Blogging Best Practices

This guide was initially developed by Michallia Marks. A more detailed guide by Thomas Durham is available here.

Research… Research… Research… 

To create engaging content for your client’s website, research and familiarize yourself with the business. Questions you can ask include:

  • What main topics do you want to blog about?
  • What niche do you want to target with your posts?
  • What writing tone do they prefer?
  • Conversational, or more formal?
  • Do they prefer short posts or longer posts?

Communicate Effectively and Listen

With your questions on hand, try to understand the needs and requirements of your client. Be prepared to suggest blog ideas, however, ensure that you listen to the needs of your client.

Tips for Writing a Good Blog Post

  • Topic: Choose a topic and explore various potential titles for your post. Remember to utilize keywords in your title and ensure that they are strategically placed throughout your writing to ensure that your post is optimized for search engines.
  • Keywords: The right keywords are key; make a list of keywords that your client’s customers are searching to locate similar products or services. You can use Google Keyword Planner to verify the most-trafficked keywords relating to your client’s business.
  • Title (heading): Create captivating hooks; your blog title is like a first impression. You only get a chance to do it once. Keep your blog title 70 characters or less. Consider these two titles: A – “Use Olive Oil to Fry Your Egg” and “B -“This Ingredient Makes Frying 10 Times Better.” Which captures your interest more? A or B? Your headline should create interest.
  • Subheading: include a subheading to further optimize your content for search engines, utilize the keywords identified above.
  • Categories & Tags: Ensure that you “tag” and “categorize” your blog post effectively so that potential clients can find your post.
  • Blog Length: Do some research and find out the ideal blog length in your industry, there is no perfect length for a post, however, you do not want it to be too short where it has no depth. On the other hand, you want to avoid writing long boring posts. Write short, concise paragraphs. Large blocks of text are difficult to read.
  • Multimedia: Add images and videos to your blog post when possible and make sure they are royalty free, remember to credit the source. Unsplash is a good source of royalty free images.
  • Image SEO: Optimize your images for search engines before uploading them! The file name should be descriptive, keyword-rich (and separated with hyphens). The Alternative Text is read by the computer for those who are unable to see your images. Caption is useful for persons who may just be scanning the article. Ensure that these are added to any image you use in your blog post. Visit the following link for more info
  • Communication: A little miscommunication can lead to delays and failed results. As you create content, keep everyone in the loop: the client, project lead, and web developer about the changes, developments, and updates.
  • Have fun! Writing can be fun, if you allow yourself to be immersed into the story you are telling. Yes, you are writing for a client, but allow your personality to emanate from your writing. You never know who will be reading your posts. Give it your best shot!

Submission for approval and feedback:

Once your blog post is ready, you will need to share it through a Word document. Include the following:

  • Heading
  • Subheading
  • Body text, with the keywords highlighted
  • Suggested categories (3-5)
  • Suggested tags (10-15)
  • Royalty free image(s). For each image, include the following:
    • Link to the source of the image (unsplash link for example)
    • The image attributes (check this example)
      1. File Name
      2. Alt Text
      3. Title
      4. Caption
  • File name. Save your blog using the following file name format:
    • BusinesName_Student-Last-First-Name.doc
    • Example: Hanover-Smith-John.doc