How can you churn out lip-smacking, good content that’ll have your readers gorging on your posts and coming back for more? I’m going to share exactly how to do it (even if your grammar stinks and you flunked 11th-grade English. Twice.)
No matter what self-doubting drama is rolling through your head right now (I know the feeling), I’ve got you. I’m breaking down the steps so you can start writing blog posts that delight.
To understand how it works, I need to quickly tell you about a trip to a friend’s house last summer. Let’s call her Sandy. She had moved to a new place, and I got lost on the way there. Did I mention this happened to be at the height of a record-breaking heat wave?
With the back of my shirt clinging to me and my throat dry as sandpaper, I finally reached Sandy’s door after going in circles.
Once inside, she offered me lemonade. With. No Sugar. It didn’t have a sugar substitute., it was just lemonade…without sugar.
Here’s why I mention this
You may not realize it, but perhaps you’re Sandy. Your name probably isn’t Sandy but are you serving up your blog content kinda sour, without sugar?
Are your readers ravenously slurping down massive gulps of your blog posts without coming up for (digital) air? Or are they tasting a sip, spitting it out, and clicking away?
Something I’ve noticed since I ran my first blog in 2012 is that us bloggers tend to focus on traffic tactics. I’ve been there. It’s so tempting to live on the traffic merry-go-round.
Tactics do work, of course. The right ones.
But!
Traffic tactics are useless if …
When the traffic gets to your site, they don’t stick around to read, sign up, or buy.
When I got to Sandy’s I was thirsty. Just like your readers. But I still wanted to be delighted. I wanted something to go down smoothly.
See, no matter how hungry your readers are, if you don’t serve something up in a yummy way, they’ll click away.
Your readers are like I was on that hot day, circling around the internet, searching for answers. They arrive at your door (err…website) looking for your words and your offers to be that cool, yummy glass of lemonade. Are you giving that to them?
Here’s what we’ll cover in this guide:
- How to know what your audience wants to read
- Writing powerful headlines and gripping introductions
- A trick for connecting better with your readers
- How to sound less stuffy
- Formatting must-dos
- Choosing a theme
- Grammar tools to use
- Editing like a rockstar
How to write a blog post
Step 1:
Sleep with your ideal reader
Get your mind out of the gutter here. I’m not talking about literally sleeping with your readers, but how well do you know them? I’m talking stalker-level-know-them.
Get into their heads to know what’s keeping them up at night and what problems they have that you solve. When you know this, you can write blog posts that help them. Specific, thorough posts they need and value.
Do not just write things because you want to write them. You can save those pieces for your journal or your personal Facebook.
Your blog serves a purpose (hopefully) and that purpose is directly tied to your ideal readers needs. If you’re still in the beginning stages of blogging and getting a foothold on your blog angle and audience, it’s fine to explore.
But once you know who you’re writing to and you’ve laid a foundation of your angle and how your blog/products/services meet their needs, your blog posts need to align with that.
If you don’t already know these things about your audience, and specifically, your ideal reader, find out. If you have an audience, start asking them (via email/ or surveys or quizzes). If you can’t do those, put on your stalker cap.
Are you in Facebook groups and forums? What questions are they asking? what are they consistently moaning about? Frustrations you provide solutions to.
Care about your readers.
No, really, this isn’t gushy mumbo-jumbo. It’s the most important ingredient in the mix. There are plenty of people who will show you how to create marketing funnels. I’m not one of those people. There’s a more natural way to connect with your readers. When you care about them and show them that, they enter your ecosystem, your community. For some of us this is a more heartfelt way of running a business. It still leads to profits, it’s just a different approach.
So, you care about your clients’ problems and desires. How do you find out more about those problems and desires? Facebook. Yes, remember Facebook. It’s still a thing and Facebook groups are still a great resource for many bloggers and entrepreneurs.
How to mine Facebook for a goldmine of audience information
See that ‘search the group’ box? Make friends with it. Search groups for your broad blog topic and see what questions people have asked regarding the specific problems you solved. And read the comments. Are others struggling with this as well? You can chime in and be helpful. But even sweeter …
Sometimes people will even ask a question so specific that you can use that exact question as a blog post topic or headline.
Another option is to use Quora to find topics your blog readers want to read about
Quora is another great bank of people asking questions, and looking for answers. Check out ‘s video if you need some help with finding blog post ideas on quora.com
Reddit can be a treasure trove
Want some guidance? Here’s a great article on Coschedule about finding blog post topics and inspiration on Reddit.
https://coschedule.com/blog/reddit-blog-post-ideas/
To write content that speaks directly to them and solves some of their biggest problems/inspires them/motivates them, you have to know them. SEO (Search Engine Optimization) research can also help but I encourage you to go further than that.
Keyword research is the backbone of SEO
Keyword research is when you take the time to find out what key words people are using to search for the topics you write about. Once you know these keywords, you can strategically structure them into your blog post so it has a chance of ranking in Google when people search for the topic (there’s a ton more to it than that but that’s the fundamentals of it).
