H O W T O W R I T E

A P O W E R F U L

B L O G P O S T I N

6 0 M I N U T E S

( O R L E S S )

!DID

YOU KNOW Did you know that a business-to-business

company that blogs, generates 67% more leads per month than those who don’t?

S T R A T E G Y

Website with a blog tend to have 434% more indexed pages

47% of customers viewed 3-5 pieces of content before engaging with a sales rep

94% of people who share blog posts, do so because they believe it might be helpful to others

Blogs have rated as the 5th most trusted source for accurate online information

51% of business owners report that blog content is “very important” or “absolutely critical” to creating a cohesive buyer journey

4 3 4 %

4 7 %

9 4 %

5 T H

5 1 %

SEO CONTENT GOOGLE

LOVES

BUILDAN IDEAS

BANK

T H E

F I R S T

W A Y

S T E P O N E Idea generation could be by thinking of all your products or services and consider each one individually by asking:

What hurdles are preventing your prospects from saying yes?

By addressing concerns people might have about your business, you are giving yourself the best chance at improving your lead generation efforts.

T H E

S E C O N D

W A Y

Is to generate ideas by auditing your popular blog content.

Looking at content that’s already hit the mark for your audience is one of the best ways to pinpoint what kind of content will delight your audience.

T H E

T H I R D

W A Y

To develop new blog ideas is to conduct competitive intelligence by tapping into what’s working for your competitors. Then make it yours, make it better and readers will flock to you.

S T E P T W O

ADD QUALITY TO YOUR BLOG WITH RESEARCH & SUPPORTING DATA

It can be tempting to put all the information in your blog post. Unfortunately, you end up with a blog post with unnecessary material which doesn’t answer the original question.

S O , H O W C A N Y O U M A K E

I T S U C C I N C T A N D

I M P A C T F U L ?

To create a valuable, data-driven post look to scientific studies, presentations, images and infographics, video and statistics and facts to inform your content.

Then, let it marinate overnight so that the ideas become more refined.

FLESH OUT

YOUR BLOG

OUTLINE

S T E P T H R E E

5 M I N

3 0 M I N

5 M I N

5 M I N

Are you ready to execute your blog? Great. To write a 45-minute blog post, stick to the following time schedule

H O O K

O P E N I N G

B O D Y

C O N C L U S I O N

4 5

M I N U T E

B L O G

P O S T

Be clear and focused, first and foremost

Don’t get too cute or rely on puns unless the joke is the centre of your story

If the published deadline isn’t for a few days, write multiple headlines and finetune

Always write with an active voice

Keep your characters between 40 and 77 characters for better Google performance

Don’t be afraid to appeal to the sense with an emotional headline

Pique the reader's curiosity without being “click-bait”

Make sure your content supports the headline

Ensure the most important part of your story is conveyed in your headline, but don’t give away the reason they should click through

O N E

T W O

T H R E E

F O U R

F I V E

S I X

S E V E N

E I G H T

N I N E

W R I T I N G

A H O O K

Keep your first paragraph, short and easy to digest. No more than 100 words. According to BackLinko, this will boost the readability by 58%

Create an emotionally grippy narrative by aggravating the problem and paint a picture of the promise you wish to resolve throughout the blog

Boost your credibility and authenticity by using personal anecdotes and mini stories which relate to the topic

O N E

T W O

T H R E E

W R I T E A N O P E N I N G

P E O P L E W A N T T O

K E E P R E A D I N G

R E A D A B I L I T Y

5 8 %

Lead with why

Show the promise by painting a pretty picture

Reference your supporting data

Offer an example to put your point into context

Offer a solution, action-step or takeaway

O N E

T W O

T H R E E

F O U R

F I V E

C R A F T

D Y N A M I C

B O D Y C O P Y

There’s no hard and fast rule for creating a strong close, however, Patel recommends ending on a positive outlook, that emphasises the main point and calls on the audience to act with urgency. Including a conversation activator (i.e. posing a question) can also encourage the reader to engage with your brand.

And there you have it. Once you’ve finished. Let it rest for the afternoon or overnight, so you can come back to it with fresh eyes for editing and touch-ups. If you’re new to blogging, get a colleague to proof-read your points for quality control.

There will be moments when blog writing gnaws at your busy mind. Even if you’re a self-professed horrible writer, committing to this process will simplify your life and give you the results you want.

C O N C L U S I O N

CLOSE STRONG

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