How to write blog posts guaranteed to make

your business money

Welcome to PART 1 of my guide to writing a traffic driving blog for your business.

So, why do you need to be creating blog content (and content in general)? Did you know content is driving sales?

According to HubSpot (2016), “47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.” Demand Gen Report (2016). Plus, “B2C companies that blogged 11+ times per month got more than 4X as many leads [compared to] those that [blogged] only 4-5 times per month.” (HubSpot, 2015).

Now those figures mean money. Customers looking for a product of service will favour the brand that has provided them with 3-5 pieces of content (beyond sales copy) and that brand is FAR more likely to get leads – so make sure that’s your brand.

At some point, you’ve probably heard a colleague cry out, “WE NEED A BLOG!” Well we know that’s true based on those stats, however, what are you going to Blog about? How long will you spend writing it? Will anyone read it? And, the number one question I receive, “what if I hate writing?”

Don’t worry, I will give you clear advice on:

  • What to write about
  • The types (layouts/formats) of blog posts you can use to make creating high-quality posts quick and easy
  • Why people will read your new posts
  • How your blog can be shared to drive serious traffic to your website
  • How your blog WILL MAKE YOU MONEY

Below is the start of your FREE guided journey to writing and monetising your blog posts. I sincerely hope you enjoy this guide and it can help you achieve your goals. (Access PART 2 via the Opt-In Form at the end of PART 1).

Let’s get started. The guide below will explain how you can produce valuable, shareable and strategic blog posts. Each example will answer:

  • What to write about
  • The types (layouts/formats) of blog posts you can use to make creating high-quality posts quick and easy
  • Why people will read your new posts

What to write about

Should you just pluck a blog post topic out of thin air? Well, sometimes that can work, you know your industry and have so much experience you’re probably in a good place to use the ‘off-the-top-of-your-head’ method to start with.

However, long-term, this is all about working smarter and creating content guaranteed to be of value to your target market that also serves a business purpose. This is about serving, speaking, engaging and selling! This is how you can start to take the guess work out of business blogging.

Find Industry news and fun stories

Set up Google Alerts to ping you emails regarding key topics related to your industry. Google will alert you when new content hits the web that matches your request. This will allow you to see what’s ‘hot and what’s not’.

You’ll find amazing content to aggregate (more on this later), see what others in your industry are talking about (if it works why not take it, spin it, and make it work for you) and will help you write about topics that are ‘related’ to your business, but not directly about your business. Using Google Alerts, you’ll be able to write great blog posts about subjects your target market cares about and those that relate to your offerings. NB: There is also BuzzSumo, but, for your first 6 months, Google Alerts will do you proud.

Ex: Now, speaking of fun, let’s take an example from quite a while ago ...

I pitched an idea to a security firm who installs CCTV regarding their content. You see, using Google Alerts, I was notified of a video on YouTube exploring ‘Detective Show’ cliches.

One cliche, that was discussed, was how in every crime show on TV, the lead investigator – coffee cup in hand – says, “zoom in and enhance that” and gets a perfect HD image of the ‘perps’ face.

Now, contrary to what is depicted on the screen, standard CCTV systems couldn’t do that. So, embedding this video and reacting to it – or even better, the firm creating their own YouTube video showing how CCTV really works dressed up as a crime show parody – would have been an engaging and shareable piece of fun content for their brand.

User searches

Use Google Trends to check the popularity of search terms/topics and compare to other terms/topics (this is also a great tool to help with headline writing). This will allow you to know what subjects your ideal customers and prospects care about based on search behaviour.
Knowing what people are searching for allows you to write blog posts that have a built-in audience; you know it’s going to be a sought-after post, since you know content on that topic is sought after! You’re taking the guess work out and starting to harness the power of DATA!

Customer questions/FAQs

When you receive questions from customers, make a list of the most frequent and write a blog post answering them. This method harnesses the same power as using Google trends, but this is data from the horse’s mouth!

You serve a target market, if that target market is speaking, you should be listening. Not only will you create valuable content for your customers, you’ll also be hosting content that allows you to answer customer questions 24/7, 365, without even knowing it (this all works for the benefit of your digital customer service efforts).

The types (layouts/formats) of blog posts you can use to make creating high-quality posts quick and easy

#1 – The Embed Reactor Post

This is a fun and simple one, as well as a highly shareable post type.

