1. The headline
Keep the headlines short and crisp. Include the main keyword in the title.
2. The trigger
Always start with the following:
- An anecdote / a real-life example
- A current and popular subject in the industry
- A personal experience with our team
- A strong opinion/perspective on a piece of research
Check out how got the hook right in one of their blogs:
NOTE: Avoid quoting the obvious or predictable beginnings. For instance, if the subject is: How to form good business relations, don’t start with what business relations is. Instead, start with an example of an actual business interaction you had with someone in a conference and what that entailed.
3. The main message summary
After the hook, come to the point quickly. Tell us the WHY. Why are you dwelling on this specific topic? What’s the need? There can be exceptions to this but come to the main message summary quickly. This is the point where our readers will decide whether they want to read the whole thing or not. So, make it count.
INSPIRATION: Start with Why by Simon Sinek
4. The body
Divide the blog into points and sub-points. A few things to include:
- As far as possible, SHOW our readers, DON'T just TELL.
- Show them through screenshots, quote examples of B2B companies who have tried/done it.
- Share information in easily digestible chunks, use text boxes with quotes, sub-headings, tables, or graphs.
5. The final thought
Always drop a parting thought for our readers. Again, don't quote the obvious. Try to do the following:
- Share some action points.
- Seek feedback or opinion.
- Include caveats, if applicable.
- Tell them our way of doing things.