Good day and welcome to this week’s blog post on how to write a blog post in 2020.
We’re in the year 2020 and just a few years back, writing and marketing blog posts was pretty easy. We’d easily sit, find topic ideas, do a little keyword research using Google keyword planner tool, write a 1200 word article, hit publish, find random backlinks and boom, it’s on page 3, 2 or even the first page of Google for your target keyword.
I’m pretty certain you know that’s not the case today.
Why’s that so? What has changed?
Well, a lot has changed over the years!
Google algorithm has changed.
Facebook policies are no longer what it used to be.
Twitter is now full of bots and spam accounts.
Email open rates are dropping real fast.
Cold emails are now sent to the spam folders.
That’s a lot.
In today’s blog guide, I’m going to show you how to write a blog post that outranks every other content piece on Google.
Why am I the right person to guide you?
Well, over the years, I’ve published dozens and dozens of blog posts on several websites, publications and blogs. I’ve done ghostwriting, guest blogging and content marketing for businesses on the internet.
What’s a typical result you should expect after reading this guide?
About 12 months ago, I worked with an Instagram marketing agency to create awareness and grow their audience using content marketing. We looked into their marketing efforts, found what their target audience was always searching for on Google, wrote an amazing, killer piece and published.
Exactly 4 weeks after publishing, the post has done over 250 social shares, hit page 2 on Google for keyword “blow up on Instagram” (now on page 1) and attracted 1000s of visitors within the first month (now over 10,000 page views) with comments from some of the top marketing influencers in the industry.
To add to that, we’ve also published some really great blog content that has done pretty well. Here are some of our top performing blog posts in the past year.
How to Get 100 Twitter Followers in 24 Hours [2019 Secret Hacks Revealed]
The Ultimate List of 134 Trending Twitter Hashtags for Businesses in 2019
24 FREE Twitter Hacks to Increase Brand Loyalty for your Online Business
Ready to get these types of results for your business blog?
How to Write a Blog Post
There are 3 major categories in the steps below:
- Research stage
- Writing Stage
- Post-Publish Stage
The research stage is the first step I take in any campaign we run. This is the basic step that sets your content apart from the millions that are already published out there.
The research stage tells you what topics to consider and ones to avoid, keywords to target and keywords to stay away from, the market need, and the template that works for every particular blog post.
Basically, the research stage helps you publish only the best blog posts in your niche.
In 2020, people find and read content that adds value to them.
People no longer want blog content that’s shallow and doesn’t add any value to them.
The research stage will help you can take the right path to success after publishing.
As a matter of fact, this stage is what determines how well your blog post would perform. The better you research and dig deep down in a subject, the better your content pieces would perform.
Here, you must ask yourself a series of questions and answer them before you begin writing.
How? I’ll explain…
Do you know about feasibility studies?
It’s like forecasting, studying the past and present to tell what will possibly happen in the future.
You simply, do a little research to see what has worked in the past, what’s working now, to tell what will perform best in the future which is your objective;
To create something that outperforms what has already been published.
What topics interest your target audience the most
What keywords do your target search on Google, YouTube and social networks like Pinterest and Twitter.
What sort of content do they prefer to consume
What content format works best in your industry
Will this topic (or headline) help my readers solve a particular pain point
Are my target audience searching for these topics online
Where can I get people that would be interested in this blog post?What length should this blog post be?
Should you make tutorial videos or record an audio version of the article
All these are questions you must answer before even picking your writing materials. You must get clear and concise on what you want to achieve with each blog post. This way, you know where you’re going even before you begin moving.
You already know what marketing strategy to use even before you start writing.
You know what channels would yield better marketing results for your blog post.
When writing you know certain pain points to address in your articles to better solve your reader’s pain points.
Prior to writing the article I talked about above, I did a bit of research to find what our target audience was looking for. We used social networks like Quora to find interesting questions our target audience were asking.
We got a bunch of questions down and got out all the keywords in each question.
For example, if we got a question like this;
The target keyword is “growth hacks for b2b saas”.
This “Quora tip” is a vital step you can not skip. The blogosphere has changed and a lot of old strategies that used to work no longer do.
