There’s about a gazillion articles out there telling you how to write great blog posts. I’m going to boil it down to three elements.

You can spend years trying to find a winning strategy for the perfect blog post. Here’s a news flash: there isn’t one.

You need to do three things to produce a post that works for your reader. So, here we go.

1. Research, research and more research

There’s an old saying:

If you don’t know where you are going, you’ll probably end up somewhere else

At least 80% of a good blog post comes from research. You have to know what you are writing about.

When you get that bit nailed, the words follow on in a natural flow. Know what you are writing about first and know it well.

My research notes for this post add up to more words than the post itself. The research part is a big part of the fun. There’s a lot of satisfaction to be had finding stuff out. Even if you think you know the topic already.

2. Write for your reader

Nobody gives a crap about what you think. Visitors hit your blog trying to find stuff out. Don’t make it hard for them.

Part of the research in step 1 should include keyword searches to find out what folk are looking for on your topic. That way, you’ll know if your post idea is going to be effective.

It’s your blog. You can write about whatever you like. But the assumption is that you want people to read it.

Give them a reason to.

3. Sound like you

Blog posts should be easy to read. It doesn’t matter what you are writing about.

Stuffy, over-blown language will sink your post into the annals of shite nobody reads.

There’s no magic here. Write how you sound when you speak.

When you’ve nailed your post, read it out loud before you publish it. I’m going to bet you edit it in some way.

That reading out loud test is one of the finest pieces of writing advice I’ve ever heard.

It checks that you’ve written in a natural voice. It helps you to check your grammar. Trying to read something out loud with poor grammar is not nice.

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Writing a compelling blog post needs:

  • Plenty of research
  • Writing for your reader
  • Sounding like you.

That’s it, there’s nothing else required. Get those thing right and your post will work for your readers.