Creating a blog post can feel a bit like learning to drive. You can spend ages studying the rules and reading countless guides, but true mastery comes from actually getting behind the wheel and hitting the road. You understand that blogging is crucial for your business, but the how-to might seem elusive. No worries, this post will guide you through writing compelling blog posts in five easy steps. Let’s get started!

“Wait for it… wait for it… BASS DROP.” Now that we’ve cleared that metaphorical roadblock, let’s dive in. You recognize the importance of blogging for your business growth but might be unsure about the process. This post provides a simple, five-step guide to crafting excellent, reader-friendly blog posts. Ready to begin? Let’s go!

Crafting a Blog Post in Five Simple Steps [Summary]:

1. Step 1: Planning
2. Step 2: Headline Creation
3. Step 3: Post Drafting
4. Step 4: Image Integration
5. Step 5: Blog Post Editing

Let’s explore each step in detail.

Composing a Blog Post, Step 1: Planning

First, a word of caution: crafting a blog post often takes more than a couple of hours, even for the quickest typist with excellent writing skills. From initial idea to hitting “Publish,” the process can take several days or even a week. It’s crucial to invest time in planning and brainstorming before starting to write.

Does your blog post incorporate sufficient visual aids? Before you begin writing, ensure you have everything needed for a smooth writing process. Many new bloggers skip the planning stage, but this crucial step can save time and cultivate good blogging habits.

Picking a Topic That Excites YOU

An old saying states, “No fun for the writer, no fun for the reader,” which holds true for bloggers in any industry.

Before proceeding, choose a topic that genuinely interests you. A lack of enthusiasm is easily discernible and can make a blog post fall flat.

Don’t even think about it.

You might be thinking, “But I have to blog about something as exciting as cardboard box manufacturing!” I understand the struggle. During my career, I’ve written content for various clients in less-than-thrilling industries (like financial regulations and corporate housing). However, a professional blogger can write well on any topic. That being said, writing is much more enjoyable, and effective, when you’re passionate about the subject matter. Remember that not every post will be a thrill ride. However, if you have editorial freedom, choose topics you’d want to read, even if they’re niche. Your excitement will undoubtedly translate to your readers. Need inspiration? Check out our eight blog topic generators or these eight tricks for unique blog ideas.

Creating an Outline

Excellent blog posts don’t just magically appear; they require structure, even for the most talented bloggers. This is where outlines prove invaluable. An outline doesn’t need to be extensive; it serves as a roadmap to prevent rambling and keep you focused.

For instance, this post’s outline, which I shared with my editor: Introduction [Concise overview of the blog post’s content] Section 1 – Planning Your Blog Post – Pre-writing steps for bloggers - outlining, research, etc. Section 2 – Blog Post Composition – Tips on maintaining writing focus, productivity tips for bloggers Section 3 – Revising/Editing Your Blog Post – Self-editing strategies, common blogging pitfalls Section 4 – Blog Post Optimization – Optimizing your blog post for on-page SEO, social engagement Section 5 – Conclusion – Wrapping up

This outline ensures I cover all planned points in a logical order and provides a basic framework for each section. Outlines keep you focused, preventing meandering metaphors and ensuring a cohesive structure. While the outline’s complexity might vary, a simple structure like the above example generally suffices. Find what works best for you, whether it’s a digital document, a notepad, or even a napkin.

Conduct Thorough Research

Here’s a secret professional bloggers (myself included) might not readily admit: we don’t always know everything, or sometimes anything, about a topic before writing about it.

Pro tip: you don’t need to be a world traveler to write about travel marketing. This doesn’t mean we’re frauds. Our natural curiosity often drives our success. As a blogger, being able to delve into new topics is essential. Thorough research is what enables us to write authoritatively on unfamiliar subjects. Relying solely on Wikipedia is generally ill-advised. While it contains many well-researched articles, it’s not infallible, and inaccuracies can slip through. Always verify information and seek primary sources.

Lou Diamond Phillips was absolutely phenomenal in ‘La Bamba.’ When using external information, prioritize authoritative sources like official associations, government websites, highly cited research papers, and renowned industry experts. However, approach every source with a healthy dose of skepticism, questioning information until you are certain of its accuracy.

