I’ve newly joined the team as a marketing assistant and have been writing our blog posts for the last two months. Starting to write regularly has made me think about the best practice for producing quality content consistently, and within a timeframe that fits into my daily workload. Below I’ve included the steps to take before and during the blog writing process, based on what I have learnt so far.

Define Your Audience

Step one is to define who you are talking to. Having an audience in mind can help when it comes to choosing a topic and deciding on your writing style. For us, our audience are small to medium sized businesses looking for a helping hand with their digital marketing as well as individuals interested in learning more about digital marketing. Once you know your audience you can move on to the following steps. 

Choose Your Topic

Next you will need to choose your topic of discussion. The subject of your blog post should be something you are passionate about or knowledgeable in. If you are waffling on about something you couldn’t care less about – it shows! And your readers will drop off and find something a little more enthusiastic to read. If your blog is relatively new then you may want to stay away from rigid ‘How To’s.’ until you gain a little more credibility. Your audience are unlikely to take your word as gospel and lose interest if you haven’t yet proven your industry experience or knowledge. With our audience in  mind, I produce content that includes digital marketing tips and tricks as well as general posts about what we are up to and thinking about in work lately.

Plan Your Layout

Once you have your topic in mind you can outline your blog post using logical headings and subheadings. Defining the flow of your post before you start writing will help you keep on track and avoid repetition. Each section should be valuable to the reader and relevant to your overall message/topic. As you can see by this post, I have included a subheading for each step. This helps to break the content up and lead the reader onto the next point.

Decide On Your Writing Style

Now you have a layout to follow,  you are almost ready to go! But before you put pen to paper (or should I say mouse to screen) you will need to decide on a writing style. This may differ depending on your audience however a blog post is generally an informal read so its best to keep it fairly casual. You don’t want to sound too rigid or include any niche or confusing vocabulary that your audience may not understand. You want to sound relatable and you want your audience to enjoy the read.

Write From Start To Finish

Now that you are ready to write you can make your way through your headings and subheading until you end with a fully written blog post. Don’t stop and edit until you’re done! This is something that I struggled with initially, however writing all your content before proofreading and making any tweaks will mean that you don’t lose your flow and save time by avoiding a stop start process.

Proofread & Edit

Once you have your whole blog post written you can now go back and proofread from start to finish and make edits as you go. This is your chance to re-word, add grammar and ensure the content flows nicely. You may also like to break any chunks of text up and include additional sub heading to improve readability. 

Final Read

Once you are happy with your blog post, I recommend a final read through. When doing this, try to get into the mind of the reader and see whether there is anything that needs additional detail or clarification and any unanswered questions throughout.

Add Some Finishing Touches

Once you are happy with the content you can add some images or graphics to break up the text and improve the overall appearance of your blog post. Make sure you use your own photographs or non copyrighted images. One of our favourites is ‘Unsplash’ for free, downloadable quality images. You may also like to edit your images or add  some graphics. We do this using ‘Canva’ a free and easy to use graphic design platform.  

Finally, don’t forget to finish with a ‘call to action’ whether that be asking the reader to share the post or leave a comment or diverting them to a landing page or contact details. 

& You’re Done!

Now you can publish your masterpiece for the world to see.