This is the sixth episode in our series on creating a great blog. In this episode we will address how to write great content for your blog posts. In the last episode I talked about the importance of choosing your keywords. If you are keeping up with the articles you will now have a list of blog posts with targeted keywords for each one. If not, then why not go back and complete the keyword research first.

Overview

Here’s a quick recap of the 7 points that will be addressed in this series.

  1. Get to know your customers
  2. Understand your buyer problems
  3. Create a long term strategy to target your ideal customer
  4. Know your buyer’s pain points
  5. Choose your keywords carefully
  6. Write great content
  7. Publicise well

Write Great Content

Writing great content takes time. Expect to take 2-3 hours to create a detailed and well written post. Some articles may be quicker and some may take longer. In this article we will go through the key areas that you need to address in your blog.

Great Blog Posts Need Great Headlines

A blog headlines is a bit like the title of an email. You need your buyers to click on the headline with them wanting to read the article. Headlines need to grab attention and offer something about what the customer will find in the article. Why should the read your article? In a time of information overload, you need to stand out. Your headlines should be emotional and use language that will make the read click on them. This can be tricky to get right.

I would recommend that you use the free blog headline analyser from CoSchedule, who also make great software for scheduling your blog posts.

Blog Headline Analyser

Great Posts Need Great Content

This goes without saying, but if your content is rubbish, buyers won’t read it! Take time to thoroughly understand what you are writing about. Do your research and have something valuable to offer. Try to offer a variety of formats, such as video, audio, text and images. You could use infographics or diagrams to explain your content.

Great Posts Need Great Writing

Proof read your work! No-one wants to read content that is full of spelling mistakes. Also, make sure your content is well structured, using heading tags correctly in your articles and use your targeted keywords. Using keywords is a complex subject, as you need to find the balance between using your keywords appropriately and keyword stuffing (making your content difficult to read because you have use the phase an unnatural amount of times). I would recommend using a blogging tool such as WordPress to create your blog posts. In fact, we use a fantastic tool called Yoast SEO, which will analyse your blog content as you are working on it. Here is an example of a post in our blog – I’ve chosen an example that is not fully optimised and you can see that there are things that need to be addressed.

Yoast SEO Blog Post

Great Posts Need Great Images

Images are vital to your blog, not only because it engages your audience, but also because it helps Google to see the value in your content. Avoid low quality images and make sure that they are relevant to your content.

You should optimise your images so they don’t slow down your website. WordPress does a good job of this, but you can also get tools that will do the hard work for you. We use Tiny Png, who offer a free service and a handy plugin for WordPress.

Don’t use copyrighted images! It’s just not nice.

If you don’t have the resources to take your own images, then try subscribing to a stock image library such as Adobe Stock (there are cheaper alternatives out there). Either way, this will save you a lot of time.

Final Tips

  • Make sure you stick with the plan!
  • Write them in bulk – It’s a lot easier to write a whole series of articles in one go and schedule them, than trying to squeeze time into your diary every week for your blog
  • Use a tool like Asana to help you plan your posts
  • If you struggle with writing or simply don’t have the time (but you do have the budget), why not pay someone else to write your blog for you?
  • Get someone to proof read your posts
  • Get great images to go with your content
  • Find tools to help you streamline your content creation process.

We’re nearly there. In the next episode we will talk about publicising your content to help people to find it.

 

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