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Business Blogging
Email Course

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Lesson 5:

Craft an awesome blog post

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Ok, so you’ve chosen your blog topics, created your content calendar and written a killer headline. What next? Well, here comes the really daunting part… writing the actual body of your blog post. Gulp!

But don’t fear, we’re here to help! Simply follow our foolproof guide to crafting awesome blog content and by the end of this lesson you’ll be writing like a pro.

How to craft an awesome blog post

1. Deliver on your promise

The most important thing to remember when writing a blog post is to deliver on your promise. Remember that killer headline you wrote in lesson 3? Well now you need to deliver on it.

If your headline is “8 Public Speaking Techniques To Wow Your Audience” and you only deliver 6 techniques, or you don’t make it clear which are the 8 techniques in your post, your readers will lose faith in you. Similarly, if your headline is “How to Plan Meals and Make Your Life Easier”, but your readers are left feeling dissatisfied after reading your post, they’re unlikely to come back for more.

It’s absolutely essential that you instil a sense of approachable expertise and authority into your blog content, as this will leave your readers feeling informed and provided for, and will help to build a strong reputation in your industry. Not delivering on the promises you make in your headlines can damage your business and your brand.

2. Write an outline

The best place to start is with an outline. It’s much easier to write your copy when you have a structured framework to hang it from.

Try asking yourself these questions:

  • How will your post benefit your audience?
  • What action do you want your audience to take?
  • What are the main points or messages you want to get across?
  • Is there a particular stance or angle you’d like to approach the topic from?
  • If you’re writing a list post, what are those list items?
  • Can you break the post into sections and create sub-lists of the key points in each section?

You might want to create a template for your blogs to make it easier to write your outline each time. At Wildheart we use a blog brief with our clients, which allows us to capture things like title, category, benefits, excerpt, call to action and SEO data for each post. You’ll be able to download a template of our blog brief as part of today’s task.

3. Do your research

Depending on your topic and industry, you may need to do some research in order to write your post. What are others’ views or opinions of the topic? Are there pros and cons or differing arguments you want to get across?

You might want to see what your competitors are saying or doing around the topic. Or it might be useful to look at how this topic is trending online or across social media networks.

Are there useful articles you could link to? Or relevant quotes you want to include? Make sure you include exact quotations and references to original sources.

4. First impressions

This is where we get into the actual writing. Firstly, it’s good to include a paragraph or two of introduction to summarise what the post is about.

This is where you need to engage your readers the most. After the headline, the first few lines of your blog post are crucial for grabbing your readers’ attention. If they lose interest at this point, or aren’t intrigued enough to carry on reading, they’ll simply look elsewhere.

Remember: humans browsing content online are fickle, impatient creatures! So, make sure your introduction is entertaining and relevant, and this will encourage them to keep reading.

5. Body language

Next it’s time for the main body of your post. But don’t panic! Simply refer back to your knight in shining armour – your outline.

Go back to those key points you listed and tackle them one by one, ensuring you’re writing clearly, simply, and in a tone that will resonate with your readers.

Your primary aim is to inform and educate. Remember you want to instil a sense of expertise and authority with your post whilst remaining approachable. Try not to come across as too arrogant or passionate, though – just present the facts, as well as your business’s point of view, and use quotes and links to back up where relevant.

The secondary aim of your post is to entertain your audience. They want to learn something from you, but it’s much easier to hold their attention if you can entertain them at the same time. And we don’t mean telling jokes or acting like a clown! See if you can weave in some interesting anecdotes, a funny story, or use a lighthearted, chatty tone. But don’t overdo it! Try to remain professional and stick to what you know and feel comfortable with, otherwise there’s a danger of putting your audience off.

6. Come to a conclusion

You can conclude your blog post by summarising and reminding your readers of the key points.

Check back to your outline – have you covered everything you set out to cover? Did you get your main messages across clearly and simply?

Make sure you check back again to your headline. Have you delivered on your promise? The conclusion is a good place to link back to your initial promise, tying off your post nicely.

7. Include a call to action

And last, but by no means least, ensure you’ve included some kind of call to action.

What do you want your readers to do next? Sign up to your email list? Contact you for a free consultation? Download a free guide?

Whatever it is, make sure it’s clear, concise and easy. Apart from educating and entertaining your audience, one of the main reasons for writing your post is to call your readers to action. So make sure they know exactly what you want them to do once they get to the end of the post.

How we do it at Wildheart

We don’t want to blow our own trumpet too much, but we do think most of our blog posts are pretty awesome! And that’s because we’ve followed the same foolproof process every time.

As an example, check out 7 steps to writing a great blog post. You can see we’ve included all the elements covered in this lesson. The post delivers on the promise in the headline (we’ve clearly described the 7 steps), it has a clear call to action (sign up for this email course!), includes internal and external links and makes reference to lots of useful tools.

Today’s task

And what do we want you to do? Head back to your email of course to complete today’s task!

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