7 Steps Towards Writing the Perfect Blog

How to be Brief, Concise, and Thematic

In this blog, we explore the copywriting process from start to finish. You’ll especially enjoy reading this article if you’re an aspiring blogger or someone wondering what to do with their notes after braindumping. Whatever your reason, you’re braindumping with the goal of making your life easier. Ultimately, journaling your thoughts without bounds, beyond your chosen topic, helps you ease stress, habit-track, and take intentional action.

Those benefits are precisely why braindumping plays a crucial part in blogging. In no uncertain terms, these notes are the lifeblood of your copywriting system, and without systems, our surrounding circumstances begin to decay. So, let’s dig deeper into the writing process to explore the “what” and “how” of copywriting.

Please note: the terms “data dump,” “brain download,” and “brain dump” are common substitutes for the term “brain dump” and can be used interchangeably. It doesn’t matter much what you call it; the key is to make writing integral to your routine.

Don’t Confuse a System with a Tool

1. A system is a set of principles or procedures according to which something is done. It’s your framework.
2. A tool, on the other hand, is an instrument designed to make tasks easier. We complete tasks in a particular order when following a system.

Before we begin, let’s discuss the five most essential tools needed to create an effective copywriting system:

You Need a Medium

First, you’ll need a medium for communicating your ideas. Some people have racing thoughts and need to slow down. For them, the slow, repetitive movements of writing by hand are cathartic. Others prefer working at a quicker pace and fare better using digital journals. Others still prefer braindumping on paper first, then transferring their notes online. Whomever you are. It’s important to know where you will record information so that you can retrieve it quickly when relevant to your needs. 

You Need Consistency

Dedicating a consistent time or space to your brain dumps is essential. In doing so, you show commitment, which helps our brains expect and prepare for upcoming sessions. Consistent scheduling and follow-through also improve the quality and output of our writing, which contributes to better publications.

The better you get at documenting and rearranging thoughts, the better you will understand the subject you’re writing about… which is excellent news for your reader! According to an essay from Farnam Street entitled 12 Lessons From Mathematician and Philosopher Gian-Carlo Rota, “our attention spans are finite. After a certain point, we stop taking in new information,” meaning our work should communicate a single point. When you prioritize consistency in your writing and writing practice, you improve your ability to capture a reader’s interest quickly and communicate a single point clearly.

You Need Reputable Sources to Verify Claims

A reputable source is credible, unbiased, and backed by evidence. Providing accurate information is critical to building trust with your audience. Your goal is to establish yourself as an authority in your niche; inaccurate information will diminish the value of your brand and its message, resulting in distrust and dismissal from potential friends, clients, and collaborators.

For great sources, you could try:  

1. Looking to your audience’s favorite brands for guidance and inspiration.
2. Scouring Reddit and LinkedIn for information on your audience’s concerns. 
3. Citing peer-reviewed articles and research papers on Google Scholar.
   
   

If research feels difficult, overwhelming, or time-consuming, consider hiring a research analyst; they study and report on problems, pain points, and desired solutions. Although you may find it a hassle to familiarize yourself with the wants and needs of an audience, don’t skip this step; research is a prerequisite to quality publications.

Editing Software to Review Content

Editing is the most tedious part of the writing process because many of us have a terrible habit of skipping around and paying less attention exactly when it matters most. For this reason and many more, automation is essential to productivity. The easiest way to automate tasks is to integrate the tools and technology at your disposal into your routine and create repeatable processes.

There are tons of applications designed to make your life easier. As a demonstration, apps like Grammarly are perfect for eliminating mistakes and monitoring tone.

Alternatively, you could use the Hemingway app because it asks writers to focus on brevity and clarity. Similarly, to update your schedule, you might first journal about your day in project management software like Asana, then set tasks to repeat based on your findings. Over time, you’d modify the tasks to match reality and your preferred interactions.

You Must Decide to Publish

Finally, it’s time to publish your article online and make it available to readers. We primarily post blogs to our website, but you could also:

1. Guest blog on another creative’s website.
2. Post to a site like Medium.
3. Create a newsletter using MailChimp or Constant Contact. 

When and where you post largely depends on your business and project goals. 

The Copywriting Process

What’s Necessary to Execute

Step One: Brain Dump 

The first step in any creative process is to purge ideas from your head. Our memories are fallible, and our processing power, although immense, is limited. That’s why it’s essential to make room for new ideas. Using whichever medium you’ve settled on, explain your thoughts as honestly and thoroughly as possible. There aren’t too many rules on how to perform a brain dump. It’s entirely up to you. As a writer, you should be concerned with clarity, relevance, and cohesive messaging. Business owners should take additional steps to ensure blogs align with their overarching company goals.

Consider adding the following to your process:

1. Categorize new ideas according to existing objectives. 
2. Ask yourself how the material you’ve written contributes to your project goals.
3. Create a list of SEO keywords to attract the most appropriate searchers.
• SEO = Search Engine Optimization
4. Review your piece for brevity and clarity.

Relevant questions may include:

1. What one central point are you hoping to emphasize? 
2. What problem are you solving? 
3. Why are you qualified to solve said problem?
4. Why is the information you’re providing vital for your audience to know?

Pro Tip: Resist the urge to take too many notes. 

Thinking you must know everything is procrastination hiding in plain sight.

Like many activities, information gathering has diminishing returns, meaning it suffers from proportionally smaller benefits as more resources are invested. So, don’t waste time, money, or other resources on low confidence. Instead, set a timer to break writing and editing into manageable chunks. Start by creating an outline, then under each paragraph section, add notes and references in preparation to write your first draft.

