If you’ve landed on this blog, you’re probably familiar with the benefits of writing a blog post for your business.
But you might find yourself struggling when it finally comes to sitting in front of a computer and getting it done!
Like baking a cake, blog writing requires a certain technique and skillset. Imagine having your key customer, Google’s SEO, your social media channels, and your business’ brand to afternoon tea. Just as there would be a lot of tastes to cater for, so to your writing needs to tick a lot of boxes to keep everyone happy!
Even the best writers complain of the intricate balance between writing good content, and content that feeds Google’s hungry algorithm.
However, it’s an important component of any business’ marketing plan. Like a good cake recipe, it will leave your audience coming back to your site for more.
So, we’ve developed an easy-to-follow recipe to help with writing a blog post. It’s guaranteed to be a showstopper, an SEO sensation, and receive many a crumbly compliment from the harshest cake connoisseurs.
Step 1: Any good recipe starts with the right prep work
Whilst we understand that you are the expert in your industry and product/service area, you’ve still got to put in some research time.
Spending a few minutes looking at what other businesses or individuals have written on the topic area will help you define your point of difference. It’s also important to research your SEO keywords prior to starting your content, as this will set up a lot of your approach.
Time: 5mins
Step 2: Gather the right stash of equipment by choosing a blog topic
You can’t start baking a cake without the right equipment – cue eggs splattered everywhere and a very cold mixture of chocolate sadness.
When you write a blog, start with choosing a topic that aligns with a specific goal for your business or a buyer persona. For example, writing a blog post:
- To increase organic search traffic on Google (make sure you have a strong keyword or key phrase in mind).
- Announcing an achievement/outcome for your organisation, such as an award or successful project.
- Which creates the shock factor or to boost social media interaction, e.g. commentary on a relevant topic that your competitors haven’t touched on.
- To address a particular pain point your target audience have.
- That feeds a larger call to action, such as to download a digital resource or RSVP to a webinar.
- Which answers common questions that your customers have to alleviate pressure on your customer service team.
Time: 5mins
Step 3: Set up your structure first
Before you jump in, think first about how you want to structure your blog.
We recommend the below structure:
An effective headline with a hard-hitting hook
A killer intro that introduces your topic and connects with your reader
The chunky content that supports your point and is relatable and valuable
A creative close that contains your CTA and is so powerful it’s worthy of a second piece.
Time: 5mins
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Step 4: Craft a punchy headline
Your blog heading is basically the first bite your audience will have of your content, so it needs to impress! And with so much content now available on the internet, your headline needs to set you apart from competitors.
A captivating blog title will act as the roadmap for the rest of your content. Not only will it hook the readers in, but it will also set the tone for the content to follow.
According to content powerhouse, BuzzSumo, the following tips will help set you up for headline success:
- Use an instructional headline to increase engagement on Facebook.
- Use a curiosity-based headline (teasing or questioning something) for increased Twitter engagement.
- The top headline length is 11 words and 65 characters.
- The number ten is the magic number to use in headlines.
- Emotional headlines don’t work like they used to.
Time: 5mins (and come on, that’s more than reasonable!)
Step 5: Win your reader over with a great intro
Writing a blog intro that wins your readers over from the first word is your goal here. Some effective suggestions for drawing your readers in:
- Overtly state how you are addressing their pain point.
- Share an anecdote that is relatable.
- Hint at a solution that goes against the norm.
Just make sure you keep your intro sharp and snappy, whilst introducing your topic area and point.
Time: 5mins
Step 6: Get busy, but make sure you’re writing a blog like a human
Get creative with your content and write like you are talking to someone, so your audience doesn’t zone out. Picturing an actual person or buyer persona here will help.
In a digital world, readers are looking for content that doesn’t sound robotic and fake. Speak like you would if you were talking to a customer and be engaging.
Otherwise, your afternoon tea guests will leave your table in the matter of seconds!
Time: 20mins
Step 7: Break up your content to feed hungry SEO mouths
Did we mention nobody has the time or mental capacity to sit there and read a big chunk of text anymore?
With many of your readers now using mobile to consume your content, think about how you can break up your information into bite size chunks divided by sub-headings that help them navigate their way through your text.
For the icing on top, add in infographics, video content and imagery to connect with readers who prefer to engage in a different way.
Time: this falls into step five’s timing allocation – don’t be greedy!
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Step 8: The icing on the cake – the close or call to action!
Now is not the time to mic drop and move on! Your call to action, finisher or close is arguably the most important asset of your blog post.
Whether you want to point your audience to book a meeting with you, download a digital resource, or purchase a product, make sure you incorporate the right close specific to your blog and make it a must for them to act now!
You need to make it really clear – and easy – for the reader to take action.
Time: 5mins
Step 9: Don’t forget to decorate
No matter how good it might taste, any good cake needs a little garnish. Make sure you spend 10 minutes reviewing your life’s work, tweaking content, ensuring your keyword is mixed through thoroughly, and that you’ve hit some of the key readability requirements.
Ask yourself:
- Have I hit at least 300 words for SEO?
- Do I have my keyword in the heading, sub-heading and throughout the text?
- Is this worth my customer reading?
- Does it do my brand justice?
If you’re happy, it’s time to serve it up through your other marketing channels.
Time: 5mins
Step 10: Check in on your blog from time to time
We have one final juicy tip for you to takeaway. Whether your blog is bringing many visitors or few to your website, it’s important to revisit it from time to time. Google loves updated content and it will help your SEO performance if you do make adjustments from time to time.
If your blog is attracting a lot of eyeballs, think about whether you can create content on a similar topic or re-use your blog content through your other marketing channels.
It’s also a good time to make sure your call to action is delivering! If not, adjust it.
(Problogger has some great tips on what to think about here)
Time: set aside an hour every six months to revisit your site’s content
