What topics will you write about?
How do you create posts that people want to read?
And how do you maintain a consistent posting schedule?
That’s why I wrote this post, to give you a clear outline with a few actionable steps.
Let’s start with topics.
To come up with the best topics you have to get into your potential customer’s head and have a clear idea of what they’re searching for.
When searching these people will be looking for answers, so think about what they’ll type into a search box.
Writing posts built to answer their questions is how you create a consistent content calendar they will want to read.
It really is that straightforward.
Okay, you might be thinking that’s all well and good but how do I get started?
That’s fairly simple too…
1. Focus on a Problem
What are your potential customers searching for?
What are his needs?
What is her big ol’ problem that needs fixin’?
That’s the not-so-secret secret – always, and I mean always, frame your writing around what they’re looking for.
Ask yourself the following: If they’re looking for a solution, what are they going to type into a search box?
Then mull over those questions, by yourself or with your team.
The questions and your answers become your first blog posts.
Yep. It’s that simple.
Say you’re a roofing contractor. A little brainstorming sparks several blog titles based on typical customer questions…
• How do I know my roof needs to be replaced?
• How long do roofs last?
• What is the cost of a new roof?
Then you think about the following…
“What roofing material should I choose?”
And realize this question is a gold nugget that could become a series of comparison posts…
• The best roofing materials for your home – 2020 comparison
• Metal roof vs shingles (what’s best for your home)?
• 10 Types of Shingles – Pros and Cons of each
Easy peasy, right?
Or for something completely different, let’s look at a couples therapist.
Here’s a glance at what she could spin up…
• Why Resentment is Toxic to Your Marriage (and What to do About it)
• 10 Ways to Build a Strong Relationship
• How to Reclaim Your Life and Strengthen Your Marriage
Get the picture?
2. Offer a Solution
Generating title ideas from top questions is step #1.
Now, think about the structure of your post.
• Always make it about your potential customer.
• Frame it to focus on what they need.
• Then offer a solution.
Let’s go back to our roofing contractor.
Anyone who needs to hire a roofing pro is going to be super-duper nervous and they’ll want to be certain that they’re hiring the right company.
So, people want to know that you’re legit. So, what’s a brilliant way to demonstrate your expertise? By writing a post like the following:
• How to Find the Right Roofing Contractor – 10 Key Questions to Ask.
A post like this could also become part of a detailed FAQ page, another thing people are looking for.
How about our couple’s therapist?
Well, people looking at couples therapy want to strengthen their relationship or marriage.
So, our therapist could write a post with this engaging title:
• How Daily Practice Leads to a Happy, Healthy Marriage: Three Key Steps to Create Positive Change
Then dive into each step in detail.
So, how do I dive into each step? I’m glad you asked…
3. Frame it right
Create a blog sandwich.
a. Top – write an engaging headline
b. Middle – deliver your main points
c. Bottom – end it with a strong conclusion
a. Your headline is key…
It’s the first thing people see.
So as mentioned above, focus on the answers people are looking for.
If you use this process, the keywords that Google loves will come naturally.
If you want to take a deeper dive read this 7-step strategy.
b. The body…
After your headline lead with a strong intro.
Hook them. Clarify the problem and hint at the outcome.
Back to our roofer…
Remember this title? “How to Find the Right Roofing Contractor – 10 Key Questions to Ask.”
The contractor’s intro could mention that the Better Business Bureau receives thousands of complaints about roofing contractors and for this reason alone, you must ask the right questions.
But you should also know what your roofing needs are before you hire anyone.
Then follow up with key questions that will help a consumer find the right roofing company.
c. Wrap it up nicely…
A closing paragraph can work some magic but don’t overthink this.
Remember, people are reading your blog to learn.
So, think of your conclusion as a trumpet call to action.
Tell them why it’s important that they act. Why they should give a damn and do something.
Our contractor concludes by reemphasizing that properly vetting contractors is critical AND that they are available to answer questions and guide you through the process now.
This stuff isn’t that complicated and here’s a fact: Most of your competitors are not doing this!
🔎 Related Content
• My post on meta titles
• My post on meta descriptions
• Why copy is critical for successful marketing (and how to get started) post
• Keyword research