We all have opinions, sometimes they are contrary to others, or we wish to validate our own views with support from influential sources. In this case, let’s assume you do not want to be critical of others and wish to use EXPERT opinion to support your POSITIVE case.

What you want to do is find a highly-respected EXPERT, who is either, active as an influencer in your market or is speaking to your target market. Go to their YouTube channel, select a popular video that is addressing a topic you wish to address, embed it and react. Social video sites such as YouTube, offer you the chance to copy a line of code and place the code in your blog so that the video displays and is playable (embeds) on you blog post.

Find a video you like on YouTube, click ‘Share’, then click ‘Embed’, copy the code then paste the code into your blog. And BOOM! An EMBEDDED video to REACT to!

So, it’s time to react. Make sure you state that you are passing comment/critiquing the video and reference and link to the source channel. Make it clear that the text that follows after the video, is your understanding of the video’s content, your views/opinions on the video’s themes or that you are validating the video’s themes/message/information. It's important to make it clear you are not passing the video off as yours or simply stealing content for you site. 

So why not try it? Find a video from an EXPERT source, that’s relevant to both your business and your customers, embed, react and share!

This post should only take about 30 minutes to put together and requires a medium amount of writing.

#2 Expert Panel/Crowdsourced Post

Think of a question your customers/prospects may be entering into a search engine (most searches are in the form of a question and not the old-style keywords).

Have you got a question? Good. Now ask 3-4 EXPERTS the question. When they return with the answer - thank them and BOOM you have content! Now when a customer comes to your blog, they can read a valuable post which offers 3-4 EXPERT answers to their question, and they haven’t even had to ask you it.


This post should only take about 30 minutes to put together once you have the answers and requires a medium amount of writing.

#3 – The Social Proof Post

This post is excellent, as it’s one thing to show that you’re in with all the top experts, it’s another thing to show how loved by your customers you are. I would suggest that this post is, one easier to come by (hopefully you have happy customers), and has greater value to key groups of customers who have turned away from experts (think the Trump movement).

This post is very similar to the ‘Expert/Crowdsourced Post’ in its format, just switch out the 3-4 experts with 3-4 rave reviews from satisfied customers. You may have noticed News Outlets using this method to create articles such as, “??? happened and the internet reacted”. You’ll see the article’s (which is essentially a blog post) story is formed around the social responses of individuals on Twitter.

So if you have, for example, some great Tweets come your way (after you have responded thanking them for their kind words), embed them into a blog post and create a narrative around them.

Too often positive interactions are simply ‘Liked’, ‘Shared’ or ”Re-Tweeted’, (more on this lost opportunity here) why not take that great feedback, work it into a blog post, and get it greasing up your ‘Sales Funnel‘.

This post should only take about 20 minutes to put together once you have selected the social proof and requires a medium amount writing to creative a narrative.

#4 – Expert/Influencer Interview Post

Once again you are reaching out to EXPERTS in a field, recognisable and known. However, this time, rather than one question sent to 3-4 EXPERTS, you’ll be conducting a full interview with one EXPERT.

Get a maximum of 5 questions written down (you’ll want to keep the post to a reasonable length while still allowing the EXPERT to answer the questions posed in enough detail to be worth while), ones that your customers would be interested in or that answer questions they may have, and ask these during the interview.

You’ll find this a valuable blog post and your customers will also see the value. Once again you are building your brand’s reputation by aligning it with individuals at the top of their game and, since this content is on your site and shared on your social channels, you’re providing answers to customer questions 24/7, 365.

You can also combine this template with the ‘Social Proof’ concept to create a longer ‘Testimonial’ post from a key client: the possibilities are endless!

Please note, these ‘Experts’ and ‘Influencers’ must be people who will be opinion leaders for your customers, not just you. There’s a lot about influencer marketing and some of it leads to the belief that it is about getting an influencer to do you marketing – it’s not. It’s about channelling your brand’s story through well known people who speak to your target market. Examples recently were Zoella being picked up by Superdrug. Zoella was a YouTube beauty and lifestyle Vlogger, who is an influencer of people Superdrug wish to convert.

This post should only take about 20 minutes to put together once you have the answers and requires a minimal amount writing.

Thank you for reading. I truly hope these templates can help your business in some way. Please feel free to share this knowledge.

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