How to Write Content for a Blog

How to Write Content for a Blog

Blogs are synonymous with online content.
They stand out as some of the most popular and widely used formats for content today.
But, here’s a million dollar question: how do you write them?
If you’ve ever wondered how to write content for a blog, you’re not alone.
While it’s true that writing blog content can be challenging, it doesn’t need to be, and my simple guide is here to help you learn the steps. Read on for tips on how to write content for a blog, another short how-to post in my #howtowrite series!
Need some pointers on creating good blog posts? Here's a nutshell guide on our own Write Blog, covering #howtowrite a blog. 📝 Click To Tweet
how to write content for a blog

Why Blogs Matter

In addition to communicating valuable information to readers, blogs also serve important SEO purposes. When they’re well-written, they relate to Google and other search engines that a website is authoritative and relevant and that the writer well-versed on a given topic or in a given industry.
Additionally, blogs are a critical platform for any company that wants to build a well-rounded content strategy and are essential to companies striving to bond with their clients and showcase their brand voice.
Without a blog, it’s difficult to build up a consistent brand voice, and companies are finding that blog content consistently stands out as one of the most relevant and trustworthy sources of online content out there. To be exact, they’re the fifth most trusted source of online content among readers.
What’s more, blogging has the potential to have a massive impact on a company’s leads and engagement rates. The more blogs you publish, especially if they are SEO optimized with the right keywords, the more people will find their way to your site and its content. And if you’re writing your blogs well, they’ll want to stay, share, and download.

How to Write Content for a Blog: 6 Simple Tips to Start Using Now

If you want to learn how to write content for a blog, you’re in luck. These simple tips will help you get started.

1. First Things First: Know Your Audience

Knowing your audience is essential to writing good blogs. If you’ve never built a target persona before, now is the time to do it. In addition to giving you an idea of who you’re speaking to and what they care about, a target persona will also serve the critical purpose of helping you get inside your readers’ heads and solve their most pressing problems for them.
When you understand your blog’s audience, everything else can flow naturally. It’s critical to remember who your audience is throughout the writing process, and keep them in mind as you work to craft content your readers can depend on.

2. Spend The Time to Craft Great Topics

Topics are the lifeblood of your blog, so it pays to come up with great ones. If you’re having a difficult time harvesting blog topics, turn to trusty sources like your website FAQ and Quora. These are often untapped gold mines of great ideas and outstanding information, so it pays to pay attention to them.
As you craft the topics for your blog, pay attention to which perform well and which don’t. This will give you a good idea of what you should be crafting going forward.

3. Make Your Hook Captivating

The hook, or the opening part of your article, is one of the most important components of all of your content. With this in mind, spend some time making sure the beginnings of your article are as good as possible.
They should be constructed to grab your reader’s attention and keep it. This means including relevant facts, stats, and information. It also means addressing the reader directly and ensuring that you know your audience well enough to know what will appeal to them.

4. Organize Your Blogs to Make Them More Readable

While many people bypass this detail, organizing and optimizing your blogs is essential.
To make your blog content as readable as possible, organize them into small, digestible chunks and ensure that you’re never presenting your readers with dense blocks of information. In addition to making your content more user-friendly, breaking it into approachable pieces will help to make it better for SEO.
For an example of a blog with good formatting, check out this piece on the Write Blog about blog optimization:
example of formatted blog
It’s super long-form, so we even added a visual Table of Contents to tell the reader what’s coming and keep them on the page.
table-of-contents blog optimization guide
Here’s another piece that exhibits great formatting, on Search Engine Journal:
formatting sej example

5. Write Evergreen Content

Evergreen content will become the cornerstone of your blogging strategy, but only if you let it. Evergreen content is the type of content that users can visit at any time and count on it to be relevant. It’s also the kind of content that will earn you blog views long after the publish date of the content itself. With this in mind, publish evergreen content whenever possible on your blog. It will boost your content strategy, and your readers will thank you.

6. Keep Writing

Writing a blog can be tough, but it’s critical to keep going – even (and especially) when it gets hard. If blogging were easy, everyone would do it. Because it’s not, though, it’s up to you to find ways to make the blogging strategy work for you as much as possible.
When you run up on writer’s or topic blocks, talk to people in your community and look at blogs you admire. This simple strategy will help you stay on the bleeding edge of the industry, even when you face the challenges that all bloggers do.

