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How to Plan a Blog Post in 6 Easy Steps

It can be difficult to write compelling, high-quality content for an audience.

But the more you plan and prepare for these projects in advance, the better your finished product will be.

This is true for most scenarios in life.

Writing interesting, insightful, and educational content for readers is certainly no different.

Use the six steps below to find the best way to plan a blog post from start to finish and publish interesting and educational content for a specific audience (i.e. potential customers).

Readers won’t just respect that content and the brand behind it, but will actually seek out that content and hold the brand in high regard.

It is the natural way to build the authority of readers as well as search engines like Google.

1. Know the brand you represent

We cannot stress this enough.

Too often when writing on behalf of a brand or business, copywriters forget (or never consider) the overall voice and tone of that brand.


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This is a critical part of success when it comes to consistency, style and messaging.

You want to make sure that all of this is in line with the brand’s general guidelines and its overall branding.

Larger, more established brands will generally have brand guidelines which should include the brand’s voice and tone.

But even though official brand guidelines aren’t available, there are still plenty of ways to better understand a brand, its voice and tone, and its general messages with goals in mind.

Rread the brand’s old blogs

A good place to start would be to look back and read old blog content posted by the brand.

Depending on how long the brand has been creating quality, well-developed content, you can gain a deep understanding of the overall style and brand voice being used.

Work on recreating this with your own insightful spin.

Run a content audit (or a shorter, modified version of one)

When able to execute the overall content strategy or just write content consistently for the same brand, it would probably be worth a copywriter or content strategist to do a micro. content audit.


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This will help you get the best idea of ​​not only the overall style and voice of the content, but also the brand’s goals and identify what is working well in terms of traffic, engagement and performance (and what isn’t. does not work).

It will also help you develop ideas for blog posts and identify gaps in content.

Look at the competitors

Another way to fully understand the brand that a writer represents and what not to be is to look at some of the brand’s main competitors.

Competitors will likely post their own quality content, but content produced on behalf of a competing brand like the one you represent must be unique to that brand.

This is one of the main ways brands can – and are meant to – set themselves apart. Use it to your advantage.

It’s also a no-brainer when moving into a content role within a company or industry that you might not be too familiar with.

You obviously want to understand the brand you represent and its message.

But it will also help to understand the brand’s main competitors, how they work to set themselves apart from their competition, and how you can outdo them in terms of educating and enlightening potential customers.

2. Understand your audience

Understanding the audience you are writing for goes hand in hand with the brand you represent.

You can’t understand your audience without also knowing the brand you’re writing for.

You can’t post great content without fully understanding these two critical variables.

Using the above-mentioned ways to better understand both will always help a brand’s overall content strategy and execution.

Remember to use topics that interest your audience and verbiage that makes sense to your audience.

3. Find topics to write about

This can be one of the most difficult parts of the planning process for many. But it shouldn’t be.

As a writer who represents a brand – a brand that is authoritative on certain topics and / or industries – there will always be valuable information to offer to current and potential clients.


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Think about the frequently asked questions on many websites; they are built from frequently asked topics / questions repeatedly over time by people interested in the brand and / or its business, and these answers are searched in search engines thousands of times a day.

Giving people (the right) answers to their questions will always build trust behind a brand and the authors who represent it.

Competitive analysis

Along with exercising frequently asked questions to explore content ideas, copywriters should also rely on competitive analysis to come up with other good topics to write about.

Some brands will do a decent job of covering many different topics within their industry, while other brands will do a better job of only covering specific areas of that industry that they may specialize in or have more experience in. .

Use all of this research to create quality blog topics based on the abundance or lack of quality content on certain topics.

Identify competitor content gaps as areas to focus on and start gaining market share from the competition, and stand out in areas that other brands lack.


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Analyzing your own brand in a similar way will help you identify gaps in your brand.

Keyword research

Keyword research around topics and ideas helps copywriters develop keyword targets, but also helps shape blog posts in terms of:

  • Topics covered.
  • Questions that must be answered.
  • The important elements of deeper issues with a variety of layers and subtopics.

Over the past 10 to 15 years, a bunch of keyword research tools have hit the market to help content strategists uncover topics.

In addition to classic tools like Google Keyword Planner (formerly known as Keyword Tool), Ubersuggest, Google Analytics, and traditional Google Autocomplete, new and improved platforms like SEMrush’s Keyword Magic Tool, Moz’s Keyword Explorer and MarketMuse, to name a few, have also had a huge impact on the content world.

Other more expensive but still powerful proprietary tools, like Conductor and BrightEdge, offer even more high-value content ideas and keyword targets to help shape strategy, among other content marketing tools.


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Make sure it’s interesting

Most importantly – and it may sound simple, but it’s too often overlooked – make sure the content you plan is engaging with the audience it’s written for.

If you’re familiar with a brand and / or industry and can’t personally find a blog topic interesting, useful, or educational, chances are the audience won’t think so either.

Write on interesting topics while offering expert opinions, commentaries and ideas.

The audience will reward them by trusting the brand, its content and its message.

4. Do your research

Thorough research from credible sources is a main pillar of quality content.

Obviously, readers will be looking for expert opinions and analysis based on the research done.

It’s what sets writers and brands apart – real-life experience and a deeper explanation of sometimes complex situations.

But this research is paramount to creating authoritative content that will have long-term impact.


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As with any published content, be sure to check and double-check all the facts and correctly deliver the proprietary knowledge to its original publisher.

This can be done using outbound links in accordance with SEO best practices.

5. Create a strong and engaging headline

Writing headlines is an art, even more so in the Internet age.

Today, more than ever in our lifetime, humans are consuming vast amounts of information from everywhere.

Headlines have to be awesome to stand out.

Otherwise, the content will probably never be seen.

There are a variety of different approaches to take when crafting a clever and engaging headline that will grab the attention of readers.

All titles must:

  • Link directly to the content they represent.
  • Be well written.
  • Don’t be too long.

Some effective ways to create great headlines include using formulas and simplicity, along with other innovative ways to ensure that readers are drawn to the content that is intended for them.


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6. Consider the visual content

Rich media will always help a blog post in terms of click-through rate and the overall likelihood that someone is more likely to click on it and find out more.

It also helps if writing headlines is not your job; a good visual generally attracts readers, and visuals are easier to understand and remember than what is written.

Know what works best for your content and your audience.

Next steps after preparing the blog post

  • Write it!
  • Optimize it all.
  • Copy it, then copy it again.
  • Then have someone else copy it for you.

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