How to write a blog post for business that drives traffic

Doesn’t it just suck when some writers seem to have that remarkable gift for writing, while you struggle to produce 2000 words?

Well it takes a special kind of skill.

And you don’t want to spend hours writing a post that no one finds.

The purpose of writing a blog post for business is to solve a certain problem your ideal client might face and to get found when they search for the answer.

And by the end of this guide you will have your own blueprint on how to write a blog post for business that shows up in search engines which your ideal client actually wants to read.

Have you ever stared at your computer screen and had that “writers block” before, with no idea what to write next?

Everyone can produce 500 words, but what about a 4658 word blog post like this one that you’re about to read?

SerpIQ did a study based on content length and they found that first page results always consist of content exceeding 2000 words.

So it’s pretty darn important to write high quality, long-form content.

Let me tell you I have written some really bad structured posts with no direction and it was all due to a lack of knowledge.

But the awesome part is that the more we learn the better we get right?

If you want to write an engaging, problem solving post that drives organic traffic, read on.

In this 12 step guide on how to write a blog post for business you’ll be learning:

1. How can you showcase the skill you have to your ideal client?

2. What do you want to accomplish with your post?

3. Who is your ideal customer?

4. See if there is a demand for your skill

5. See how other professionals are presenting the same skill to the market

6. How to write a title for your post

7. Outline your post according to your title

8. The structure of a post

9. Just write

10. Create or get images that resonate with your post

11. Editing your masterpiece

12. Optimize your blog post for WordPress before you press publish

As you can see we’ll cover a lot today so get yourself a cup of coffee, take out your note pad or bookmark this post for future reference and let’s begin.

Step 1: How can you showcase your skill to your ideal client?


If the purpose for writing a post is just to write, you will be wasting a lot of time and you don’t want to do that, so I will be teaching you what to write about as from today.

I don’t know if you observe how and why other top bloggers are writing for their business, so let me tell you what I know.

I will use a well-known entrepreneur in the SEO industry as an example.

I won’t mention his name because I think some things are better left unsaid.

But with my own observation reading his blog post I made the conclusion that he writes guides and in-depth blog posts about copywriting, conversion optimization and how to succeed as an online marketer.

I read his blog regularly and he just gives away all his secrets, and for what?

Even Harsh, from SML, who inspired me to start blogging, he gave me a solid foundation through his guides and I’m really thankful for that, he is a true legend!

But let me not get carried away and rather stick to the topic and talk about the expert and why he gives all these guides, tips and tricks away for free.

And by the way, he, the well-known entrepreneur owns software companies.

And do you know who his target audience is?

Well its online marketers.

You see the secret is that if he can make great online marketers of you and I, we will surely use or recommend all of his products, because his products solve certain problems that online marketers face, like tracking and understanding user behaviour.

But for me and you to trust him, he would need to teach us everything there is to know about being better online marketers and the exact steps to follow to do so, isn’t that right?

So you see what I’m getting at here?

You need to show your ideal client that you know how to get the job done the right way.

This way they will trust you.

And the bonus part is; if your ideal client doesn’t want to do it themselves, they can hire you because they now know the steps to take to acquire whichever service or product you offer.

To teach people, always think of writing “how-to posts or ultimate guides”.

So if you were a freelance copywriter like me, think of this post as an example.

Now that you know why you should teach your ideal client what you know, write down all the skills you have on a piece of paper or on a word document.

Okay, so now that you have your list of skills, you need to understand that your post must have a certain purpose and you can choose quite a few.

Let’s cover that in step 2.

Step 2: What do you want to accomplish with your post?


As I said, you don’t want to write a blog post just for the sake of writing for your business.

Maybe if you have a personal blog, but surely not for your business.

Think of every blog post you write as a salesman.

Every sales rep has a goal in mind when he does cold calling (which I hate by the way) or when he visits a prospective client.

And you must do the same with your post.

So if you write a how-to post, what do you want your reader to do next?

Do you want them to comment on your post?

What about subscribe to your newsletter to receive more of your content on a weekly basis?

Read a related post?

Do you want them to like your Facebook page, or do you offer your service at the end of your post like I usually do?

Whatever you decide, always give your reader a next step and write it down so you know.

I want to give a bonus tip: They say the money lies in the list… So if you really want to make money with your blog, let’s say you’re selling a digital product, get new readers to subscribe to your list and give them something in return.

But…

Step 3: Who is your ideal customer?


