A comprehensive, high-quality blog post doesn't have to be long. In fact, shorter is often better for your readers who have limited time to devote to reading your content. A well-written blog post should include three sections: an introduction, the body and a conclusion. This following post will provide a simple blog format to follow for those that are stuck with where to start and where to go.
The introduction sets the stage for the problem you're about to solve for your clients. You're not providing specific solutions in this section of your post, you're simply explaining why the problem you're about to solve is a problem. This is where you're relatable, you get your readers' heads nodding in agreement and prove why the blog post you're writing is actually worth writing (and reading). In other words, this is where you tell your readers why this topic is important – whether they thought it was before or not. (Note: while your blog will sometimes promote your own product or service, it shouldn't exist solely for that reason. First and foremost, the content on your blog should help your readers solve a common problem or concern through education!)
- Present the problem. (“I always have clients asking me…” “Many people try to _________ but fail.”)
- Set up what the post will be about. (The solution. “Clients have found success when they…” “These are things you should know when…”
- Explain the importance in relation to your readers/clients. (“… to ensure…” “Doing this will let you accomplish…”
The body explains the solutions to the problem you set up in the introduction. Now that you've identified a problem for your reader, they're ready to hear the solution to it! The body can be written in paragraphs, with bullets, numbered lists, multiple headings, or a mix of all of these.
- Educate readers about the solution(s). Education is sometimes the biggest selling tool when a reader does not know much about the topic. This also establishes credibility and thought leadership.
- Present examples and case studies even if you can’t use a client’s name or business information. You want to prove to people that you have direct expertise in this area.
The conclusion wraps up your post with a brief statement that's reflective of the problem your post solved. A good way to do this is to identify several takeaways from your blog post and sum them up in bullet points.
You should then provide a “call-to-action” for your readers. This can be as simple as prompting your readers to comment or telling them to call you if they are encountering a similar problem. The conclusion should be kept short to ensure readers don't abandon your blog post before realizing there's an action you’d like them to take!
- Summarize the problem and solution(s) presented in your blog. Example: “Today we talked about (a problem) but by doing these three things, you can solve (that problem).
- Solution A
- Solution B
- Solution C
- Prompt your readers to engage with you and your company further with a “call-to-action.”
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