Why A Business Blog Is the Best Bang for Your Marketing Buck

Let’s Cut to the Chase.

Content Fuels the Internet.

Over the past two years of the pandemic, without face-to-face selling, networking and live events, the business world has seen a massive rise in the popularity of content marketing.

This means that if you sell services and want to say ahead of your competition, then you need to create content and lots of it.

I can imagine that your eyes may be glazing over right now because you lack the time (or inclination) to create lots of content. And that’s fair enough. As a small business owner, you are extremely busy. But even so, I’d like you to keep this in mind…

If you’re not showing up online consistently, you may as well be invisible.

Creating all that content doesn’t have to cause you headaches and anxiety. Instead, you can avoid all that by creating smart content — one comprehensive piece of content that you can break down into pieces to use over the internet (including social media).

And the most accessible, relatively easy and least expensive way of doing that is to start a blog.

Business Blogging is so scalable and affordable that it’s the third most common content marketing strategy for businesses.

(SEM Rush)

Chart showing all the Benefits of having a business blog

All the ways a business blog can benefit your business.

 However, if you’re unsure of how to start one, write one or use one for marketing purposes, fear not. In this series of blog posts, I’ll teach you all you need to know to have you up and blogging while enjoying the process and the results.

So, let’s start at the beginning:

What is a business blog?

A business blog is a collection of articles written to benefit your ideal prospect.

Each article is known as a blog post, and the act of writing a blog is called blogging.

Your blog lives on your website. It’s included in your website’s theme. However, if your website doesn’t have a blog page, it simply may not have been uploaded to your site.

(The term ‘blog’ is derivative of the original (1999) term web-log).


What is a business blog used for?

A blog is an online marketing channel, like social media, email marketing or podcasting, that helps support business growth.

Business blogging is an inbound marketing tactic used to get your business more online visibility by driving traffic to your website.

The concept behind blogging is to write blog posts that interest your target audience so that when they search online for answers to their questions, your blog post will show up in search engine results, and they’ll click on the link to your post to land on your website.

39% of internet users read 1-3 blog posts a week

11% read at least 1 post daily, &

10% read 4-6 posts per week

(Hubspot 2021 survey)

Websites don’t rank in search engines; pages do

How Google Indexes Content

A business needs to publish content consistently to increase its online visibility.

Every time you publish a new blog post, Google takes notice. It sends web crawlers to index your content for inclusion in search results. The more consistently you publish, the more the search engines will visit your website, giving your content a more significant opportunity to appear in search results. Stop publishing regularly, and the web crawlers stop visiting.

A business blog covers content that supports the business’s core services and products. The content is tailored to a targeted audience and structured to move the reader along their journey to becoming a client step by step. This happens when the business uses valuable, educational and engaging content.

Business Blogging Content Ideas

How do I get a blog?

A blog is generally included in your website’s theme. If you don’t have one installed, you will need to upload it to your website. If, for some reason, your theme doesn’t have a blog page, or you dislike the template that comes with your theme, you can have one designed for you. (This can be an expensive exercise). Alternatively, you may need to update your website’s theme.


How do I add a blog page to my website?

Adding a blog page to your site is not difficult to do. However, how do this depends on the type of website you have and whether or not you’re comfortable using the back-end.

So, if you’re not comfortable doing it yourself, please get someone who knows what they’re doing to do it for you or guide you through the process.

Because it’s important not to risk messing up your website if you’re not confident managing it.

However, if you do decide to DIY, there’s plenty of support online for all websites:

Instructions for a Wix Website

Instructions for a Squarespace website

Instructions for WordPress website.

 There are many benefits for a business when marketing with a blog. Here’s a list of the biggest ones:

Benefits of Business Blogging

A blog gives your business a platform. It’s an effective way to educate and share insights into your industry, business, products, and services and show how you help your clients. In addition, a blog strengthens your reputation and authority and builds relationships with your readers over time.

When you’ve been blogging for a while, you’ll have an extensive collection of articles, giving your readers a library of free resources that they’ll return to again and again. This comprehensive array of content will showcase your expertise and demonstrate to your readers that you understand their problems and that you care, that you have ideas to share and help make their lives easier.

That said, there are many other benefits to business blogging. Raise your hand if you want these benefits for your business

1.  Creating Brand Awareness & Attracting Prospects

Did you know that a blog is one of the first places people look when researching a business online? As a window into your business, it acts as a shortcut for potential clients to get a gut feel for how you think and what it may be like to work with you.

Therefore, a business blog can be a powerful tool that attracts the type of prospects who are more likely to be a good fit for your business because they’re interested in what you do and open to you teaching them something new.

2.  More (Free) Website Traffic

A blog helps boost SEO

Google loves looking for fresh content to deliver in its search results. So, every time you write a blog post, it’s one more web page indexed by search engines. This means it’s a greater opportunity for you to show up in Google and drive traffic to your website. The more blogs on your website, the more indexed pages and a greater chance for people to find your products and services.

3.  Get more leads (by growing your email list)

A blog boosts lead generation, helping to convert traffic into leads

Regular, fresh content of value to your audience that keeps them educated, engaged and entertained, compels them to stay on your website for longer. This increases the chances they’ll see your call-to-action on your post and download your free offer or signup for your newsletter—which gets them onto your email list.

A regular blog also gives people a reason to return to your site, which helps boost your page ranking on search engines.

On average, companies who blog produce 67% more leads per month.

4.  Better relationships with your client prospects

Having a blog strengthens your business relationships

The blogging platform enables you to express your business personality through your writing and communication style. More informal than a business website, a blog helps you interact with your audience more personally, increasing transparency and accessibility. By reading your posts and evaluating your service, prospects and partners get to know you and connect with you as a person, eventually deciding whether you’re the right fit.

5Grow demand and interest in your services and products

Writing blog posts as case studies or telling stories about past client successes will showcase what you can do for your readers, what they can expect and what it’s like to work with you. These types of blog posts can differentiate you from your competition (without giving anything away) and entice people who need your service to choose you over them.

6.  Stay ahead of your competition

A blog keeps you up-to-date and on top of your competition.

Researching your blog posts keeps you on top of new ideas, statistics and concepts, which may lead to inspiration for future products. A blog also allows you to illustrate why prospects should buy from you and not from the competition.

