How to Write a Blog Post to Meet Goals {2022 Edition}


The average customer views 3-4 pieces of content before moving further into the Buyer's Journey (signing up, scheduling, downloading, subscribing) to meet your KPIs.


But before this happens, you must offer significant value to the visitor. And --aside from any physical product/service you offer --your blog is the best place to demonstrate this value.


Unfortunately, many blogs are an afterthought in the overall digital marketing strategy. This can lead to less than desirable results and a waste of your resources. But knowing how to write a blog post that gets results can transform your outcome, helping you maximize your long-term ROI.


Whether you want to generate passive income through affiliate links, AdSense, or goods and services, I can show you everything you need to know about writing a blog post to achieve this.

Here's your step-by-step guide to writing a blog post that will help you get what you want from blogging. Results you can see, feel and take to the bank.


Also read: 9 Simple Steps to Start a Successful Blog for Business


How to Write a Blog Post

18 Benefits of Great Blog Writing

This blog post isn't another of the many personal opinions you'll get online about best practices for blog writing. I've built this method based on large-scale industry research on consistently meeting blogging KPI to ultimately generate revenues for your business. This blog post writing method will help you:

  1. Increase traffic from your target audience

  2. Keep readers on the page

  3. Create content readers look for and want to consume

  4. Encourage clicks to other content

  5. Increase conversion rate

  6. Generate more leads

  7. Generate more highly qualified leads before the lead even contacts the company

  8. Reduce bounce rate (great for SEO)

  9. Increase dwell time (great for SEO)

  10. Increase search engine results

  11. Increase engagement (sharing, commenting)

  12. Increase high-quality do-follow linking (the kind that helps SEO)

  13. Increase customer satisfaction / Get more 5 star reviews

And those are just the beginning. I'll show you how to use your blog to:

  1. Increase customer lifetime value (CLV)

  2. Reduce marketing budget

  3. Reduce sales team close time

  4. Maximize your ad budget ROI

  5. Reduce customer service calls

76% of customers say they'd prefer to help themselves if companies would just make the information available online.

When you blog this way, you give customers exactly what they want. When you funnel that positive sentiment into a streamlined content marketing funnel, you win at content marketing.

Throughout this blog post, we'll explore the data that supports these benefits and the methods behind them.




1. Establish Blogging Goals

Before you start writing, you need a strong idea of what you want blog content to do for you.


A new blog is an excellent tool for achieving business goals. But what writing blog posts won't do for you is instantly drive traffic to your website. It won't immediately increase revenues either. It won't do much of anything if it's not part of an overall content strategy.


Of course, you want your blog to generate revenues. But you need to set measurable, meaningful, and realistic goals for our blog to get more out of it. That way, you know if the blog is flourishing, and you can see where improvements will take your blog to the next level.


Build your blogging goals around metrics that blog posts can achieve, and recognize the value these offer to your overall content marketing strategy.

Google SEO Goals

  • Keyword ranking

  • Greater visibility in search engine results

  • Search engine traffic

  • Bounce rate

  • Time on page

Conversion Goals

  • Free signups

  • Paid signups

  • Newsletter Subscriptions

  • Leads

  • Free trials

  • Downloads.

Social Media Goals

  • Likes

  • Shares

  • Comments

  • Social traffic

Affiliate Marketing and Ad Goals

  • Affiliate link clicks

  • Ad clicks

Shareable Blog Topic



2. Start with a Shareable Topic

The shareable topic is the centerpiece of a successful blog. If you don't know how to write a good blog post on shareable topics, then you'll never get past square one with your blog.

Strong blog topic ideas meets the following criteria:

  • Your readers are looking for it

  • Your target audience will want to read it

  • It helps further your business goals & objectives

  • Readers find it very helpful, entertaining or both

  • It gets and keeps your reader's attention

  • It encourages the reader to take the desired action like signing up for your subscription service, clicking an affiliate link, etc.

