products and services.
“Deep dive”: 2,500+ words
Deep Dive articles really mean business. They often take the form of “how-to guides” and are aimed at providing detailed, concrete advice to your prospects whilst firmly establishing your authority in your niche. They will be highly structured with plenty of bullet point lists, illustrative screen-grabs and detailed examples of how to solve your audience’s pain points.
“Pillar articles”: 3,000 – 5,000 words
Pillar articles, sometimes referred to as Evergreen articles, are long-form blog posts that demonstrate your brand’s total mastery of a subject. They are designed to continuously draw in organic web traffic over many months and even years. You can offer them as incentives for prospects to enter your sales funnel or link to them in your outreach efforts to establish your brand authority. They are great for targeting your brand’s top line keywords and they are likely to generate lots of backlinks as other sites reference them in their own content.