(It’s also highly likely that many of your competitors don’t have a blog or aren’t blogging to attract leads, which gives you another massive advantage).


“If people like you, they will listen to you, but if they trust you, they’ll do business with you.”

Zig Ziglar

7.  Build trust with your audience and customers

A business blog enhances your authority and credibility, highlights your business values, establishes trust and increases your online presence, all of which work to build customer loyalty.

8.  Continue to attract readers, long after being published

A good blog is evergreen which means it will continue to attract readers and potential leads months, even years after publication. As long as the content stays relevant, it will drive readership. The post type that fits best in the evergreen category includes Industry tips, “how-to” learnings, explanations, guides, education, and advice.

And to help older blogs stay relevant and therefore evergreen, older blogs can be updated and republished.

9.  And that’s not all…

A business blog is content fuel for your social media marketing

Choosing a blog as your primary content format is one of the easiest ways to develop organic content for your social media. Because it’s easy to repurpose. Here are some ways to spread the word:

  • Email your latest blog post to prospects on your email list
  • Put a link to your post on your social media channels
  • Write a condensed version for your LinkedIn newsletter and add a link to the original post (for further reading)
  • Add a link to your post on your outgoing emails
  • Create different versions of your content by splitting up the post into chunks and creating bite-sized pieces of content specifically for social media. Content ideas include 30-second videos, lives, stories, quotes, statistics, quizzes, an image gallery or infographic etc. (If you don’t have time to do this, simply pass your blog to your VA or social media marketer to repurpose for your socials.)
  • Turn the blog topic into a podcast by taking a slightly different perspective or interviewing another expert or success story.

And once you’ve built up a library of resources through consistent blogging, you’ll have an endless supply of content to use and reuse for social media. You’ll never be stuck for content ideas again!


The business blog is a powerhouse of a marketing tool.

If you’re thinking that a business blog could be just the thing to market your business and you want to know more, then stay tune for the next blog in the series. Where I’ll teach you how to start one and what takes to create a great one. Until then,


How to Write An Engaging Opening Sentence (with Examples)

Learning how to write an opening sentence is part science part art.

So, there’s a lot to be said about it.

An opening sentence has to be simple, really simple. And it has to be short, really short.

But it also needs to be captivating.

Trying to write an opening sentence can make you feel anxious because it carries a lot of weight.

As Stephen King explains:


An opening line should invite the reader to begin the story.

It should say:

Listen. Come in here. You want to know about this.

~Stephen King, Author

Novelist Stephen King admits to spending months even years writing opening sentences. But we’re business owners, we’re busy, and we don’t have that much time.

So what can we do?

To write an opening sentence that’s compelling, there are techniques you can use. But first, let’s look at what makes an opening sentence compelling, and then I’ll show you a couple of examples.


The Power and Passion of the Opening Sentence

The job of the opening sentence is to get the reader to read the second sentence. Sounds simple enough, right? But there’s more to it than that.

An engaging opening sentence grabs your attention and pulls you into the writer’s world. It introduces the writer’s voice and sets the tone for what’s to follow


The First Sentence is a Handshake

~Joe Fassler, the Atlantic

Let me explain.

The purpose of the first sentence is to get the reader to read the second sentence. And the job of the second sentence is to lead the reader on to the third sentence. It’s this vital progression —the first leading to the second, the second leading to the third, and so on— which bind together to form the rhythm of your blog post’s opening paragraph. The idea is to make it so engaging, that they hook the reader in.

Let’s take a look at a couple of examples.


The most famous lines ever written were opening sentences

In Copywriting

For Sale. Baby Shoes. Never Worn.

~attributed to Ernest Hemingway

In a Blog Post

You wake up. You roll over. You check your phone. You open your email.

~Nathan Collier,

9 Best Knowledge Base Software Options for Startups and Small Businesses

In Literature

We were somewhere around Barstow, on the edge of the desert,
when the drugs began to take hold.

~ Hunter S. Thompson,
Fear and Loathing in Las Vegas

In Film

I had the craziest dream last night; I was dancing the white swan.

~ Mark Heyman, John McLaughlin &
Andres Heinz, Black Swan

Can you see what these opening sentences have in common?

They’re interesting. They’re unique. They’re short, and they make you want to keep reading. Legendary copywriter, Joe Sugarman explains: 

Your first sentence should be very compelling by virtue of its short length and ease of reading. No long multisyllabic words. Keep it short, sweet and almost incomplete so that the reader has to read the next sentence.

8 Ways to Write an Opening Sentence that Hooks your Reader in

Let me take this opportunity to introduce you to William Zinsser.

William Zinsser is a writer, teacher and editor. The New York times credited his classic guide to non-fiction writing as a “bible for a generation of writers looking for clues to clean, compelling prose.”

In this book, On Writing Well, Zinsser discusses the opening sentence and the sentences that follow:

Your lead must capture your reader immediately and force him to keep reading. It must cajole him with freshness, or novelty or paradox, or humour or surprise, or with an unusual idea or interesting fact or a question. Anything will do, as long as it nudges his curiosity and tugs at his sleeves.

In the above quote, Zinsser mentions eight ways to write an opening sentence. They are:

  1. Cajole with freshness
  2. Novelty
  3. Paradox
  4. Humour
  5. Surprise
  6. Unusual Idea
  7. Interesting Fact
  8. Question

Let’s explore them, shall we?


1.  Cajole with freshness

(Cajole is an uncommonly used word. I had to look it up and here’s the definition: To flatter someone in an attempt to persuade them.)

So what better place to find fresh, cajoling inspiration than a blog post from a dating app?

“What’s Your Idea of a Perfect First Date?”

This works as an opening sentence for a variety of reasons:

  • It’s a question.
  • Questions encourage the reader to pause and think about and answer.
  • It’s personal and it’s fresh. It’s probably something you’re not often asked to think about (even though you probably have!).
  • Anyone of dating age can relate to it. Therefore, it taps into a broad target audience.
  • It makes the reader curious and eager to keep on reading because it has the potential of being a fun read.


2.  Novelty

Where there’s novelty, there’s originality and where there’s originality, there’s personality.

Novelty can be quirky or funny, even outrageous. It leads you in. Sometimes it shocks you, then it makes you wonder, and before you realise it you’re hooked.

