Here are some pointers that will help your post move through the editing stage with minor revisions.
We are relying on you to create compelling headlines that pull the reader into the post. The headline’s job is to get the first sentence read. Spend the time to create a good one. The best headlines tend to:
- Promise a concrete benefit for reading the post
- Include a signal that the post will be easy to understand and implement. Numbers and “How to” phrasing are popular and effective ways to communicate that the post is an easy read.
- Not Clever. B2B blog post writing relies on simplifying complex concepts. Clever headlines often confuse the reader. For example – Seth Godin’s blog post title for today is: “The asymmetry of decay”. Seth can use the title because he doesn’t care about page views, conversions, and social shares. He uses his blog to organize his thoughts. So the headline doesn’t need to be clear. But this headline and would never work for us since we need to communicate a clear benefit for reading.
People won’t commit to reading a post unless they feel that it will help them. Many readers will skim a post looking for clues that the post will be useful. Well written subheadines offer a quick peek into the content of the post.
Strong subheadlines knit each section of your post together propelling through the post. We like to see subheadlines that are just as persuasive and interesting as the headline.
Bullet points help organize a series of related points. Each bullet point should be able to stand on its own. You’ll need to add enough information in each bullet point to educate the reader about the subject. We will ask for revisions when we see “Naked Bullets”, bullet-points that have include a few words without any explanation or context.