Since deciding to turn this online space into a full-time business a few years ago, there were two major areas I had to put more focus into. One being, I needed to shift my mindset into thinking that blogging was just a way for me to market what I do and that blogging in itself was not my business model. My one-on-one coaching services and digital/physical products were my business model.
Secondly, I really needed to ramp up my blogging strategy and the overall content that I was creating. While I remember how fun and quirky it was to randomly talk about my trips to Target, I knew that if I really wanted to continue to attract the people I loved working with one-on-one, I had to put a little more thought into the content I was producing.
While there are literally a million and one different ways to market your business, blogging has always been my go-to and has been one of the biggest ways I have received new clients over the years. Not only does it allow me to provide my audience with FREE valuable advice but it has helped me to carve out my own space in this industry and build trust with those who have become loyal readers. My main goal for this space has always been to be as transparent as possible with my journey and to also share with you some of the behind the scenes of how this whole brand works so I wanted to give you a look at the process behind how I create my epic blog posts.
I've also created a helpful checklist for you to use when creating your own posts (or content in general!)
STEP 1 - COME UP WITH MY TOPIC
Pretty self-explanatory right? Well not really. When you're blogging with a purpose, you have to keep your target audience in mind and make sure you're providing them with content that they will find to be both actionable & helpful. I know that a good majority of my audience is either in the beginning stages of starting their business or they are looking to grow their existing business or blog, so I try to cater all of my posts around the issues they may be currently facing. This is why it is extremely important to get clear on WHO you want to target before you begin creating. Knowing your target audiences biggest pain points will come in handy when it's time to create both free and paid products.
A great way to come up with post content that your audience actually needs is to simply ask. I'm always asking questions through my newsletter, this blog and social media to see what my audience is currently struggling with and what they need more clarity on. I also go back and listen to my coaching sessions to see what topics I discuss with my clients that may be helpful for others to know. You can also try sending out a brief survey to your audience asking them which areas they are needing the most help in.
STEP 2 - OUTLINE MY POST
Whenever I'm writing on a topic that I'm super into (which is often), it's hard for me to write in complete sentences while the thoughts are flowing. So I write out the main points first just to get my ideas out of my head and then I add in the details using quick bullet points. I am a pen and paper girl and find that my thoughts flow better when Im writing so I typically outline my posts in my Pocket Content Planner.
If you think of a new blog post idea, try to write it down along with a quick outline while the idea is fresh in your mind. You wont believe the amount of times I have written a post title down just to go back to it and have no clue what my angle was going to be. The Pocket Content Planner is perfect for this because it not only provides you with space to outline your content but it is also small enough for you to take everywhere.
STEP 3 - PUT CONTENT INTO WEBSITE & FILL IN THE GAPS
When i'm ready to turn my outline into an actual post, that's when I type it up and fill in the outline or the gaps. This is also where I come up with my intro and outro paragraphs. As often as possible, I try to include examples within my post and relate it back to how I've used the advice along with what I've learned from it. You can also use case studies or success stories from your previous clients or customers as well. This type of proof shows my audience that I actually know what I am talking about and it also makes the post (and myself) a little more relatable and trustworthy. If I've struggled through a particular area in my business, I want my audience to know what caused it along with what I did to change the outcome.
STEP 4 - CREATE POST GRAPHICS
I'm extremely particular now about the images I use on my site and I love for everything to be very cohesive and on-brand. Mostly because Pinterest is currently my sites top referrer and I have had a lot of people tell me over the years that they can spot my graphics out of a bunch just because of how consistent I am. To make the blog post writing process a little faster, I created a template to use for each post. All I have to do is pop it into Photoshop and add the text. On every graphic, I make sure Im using the same style, fonts and colors so they all look inline with the other. Great branding is all about consistency. You want people to see your image on Pinterest and automatically know that it's from your site without having to click on the picture.
STEP 5 - CREATE THE CALL TO ACTION
Now that I have a full blog post with graphics, I add in my call-to-action. A call-to-action is basically the next step you want your readers to take after consuming your post. If the post calls for it, I will create some sort of freebie like a worksheet to go along with the post or I will simply just include an opt-in box at the end for readers to sign up to my newsletter. Another great call-to-action you can include is a link to purchase a related product or service OR to sign up for an event like a free webinar.
You dont want your audience to just consume your content and leave. Tell them exactly what you want to do next.
STEP 6 - PROOF READ
After I have completed the steps above the last thing I do is proof read my work. For someone who was a communications major in college, I absolutely suck at editing so I often have to proof read, take a break then come back and proof read again. Regina shared a really helpful tip on how to read your post backwards when editing and you'll be amazed at how many typos you'll catch while going through this process! If you're able, it is also helpful to have another set of eyes to look over your post before you hit publish.
STEP 7 - SCHEDULE TO SOCIAL MEDIA
Right after I hit publish (or schedule), I grab the link to the post and I go ahead and schedule it to my social media platforms. For Facebook and Twitter i use Buffer, which i love because it saves the post making it easier for me to continue sending out that post in the future. I also use Tailwind to schedule out all of my posts on Pinterest.
This entire process can take me anywhere from 2-4 hours depending on how lengthy and detailed the post is. Of course posts with bigger opt-ins like and ebook will take longer!