Yes, you really can write a great blog post for your wellness business.
Even if you’ve always considered yourself to be completely rubbish at writing. Even if the very thought of creating a blog post makes you want to throw in the towel on your business and join the rat race again.
Yep- blog posts can be THAT scary.
But there can be no avoiding it. You NEED to create useful content for your business. Writing strong, compelling blog posts are a brilliant way to do it.
So let me show you how you can create a great blog post for your business without breaking a sweat.
I’ll break it down into a step-by-step guide that will help you implement everything here quickly and easily, starting with a quick recap on why you should write those blog posts.
Why should you write blog posts for your business?
Read anything about digital marketing and you’ll be told that blog posts will simply help attract more customers and get them to buy.
And whilst that’s undoubtedly true, that’s only part of the story. It’s also far too heartless and shallow and could draw you into believing that your audience is just a number, not made up of real-life human beings.
[There’ll be none of that cut-throat, hard sell nonsense around here, thank you very much.]
Instead, writing blog posts will allow you to solve your audience’s problems in an easy format that they can refer to an unlimited number of times and use this information to benefit their lives. You don’t need to spend hours of your valuable time repeating yourself to help as many people as you can.
You can guide your audience, support them and help them as best you can without needing to be face to face too.
Ultimately, you can make a bigger difference in the world.
When you write, you’re also reassuring them that there are people in the world who understand the challenges that they’re facing.
That there is hope and you can make a difference. They’ll trust you.
You empower them to make the changes they need to overcome their health problems, transform their mind, body and spirit, achieve optimal health and start living their best ever lives.
Of course, all this means that they’re more likely to turn to you for extra help if needed, but that should never be the focus when you write your blog post.
You should always be thinking about your audience and making a difference in the world.
So now we’ve got that out of the way, let’s have a look at exactly how you can create a great blog post for your business, even if it’s not your greatest strength.
Here are the steps we’ll be taking:
Writing a Great Blog Post [Summary]
- Consider your blog post topic
- Make a decision
- Develop the takeaway
- Write the blog post outline
- Start writing
- Add a CTA
Now let’s have a better look:
1. Consider what you want to write about
Yes, this is a pretty obvious thing to say.
But you’d be surprised to hear how many people don’t really know what they want to share in their blog posts. They just know that they need to help their audience somehow and that it’s good for business. When it comes to inspiration, they feel really stuck.
That’s why we’re first going to take some time thinking about what to write.
Now, you shouldn’t have to pluck out of thin air to get ideas for your blog posts (unless you’re feeling particularly inspired!) If you’ve done your homework when it comes to writing awesome blog posts and marketing your wellness business, you should have a good idea of what you need to cover.
Here’s a recap:
Check your blog post ideas spreadsheet
Hopefully, you already have a spreadsheet overflowing with ideas that you’ve been adding to as and when you get ideas, so you can easily refer to this when deciding what to write about.
if you need help doing this]
Which of your audience’s problems could you solve?
Your next consideration should always be your audience. What problems have they been sharing with you lately? What are their biggest struggles? How could you solve these problems with your blog post?
Which keywords should you include?
Next, have a look at those long tail keywords you’ve researched.
If you haven’t done that yet, have a look at this blog post that will guide you through the process.
Remember that these are words that you know your audience is already searching for, so if you base your blog post around these, you’ll know they’ll be appreciated.
Are there any special events happening soon?
It’s also worth having a quick look to see if there are any special events happening soon that relate to your target niche.
For example, if you’re a yoga teacher, you might want to base a blog post around International Day of Yoga 2019 (which happens on Friday 21st June, if you’re interested).
Or if you’re working as a women’s health coach, you’ll probably want to create something around International Women’s Day.
You get the idea. 🙂
What about trends within the target niche?
Also think about any trends within your industry that are worth mentioning.
Perhaps everywhere you turn, people are excitedly talking about smart jewellery, or fasting for health or green smoothies or whatever.
You can give your point of view on these topics and help your audience understand if and how these things can benefit them too.
2. Decide on your blog post topic
Once you’ve gathered together all your ideas, it’s time to make a decision.
Which of these will you write your blog post about?
It’s super important that you get really specific and narrow down your ideas as much as possible at this stage.
Because, as tempting as it is to share all of your knowledge and expertise with your audience and solve all of their problems in one fell swoop, you’ll do nothing of the kind if do this.
You’ll only overwhelm them with information if you do this and your blog post is less likely to solve their problems and give them the answers they were looking for.