Here’s a perfect example:

You know me as James Chartrand of Men with Pens, a regular Copyblogger contributor for just shy of two years.

And yet, I am a woman.

This is not a joke or an angle or an analogy — I’m literally a woman.

This is my story. 

3.  Paradox

A startling statement, fact or statistic, that may or may not be accurate, is an enthralling way to start a blog article. The more outrageous the statement, the more it drives the reader to keep reading because they’re dying to find out if it’s true. They’re also a great way to start a conversation.

There’s the paradox:

All animals are equal, but some are more equal than others.

~ George Orwell
Animal Farm

Whatever you do in life will be insignificant, but it is very important that you do it.

~ Ghandi

There’s the (may or may not be true) statement:

My mother didn’t try to stab my father until I was six.

~ Alan Alda
Never Have Your Dog Stuffed

There’s an opera house on the U.S.–Canada border where the stage is in one country and half the audience is in the other.

~ Buzz Feed, Blog Post: 42 Incredibly Weird Facts

And there’s the statistic:

In a 2011 study by Logitech, the computer accessory and remote controls manufacturer, revealed that there’s a 50 percent chance that your lost remote control is stuck between your sofa cushions. Meanwhile, 4 percent of lost remotes are found in the fridge or freezer, and 2 percent turn up somewhere outdoors or in the car.

Blog Post: Live Science:  8 Weird Statistics about Life

If you’re surprised by a statistic, chances are your reader will be too. Therefore, if you have one that’s related to your topic, be sure to put it in your opening paragraph.

4.  Humour

Telling a funny story is a wonderful way to open a blog post, particularly if the reader can relate to it. People love to be entertained, and what better way to do it than by telling an entertaining or hilarious story?


That time infamous singer-songwriter Kris Kristofferson landed a stolen helicopter on Johnny Cash’s lawn to sell him a song.

Cole Schafer, www.honeycopy.com

I don’t know how other men feel about their wives walking out on them, but I helped mine pack.

~Bill Manville, author, Breaking Up

5.  Surprise

Grab your reader with something unexpected and you harness his attention to the story you’re telling. At least for that moment.


Once upon a time, there was a woman who discovered she had turned into the wrong person.

~ Anne Tyler, Back When We Were Grownups

His children are falling from the sky.

~ Hilary Mantel, Bring Up the Bodies

6.  Unsual Idea

Unusual ideas are generally founded on personal opinions. So opening your blog post by stating a strong opinion on a popular topic can be an effective way to engage your reader.

An unusual idea creates intrigue for what’s to follow and questions whether your reader might agree or disagree —which is a fabulous way to start a robust conversation. But, be mindful that if you choose this opening, don’t sit on the fence. Thought leadership needs to go deep.


Personally, I’ve never liked the term “thought leadership”.

~ Brian Clarke, Copyblogger

I’ve often wondered what goes into a hot dog.

~ William Zinsser

The moment one learns English, complications set in.

~Felipe Alfau, Chromos

I love this last sentence. It’s short, it’s simple, and it’s wry. It also has a substantial degree of subtext. Yes, learning English is complicated, but you get the sense that there will be another layer to this.


7.  Interesting Fact or Statement

It takes seven years for your body to digest a piece of gum.

Cracking your knuckles will give you arthritis.

On average, you swallow eight spiders a year in your sleep.

People love facts because they back up what they already believe to be true. Facts stimulate conversation, are often shared, and can be controversial – we only have to look at the current discussions around Covid vaccinations to see how polarising people’s beliefs are.

Because facts drive conversation, they’re an excellent way to start a blog post. But not all facts are true. So, starting with an often believed but totally untrue fact—particularly if it relates to your industry— allows you to set the record straight by backing it up with evidence.


8.  Question

Questions can be a powerful way of starting a blog post, particularly if it’s a question that your reader may already be thinking, and one that resonates with how they feel. They’re also a good way of beginning a story.

Have you ever had one of those days when nothing goes right?

Does your moody teenager rule the house?

How do you respond when a stranger calls you a bitch?

Are your readers doing what you want them to do?

Did you know that 9 out of 10 of your blog readers don’t get past the first line of your posts?

So now you get the idea, let’s sum it up.

5 Tips on How to Write an Opening Sentence to Grab Attention

1.  Make it punchy

Boom! Get in there. Mix up your style by trying different openings. See where it leads you.

2.  Keep it short

Readers are lazy and busy. You have less than 5 seconds to grab their attention, so try to keep your first sentence under 10 words.

The shorter your first (and first few after that) sentence is, the punchier it will be, and the more likely your readers are to keep reading.


You’ve been here before.

~ Stephen King, Needful Things

3.  Give it its own line

Put it on its own line —a one-sentence paragraph. This creates a visual impact that ensures it’s simple enough to seed its way into the reader’s brain.


4.  Show Empathy

Connect with your reader by showing them you understand their thoughts and feelings. What can you say that will make them break out into a grin or leap up and punch the air? If you’ve felt it in your business journey, chances are they’re feeling it too. Spell it out.


5.  Show Personality

Think about your favourite books, blog posts and writers. What is it that makes you keep going back to them? I guarantee that their personality is a significant factor.

Personality is not something that can be forced. You’re either hilariously funny and quick with a joke or not. But there is something about you that people love and relate to. What is it? Are you empathetic, do you like to shock, or do you tell it like it is? Whatever it is, try and inject some of that into the first sentence—while remaining true to who you are, of course.


There is no magic to writing an opening sentence

An opening sentence might come to you straight away. On the other hand, it may be the thing you write last— after your post has been written. Then again, it may be “a little like catching moonbeams in a jar” (Stephen King). The most important thing is to not to overthink it. Despite what Mr King says, it’s not magic. Try to get something down in the first draft, then work on it in the editing.

Spending a little time on the opening line can pay off. But if it makes you break out into a cold sweat, try this tactic: Think about your reader. What keeps them up at night? Imagine having a conversation with her. What would you say first?  Often, the best approach is a simple question.



Content Creation Mindset: How to Blast Through The 7 Barriers Preventing Your Success

What is a content creation mindset?

A content creation mindset is a set of beliefs that shape a person’s attitude towards creating content.

Psychologists define attitudes as a learned tendency to evaluate things in a certain way. Whether we do this consciously or unconsciously, it influences our behaviours, beliefs, and feelings.