I do keyword research for about 80% of the blog posts I write. (the other 20% are inspirational and don’t fit with SEO). Will you Search Engine Optimized all of your blog posts? Some of them? You have to make that decision for your brand.
I resisted SEO for too many years until I realized how powerful it is at driving traffic to a website without you actively marketing year-round (I explain this in detail in the Marketing Rest System Guide).
Also, keyword research can help you figure out what your readers are searching for.
I often use a Chrome add-on tool Keywords Everywhere. It’s simple to add to Chrome and simple to use. It installs right onto your Chrome toolbar (see screenshot below). There are tutorial videos that walk through the steps and how best to use it.
When you search for something on Google, it tells you the volume of searches for those words and also ‘Related Keywords’ and ‘People Also Searched For’.
I still cannot get over why True Detective Season 2 was so utterly awful compared to Season 1. I digress…
Mining your clients for information
That doesn’t sound nice. But if you’re a coach, your current (and past) clients are a source of so much valuable topic inspiration.
I used to coach fellow nurses. I noticed over time they were asking similar questions and expressing much the same frustrations. When I started a website I already had a bank of ‘problems’, which were topics to write about.
How to write a blog post
Step 2:
Write powerful headlines and gripping introductions
There is no use writing a great post if people don’t even click through to read it. From Copyblogger:
On average, 8 out of 10 people will read the headline, but only 2 out of 10 will read the rest.
Most people don’t click through to most blog posts and articles they come across on the net. You have a fraction of a second to convince them you have something they should read. Headlines are that important.
If you struggle with writing catchy headlines, and a content + copy makeover is not in your budget right now, check out these resources:
*copyblogger headline tool
*use a headline analyzer like Sharethrough:
You enter your headline and it gives it a score, along with strengths and suggestions.
When you come up with a blog title, try variations. Don’t just stick with the first one you come up with. Brainstorm many variations.
Bonus tip: If you’re active on Pinterest and you make several pins from each blog post, you can experiment using different headlines on your pins all leading to one blog post (leaving the blog post permalink alone, of course).
A quick writing tip about your introduction
Spend time on your introduction. I used to do copywriting. There’s a basic copy principle: the purpose of each line is just to get the reader to move on to the next and so on down the page. Each line entices you to read the next.
The introduction has the most important lines of the entire post. If people aren’t interested in the first paragraph – or two – you’ve lost them. Those first few lines need to grab your readers and draw them in. Don’t skip this.
If your introduction isn’t clear or is boring (or both), they’re out of there. Spend time on your introduction. After your headline, it should be your next biggest focus.
How to write a blog post
Step 3:
Inject your personality
Insert your personality into your blog posts. Let readers get a sense of your personality. The amount of personality you bring to your blog posts depends on your audience/industry, your personality, and your level of comfort with this. I’m comfortable layering my writing with my personality. It feels natural to me and it also matches my brand. What feels natural to you?
Don’t force it. And whatever you do, don’t be fake. I’ve seen people find a blogger they think is funny or cool or whatever and try to imitate them…um, that doesn’t work. It feels forced and will be tough to keep up.
People want you, not a stuffy, corporate ‘professional’ (unless that’s your brand).
For example…
*If you’re naturally witty, add that to your blog post writing.
*Do you have a dark sense of humor? Don’t exclude it.
*Do you love nature or Netflix or Hip-Hop or the music from the 70’s?
*Are you an introvert or a homebody or extreme night-owl?
These are just a few examples of little tidbits you can sprinkle throughout your blog posts. When you do this, people can relate to you more and it also gives glimpses of who you are. This is important online because you’re communicating through a cold computer/phone screen. Injecting your personality brings warmth and connection to your writing.
Will there be people who don’t like your personality? Of course. It’s all good. Those aren’t your people. Adios!
Remember that cliche ‘you can’t please everyone so don’t try. For some reason, we start blogging and think we’re Amazon. Amazon can please everyone. You’re not Amazon.
STEP 4:
Be conversational
This step is tied to #4 but it’s just that important I really want you to get this.
Take a moment to think back to how you were taught to write essays, perhaps in High School and University. Do you remember the steps and the rules? Good. Now, forget all of that.
Yep. Academic writing is not the same as blog writing.
Your teachers had no choice but to endure reading your writing. Your readers have a choice. They have 293450-4809**(58304-58 choices (I’ve counted). And they will click away in a hot minute. Yes, the internets are fickle like that.
Don’t write like a robot. people don’t like robot-writing and people do not want to read manuals. Manuals are boring. You’re not. Write similar to how you speak.
Step 5:
Format your blog post: headings, shorter paragraphs, easy-to-read text
Space the text on the page so there’s plenty of white space. During the editing phase, break up your paragraphs.
Then break them up again.
See what I just did there? It’s better to have paragraphs of just a few sentences (or even one) than big blocks of text.
People don’t like reading blocks of text; they’re intimidating. Remember, you’re not writing a manual or academic essay. You want people to be able to scan the text, pick up key bits of information, and dive in as they choose.
