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How to write the perfect blog post

Written by Warren Davidson on 05 Oct 17
How to write the perfect blog post
Content marketing is an essential part of modern-day business. With 65% of businesses choosing blogging as their top method of reaching audiences, and 45% of marketers saying that blogging is the most important piece of their content strategy, it’s more important than ever to get ahead of the curve and learn how to write a truly barnstorming blog post if you want to attract and engage potential customers. 
So, how to get started? We’ve put together a comprehensive list with everything you need in order to write the perfect blog post with minimal fuss. 

Here’s how to plan and create the perfect blog post.

Step 1- understand your audience  

The aim of content marketing is to attract and engage readers, to set them off on the buyer journey with content that is interesting, fresh and relevant. To do that, you need to understand your audience, and your market. With content marketing driving conversion rates that are nearly six times higher than its inbound marketing counterparts, it’s well worth putting your time into this if you want to attract the right people. 

What hot topics are currently trending? Is there an opinion piece begging to be written, or a thorny issue that your audience would appreciate some advice on? Adjust your approach to deliver relevant information to your target audience: for instance, if you’re targeting recruiting professionals, you don’t need to write articles about the basics of recruitment; rather, tips that they can apply to their recruitment strategies to help improve them. 

One good way of doing this is by creating buyer, or marketing, personas: these are fictional representations of your customer base that give you an idea of their interests, and what style and content you should include in your article to engage them. 

For example:

Step 2- choose a title

One of the worst things that can happen is to get stuck into a blog post and realise halfway through that you’re writing about something completely different to what the title says- or to what you decided was relevant to your customer base. The best way to avoid this is to choose a theme, or topic, first. Which topics need addressing, and which themes haven’t you yet talked about in your blog?

Once you’ve decided on that, it’s time to choose a title. It’s a good idea to brainstorm a little here: come up with a few different versions of each working title, so you can decide the best way in which to tackle it. For instance, ‘Writing a blog post’ could be written as ‘5 tips to write a great blog’; ‘Need inspiration? Here’s how to tackle writing a blog post’, or ‘How to create a professional blog post in an hour’. Once you’ve got that, the version you decide on will influence the tone and style of your article. Keep it short, too: headlines with around eight words had a 21% higher clickthrough rate than the average, longer, title.

Another tip: choose something that interests you. Even if you’re confined to a particular sector, choose something that would catch your attention, or that you’d want to read were it you looking for an article. That way, your enthusiasm will come across to your audience. 

Step 3- get planning

Pare things back to the bare essentials. To avoid any unnecessary (and maybe off-topic) ramblings, you need to write a comprehensive plan for your blog post. It’s time to do your research: scour the web, collate your (attributed) data and then use what you’ve got to thrash out a basic plan for your article. If it helps, make a mind map with all the things you want to say before linking your main points together into a logical argument. If it’s a listicle, include as many points as you want. If it’s not, three to four main points should be more than enough. 

Step four- get writing

It’s time to get writing. Using your plan as a guide, fill in the blanks and flesh out your paragraphs, drawing on additional sources if necessary. 

When it comes to writing your introduction, it’s a good idea to have an attention-grabbing statistic or two to get your reader’s attention- for advice on finding those, have a look here. You can then develop upon your arguments in the main paragraph, before driving home your main point in the conclusion. 

Having trouble stringing together compelling sentences? There are some great online resources you can use, from PowerThesaurus for help with spicing up your writing to some help in writing exciting and interesting copy.

Don’t make it too long, either: the average word count of top-ranking content in Google is between 1,140-1,285 words. It can always be shorter, but if you make it any longer people will start to lose interest whilst reading.

Don’t forgot to include a good call to action (for advice on those, have a look here) at the end!

Step five- edit, edit, edit

You’ve finished. Well done! But that’s not the end of the story: chances are your (as-yet) unfinished article will contain numerous grammar and spelling mistakes, and will need some pruning to streamline your argument, and make it easier for people to follow.

Ask a grammar-savvy colleague or two to help out here: even if you’re good at writing, it’s always better to have somebody cast a fresh pair of eyes over your work as they’ll be much better able to pick out mistakes that your eyes will have skimmed over. One or two rounds of edits will make the article a lot better, because these people haven’t seen your writing before. 

Once they’ve done so, have a look over it yourself. Consider adding an image: blog articles with images get 94% more views, after all.

Then it’s time to publish! 

Content marketing is something we pride ourselves on at 4MAT, and we’re always interested in helping our clients produce, publish and promote brilliant pieces of content. For more on how we can help develop your content marketing strategy, contact us here.

For more information on how Recruitment Marketing can transform your website, have a look at our Recruitment Marketing Playbook for Recruitment Agencies below.

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