So, you need to write another blog post.
Let’s say that you already have a topic in mind. So, you know WHAT you’re going to write about, but have you thought about HOW you’re going to tackle that particular subject?
The ways in which you go about writing, structuring, and optimizing your blog post can mean the difference between your hard work being appreciated by scores of people and your words being lost in the never-ending firehose of content.
In a way, writing an effective and engaging blog post is like cooking a dish. If you decide to take a chance and wing it in the kitchen, who knows? You just might come away with something that’s truly delicious, something that will keep the people clamoring for more.
Odds are, though, you’ll end up with something that’s middling at best, a plate of food that could have truly shined had a recipe been followed.
So that’s what we’re going to break down today: a “blog-making recipe.”
Answer these three essential questions, and your next blog post will be perfectly seasoned with the proper mix of inbound marketing, SEO, and sales enablement elements to not only better reach your ideal reader but to be truly helpful to them as well.
Question 1: Who Are You Writing This Blog For?
Before a single finger hits the keyboard, you need to know who you're writing for.
Are you aiming for seasoned industry veterans or wide-eyed newcomers? Tech-savvy millennials or budget-conscious boomers? Pinpointing your ideal reader is crucial. Think demographics, interests, pain points, and aspirations.
The more you understand their world, the more relevant and relatable your content becomes.
Inbound Marketing Tip: Conduct surveys or polls to gather direct audience insights. Analyze website traffic data to see what topics resonate. Follow relevant social media groups and forums to listen to their conversations.
SEO Tip: Research high-volume keywords your audience uses to search for information related to your niche. Integrate them naturally into your title, headings, and meta descriptions.
Sales Enablement Tip: Create buyer personas that embody your ideal customer. This helps tailor your content to address their specific challenges and desires.
Question 2: What Problem Are You Helping Your Reader Solve?
Your audience has needs and pain points. They have questions, too.
Your blog post is aiming to be the answer.
But how do you do that? How do you go about meeting your audience where they are at, assisting them in the exact areas they are looking for?
Well, there’s one thing you absolutely don’t want to do. Never write about your product or service. Churning out “product heavy” blogs helps no one and actually discourages readers from seeking out your content in the future.
Instead, pinpoint and solve a problem your audience faces. Offer actionable tips, dispel common misconceptions, and share insightful industry trends. Give them something they can't find anywhere else. Give them something to chew on!
Inbound Marketing Tip: Leverage your buyer personas to identify common pain points. Research trending topics and news within your niche. Analyze your competitor's content to see what gaps you can fill.
SEO Tip: Focus on long-tail keywords that reflect specific user queries. Craft content that addresses these queries in-depth and with authority.
Sales Enablement Tip: Frame your content as a solution to the challenges your ideal customer faces. Use clear calls to action that guide readers toward your sales funnel.
Question 3: How Can I Make Sure These Solutions Reach the People Who Need Them Most?
Remember the never-ending firehose of content I was talking about earlier? Well, let’s avoid getting lost in that as best we can.
Instead, we want to ensure your well-written blog post reaches the people who need to read it most.
Strategically share your post on social media, submit it to relevant online communities within your area of focus, and consider guest blogging on other established sites.
Remember, the goal is to reach your audience where they are.
Inbound Marketing Tip: Utilize social media scheduling tools to ensure consistent content promotion. Partner with other bloggers or influencers in your niche for cross-promotion opportunities.
SEO Tip: Use social media sharing buttons and optimize your post for search engines through internal linking and backlinks.
Sales Enablement Tip: Repurpose your blog content into other formats like infographics, videos, or email newsletters. Share these with your sales team to use in their outreach efforts.
Follow the Recipe
By following this “blog-making recipe” and answering these three questions, you’ll be producing posts that resonate with your intended audience, helping them tackle problems and pain points they have endured for far too long.
After a period of creating delicious dish after delicious dish, you’ll have readers coming back, begging for more.
And who knows? Someone might ask for your recipe!
*Editor's Note: This blog has been updated since its original post date.