As a copywriter, one of the biggest lessons I learnt as I honed my skills was the importance of planning and research. Having a big idea is fantastic, but unless it is executed effectively, that’s all it is – an idea. The notion of sitting down and effortlessly tapping out a mind-blowing blog post is wonderful, but generally doesn’t fit into reality. Taking just 15 minutes before you write your blog post will save you time at your keyboard, ensure a much more effective result, and make the process A LOT less stressful!
Who are you writing for?
Firstly, it is imperative to know your audience when you are writing a blog post. Knowing your audience not only guides your tone and language but the information you include too. If your audience is professional peers, then you can include more detail about the topic and not risk losing them. However, for the general public, keep it broad, then add a way for them to seek more information if they wish to voluntarily.
The best way to get to know your audience is by creating an avatar, or lookalike. Get your creative brain in gear and map out exactly who your ideal client is – right down to the car they drive and what they do for fun. Look at the demographics of your social media followers and past clients to help you here. Then, whenever you are writing, have this person top-of-mind to keep you on track.
What are your blog post keywords?
The next key component of your planning and research efforts are keywords. Having top-notch keywords in your content is critical if you are writing for your business online, but they are also beneficial for keeping your prose on topic. Head to tools such as Google Keyword Planner (through Google Ads), Ubersuggest or AnswerThePublic for ideas, then narrow it down to 3-4 high-ranking, relevant options for each blog post you intend to write.
How do you structure a blog post?
The final piece of your blog post planning puzzle is to jot down some ideas under the headings in AIDA; attention, interest, desire, action. The first one, attention, relates to how you capture your reader’s eye the moment they land on your article or webpage. This includes the headline, image, introductory video or an interesting layout.
Secondly, pique your audience’s interest through a well-constructed introduction. Seduce them with their pain point and lure them into reading on. Desire is next, where you highlight the benefits (not just features) of your product or service. This relates equally to non-sales content; highlight the benefits of your recommendations or expert opinion. Lastly, the call to action. No matter what you are writing about, always include a way for your reader to contact you, sign up or read more.
Your planning and preparation for your blog post is done, and you are now ready to let the words flow! Get creating your client-grabbing content that stays on track and reaps optimal rewards – don’t be shy; NOW is the time to tap away on that keyboard.
If you would like some additional assistance with your blog writing, I’d love to help. I offer a full writing service (done for you!) as well as editing and proofreading. Email me at firstname.lastname@example.org and we can chat about your blogging needs.