Here are a few questions you can ask yourself to identify your ideal client to understand your buyers’ persona:

1. Their background: family, job, career.

2. Demographics: male or female, location, income and age.

3. Identifiers: demeanour, preferred communication.

4. Challenges: primary and secondary challenges (pain points – what keeps them awake at night).

5. Goals: primary and secondary goals.

6. What do they say about their goals and challenges?

7. What can you do to help with their goals and overcome their challenges?

8. What are the objections they may face when using your service?

9. Marketing message: how should you describe your solution for their problem?

10. How to offer your solution?

You can brainstorm these points I made and create your content accordingly.

I also want to give you a tool you can use to see who your target audience is, or your competitor’s for that matter, assuming your website is fairly new.

Head over to Alexa.com and click on site overview and type in your competitors or your own URL .

Now analyse the data.

I will use ShoutMeLoud as an example.


As you can see, the majority of Shout Me Loud’s reader base are male with higher education and they mostly visit the site from their home.

Take time and write down these questions and understand who you’re going to write for.

So now you know who your target audience is, let’s see if there is a demand for your product or service.

Step 4: See if there is a demand for your skill


I told you to write down the skills you have, so now it is time to see how people are searching for your product or service and if there is a demand for it.

So go ahead to Google and start typing how to (your service or product)…

I will use my post as an example.

As you can see, Google suggest uses an autocomplete prediction that is generated by an algorithm based on how often users have searched for the term.

Now if your site is fairly new with a low page or domain authority, I will suggest you use these long tail keywords with low competition because they are more specific, instead of short tail keywords consisting of only one to three words, which is also much more difficult to rank for in search engines.

Okay so you have your long tail keyword, now let’s head over to Google and type in adwords in the search box.

Go ahead and login with your gmail account, head over to “tools” and click on “keyword planner”.

You will now need to click on “search for new keywords using phrase, website or keyword”.

Type in your long tail keyword and leave the landing page and product category fields empty and target whichever country it is that you would like to target and click on “get ideas”.

This is how my example looks:

As you can see on the screenshot, I’m targeting US with an average of 10 monthly searches per month, and because the competition is low it will be fairly easy to do well in search.

So is there a demand for your product or service?

If not, go back to Google and try asking it in another way, but remember Google has to suggest the long tail otherwise you will get stuck with no results.

Follow this process until you find a demand and take notes of what works and what doesn’t.

You can also read this post if you’d like to have a list of more tools you can use to find long-tail-keywords.

Okay now let’s see how the other bloggers are presenting it to your target audience.

Step 5: See how other professionals are presenting your skill to the market

You now want to explore and see what other bloggers in your niche are writing about and the easiest way to do this is to enter your keyword in Google search box and see the results you get.

With my topic, some big players like HubSpot and Forbes are dominating search but that’s okay, I just want to see what they wrote about and what I could do to improve it and make it more interesting.

So now it’s your turn.

Do a quick search for your keyword and read those top posts and jot down all the points that those top players are writing about.

Another awesome tool you can use to check your keyword is Buzzsumo. They analyse what content performs best and who shares it.

Just place your keyword in their search box and press Go!

The purpose of this exercise is to have a look at what the influencers are writing about and how many shares those posts got and to visit those sites and see what they wrote about and take note of it.

Okay so you wrote down your skills, you know what you want to accomplish with your post, you know who your ideal client is, you know there is a demand for your skill and you also know what other top bloggers are writing about to get traffic and shares.

So now that we have that covered, it’s time to dig in and create your master piece.

Want some coffee? Go and make some, stretch your legs and meet me back in 10 min.

Okay your back.

Let’s begin with your title.

Step 6: How to write a title for your post

Your title will guide you to draft the right outline for your post which we’ll cover in the next step.

So now, take your long tail keyword which you found in Google suggest and analysed in keyword planner and make it more clickable.

Your headline is the first thing your target will see in Google search. So it has to be good enough so that they will click it.

There’s also a description that they will see but we’ll cover that later.

For now, focus on your title.

For example, this is how I did it:

I wanted to write a “how to post” for new bloggers and marketers who entered the industry, who knows the value that blogging brings for their business, who wants to write posts to get traffic for their business, but doesn’t know exactly how.

As you’ve seen in Step 4, Google suggested “how to write a blog post for business” to me, and I saw that there is a demand for that keyword so I wanted it to be a bit more specific so I added “that drives traffic” to it to be even more specific.

Cool right?

Now you can do the same for your title, I’ll wait.

Okay so now that you have your title and know what your reader might expect when he reads your headline, it’s time to write your outline.

Bonus: I will show you more tricks in step 8 about the types of headlines you could use for your upcoming posts that convert well.

Step 7: Outline your post according to your title

So you have your notes from step 5 with you?

It was all the points the top bloggers and influencers made and discussed about the topic you want to write about.

Now I suggest you take your time doing this, because no one really can help you with this accept yourself.

