How To Build A Blog Post

“With your content, you’re not giving away the farm, just starting with a couple of chickens.”

Content:

What do your readers want to know about?

Understand your audience, the known problems and how you can use your knowledge and expertise to address them. Research and source 'further reading content ' so you have a broad base for your topic and easy access to stats and quotes. Use topical and timely cues to help with content ideas. Have you read something and have a different take on it - go for it! It’s very hard to find new ground to cover - it’s your personal perspective that makes the article interesting and unique.

Structure:

Headline – Something succinct and attention worthy – negative headlines are successful but personally I use them sparingly. Numbers and 'how to' work well too.

Intro – What is this blog about and why should I read it? What's the purpose of the post and what problem will it solve?

OR you can utilise the hanging intro - you might start with an anecdote or analogy to lure the reader in before landing your point.

Body – This is where you make your main points. Use lists and bullets if that helps to order and present the information. Bring in research and data. Have a story 'arc' - be it the hero’s journey or problem-solution-outcome.

Conclusion – Wrap up by reiterating your key message, leave the reader thinking and wanting more.

Call to action – Encourage comments, ask readers to subscribe, link to other relevant blogs you have written, relevant program brochures.

Image(s) – Relevant, quality visuals are vital for engagement and social shares. Consider infographics or using typography for quotes / memes for easy sharing.

Size matters – Aim for between 600-900 words. Vary the 'pace' of your content by alternating more in-depth articles with 'listacles' or how to blogs.

What are you waiting for - get blogging!