The Business Blogging Cheat Sheet
Blogging can be time-consuming and laborious, trying to come up with something to say and making it read well when you’re not a natural writer, can be tough.
This cheat sheet will help you plan your blogs, meaning your time is used more effectively and the writing will be easier, watch out Shakespeare!
Understand Your Audience
Thoroughly research your target audience and your current customers. It is important to establish who your prospective customers are as this may differ from who you expect them to be.
Find out what information they are looking for, this will help you when choosing your blog topics so you can present them with relevant content that they will want to engage with and share.
Do Your Research
Research keywords that you will include in your blog, it is important to incorporate wording that your customers would use to find this information, keeping in mind that your customers may not know the exact terminology that your company uses. eg. Garden Hose Company and Company that makes pipes for watering plants. Once you have your keywords selected, ensure that you include them in your heading and within the body of the text.
Create a Working Title
After you have chosen a topic you should create a working title, this will help keep you focused and stop you from wandering away from the purpose of the post. If you are struggling to stick to you working title, change it to something that might be easier to write about, you might be able to revert back to the original title another time.
If you have a general topic but cannot think of a working title the Hubspot Blog Generator is a great tool for coming up with titles quickly. Simply enter some nouns related to your topic and it will generate 5 titles for you to choose from, these can then be tweaked to better suit your writing style.
Time for an Introduction
This is not an introduction to you or your business but instead an introduction to your blog and what you will be discussing.
- Make it snappy, you will need to grab the reader’s attention within the first sentence.
- Give your blog context, you can use empathy, a joke or a fact.
- Identify the problem and how this blog is going to solve it.
- You know what your blog is about but readers do not so ease them into it slowly.
Organisation is Key
Blogs should be 300-800 words (unless it is intended to be an in-depth article) and that can be a lot to take in. Make sure the content is presented in a way that it can be easily digested. The following can help break up the page visually to
make it less daunting:
- Section headers.
- Bullet points or numbered lists.
Before you start writing it is a good idea to have a draft in your head of how you think the blog will flow and where you can include the section headers, bullet points etc.
You should also begin to plan for optimising your open graph content, this is the content that appears when the URL is shared on social media platforms. Ensure that your image is the correct size (generally 600x600px) and the description should be edited to help it stand out from the posts surrounding it.
Finally! Write your blog post. You have the framework and the plan so it’s time to fill in the blanks.
Make sure your content is edited and proofread and includes that all-important call to action at the end to help guide the reader onto the next step. This call to action could be subscribing to your blog, downloading an ebook or reading a related article.
Lastly, make sure that you review the import on-page SEO elements of your page such as Page title, H1 heading, meta description and keyword usage throughout the post. Also, your working title should be finalised before publishing.