Short Posts: Make Them Powerful
There are times when you need that long blog post but to be honest, I generally don’t like them a bit. I don’t like writing them and I definitely don’t like reading them and I think the idea that they’re “bookmarkable” or “sharable” is poppycock. Give me a powerful short post and I’ll follow your blog forever.
Why Powerful Short Posts Are Better
Visitors type one search term into their search engine which means they want the answer to one question. Readers also have a very short attention span. If they don’t immediately find that answer when they hit your page they’re going to click away. Burying that answer in a long blog post almost guarantees the reader isn’t going to take the time to search for it and if they’re not happy when they leave your blog they’re not going to come back.
How To Write A Powerful Short Post
Write your title first: If you just start with an idea you’re more likely to start rambling because you don’t really have a particular direction in mind. This leads to those long blog posts. They may be packed with information but it’s just too much for the reader to absorb in one sitting. And a lot of that information might be unnecessary.
Writing your title first help you define exactly what you want to say in your article and helps you stay focused on the key message.
Use one keyword and answer one question: That’s how people search for information so it only makes sense that you deliver what they’re looking for. I know we talk about the importance of over-delivering but there’s a point where can deliver too much.
For example, let’s say your title is “How To Train You Puppy To Sit On Command.” That’s the keyphrase the searcher used to find your blog and that’s the only information they’re looking for. It might be tempting to over-deliver and tell them about the different dog treats you use for training, including the price and ingredient information, and where they can find special colors and leashes, but that’s not what the reader is asking. All they want to know is how to train their puppy to sit on command. Period.
By giving them all of that other information mixed into your article you’re forcing them to dig for the answer and most readers just aren’t going to do that.
Use Relevant Links
Stick to the topic at hand a include links to relevant articles in the body and at the end of your post. Let readers decide for themselves if they need that additional information. And if you don’t already have that content on your blog – write it as a new blog post. If fill your blog with short, powerful posts and create a strong internal linking structure your readers will easily be able to find all the information they need – when they’re ready to find it.
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