How to write a great blog post: A to Z guide

Introduction

Blogging is still a powerful way for businesses to get noticed online. It’s a key part of digital marketing, helping drive traffic to your website and establish you as an authority in your field. But with millions of blog posts published every day, how do you make yours stand out?

Writing a great blog post requires both creativity and a plan. It’s not just about writing well; it’s about understanding the basics of search engine optimization (SEO). This means:

• Targeting the right keywords
• Understanding what users are looking for
• Making your post easy to read

This guide gives you practical steps to create blog posts that attract readers, rank higher in search engines, and support your marketing goals. Instead of handling it yourself, you can also hire our expert team to handle the entire process, using the same powerful tools we’ll discuss here.

Find a Proven Topic with Keyword Research

The first step to a successful blog post is choosing a topic that people are actively searching for. This is where keyword research comes in. Instead of guessing what your audience wants, keyword research gives you data to ensure your content is relevant and in demand.

Here’s how to get started:

1. Brainstorm: Think about the main themes related to your business. These are your “seed” keywords. For example, if you’re a real estate agent, seed keywords might be “first-time homebuyer,” “mortgage rates,” or “neighborhoods in [your city].”
2. Use a Keyword Research Tool: Tools can turn these seed terms into a list of potential topics. They show you what people are actually typing into search engines. This is the key to finding proven, in-demand topics.

If you need help choosing a keyword research tool, check out our analysis on the best keyword research tools for small businesses.

Metrics to track in the keyword research tool:

• High Search Volume: This shows how often people search for a term each month.
• Low Keyword Difficulty (KD): A lower KD means you have a better chance of ranking for that term.
• Long-Tail Keywords: These are longer, more specific phrases that often indicate a higher purchase intent.
• Questions Tab: This reveals the questions your audience is asking, which can provide great blog post ideas.
• Traffic Potential (TP): A high TP indicates the traffic you could gain if you rank number one for that term.

You generally want to aim for keywords with high search volume and low competition.

Competitive Analysis:

• Check Competitor Rankings: See what keywords your competitors are ranking for, especially if you find their websites in search results where you think you should be.
• Identify Content Gaps: This can help you find keywords with high traffic and low competition.

Alignment with Business Goals:

• Choose keywords that align with your overall business objectives and content marketing strategy.
• Don’t just chase low-competition keywords with good volume if they’re not relevant to your business. This can lead to high traffic but low impact on lead generation.
• Likewise, don’t be afraid to choose less obvious keywords to stand out from competitors. The goal is to attract valuable traffic for your brand.
• Be selective and keep your business goals in mind.

Our AI-powered keyword research tool simplifies content planning and ensures you target the highest-potential keywords and topics for your business.

Determine the Search Intent and Angle of Your Topic

Once you have a promising keyword, figure out the why behind the search—the search intent. Understanding what users want to achieve with their query is crucial. You need to create content that satisfies both search engines and your readers.

Here’s how to analyze search intent:

1. Examine Top-Ranking Pages: Look at the top results for your keyword. Are they mostly blog posts, product pages, videos, or something else?
2. Analyze Content Format: Are the top pages primarily guides, listicles, product reviews, news articles, or opinion pieces? Knowing the typical format helps you deliver what readers expect. For example, “best standing desk” will return product reviews or comparison lists, not how-to guides.
3. Consider Content Angle: Is the existing content beginner-friendly, focused on a specific time frame (e.g., “best practices for 2024”), or offering a unique perspective?

Answering these questions gives you insight into user needs so that you can tailor your content accordingly.

How to create a unique angle:

• Counter-Narrative: Challenge conventional wisdom or offer an unexpected perspective.
• Shock and Awe: Surprise your readers with unexpected insights.
• Relatable Approach: Create content that makes your audience feel seen and understood.

Key Question: “What unique perspective or information can I provide that others haven’t?”

If we had to explain this section in one sentence, it would be: aim to create a blog post that is more comprehensive and valuable than what already exists.

Craft a Detailed Outline

So you’ve shortlisted a topic and analyzed search intent. Now you are ready to begin writing an outline of the blog post.

A good outline is the foundation of a strong blog post. It’s your roadmap, guiding you through the writing process and ensuring your ideas flow clearly. Without an outline, you might lose focus, repeat information, or miss important points. A good outline improves both the writing process and the final product.

