Analysis of a Great Blog Post
Do you ever hear from a client and they say something that just makes your entire week? We had that experience recently with one of our clients, VoiceOnyx. The owner of the business called us to say what great traffic they were receiving from a recent blog post that OCM had helped create.
“I just wanted to pass along that this blog posting is really attracting some traffic. This was a quality post that Google seems to be appreciating. Thank you and keep up the good work!”
As a content marketing agency, there is no better praise!
Of course, we had to go back and take another gander at the post, and it got us thinking, “What about this post makes it so effective?”
That’s what we want to get in to with this post. What are the elements of a great blog post?
Elements Of A Great Blog Post
First of all, a little background on VoiceOnyx. VoiceOnyx is a VoIP office phone service provider based in Orlando, FL. The company makes a point to highlight some of their customers on the VoiceOnyx blog under their Customer Spotlight section. The blog post that is doing so well happens to be one of these customer stories. Plant Me Green is the very first company in Florida to sell plants online. You can read the full post here, but in a nutshell, the post digs into the history of Plant Me Green, brings the reader through the history of the company and takes a look at the community impact the business has on the area. The blog closes by making a connection between VoiceOnyx and Plant Me Green.
So, why is a post about plants doing so well on a phone company’s website?
- The optimization was spot on. Anyone who tells you SEO is dead is wrong. Search engine optimization still plays a substantial role in how well content ranks. In this case, the keywords that VoiceOnyx chose to optimize the post happened to be just right.
- Great blog title. Plant Me Green: A Pioneer in E-Commerce for Plants. “E-commerce for plants? How does that work? I’m going to read this to find out.” Voila. That is how you attract readers and boost traffic. Provide an interesting, compelling headline that draws readers in.
- An intriguing business and compelling story. Again, e-commerce and plants just aren’t two words that usually go together. People want to find out more about this business, so they click through. Anytime you can tell a compelling story, you’ve got great content.
- The local component. The post touches on the impact Plant Me Green has on the local community, but you wouldn’t know that from the title. However, words like “Florida” and “Monticello, FL” signal to search algorithms the local aspect of the post, boosting its’ local search ranking. This is an excellent example of utilizing SEO and optimization to drive traffic.
- Images. The post contains images along with text. Again, something search engines pick up on, but are often overlooked by content creators. Images, videos, and quotes all humanize posts and make them more relatable. Not to mention these are not just stock photos, but authentic images from Plant Me Green’s nursery and business.
- A relevant promotion. Plant Me Green included a current promotion in the blog post. What a brilliant stroke of marketing! Now, search engines will flag the post for anyone looking for sales on plants as well as those looking for VOIP providers. What a smart way for Plant Me Green to gain some free publicity!
- A true customer spotlight. One last thing that we really loved about this post was the way VoiceOnyx made the blog content about their client Plant Me Green and not about themselves. We love this approach anyway because it is informational, not promotional which tends to do better with search engines. But here, it’s especially effective because of the unique combination of phone service and plants. That’s intriguing and leads to click-throughs.
What are your thoughts? What do you think makes a great blog post? We’d love to hear your ideas!