Post Structure and Content

For product suppliers and service providers, Detailed is an opportunity to position your company's technical team as the authority on a product category, seed ideas for the use of your product, show the technical credentials underlying your brand and build relationships with specifiers.

Remember: 

• Keep blog posts within 300 - 800 words
• Write in the 1st person
• Promote your technical expertise, not your products

These guidelines will help you write an effective Detailed blog post. Remember, our Detailed editor may make adjustments for clarity and to optimise your blog post for search engines.

Blog Post Title

A title needs to have keywords that will attract both search engines and readers. When reading online magazines and email newsletters, people tend to scan read, so your blog post title needs to reveal what the post is going to be about by using keywords that they might search for when problem-solving.

Hubspot have some great advice:

• Start with a working title
• Stay accurate
• Make it sexy
• Optimise it for SEO
• Brainstorm with somebody else

Byline

The byline is a sentence of 'teaser' text that displays under your blog post title in email newsletters, and in article previews on the website. It should elaborate on the title's keywords by revealing the key point of the article.

Content

The main body of your blog post should be written in the first person. As Detailed blogs are a place for in-depth discussion, we expect your content will sit somewhere between 400 - 800 words in length. See What should I write about? for content tips and view the EBOSS House Style Guide for blog posts.

Breakout Box

This is an optional text area at the bottom of your article to include footnotes, references or key links to more information.

Images

Detailed blog posts (November 2017 onward) feature a hero image which you can upload as part of your blog post submission.

Key things to remember:

• Image should be relevant to your blog post
• No logos or branding
• Ideally in a 16:9 format
• Jpeg of approx 700KB - 1MB

If you do not submit an image with your blog post, our editor will find a suitable image from Unsplash (a content library) or your EBOSS catalogue. If there are any additional images or graphics you would like included in the body of your article, please submit your article online first, and then email your images to [email protected].

Featured Products

If you are a product supplier with a catalogue in the EBOSS library, a blog post can feature one or more products from your catalogue that you might be referencing in the post (as a custom specification for example). Make sure you have the product(s) loaded in your EBOSS catalogue and fully complete with product assurance information and technical literature.