A Guide to Planning Effective Blog Posts

Millions of blogs compete for attention on the internet, making it easy for your next post to get lost in the mix. Luckily, with careful planning and execution, you can write a compelling blog post that will capture your audience’s interest and establish your blog as valuable research. Effective planning is the foundation of successful content creation, which is why I’ve put together this short guide on how to create winning blog posts.

Understanding Your Audience

Before you start stringing words together and sourcing images for your blog post, it’s essential to understand your target audience. This step is the beating heart of successful content creation because it allows you to create posts that resonate with your readers (once you’re established of course). When you understand your audience, you can make sure your post is written in line with their level of knowledge, preferences, and expectations.

Start by exploring demographics, including age, gender, location, income, and education level. Next, look into psychographic factors (motivations, tech ability, lifestyle, pain points, and interests). To gather this information, use website analytics, social media engagement, surveys, and competitive analysis.

Only after finding out this information can you tailor content properly. In particular, the language and tone used will speak to their communication preferences. As well as this, you can use suitable calls-to-action (CTA) that will direct them towards making an action – like signing up for a newsletter.

Don’t forget to be unique though. You probably started your blog by being yourself and creating the content you enjoy making, so your readers should love it for that, but tailoring your posts to fit the demographic more is always a good thing!

Choosing Engaging Topics

Selecting an engaging topic is essential for any successful blog post. If the post doesn’t appeal to your audience, it won’t hold their attention and they won’t return for more, especially if they are new. Engaging topics spark interest, pique curiosity, and encourage readers to dive deeper into your content. To choose an engaging topic, consider these factors:

  • Current trends and issues: Use social media to find trending topics within your niche. Exploring these topics will attract a wider audience. Since I’m fashion related, the new designer bags and trends usually work well.


  • Emotional resonance: Tap into audience emotions by addressing aspirations, fears, or passions. So make it personal.


  • Unique perspectives and insights: Give fresh perspectives on well-established topics. This shows your expertise and will bring readers back. Especially if you know a lot about subjects.


  • How-to guides and practical tips: Create how-to guides and tip articles that address your readers problem areas. Reviews are really good for this too!


  • Conflict and debate: Controversial topics have the power to generate buzz around your blog. Just be careful as with every positive, there’s often negative.


  • Interviews: Feature industry experts to add authority to your blog. This can work really well.


  • Case studies: Bring your content back to reality by including case studies. The more information you can add to prove your points, the better.

Developing a Clear Structure

Structure is an essential ingredient for a successful blog post. A clear and logical flow guides readers from start to finish, ensuring they understand the message and take action. Your blog post should have the following elements:

  1. Introduction
  2. Body
  3. Supporting evidence
  4. Visuals
  5. Transitions
  6. Conclusion

By following these guidelines, your audience is much more likely to read your entire post.

Once you’ve found a format that works for your audience, you can recycle the template – even if the document is in “read-only” PDF format. By using SmallPDF, you can easily convert PDF to Word with zero fuss. Doing this allows you to completely edit previous content while keeping hold of the layout.

Most of us write directly on the blog (I know I do) as WordPress is super easy to use, but for those who prefer a more offline approach, Word works well. Here is an example of a structured blog post that does really well for me.

Crafting Captivating Titles

The world moves at a fast pace these days, meaning people don’t have time to reach half of your blog post to decide if they’re interested. You need to grab the attention of readers from the very beginning by crafting a captivating title. With a powerful title, you can entice readers to click on your blog and read to the end. For more information on creating captivating titles, you can read this article.

I’m not talking about a really silly click bait title that is totally different to the content and just grabbed your attention to disappoint you. I’m talking about making your title descriptive and exciting, based on what the content is. I had a title on my jeans blog called ‘I tried 5 pairs of Levi’s Ribcage jeans – this is what happened’ and it worked really well. It’s descriptive and enticing.



Writing Engaging and Informative Content

Effective blog writing is much more than including information; it’s about taking readers on a captivating experience that leaves them thirsty for more. Engaging and information content is a central component of blog writing. Most of us will do this naturally anyway when we write, but here are just a few elements to consider when writing your content:

  • Varied sentence structure: Avoid sounding monotonous by mixing up sentence length.


  • Vivid storytelling: Anecdotes will make your blog more relatable – paint a clear picture with extensive descriptions.


  • Concise and engaging: Avoid using overly complex sentences and jargon – be conversational.


  • Humour and wit: Lighten the mood with well-placed humour – just make sure it’s suitable for your audience.


  • Personal connection: Establish a connection with your audience through opinions, insights, and experiences.

Researching and Citing Sources

If you can conduct extensive research and find proper citations from credible sources, your blog post will become much more trustworthy. As well as this, making sure sources are cited helps to avoid plagiarism, which would undo all of your hard work. Everyone has a preferred way of researching but here are some favoured techniques:

  • Scan reputable sources: Prioritise sources from established experts, universities, and reputable institutions.


  • Use search engines: Google Scholar and academic databases like JSTOR are great for specialist research.


  • Identify keywords: Seek out relevant keywords for your blog post.


  • Evaluate website authority: Use Ahrefs or a similar tool to determine a website’s domain authority.


  • Cross-reference information: Validate information by looking for information from multiple sources.

Proofreading and Editing

The first draft of your blog post should be blind writing without worrying about spelling, grammar, and perfection – save that for the editing stage. Run your blog post through a grammar checker like Grammarly, but double-check recommended corrections before blindly agreeing. Next, read through each sentence to make sure it’s error-free. Before posting your blog, it’s a good idea to have someone else read over it with a fresh set of eyes if you want to. Proof reading is a super important step as any spelling mistakes can make you look less trustworthy.

Promoting Your Blog Post

After putting so much effort into creating a compelling blog post, it’s only fair that people get to read it. Blog post promotion is essential for maximising traffic and achieving your goals. If you’re not using social media, open a business profile for your blog and start connecting with your readers. Additionally, you can use email marketing, guest blogging, and website features to increase exposure to your blog post.

Following the strategies outlined above will lead you to an engaging blog post that establishes your expertise. Don’t be afraid to break free of blogging conventions, especially if your audience research suggests a radical approach may be best. The most important thing though is to keep it unique to you, and make sure it’s content that you’re happy writing. If you’re unhappy, the blog posts wont be enthusiastic.



    • Lorna
      January 8, 2024 / 10:49 pm

      Yeah! That one is a tricky one!

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