Great Blog Content Starts Here

While it’s true that great blog content is hard to come by, it’s also true that you can learn to create it with a few simple steps. This guide gives you the framework you need to learn how to write content for a blog, and begin crafting your own outstanding blog content. Time to make your dream of becoming a successful blogger a reality!
CTA ultimate guide

3 Easy Ways to Keep Up Your Blogging This Summer

3 Easy Ways to Keep Up Your Blogging This Summer

Can’t wait to escape to the beach and enjoy your margarita this summer?
Hold on there, if you’re a business owner or marketer…
The sad news is your business and marketing won’t run itself, if you’re gone and no one else is left to run it.
That’s especially true of your online presence, like blogging and social media.
It might seem ridiculously tempting to just let the blog sit still for a month and take off, but here are some killer statistics that prove why you shouldn’t let your blog stagnate (even for a week).
summer blogging

Why Consistent Blogging Wins

Why would you put all of that on hold for a month? Don’t let your online exposure and presence drop because of time off.
The good news is that you don’t have to fold up that beach towel just yet.

3 Ways to Keep Your Blogging Healthy Despite the Summer Holiday

Keep reading for my top three methods to have a consistent content flow to boost your online presence despite the summer vacation season.

1. Stock topics and keyword research in advance.

This one’s very simple. I’ll break topic skeletons and keyword research topic searches into two points.

#1: Topic skeleton fodder

For the topic skeletons, all you need is Word and a couple hours of time.
Come up with great blog topics by asking yourself a few questions and digging down with solid answers. It doesn’t even have to be perfect, what you write down: a professional blog writer can finalize your content to perfection and come up with headlines that will earn more clicks than your rough sketches.
Here are a few questions to ask yourself. Outline your answers in a doc, which can be a rough sketch you send to your writer.

  • Your story: Your founding story alone can make multiple great blog topics. Think of the value points of your company and why you believe in what you do. For example: “My T-shirt printing company stands out because of the ink we produce and the quality assurance we give our clients.”
  • What are your client’s biggest pain points? Each pain point can make a new blog topic possibility. Example, “My T-shirt printing clients come to me with the problem that a lot of shirts are made cheaply. The print might come off in the wash or with use too quickly.” Aha! 7 Ways to Preserve Your T-Shirt Print-Ons, or How to Wash Your T-Shirt And Avoid Fading (Every Time). There you go – winning blog topics out of a few customer pain points.

The second side of this point can garner a double list of blog topics.

#2: Keyword Research

For keyword research opportunities to help you come up with great SEO topics, I love SEMrush and KWFinder. It’s simple to research for your best keyword opportunities when using these tools.
Check out my nutshell guide to keyword research for an in-depth guide.
If keyword discovery requires too much time to figure out, check to see if the writing solution you’re using can do the keyword research for you. (We offer keyword strategy ourselves here.)

2. Invest in a blog writing service.

There’s no way around this one. If you want your blog to literally run itself, you’ll need to invest in a good blog writer (or two).
Here are key things to ask for when you’re reaching out to your potential blog ghostwriter so you can find a perfect fit:

  • Writing samples: This is key. Those with experience will have a large portfolio available and diverse samples.
  • Online & search optimization writing skills: Although the creative skills of a genius writer are at the core of successful online writing, and that should be your primary concern, you should check secondarily for a skill set in SEO content optimization skills. Make sure your writer knows how to write a unique meta description for every blog, meta title, and how to use your topical keywords naturally throughout the post.

3. Don’t just hire a writer; get a specialist who fits your industry.

Have you heard of the Google E-A-T and Y-M-Y-L standards? Basically, Google looks for expertise, authoritativeness, and trust in every post going out on the web. For the intense industries, like finance or law, Google looks for even higher standards (Your Money or Your Life).
You need an expert copywriter if your content falls in a high level category to get the most results out of your Google presence. To make sure your blogger can match these standards, ask for relevant samples in your industry and their real-life expertise in your niche (example, 10 years as a paralegal).


Don’t let summer get your ‪content strategy down. With a serious, active blog strategy, your leads, online presence and revenue will stay on the rise.
10 off blogging
It’s easy to enjoy time off when you have experts keeping your blog up. Invest in your online content today & save with code summer5. Visit the Content Shop.