Loathe it or love it, content creation, like any other business activity, relies on your own energy and drive to make it happen. And when you are solely responsible for creating content for your business, the biggest threat to success can often be yourself.

In the early days of my business, I experienced my own subconscious barrier— something I couldn’t put a finger on was holding me back.  I learn that it was imposter syndrome and set myself on a path to overcoming it. I did some research to define what it was and to understand why I was feeling that way. But what made the most significant difference was the realisation that I wasn’t alone, and once I grasped that understanding, I could begin to overcome it.

It turns out that most content creators have barriers to break through when they start their content creation journey. You may recognise some of them in the following list.

The 7 biggest barriers to hitting that PUBLISH button

Barrier #1 Imposter Syndrome

This is the biggie, the top of the list and the biggest hurdle I had to overcome. It turns out that I was in good company – Tom Hanks, Serena Williams, Arianna Huffington, Maya Angelou, Michelle Obama and Albert Einstein have admitted to having struggled with imposter syndrome. All had feelings of being ‘found out’ — either as not competent, skilled, talented or deserving as people perceive them to be.

Imposter syndrome is tied to self-limiting beliefs and poor self-confidence. To tie in with content creation, it can be related to worrying about your credibility. Often expressed as a nagging doubt, a little voice that says, “Who do you think you are to being doing this?” (or versions of that). It can be a subconscious fear of what people think or a fear of being discovered that you’re not good enough, that you can’t write or because you aren’t expert enough to express your opinions, no one will read your content. Imposter syndrome is widespread among women and stems from the old-world narrative of ‘you’re a woman, you shouldn’t be doing this’.

Mindset Quote on Vulnerability

One of the best ways to overcome imposter syndrome is to understand it for what it is and talk about it. When you put these feelings out in the open, you’ll realise that you’re not alone, and you’ll get positive feedback on your abilities, which will give you strength. You’ll recognise that these self-beliefs are not true because you wouldn’t be doing what you’re doing if you didn’t belong where you are.

So when that little voice rears its ugly head, acknowledge it, then tell it to naff off.

Here’s a thought: Imposter syndrome is so universal – they gave it a name!

Content Creation Mindset Barrier #2 Worrying About What People Think

If you’re new to publishing blogs, videos, podcasts or images of yourself, then you’re going to be pushed beyond your usual comfort zones. The hurdle to overcome here is the fear of doing it in public.

Putting yourself ‘out there’ can be daunting. But if you’re hesitant to hit publish, then there could be more to it than that. I’d like you to consider something.  Are you someone who needs approval from others?  Are you a perfectionist, so much so that it hinders your performance? Are you honestly worried about posting selfies because of what you look like? If you answer yes, then this could relate to imposter syndrome. Michelle Obama discusses this candidly, in a quote from this video when, with feelings of imposter syndrome, she had to show up as the first lady in a boardroom full of men

Michelle Obama quote on Imposter Syndrome Mindset quote

It’s important to acknowledge that you’ll go through a period when you start to publish content when you feel that hardly anyone is paying attention because very few people are reading your blogs or engaging with you. But it won’t always be like this. Because when you show up consistently, publishing content that you know your audience wants, you’ll gain confidence every step of the way— and your audience will grow. It takes time, but it will happen.


Mindset Barrier #3  Being Too Busy

If I had a dollar for every time I heard this…

Yep, you’re busy. You’re a business owner. To be fair, this isn’t an excuse. It’s a fact. People are busy.

The only way to overcome this mindset hurdle is to make it a part of your routine.  Set aside a couple of hours first thing in the morning for content planning and creation. Use a content calendar to map out your content and a social media calendar to schedule your posts.

While you’re planning your content, think of the benefits of why you’re doing this. And just to remind you of those benefits, here are 7 of them:

7 Benefits of Blogging

  1. More potential clients
  2. Higher profile
  3. Greater trust & influence
  4. More connections
  5. Strong website traffic
  6. Larger email list
  7. More social media content

Content Creation Mindset Barrier

#4  Giving up Too Early

This is where you need to draw on your resilience to keep going. The main reason new businesses fail is that they give up too early, and if this is something you often feel like doing, then reading Kanter’s Law may help. Keep it on hand and read it often.

Kanters Law Everything can look like a failure in the middle

It’s about showing up consistently

When creating content, know that recognition leads to brand confidence and that confidence creates loyalty, so if gaining loyalty is one of your goals, it’s essential to show up consistently. When you post a blog on your website, you get traffic, when you post on social media, you get engagement. When people engage with your content, their friends see it. All of it is eyes on your content, so you are on their radar, and as a result, your audience grows.  Statistics say that it takes at least 8 touchpoints before a potential client reaches out to you. So make it easy for them and show up regularly.


Make it enjoyable for your audience to read your content

Is the format of your content scanable? Most readers  scan the content first, particularly if it’s a long article, then if it piques their curiosity, they’ll then go back and read it. It’s important that your article looks inviting by being easy on the eye? A lot of newbie content creators publish walls of text which turn readers off. There are some tricks to laying out content which you can easily learn.


Barrier #5  Fear of Technology

There’s no way around this. If you want to get good at something, anything at all, you must build up your skill level. And if you’re going to DIY your online marketing, that means learning software. This usually involves several hours of learning and in the beginning, a fair amount of frustration. People call it a learning curve. And it’s always worth it because you’ll have control and save money. And it’s nice to know that it always comes with support.

When you choose a reputable piece of software, there’ll be tutorials on how to use it and communities of users that offer advice and problem solve. This is the norm. It’s doable, and it’s learnable. Case in point – remember when you first got a smartphone?

Back in 2012, I had an online jewellery store, and I needed a website. For $250 (so cheap back then), a start-up website company built a 4-page website for me using WordPress. As it was a jewellery store, I had to regularly upload a lot of content, which meant an outlay of money to the website company every time I needed it done. Having had a bit of experience managing websites before (in an ancient program called FrontPage), I decided I’d learn to use WordPress, which is NOTHING like Frontpage. If any of you have been on a similar journey, then you’ll know what I’m saying when I say – it was a MASSIVE LEARNING CURVE. But learn I did. Fast forward to today, and I’ve built my own website; I upload my own content and save a lot of money. (I’ve even learned SEO).

