Whether you’ve recently launched a blog or your blog posts aren’t bringing you any value, we turned years of experience creating content as a 115-person agency into 12 steps that will help you write a good blog post.
A brand’s blog is an important pillar of the business. It’s a channel for customers to understand the story behind your brand, build your brand’s image and online presence, and, ultimately, understand more about who your customers are.
It’s not enough to write blog posts just to keep your website updated. We’ve helped numerous brands grow their search presence, organic traffic, and customer base through their blog content — strategies that now deliver more than $86 million in annual traffic value.
Here’s our exact process used to drive organic traffic through actionable blog posts, distilled into 12 easy-to-understand steps.
- Define Your Audience and Article Purpose
- Nail Down a Topic
- Consider Your Distribution Strategy
- Do Your Research
- Outline Your Blog Post
- Craft a Compelling Title
- Write the First Draft
- Edit and Polish Your Post
- Add Design Elements
- Optimize for SEO
- Insert a Clear Call to Action
- Watch Your Customers Convert
1. Define Your Audience and Article Purpose
Before you write a single sentence, you need to know who you’re writing for — and why you’re writing it.
If you don’t yet have buyer personas or a representation of your ideal customer, start by identifying who makes up this group of people.
While it’s helpful to know your reader’s age, profession, location, or industry, what really matters is understanding their goals, challenges, pain points, fears, and existing knowledge.
Here are some ways that you can uncover those insights beyond basic demographics:
- Examine your email database: If you’ve captured emails from current or prospective customers, dive into how you got these leads to identify who the customers are.
- Analyze your organic traffic: Look through your traffic to understand how people are finding your site through your acquisitions.
- Ask the sales team: Your sales team has insight into the customers they’re interacting with the most. Pick their brain. If you’re on a small team, consider what group of people has been largely interested in your product or service.
- Hold one-on-one conversations: Talk to your customers. Understand more about them through one-on-one conversations to learn more about who they are.
Once you understand your audience’s emotional and practical needs, determine your article’s primary purpose. Is your goal to inform, entertain, persuade, or inspire?
Most importantly, define what you want your reader to do after they finish reading. Whether you want them to sign up for a free trial, download gated content, share the post, or subscribe to your newsletter, the desired action should shape the entire structure of your post, from the title to the CTA at the end.
Once you understand your audience better, you’ll be able to write blog posts that answer their biggest questions and concerns. The value you deliver will keep them coming back to your blog and can, in turn, win them over as valued customers.
Let’s take a look at a brand who clearly mapped their blog posts to their ideal customer: The Knot.
The Knot understands their audience (engaged couples often overwhelmed by the complexity of wedding planning) and writes helpful how-to blog guides to ease their minds. Each article guides readers one step closer to planning their wedding, and nudges them toward using The Knot’s tools to do it.
The better you know who you’re speaking to and what you’re trying to help them do, the more effective your writing becomes.
2. Nail Down a Topic
Select a topic that will be engaging to your audience in conjunction with taking steps toward your content marketing and business goals, while having a clear opportunity to rank in search. You’re looking for the overlap between what people care about and what you’re uniquely qualified to write.
First, take a look at your competitors to see what type of content they’re creating that could also resonate with your audience. The simplest way to do this is to search for your product or service offerings and see what brands are ranking for it.
For example, if you’re a company that refinances student loans, you could search “student loan refinancing,” which results in companies such as NerdWallet, SoFi, Credible, Earnest, and more. These are competitors who write blog posts with similar goals in mind to yours. From here, you can dive into their content to inspire topics for your blog post.
Here are some tools you can use to help you find a topic for your blog post:
- Semrush: Dive deep into what’s converting best for your competitors and use your expertise to write a blog post that does an even better job of answering search intent.
- Ahrefs: Run a content gap analysis to uncover what your competitors rank for that you don’t.
- BuzzSumo: Learn more about what topics perform best in your industry and capitalize on it.
- Reddit: Use posts and subreddits that are related to your brand to inspire content ideas.
- Google News: Identify news in your industry or related to your product offering.
Before finalizing your topic, double-check the search engine results page (SERP):
- Is it dominated by guides? Tools? Thought leadership?
- What sort of SERP features are displayed?
- Can you bring a unique angle or improved formatting?
A great blog post should resonate with your audience while filling a real gap in what already exists online.
3. Consider Your Distribution Method
You understand your audience and have picked a topic to write about. Now it’s time to ask yourself: How will someone read this?
This question is often overlooked (and even by major brands). And that’s often how some blog posts end up missing the mark.
We consider the distribution method upfront to help shape our blog post with our reader’s in mind. These are the possible angles your blog post distribution method could stem from:
- Your email and social media audience: If you have built up an audience, it’s a no-brainer to share your content with them. However, if not, it’s even more important that you lean on the points below.
