How to write a blog post for maximum content marketing effect
Anyone who has worked with a PR firm knows how difficult it is to construct the perfect first sentence. The objective is
to capture the attention of the reader among all the noise that we each are flooded with daily. Driving a strongContent Marketing Strategy is all about effective blogging.
So in short, here is a proxy for getting the lead sentence right: (Follow in order)
- Most Newsworthy Info
- Important Details
- General and Background info
Start with a concise sentence depicting the “Most Newsworthy Info.” Included would be the Who? What? When? Where? Why? and How.
Second, drive down into the “Important Details,” and lastly move to the more “General or Background” info.
Here’s an example of using the principals of Marketing 101used in the Wall Street Journal.
“Hewlett-Packard Co. expects to lay off 2,000 more employees than previously detailed, bringing its head-count reduction to about 29,000 over the next two years, as the technology giant seeks to turn itself around.
With just that one sentence, a reader walks away knowing:
- Who: Hewlett-Packard
- What: Strategy change
- Where: Global
- When: Next Two years
- Why: Seeks to turn itself around
- How: With additional
The rest of the article compares their action to what Dell and others are doing in the space. Further details are given including background info on who Hewlett-Packard is and why Meg Whitman is making the changes.
The reality is that most of us rarely read beyond the first sentence. At XYDO we have had huge success with including 3rd party content along with a mix of content provided by a corporate partner.
The original content is usually made up of blog posts, an offer or announcement. The right mix has proven to be 80-20, with 20 percent being original.