Spoiler alert: not all blog posts are created equal.
If you’ve ever heard that “everyone needs a blog” then you’re probably feeling like blogging is some natural skill you’re “born with”, and should already know how to do.
A proverbial “brain dump” into a blank Word Doc, followed by some light editing, then you hit “publish” and your post zips out to occupy its own little slice of the internet for all the world to see.
That’s how blogging works, right?
Nope. Definitely not.
Blogging is one of the simplest and quickest strategies to get started when you’re implementing an inbound marketing approach into your business. But it’s also the easiest way to pour HOURS down the drain, all for nothing, if you don’t take the right approach.
You need to approach blogging in a strategic, systematic way. Especially if you want to create a profitable blog.
Here’s the EXACT 4-step system to creating the perfect blog post that actually
a.) gets read, and
b.) moves the needle and impacts your business in a significant & measurable way:
1.) Know who you’re writing to.
Do you know your audience? No, I mean do you realllllly know them?
If you haven’t taken the time to create a buyer persona, here’s a step-by-step guide on how to do that (and why it’s essential). This high-value piece of “marketing gold” will guide you for years to come, and make writing high-value blog posts a piece of cake!
Once you have your buyer persona in hand, quite literally picture an image of your ideal buyer inside your head, and keep them in mind for the rest of this process.
2.) Craft a post that answers one (and only one) question thoroughly and completely.
Your reader has a question, and they’re giving you a chance to answer it. Not sure what their question is? Refer back to the previous question and ask yourself – what problem(s) does my buyer persona have? Pick a problem and answer it.
Your goal with this blog post is to walk them through a single question or pain point they have and help them get to the solution by the end (or at least give them a clear strategy to implement and take action on right away).
And make sure you’re thorough! This should be the only guide they need on the topic in question, or they’ll hop on over to someone else’s blog post (and by then, you’ve lost them for good).
3.) Create a relevant, on-topic Call To Action
Now you’ve given your audience what they want in the form of a blog post… but what’s in it for you?
Create a CTA that ties in with the question you helped them answer. Something of value that they’ll want.
What might they want next? A more in depth version of your blog post, like a PDF or Whitepaper? A custom quote? A phone call? Offer it at the end and capture their contact information.
And yes, just one call to action, please! Keep your goal clear and focused.
4.) Incorporate it into your marketing strategy as a piece of “top-of-the funnel” content.
You know your products and services like the back of your hand, right?
It’s time to pair that expertise with your buyer persona and uncover how you can get them one step closer to your core product / service and move them through your sales funnel. And, getting them further into your funnel is what makes your blog profitable.
Most people find it hard to tie a seemingly benign little blog post in with their revenue…but don’t be fooled. Blog posts are the PERFECT way to get in front of your target audience’s eyes and capture their interest.
Now that you know how to create a KILLER blog post step-by-step, click below to get our FREE Inbound Checklist and get moving on the rest of your funnel.