From Start to Finish: A Guide On Creating & Maintaining a Solid Blog

From Start to Finish: A Guide On Creating & Maintaining a Solid Blog

Blogging is crucial for brands and businesses. One simple reason: marketers that blog get 67% more leads than those who don’t.
If you haven’t launched your blog yet, or you have one but you’re not yet serious about it, it’s time you make that commitment. And I’m here to help you.
If you’re ready to write for and launch your blog, just how do you launch a successful blog?
Many people experience a fear of the blank page, or let’s say blank blog, and try to think up ways to conquer the world, or make a dent when they hurry up to meet a blogging schedule or launch their new blog. Then the worst of the worst happens, in the blogger world (or blogosphere). With no definite direction, newbies risk the all-too common problem of floating by: becoming the next sub-par blogger with no audience presence and no ranking potential on Google. Don’t be that blogger; read our guide to start off strong and maintain a blog that you’re proud to show off to your friends, family, and most importantly, potential customers.
blog is our business card illustration

Your Brief But Ultimate Guide On Creating & Maintaining a Solid Blog

After years of writing and publishing blogs, and with over 300 keywords in the top 10 pages of Google, I like to think that I know how to write blogs that rank; I’ve also been the most-read guest blogger at Search Engine Journal and Content Marketing Institute. So, here’s a few thoughts from my vault.

I. How to Start a Blog

Without further ado, here are thirteen ways to start and maintain a solid blog: and to make it easier, I’m going to break them up into I. How to Start a Blog & II. How to Maintain a Blog.

1. Find YOUR Niche

Not just a niche but your niche. The one that makes you thrilled to wake up, excited to voice your thoughts on. Yeah – if you know that feeling, and you can identify what makes you feel that, you’re golden.
And narrow down here. Do you like the business niche? Okay, what kind of business? Coaching entreprenuers? OK, what age group? You like young, inspired people? Okay, that’s your blogging niche. Could you be the world’s foremost peanut butter authority or an expert on locksmith tips for an average homeowner?
Hone down, my friend, hone down. Find your niche and your viewpoint on any and everything about your topic.
And here’s a tip for those who have a niche that’s somewhat broad and maybe a bit unoriginal. It’s okay: businesses and people may have been ruminating on the topic for years, but as long as you’re able to follow the next few steps, you’ll find yourself running with the big dogs.

2. Develop a Unique Idea and a Point

Developing a unique idea is difficult and somewhat daunting, but it’s doable. Maybe you want to explore how to write a unique post in an in depth way that few bloggers, if anyone, has explored before.
The post linked to in the last sentence isn’t necessarily a unique blog topic, as many people have explored how to write a unique post before, but it is very unique in its depth and how it gives the step-by-step process the author takes to come up with an idea, writing the blog, and posting it.
Although you can also develop a unique blog post by giving broad strokes, you want it to be at least somewhat focused. A successful blog post won’t be titled “5 tips on X” and ramble for 1,000 words; you’ll get very few hits. What you can do is expand your idea and tie together seemingly disparate concepts in an interesting way.
Unique spins show that you’re well versed in your topic as well as gives your blog some SEO weight.

3. Analyze the Competition and Keywords

Figure out what the crux of your blog is and whittle it down to a key word or phrase (one to two words in most cases). Use SEMrush (see my guide here) to take a look at how often your SEO keyword is searched. If it looks good, make sure to put it in your title, description, and metadata. Also, have some minor keywords sprinkled throughout your post. This will generate a few more hits you wouldn’t have otherwise had.
After you have your unique idea and keywords, analyze what you’re up against. Search common keywords related to your topic and check out what the competition on the first page looks like.
Domain authority is a big one. If you’re up against heavy hitters and massive corporations, you may want to rethink your keywords. Again, keep it natural enough that the average person will search for it, but try to avoid going up against H&R Block if you’re blogging about tax law.
You’ll also want to be mindful of backlinks. This will let you know if you’re going up against blogs or posts with 54 viewers or 54k viewers. Needless to say, one is easier to knock out than the other one.
Finally, take note of the age of the blog. Shoot for blogs that are older and not updated or newer. Those are the low hanging fruit you want to compete against. Older blogs that are updated frequently get an air of authority about them in the search engines.

