Planning your blog posts

Paul Boag

Hey Paul! Any advice on how to plan your blogposts?

Blogging is hard. There is no doubt about it. It requires you to be committed, organised and have a very thick skin. However, equally there is no better way to promote your business, improve search engine rankings and demonstrate your expertise.

When I first read Jon’s question I had a look at what I have written in the past on the subject of blogging. It turns out that I have written quite a lot over the years. So instead of repeating myself, I am going to take various pieces of advice from those other posts and bring them together here.

So here we go in no particular order…

A good blog post should be a dialogue

The most successful blogs are more than a broadcast tool. They are a dialogue between the individuals within your organisation and your users.

You should be encouraging users to contribute to your blog through comments and constructive criticism.

A blog post is not a press release

As the name implies a press releases is meant for professional journalists. It is designed to encourage journalists to write about your product or service. It is not designed for your customers. A blog on the other hand is meant to be read by prospective and existing customers.

Keep the end user in mind

When writing a blog post you should always have the end reader in mind. What will they learn? What insight will this give them into who we are? How will it help build our relationship with the reader?

Make it personal

People don’t like, trust or want to work with corporations. We associated those feelings with individuals, not companies. It is therefore important that a corporate blog is about the people within your organisation, not the organisation itself. Your blog should focus on different people and the role they perform with your company. They should be able to demonstrate some of their personality as well as share their expertise.

Keep it short. Keep it scannable

With so many blogs online you need to make your posts stand out from the crowd. Always ensure users can get the gist of what you are saying by just scanning the post. This can be achieved using a number of techniques…

  • Summarise a post at the beginning and in the title. Don’t leave users guessing what the subject is.
  • Be controversial to grab users attention.
  • Use headings as a way of grabbing attention and summarising content.
  • Use images to break up the copy and communicate key points.

Do not feel all of your posts need to be an essay. Short posts that propose a question or draw the readers attention to another site are just as engaging. Anything that is of value to the user is worth posting.

Vary the style of post

Remember that there are lots of different types of blog posts. It is easy to get stuck into one type of blogging and that can seriously limit potential subject matter.

My post entitled Successful Company Blogging lists a number of post types you might wish to consider.

Just write. Edit later.

I would highly recommend just writing with no concern for grammar, spelling, or the readability of your post. The initial draft should be about getting your ideas down on paper as quickly as possible.

Or as Ernest Hemingway put it:

Write drunk; edit sober.

More advice

If like Jon you want more help blogging. Why not have a look through the articles I used to put together this post…

“typewriter vector” image courtesy of