Fact-Checking is Crucial

I once edited a colleague’s piece about a major technology conference. Facing a tight deadline, he did a great job writing quickly but missed a crucial fact-checking step. He cited a Forbes article claiming Steve Jobs used PowerPoint in a presentation, which never happened. While an easy mistake, this instance of lazy journalism highlights the importance of due diligence.

A single glaring error can damage your credibility. Everyone makes mistakes, but these should be avoided at all costs. Publishing inaccurate information can significantly impact your reputation, especially when starting. Even if you have a large, loyal readership, errors will be pointed out quickly, as evident in comment sections of publications like Wired or TechCrunch. If you fall victim to a hoax, spread misinformation, or make a mistake, address it transparently and promptly. Attempting to hide errors will only compound the issue when readers discover them. Honesty and accountability are crucial; fix mistakes quickly.

Crafting a Blog Post, Step 2: Writing a Compelling Headline

Everyone seems to have an opinion on headlines. Some advocate for specificity to avoid misleading readers and manage expectations, while others recommend a more abstract approach. While vague headlines might work for established figures like Seth Godin, being specific is generally advisable.

Some headlines practically write themselves.

There are two primary ways to approach blog post headlines: decide on the final headline before writing (using it to structure your outline), or start with a working title and refine it after finishing the post. Personally, I use both methods. Sometimes a strong headline emerges early on; other times, it requires more work. Although sites like Upworthy might have overused clickbait headlines, their process holds merit in forcing you to think critically about your post and how to captivate your audience.

Adapt your headline approach based on your target audience. Let’s analyze these highly specific headlines:

• How Our Side Project Generated $51,365 in 60 Days
• How Lua’s CEO Built an Enterprise Messaging App That Boosts Open Rates From 20% to 98%
• 5 Things We Did in 2014 to Grow by 1059%

These headlines, presenting precise figures, aim to provide actionable advice to fellow marketers and startups. “Case study” blog posts often perform well due to their transparent nature (offering insights into successful businesses) and practical “how-to” approach (attracting those seeking replicable results).

People gravitate towards how-to articles.

However, this approach might not always resonate, as in my case. While useful as examples, I tend to skip over such blog posts due to their ubiquity. Another common, yet increasingly tired technique is posing a question in your headline. When done well, as in these instances, it can be highly effective:

• Can an Algorithm Write a Better News Story Than a Human Reporter?
• Would You Be Part of a Crowdsourced Environmental Warning System?
• What Do Uber, Zenefits, and Public Health in a Kenyan Slum Have in Common?

If you choose this technique, ensure the question genuinely interests your audience. Crafting effective blog post headlines is both an art and a science, deserving its own dedicated post. The key takeaway is to experiment and determine what resonates with your audience. If they enjoy specific case studies, cater to that preference. However, don’t blindly follow trends, especially if they don’t appeal to your readers.

Composing a Blog Post, Step 3: Drafting Your Post

With your research complete and headline (or at least a working title) set, it’s time to write.

Remember to switch on your computer before you begin writing.

Similar to headlines, there are two primary approaches to drafting a blog post: write the entire draft in one go (my preference) or work on it in stages. Choose the method that works best for you. However, I recommend completing as much as possible in one session to maintain focus, reduce the risk of omitting important points, and get it done efficiently. Even if you prefer writing in shorter bursts, aim to maximize output during those sessions. Revisiting a draft multiple times can lead to unnecessary additions, potentially derailing your focus. Completing a significant portion in one sitting helps, even if you prefer spreading the writing process over several sessions. Like any skill, writing becomes more effortless with practice. Initially, it might take a week or more to finish a post, but with time, you’ll be crafting excellent posts within hours. There are no shortcuts in writing; it requires dedication and effort.

NOTE: Introductions can be challenging for many writers. Try writing the introduction last, focusing on the main content first. If you need help crafting a captivating introduction, we have you covered with five easy techniques. Curious about the ideal blog post length? We’ve got you covered.