4. Research and Find Links

There are two types of links that you’ll want to use to create a successful blog: internal and external links.
Internal links are links to your own site. This will generate more hits to your site and show the search engines that people are staying on your page for longer. This correlates directly to domain authority.
External links should be chosen carefully and should be to high-ranking sites. These links, again, add up to domain authority, a higher ranking in the search engines, and more page views. Keep in mind that this should come naturally. Ideally, backlinks in today’s SEO era come through shares: you reach out to someone who has a great site, ask them to share your content, and if they really like it, link to it; or someone likes your content so much they’ll link to it. (That usually comes in time after you’re more of a known blogger.)
A simple way to do this is to leave a thoughtful blog comment on someone’s high-quality blog that’s relevant to your topic, and leave a link to your blog. Something like: Hey, Joe! Thanks so much for this helpful piece on content marketing. I’m going to try to work on scoring my headlines according to your tips in #8 now. Would you like to read the blog I wrote as well on a similar topic, How to Create Headlines for Your Email Campaigns? {link}

5. Outline a Structure

This post would be an unreadable mess if it were a simple stream of consciousness. Rather than write how a person would say all this in a casual conversation, there was a deliberate outline and structure that went into it.
The structure of this blog post is as follows: introduction, a step-by-step process for your first blog post that can be used for subsequent blog posts, and a guide for maintaining a successful blog.
Make sure that your reader can digest each point in its entirety before you go on to the next one. Just because a strangely laid out narrative structure worked for the movies Memento and Pulp Fiction doesn’t mean that it will work for your blog.

6. Write

By this simple “write” I mean that you should put your outlined ideas down how they come out naturally. Just let them flow and don’t worry about the details.
When you’re writing, be mindful of the word count. Short form blogs are all well and good if you can pump them out by the bushel full but longer posts can gain hits too. For instance, this post is roughly 2,000 words long. That was decided before pen hit the page (or fingers hit the keyboard in this case).

7. Get Visual

Once you have your basic structure pinned down, get some images. They break up your blog into easily digestible pieces, illustrate the point further, and look fantastic.

Get our guide: 20 incredible FREE stock photo resources

Think of a longer Wikipedia post like “Philosophy.” It doesn’t necessarily need pictures; it’s an abstract concept. That being said, it has pictures of famous philosophers because it breaks up the post and looks nice to the reader. A successful blog post will have a smattering of images throughout.

8. Proofread

After you write and find images, take a day away from the post. Come back to it with fresh eyes and really get into the nitty gritty of your post. Reword awkward sentences. Check for flow. Deliberate every comma. Ensure the post reads well and is flawless in spelling and grammar.
As you become a bit more successful with your blog, you’ll find that it’s nice to have a new set of eyes take a look at what you’re writing. This is beneficial in a few ways.
The benefits of someone not being emotionally invested in the content can’t be understated. They’ll take an objective eye to the project and won’t hesitate to cut out the fat and correct your mistakes.
Another massively important benefit to an outsourced writer is that you, as a writer, will learn things about writing that you never thought about before. This will make you a better writer and your blog more successful.

II. How to Maintain Your Blog

Maybe you wrote your first post and it was a runaway hit. Or maybe you wrote your first post and it got a few hits, but you want to keep writing either for the love of the game or to create a successful, unique blog.
It takes work on your part. Blog posts don’t grow on trees.

9. Pay Attention to & Answer Comments

If your post gained enough traction to have a significant amount of comments, take a look at them. Find out what is being discussed or what common threads go through each user’s input.
They’re telling you what they want to hear. Take those ideas and run with them for subsequent posts, even if they’re not your next ones.
Then, answer those people to encourage them to keep reading and commenting.

10. Write Down Ideas

Keep a notebook of your ideas, whether it’s virtual or physical. Note the word “a” in the preceding sentence. You won’t want your blog ideas written down on a dozen restaurant napkins, in three notebooks you used for college, and inside of a book you were reading last year. You want them accessible at any time and easy to find. I use a Google Doc.
Ideas don’t need to be limited to blog titles or subjects. Anything that catches your fancy might be used in a future blog. As they say, it’s the little things that matter.
Every week or two you should take an inventory of the ideas. Pick out the good ones and ignore the bad ones. Keep the “bad” ones around; they may be helpful in the future.

11. Motivate Yourself

Motivation is a tricky one. Everyone has different motivations in life and different motivation techniques work for different people.
One piece of advice that will motivate you from the start is to pick a niche that interests you and you’re passionate about. If you’re not at all interested in Ancient Rome, don’t blog about it just because it’s a topic you can choose from. If you love what you’re writing about then it’s easier to motivate yourself to write.
One way you’ll find yourself lethargic, scared, and unmotivated is to set your bar too high. If you’re thinking that you’ll make a living off of three or four blog posts, you might set the bar low for yourself in terms of writing content. Make the expectations realistic so you aren’t quickly burnt out.
Another way to stay motivated is to get inspiration from others! I hold weekly Skype sessions where my team and I “brain-dump” on new topics. It’s fantastic for new ideas!

