How to: Blog – what makes a good blog post?

A blog is quick to set up – but a really good blog post needs more than just a bit of text. If you really want to make an impact with the content of your (company) blog – for your readers and for your Google ranking – it’s all about the right ingredients. What makes a blog worth reading and findable? We’ll show you the four most important factors.

1. relevance: Write blog posts that are really interesting

One of the most common mistakes when blogging: You just write away without checking whether the topic is even exciting for the target group. Relevance is the key.

Good blog posts answer specific questions from your customers – ideally even before they are asked. It’s about solving problems, clearing up uncertainties or providing guidance.

A useful tool for finding topics is answerthepublic.com: Simply enter a keyword and the tool will show you questions and terms that people enter into Google for this exact topic. This will quickly take you to content that is actually being searched for – and read.

2. structure: make it easy for your readers

Even the best content is useless if it is confusing. Readers want to recognize at first glance whether they will find a solution to their problem or an answer to their question. That’s why your blog posts should always be clearly structured and easy to understand.

You can achieve this by:

• concise subheadings
• Heels that are not too long
• Bulleted lists instead of endless continuous text
• a clear common thread

At this point, you should also bear in mind that many people read blogs on their smartphones. The clearer your text is structured, the greater the chance that it will be read – right to the end.

3. clear added value: no text without content

A blog post can help you to be found better on Google – which is why so many companies have their own blogs. However, one trap that many of these companies fall into is keyword graveyards: one keyword next to the other. Instead of content with added value, all that counts here is keyword density. And you don’t benefit from this in the long term. Because Google is smart and recognizes exactly whether a text provides added value or is just a string of keywords.

Good articles give the reader answers, insights or ideas. They are useful, informative and understandable. Anyone who clicks on your blog should get the feeling: “That really helped me.”

4. authenticity: stay yourself!

In our opinion, the be-all and end-all of content marketing: authenticity. Explain your topic to readers the way you would explain it to your offline customers. Or to your friends and acquaintances. Your blog is not a scientific publication or a marketing speech bubble monologue. It’s a digital conversation with your (future) customers. So write the way you would speak: Direct, clear and at eye level.

Technical terms are okay – but only if they are necessary and understandable. If you bludgeon your audience with foreign words or buzzwords, you’ll lose their attention faster than Google can say “bounce rate”.

An authentic style comes across as likeable and makes your brand tangible. Because the saying “People don’t buy from companies – they buy from people” also applies to your blog.

And who writes the texts for your blog?

Don’t have time to create high-quality content on a regular basis – or don’t know where to start? Are you an expert in your field, but don’t know what really interests your target group? Don’t worry, that’s what we’re here for.

As an agency, we work with you to develop a suitable blog strategy and can take care of everything from researching topics and identifying relevant keywords and questions to writing search engine-optimized texts in your tone of voice – or just a part of it. You decide where you need our help.

Fancy getting started together? Write to us or meet us for a coffee – we look forward to hearing from you.