- Rank through organic search: If you don’t yet have an audience, going after search is a great way to build one. Target an attainable and fitting keyword research for your blog post.
- Egobait outreach: If you reference or quote someone in your blog post, you’ve opened up the perfect opportunity to notify them about your post when it’s live. This could lead to a link on their site or a mention on their social media page.
- Promotion: Choose a topic that warrants other sites to link to you through actively pitching them once it’s live.
You’re not limited to one approach, but your blog post will be much stronger if you’re prepared for distribution prior to the writing stage.
4. Do Your Research
Before you write a single word, do your homework. Research isn’t just for term papers and Wikipedia rabbit holes. It makes your blog more credible and also gives you clarity, confidence, and often, a more original angle.
Start by searching your target keyword on Google and examining what’s already ranking. Look at post structure, content length, and what questions they answer. Is there an AI Overview or a featured snippet? Are there People Also Ask questions you should cover? Use the SERP to reverse-engineer what Google and readers expect from a top-performing article.
Once you know what’s already out there, dig deeper to find reputable information:
- Scholarly sources: Use scholarly databases like Google Scholar, LexisNexis, and EBSCO to find trusted journals and peer-reviewed studies.
- Government sites: Public resources like census data, health studies, and economic reports are often hiding in plain sight on government websites. Use search operators like “inurl:.gov car emissions 2025” or “student loan default inurl:.gov” to surface them.
- Credible news sources: Refer to trusted publications for credible information such as The New York Times, The Washington Post and Bloomberg.
To find a more original angle, you can:
- Spot content gaps: Tools like Ahrefs’ Competitive Analysis and Google Search Console can show you what related keywords competitors are ranking for that you aren’t.
- Find fresh angles: Reference Reddit, YouTube comments, or Quora threads to see what real people are asking. Or use the V.I.N.E.S. framework (video, images, news, experts, social) to uncover new ways to add depth to your post.
- Layer in originality: Don’t just regurgitate what others say. Research supporting points, run a survey, or include proprietary client insights to give your piece unique value.
If you’re looking for unique quotes, reach out to experts in the field you’re covering. Here are some ways to source quotes from subject matter experts:
- Search strings: You can find experts who have covered specific topics through search operators such as: “financial expert” intitle:loans. Once you have the expert’s name, you can search for their personal website or reach out to them via LinkedIn or X (Twitter) to request a quote.
- HARO: You can use Help a Reporter Out (HARO) to ask for a quote in a mass email to PR folks, many of whom represent experts in various fields.
Doing your research before the writing phase will allow you to shape your story before putting pen to paper. And, since it takes time to source quotes or run a survey, it’s helpful to start the process before writing your blog post to see what you can come up with.
5. Outline Your Blog Post
A key component of writing a good blog post is to organize your thoughts in an outline before writing the post. The structure will help keep you on track in the writing process and will help you rank for your intended keyword.
Start your outline by including the expected URL, meta description, category and more at the top for quick reference. Then, include the title options at the top with placeholders for the body.
Consider what format will best appeal to your readers such as a listicle, news piece, infographic, long-form guide, etc.
6. Craft a Compelling Title
Your blog title is your first (and sometimes only) chance to grab someone’s attention. It’s the first thing people see in search results, on social, or in a newsletter, and it’s what determines whether someone clicks or keeps scrolling.
Start by scanning the titles of top-ranking posts for your target keyword. That should give you a good idea of what patterns and title formats dominate Page One.
Then, build your title using one or more of the five B.R.A.V.E. elements that drive CTR:
- Brand: Does your title signal authority? People are more likely to click if they recognize and trust the source. If your brand is well-known, lean into that.
- Recency: Use dates where it makes sense, especially in fast-moving industries. For example, “2025” or “June update” signals freshness and relevance.
- Amount: Numbers promise clear expectations. Use them for steps, tips, or tools (“7 Ways” or “100 Ideas”).
- Velocity: If relevant, show how fast or easily you’ll help readers do something (“in 5 Minutes” or “Without Coding”).
- Economy: If your post involves savings — time, money, effort — make that obvious. Titles like “Free Resume Templates” or “Budget-Friendly Meal Plans” hook readers quickly.
Titles that capture attention require more than just creative phrasing. To drive real clicks, they must also match user intent and stand out in a crowded SERP.
We go more into detail about how to improve title tag CTR in a separate blog post, but for now, here are some quick tips:
- Keep it under 60 characters. Anything longer risks being cut off in the search results.
- Use brackets to highlight bonuses (“[Free Template]” or “[Infographic]”).
- Use odd numbers in listicles — they tend to perform better.
- Go beyond the obvious. Instead of “How To Start a Blog,” try “How To Start a Blog (and Not Regret It in 6 Months)”
- Avoid clickbait. Curiosity is good; deception is not.
