Maintaining your own blog is a challenge. After all, you don't just want to write a blog post that nobody reads. You want to achieve something with your content. To make unread articles a thing of the past, I'll guide you through 7 simple steps of writing the "perfect" blog article. Find out how to captivate your readers.
How do I write the perfect blog post?
In order to be able to write a really good blog post, the preparatory work in particular is crucial. If you just start writing and try to achieve the highest possible word count in an extremely short time, the quality will most likely fall by the wayside. In this context, Robert Weller from toushenne explains very nicely why writing with a system is so important.
In order to write an article with real added value for your readers, it is not enough if you only deal with the prevailing topic of your blog. You should have answers to questions like "Who are my readers?" or "Why am I writing this article in the first place? But more on that in a moment. So let's start with the first step:
Step 1 - Set goals for your blog article
Before you start writing, it is important to set yourself a concrete goal with your blog post. What do you want to achieve with the article?
There are several options you can set as your goal:
- Establish or further develop your status as an expert in your field
- Present your service or product
- Increase your reach and subscriber base
- Generate subscriptions to your newsletter
It's important to know up front what you want visitors to your blog to do after they read it.
Your intention, your goal, should be the focus when writing a blog post and should be a central theme throughout the text. You guide the readers to a certain direction and explain to them how they can reach your goal.
Step 2 - Get to know your target group
Even before writing the blog post you should take a closer look at your target group.
Who are the people you write for and who you want to read your articles?
You don't want to waste your time talking to the wrong people. The better you know your target group, the better you can create your contribution.
Regular, interesting content turns your blog into a source of information that your readers will want to consult. You provide your visitors with relevant content, take them by the hand and help them solve a problem.
You are an expert in your field and should prepare this knowledge in such a way that your readers can derive the greatest possible benefit from it. You can do this by competently answering the questions of your readers.
You can find out which questions are asked most frequently in your topic area, for example, with the "Answer The Public" tool.
Step 3 - Find the right topic
If you run a blog yourself, you probably know the situation: The empty text document is open, but you just can't think of a good topic. In fact, the constant search for topics is one of the biggest challenges for many blog owners. Especially with niche topics, you quickly get the feeling that all aspects of the topic have already been covered.
An obvious tip for the necessary inspiration is reading current magazines and topic-specific blogs. After all, you don't have to reinvent the wheel every time.
In addition, specialist Facebook groups or Twitter threads offer an interesting insight into the questions and topics that are currently occupying your target group. If your head just feels empty and blocked, sometimes even a short walk helps to be open for new ideas again.
The best ideas often come to you when you are not actively looking for them. It's best to be open to new content ideas at any time and record your thoughts in writing – for example in a note app. From your notes you can then create new blog posts with real added value for your readers.
If you need a little more help finding topics: The marketing pros at Chimpify, for example, have rounded up 41 blog article formats that can help you brainstorm. If you're looking for something a little more creative, check out these 18 idea generation techniques from HubSpot.
Step 4 - Discover your own style
Give your blog posts a personal touch. Because your writing style is what makes your articles authentic and individual – whether you are a solo blogger or writing for a company. After all, your readers want to know who is speaking to them.
A short author biography under each article is a nice measure to breathe more personality into your content. In the best case, the reader can imagine the person or the company behind the article and identify with it. Of course, how much you reveal about yourself also depends on the topic and target group of your blog.
To give your texts a special recognition value, you should find your own style and stay as true to it as possible.
Step 5 - Strike a balance between reader expectations and SEO
Content: Significant for your readers
You write your blog post primarily for your readers, not for search engines. When your readers click on your post, they have certain expectations. For example, they want to be entertained, informed, or are looking for an answer to a specific question. Therefore, the added value for the reader is a crucial keyword.
Your website visitors are thus on your blog for a reason. They want to get some benefit from investing their precious time in reading your blog article. So fulfill their desire by answering their questions competently.
In addition to the technical content, you should of course not disregard the keywords.
The keyword: crucial for the search engine
Search engines show content with the most topic-relevant content in the results. The better the keywords (= the search intention) and the content of your post are matched, the better chances it has of appearing in the search results.
Therefore, you should optimize your content based on keywords that are relevant to your topic. A good keyword is characterized by a high search volume (number of monthly searches) and the least possible competition. If you have an idea for a keyword, just type it into Google search and see if the search results match it. If the search shows you blog posts, you're in the right place.
A very helpful - and free - keyword tool is "Ubersuggest" by Neil Patel. There you can enter your keyword and see, for example, the distribution of search queries over the last 12 months and the probability of ranking in the top 20 with the keyword. You can also view similar KWs or keyword suggestions and much more. To illustrate that there are seasonal differences for many topics, I have brought the keyword "parasol balcony" as an example:
If you follow the above points, your content has a real chance to appear in the search results.
Keyword research - but the right way!
How to do a more detailed keyword research, we explain step by step in this post.
Step 6 - Set the structure
Determine a rough structure for your blog post in advance. In order for your post to be found online, it must be constructed in a way that is interesting to readers and search engines alike. Planning includes:
First of all, think of a suitable headline. This should be a promise to your readers that you fulfill in your text. How will your readers benefit from reading your text? You should choose an exciting title that encourages readers to read on, contains the main keyword and consists of about 6 words.
Write in the introduction what your blog post is about and explain the topic while you present important arguments. Don't take away too much information, but design the introduction in such a way that it encourages visitors to read on. A rough guideline for a good introduction is about 50 words. The keywords of the article should be placed at the beginning of the article, if possible.
Choose appropriate subheadings for your content. These should divide your text into different sections and give the readers an overview of the whole article.
# Let's go! The writing of the blog post begins
The preparatory work took a lot of time. This is now rewarded when you write your blog post.
All the tips and information you have previously collected can now be incorporated into your unique blog post that is tailored to your target audience.
Step 7 - Make sure it is easy to read
Users on the Internet are fast. The blog post is therefore often only skimmed. If the important information is not to be found at first go, then a click is enough and the user says goodbye to your site and calls up new information.
Therefore, when writing, make sure that your article is easy to read.
- Keep the sentences short
- Structure your post into sections with subheadings
- Dedicate a separate paragraph to each new thought
- Check the text for spelling and grammar
Blog properly: Checklist for the perfect blog post
You have done it: You have written an almost perfect blog post. To be on the safe side, ask yourself the following questions before publishing your article.
- Does the title arouse interest?
- Does your headline convey to the reader what they can expect from the text?
- Did you think of everything you were going to put in?
- Are you not off topic or is there superfluous information?
- Do you have a consistent reader appeal?
- Are all sentences grammatically correct?
If all the criteria are met, then you can attach a call to action for your readers. Tell them what you want them to do. Because most of the time, you need to point out the desired action to your readers so that they share the blog post and comment on it.
Afterwards, you can publish your perfect blog post - i.e. a post that responds to the search intent of your target group, is structured sensibly and creates real added value for your readers - with a clear conscience.
Conclusion: Good blogging takes time
Writing the "perfect" blog article is a challenge in itself. If you haven't written your own article yet, it's best to first consider whether setting up your own blog makes sense for you or your company. After all, maintaining a blog takes a lot of time and work.
If the answer is "yes", then it's best to start planning and brainstorming right away. If you follow the above steps a few times, creating a new blog post will become easier each time.