You must get over your fear of technology

If you want to make your business more streamlined and content creation more productive in the future, then you’ll need to learn new software programs. Accept it because technology here to stay.

Mindset Quote

Content Creation Mindset Barrier #6  Procrastination

“I don’t have time now; I’ll do it tomorrow.”

“Have you seen that document I was working on last week?”

“I’ll just check my Facebook page for a sec.”

Any of this sound familiar?

Another big hurdle for most people. Procrastination – derived from Latin to mean to put off until tomorrow, is one of the main barriers blocking people from living the life they dream of.

Lack of willpower is often blamed for our tendency to procrastinate. But the new thinking is that it’s our motivation that’s to blame.

If procrastination is holding you back from achieving your goals, there’s a couple of excellent books that I recommend you read

  1. The ONE Thing by Gary Keller and Jay Papasan

Based on the concept of doing the one thing that will get you closer to your goals, it discusses the dangers of multi-tasking and the truth behind trying to live a balanced life.  It will completely rewire your thinking to get more productivity from your work and life, master what matters, and have less stress and a better lifestyle.

  1. Atomic Habits by James Clear

This book shows you how you can change your life by thinking big. The precis is that by forming habits to become a part of your daily routine, you can accomplish more by focussing on less.


Content Creation Mindset Barrier #7 Forgetting your Content Strategy

Sometimes we get drawn towards new things. There’s always a bright shiny object in the distance beckoning our attention, and it’s easy to get distracted from the path we’re on to achieving our goals. We put aside our strategy,  try new tactics and reach for new opportunities.

When you often change tactics or publish random content unrelated to your business or target market, it can confuse your audience and dilute your message. But when you go off strategy, you’re in danger of losing your direction.

In Gary Keller’s book The One Thing, he identifies what makes people successful. After studying the careers of numerous highly successful entrepreneurs, he found that it’s their ability to prioritise and set goals, and then to focus on that one thing that moves them towards achieving that goal.

If you find that you often stray from your strategy, then perhaps it’s time to review it. Have your goals changed? Is your business moving in another direction? If so, then it’s time to develop a new strategy.

If not, then it’s crucial to get back on track.


It’s important to take action

Content is such a massive part of marketing a business online, so it’s crucial to approach it with a positive mindset. Should you recognise some of the unconscious barriers in this list, try and face them head-on. Because only then can you confidently move towards achieving your business marketing goals.


How to Fit Blog Writing into a Busy Schedule (without compromising time)

Does this sound familiar?

Yesterday, you promised yourself you’d write that blog post. You even allocated time to fit blog writing into your busy schedule. But it didn’t happen.

If this does sound familiar then join the club, because it happens to us all. We get super focused on a different task, or something unexpected pops up and before we know it, another day has gone by.

The fact is that writing a good blog post takes a lot of time. And time is something in short supply, particularly when you’re running your business as well as doing the marketing.

Woman holding clock with clockface of business woman running

However, if you want to get serious about publishing your blog more often— to reap the benefits, then you may need a blog writing schedule—one that doesn’t interfere too much with your day-to-day.

Now, I’m not waving any magic wand here (nope, no fairy dust on this page). You still have to do the work, but a schedule will make your life a whole lot easier, and you’ll be hitting that publish button more consistently.

The impact of Not Posting Consistently

If you want to be known as a go-to in your industry, it’s essential to be top-of-mind with your audience. With millions of content pieces published every day, it’s easy to be forgotten if you don’t post consistently.

You will also be forgotten by Google. Neglecting to add fresh content regularly to your website means that Google will stop sending their website bots to scan and update your content as often.

It can be difficult to fit blog writing into a busy schedule. Doing so depends on what kind of writer you are.

So what ‘kind’ of blog writer are you?

How you approach writing a blog post is dependent on what type of writer you are. Typically, you may fall into one of these categories:


Do you start writing only stopping when finished?

Sitting down and writing it in one hit can have its drawbacks.

With this approach, it’s challenging to maintain momentum over a long period of time. Do you get tired, lose your focus and become easily distracted? I’m guessing you may be nodding here, because this approach is hard work!


Are you a perfectionist writer?

Do you edit when you write? Do endless rewrites? Obsess over spelling mistakes and grammatical errors? No doubt, you dislike the process immensely, because it takes up so much of your time.


Are you a distracted writer?

You like writing, but it’s challenging to get started and stay in the zone. You’re easily distracted. Even starting involves a great deal of procrastination. But once you get into it, the words begin to flow. But eventually, you get there.



Creating a Schedule  helps make writing less of a chore and more of a delight

Blog writing is a creative activity with benefits— an outlet for your opinions and thoughts— the perfect opportunity to educate your client prospects and draw them into your world.

When you think about all the benefits a blog gives your business, you know it’s worth the effort. Plus, there’s the bonus that you have a supply of content to share on social media when you repurpose the post.  (Download the ebook ’10 Ways to repurpose one blog post’ on how to do this—The link is in the sidebar next to this post.)


Have you every wondered how the world’s greatest authors write so prolifically?

There’s no real secret, only real dedication. And a routine. Every successful writer sets aside time to write—every day—until it’s done.

I’m not suggesting that you have to write every day, nor am I suggesting that you write a tome, after all this is about writing blog posts, but they do have a point. If you publish your business blog haphazardly, because you struggle to find the time to write it, then setting up a blog writing routine may be your answer.

“Routine, in an intelligent man*, is a sign of ambition.”

~ W.H. Auden, Pulitzer prize winning poet

* quoted in 1958

Transform your haphazard blog writing routine into a passion

This isn’t going to be a long process, honestly. The concept behind fitting blog writing into your busy schedule is to break the tasks up into segments over a couple of days.


How to put a Blog Writing Routine into Practice

Have you read the book Atomic Habits by James Clear? If not, I highly recommend it. He writes about setting up routines and practices to achieve goals.


“You do not rise to the level of your goals.

You fall to the level of your systems.”

~ James Clear

James suggests deciding on a goal and implementing regular daily habits that progress you towards that goal. 

By fitting those habits into your lifestyle, they become, by their nature, so ingrained, they come to be a part of your lifestyle.

Habits, that because of the action, result in self improvement and become motivation.

Writing Habit Formation

The 3R’s of Habit Formation, James Clear


If your goal is to be regularly publishing content, the best, most positive way to achieve this, is to incorporate a blog writing routine into your monthly schedule and make it a habit.

