When working with a new client they always want to know how we do what we do. How do we go about creating good quality blog posts? Well, as we’re not only Well Organised by name, but also by nature, there’s a process we follow every time a new blog post is created. Today I’d like to share this blogging process with you.
The first thing is, of course, finding out what to write about. We either use the topic that comes up next in the editorial calendar, or sometimes a particular topic needs to be written about because of recent developments.
The editorial calendar is a document that is created when we first start working with a client and maps out upcoming blog topics for the next 6 to 12 months. A little while ago, I created a blog post explaining how you can create your own editorial calendar.
Using the internet, as well as resources provided by the client, research begins. This means a lot of reading, learning about and understanding the topic to such a degree that we are able to explain it in layman’s terms. It’s no use writing about a topic in such a way that only experts will understand it. Clients will hesitate to hire you if they don’t understand what it is that you do. And a blog is the perfect place to explain your expertise to your potential clients.
Internet research also shows what’s already been written about a topic, so that we don’t repeat what’s already out there. We try to find a different angle, one that’s not already been covered by someone else.
Once we know what we’re going to say, it’s time to write. We make sure the writing style is according to the client’s usual tone, with perfect spelling and grammar. We cite resources, where appropriate.
The length of the piece depends on the agreement with the client. Usually our blog articles are between 400 and 600 words long (staying comfortably above the 300 words minimum recommended by Google). Other times longer form articles are required which tend to be around the 1000 words mark.
We make sure the blog post has good value content as well as a strong call to action (CTA).
Once the whole article is written, it’s time to think about the headline. Up to now we have used a working title to stay on track with the topic, but once we know the exact content it is time to get creative. Sometimes we come up with more than 1 suitable headline, then the client gets to choose.
Every blog article should have a matching blog graphic. This helps it get a higher click-through rate on Social Media and makes the article itself more appealing to read. Here at Well Organised Marketing we use Canva, an online image creation tool. It is free to use, but there is also a premium paid version. For our images we use either Pixabay, Creative Commons or images supplied by the client. It is important that any image you use is either copyright free for commercial use or you have the rights to the image.
Once the client has approved the article, we then upload it to the website. With the help of Yoast SEO (a WordPress plugin) we optimise the article for search engines. We agree suitable keywords with the client beforehand so that the article fits in well with the client’s general SEO efforts.
We also check any links and assign the appropriate category and tags.
Once this is completed, we inform the client that the article is ready to be shared on social media or in their regular newsletter.
Over to you
Are you a small business owner who would you like your blogging taken care of like this? Then why not get in touch? We still have room for a few more clients in our calendar. Simply email me at firstname.lastname@example.org and we’ll have a chat about your requirements.