A Step-by-Step Guide to Writing Great Blog Posts

May 17, 2023 at 4:26 pm

If it seems like everyone has a blog these days, you are right.

From plumbers to insurance agents, many professionals post content that helps educate existing and potential clients. Blogs help clients find you online, and establish you as an expert in your field. Ideally, your blog will make your craft sound easy enough that the reader could possibly do it on their own, but time-consuming enough that they should probably leave it to a professional (you!). So, although you may feel like you are giving away your secrets (ahem, like a writer telling you how to write your own blogs), sharing insider information will actually show potential clients the value of your services.

If you are hesitant to write your own blogs because you don’t know where to begin, this step-by-step guide will help you break down the process.

1: Create a content calendar

Before you sit down to a blank computer screen, map out your blog schedule for the next several months. First, decide how frequently you will post new blogs. Whether you choose to post weekly or monthly, it is important to produce new content on a regular basis. Websites that regularly post unique content benefit from higher search engine rankings than sites that sit stagnant. Another note—reposting someone else’s entertaining or educational post on your site is not only copyright infringement, it will hurt your SEO ranking, because Google easily detects repeat content, and will flag your site.

Next, decide which topics you will write about. If you are stuck, think about questions that clients frequently ask, or topics you repeatedly educate people about. These topics make excellent blog posts. You can also consider timely or seasonal topics. For example, a real estate agent may post about increasing curb appeal in the spring, and winterizing your home in the fall.  

2: Decide what format your blog will take

When you consider the topic you are going to write about, your head will likely swirl with thoughts and facts you want to share. However, it is important to share that information in an organized, easy-to-digest manner. Whether you are writing for pet owners, veterinarians, or industry professionals, keep in mind that your reader likely knows little about your business, so you want to keep it simple.

Choosing a blog format is the first step toward organizing your thoughts. For example, if you want to share tips and tricks of your trade, then a listicle is a good way to go. If you want to explain a process, then a step-by-step guide—like this one—works well. Some popular blog formats include:

  • X ways to…
  • How to…
  • FAQs about…
  • Common misconceptions about…
  • X little-known facts about…

Once you establish your format, you can come up with a catchy title that conveys exactly what your blog will tell the reader. 

3: Outline the blog content 

I can sense you rolling your eyes. But, hear me out.

An outline is the best way to ensure your facts and information are presented in an organized, easy-to-follow manner. And, your outline doesn’t have to be eighth-grade English-class formal. It can simply be a cohesive list of ideas you want to address, with bulleted details under each. 

If you get stuck at this point, let artificial intelligence do the heavy lifting. Submit a detailed prompt, such as, “Give me a list of 10 subheads for a blog post about selling a veterinary practice,” or “List 10 ways veterinary practices can increase their value” to an AI chatbot, such as ChatGPT, for inspiration. 

4: Convert your outline to blog copy

Once you get to the actual writing part, the process should be easy since you have already laid the groundwork. Start with a short introduction that will catch the reader’s attention and explain what the blog is about. Next, using the supporting details you have outlined, write a few short paragraphs for each section. Lastly, write a short conclusion with a call to action that includes a link to your business’s website or contact page.

5: Have a colleague proofread the blog

Lastly, ask a trusted colleague or friend to proofread the blog. Ask them to check not only spelling and grammar, but also that the blog flows smoothly and is easy to read. If possible, also ask a member of your target audience to read the blog to ensure they understand the content.

Writing blog posts is easier than it sounds, but if you don’t have the time to devote to this important marketing task, reach out to a professional for help. The VetPartners member directory can help! 

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Dr. Angela Beal

Angela Beal, DVM, is COO of Rumpus Writing and Editing, a veterinary-specific writing and editing company. Her past endeavors include working in small animal practice and directing a veterinary technician program for 15 years. Angela resides in Columbus, Ohio, with her husband and two soccer-loving teenage boys.

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