In 2020, using Quora to generate organic topic ideas is the best way to go about it.
With just a few searches, you can get 100s of organic questions asked directly by the people you want to target. This helps you get clear on what their pain points are.
For each question you come across, you can check for “similar questions” to find relevant questions that may be necessary in the blog post.
You could find headings, subheadings, and micro points to add in your blog post to make it more helpful.
For example, when writing about how to blow up on Instagram, we came across a question “how to drive clicks from your Instagram profile” which later became a subheading in the main post.
Get the idea?
Next thing you want to do is make use of any keyword research tool at your disposal to dig even deeper.
Not all questions asked on Quora are worth writing about. Some could be tips or subheadings in blog posts. In fact, this step is crucial as it determines how many people land on your blog post after publishing.
The more grounds or questions your content answers, the better your content pieces would perform.
For example, when planning the blog outline for the post “How to Blog Up on Instagram”, we answered several instagram marketing questions the reader may have in mind.
Please, these questions must be related to the topic.
In this case, we answered questions like;
“How to get Instagram followers quickly
“How to boost engagements on your uploads”
“How to encourage call to actions (click links, share, participate, watch your videos etc)”
A reader looking to increase Instagram followers quickly would most likely want to know how to keep his or her readers engaged.
A reader looking to increase Instagram followers quickly would also most likely be interested in learning how to get conversions fromInstagram pages.
Thus “how to increase engagements” and “how to encourage call to actions” come in.
Now, these are headings you could insert in your post outline. How about subheadings?
Your subheadings should also be a break out of your headings. These should also answer questions related to your headings.
A reader reading heading A would want to learn everything he can about heading A.
Here’s what I mean
A reader wanting to read about how to boost blog engagements would want to learn how to create content that attracts engagements. The reader would also want to learn what sort of content type to post to attract comments, likes and shares.
This could be videos, enticing captions, etc.
Your article should also help the reader know the basics on creating these types of content.
Here’s an example of what your blog content outline should look like.
Before writing any killer blog articles, you should have an outline that looks something like this (or better) with all the headings and subheadings replaced with your content ideas.
Unlike the 1000s of content on how to write a killer blog content, I’ll be putting more focus on these 2 aspects of writing a blog post that actually adds value to your readers.
- Article length,
- Writing tone,
In blogging, the length of your articles would vary from post to post depending on what industry you’re in and what topic or pain point your article is solving.
Firstly, the length of an article also plays a huge role in determining how well the post performs.
Great outline or article plan or research isn’t enough to attain the results you plan to hit. The length of the post tells you how well the post would perform.
In an industry where short and precise content formats are accepted, then shorter articles ranging from 500 to 1500 words should do but here’s the thing;
If your blog posts are ‘how to’ articles, then your articles shouldn’t go below 1500 words if you want to hit Google’s page 2 or 1 regardless of what industry you’re in.
A ‘how to’ article should always go in-depth, answer questions related to the main topic (or headline), and must always carry the reader along (step by step).
A step by step guide must be detailed.
No one wants to read a 500-word article on how to start a blog and make money. No one also wants to trust a 1000-word article that promises to show how to create in-depth article and rank it on Google’s page 1 in less than 3 months.
Get the idea?
Long form content is mostly the king regardless of what industry you’re in.
Yes, that’s correct.
What’s the ideal length for an in-depth long form blog post?
Search engine journal reports 1900 words is the ideal length for blog postseason Google’s page 1.
WesFed reports 1600 words.
Buffer also reports 1600 words and;
The Hook Agency reports 1750 words as the ideal blog length for SEO in 2020.
Please note that these are the ideal blog length according to studies and research but there are many other factors that influence how well your blog posts perform on Google.
The number of external domains linking to your website (Domain Authority),
Keywords throughout the articles,
Average time spent per reader (huge impact),
What then works for your specific industry?
Well, you’d have to find out yourself.
Research the best content pieces on each topic you’re writing about. Go through them, read every comment, check performances in terms of shares, domain authority and traffic.
Also put in mind that an article could rank below another even if it performs best. This will take you back to other SEO metrics that influence rankings like Page and Domain Authority.