Keep it short and sweet.
To illustrate what I mean, let’s say you’ve decided to write a blog post about hot flushes and the menopause.
You can’t just give it the title ‘Hot Flushes and the Menopause’ because it isn’t specific enough, it won’t appeal to your audience, nor will the title give Google cause to send you tons of website traffic!
Instead, be more focused.
Why not write, ‘The 5 Easiest Ways to Cope with Hot Flushes at the Menopause’? Or ‘What Your Hot Flushes Say About Your Hormone Balance’?
Again, if you need more help with this part, reach out and send me an email and we can figure it out together.
3. Develop the ‘takeaway’
To help you stay focused and write an even better blog post that converts, it’s really important to remember why you’re writing.
What was the point of writing this post? How do you want to help solve your readers’ problems? What difference did you want to make to their lives?
If you’ve worked through the previous steps properly, this part of the blog writing process should be very straightforward and take just a second or two. You should know what you’re doing and know how you want to help.
Here are a few examples to explain what I mean:
- You want your reader to understand how stress affects their fertility
- You want your reader to understand which nutrients are vital to consider on a vegan diet
- You want your reader to understand how running can help them boost their mood and overcome depression
Now write this sentence down somewhere very obvious where you can refer to it often. Grab a large piece of paper and a pen, write down the ‘takeaway’ and display it somewhere obvious where you can refer to it often.
Now comes the fun bit- thinking about what information you’re going to share in your brilliant blog post.
Grab a piece of paper (or a Google Doc) and write down as much information as you can around your chosen blog topic.
- What do my readers need to know about this topic?
- What would really help them solve their problems?
- Are there any myths that I should clear up?
You can use the takeaway(s) that you developed earlier to kickstart your thought process and make the whole thing much easier for you.
If this sounds too much like hard work, don’t be afraid to make an event of it.
Sit back somewhere comfy, put on your favourite music, grab yourself a glass of your favourite beverage and enjoy the process if you can.
You know soooo much, so share it with your audience!
Don’t be afraid to record your thoughts if you’ve never been a fan of writing.
Whilst doing this can make it harder to organise your thoughts later, it often helps you to get into a flow and get those ideas out of your head and onto a page.
Bear in mind that you don’t have to do this all at once, either.
If you get frustrated, you hit a wall and that stream of ideas runs dry, take a break. Get away from your computer and do something else. Go walk the dog. Hang out with your kids. Make yourself a coffee.
You’ll feel much fresher when you come back.
5. Write a blog outline
Once you’ve brainstormed your ideas for your blog post and carefully considered what you need to include, it’s time to get the foundations of your blog post built.
We do this by creating a blog outline.
Many people do their best to avoid creating a blog outline because they think it somehow limits their creativity or that it’s simply boring. They’d just prefer to sit down in front of a blank document and get writing.
Now, if that works for you then congratulations! Make the most of that skill!
But for most of us, the blank page is a scary thing that makes our brains freeze up, our self-editing monsters go into overdrive and our internal blog GPS go haywire.
We need to create a blog post outline because it helps remind our subconscious brain that we do know what we’re doing. We do know what we’re talking about and we can write this blog post because we’ve already written an outline.
Blog outlines also help you stick to the core nuggets of information you want to share with your audience, instead of going off on a tangent and getting lost. (BTW- when you’re passionate about your niche topic, that’s 100% normal!)
You’ll also help create that oh-so-special blog post gold- FLOW!
‘Flow’ is what helps carry your reader along through your post. It’s what helps them understand exactly what you’re trying to share. It’s what helps them feel like they’re having a conversation with you that flows naturally from idea to idea. It’s what makes your blog content awesome!
So here’s how to create your outline:
Write a working title
Go back to your original blog post idea.
What did you want to write about? What is your audience’s ‘takeaway’?
Use this to create a working title for your blog post. You can (and should) tinker with this later to make it even better, but for now, let’s just get something written down.
Let’s use that ‘Hot Flushes and the Menopause’ idea as our example.
Break it down into subtopics
Consider how you could break your main idea into subtopics or sections. For example, if we use the menopause example, this could be:
- What are the symptoms of hot flushes?
- What causes hot flushes?
- How can you control your hot flushes naturally?
Add your knowledge and wisdom
Under each of these points, fill in some of the ideas you came up with when you were brainstorming earlier. Aim for at least 3 under each subtopic.
