A beginner’s guide to writing epic blog posts

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Writing blog posts is easy, right? Unfortunately, it's not as easy as you might think! How do you make your content stick in the brains of your readers? We’re going to help you write super content, that keeps your audience coming back to digest your content and advice on a regular basis.

Why should you care about writing blog content?

The main purpose of most blog posts is to educate, inform and engage your target audience. By providing them with valuable content you can build authority, increase brand awareness and generate website traffic.

What is a blog?

In a nutshell, a blog is a tool used to help you build reputation and authority as a brand online. Engagement tends to happen through different channels later down the line once you build up your content library.

Topic clusters

It’s usually a series of editorial content built around a topic or theme to demonstrate industry expertise. This method is normally described as topic clusters. At the center of your topic cluster is your main landing page, which is normally a service or product page. Stemming from the main topic is a series of related content - in this case, blogs. Let's break it down into an example.

Topic: Events

Related content: 

  • How to plan a successful event
  • The benefits of running events as a business
  • Creating an event planning checklist

Breaking down your content in this way makes your blogging efforts more strategic, by helping to focus your writing on your key topics. This tactic also helps you explore key topics in far more detail and gives you the opportunity to get more granular with your content, which helps to educate users further and build authority.

Blogs are also important in marketing strategies and are a great way to drive organic traffic to your website. Blogging was overlooked as an effective marketing tactic for a long time, but its time has come! As marketing has developed over the years, it's better to provide your audience with as much information as they need in a human way, rather than pushing sales. There is now a very big line between marketing and sales, lead nurturing and human tactics are paving the way for the most successful marketing campaigns. 

That being said, there’s no perfect way to write a blog. But there are several tactics you can use to ensure that you're following best practices and writing with your target audience in mind. So here they are!

How to write stellar blog posts

Like most things, planning is the key to success. The same rule applies to blog content. Planning ensures that you've included everything that your audience needs to know. It also helps with things like flow and structure. Once you have a generic framework for planning blog posts, you can create blogs a lot quicker than you would've before as you'll always have an idea of what's going to be included in your content.

When planning your blog, think about the following:

  • Your topic
  • Points you want to cover
  • Any resources internal or external that you want to mention
  • Structure

Choose a topic that is relevant to your business

When writing your blog, you want to make sure that you’re discussing something that is relevant to your business and within your industry. Your audience is going to have an interest in topics in and around your business, so if you go off-key and start writing about random you may lead people down the wrong path.

The ultimate goal for your blog is for your readers to return time and time again, and to treat your blog like a knowledge base that they refer to when they need help or advice with a specific topic.

Choose a topic that adds value to your readers

No matter your topic of discussion, always ask yourself before writing your blog - what value is this providing my readers? 

If you want people to read or share your content, there has to be something for your audience to relate to. A blog that doesn't provide value or connect with your audience is wasted. 

The unfortunate reality is that there are millions of blogs and articles online. Just writing isn't enough anymore to make people want to read your content. Always ask yourself the following when planning your blog:

  • Why am I writing this?
  • Who am I writing this for?
  • Why would they find this useful/interesting/relatable?
  • What am I going to talk about to bring value to my audience?

This will help you create more audience-focused content that also answers their questions.

Write up the main points you want to cover before you start writing

Planning and plotting out ideas is the best way to ensure that you cover everything you should in your post. Crucial information, statistics, and facts should always be noted down to back up what you’re saying, and to make sure that you’re factually correct. 

Write up your structure in advance

Writing up your structure in advance will help you identify what your blog post will look like once you’ve finished writing it.

Whenever we work with clients, we like to start with a very basic, top-level structure, to help map out what the blog is meant to achieve.

  • H1: the main title of your blog post
  • Blog post introduction: introduce your blog post, what it’s about and what you want someone to take away by reading it.

