2014: A Year of Blogs (Part II)
We’re highlighting lessons from evaluating 1,500 blog posts in 2014. Part II builds from part I: get the basics right. Equally obvious and still ignored, the second best practice is get to the point quickly. Every potential reader begins by assessing the post’s potential value through the title and first sentence. If the topic is clear and pertinent, potential becomes realized and firms can build towards their blogging goal: build awareness. Putnam excels here with this post. The title pulls in FAs by addressing a typical concerns: downside due to sudden market changes. Then the post’s first sentence relates to a highly recent issue (mid-December volatility). The title along with the first sentence are strong and will draw many visitors to read the post completely.