Use headings, images, bold text here and there to provide contrast so the eye can scan the information easily and it feels more digestible for the reader.
Step 6:
Make a decision: inspirational or informative
pick one and go deep with it. if you want to inspire, inspired. see an example of a post I wrote here…and here which were highly inspiring. not much info. but high on the inspirational scale. Whereas this post you’re reading is informational and as you see it’s packed. I’ve got screenshots and tools and resources and examples.
if inspirational isn’t your thing, as it isnt for som dont vibe with it, don’t force it. Go hardcore with your informational posts. Think: massive value.
This doesn’t mean informational posts won’t
even if your post is informational, make sure it’s not beyond the level of your ideal reader. reassure them that they can do it. cheesy as it sounds but it matters.
Step 7:
Use a grammar tool (or 2)
If grammar is an issue, here’s what to do:
- use tools like Grammarly which uses AI to auto-suggest corrections and better grammar.
You can add grammarly right to your chrome toolbar so that as you write, it underlines spelling and glaring grammar errors! (Take that Sophmore English class teacher! You didn’t see Grammarly coming, did you?)
It’s also possible to copy and paste text right into Grammarly, for editing suggestions.
- Hemingway editor
- prowriting aid
- Brush up. I do this. Constantly. Here are a few resources I love (and use often):
Psst… here’s a secret:
When you write with your voice and inject some personality, your ideal reader starts feeling connected to you, grammar mistakes are less relevant. They’ll overlook the mistakes.
My thoughts when reading one of my favorite bloggers and I spot a typo:
oh, look. she made a mistake. well, I know she’s pretty busy. so glad she still had time to write this blog post. It’s so useful for me, even though her schedule is so packed. she’s so awesome. and she’s so real. I can so relate to her and sometimes I feel like I know her. Done is better than perfect. That’s why I love her stuff so much. She’s a doer. on and on #fangirl
Yes, there’ll be grammar police. The people who’ll click away because you have a typo or used a comma splice (or maybe they’ll write to you to tell you). But, guess what? If they’re mean about it or make that decision based on a typo or two?
Those aren’t your people, anyway. Unless you’re selling to academics or in technical writing or something similar, the people who are highly critical and just looking to pick at things are.not.your.buyers.
They will not become raving fans. Parting ways with them early is good. For them and for you. Adios!
This doesn’t mean you shouldn’t try to be on point with your grammar. Of course. Use the tools above, use spell check, have posts and digital downloads proofread if you can afford or if you have a business bestie who can do it for you.
But!
Do not sit and pick at your posts for weeks and worry and overthink this. Overthinking wastes time and energy. You have a lot to do. Focus on what matters most:
→ Solving your ideal readers’ problems
→ Getting your content and body of work out there (you can’t share your content if you don’t first create it)..
Here’s a rule I live by:
Done is better than perfect
How to write a blog post
Step 8:
Bring your post to life during the editing phase
Your post does not come to life while writing. Do not try to write and edit at the same time. Perfectionist tendencies and self-criticising will have you deleting, revising, revising, and going in circles. You have too much to do. I’m not psychic, but I know this. Write. Then edit.
My bonus editing tip
Like chocolate chip cookies, your post needs to sit before you bake. I never hit publish immediately. Most times, I write then edit. Let it sit. Come back to the post (usually a few days later, depending on my schedule for the week) and then do the final edits.
When I come back to the post, I have a different eye. There are things I see that I didn’t catch the first time, word choice tweaks that make the whole post pop better, and ….
editing is where the you add the icing and sprinkles to your precious cupcake blog post. It cannot be skipped (a cupcake without sprinkles and icing is not a cupcake after all).
Let’s sprinkle a little cinnamon sugar on top
I’m going to ask you to do something that will massively benefit your blog (and readers). It centers around one word:
Get bold
Okay, that’s two words, but the focus is on bold.
Writing posts that delight your readers takes boldness. you’re going to have to dig deep to be you and provide high value. providing high value alone, makes some of us run for the hills (who am I? I’m not expert enough? I’m not a good enough writer to write an epic post…blah blah)
What to do now?
First: Don’t be Sandy. Or if your name happens to be Sandy, then be Sandy but don’t be like Sandy I mentioned above. Be a different Sandy, be you Sandy….oh this is getting awkward.
The point is…
Churning out mediocre blog posts may boost your ego, but not your engagement , sign ups, or bank account. Writing delicious ones that have your ideal reader stuffing their face, telling their friends, and coming back for more does take time.
You don’t have to incorporate every one of these tips in your next post. You can try to gradually layer them all in. Use the Blog Sugar Checklist to guide you each time you sit to write.
Writing is a craft. Whether blog writing or any other writing.
The more you write with these tips and techniques, the more you’ll get comfortable churning out delicious posts.
I have no doubt you can do this.
If you’re ready to start writing blog posts your readers devour, go ahead and grab your Blog Sugar Checklist. Enter your name and email address. It goes down as smooth as your favorite lemonade. Promise.
Keep writing!
xo
