Wouldn’t it be nice if someone dissected what it is that makes a blog post engaging?
We all want engagement with our blog post, and I’ve even read blog posts that give advise like “Write engaging blog posts”, without commenting upon what is it about blog posts that makes them engaging.
Your headline matters, BUT…. you have to strike the right balance between SEO formatting (your title is THE most valuable SEO real estate on your entire website) and appealing to people.
I would like to recommend a paper written by Sean D’Souza of PsychoTactics.com, titled…
>>>> Why Headlines Fail? <<<<
A very brief summary of his post is that effective headlines:
- Ask a question
- Speak to a problem (rather than a solution)
- Increase curiosity
Beyond the Title
Once the title has attracted someone to your post, how it is formatted helps them decide to read it.
The First Sentence
The first sentence of your post should also ask a question, speak to the problem, and increase curiosity, but should not be a repeat of the headline.
A Single Question or Point
There are two types of blog posts. Short and long.
I call them “snippets” and “pillars”.
Snippets are short (200 to 250 words) and answer one question or make one point. Single point posts tend to be more engaging than longer posts (there are exceptions) as they are easy to understand (when well written).
A Logical Structure
The logical structure is important both in terms of you making your point (you can provide your evidence then end with your point or start with your point then support it with evidence that follows).
But you also need to format your logical structure onto a clean visual structure.
A Visual Structure
A clean visual structure means the screen is not crowded. It means the use of section headings such that the heading provides a glimpse of what’s in the section. It also means the use of bold text to draw the eye to specific words and phases that you think you’re reader is interested in.