Unless you’re a professional content writer, creating a blog post is something you cram in alongside your real job, and the task generates about as much enthusiasm as minor surgery. What if I told you that it’s possible to write a strong blog post that’s of value to your target – in just 15 minutes? Here’s how:
1. Keep a list of ideas. Most of the time spent “writing” is actually spent thinking of what to write about. Keep a small notebook in your purse or briefcase and jot down ideas that pop into your head throughout the day. As a B2B example, say you’re a cheese manufacturer making store brands and co-packing; next time you walk through your facility and wonder, “Do customers know that much of our cheese-making process is done by hand, while competitors take a shortcut?” write it down and plan to blog about it. (Check out our free Tip Sheet, "13 Ways To Keep Your Blog Stocked With Great Content" for even more ideas!)
2. Put those ideas in the context of your customers’ pain points. Your blog posts should be written with your target’s challenges in mind – and how you can help solve them. Framing your post in a “challenge/solution” way helps focus and simplify your writing – and makes for a more interesting post. Using the B2B example above, your cheese process being largely done by hand is only important as it relates to consumer demands (your customers’ end users). Include statistics in your post about the growing desire for products made using authentic age-old techniques and suddenly something about you becomes something meaningful and valuable to your target.
3. Keep it short and sweet. No one expects – or wants – to read a long, drawn-out treatise; people are looking for quick, concise tips and information. One of the best ways to achieve that is to use bullet points where possible; use subheads when writing paragraphs to help readers understand the point you’re about to make. Both these techniques make for a more energetic, easy-to-read post, and save time, too.
4. Avoid quicksand. You may have thought your topic was tremendous, but if it’s putting unnerving pressure on you, stop and move on to another topic – don’t dig yourself any deeper. Or, if you’re convinced you have a winner of a topic, try coming at it from a completely different angle, or opening in an arresting way. Again using the B2B example again, consider this as a post starter: “60% of grocery shoppers say they’ll pay up to 20% more for products that are hand-crafted.”
Maintaining an idea list, framing your post a a “challenge/solution," and being relentlessly concise is the formula for quickly pulling together a blog post that speaks to your target and showcases your competitive advantage. Be sure to include your keywords, and you’ll undoubtedly see your Inbound Marketing efforts take off.
Posted by Meg Hoppe Meg provides creative vision to all client projects and serves as the agency's chief content writer. She has extensive experience writing for a variety of industries, including manufacturing, financial services, and healthcare. Meg started in advertising and has become a thought leader in digital content creation and inbound marketing.