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Pimp Your Business Blog With Headlines, Structure, Formatting, Images And Research

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Pimp Your Business Blog With Headlines, Structure, Formatting, Images And Research

A while back, I wrote a blog post for new bloggers on what’s worth considering before you start blogging. Although there were many useful points made in that post and in the comments – more experienced bloggers often ask me for ways to make their posts stand out. Based on my experience of which content works best, here at Bloggertone – I now understand why some of the sometimes overlooked aspects of blogging can make the biggest difference.

Craft a stand out headline

Your blog post’s title is very important and should be given a lot of consideration.  When creating your headline, your goals should be to:

  1. Immediately stand out from the crowd.
  2. Appeal to the right type of reader.

According to CopyBlogger, Brian Clark; “On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. This is the secret to the power of your title, and why it so highly determines the effectiveness of the entire piece”. Make sure to check out his wonderful series on “How to Write Magnetic Headlines”

Simply put, the more effective your headline – the better,  your chances are of getting clicked and read by the right type of people.

A great first paragraph will elevate your posts

After someone clicks through to your post, the first text they are going to read will be your first paragraph.

In effect; your first paragraph/s is like your blog post elevator pitch – it determines whether or not people decide to read further into the post. It needs to:

  • Continue to hold the reader’s attention,
  • Explain what the post is about
  • And describe the “what it’s in it for me” for the reader!

Social Media Examiner is a great example. They are fabulous exponents of explaining and selling the “what it’s in it for me” to their readers.

Use sub-headings to allow your readers to scan

In your writing, you will need to understand and allow for how the online reader behaves! Writing for the internet is different to writing hard copy – because online : people scan rather than read right the way through.

That’s why using sub headings (H2, H3 etc) are very important . Break up your posts with sub-headings – to provide the reader with the opportunity to scan through the post.

Manage the length of your paragraphs well

This is an extension on the point above. Shorter, rather than longer paragraphs work best online. While there may not be a hard and fast rule here, – a good way to manage paragraph length is to stop at the end of three sentences and then start to figure out the transition to the next paragraph.

Use bullet points & numbering to make your posts more readable

Again, for reasons already outlined – bullet points make your posts more readable. Here a great post on creating bullet points, again from Brian Clark!

List type posts usually perform very well online. People like lists because people like order. You can also use numbering as you would bullet points. For example, numbering works better than bullets where you are communicating to the reader – to follow a series of steps.

Use images to give you impact

They say a picture is worth a thousand words so using images is critical if you are intending to make an impression online (excuse the pun!).

Images add the visual element that helps you to communicate, with more impact!

Also, if you consider social media such as Facebook, which is a very visual platform – not using images in your posts will put you at a significant disadvantage vs. those bloggers that do (Have a look at your Facebook newsfeed to see what I mean).

Really refine your posts by researching each one

This is one area where bloggers could learn a lot from the traditional media and journalists.  To be a more effective business blogger – you’re going to need to improve the overall quality of what you produce.

One way to achieve this, is to ensure that you research each post thoroughly before you hit publish. While opinion pieces are often very interesting – too many bloggers go from their initial idea to publishing – without really taking the time to develop – what it is? That they want to say.

Researching ensures that you:

  • Refine your original ideas/concepts/message before committing to your virtual paper.
  • Present evidence for the points you are making so that your readers will take them seriously.

Bonus Tip: Use your blog to increase your business efficiency

Always keep on the look out for ways to use blogging to increase business efficiency. This post was created because a client asked me – for some more advanced blogging advice.

Rather than send the information privately – I instead, have decided to create this blog post.

  • Why? Because I know that more than just my client will find it useful.
  • I would have had to provide my client with this information anyway – but choosing to do it via a blog post ensures my time is being spent wisely.

So there you go! These are some areas of blogging that I have learned from my time here at Bloggertone, where many bloggers could improve . I hope you will find them useful towards your blogging success. If you have any tips of your own that you would like to contribute – please share them in the comments below.