12. Find, and Maintain, a Schedule

The holy grail of writing a successful blog is figuring out how often to write your pieces. This was briefly touched on before but it bears going into more detail.
Your schedule should be directly affected by how much you plan to write per piece.
If you’re writing brief, pithy posts about current events, you may want to write a few pieces per day. This is dangerous territory, especially for those who have full time jobs. If you’re only putting out 300-500 word pieces once a week, you likely won’t have people sticking around on your blog for too long, hurting your domain authority. Read my post on why evergreen content (which is long-form, very thorough content) matters so much.
Newer blogs or blogs that have short, but original content can be updated about once every day. This is still somewhat trying, but it can be done if you’re taking a few hours to write every day and laying out blogs a week or two ahead of time.
Some people decide to post certain topics on regular days. For a fashion blog this might mean posting “Wardrobe Wednesdays” or “Monday’s Workday Apparel.” For these types of blogs, a few postings a week will suffice since they are frequent, but regular.
Finally, longer blogs can be written and posted around once a week. Don’t take the risk of posting bi-weekly or monthly since readership might decline and people might lose interest in that long amount of time.
In the end there is something to be said for experimentation in this area. Successful blogs tend to follow a set schedule and a few rules, but there is some flexibility in posting frequency.
I publish to our own blog three times weekly: the third post on Fridays however is created by Rachel, our Social Media Specialist, and is a recap of our Twitter chat #ContentWritingChat. On guest blogs, I publish an average of 10 blogs/weekly. I know – I write a lot!

13. Want to Stay Committed? Get Blogging Backup

I wouldn’t be here without my writing & design team. I seriously feel like I have the world at my fingertips with the resources I have here at the writing agency I’ve built.
And while I realize not everyone has the luxury of owning an Express Writers, I also know it’s easy to find some accountability partners, or simpler yet, a writing solution backup. Whether that’s just ordering a blog from time to time.
Remember, blog posting doesn’t just mean you need to be writing and posting 365 day a year. Quality over quantity. But, don’t disappoint your audience. Blogging does mean a serious commitment of both time, effort and actual published pieces; if you’re not blogging at least twice a week, I don’t think you have the opportunity to really build a sure audience, especially as you’re new. If you’re not blogging at least once a week – you, my friend, are not a serious blogger.
But as you get further into the world of blogging, get regular readership, and find a few blogging buddies, you’ll find it easy to ask for a guest blog or two. Guest blogs are great for a few reasons – just remember to get a high-quality guest on your blog, or it’s all worth crap (really). First, the owner of the blog gets some much-needed rest while still providing content. Second, the owner of the blog gets a bit more recognition since the guest will link to the post on your blog. Third, the guest gets some exposure to your readership and a few more hits because of it. Finally, the reader is exposed to a blogger they may not have heard of before and may come to love.


Reality: my thirteen steps listed above are not easy and blogging isn’t a quick way to drive business or earn a living. It takes tons of work, dedication, and creativity to gain traction. I have over 600 blogs on my site in the last 4 years to earn my 300+ keywords in the top 10 positions in Google. (Say whaaa?)
However, I can tell you right here, right now that blogging can be a massively rewarding undertaking in and of itself, for your brand, business, credibility boost, and lead generation.
Also, blogging gets creative juices flowing, allows you to integrate with social media, causes you to see the world in a new way, and provides an insight into what drives people. Not only are these things useful for businesses, they’re beneficial for the individual who wants to get out there and start a successful blog.
Need a blog, several blogs, or a monthly package? Check out our services!

10 Reasons You Should Start Blogging for Your Business Today

10 Reasons You Should Start Blogging for Your Business Today

Nowadays, it seems like everyone has a blog.
But have you ever stopped to consider why?
For one, many people misunderstand the purpose of blogs. Blogs go far beyond the mundane – they’re used for everything from showcasing personal writing to offering actionable tips that can help people solve problems and make their lives better, raise brand awareness, and in many cases (like ours) drive a huge percentage of online leads to their business.
blogging for business

10 Key Reasons to Start Blogging For Business (Now)

To me, blogging is like the surety of an umbrella on a rainy day. As long as we consistently blog (along with a formula of high quality content + promotion of what we create), we keep our SEO rankings up and thriving, and our visitor numbers flourishing. No matter how “rainy” the day gets, these leads will come in. If you’ve ever considered starting a blog for your business, here are the top 10 reasons you should do it right now.