Once you have a few attention-grabbing title options, you’re ready to outline your blog post.
7. Write the First Draft
Now’s the time to get your hands dirty.
Focus on getting all your ideas down without stopping to self-censor or over-edit. The first draft is about getting the raw material out of your head and onto the page. Your inner critic can wait.
Keep your reader front and center as you write. Anticipate their questions, objections, or confusion. Think like a helpful guide walking them through the topic (instead of a lecturer).
And don’t forget to inject you into the piece. Use personal stories, metaphors, or bits of humor that reflect your voice. Personality builds trust and makes content more memorable.
As you write:
- Follow your outline, but don’t be afraid to tweak it.
- Break up your piece with paragraph breaks, subheadings, or bullets to allow readers to easily follow (or skim) your copy.
- Use placeholders (like “[insert stat]”) to keep momentum.
- Write the introduction last to make sure it’s a true representation of your blog post.
Here are some tools that will help you write your piece:
- AP Stylebook Online: Quick guidance on English grammar style and usage.
- Grammarly: An English language tool that uses artificial intelligence to improve your writing.
- Thesaurus: Can’t find the word you’re looking for? Thesaurus is a great tool to quickly find synonyms.
Once the draft is done, celebrate. That’s a huge milestone. You can always refine, cut, and polish later, but you can’t edit a blank page.
8. Edit and Polish Your Post
No matter how experienced a writer you are, it’s always encouraged to edit your blog post.
Even if you don’t have a designated editor on your team, we recommend getting another set of eyes on your piece. For example, in addition to having editors on staff, all writers are paired with an editing buddy to give a first pass at editing each other’s work. You can also turn to Upwork and hire an hourly proofreader.
Throughout the editing process, the aim is to:
- Analyze structure: Make sure that your blog post is easy to follow and in a digestible order.
- Proofread: Spell check doesn’t catch everything—confirm that everything is spelled correctly and grammatically correct.
- Ensure style and tone alignment: Make sure your piece follows the brand guidelines.
- Guarantee clarity: Confirm that you’re getting your point across to the reader with clear and concise copy.
Once your piece is edited, you’re ready to move onto the visual component of creating a good blog post.
9. Add Design Elements
Using design elements in your blog post makes it easily digestible for readers. Plus, you don’t need a big budget to make this happen.
Stock photos or screenshots are a great way to break up your post for free.
Here are some free stock photo options:
Although we utilize stock photos, we always choose the image with intention and with a priority to avoid “overly stock” photos. “Overly stock” photos feel hackneyed, less polished, and take away credibility.
Photos that exhibit true-to-life qualities such as natural lighting, composition and realistic subjects will not only be appreciated by the viewer, but will also project a higher degree of trustworthiness.
Adding a visual component will take your blog post to the next level.
10. Optimize for SEO
To ensure your blog post ranks well, it’s important to optimize content for search engines both while you’re writing it and in the final stages before publishing. This includes:
- Optimizing your title tag, URL, and meta description: Ensure each element reflects your primary keyword and compels clicks without sounding robotic.
- Utilizing long-tail keywords: Pepper related search terms naturally throughout the post to capture more niche queries.
- Adding descriptive, useful alt text to your images: Alt text serves two important functions: It helps users with visual impairments understand your visuals, and it provides search engines with context to index your images. Use clear, concise descriptions that explain what’s in the image and how it relates to the surrounding content. But don’t keyword-stuff. It should sound natural, like a short caption.
- Adding internal links to your other blog posts: Keep users exploring your site and support your site architecture with smart, relevant internal linking.
For more SEO advice, refer to our post on actionable SEO tips.
11. Insert a Clear Call to Action
Adding a call to action (CTA) circles back to the first step of understanding your audience.
A CTA is a prompt to tell your readers what to do next — whether that be reading another related post, sharing on social media, signing up for a newsletter, or another way to move them down the funnel.
You already have their attention, so this is the opportunity to continue showing your value as a brand in a strategic way. CTAs should have actionable, short text and good design, and they should trigger a sense of urgency in your reader.
An example of a brand that does this well throughout their blog post is Slack. In a blog post about team collaboration in remote work, they have a simple design component at the bottom of the post that encourages readers to register for a webinar on working remotely using their software.
Or, take a look at how Madewell captures emails and gender in their footer, which appears below blog posts and shopping.
Whatever your CTA tactic may be, don’t miss the chance to convert your reader to a customer.
12. Watch Your Customers Convert
A blog post is successful if it’s purposeful, captures your audience’s attention, establishes trust, and helps convert your reader into a customer. If you consistently replicate the process of writing a good blog post, you’ll be on your way to a successful content marketing strategy.
If all of this sounds hard to do or a little too time intensive for you to execute, check out our content creation services to get help from an agency with proven experience.