How to Fit Blog Writing into your busy Schedule



Choose your time.

Time may be a four-letter word around that can involve a lot of emotion—but we all have the same 24 hours. Ask Beyonce. Ask Stephen King.

The majority of writers find writing first thing in the morning to be the best time. I tend to agree. Even though I’m not a morning person, I find that if I don’t do it first thing, the day gets away from me and it doesn’t get done. (Bit like going to the gym).

I’m not suggesting getting up at 5 AM and forfeiting your morning walk or gym session, but how about scheduling time when you get back home, after dropping the kids off at school or when you first arrive in the office (before checking your emails!) Which brings me to dealing with distractions…

“A writer who waits for ideal conditions under which to work will die without putting a word on paper.”

~ E.B. White

Author Charlotte’s Web, Stuart Little + more

Turn off anything that goes beep, has a ring tone or knocks on the door. If you’re in a boss-office tell someone near you that you don’t want to be disturbed. So they can dive tackle them  before their knuckles hit the door. (In my previous life I an Exec Assistant – I did a lot of dive tackling).

Day 1 : Plan and Outline the Blog Post

Planning your blog post keeps you focused and will prevent you from from going off on tangents and getting distracted.

  • First up, set a deadline for the date you’ll publish your blog post— a deadline keeps you accountable.
  • Second, plan the content. Planning involves researching the topic for information that will support and strengthen your content—things like quotes from experts, statistics and visuals. It also involves doing keyword research.
  • If your post is quite in-depth you may like to take the research phase a bit further by reading and analysing 3-5 other published posts on your topic. This can help you discover what you can improve on or how you can add to the conversation— a different perspective perhaps?

To make the process easier, download the blog post planner template to start planning your post.


Outline your Blog Post

This task is an extension of the planning phase and involves drafting your:

  • blog title*
  • opening sentences
  • subheadings, and
  • wrap up:  conclusion, CTA and links.

As this is still a draft stage, it’s easiest to use bullet points.

Download the Outline template to start outlining your post.


*A Note about the Blog Title (Headline)

It’s not necessary to have a blog title written in this stage. Just use a draft ‘working’ title that contains your keywords. This will keep your writing focused.

If you prefer, you can start working on your headline during this stage, but please don’t get stuck on it for hours. Sometimes headline inspiration doesn’t come when you’re tired. Sometimes they come to you when you’re doing something else – like walking the dog.

That’s it for day 1.  Your job is done. Now you can get on with the rest of your day.

Never underestimate the importance of taking a break

Taking a break gives your mind time to re-energise and engage in passive thinking. Inspiration can strike when you’re doing the dishes, but not when you’re tired and trying to force it. After taking a break, you may return to your writing with a different perspective.

Even a brisk walk can make all the difference.

Day 2

The goal for today is to write the first draft

A big old brain dump.

Using your outline as a guide, begin expanding on those bullet points.

Try not to edit as you go and ignore word count. You’ll get to that later.

The goal today is to get it down on the page. A big ugly first draft.

Approach the First Draft with a Content Sprint

Writing a first draft is hard.  Some days it can feel like you’re on a mission to conquer a steep hill— you can feel the burn in the back of your legs and all you want to do is lie down.

The only way to face it is head-on. As the Nike slogan goes – Just Do It!  I tackle my first drafts first thing in the morning —it’s the time of least resistance. I may read it back and recoil in horror, but it’s usually something I can work with.

Setting a time limit helps. Even going so far as using an actual timer. Poise pen, start writing, end when beep goes off. First draft done.

Leave it and get on with your day.


Avoid the temptation to edit

The perfectionist in some of you will be itching to edit the work. Please don’t. Not at this stage. You’ll increase the possibility of getting bogged down in rewrites and spend more time on it than you need. Besides editing requires fresh eyes and a clear mind. Best leave it until the next day.

If you are close to your deadline, leave it for a few hours otherwise, return to it tomorrow.

No one ever publishes a first draft.

When Issues with Writing become Excuses

There are many excuses for not writing.

It’s too hard.

I’m not in the mood.

I don’t know what to write about.

But really, these are just excuses. The reality is that excuses are the result of a lack of preparation.

Here are some ways famous authors face these excuses head-on.


Got Writer’s Block?

“I don’t believe in writer’s block. Think about it — when you were blocked in college and had to write a paper, didn’t it always manage to fix itself the night before the paper was due? Writer’s block is having too much time on your hands. If you have a limited amount of time to write, you just sit down and do it. You might not write well every day, but you can always edit a bad page.

You can’t edit a blank page.”

~Jodi Picoult

Author of 24 novels (8 NYT best sellers)

Not in the mood for Writing?

“I only write when I’m inspired, so I see to it

that I’m inspired every morning at nine o’clock.”

~Peter De Vries, author of 26 novels

Lacking Motivation?

“A lot of people feel like they lack motivation, when what they really lack is clarity.”

~James Clear, Author, Atomic Habits

Don’t know what to write about?

“I made a decision to write for my readers, not to try to find more readers for my writing.”

~ Seth Godin, Marketing Guru

Author 19 books &  1 hugely successful blog

Day 3

The Goal for today is to Proofread, Edit and Format your Post

Step 1

Read your post. Read it out aloud. Check for the following:

  • Does your writing flow, does it have rhythm? Or do you stumble on words or phrasing?
  • Does it make sense, is it easy to understand?
  • Do you get your point across clearly?

Tidy up where necessary.


Step 2

Format Your Post

This step is about making sure your content is easy to read and scan.

  • Break up long sentences and paragraphs into short sentences and paragraphs. This will give your post its rhythm.
  • Ensure everything on the page stands out by surrounding text and visuals with plenty of whitespace.
  • Help readers scan your post using bold text or italics.
  • Put items into bulleted lists.
  • Indent quotes or important points.
  • Ensure that you have included alt tags on your images.
  • Upload the post to your website.

Resist the urge to obsess over perfectionism…

“Done is better than perfect.”

 ~Sheryl Sandberg, COO Facebook

Day 4

The Goal for today is to Promote Your Post

The hard work’s done. Now it’s time to get it out into the world.

Promote your post on social media by lifting pieces of content from your blog post and turning them into quote posts, 30-second videos or information snippets – infographics, statistics, interesting facts etc.