Learn how to be a better blogger today with our free email course, 10 Days to a Better Blog.

1) Blogging will drive traffic to your site

Blogging is HUGE, HUGE for driving traffic to your site.
Not convinced by me just saying it? Okay, okay… go read two of these posts:

Seriously, though, how do people typically find your website? If they come to it via paid aids, it’s likely that you’re spending a lot of money that you don’t have to. If this sounds like your situation, it’s probably wise for you to start dividing your time differently.
Instead of spending tons of money on paid ads, you can start blogging, beefing up your social media presence, and optimizing everything you do for SEO.
Here’s why it works: if you don’t blog, your website is a little stagnant. It’s likely that you don’t have a ton of pages and, of the pages you do have, very few of them are updated that often. In a setup like this, you don’t have many pages indexed in Google, which means that you’re only marginally visible to people who may be searching for a company like yours. This, in turn, means that one of the only real ways to grab traffic for your site is to pay for it. When you blog, though, all of this changes.
Every time you write a new blog, you provide a new page to be indexed in Google. By creating content that your readers and customers love, you ensure that people can find your page. Plus, when you share your blogged content on social media, you create an entirely new outlet for traffic and social shares. (And content is HUGE for Google. Their recent 160-page doc, which we analyzed, discusses how their standards rely on the quality and expertise of the written content.)

2) Blogging can help you make conversions

Once you’ve begun to drive traffic to your site via content, you’ll need to find a way to convert that traffic, right? Enter the power of the blog. Because every page you write is a new page that Google gets to index, every page you write is also an opportunity to create new leads and help those leads convert into subscribers, sales, or shares.
Blogs work best for conversions when you focus on including a high-quality CTA at the end of every blog post. By doing this, you tell your viewers exactly what you want them to do and help ensure that nothing is lost in translation. It’s really that simple.

3) Blogging helps establish you as an authority

What’s one of the most important aspects both of ranking well and drawing in new readers, done with blogging for business? If you answered “authority” you’re right on. Page authority is incredibly important and it’s not something you can buy. The only way to create authority on the web is to create content that is genuinely useful, helpful, and interesting to readers.
Nowadays, the majority of people (about 81%) conduct nearly all of their product research before ever speaking to a company or its customer service representatives. One of the primary places that people turn to conduct this research is the web. When you build and maintain a business blog where you publish valuable, educational, helpful content, you can be the person who provides the answers to questions your would-be customers ask during the research process. By doing this, you establish your company as a leader in the industry, as well as helping ensure that when the customer is ready to purchase, they’ll come back to your site.

4) Blogging for business is a long-term plan

There are many marketing tactics that produce short-term results. While those things can be effective to drive huge bursts of traffic, they’re seldom cut out to be a long-term solution. Blogging, on the other hand, is designed for the long-term.
When you sit down to create a blog, you create a valuable piece of content that long outlives your efforts and your investment in it. By generating shares, drawing views, and producing conversions, each blog you write has the potential to draw traffic long beyond the day it is published. In fact, HubSpot reports that upwards of 70% of its monthly traffic and 90% of its overall leads come from blogs that were published in previous months, some even as long as a year ago.

5) Blogging is low-cost, high-return

Have we mentioned that blogging only costs what you want to invest for writing and imagery? The ROI is way, way worth the small investments. Blogging is both one of the cheapest and one of the most effective ways to drive traffic, views, and attention to your business website and, while it has the potential to produce a huge return investment, it doesn’t cost anything to get started.

6) You don’t have to be a tech expert

Blogging isn’t a pastime reserved only for the uber-techy. Instead, it’s a simple, accessible move that virtually everyone can make. Platforms like HubSpot and WordPress are designed to be hugely people-friendly and not require outstanding design skills. While it’s all well and good to know HTML and CSS, you certainly don’t need to have these things mastered when you start your blog.
Just remember to get a good writer who knows what he or she is talking about in your industry, and you’re set.