 

  • H2: sub-title of your paragraph
  • Paragraph copy

 

  • H2: sub-title of your paragraph
  • Paragraph copy

 

  • H2: sub-title of your paragraph
  • Paragraph copy

 

  • H2: final sub-title of your paragraph
  • Paragraph copy

 

  • Finishing part of the blog post

Evergreen content should be your primary focus

Evergreen content is content that lasts and never becomes outdated. This kind of content is the best kind, as it is constantly helping to build website authority and can be reused over and over again.

Try to create evergreen content wherever possible. A lot of businesses have discovered that evergreen content shares itself. Keep in mind that if it is always relevant, then it's always useful. 

It's the best blogging technique for SEO and those wanting to improve their organic presence. Things like news articles, reaction pieces, and seasonal articles all have their place and are still great, but you should aim to produce content that will attract repeat readers. 

Ideas for evergreen content: 

  • Lists
  • ‘How-to’ tutorials and tips
  • Product reviews
  • Encyclopedia-esque articles about a specific topic

Write how you would speak and stick to your tone of voice

Genuine human interaction is a growing part of successful marketing. The desire for audiences to feel like they're talking to a real person and having a genuine conversation with someone is growing. So your style of writing can have a huge impact on the way that your content is interpreted. 

Come across as friendly and approachable, but also intelligent. Keep it casual, but try not to overload your content with slang (unless this is primarily used by your target audience). When you get into the flow of writing, and you’re creating content often, it's easy to lose your tone of voice. But even if you do, checking over your writing and quality control will help you spot this, and you can rewrite the bits that don't fit.

Write conversationally and make your writing easy to read so that people will want to read it. In terms of best practice, blog posts still need to be well-written and grammatically correct as Google looks at these when determining rankings (among other things). 

Don’t rush to put out content for the sake of it, take the time to review your work, read it out loud, and ask yourself: 

  • Does my writing look easy to read? E.g short formatted paragraphs and bolding for skimmers.
  • Is the blog well-formatted? (subtitles, quotes, lists etc.)
  • Is it visually interesting? Have you included relevant graphics or videos where possible?

Using a free tool like Grammarly is a great resource that can give your blog that final once-over from a grammar and language perspective, especially if you’re new to blogging. 

Don’t forget about SEO!

On average, over 50% of website traffic comes through organic search, so it’s important to at least consider Search Engine Optimisation (SEO) practices when writing blogs. SEO is a digital marketing technique that improves your natural search engine rankings. For those who haven't touched base with SEO services before, think back to your last Google search. All of the results that came up (minus the paid ads) are organic, and use SEO tactics to help increase their search rankings and position themselves on the first page.

Google displays links to pages it considers to be the most relevant and authoritative. Authority is measured by analyzing the number and the quality of links from other web pages to your site.

How to make your blog posts SEO friendly

First, take a look at the keywords you’ll build your article around. Google’s keyword planner is the platform you need (although we’re also big fans of non-Google alternatives like SEMrush and Wordstream) to see which search terms are resonating with readers. As searches are becoming more dynamic, more research is needed as one keyword and a few stats only tell part of the story. 

Pop your keywords into Google to see what related content people are searching for, and whether your post aligns with the search intent. Take a look at the top results and see what types of pages appear there. It’ll help form the direction of your blog. 

All this is just the tip of the iceberg, so if you don’t fancy writing your own blog posts, you could always hire a digital copywriter to do it for you. For more SEO advice, speak to one of our marketing strategists when you book onto a free 30-minute consultation. Looking for more marketing strategy insights? Head on over to the Buzzbar blog.

Buzzbar’s 3 key takeaways

SEO is important for traffic growth

Not only does SEO bring through traffic, but it brings high-quality traffic to your site. SEO brings your content up based on search terms, keywords and queries. So you can help people who are actively looking for the answer to the question you’re answering. 

Keep your tone of voice consistent 

You want your copy to read and smoothly as possible. If you have different people writing blogs with their own tone of voice, this can break up the consistency and throw your readers off.

Always plan

Planning for anything you do is crucial! Would you launch a new campaign without planning? To ensure great quality content that is educational you should always plan beforehand.

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