So yes, "10 reasons you should hire our company" isn't a good blog topic. In fact, it's terrible. That's not how to write a great blog post.

It's thinking from the business perspective. Content marketing is the ultimate in customer-centric marketing.

81% of readers trust what they read in a blog.

61% of readers say they have purchased something immediately after reading a blog about it.

To create a successful blog, you have to put yourself in the shoes of your readers.

According to research performed by the New York Times, 94% of us share on social media because we think that the content will be helpful to someone else.

So, to be a shareable topic, it needs to be helpful. How do you determine what is useful to your target reader?

How to Come up with Helpful Blog Post Ideas

Start by listing not what you sell, and instead, list the goals and challenges that readers have surrounding what you sell.

Beneath each goal or challenge, create a list of questions readers may have about achieving that goal or overcoming that challenge.

At this point, do some keyword research from your list. Find out which of these questions and keywords are getting decent traffic. How competitive are they? This will help you understand what you'll have to do to compete.

Moz Keyword Explorer is a tool I trust when doing keyword research. SEMrush also has some great tools.

Later, when we get into how to write a great blog post, we'll build the content around those keywords.

To develop shareable topics, have your ear to the heartbeat of your industry. When I'm looking for topics ideas, regardless of industry, I check several places:

  • Quora

  • Reddit

  • Talk with the Sales/Customer Care Team

  • Popular Blogs

  • Facebook/Twitter/etc.

  • SaaS tools like BuzzSumo

  • Analytics (what's been working for you?)

  • Keyword research tools

  • Search engine results for search terms

  • Niche bloggers websites

You can create a great blog post that readers, search, and social love when you listen to your readers.

Fun Read: Your Secret to Having Endless Topics to Write About



Maze



3. Use a Recognizable Blog Post Format

We like to think that being different is always the best strategy. Market differentiation, right? But sometimes, being predictable is more important. Formulaic even.


This isn't to say that you throw creativity out the window when learning how to write a post that gets results.

But reason and data will always help you create a better post.

A person spends less than 2 seconds deciding whether to click a headline.

They're basically on auto-pilot. The more recognizable the topic is, the easier it is to process on the spot. And they're more likely to click.

What Do Recognizable Formats Look Like?

They're formats bloggers frequently use in your niche. Before you outline your blog posts, consider fitting your topic into one of these formats.

Some formats readers engage with again and again include:

  • FAQ - (What is, How long does X take, When is the best time to, etc.)

  • HOW TO (that's what this blog post is)

  • Pros & Cons (avoid comparing your product to a competitor's. It will always seem biased. Instead, be objective and use the art of subtle persuasion)

  • Mistakes to Avoid

  • Product reviews (again, keep it objective)

  • X benefits of for readers

  • X reasons why this will work for readers

  • Case study ( This hospital saved $1.2 million a year by switching to a lean supply chain system)

  • X Tips to Do X

  • DIY

DIY - Your Unlikely Secret Weapon

Okay, let's get honest here for a second. I'm a professional blog writer who's written over 10,000 blog posts for clients. It's what I do for a living.

Why would I be telling you how to write a good blog post? Won't I lose business?

Actually, no. Not in the long run. Why? Because I earned your traffic through this helpful blog post. That helps my site with search engines and readers. When I take the time to figure out what readers need that I do and show them how to do that, we both win.

DIY is a very practical, shareable blog theme for any business. It's also often avoided because a company doesn't want readers to walk away from a good blog post and DIY.

But here's the secret, it's easy to tell someone how to do something in a blog post. It's 10X harder for someone to do it. So you'll undoubtedly have some people who take the blog post ideas and run with them. More power to them. I'm thrilled that I could assist them. My goal is always to write this kind of helpful post.


But the vast majority will read it, try some of it and realize that they'll probably want to hire a professional to either save time or get better results.


You've demonstrated your know-how because you can explain it in a way they can understand in your blog posts. But that doesn't mean they can do what you do.


