WELCOME
Writing the Perfect Post
Douglas Karr
VP, Blogging Evangelism
Chantelle Flannery
Client Success Marketing

ELEMENTS
•Timing
•Relevance
•Title
•Content
•Image Use
•Conversion
•Reward

TIMING
1. News spurs Searches
(Marketing in a Recession)
2. Local News spurs Local
Searches
(Electrical fire destroys Indy
home)
3. Events
(Online Marketing Summit,
May 2009)
4. Just in time
(How to avoid the conficker
virus)

RELEVANCE
1. What’s the question?
2. What’s the answer?
3. What’s the benefit to my
reader?
4. Avoid first person, talk
about your customer
5. Use keywords effectively

POST TITLE
• Summarize
content
• Set expectations
• Get the reader
curious
• Keywords help
SEO

CONTENT
• Use white space
effectively
• Bold important
terms
• Use bulleted lists
• 1 to 2 sentences
per paragraph
• Use images

IMAGE USE
• People don’t
read, they scan
• People don’t
remember words
• People
remember
images
• Images enhance
the message

CONVERSION
• Opportunities for engagement
IN the post will perform well.
• Lead customers into
Search
engagement:
• “If you’d like to discuss this
further”
Click
• “Check out our product
page”
Read
• “This is just an overview, be
sure to check out our demo”
Convert

REWARD
• Ensure the reader
understands the benefits
of engagement.
• Leave the reader with
knowledge they can use.
• Even provide an
incentive.

ANSWERS
• 1 Post = 1 Topic
• Did your content answer
the question?
• Did your content reflect
the post title?
• Giving information does
not mean giving up
business

QUESTIONS
“Answer the question” that the user came for
and provide a path for engagement.
Compendium Blogware
http://www.compendiumblogware.com/