For example, you could say that you can control your hot flushes by:
- Eating a vegan diet that is high in healthy fats
- Doing weight training at least three times per week
- Getting better sleep
Again, make sure you’re cutting ideas that don’t belong here. Just because you thought of them earlier in the brainstorming session doesn’t mean they should be included. You can always keep them for another time.
Remember, this is meant to be a rough guide. You don’t need to write the entire thing at this stage.
I often find that it helps to write an outline, then have a short-medium break and think about something completely different for a bit.
Then when I return to the outline, I can often think of more important facts to share with my audience.
Remember to include space at the top of your blog post outline to include a short introduction and a short space at the end to add your conclusion and your call to action. (CTA)
6. Start writing
Ready? Get set? GO!
Now is the time to start elaborating on your notes and turn them into a full blog post!
I recommend that you don’t start trying to write your introduction first unless you’re feeling particularly inspired. This can often be tricky and it can lead you straight into the arms of writer’s block and feeling like you’re never going to write that post!
Instead, start at the first subtopic or even the second if it helps you to get creating that blog post.
The key is to get into the flow of writing without trying to correct yourself or edit your thoughts as you’re writing.
Completely ignore those little wiggly red or blue lines that pop out on Google docs or on Microsoft Word (or other word processing programme for that matter) as much as you possibly can.
We’ll be going back and correcting them next so don’t you worry!
If your a technophobe or you just prefer writing by hand you can also create your blog posts just like you did in high school- with a pad of paper and a regular pen. What matters is that you relax and allow your thoughts to flow.
When you’ve written everything you want to say, make sure you add that introduction and conclusion then breathe a big sigh of relief. 🙂
Nearly there! Now you need to go through and edit your work carefully before you upload it and/or hit publish.
I recommend that you start by reading your blog post sloooooowly, paying close attention to every single word.
(Pro tip: Reading it out loud can really help spot those mistakes!)
Don’t skim. Don’t allow your mind to wander. Focus on reading.
Correct any mistakes you come across such typos or grammatical errors and make any improvements that you feel it needs.
You can also use the built-in spellcheck or an app like Grammarly to check your work.
But bear in mind that they might not use the correct version of English for your audience and can often point out errors that aren’t there. Nevertheless, they can be a useful tool if used wisely!
You can also add extra bits of information to your blog or move things around if you really need too.
But remember that you can’t just go in and insert sentences willynilly (*Brit Eng= at random)
Everything needs to make sense and needs to fit into the flow of the whole text you’ve created. If you do decide to add anything new, you’ll need to go back through and re-edit your blog to make sure it fits perfectly where you’ve added it.
Once you’ve worked through once, read through again, just in case. It’s surprising how easily mistakes can slip through the net!
8. Add a call-to-action
Let’s face it-your blog post has a job to do.
It’s there to solve your readers’ problems, yes.
But it’s also there to help you grow your wellness business, foster a strong community and ultimately, help you earn a living from doing what you love.
That’s why you need to think about what you want your audience to do once they’ve read your blog post.
You don’t want them to click away and forget all about you, so what action would you like them to take?
If they’ve reached the end of the post, they’re almost certainly engaged and interested in what you’ve been talking about. You’ve given them information that they’ve found useful or interesting and they will probably be receptive to any extra resources that you can offer them to continue to solve their problems or become part of your community.
This is when your free lead magnet comes in very handy. You can just mention your free download, or email series or consultation, encourage them to sign up and link it in for easy access.
You can also link to your social media pages and tell them to like you on Facebook or follow you on Instagram or Pinterest. (Make sure you include those links at the bottom of your post.)
Alternatively, you could ask them to share their thoughts in the comments section below your blog post. Whilst commenting isn’t as common as it used to be, it’s still a great way to engage with your audience and kickstart your community.
Whatever you do, make sure you’re prompting them to do something. Otherwise you’ll be wasting an easy opportunity to build your business.
As you can see, there are many steps that you’ll need to take if you want to create an awesome blog post, but I guarantee they’re worth the effort.
- You’ll include exactly the right information that will solve your reader’s problems.
- You’ll create a focused blog which flows beautifully and guides your reader from beginning to the end. You’ll better connect with your audience and show them that you care.
- You’ll help Google to notice you.
- And you’ll also get better results from your efforts and build your passion business.
Now I want to hear from you. What part of creating blog posts do you HATE the most? How do you get through? Let me know in the comments below.
AUTHOR: CHARLOTTE WITTS
Charlotte Witts is a writer, editor and entrepreneur who specialises in health, wellness and environment topics. Hire her here or follow her on Facebook.