(Download the ebook ’10 Ways to repurpose one blog post’ on how to do this—The link is in the sidebar next to this post.)


Will this blog writing schedule work for you?

Don’t stress it if the 4 days spread out to 5. Some days we have more time than others. After all, this routine is a guide only— to get you into a routine.

“[There is] evidence that environments, schedules, and rituals restructure the writing process and amplify performance… These practices encourage a state of flow rather than one of anxiety or boredom. Like strategies, these other aspects of a writer’s method may alleviate the difficulty of attentional overload.”

~Ronald T. Kellogg, cognitive psychologist

The Psychology of Writing

Work that isn’t scheduled doesn’t get done

Try to approach blogging with the mindset of— write like a writer and act like a publisher.  A publisher publishes consistently.

Even though it’s hard to find the time to fit content writing into a hectic business schedule, breaking it up into chunks makes it more manageable and less overwhelming.

Don’t let blogging fall to the bottom of your to-do list. Keep focused on why you’re doing it.

Each blog post is an opportunity to grow your audience. To strengthen your profile. To get more website traffic. To win more business.

Publish…and be proud of your work.

“Never, never, never, never—give up.”

~Winston Churchill

Author of 43 books. Including the Nobel Prize for Literature, 1953

How to Write Blog Posts Like the Pros

Have you ever read a captivating blog post from your favourite author and wondered how to write blog posts just like it?

They make it seem so simple, while you struggle for hours to write one post for your business.

Tell me.

Have you ever stopped to think what it is about those posts that appeal to you so much?

Is it the way the headline entices you to click?

Or that the writer genuinely understands how you feel?

Maybe it’s because it seems that they wrote it exclusively for you.

How to Write Blog Posts Using Fairy Dust

Perhaps you think there’s a ‘magic’ formula or some trick of the trade?

Perhaps there is. Perhaps there’s just a sprinkling of fairy dust involved.

Let’s take a look at what the fairy dust could be.

Fairy sprinkling fairy dust while flying over laptop

Copying the Masters

Sometimes great writers can make new bloggers feel intimidated and amateurish.

But it’s important to recognise that exceptional writers were once amateurs.

They learned that great writing requires skill, more than talent.

So they studied writing and in the process discovered a trick or two.

They discovered the BIGGEST TRICK OF ALL.

That to be a great writer – they should copy the masters.

‘You want to learn how to write blog posts like the pros, but copying’s cheating.’ (I hear you say).

Let me clarify.


Copying doesn’t mean stealing

Copying isn’t about replicating a blog post word for word. It’s about deconstruction —that is, analysing the framework and the writing style, and breaking down each sentence to see what techniques the author has used.

Cartoon Sketch of laptop with a thief on the screen

What about Originality?

There’s a lot of pressure in our society to be ‘original’, to stand out from the crowd. But it’s arguable that originality even exists. Google the question “Does originality exist?” and you’ll get many responses.

(Ah the science of philosophy).


Copying the masters has been around for centuries

Since it’s opening in 1793, the Louvre permits amateur and professional artists to copy from its collection. An experience shared with the likes of Dali, Degas, Picasso and Cezanne.

Cezanne is quoted as saying:

“The Louve is the book from which we all learn to read.”


Copying Exists Wherever There is Creativity



“It’s none of their business that you have to learn to write. Let them think you were born that way.”

—Ernest Hemingway


“Only those with no memory insist on their originality.”

—Coco Chanel


“I refuse to believe that Hendrix had the last possessed hand, that Joplin had the last drunken throat, that Morrison had the last enlightened mind.”

—Patti Smith


So why not do the same with writing?

You can bet your bottom dollar that the writers you study use a framework and techniques they copied from their favourite writers. So why don’t you?



…drum roll please



(this technique works for any piece of writing)

Yep, you’re going to pull them apart, technique by technique, paragraph by paragraph, sentence by sentence, word by word and image by image.

Look for the fairy dust.

Take notes.

Here’s how.



Step 1: Conduct Research

Who are your favourite blog writers?

Find two or three blog posts from your favourite blogger(s) and print them out.

Then grab a coffee and some different coloured highlighters and a pen, then kick back in a comfy chair — because this will take an hour or so.


Are you a reluctant writer?


If you’re a reluctant writer, you may not be 100% confident on what constitutes good or bad writing.

It doesn’t matter.

What matters is that you focus on writing that appeals to you and interests you.

Once you’ve analysed a couple of posts, you’ll begin to see the difference.



Step 2: Analyse the post length

  • What’s the length of the post?

You don’t need to get specific about this; an estimate will do. The average page – double spaced – has around 200 words. The average blog post is around 1500 words.

If you have more than one post from the same author, check if the lengths of the posts vary? Some may be around 1000 words and others 2,500 for example.


Step 3:  Examine the Paragraphs

Good writing means short paragraphs. No one wants to read a wall of text – it makes your eyes glass over –

How does the writer handle their paragraphs?


  • Are they long or short?
  • How many sentences are in each one? Are there any single sentence paragraphs? Do short paragraphs follow long paragraphs?
  • If so, how often is this technique used?


Next to each paragraph, make a note of how many sentences and lines it has. 

  • Do you see a pattern?
  • How does this affect the flow and rhythm when reading the post?

Step 4:  Look for Links

Links are essential for SEO. They also encourage the reader to check out your other blog posts.


  • How many internal links are there? (These are links leading to other posts on the author’s website)
  • How many external links are there? (these are links leading to third party websites)
  • How are they incorporated into the text?
  • Are they always relevant?



Step 5:  Study the headline

Magnifying glass analysing a blog post

Did you know that 8 out of 10 people will read a headline, but only 2 out of 10 will read the rest of your content?

The job of a headline is to grab attention.


  • How successful is the headline in achieving this?
  • What type of headline is it? For example: Is it a list (top 10) headline? Or a How-To (do something) headline?
  • What compelled you to click on it? Does it promise a benefit to the reader? How long is it? What words does it contain?
  • How do the headlines differ from one blog post to the next?
  • There’s a skill to writing a good headline. It takes lots of practice.

Top tip: Create a swipe file and start collecting good headlines. And refer to them

Step 6: Look at the subheadings

Subheadings work as signposts for information that follows.