I’ll tell you why: Most of what is written on the internet is done by bloggers and marketers who write in their own voice or use their own way of teaching or discussing a subject.

So it will be your responsibility to write and structure your content so that your readers will read your post to the end and say wow, I would really like to read more about what he has to say.

So I will suggest that if you write a guide or how to post for this exercise then take a pen and piece of paper and write step 1.

Don’t worry at this stage about the introduction; just outline what you want to cover by using steps.

Go and sit under a tree or somewhere where it is quiet and think about how you would have liked the post to be and what steps you would need to take to go from point A to point B.

Write everything down that comes to mind.

It doesn’t have to be perfect at this stage, just get it out on paper. Or your note pad, just as you prefer.

I like to write my outline on a piece of paper and when I’m satisfied I type it out on a word document.
You can arrange the order of your post when you’re done writing it on paper.

Okay this might take a while but don’t pressure yourself, you have all the information in front of you.

I’ll wait.

Okay so you’re done? How do you feel?

Awesome, now let me show you how to structure your post.

Step 8: The structure of a blog post

Your post will consist of 5 parts:

1) Your headline

2) Add an image that resonates with your post

3) Introduction

4) The steps or points you want to cover

5) Conclusion

Let’s cover each step in detail:

1) The headline

You remember I said in step 6 that I want to show you some tricks on how to write a headline in your upcoming posts?

I will do that, but first you need to understand that a headline is worth 90% of your effort.

You can have the greatest piece of content, but if no one clicks on your title what’s the point?

Did you know that 80% of readers never make it past the headline? Scary, I know.

But the good part of this strategy I showed you is that you know that people are actually searching for your keyword.

Just keep your word count under 70 characters for it to show fully on the search page.

So it’s your job to make it more seductive and more specific so that people would rather read your post.

Finally for the bonus part: What type of headline can you use in your upcoming posts that convert well?

  • How-to…
  • Guides – The ultimate guide to seo if you have no experience
  • Lists posts – 10 tips to read to become an online marketing expert tomorrow
  • Reviews – Check these reviews on using WordPress for your new website
  • Case studies – Smart growth case studies from 3 top billionaires
  • Interviews – 10 min interview with Bill Gates on how solar paint works
  • Research – This research shows why infographics are effective
  • Roundups – 43 Experts reveal 3 favorite link building tools

So there you have it. When you plan on writing a new post for your business, keep these points in mind or better yet, write them down on your note pad for easy access.

And one more thing: Always write any ideas down that you get for an upcoming post or something you need to add to an existing post.

This way you won’t run out of ideas. The thing is, most people including myself get lots of ideas but to write for a big audience is the challenge, that’s what we will cover in step 9.

Now that you have the headline covered, let’s move on to the image.

2) Add an image that resonates with your post

I won’t spend a lot of time here on images because I thought I would rather cover it in step 10 to show you what software I use and where you can download free CCO images for your posts, but for the structure of your post let me explain why you need images for your post and also how many you’ll need.

First of all, adding an image to your post just after your title will make your post come to life, because it improves engagement.

Do you like to read a post without any images?

Well I don’t, especially if the author is trying to explain a subject like how to install a WordPress plugin.

On SML, Harsh likes to show his readers how to do things with visuals and that’s what you should do too.

So, how many images do you add to your post?

Enough, hehehe…

What I’ve learned is that you should definitely have an image after your headline that summarizes or relates to your post.

From there you could have an image after every sub heading, and also have enough screenshots or images when you’re explaining a subject to a person so that they can understand properly. You could even add a video to make it more personal.

With that said, you now know how many images you should use in your post and why you should use them.
Now let’s cover how to write an introduction.

3) Introduction

So if I asked you to write me an introduction for this post, what would you have done?

I want you to think for a few seconds. How would you captivate a reader’s attention to want to keep reading your post to the end?

Here are a few points you can take to heart and use in your introduction:

  • Keep your first sentence short
  • Contains your keyword for search engines
  • Speak to one person and use the word “you” a lot
  • Start with a question that leads to a yes, but address the concern or problem that you can solve
  • Or say something unusual
  • Tell a related story
  • Give a statistic
  • Why is the subject important?
  • You articulate what the post will cover

There you have it, 9 points to captivate your reader with your introduction.

So now we need to dig into the meat of the post.

Are you ready?

4) The steps or points you want to cover

As with everything in life people want value for their money, including you, aren’t I right?

The same with your blog post.

From your introduction, you lead your reader to the first step and you actually teach them what you promised.

The body of your post is the part where you deliver the ingredients to bake the cake, if I can put it that way.

When you write the body of your post you can also build more trust with your reader when you link out to authority sites to provide them with additional resources and proof of your statements. Also, link to your own posts because it strengthens the authority of your sites internal pages.