Thanks for reading,


Image: “Close up of the flames on a vintage hot rod/Shutterstock

Digital expert, top 10% influencer with over 10 years’ senior management experience - including managing projects and teams, and growing companies in the Irish, international and online marketplaces. Co-founded one of the largest B2B blogs in the world, helped grow a B2B social media to over 1,000,000 members, created the strategy for one of the most effective SME Facebook pages in the world and have grown 3 business websites (, & to in excess of a 100,000 unique visitors per month. Have consulted and worked with both corporate and SME clients on leveraging digital to drive business KPIs. Speaker at industry events, have authored several industry reports on the Digital Economy and appeared in the New York Times, Washington Post, Business Insider and other leading online and offline business publications. Specialities include: Entrepreneurship Business Development, Start-ups, Business Planning, Management, Training, Leadership, Sales Management, Sales, Sales Process, Coaching, Online Advertising, Blogging, Online Marketing, Social Media Marketing, Digital Marketing, Content Marketing, SEO, Social Media Strategist, Digital Strategy, Social Media ROI, User Generated Content, Social Customer Care.

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  • You are right on the money with this post Niall. It really is common sense, that with so much information assailing us online, we need to grab our audience’s attention from the start with arresting headlines (which also contain our key words) great content, presented in an easy to read style. You should turn this post into one of those new social media infographics that seem to be everywhere these days 😉

  • Thanks Marie & great idea, I’m going to look into that 🙂

  • Val

    Helpful post thank you. What’s the recommended length for a blog article please. 

  • Great post! 

  • Niall! La La LOVE this post! Each tips feels new and fresh to me. I especially love the bonus tip – what a great idea. How often do many of us shoot off an email filled with valuable info, yet never would we have thought ‘let’s blog this answer.’ Cheers! Ande

  • Hi Ande, thanks for your comment & I’m glad that you found the tips useful. I’m a big fan of using blogging over e-mails where possible 🙂

  • Thanks Ashley 🙂

  • Hi Val, I don’t have a very strong opinion on this! The common answer is shorter works better but I’ve seen longer posts (1000 – 3000 words) work well, provided the information is valuable and the post is very well formatted. Thanks for the question, Niall 

  • You’ve killed several birds with this post Niall, because it’s useful for us Bloggertone bloggers as well as for your client and the other readers!

  • Thanks Kyle 🙂

  • Helen, it there nothing that gets past you? 😉

  • Great points Niall, lets not also forget about inputting important keywords to help your post rank well.  That is sometimes the hardest part of developing an attention getting title along with the keywords.

  • Thanks Grant, great point of course 🙂

  • Paul Anderson

    Hi Sian,

    Thanks for your compliment. If you need any help about CRM system, please contact me 🙂



  • Donncha Hughes

    Eric. Is this too extreme? I have over 50 accounts with passwords and usernames at last count. I formulate passwords as you suggest and have variations of about five different passwords. I use a laptop, mobile and iPad. If I turn off remember password, how am I supposed to remember all these passwords across my devices.

  • Remembering passwords are a bitch,I have so many that I’ve lost count. I use Robo-Form everywhere to save all of my passwords, and I have also got my passwords written down in 2 note books

  • Passwords are one of the important things for any system. It will help you to maintain your identity so that others will not be able to view your account. You need to have a good password otherwise your password is likely to be hacked by others. If you are looking for a tips that will help to select the best password then this article will be of great help.

  • Marcel Rivera: Do you have examples of workflow management software? Have you tested WorkFlowy?

  • Really glad that my article made it to the top 10. I think this is my second time. Congrats to others who got featured 🙂

  • Velly Angelova

    Thanks, Nishadha! It’s always satisfactory to see your efforts are highly rewarded! Congrats to you too!

  • Yes It is so congrats Nishadha, you deserve it 🙂

  • You’re becoming a regular on our monthly top 10s. Congratulations & well done Velly.

  • Velly Angelova

    Thanks, Niall! And this fact motivates me even more!

  • Hi RJ, for sure, you’ll see the 2013 yearly top 10 here:

  • Hi Martin, I’m looking forward to reading your first Tweak Your Biz post.

  • Abirami R

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  • Hey Sian, thanks for the great comment 🙂 I wished I knew these things a couple of years ago as well, hehe.

  • Loana, thank you for this great article!

    When I started as a voice over talent I remember having too much month left at the end of my money. Looking forward to your next posts!

  • Great tips Ioana, my favorite is “emphasizing perceived value” it helped me in increasing my rates with clients, I simply tell you more ways I could help and increase my rates without adding too much work for myself.

    Thanks once again!

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