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How to write a blog post – Part 1

writing on the wild side

How to write a blog post – Part 1

We know by now that blogging is important to the success of your online marketing, right? Without blogging your SEO will be in the drain, you will have not much to promote on your social media platforms, you’ll have no real online expertise with your customers and leads, and you will also have a lot less pages to put those all-important (because they generate inbound leads) calls-to-action on.

Look, I completely understand that you have a huge list of the reasons why you can’t consistently blog? And, most of those reasons are completely legit.  But I also get that unless you’re one of the few, like me, that love to write, the process of blogging is a bit like having your toe-nails pulled off.

One of the reasons/excuses for not blogging that I hear on, at least, a weekly basis is that people just don’t know how to create a great blog. Never fear, here’s my top steps on how to write a blog post.

Step 1: Know your audience

This is by far the most important step in writing a blog – you must, before you do anything else, understand your target audience. What do they want to know? How can you talk to them?

Refer to your buyer personas and consider this when developing your topic of your blog post. Why is this important? Okay, consider that you want to write a blog for an older demographic about starting their own business. You make need to start with the basics when discussing social media – unlike other demographics such as the millennials, the older generations didn’t grow up as digital natives and by offering some basic information and explanations you have ensured that your target audience feel that you understand them and are offering what they really want and need to hear about.

If you don’t have buyer personas for your business – just sing out and we can chat about what’s involved in creating them.

Step 2: Determine your topic and working title

Write down/type your topic (it can be pretty general at this stage). Then determine a working title – this is more specific than your topic and will help to guide your blog post writing.

For example – Your business might be a children’s occupational therapist. Your topic might be prep readiness. Your working title might be ‘The process for getting your child ready for prep’.

This step will help you to see how the blog can be structured (process) and the question/issue (ready for prep) that your blog can help to answer/solve for your audience.

If you are having trouble coming up with blog ideas you can try these tricks to turn that one great idea that you do have into quite a few topics for blogs.

  • Change your topic scope – eg. Getting your child ready for school
  • Adjust your time frame – eg. Getting your child ready for prep over the next 6 months
  • Taking a positive/negative approach – eg. What to do when your child just isn’t ready for prep
  • Introducing a new format – A step by step guide to prep readiness

Step 3: Write your intro

This is your chance to grab your audience (before you lose them) – pose a question, relate a story (or joke), be empathetic, grab them with an interesting fact or a staggering statistic. Then, outline the purpose of your blog post and explain how it will provide a solution to a problem that your reader may be facing.

Step 4: Organise your content

Here’s the trick to a great blog; organise the information in such a way that the reader is not overwhelmed by the amount of content or the length of the post. Consider using lists, tips, sections, shorter paragraphs, and only writing what is absolutely necessary – when you’ve said what you need to say – stop writing.

During this step, outline your post and the points you want to cover, and the best order for them to be presented in.

Step 5: Write your blog

Take your outline and fill in the blanks – expand on all those important points. Write what you know and then go back and complete any additional research required. Don’t be pressured by spelling and grammar at this point – just write!

And that’s it…how to write a blog post – part 1. Don’t forget to catch up with part 2 – there’s lots of important steps in there. If it’s a bit too much for you to manage on your own just sing out and we can arrange to have a chat about writing your blog posts for you.

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