And then, do write in a conversational style as if you were talking to me, this way you will engage better with your readers.

Also include an image with every point you make as I mentioned previously because it adds flavour to the words, plus people really like images, well don’t you? You only have to do it if you want to.

Now if you’re concerned about site speed and loading time, use this plugin.

After every point you make you have got to include a transition from your current point to your next point

Note: Remember to space up your text because it makes reading a lot easier and your readers will thank you for it. So have white space between paragraphs because it gives the reader’s eyes a break.

And how do you feel about this post so far? I hope good.

Let’s cover the last part on how to structure your post.

5) Conclusion

As with all good things in life, some things must come to an end.

For every post you write it has the same process.

A good conclusion consists of the following:

  • Make it short and don’t add extra steps or points
  • Recap your main points with a few sentences.
  • Restate why it is important
  • Don’t add images
  • Add your personal comment on the post
  • Provide a CTA (call-to-action) where you direct your reader to do something like subscribe to your newsletter, like your Facebook page, or share your post with their friends if they found it helpful.

And ask questions that gets your readers to comment. Awesome stuff, are you pumped up to start writing?

Step 9: Just write

This is the part where discipline comes in.

You now have your structure, so all that is left is just getting the words on a word document. This is just how I prefer to write, you can write it whichever way you feel comfortable to.

Set a goal for the day, say 1000 words no matter what.

Then start by writing 500 words on your first session, save, take a break, stretch your legs, take a walk, drink some coffee or water and begin again.

If you stick to this process you can produce a lot of content per month.

Now a question you need to ask yourself is when do you prefer to write?

Is it early mornings, at midday or at night?

I usually prefer to write during the day but you can do things differently.

Either way, if you really want to write and become better, stick to this method and produce a minimum of 500 words a day.

And remember to always write as if you’re writing for a huge audience, this way you will produce better content for your own site or when you write a guest post for an influencer or publication.

You now know what to do when you want to become a better writer and produce content on a regular basis.

But you need to have images for your content right?

Can you remember I told you I will show you what software I use to create images and where you can download images for free?

I’m a man of my word so let’s not waste any time and proceed.

Step 10: Create or get images that resonate with your post

You’ve heard the saying: One picture is worth ten thousand words?

So let me first give you a site where you can download free CCO images where you can modify, distribute and use them royalty free with no attribution required even for commercial use.

So without further ado I give to you:

Pixabay, where you can download thousands of stock photos at your disposal.

Just create an account and you’re ready to go.

You can also read this article for 9 more sites where you can download free stock images.

I only give you my personal preference of what I use. If you know of any other free CCO-licensed sites, please do let me know.

If you want to modify or design your own images or infographics like me, you will need to learn to do it with photo editing software as you probably already know.

Here are 2 of the image editing software that I use personally:

1) Adobe Photoshop

2) Paint.net

I will not be showing you in this post how to use this software, but I did keep my word to tell you what I use.
If you’re interested in learning how these photo editing programs work I will suggest you watch a bunch of YouTube videos.

You now have all the steps to create your own blog posts that drive traffic and you also have the resources to add awesome images to your post.

So now it’s time to edit.

Step 11: Editing your masterpiece

Don’t be too hasty with this step.

When you have completed your entire post, leave it for a whole day or even two before you proofread it, because the chances are more likely for you to notice mistakes and you will see your post from a different perspective.

Proofread your post out loud up to 4 times to see if you catch any errors and do a cross check on citations.

If you aren’t very good with proofreading like me reading over missing letters, get someone on your team to help you, a close friend or a family member who has a good understanding and an eye for spelling, punctuation, grammar and syntax.

You can also hire a professional editor from Upwork to make changes and suggestions that will improve the overall quality of your writing before you publish.

Try to be professional and do your best work every time, because that way people will take you seriously.

When you’re satisfied with your post its time to optimize it before the world finds it.

Step 12: Optimize your blog post before you press publish


It will be a shame if you put in all the effort to write a blog post and no one finds it right?

That’s why I will suggest you read these 2 posts to optimize your post for SEO:

To write and optimize your content for search engines and humans goes a long way, but the benefits of ranking on the first page of Google can build your reputation and make you more money.

Conclusion

There you have it. The whole process you can follow to create and optimize your own blog post to generate organic traffic.

Remember that everything in life wants to grow to its full potential, as with plants, humans and also companies like Google.

And with Google’s machine-learning artificial intelligence system called “RankBrain” which helps to process its search results as reported by Bloomberg, and many other factors, you will need to stay current with industry news and do your own research to stay a top online marketer.

But for the purpose of this post I think I have explained what I’ve promised.

Please do share with your friends who you think might need this advice if you found it useful.