How to write the perfect blog post


How to write the perfect blog post

Many times the question arises, just how to write the perfect blog post? For me, that’s an impossible question to answer as the post can only be perfect to the reader who is digesting the piece of content you’ve decided to distribute.


What you can do, however, is devise a structure that will enable you to properly work out whom the post is targeted at, using buyer personas. If you haven’t established your buyer personas then down tools and start researching those. A great tool and template resource can be found here.




Buyer Personas are profiles of your ideal customers based on research generated on your current customer/client base. Ideally, you should have several personas for your business, based on your current client’s backgrounds, businesses or lifestyles and decision-making processes. This is why if you haven’t already you should document where possible as much of the buying process of each client as possible. This will give you a clear understanding of who they are, why they required your product or service and how long the buying cycle took from start to finish.


What did your product or service provide a solution for? Were you the first and only option, how did that customer end up at your door? What is it about your business that actually sealed the deal for this client?


The more you know about your customer base, the better your content offering can be.





So you’ve researched your client base and created your personas, well where do you go from there? Simple, the next stage of any good structure is to work out what your persona will take away from this post. Ultimately, all blog posts are educational with a long term sales view so there are a few options for this:


  1. What stage of the sales funnel does this article fall into? Unsure, check here
  2. What is the point of this post? To drive traffic to another post? Talk about a new product or service? A content post to drive registrations for an ebook or webinar?Once this is clarified you are starting to establish a clear and strategic approach to your blogging activity.



The first thing to do is make sure the subject or topic of your blog post genuinely interests you or you are experienced in that subject matter. Writing a post because you think it will get readers in a subject you have limited knowledge will simply show you have limited knowledge and is counter-productive.


There are some great tools around the web available to help you out;


  1. Portent has a topic generator
  2. Inbound Now has idea generator
  3. And so does content forest



The tools that have been mentioned in the topic section will definitely generate ideas for your content subject title and you can adopt any of the suggestions… for now!


The title of your blog post should always be something that is a work in progress until just before you optimise the article for SEO purposes. Remember, the reason we leave the SEO until last is that you are writing for an audience, you never set out with the SEO in mind first.




Now you’ve done the hard part, you need to look at how your post will lay out. To get into good habits let’s break this down into three parts, the introduction, the body and the conclusion.




The introduction is where you will set the stage for what this article will teach your reader. Be clear and concise at this stage. At this stage, you want to establish credibility and build a relationship with the reader to keep their interest. Conversely, you could leave this part until after you have written the body of the text to really sell the reader your following content. Use bullet points to list the points you want to convey in this part of the content.





The body really has to deliver on whatever you explained to the reader in the introduction. The body can consist of paragraphs, bullet points and or numbered lists. Whatever is suitable for this particular post is what will work. Ensure that your body content is clear, concise and easy to follow whilst also educational. Make a list of bullet points on what this text section has to deliver so your message is clear and easy to understand.




This is where you sign off on the key message that the blog post was written to discuss. You need to emphasise the message in a summary style so that the reader really understands the point and the context that was used to drive that home. To get maximum return, again list the points this text section has to fulfil and use this to draft an excellent conclusion or closing statement.



Any written copy worth reading will be heavily researched. That means you should spend time actively looking for external sites that support or back up your chosen content. Look for reputable sites so that when you link the copy to those sites, you get the added benefit of the inbound/outbound links. A well-researched piece should always provide the writer with a broader knowledge and opinion of the chosen subject matter.


If you have don’t have copy on your blog already at this stage then link to external sites, where you have copy to support your new post, link to that.



By now you should have a well-written article just about ready to post on your blog, however, it’s time to revisit the working title you created earlier and see if that title is the most suitable for the subject and the content you’ve just produced.


Remember, the title of the article will count somewhat towards what the SEO ranking will be so at this point your keywords will come into play. If you aren’t really sure how your keywords can be chosen, there is a great tool available, search



Now you are ready to copy your post and paste it onto your blogging platform, have you chosen your supporting images? Have you ensured you have all your subheadings in the right place and all your grammar has been spell checked for the language you post in? You wouldn’t want US English spellings in the UK and vice versa.


Always use a second pair of eyes, if you work in a marketing department or are a sole trader, just get a colleague or family member to read it back to you, it’s better to do it pre-post than post your post!



Now you can paste your copy into your platform, some platforms will lose your styling so never just cut and paste so you can reformat your post quite quickly with bold text, highlights, underlines etc.



Now the final piece of your puzzle. You need to choose a very relevant and contextual image that will help sell your article to your potential readers. This isn’t the time to scrimp on effort if you don’t have your own images then look to platforms like




These are only a few and I’m not affiliated to any of the sites mentioned in any way, it’s always your choice to find your own image sources but ensure you give credit where credit is requested or due.


In summary, when planning on how to write the perfect blog post… which I may say may just about be impossible, structure your post to gain maximum effect from it. Like most aspects of marketing, you need to plan well and look long term. Look past this one post into a chain of posts to ensure the message you intend to send will resonate throughout your content strategy at all times. Hopefully, this will help you along the way!

by Paul Sullivan


Inbound Marketing Call to Action

Paul Sullivan

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