Blog Publishing

tldr

• Considerations:
  • Product messaging
  • Learning level
  • Use case
  • Content platform
  • Type of post
  • Professionalism
• Don’t:
  • Make disparaging comments
  • FUD
  • Make market claims for others
  • Give away secret information
  • Promise compliance or guarantees
• Components
  • Title
    • Customer benefit is clear
  • Introduction
    • Post objective for blog
    • Customer benefit is clear
  • Solution overview
    • Should match introduction and conclusion
  • Prerequisites
  • Cleanup
  • Conclusion
    • Should match introduction
    • Customer benefit is clear

What Readers Want

• Fresh
• Overview
• Authentic
• Detailed

Quality Review Checklist

• Minor issues
• Major issues
• Blocking issues

Blocking Issues

• Is the post appropriate and relevant?
• Is it complete?

Post Types

A good blog is a mix:

• Announcements
• Best practices
• Curated collection
• Customer stories
• Technical solutions
• Thought leadership

Major Issues

• Customer benefit clear
• General editorial
• Are there opportunities for customer engagement
• Procedures easy to follow

Customer Benefit

• Why the customer should read
• Stop listing features, tell about benefits
• Start with why the customer will be better off

Engagement

• Links to further actions
• Next steps clearly stated
• Highlight connected content

Procedures

• Clarity
• Brevity
• Phrasing
• Formatting
• Duplication of existing content

Minor Issues

• Accessibility
• Discoverability
• Readability

On-page SEO

• Title/URL
  • Around 60 chars
  • Brand keywords near end
• Introduction
  • Consistent keywords in the title and first 255 chars
• Tags
  • High-level keywords for category
• Links
  • Use keywords in anchor text
• Post
  • One main idea
  • Logical organisation of headings
  • Keywords for ALT text

Readability

• Divide long sentences into multiple sentences, each with one main idea
• Simplify complex words, and use one word instead of several
• Break up long paragraphs