And now, you've earned their trust, so you're top of mind when they do decide they can't do it themselves after reading some blog posts.

Topic Research



4. Research Your Topic

I like to start with at least 3 good resources. I'll pull more as I go.

Type your keyword phrase for this blog post into Google search. Check out page 1.

If someone has already written this topic, go ahead and write that good blog post idea. Just because someone has already created those blog posts doesn't mean you don't use the topic.


Think of the blog post that already exists as proof of concept. Page 1 blog posts on the same topic show you readers want good blog posts on this topic and what those posts may look like.


Now, you need to compose a more in-depth and likely longer piece to compete with it. If you want to reach a page one spot, you have to be better than the good blog posts on page one.


You have to be great. What's here will show you how to do that.


Pro Tip: SaaS Tools like ClearScope and UseTopic.com may be worth your while. They're not cheap but will save you a lot of time by pulling data from the blog posts that rank that you can use to position your new blog post among them better.

Competitive Research



5. Do a Competitive Analysis

You don't want to regurgitate what someone else created. Your readers will recognize that for what it is. Your target audience will not appreciate it.

Instead, the examples you pull up in search will be your guide for writing a competitive piece on content quickly. If writing a great piece of content takes too long, it takes a long time to recoup that time invested in that blog post.

You may find helpful information about the competitive landscape and your target audience when you do this research.

What's the Right Length to Rank?

The perfect length is as short as possible to still cover the topic thoroughly. Your competitive analysis will help you figure out this length.

You may find that people cover the topic with 1500-3000 words pieces, and you were planning a short 1000 words.

The average online blog post is now over 1500 words. But in some industries, like mine, a 5000+ is par for the course. Readers expect it, and I consider that when writing blog posts.

Length isn't the end all be all. But it is much easier to rank a blog post that's longer and more in-depth than the competition's if search engine ranking through SEO is among your goals for the content.

If this is what you find, just know it will be pretty hard to rank this piece on page one in search engine search results if you stick to that word count.

You can either decide to up your word count to cover it more in-depth. Upping the word is often the best option.

Long in-depth blog posts generate 9X the leads.

Or you may choose to use this as a social media traffic generating piece, knowing that it won't likely become an excellent SEO piece.

Shift Your Focus to Win

Social media is a vital part of your content marketing or inbound marketing strategy. So it's certainly okay to create blog posts specifically for social that you know will not do much for SEO.

It's just important to call a spade a spade so you can get the most out of this post. Put it to work as a short, shareable piece and craft it around that objective.

Here's the exciting news, though. As you continue to build up your domain authority, this new blog post will also become more visible in searches. Your first blog may be on page one. But as your authority rises, Google gives your shorter pieces more of a shot with readers. If you perform well, then your ranking goes up.


If you're building your strategy around sustainability in this way, you win either path you choose to take here.

Failing to adapt to the competitive landscape means you can't compete in the real world. The more pieces like this you invest in, the more poorly you'll perform. And you'll have less money to spend on content writing that works.

Unfortunately, since content marketing is a long-term sustainable set of strategies, you could spend big thinking you're investing. But it's just an expense if you're not getting results.

That's why you've got to take a look at what you're up against and adapt accordingly to do it better.

6. Outline Your H2 Headings

Time to sit down to write. These last steps you'll find so much easier and quicker because of the 1st 5 steps we've just taken. Now, we need to focus on nuances like getting the reader's attention and keeping the audience on the page.

Write out some basic H2 headings. These are your most prominent headings on the page after your title, which should be H1, in most cases.

Don't dive down into H3's unless you want to note something to be sure to cover for your readers. I often use bullet points at the outline stage and focus on formatting after I start blogging.

Shoot for 3-6 headings per 500 words. Not too many. Not too few. This will help readers skim the article to understand it and navigate it to find what they're looking for.

Readers won't always read top to bottom as you might expect when you write your first blog posts.

