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    LNKD ContentPromotionChecklist BlogPost EN PDF

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    Akash Kulkarni
    The document provides a checklist for creating effective blog posts, with steps for developing a post strategy by focusing on serving your audience, having an angle, and creating a series. It also offers tips for writing headlines and copy, using visuals, and sharing posts to maximize social engagement and drive traffic. The goal is to distribute useful content that will resonate with your target audience and industry.

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    LNKD ContentPromotionChecklist BlogPost EN PDF

    Uploaded by

    Akash Kulkarni
    44 views3 pages
    The document provides a checklist for creating effective blog posts, with steps for developing a post strategy by focusing on serving your audience, having an angle, and creating a series. It also offers tips for writing headlines and copy, using visuals, and sharing posts to maximize social engagement and drive traffic. The goal is to distribute useful content that will resonate with your target audience and industry.

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    The document provides a checklist for creating effective blog posts, with steps for developing a post strategy by focusing on serving your audience, having an angle, and creating a series. It also offers tips for writing headlines and copy, using visuals, and sharing posts to maximize social engagement and drive traffic. The goal is to distribute useful content that will resonate with your target audience and industry.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    44 views3 pages

    LNKD ContentPromotionChecklist BlogPost EN PDF

    Uploaded by

    Akash Kulkarni
    The document provides a checklist for creating effective blog posts, with steps for developing a post strategy by focusing on serving your audience, having an angle, and creating a series. It also offers tips for writing headlines and copy, using visuals, and sharing posts to maximize social engagement and drive traffic. The goal is to distribute useful content that will resonate with your target audience and industry.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Blog Post There are many different types of blog posts – and many sources of best

    practice. The focus here is how to use a corporate blog to distribute useful
    CHECKLIST content to your target audience.
    for Content Promotion

    Step One Post Strategy

    Serve your audience


    Focus on your audience and strive to be of use to your
    prospects and customers. What does your audience
    want to know? The best corporate blogs find the
    questions their target audience is asking, and then
    answer those questions. As Marcus Sheridan puts it,
    “They ask, you answer.” The two most effective
    blog posts are
    Have an angle
    Select a theme that you can use to illustrate thought Those that communicate
    leadership for your brand by sharing a unique perspective. a strong opinion

    Create a Series Those that share original


    research
    Consider writing a series of posts if your content theme
    is meaty. A strong series can result in content longevity
    and add SEO benefit. For example, start with a launch
    announcement, then dive into a related theme each
    week for the duration of the digital campaign.

    Topic Check
    Check your topic against keyword research to see if
    it will resonate with your audience. Find out if trade
    Tools
    Try Google Keyword Search
    or industry press is covering the topic, whether other
    (free) or Buzzsumo (paid)
    corporate blogs are discussing it and if your audience
    is already sharing it on social.

    Step Two Writing Headlines and Copy


    Headline must get to the point
    The ideal length is between 8-12 words and under
    70 characters.
    Blog Post
    CHECKLIST

    Lead or introduction
    H
     ook the audience with the introduction. Good
    introductions are compelling and promise the Create interest in your phrasing
    reader something of value. Show that the blog post with action verbs, citing an
    will yield new information, provide something of important stat, a listicle, and
    use, or be entertaining - ideally all three. making a bold statement1.
    B
     e the bridge between your headline and the body
    of your post.
    C
     onsider sharing something shocking, debunking a
    myth, or asking a question.

    Quotes
    Follow basic journalism best practice by quoting other
    people. Consider industry thought leaders, customers,
    employee experts and your own C-suite.

    Citing
    Credibility is critical. Always cite sources of any statistics that
    you reference. Only use reputable and up-to-date sources.

    Body Copy
    Body copy length varies by topic. HubSpot suggests 1,600
    words. Longer posts tend to provide strong SEO value.

    Step Three Visuals


    Placement
    Decide where you want to use visuals. Consider a blog
    banner, images in the body and a footer. Footers are
    especially helpful if you’re writing a series of posts and want
    to drive traffic to your content’s landing page in each one.
    Try creating your own
    infographics with tools
    Be relevant like Canva or Piktochart
    Visuals are great at attracting and holding reader
    interest. Make sure the visuals are relevant. Popular
    assets include: infographics, videos, Slideshare decks,
    photos or screenshots, charts to share data.
    Blog Post
    CHECKLIST

    Social shareability
    Make sure you have a powerful thumbnail image When it comes to getting the message out

    24%
    that social platforms can scrape to drive clicks of marketers say measuring
    and increase your traffic. posts by number of social
    shares is important2

    Step Four Sharing


    LinkedIn research found that content shared

    2x
    by employees generates
    Employees the click-through-rate than
    Ask colleagues and employees to share with their the exact same content
    networks. It will help them look like thought leaders shared by the company alone
    as well.

    “The Handy Character Count Guide for Blog Posts, Facebook Pages & More,” Lindsay Kolowich, Hubspot blog, January 20, 2016
    1

    BrightLocal, December 16, 2015


    2

    About LinkedIn Marketing Solutions:


    With LinkedIn Marketing Solutions, brands build relationships with the world's professionals by using accurate targeting to deliver relevant
    content and communications. As today's connected buyers seek ideas and insights from people and brands they trust, marketers use
    LinkedIn to target advertising and publish relevant content in a professional context.

    For more information visit marketing.linkedin.com Follow us on Twitter @LinkedInMktg

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