Written By Lauren Marcinko

Having trouble hooking your audience with your current blog posts? Or maybe you are suffering from writer’s block? Whatever the issue may be, it never hurts to give yourself a refresher on how to write a killer blog post. In this post, we will detail the steps you can take to spark creativity and organize your thoughts in a way that speaks to your audience reducing your website bounce rates and establishing yourself as an authority figure in your industry.

Who is your target audience?

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This is the very first step every copywriter should be taking when creating content. You should be laser-focused on who is viewing your content. After all, these could be potential customers. Take some time to craft a customer or viewer persona and also ask yourself these questions.

Why would they be coming to your site?
What could they be looking for?
Are they trying to solve a problem?
Are they in need of service?

Creating a persona can help you align your content with your brand so that you are creating engaging, relevant content that fulfills your readers need or helps them move along your funnel process.

Pick a Topic

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For some copywriters, this is always the hardest part. When it comes to selecting a topic to think about your blog as a whole. HINT: This is when the client persona you created in the first step really comes in handy. A good place to start when selecting topics is creating a topic grid for your client or business. Organize your blog in a way that makes sense for you. Think of common categories for blogs like

Educating Your Audience
Trends In Your Industry

From there you can decide based on your client persona what content would be needed under each.

Create a Throat Grabbing Headline

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Your headline is what initially gets people to click on your post in the first place. This snippet of text should resonate with who you are targeting. A tool we stand behind here at BSE is CoSchedule’s Headline Analyzer. This is a great tool that rates your headline and gives suggestions as to what it’s missing. With this tool, you can fine-tune your headline giving it that extra sparkle it needed.

Create an Outline

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Once you have your Audience, Topic, and Headline, it’s time to start drafting your post. Start by dividing up your post. What topics will you touch on? Are you listing out your information or are you walking your reader’s through a step-by-step process? However, you are organizing your content make sure it flows and that the structure makes sense to someone who has no idea about the topic.

Write a Compelling Opening Paragraph


Believe it or not the first two sentences in your blog post are just as crucial if not more than your headline. If your opening sentences do not relate to the topic at hand or they do not let the reader know they are in the right place, *POOF*, they’re gone. With how on-demand our digital world is getting if you are not instantly hooking your audience or confirming they have found the information they are looking for your bounce rate and audience retention will plummet.


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THE BEST PART! Yes, now it is time to let your creative juices FLOW. Write it all out first and then go back and review. It is easier to put your thoughts all out there and then go back and edit down what you wrote. A useful tip is to write everything out without deleting or editing and then set your piece aside for a least an hour but usually, a day helps best. Come back and read through it and THEN make your edits. This allows you to revisit your work with a clear mind.

Add Images

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Lastly, add in relevant images to your blog. Breaking up text with images is extremely important for readability. For some blogs, images can be more crucial than others. For example, if you are writing a “How-To” post make sure your images are strong and explain the content.

After reading through our 7-step process, you are NOW ready to write your KILLER blog post. So what are you waiting for? Time to get to writing! For more tips and tricks make sure to follow our BSE blog where you can read the best practices and advice from all our team members and departments.