Posted on July 15, 2012 at 12:21 pm

“I’m expecting our Inside Change blog, developed by MaureenInk, will grow to between 6,000 and 7,000 views by the end of 2012.” Steve Nelson, Director of Communications, AmicusUSA

When we designed and wrote a blog for AmicusUSA, we made certain they could measure traffic to their site. During the past two years, stats gave Amicus the impetus to continue. The blog’s readership kept increasing, spurring website visits, engagement and contributions. MaureenInk developed and maintained Inside Change for six months, then turned it over to their internal staff. In July of 2012, Communications Director Steve Nelson said, “The blog continues to exhibit healthy steady growth, connected of course to our social media and email marketing. I’m expecting we’ll grow to between 6,000 and 7,000 views by the end of this year (2012).” Here’s how the Amicus blog stats look:

Besides measurement, formatting a blog for scanning is another key to success. Only 16% of people read websites word for word. Source Then too, the average person only comprehends 60% of what he reads. Source

Most people scan the page by looking for headings, key words or other visual cues. Studies show that reading from a screen is more tiring and 25% slower than reading from paper. When blogging, we keep this in mind. We employ the following techniques to make our own and our clients’ blog posts easier to read:

1. Headings and Sub headings: Use oversize or bold words.
2. Lists: Posts with bullet points gain more readership than posts written in essay style.
3. Formatting: Use bold, CAPITALS, italics and underlining to draw attention to points.
4. Pictures: A photo is worth a thousand words.
5. Borders/blockquotes: Eyes tend to focus on boxes around quotes and key points
6. Get to the point: Edit your work carefully.
7. Don’t introduce too many new ideas: Don’t overwelm your readers. If necessary, link to a series of posts related to each other.
8. Space: Don’t fill up every inch of your screen. Space is inviting to readers.

Remember, measure readership every step of the way to see which posts outperform others. And always make your blog scannable or you run the risk of losing readers to another blog that is. Blog visual by Kris Olin

Call 952-828-6844 today for a free 30-minute social media consult.

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Maureen Fischer is a freelance copywriter and content marketing specialist. As a former journalist with United Press International and an award-winning copywriter, she can tell your story in engaging and original ways.

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