A website with a relatively high domain authority could get away with shorter content pieces. If your website or blog is still new then you should pay more attention to long form content that’s builds your influence.
This step is pretty easy once you’ve done your research properly. Your writing tone should make your readers feel welcomed to your blog.
Your writing tone should give your readers any feel you want to.
As a writer, you’re in charge of your readers and how they feel. Whenever a visitor lands on your blog page, the reader should feel the exact way you want him to feel.
Want to kick any emotion or feelings or just want to make your reader feel some type of way? Your article should do just that.
How then do you know what tone to use in your articles?
Well, there are 2 major determinants to picking the best tone for your content pieces.
This step is so important as it actually decides whether or not your readers come back to your blog. The way you make them feel matters a lot!
I’m sure you’ve come across the popular saying, “people don’t remember what you do, they remember how you made them feel”.
Make your readers feel some type of way and they’ll never forget you. Here’s it;
- Your industry &
- Your blog topic.
The first thing you must look into is your industry or niche. This is what lays the foundation to picking a tone for your articles.
With the proper research, you should know what your industry wants and how they want to hear it.
Think about it;
Who is my ideal target reader? What does he look like? At what stage is he in before reading your blog article and where do you want him to be after consuming your content?
Is your ideal target a student, single mom, business owner, CEO, managers, adult, blogger or a child?
A proper definition of your ideal target audience would tell you what tone to use in your articles.
A CEO would prefer a more professional approach to writing content pieces as opposed to a student looking to go out of debt or a struggling blogger looking to increase traffic to a new blog.
Get the idea?
The next thing you want to do is to find and read the best performing blog posts in your industry. Pay attention to how the writers write and how they address the readers.
Is the writing style formal, informal or semi-formal?
A good tool I suggest is Buzzsumo.
With Buzzsumo, you can easily see the top performing content pieces in any industry on the internet. Let’s take the “Instagram Marketing” space for instance.
You can go through and find great ideas on how to talk to your target audience.
Side Note: Buzzsumo will suggest pages with the keyword “Instagram marketing” on the internet. Be sure to go through ones that sound like what you’ll be writing about. Thus rather than reading “the future of Instagram marketing”, you read “how to get Instagram followers fast” depending on what your target audience is.
Your Blog Topic
All topics you write for are not the same. Every topic demands a unique approach and must aim at achieving a specific goal.
There are certain topics in the marketing industry that perform best of written in a formal tone. A good example is a “News or Opinion article”. These are natural short, concise and mostly have a professional tone.
For every blog article you want to write, your target reader must be in mind. You must ask yourself certain questions to help you write the best copy for the right reader.
The tone of the article determines how you achieve your end goal.
If your writing tone tells the right story and passes the right message to the right people then the better your conversions.
Check similar content pieces and look through the ones with the highest comments. If a blog post attracts lots of comments, then the writer did a pretty good job at conveying the message in the right manner.
Read through them and notice the pattern of communication and try to see how you can make yours even better.
Creating better blog posts basically depends on how well you do your research before writing.
With the proper research, you would be able to tell the best writing tone to convert your message in each of your blog posts. Your writing tone is also a bonus as it also determines how long your readers stay reading your article.
The Post-Publish Stage
The post-publish stage is the final stage and is as important as the previous stages discussed. After writing and publishing your blog post, the next thing to do falls under this step.
Every activity you carry out after publishing comes in here.
Unlike most articles that tell you;
Share on Facebook, tweet it out severally, pin it on group boards, implement on-page SEO, submit on web directories, rinse and repeat, I’ll be revealing the 3 most vital content marketing strategies to implement to ensure your content gets seen by the right people in 2020.
Content marketing today isn’t what it used to be.
Where’s content marketing now?
Well, it’s at a difficult level where marketers and bloggers can’t get away with black hat strategies and tricks, mediocre content pieces and little marketing efforts.
Today, blogging demands more than just that and here are 3 powerful marketing strategies that still work in 2020.
- Influencer reach outs
- Facebook ads and
- Content repurposing.
In the future articles we’ll be publishing here at Uniclix, we’ll be discussing these 3 strategies even better. Be sure you don’t miss out by subscribing to our newsletter; it’s free and easy!
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