How to create a detailed outline:

1. Main Sections (H2s): Use your keyword research and search intent analysis to create the main sections of your post. These are often designated by H2 tags.
2. Subtopics (H3s and H4s): Use a content gap analysis to identify subtopics. A content gap tool reveals subtopics and keywords that appear frequently on top-ranking competitor pages. If these keywords align with your target terms, they likely indicate relevance for readers. Use these subtopics as inspiration for your own work. This ensures your post is thorough and addresses key elements readers expect, without directly copying competitors.
3. Don’t Copy Competitors: Use the structure of top-ranking pages as inspiration. Then enhance it, improve on it, or add your unique flair and point of view.
4. Fill in Details: Add bullet points, notes, and initial ideas to each section. Each section and subsection should have clear goals for what will be discussed and achieved. Include information from your own experience and further research.
5. Use Templates (But Customize): Consider using blog post templates for standard formats like “how-to” or “listicle” articles to ensure the final output is consistent with what readers expect.
6. Outline as a Standalone Document: Your outline should clearly indicate how you’ll cover all key points, satisfy user search intent, and convey key information. It should function as a standalone document detailing what your final post will convey.

Here’s what a good content outline should look like:

Write a First Draft and Polish It

With a solid outline, it’s time to start writing. Focus on getting your ideas down without worrying about perfection. Think of it as “throwing your thoughts on paper,” not creating a finished product. This helps you capture your thoughts and avoid writer’s block. Don’t stop or self-censor. Just write.

Here are some tips for writing your first draft:

• Use a distraction-free writing tool: Hemingway Editor is one such example that has a Write/Edit mode. You can also use Microsoft Word with the distracting grammar checks turned off.
• Follow Your Outline: Expand upon each section methodically. This is where you’ll turn your outline into engaging, informative prose.
• Write Clearly and Conversationally: Use simple, engaging language like you’re speaking directly to a reader.
• Support Your Points: Use real-world examples and cite reliable data and research to back up your statements. This makes your post more persuasive and useful.
• Use the PAS Formula for Introductions: Frame your intro around a Problem, Agitate the problem, and present your post as the Solution. This captures attention and encourages readers to continue.

After completing your first draft:

1. Take a Break: Step away for at least one or two days to return with fresh eyes.
2. Revise: Focus on clarity, flow, grammar, and style. Transform your rough draft into something special.
3. Use Tools: Employ tools like Grammarly or ChatGPT to catch errors in spelling, grammar, and awkward phrasing.
4. Read Aloud: This helps you hear any areas where the writing feels clunky or unnatural. Fix awkward wording.
5. Break Up Text: Long blocks of text are difficult for web users. Break them up with shorter paragraphs, bulleted lists, images, GIFs, and other media for better readability and engagement.
6. Get Feedback: Show your post to a trusted friend or colleague for a fresh perspective. They can catch errors or shortcomings you might have missed.
7. Polish Your Introduction: Pay extra attention to your introduction, as it’s crucial for grabbing and retaining reader attention.

Optimize for Search Engines and Promote

Now that your post is polished, it’s time to optimize it for search engines (SEO) and plan your promotion strategy. Even the best post will fail if it’s not promoted effectively and presented to search engines properly.

Here’s how to optimize your post:

• Incorporate Keywords Naturally: Include your primary keyword and related terms throughout the text, title, headers, and body, but don’t cram them in unnaturally; not only will this lead to poor readability, it can also have a negative impact on your rankings. Focus on providing value to your readers.
• Craft a Compelling Meta Description: This is what Google uses to rank your page and persuade users to click. It should be short, accurately summarize your post, and include the target keyword.
• Use Short, Descriptive URLs: Include the main keyword in your URL.
• Add Descriptive Alt Text to Images: This improves accessibility and helps search engines “read” the images.
• Add Internal and External Links: Link to other relevant posts on your website to improve navigation. Link to reputable external resources to show you’ve done your research. This shows search engines that your site has a breadth and depth of knowledge.

Promotion is key:

• Share on Social Media: Share your posts on social media, through email lists, and other relevant channels.
• Notify Those You Cited: Let anyone you cited or linked to know that you included their work.
• Share in Online Communities: Share in relevant online communities, forums, and groups, but avoid being spammy. Respect community rules.

Finally, track the performance of each post and adjust your strategy based on what works best.

Conclusion

Creating a great blog post is a blend of art and science. It involves:

• Rigorous keyword research
• Compelling writing
• Effective SEO optimization

This guide outlined the core steps for success. As you implement these practices, your skills and the quality of your posts will improve. Some steps may be challenging or time-consuming at first, but with practice, you’ll get faster. Always keep your audience in mind—you’re creating content for real people seeking valuable information. The more value you offer, the more successful your post will be.

AmpWord is designed to help you along the way. Our AI-powered tool automatically produces relevant blog topics for your website and generates a well-researched article to help you get your business noticed faster.

Whether you use our self-serve tool or have our expert team handle your blogging needs, we’re here to help you unlock the full potential of blogging. Try it today with two free blogs worth AED 100.