8. Format your blog post to make you look like an expert
Just like beautiful images increase reader’s time on page and engagement, so does a well-formatted piece.
Let’s face it: People don’t read everything word-for-word anymore. The average internet reader today skims. There’s just too much content and too little time to do anything else.
That’s where formatting comes in. A well-formatted post makes it easy for your readers to skim (to see if the post is worth their time), then dive in if they feel it is.
So how do you go about formatting when starting a blog?
Here are some pointers:
- Divide long text with headers and subheaders
- Use bulleted and numbered lists to point out key information
- Bold and italicize key points (but don’t use both at the same time)
- Add quality images (rule of thumb is to use one every 300 words or so)
- Use short paragraphs (no more than 3 to 5 lines at most – this helps with skimming and mobile reading)
9. Use content upgrades for 785% more conversions
I’m sure you’ve heard of a lead magnet. It’s basically something you offer your audience for free in exchange for their email, like an eBook, checklist, or worksheet.
A content upgrade is like a lead magnet on steroids. They’re created for one specific blog post and highly related to that post.
For example, Formilla created a blog post titled “25 Customer Service Scenarios (And How to Handle Them)“.
From this page, they have a content upgrade that allows you to download the guide as a PDF:
This upgrade converts for them at around 10% – much higher than a typical lead magnet. And all they had to do was download their post as a PDF and offer it to their readers. Easy peasy.
But, if you really want to be a successful blogger, you should offer additional bonus content, like Brian Dean’s checklist offerings:
Content upgrades work so well because they’re created to help someone achieve the exact objective they came to your page to achieve.
If you’re writing about Facebook ads, a content upgrade on Facebook ads is way more likely to convert than a lead magnet on general marketing.