The Guide to Creating a Series of Blog Posts

by Susan Mullin

Creating a Blog Series | TorchLight

Have you considered writing a series of blog posts? Content marketing is an incredibly popular way to connect with customers. According to one survey, nearly 86 percent of marketers use the approach. 80 percent of all respondents stated that they could demonstrate, using metrics, that these activities have increased audience engagement.

Blogging is an excellent platform for content marketing.

Not only does the information reside on your website, but it’s easy to convert into emails or social posts. Now, the content performs multiple roles.

Content marketing jobs in DC often task professionals with creating blogs. While standalone pieces can be effective, creating a series doesn’t just provide an opportunity to create great content. It also has a built-in mechanism to keep your audience reading. Plus, it can be great for SEO and establishing your site as a valuable resource on a particular subject.

If you are ready to create a series of blog posts, follow these tips.

Identify a Central Topic

Focus your blog series on a central idea. Ideally, you want a topic that you can cover in-depth. That said, it shouldn’t be too complex for a single post to cover adequately.

Choose an idea that relates strongly to your business and also provides readers with value. In most cases, a blog post series should showcase your company as an authority on a subject. Remember to do this without being entirely sales-oriented.

Break It Down

Once you have a central topic, you need to break it down into subsections. Start by outlining the major points you want to cover. See which ones can stand alone as a primary point of emphasis for a piece.

Make sure to list them in order based on a recognizable progression, much like the chapters in a book. Ultimately, a series of blog posts should create a cohesive story if read in quick succession. Thus, make sure each point flows naturally into the next.

You should also consider which keywords work for each section. How will they work across the series? This can help you stay on target by defining which concepts are most important. It will also ensure your posts have a positive impact on SEO.

Write the Drafts

While it may seem easier to write each draft as needed, it is wiser to create them all at once. This makes it easier to review the entire series to make sure everything works well together. Additionally, if certain drafts are not the ideal length, you have time to change them. You can determine whether you need to combine points or break down a single point into more posts.

Finalize the Content

After you’ve reviewed (and adjusted, if necessary) all of the drafts, you can edit and finalize the drafts. Typically, this involves everything from spelling and grammar checks to the addition of images to fact-checking.

Create a Publishing Plan

Once the blogs are approved, you can craft a strategic publishing plan. Figure out when the posts should be released to the public. Also, decide whether the content will be simultaneously used in marketing emails or on social media.

In many cases, you can schedule the publishing events in advance. That way, once they are set, you know everything is ready to go.

Follow the Schedule

At this point, you should have all the content you need and a schedule for its release. Now, you just need to make sure each blog goes live at the right time. Synchronize any additional activities, like email blasts or social media posts, as well.

By following the steps above, your blog posts will establish your company as a subject-matter expert. Additionally, you may increase engagement, particularly if your readers can’t wait to see what comes out in the next post.

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Posted in , Copywriting