Step Two: Create Your First Draft

Once you’ve finished note-taking and have clarified the concepts you plan to expand upon, it’s time for your first draft. Create a Working Title to assist with focus. We want to emphasize “working” to highlight your title’s temporary nature, as you will likely update your blog’s name later.

There are a handful of blog styles to choose from. However, you need not be familiar with them to start writing. Assuming you’ve thought critically about the questions presented earlier in this guide, you can pick a category from the following list:

1. Answer a Pressing Question
2. Explain How-To
3. Cover a Subject Completely (Pillar Page)
• Link to In-Depth Sub-Topics
• Each Sub-Topic Exists as a Webpage
4. Share Trending News (Newsjacking)
5. Define “What is”

Take one of the central points you identified while braindumping and list as many supporting details as you can think of. Outline your paper such that you have a general idea of its flow. Although it may be tempting, don’t throw any ideas away yet. You’re not yet ready to edit. Think of writing as designing with words and this step as ideating.

Right now, your primary concern is sharing focused and relevant knowledge on a given subject before validating your claim. It would be best to determine your CTA, or Call to Action, during this step. People want to understand why you’ve shared this information and decide on their immediate next steps.

Step Three: Perform Further Research (Explore the Concept More)

Begin by creating a list of concepts to expand upon. You can derive this list from your brain dumps and organize ideas according to your audience’s current needs. Next, use the provided questions to create “Concept Exploration” notes.

What’s Your Headline?

1. You might have already thought of a handful of names for your article. Great! Scroll through social media. Which headlines catch your attention? What’s the general format of those article titles? Could you adapt any of your potential headlines to match this format? Don’t make a final determination until you finish your final draft.

What’s the Most Common Word(s) in Your Piece? 

1. Use the list of keywords from earlier to confirm that your main ideas align with the keywords you initially outlined. Revise and review your keyword list as necessary. Once you’ve settled on a list, use these keywords to optimize your blog for search engines like Google and Bing. If you don’t know how to optimize your content for search engines, consider working with a digital marketer to ensure your voice is heard among the noise of the internet.

What’s the Benefit?

1. Within your blog, let people know what’s in it for them and do it quickly. We’ve repeatedly emphasized clarity and brevity throughout this blog for a reason. Don’t waste time on fluff when you could elaborate on key details instead because filler content is rude to your friends, a disservice to yourself, and unhelpful to your business. Remember, time is a non-renewable resource; it does not replenish itself, so readers rightly guard it.

What’s the Cost to the Reader? 

1. While we’re on the subject of resources, let’s explore the cost of your blog to the reader. At a minimum, your blog costs a reader the time it takes to read. What other actions must your reader take? Have you asked readers for money, information, or additional effort? Is your content a worthwhile investment to your ideal reader?

What Transformation Are They Expecting?

1. Thanks to the benefits you’ve outlined for the reader (i.e., 7 Steps to Writing the Perfect Blog), they will experience some transformation. How is the reader different after experiencing your work? Are readers left more informed or entertained? How has your piece improved their life?

What Motivates the Reader to Seek this Benefit?

1. This one’s easy if you ask yourself: Why would anyone want this transformation?

Asking these questions allows you to choose a perspective and stick with it as you write since you’re asked to be specific in your examples and maintain a comfortable flow of information. Additionally, these steps ensure you write for readers in need of the transformation you’re providing. 

Information packed too densely or spread sparsely will bore your reader. Sprinkle the answers to these questions throughout your work. The result is an engaging, well-paced, informative read. Copywriters and research analysts are perfect aids for those who experience challenges researching their audience or clarifying their message. 

Step Four: Update Blog Article to Account for Research Performed

This part is simple – things don’t need to be perfect yet. You’ve organized your thoughts and are ready to fill in any gaps within your explanation. Perhaps you enlisted support to determine the most timely and relevant message to your audience, given your offer. 

Save a copy of your work to create a second draft. Use your “concept exploration” notes, prior research, and reports to update your second draft with specific examples and supporting evidence.

1. Create a second draft – your article doesn’t need to be perfect yet.
2. Answer the provided questions; they’re your guide to adjusting any piece’s flow. 
   
   

Step Five: Review Your Work

We’re going to cut to the chase. Be ruthless in your pursuit of brevity and clarity. It’s imperative to respect people’s time. 

Here are a few key items to keep in mind when editing content.

1. Use language and grammar your ideal reader understands. Please don’t force them to learn new vocabulary and think critically about a new concept unless necessary. People do not retain information well when they’re multitasking.
2. Do not try to divert people’s attention towards your interests. Instead, focus on meeting people where they are. What do they need right now? Does your content provide relief or improve conditions for audience members?
3. Enlist a second pair of eyes. Apps like Grammarly or the Hemingway Editor make editing a breeze by highlighting issues and suggesting alternatives. 
   
   

Step Six: Final Review

Seriously, consider letting someone see your work. Even if you use an editing app, consider having a human proofread your work before publishing.

Ask them:

1. Would the headline get your attention?
2. Does this article deliver a complete message?
3. Who do you think might enjoy this content?
4. Was the main idea of the article clearly outlined early on?

Document their reactions. Take note when they are especially impressed or put off. Use this to guide any final edits. You should save testimonials and positive feedback from anyone willing to review your work. This comes in handy when establishing and maintaining authority with your audience.

Step Seven: Share Your Work

Congratulations. You’ve made it through the entire process!

Now, it’s time to share your work. Proudly publish your content to your blog, your business partner’s blog, or a platform like Medium. We hope this helps.