Content is really a simplistic way of looking at how your business is engaging in conversations with prospects and customers.  The content of those conversations takes a variety of forms and that is one way we review our content before we publish it.  Here’s the outline we created that provides 4 key areas that need to be addressed every time you sit down to write.

Blog Outline

1.  Determine the type of post you are creating and your target audience.

Before you can create a post, you have to choose who you are targeting and what type of content you are creating.  This helps you find  your writing voice and also helps you zero in on your ideal market.  Creating content is an intentional process and without attention to this detail, your post will just be more noise in the blogosphere.

Types of posts

  • Content
  • Promotion
  • Interview
  • Review
  • Product
  • List
  • Selfless Promotion
  • Case Studies
  • People profiles
  • Social Issue
  • News feature
  • Thought leader
  • Fan builder
  • Compilation of past posts with links
  • Link post – commenting on someone else’s blog
  • Rant
  • Inspirational
  • How to
  • Hot Tips
  • Conversation starter


  • Who is my target audience
    • Headline
    • Keyword/phrase rich
  • Components to consider
    • Meta description
    • body
    • 3-5 bullet points
    • graphics
    • statistics
    • photos
    • personal story
    • take away
    • conclusion
    • call to action
    • tags
    • categories
    • Bio
    • Request to connect
    • Call to comment
    • Call to refer

2.  What are you giving away? How are you connecting with your reader and what additional factors can you consider?

Not all posts should have a freebie, but they should be sticky and help you build your list.  Whether it is a free download or ebook or a simple request to sign up for your newsletter, make sure you provide at least one connection opportunity within the post itself.

  • Is there a free offer
  • Is there a free download
  • Are there internal links
  • Are there external links

3.  How are you going to leverage this post? What other outlets can you adapt your content for?

You don’t want to just copy and paste your blog into other outlets, but you can adapt and share the content in a variety of ways to get better leverage and share your message. Here are few ideas of how to maximize exposure for your blog content.

  • Podcast
  • Article service
  • Guest post
  • Video post
  • Ebook
  • Tweets
  • Newspaper
  • Business magazines
  • Newsletter
  • Webinars

4.  How will you determine if your post is a success? 

Do you have a goal with your content, beyond crossing your fingers and hoping someone reads it?  With each post it is helpful to have a plan that includes your success factors.  There are several analytic plugins for WordPress blogs that help you measure success, as well as those found in Google Analytics and Hootsuite.  Here are a few to consider.

  • Metrics
  • Subscribers
  • Inbound links
  • Comments
  • Shares
  • Likes
  • Downloads
  • Site ranking
  • Site hits
This isn’t an exhaustive list of what you should include in a blog post, but it is a good start.  No matter what, you want to make sure you have considered every opportunity to engage with your reader and offer an opportunity to continue the conversation.

Here are a few additional places to find content writing ideas:


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