Crafting a Blog Post, Step 4: Using Images Effectively

Writing for the web differs significantly from writing for print. Often, people lack the time, willingness, or attention span to engage with lengthy, text-heavy blog posts. Even well-formatted text-based posts can quickly lose readers’ attention. This is where incorporating images becomes crucial.

Enhancing Flow with Images

Images are vital for breaking up text, making your content less daunting and more visually appealing, especially since many people skim online content instead of reading every word.

Images as Visual Punchlines

Everyone appreciates humor, and a well-placed image can add a touch of lightheartedness and humor to your writing, especially when tackling dry or complex topics.

This image has absolutely no relevance to the topic of blogging.

Simplifying Complex Topics Through Images

Digital marketing, like many niche areas, can be challenging for newcomers. Images, such as diagrams, charts, infographics, tables, and other visual aids, can help your audience grasp abstract or complex ideas more effectively.

Composing a Blog Post, Step 5: Refining Your Blog Post

Writing a blog post is no easy feat, but editing one can be even more challenging. Always run your post through a grammar checker like Grammarly, in addition to a traditional spell check, to catch contextual errors.

Editing involves more than just fixing grammatical errors and refining sentences. It requires viewing the piece holistically and being willing to sacrifice words or even entire sections for better coherence and clarity. Here are some tips to help you refine your writing, ensuring it’s impactful and keeps your readers engaged:

Avoid Repetition

Repetitive words or phrases can be jarring for readers. Once your first draft is complete, review and replace overused words to ensure writing diversity.

Repetition is something to be avoided at all costs.

BONUS: Every writer has a “crutch” word or phrase that seems to pop up repeatedly. Identify yours and consciously minimize its use.

Read Aloud to Check Flow

This trick, taught in many writing workshops, helps identify awkward phrasing. If it sounds unnatural when spoken aloud, it likely reads awkwardly too. It might seem unusual, but reading your post aloud can highlight any wordiness or unnatural phrasing. If a sentence doesn’t flow smoothly, rephrase it until it does.

Seek Feedback from Others

This step is crucial for new or casual bloggers and demonstrates a commitment to producing high-quality work. It’s not a sign of weakness, but rather a dedication to excellence.

You should think about asking for feedback from others on your work.

Ideally, ask someone with editing experience to review your work. Emphasize that you’re seeking feedback on the overall flow and clarity of the piece, rather than just grammar or typos (though catching those is a bonus). Ask if your arguments are well-presented, if your stance on any controversial topics is clear, if the piece is thought-provoking, and if the advice offered is valuable.

Keep Sentences Concise and Paragraphs Shorter

Large blocks of text can be overwhelming and discouraging for readers. It’s a common mistake made by new bloggers and something I often encounter in online writing. Sentences should be concise for easy readability. Shorter sentences also reduce the likelihood of tangents. Paragraphs should also be brief and focused. Shorter paragraphs are more approachable and encourage readers to continue. While web-based publishing has led to more flexible paragraph structures, keeping individual ideas confined to their own concise paragraphs is generally recommended.

Perfection is Elusive

Accept that your blog post will never be perfect. This realization is crucial for any writer. Strive for excellence, but remember that even the best writing can be improved upon. However, time constraints exist, and unless you’re Seth Godin, you likely need to publish regularly. Obsessing over every detail can lead to writer’s block and missed deadlines. Pour your best effort into each post, learn from the experience, and move on.

Be Flexible and Willing to Edit

As you might have noticed, my original outline for this post included a section on SEO optimization, which I ultimately omitted. While I planned to write it, I realized it warranted a separate, dedicated post. This highlights the importance of being flexible and making editorial decisions as needed.

Unless there’s a non-negotiable element (e.g., something specifically requested by your team), your outline is a guide, not a rigid set of rules. If something doesn’t work, whether a sentence, a paragraph, or a whole section, don’t hesitate to edit ruthlessly.

That’s a Wrap!

Blogging can seem daunting, but with practice and persistence, you’ll become a proficient blogger. Plus, it can be an incredibly rewarding form of marketing collateral. If you have any unanswered questions or need further clarification on anything blog-related, let me know in the comments below, and I’ll do my best to assist you. Now, go forth and unleash your inner blogging rockstar! Eager for more content creation tips? We’ve got you covered.