When writing blog posts, our main goals are to:
Someone reading a blog post is usually looking for an answer to a specific question. That question might be broad or narrowly focused, but either way our goal is to provide answers without distraction. We don’t want to overload our audience with unnecessary information or complex ideas or phrases when we don’t have to.
At Surfshark, we generally have four different types of blog posts:
| Type | Description | SEO-oriented |
|---|---|---|
| Listicle | A listicle is any piece of digital content that’s formatted as a list. They are articles that are divided into discrete sections, each with a numbered subheading. | Yes |
| Informational | Informational blog posts are meant to inform the reader about a specific topic. These are usually “how-to’s” or “what is” type articles. | Yes |
| Opinion piece | Opinion pieces are meant to build authority and relevance. They offer deeper insights into a topic and are not SEO-oriented. Even though these pieces can be more personal, they should still be easily scannable and true to Surfshark’s tone of voice. | No |
| Product news | Product news articles are meant to inform customers of any updates. They show that we care about improving user experience and keeping our customers in the loop. | No |
When writing blog posts, follow the points outlined in the General guidelines below as well as in the Content Creation Checklist.
When a user clicks the title of an article, they expect to find the answer they want with ease. Dedicate 2-4 sentences in the beginning of the blog post to answer the primary question before going into specific details. Don’t make the reader scroll to the very bottom for the answer. It’s a good practice (yet not always necessary) to use text blocks to make the answer stand out immediately.
Example:
Heading: Should I always use a VPN?
Body: The short answer is: yes! You must keep your VPN activated all the time. This way, you’ll be sure that your real location is hidden, your online data is encrypted, and that your browsing history is kept far away from prying eyes.
in-depth answer
Make sure the most topic-relevant questions are explained at the beginning of the article and less relevant - at the end. For example, when a reader stumbles upon a listicle, they expect to see the list straight away. Therefore, it’s usually best to keep any additional information towards the bottom of the article.
Example: Introduction → List → Additional information → Outro.
Make sure sections don’t step too far outside the topic or appear redundant to the main intent. Instead of going into too much detail, link to relevant posts on surfshark.com.
Users often scan an article for the part that will answer their particular question. Be sure headlines are descriptive, engaging, and set clear expectations for the body of the text. Re-read and double-check that they aren’t misleading. Oftentimes, you can start talking about a different topic without even noticing!
Outro headlines should be actionable and urgent. Avoid vague headings like only “Conclusion”.
Good examples:
Final takeaway - to keep or not to keep my VPN on all the time?
Final thoughts: how will these events shape the future of cybersecurity?
Note: If using a colon in headlines, make sure the word following the colon is not capitalized.