As you'll remember, we're here to discuss writing posts that get measurable results. So let's briefly look at why headings are so important for the Internet reading audience.

How Readers Read the Blog Post You're Writing

New bloggers often miss this fine point. They may think every word is perfect, so of course, the audience will read everything to the very end. But that's not how your audience probably interacts with your blog posts.


Reading on the Internet isn't like reading a book. The better you understand this, the more successful your blog posts will be. The back button and fast Internet speeds mean that visitors can back out at lightning speed.

43% of blog readers admit to skimming blogs for specific information

55% of visitors will spend less than 15 seconds looking for it before leaving

37 seconds is the average time visitors will read a blog

I know this sounds outrageous. Why the heck are you investing in quality blogs if "no one is reading them?

But here's the rest of the story you need to know.

A Nielsen Norman Group study of over 10K websites found that blogs experience "negative aging."

That simply means that the longer someone stays on the page or site, the longer they are likely to spend on your page or site, instead of vice versa.

An example of positive aging would be the longer a container of guacamole is opened, the faster it browns.

If you can put systems in place to keep a person on a page past that 15-second mark, they're more likely to "come on in and say awhile," as my very Southern grandmother used to say.

These are your leads, the readers who stay for 3 minutes or 10.

And because readers on the Internet mostly skim, a portion of 15-second visitors are also "comin' in to stay awhile" when they find another blog on your site that they wanted to read.

This isn't just an assumption.

You can see this in your Google Analytics visitors data. And you know it's true when you see the results a blog can generate when you learn how to write the smart way.

Accomplish this staying power with the effective use of headings and images on your website. We'll discuss the image part later.

So how exactly do readers spend their 15 seconds that determine if they stay? That's also well-documented.

The F Pattern

In English and other left-aligned languages, readers read a blog post in an F pattern like this:

  1. Read the hook and perhaps the whole opening if it connects well to the audience.

  2. Skim the headings down the left of the page.

  3. If a heading goes all the way to the right, they read the first 5 words or so of the heading and stop.

  4. Find a heading that looks interesting. There's using your headings like search terms, so make sure they concisely explain the purpose of that section.

  5. Read the text under that heading or list if you use bullet points

  6. If while reading, it isn't helpful and engaging, readers immediately leave.

  7. If it is helpful and engaging, they do one of two things.

  8. Go back and read the whole blog post (if they have time). Or continue skimming down to another interesting section.

  9. It's improbable that they'll read your conclusion and CTA (call to action). We'll talk a little later about how to put a CTA somewhere that people will actually see it.

It's not a perfect F. But you can see where it gets its name. Professional content writers like myself have learned about writing with this pattern in mind. We've honed our skills to get results even if someone doesn't read the whole post.



F-Pattern

My writing tips include covering your bases most efficiently and effectively to get the highest ROI.

Because, this is about getting results even though most readers will not read your website content from start to finish.

Are we sad about it as content writers? Sure. But it's the reality that we must adapt to get results.

When you build your headings around how readers actually consume a blog, you will win at blogging for business. The faster new bloggers develop this style, the more quickly they'll see results from these tips.

How to Create Skimmable Headlines

A Skimmable headline is the following:

  1. Short as possible. 5-7 words. 3 if you can get the point across. You'll notice that sometimes I balance this with keyword usage in H2. I'm writing for people and Google, so "rules" get broken from time to time.

  2. Stands alone. A person should be able to do nothing but read straight down your headings and know precisely what the article is about.

  3. Entices a person to read more.

  4. Are Frequent enough that reading under the heading doesn't feel like a long commitment.

Put a heading every 100 words in a shorter blog. And maybe every 200 in a long-form post. If you can, break a heading into subheadings as I've done under each step. That makes for a much more skimmable piece.

Look back when you proofread. If a section looks long, but you can't easily break it up, add an image within that section.

How to Create SEO Headings

As we focus on writing a winning post, remember we want a post that gets results with people and search engines.