Writing Blog Content

Let’s get right (write, get it?!?!) to it.

Most bloggers absolutely suck at creating blog content.


Well, remember this?

  1. Get them to notice you
  2. Get them to pay attention to you
  3. Get them to trust you
  4. Convert that trust into money

Of course you do.

Getting people to notice you isn’t the hard part. A good headline will do that.

Getting them to pay attention is the difficulty of writing blog content.

It takes practice and time to not only find your voice but to find a way to keep people engaged with your content.

I’ve seen bloggers write for years and still produce terrible content because they weren’t conscious of what they were trying to do.

When you’re stuck in the land of numbers it’s so easy to think that your next blog post is going to be the one that finally gets you the traffic that you want.

However, when you’re writing for a specific person then you can tell when something isn’t right.

It’s like waving to someone and they see you but don’t wave back.

You waved specifically at that person and yet they didn’t respond in kind?


That’s not right.

So you have to figure out what’s wrong and then you tweak that.

Next time you wave at them they run to you and give you a hug.

That’s the reaction you’re trying to get with your blog content.

Why do you care about this?

Because what’s the point of getting 10,000 pageviews if those 10,000 people don’t remember you an hour later?

That just means you’ll need to find another 10,000 people tomorrow.

And the next day.

And the next.

Over time you probably don’t want to live your life like that. Chasing new pageviews from new people.

It’s draining.

I did it for a couple of years and burned myself out. I just don’t have that kind of energy in me.

But that’s okay because the goal isn’t pageviews.

The goal is money and that requires an audience. While some of your audience is representative of your pageviews, not all of your pageviews are representative of your audience.

And that’s why the focus is on how to maximize the money we can make with the people that do visit our blog.

So now you know the importance of writing great blog content in a world where it’s mostly shitty content.

Next I think you need to understand how you figure out what content to create.

I’m Sorry, It’s Them, Not You

First, don’t write content for you.

Nobody comes to your blog to read about the content that you care about.

They come to your blog to read the content that pertains to them.

We call this WIIFM (What’s in it for me?).

That is what people are constantly asking as another brand gets in their face.

What’s in it for me?

Why should I give you my attention?

The answer for your blog is that you’ll provide them with the information that they desire.

So how do you figure out what blog content to create?

You figure out what your audience needs.

That becomes a whole lot easier when you know who you’re talking to because all you need to do is understand the journey that they are on.

Let’s use an example from our blog Bogoten.

Bogoten and Micro-Silos

Because we’re focused on bedroom decor then we can think about a person that is interested in bedroom decor. But let’s get even more specific.

This person is not happy with their bedroom. They want to walk into their bedroom and always feel joy when they enter it.

So what do they need to know to make that happen?

  • They need to understand the different design styles (boho, farmhouse, etc)
  • They need to understand color theory so their room doesn’t look as though a rainbow puked
  • They need to understand layouts and organization

From there we can start to craft different ideas for posts.

  • 13 Boho-Style Bedrooms That You’ll Love
  • How to Mix Red and Gray to Make the Perfect Bedroom
  • How to Make Your Apartment Bedroom Feel Like a Suite

This list could go on and on and on and that’s before doing any research!

The benefit of doing this is that you can guide people along a journey within your blog.

One of the hardest tasks that any blogger faces is keeping people on their blog.

To get more people to stay longer you can build them a map. Once they see that they want a Boho-style bedroom then you can link them to related boho bedroom posts which will push them down the rabbit hole.

The more content they read on your blog, the more they begin to trust you.

The more they begin to trust you, the higher your chances of making money become.

But this isn’t the only way to figure out what content to create.

One of the more popular ways is the Skyscraper Technique.

The Skyscraper Technique

I’m not going to dive too deep into this but the gist of the Skyscraper Technique is that you find out what’s working well for other blogs and then you do it better.

For example, if I see that a blog I’m tracking is ranking #1 for the keyword “bedroom decor ideas” with their post 11 Bedroom Decor Ideas That Glow, then I’ll see how I can create a better post than that.

Maybe I’ll do 39 Bedroom Ideas That’ll Give You Queen Status or something.

Why would you bother with this technique?

Because in essence, other blogs have already done the research for you to see what works with your audience.

The issue with this technique is that it’s easy to only write content based on this and if you do that, then you start to stray away from the one person you’re writing for.

However, it’s important to have a mix of content on your blog that casts either a wide net or a deep net.

Wide net works (The One Solution to a Royal Bedroom) better on social media while deep net works better on Google (How to Get Ketchup Stain Out of Sheets).

Having a mix of content (no, I don’t have a ratio of how much content of each) will ensure that you better your chances of getting traffic from a variety of sources.

From here you can start writing content.

But wait, you don’t have a blog yet?!

Why didn’t we start with a blog first? Because there is no point in starting something when you don’t understand the foundation.

Now that you do we can start to look at the technological side of blogging.

I’m just joking. We aren’t going to touch technology yet.

Next, we’re going to think about how to keep the attention of our audience and that leads us to your mailing list.

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