A little while age we looked at ‘Five types of instructional blog posts to hook visitors’. These were:

  • How to…
  • Inspirational tales
  • Primers/ guides
  • Inside insights
  • Interviews

Each of these types of blogs post can draw in visitors and provide value. But according to recent research published by Steve Masters over at Econsultancy, the first kind – the instructional ‘how to’ post’ – can result in more landing page visits over time than the others.

Master’s research (https://econsultancy.com/blog/64505-which-type-of-blog-post-is-best-for-ongoing-traffic) looks at traffic for four main types of posts on a single blog over two years. He found that ‘instructional posts’ attracted high numbers of visits during the month of publishing, but also consistently received the highest number of ‘total visits on all blog posts’.

He concluded that, “the instructional posts are the strongest of the lot. People tend to search the internet for solutions – trying to find out how to do things – so it’s not surprising that Google tends to like showing solution based, instructive content.”

How to…

So the search engines like how to posts and so do users. It stands to reason then that you can stand to gain significantly online by creating this kind of content. With that in mind, we’d like to provide some tips on how to create a how to post.

1. Pick a topic that resonates – What are your target audience likely to struggle with or need help with? To get the best traffic results, try to pick something that relates to quite a specific problem or task, but one that is likely to be quite widespread.

2. Mention your credentials/ experience (briefly) – If you’re a specialist in the subject in question, have x years of experience or are otherwise qualified to provide guidance, let your audience know. This will help set you up as an authoritative source and allow you to build trust. Don’t go on about it though – people are here to find out how, not hear your life story.

3. Start with a broad overview of the topic – Including a few basic details and things that might seem obvious will make it more accessible to absolute beginners, and thus widen your potential audience.

4. Take a logical and conversational approach – Talk the audience through what they need to do in a straight-forward manner, and only use jargon where it is actually needed to communicate what needs to be done. It may help to imagine that a layperson has walked into your office and asked you to explain the process to them. Go through things step-by-step and make it easy to understand.

5. Offer them further guidance – Provide contact details at the end if appropriate, or offer further links to useful resources on the topic.


On that note, if you want more advice on creating blog posts that will engage web users and boost your traffic, feel free to contact us. You’ll also find more instructional information on blogging in our article, ‘How to write a blog post

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