7) Your blog provides you with a source of content gold

Content creation is tough, isn’t it? When you have a blog, though, you supply yourself with fodder for all of your other social media platforms, including Facebook, LinkedIn, Twitter, and all of your marketing copy like emails, newsletters and eBooks.
A blog provides an important source of original content and helps you stay on schedule in terms of content creation and distribution. This is especially true when you hire a team of writers to handle your content creation for you.

8) Blogging keeps you on your toes

If you’re not creating content, there’s an argument to be made that you’re not keeping up with the times. Because blogging requires content, it makes you perk up and pay attention to what’s going on in your industry, including where new developments are coming from, who’s winning at the game, and what’s helping other marketers succeed.
Keeping an ear to the ground in these topics will help ensure that you’re on the cutting edge of your industry and will help you provide your users with awesome content that they find illuminating and helpful.

9) Blogging is a great place to tell your brand’s story

Nowadays, consumers want brands they can relate to and support fully. There’s no better way to produce this for your company than to tell your brand’s story. But how do you tell your brand’s story? There are many ways, of course, but ta blog is one of the best.
When you have a blog, you can dedicate time to developing a unique POV that helps you further your brand’s mission, stand out from the crowd, and provide important insight for your users. This, in turn, promotes bonding with your customers and keeps your brand fresh in their minds.

10) Blogs provide insight into your customers

Once you start posting blog content and people begin to interact with it, you’ve gained yourself a valuable look into your customers’ behaviors, preferences, and sharing habits. By analyzing your blog analytics, you can learn more about what your readers read, click, and share, which allows you to plan your marketing efforts better and to better cater to your unique users. All of these things are important to attaining business success and, when done well, can help you ace your marketing and produce better conversions and more sales.


When it comes to blogging for business, if you’re not doing it, you should be. Creating a blog for your business is one of the easiest and most cost-effective ways to boost your SEO, gain more leads, make more sales, drive more traffic, and stay on the cutting edge of your industry. Plus, blogging is a fantastic way to gain inspiration and have fun in your industry.

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By seeking to create great content on a daily basis, you put yourself in the ideal position to learn, expand your horizons, and make new connections, which is great for your company and for you as an individual!
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A Guide To Compounding Blog Posts: Increase Your Blog Traffic Month after Month

A Guide To Compounding Blog Posts: Increase Your Blog Traffic Month after Month

What if you could write a post that people loved so much, they kept sharing it month after month?
You could take a vacation; give your blogging fingers a break for a while. Heck, you might even be able to go outside for a minute.
Can you imagine how much traffic a blog like that would create? Unfortunately, some things are just too good to be true, right? Wrong.
It’s entirely possible to produce blog posts like this. There’s even a name for them: compounding blog posts. Designed to produce perennial traffic, compounding blog posts are capable of generating the same amount of interaction and attention as six so-called “decaying” posts.
Fortunately, creating these posts isn’t even as difficult as it seems.
Read on to learn more.

Increase Your Blog Traffic

The Difference Between Compounding Posts and Decaying Posts

Compounding posts are like fine wine and decaying posts are like a three-day old cheeseburger: one is a lot more appealing than the other. Additionally, one gets better with time and the other doesn’t. Compounding blog posts command more attention as they age. They produce more visits and generally include authoritative words that reflect common search terms. If you needed more convincing, compounding posts are responsible for producing a whopping 38% of overall blog traffic.
Decaying posts, on the other hand, glean less traffic as they age. They are far more common, however, and make up roughly 9 out of every 10 blog posts. Unlike their more glamorous cousin, decaying posts don’t add value to your site and may even drive readers away based on poor content or sub-par execution. Obviously, the smart content marketer wants to stay away from that three-day old cheeseburger and grab a glass of fine wine instead, right? Right. 

