So you know you need to blog for your business and could list all the benefits in your sleep. You have a dedicated page on your website and it’s all set up for the next post.
But there’s a problem. You have absolutely no idea where to begin.
From Text Dump To Logic
One of the most frequent issues that our clients struggle with is coming up with ideas for blog posts.
Another common problem is that when the ideas do come, they have no idea how to translate these ideas from a text dump into a logical, readable format.
At this point, you can hire someone to do the job for you. Someone who spends their days perfecting the fine art of copywriting and using it to your advantage.
Yet sometimes budgets, time or life gets in the way and hiring someone to write your content just isn’t feasible.
This can be stressful. You may even find yourself going all Winona on the situation.
That’s why we’ve created this guide on the ideal blog post template. It includes how to format and produce an effective post, avoid common pitfalls and make sure your content is as clear and captivating as possible for the best ROI.
Your Blog Post Template
The specific content of each of your posts will depend on your individual content marketing goals. But this template can generally be used for all types of post as a checklist of all the essentials.
Start The Right Way
Create a content calendar to give format, structure and logic to your posts. Many people engage in some form of content marketing but don’t have a strategy to go with it. A content calendar will help you to work out when is best to publish the post, the goal of each post and whether it is a one-off piece or part of a series.
Identify The Purpose
Every blog post should have its own unique end goal. That might be to promote your latest product line, talk about a blogger who is wearing your pieces or detail your production process to showcase your brand values. Identifying the purpose is crucial for writing valuable content that will speak to your target audience.
Just like every blog post has its own purpose, each one will also fit neatly into one, two or more categories. Placing your post into categories before you upload will make your content more easily searchable. It’s all about making content easily accessible and making life easier for your audience. Nobody wants to work too hard to find content that speaks to them.
Don’t Overthink It
The worst thing you can do is put off writing blog posts because you’re so worried about what to say. Your readers are looking for high-quality content that fulfils their needs, awakens their passions and answers their questions. Once you have identified the purpose and the category, you will already have a certain level of structure. Then it’s time to fit the final pieces of the puzzle together.
Write down five things that your business does better than its competitors, then articulate these benefits in your copy.
Don’t just write, for example, “we make amazing footwear”. Explain why and how your product or service is so brilliant.
Always think about this from the point of view of how you are responding to customers’ needs and how your services will make their lives better. Think about your USP and the gap you will fill in their lives, then just go with it.
Lift Your Head Up
A catchy headline will grab the attention and a detailed subhead (where relevant) will draw the reader in further. It’s often best to have a more snappy headline then give a glimpse into the subject of the blog post in the subhead. Make sure subheads are no longer than two or three sentences max. Leave the best content for the main post.
Consider The Visuals
Some people respond better to words and some to visuals, so make every post cater to everyone. Most people will be put off by a huge chunk of text with nothing to break it up.
Include infographics, images, GIFs and videos that complement the written content. Make sure that the style of every piece of writing is in line with your brand tone, image and identity.
Less Is More
Once you have completed the first draft of your copy, cut it back. Then go back and cut some more.
There’s no point in writing just to fill space. Say what you need to say and only that. A captivating tone that draws the reader in with a post of 300 words is far more effective than a 1000-word post that is fluffy and padded out with irrelevant content. People don’t want to make a huge amount of effort to read your content. Say what you need to say to and explain your main points clearly. Your content – and your sales – will thank you for it.
The Key’s In The Keywords
Among your brand collateral, you will likely have a list of keywords and phrases that constitute part of your SEO strategy. Include keywords in every blog post as relevant. Don’t overstuff content with keywords as this may negatively impact your appearance in search listings.
Link It Up
As well as including basic SEO keywords, you should also include outbound and inbound links. Only link to relevant and high-quality external sites, focusing on those where you are likely to find your target audience.
Inbound links are your best secret weapon. Link between blogs with relevant topics and to other website pages such as new products or the contact page when it fits neatly with the content.
Proofread Like There’s No Tomorrow
It seems like it goes without saying, but you can never proofread too much. Losing a prospect to a careless spelling error or typo is a huge waste. Review your content before you print or publish it, and ask a colleague to read it, too. Always leave a bit of time between completing the content and re-reading it for clarity.
Finish The Job
Include sharing buttons. This means your audience can easily post content that they loved on social media or share it via email. It will also help to boost your own social media profiles.
And always, always, always complete every post with a Call to Action. Refer back to the purpose of the post then add a relevant CTA.
If that all sounds a little too much like hard work, give Tush a call to discuss your blogging requirements. Our packages start at £100 per calendar month to make inbound marketing readily available to everyone who needs it.