Who works with frequent production of content for a blog certainly has made many times by the situation of forgetting some important step in the publication process.
To publish a post are so many details that even for those who are already accustomed to, can end up spending hit and damaging in any way the results. So we created a list of all the care you should have to publish a post, separated by stages of publication.
The checklist is divided into:
If you do not already have a blog and are interested in doing so, first of all check our tutorial on how to create a blog .
If you already have and already publish content, try also use our publishing Checklist for blog, available here for download .
Well, now let the tips!
List of ideas
We have already indicated here 11 tips for finding ideas for your blog . Having a list of interesting ideas is quite beneficial to keep the blog going and helps prevent days of “paralysis” or “ideas lock”.
Keep updated list noting whenever you have a new idea and search from that list when writing a new post.
You can make a brainstorming with the team to gather ideas and also find out what the readers of your blog are about to read. This can be done with internal research, comments on the blog, email responses, opinion polls and social networks of your company.
To learn more, read the post How to find out what your audience wants to read on your site (and gather ideas for new posts) .
It is important to write posts already thinking about which keywords are the focus of the article , ie what words people use to search for the information being made available.
Often the path is even the opposite of this: from a large list of keywords is that come the ideas of posts.
There are no major problems in the order, but it is important that there is this concern in writing or adapt to something that people actually seek.
As soon as you set about what is going to write, do a search on the topic on other websites.
Search content published in other languages on the same subject, in books, videos or any other source which deals with the theme chosen, including competitors.
The idea here is not to copy (never do), but rather to study how other sites are producing content and, from that, to create a better and more complete content.
List the references, read the contents and prepare to do better!
It is important to maintain a consistent frequency on the blog. A common mistake is to see companies getting excited for some periods and forsaking all others.
It is interesting to plan ahead the days when each post will air to avoid a very uneven distribution of publications.
This also helps to choose the best days to publicize posts (weekends, for example, do not usually generate many hits).
To learn more, read the post What is the best frequency for posting on a blog?
Later than planned, it’s time to start writing content. We recommend that the text is not written directly into the Content Management System (CMS).
In DR, always write in Google Docs to facilitate review and share the text with the team before publication.
At the time of producing content, the steps are:
Before you start writing, make an outline, which is nothing more than the skeleton or structure of the post.
Do this step before is important because it helps you visualize how will the content and also to better organize ideas.
Producing the post content
Made the outline, it is time to develop what was planned in the skeleton. The outline should help and accelerate the production of content. For this, seek to develop the topics defined in the structure. Then simply “to stone them” and connect them to refine and finalize the text.
Headings and subheadings
When finished content, review the captions and brainstorm of possible titles for the post.
Leave the title last is a fairly common tactic. This is because the title to make sense and fit the reader’s expectation. It is very common that when you create the title before the text, in the end it does not end up making sense.
If possible, work the keyword in titles and subtitles to help in optimization for search engines (SEO). The use of subtitles is also important to make the most scannable text and readability.
internal and external links
It is important to place links to other content (articles, eBooks), both your company and others, to add value to the content and also help in SEO.
grammar correction / revision
The last step of the production is to make a good review to ensure that any errors are corrected. A grammatical failure or agreement is quite harmful and can cause people to remember more of that than the content itself.
If possible, ask someone else to read the company, as the involvement with the text is common not realize simple mistakes when we’re writing.
After the text production, it is time to move the content to the Content Management System (CMS). At the time of effectively publish, many people do not understand what each page of the field means and how to fill them.
Let’s talk about the most significant items using WordPress as an example, which is the most common platform and we use here in the Digital blog results. However, there is usually no significant changes in relation to other services.
This is the title that appears just above the text. In most cases (depending on how the site was programmed), it is the most important heading of the page, the H1.
Note: Headings are species of “headers” that indicate the page structure and priorities. Later we’ll talk about that item.
The URL is the address where the post is available.
Make sure that this address is descriptive and use relevant keywords rather codes and disconnected numbers.
Also be careful with the size and avoid very large URLs.
Insert at least one featured image for the post. This image will be the “cover” of the post. It is to be shown along with the post link, both on the blog home as in shares on social networks.
Also, consider using other images along the post. They help to break the best texts and make them more attractive.
However, Google can not “understand” what the image is about. So it is important to remember to fill out the alternate text, displaying it when the image can not be charged.
In WordPress, you can enter the alternate text when editing an image. By doing so, Google can read the contents and strengthen the link of the page with the keyword used.
Other posts on the subject:
Page title is that text displayed in the browser tab and Google search results. It is different from the blog post title and do not necessarily have to match or.
In terms optimization for search engines (or SEO) is one of the most important parts of the page. Therefore, it is essential here to use the keyword focus, preferably at the beginning of the sentence.
By default, the Page title is not editable custom form in WordPress, but it is very simple to install some plugin that allows editing in the post itself.
Among the best known are the plugins All in One SEO, WordPress SEO and Yoast.
We have a specific post about Meta description that best explain the matter.
This part of the code is not visible to the user on the page, but that summary that appears on the Google results page or on Facebook when the link is shared.
So he has the role to explain the content and convince the user to click, thus making it very important also.
As the Page title, this stretch can be editable using SEO plugins.
We approach the Headings (Headers) in the topic when we talk about the title of the post, which is usually the H1.
However, to ensure a good reading experience and a text easily scannable , we also recommend the use of H2 and even H3 as subtitles, breaking the text into parts.
The use of categories makes navigation easier for the user who is interested in a specific topic and your help format in the information architecture, making the nearest pages of home and stronger, thus increasing the chance of a better position in Google.
Do not forget to end the post encouraging the user to perform some action: read another post, download an eBook, know a product, make a comment, etc.
The end of the post when the user has read the content, it is quite conducive for it. The conversion results are excellent when applied comprehensively in the site posts.
The CTA can be in text, banner, in form or the way that works best for your business. Always test and vary the types of CTAs. Learn more in the post Call-to-Action: everything you need to know .
Check out an example of a CTA post of RD:
Share on social media
Use the social media channels where your company has account to kick off the promotion of the post.
Remember the Facebook page, Twitter, LinkedIn, Google+ and any that apply to you.
It may be interesting post on forums too, like the LinkedIn groups or specific sites in your area of expertise.
It is common that after the publication of a post some people have doubts, criticism and praise.
Follow the comments and ensure that the conversation is to continue flowing paper who publishes.
These are the main steps you should follow to ensure that the post is published without errors in the blog of your company.
In some cases it is not necessary that all are met; in others, there are extra steps that are not in this checklist. It is perfectly normal for you to tailor the checklist for your reality. Our intention is to give a direction, a route to get you started.
Another important action is to be taken after the promotion : do not forget to analyze the results of your posts. If you need a hint to start, check out our post Metrics for blog: what we measure and how to analyze the results of RD blog .
We hope this article helps you to avoid mistakes and oversights in time to publish a post.
To follow a step further visual and practical step, download our Publishing Checklist for blog, available here for download .
This post was originally published on December 18, 2012 and revised and updated on June 2, 2017.