Posted by Jay Wilkinson

Previously, I talked about three of the six elements that I believe are necessary for a well-written and effective blog, which is one of the best ways to add fresh content to your website on a continual basis. Today I’m going to share the other three.

Incorporating these and the previous three elements I talked about will get you a long way in establishing an engaging blog that connects with your constituents.

1. It includes evergreen content. What does that mean—“evergreen content?” It means content that lasts. If I write a blog post today and you read it today, it’s going to be meaningful and substantive for you. But if it goes on a shelf and someone else reads it a year or two later, will it be just as meaningful? If the answer is yes, then it’s evergreen content. An evergreen post is neither timely nor prone to expiration—it’s something that will be just as true two minutes from now as it will be two years from now.

About one out of every five posts that you write should have some kind of evergreen content. This ensures that your blog content will hold value for your readers for years to come.

2. It’s well edited. I don’t need to say much here except, never post content that hasn’t been both edited and proofread by someone else. Even professional writers need editors. Even if you have amazing and engaging content, a poorly written blog will reflect negatively on your organization. The best approach to blogging is a team approach, and I’ll talk more about that another time. For now, just remember that maintaining a blog should not be a solo venture.

3. It’s succinct and to the point. Blog posts do not need to be like little mini booklets. The best blogs on the planet for nonprofits are the blogs where I can go in and read that post in a matter of 60 seconds or less. We’re talking about just a few paragraphs—it doesn’t need to be longer than that. Save your reader some time and get right to the point.

Keep these things in mind as you launch or continue your blog, and you’ll be well on your way to creating engaging, shareable content.