How to Create Compounding Blog Posts: The 4 Pillars of Great Posts

Fortunately, writing compounding blog posts is not as difficult as it may seem. Like most things in content marketing, compounding blog posts follow a somewhat predictable outline and, in order to write a compounding blog post, the smart content marketer simply needs to know what that outline looks like. Generally, a compounding blog post needs 4 things:
1) A Great Topic: When it comes to creating compounding blog posts, you want your topic to be broad. This is because narrowly focused posts lose attention over time and decline in value – except for a small category of niche individuals who may display continued interest. Broad topics, on the other hand, are interesting for a wide variety of audiences and are capable of drawing attention for a long period of time. Although narrowly focused blogs have their place in the blogosphere, they generally aren’t the go-to type of content for compounding posts. In addition to boasting a broad topic, compounding blog posts also need to offer tactical advice.
This means that they should help readers make decisions, solve problems or learn new things. Examples of content like this include product reviews, instructions and how-to articles. These posts should be authoritative and welcoming all at once and should be thoroughly researched and fact-checked, so as to avoid disseminating improper information.
2) A Smart Title: When creating compounding blog posts, a great title is essential. Ideally, this title should reflect common search terms and seek to answer customer questions. People are most likely to click on the search engine result that best match their queries, so think about how people ask questions when it comes time to head to Google. When people are looking for answers, their Google searches generally begin with “how do I….” or “what to do when….”. When they’re looking for information, on the other hand, queries generally resemble “the best X, Y, Z” or “Highest-selling __________________.”
That said, the titles of compounding blog posts generally contain the words “How,” “Why,” “What” and “Best.” Considering common search terms while writing your blog titles is an effective way to incorporate common SEO practices into your content. Keep in mind, also, that marketers have found that compounding blog posts often have 6-13 words in their titles.
3) Great Content Structure: It’s unlikely that clunky, difficult-to-read content is ever going to become a compounding post, so keep that in mind as you devise your content structure. The piece should be easy to scan and laid out in a user-friendly fashion, with headers and subheaders to break up content and separate ideas. Additionally, the post should make ample use of visuals, headlines marked out in bold, bullets, lists and high-quality links. These are all ingredients of great content and serve to make the piece more valuable and useful for your customers.
Additionally, great content should be tailored to your target audience’s preferred word count. Most research suggests that the ideal word count for a blog post is roughly 1,600 words. This takes a reader about 7 minutes to complete and is short enough to maintain attention while also being long enough to cover the topic at hand.
4) Unique Information: In order to stand out and become compounding content, your blog post needs to present information in a decidedly useful and helpful way. This means that your post should help customers learn new things and solve problems. Additionally, it should drive awareness and be formatted in such a way that people want to share it.

Learning from the Best: HubSpot’s Compound Post Analysis

HubSpot is a popular inbound marketing and information platform for content marketers around the world. Although it may seem like successful organizations such as this are immune from worrying about compounding or decaying content that simply isn’t true. When HubSpot began to see the term “compounding blog post” popping up around the web, they did a bit of research into their own content.
Over the next several months, they learned that content above 1,000 words receive the most social attention on their site and that posts with 2,000 words or more generated more social shares. According to the results, HubSpot devised a plan to fill in the gaps in their seemingly impervious content marketing strategy. The results are fascinating and, for the interested content marketer, there’s a lot to learn from their pledges. After the results of their internal studies came in, HubSpot vowed to do the following 4 things to improve their content:
1) Write Longer Posts With Tactical Information
After researching their customer base, HubSpot learned that readers wanted content on the topics of content marketing, design and branding. By focusing on those topics and catering to their audience’s preferred word count, HubSpot stands a good chance of getting more bang for each post’s buck.
2) Write Short Posts With Infographics
Did you know how well infographics perform in content? Posts with infographics are liked and shared 3 times more often than other content. HubSpot knows this and, as a result, they’ve pledged to create occasional short content that offers interesting infographics. These posts are easy to write but draw massive engagement from readers. 
3) Track Promotions
Like many content marketers, HubSpot uses social media platforms (Twitter and LinkedIn, in this case) to promote the brand. In a move that most marketers could stand to mimic, HubSpot has committed to tracking these promotions in order to ascertain which brings in more quality leads. 
4) Keep Reviewing Compounding Posts
To cap it all off, HubSpot has committed to reviewing their compounding posts and updating content that may be irrelevant or outdated. Repurposing content is a great way to get more use out of those hard-won pieces and, when done correctly, can actually boost your blog traffic.

The Case for Compounding Blog Posts

There you have it – compounding blog posts are effective at driving traffic and they aren’t all that difficult to create, either. By simply abiding by the 4 pillars of great content and seeking to learn from the pros when they audit their own compounding post dynamics, content marketers can begin to shy away from decaying posts and begin creating perennial content that will retain value for months to come.
In addition to being a better use of time, energy and resources, compounding posts are also more valuable to clients and consumers. By offering tactical information in easy-to-read packages, compounding posts provide unparalleled quality for your reader, which in turn serves to make your site stand out from the competition.