They break up the text into sections and to allow busy people to skim over the content.

Their purpose is to capture those skimmers’ attention and entice them to read on.

Traditionally, in blog posts, a subheading appears once every 300 words.


  • How long are the subheadings?
  • How often do they appear?
  • What words has the author used?
  • Do they compel you to keep reading? If so, why?


Step 7: Examine the opening sentence

Master writers spend most of their time crafting the first sentence because it has a lot of work to do.

Generally, the opening sentence is a single line, followed by 2 or 3 short sentences. The overall purpose of the opening is to engage the reader.

The job of the first sentence is to get them to read the second sentence.

The job of the second sentence is to get them to read the third sentence, and so on.


  • Take a look at the opening; how does it begin?
  • Does it open with a bang? A statement or a question? A statistic or fact? If so, does it draw you in and make you want to keep reading?
  • Do the opening sentences follow with a statement of what to expect if you continue reading this piece?
  • If so, how do they do this?
  • Where does this appear – how far into the piece?


Step 8: Explore the Words

  • Does the writer use short snappy verbs like hurry, guide, slide, shine, grip, grasp?
  • Or multiple syllable verbs like spearheaded, formulated, consolidated, stimulated?
  • Are certain words repeated?
  • Have they used any particular writing techniques, such as alliteration, metaphor, or hyperbole?
  • Do they use words that stimulate your senses like glittering, radiant, lumpy, spicy, mumble?
  • Any acronyms (AFAYK)* or business-speak? (To get buy-in we must touch base with our corporate values)
  • Are there any unusual words or slang? Blah, Gobbledygook, Xertz* (yes really).

*AFAYK – as far as I know. *Xertz – to drink something quickly

Step 9: Go through the post and highlight (using a different colour for each) examples of:

  • Stories or metaphors used
  • Sources
  • Quotes
  • Tips
  • The writer’s opinions, conclusions or points of view
  • Examples of interesting and engaging writing techniques or unusual word choices
  • When the writer has used the word you or yourwe or our.
  • How does this make you feel? How many times are they used? Count them.
  • When the author refers to themselves. For example:

“In the past two years I’ve studied hundreds of blog posts.” or “When I edit, I look for….” How many times have they done this? How does this make you feel?


Step 10: Scrutinise the Ending/Conclusion

A good ending wraps up the piece and inspires the reader to implement the writer’s advice. It may also encourage the reader to take action on something.


  • How has the writer wrapped up the blog post?
  • Does it feel finished and balanced?
  • Does it ask you to do something?
  • Does it repeat the essence of the message?
  • Does it sum the piece up or refer to the opening paragraph?

Stop Doubting Yourself

Learning how to write blog posts like a pro is difficult.

At times you may feel overwhelmed.

You may even continue to feel intimidated when you read a staggeringly well-written blog post… DON’T.

Because now you understand the writing techniques behind your favourite posts.

You recognise the framework and the tips and tricks they’ve used.

You are no longer an amateur. You’re a student.

See the distinction?

Whenever you come across a fantastic piece of writing, pull it apart.

Copy the techniques.

The more you copy, the more masterful you’ll become.

Why no-one read your blog post (and what to do about it)

Why no-one read your blog post (and what to do about it)

Dear blogger,

I’ll admit, I didn’t read your blog post.

Do you want to know why I didn’t read your blog post?

It was because of the layout.

Your blog post was too hard to read. 

Now that I’ve admitted that, can I ask you a question? How many blog articles do you read— I mean actually read – from start to finish?”

Naturally your answer’s going to depend on what type of reader you are and that can vary. But did you know that most people scan blog posts rather than read them?

In fact, there are all kinds of statistics that ‘prove’ this. Though how they actually know is beyond me— I read loads of posts and I’ve never been asked. However, the latest stats show that it’s around 43%. Though I reckon it’s higher. Much, much higher. 

43% of people admit to skimming blog posts

How Readers Scan Online Content

On that note, I have to admit something to you—I’m one of them—a scanner. Well, I scan most blog posts, about 95%. That figure could be higher, but I relegate a lot of them to the too hard basket – I don’t even bother scanning them—too hard to read. Which could be a shame because the content might be incredibly valuable. But I’ll never know.

Which brings me back to why I didn’t read your blog post. I’m sorry, but I put it in the ‘too hard’ basket.

You see as one of the ‘scanners’ I read blog posts like they do:

  1. First, we read the blog title; and if sounds enticing…
  2. We read the introduction; if that’s interesting…
  3. We read the first paragraph.
  4. Then, we skim down the page and read the bits that capture our attention, or we look for the section that answers the question the headline promises to deliver on
  5. And then, only then, if the post seems
  • interesting
  • valuable
  • well written and /or
  • entertaining

…and having got the gist of the post,

We may or may not go back to the beginning and read the whole article.


Eye Tracking Studies

Over the years there have been numerous eye tracking studies that show when reading on screen, a typical reader’s gaze runs down the left side of the page with brief forays deeper into the line. As they progress down the page the reader steadily reads less and less into the line. This is known as the F-shaped pattern.

Heat Map of F shaped onlne reading pattern

The F-Shaped Pattern
Eyetracking by Nielsen Norman Group: nngroup.com

In addition to the F-shaped pattern, there are other scanning styles that have appeared in eye tracking studies:


  • some people scan the headings and subheadings only, skipping the normal text below
  • others skip big chunks of text looking for something specific, such as a particular set of words, statistics, numbers or a link
  • and some readers fixate on almost everything on the page. This occurs when readers are engaged and highly interested in your content. They will read your entire post. This is the holy grail when it comes to writing content. It’s achievable when we make a connection with our ideal reader because it’s written for them and we understand who they are and what they want from us.

How to Layout your Blog Post to Optimise for Scanning

Now that you know this, I want to help you learn to layout your post so that it’s easy to scan and encourages the scanner to read the post from start to finish.

I’ll start with an example of what your blog post looked like, paying attention to the layout only.

How Not to Layout a Blog Post

This blog post is incredibly hard to read because the sentences are overly long, and they are all around the same length, which makes the post difficult to understand. In fact, the more words you write, the harder it is for the reader to get your message. Because of this there is no sense of flow so using sentences of varying lengths is much better because it makes your text easier to read and creates a sense of rhythm to your writing. Also, each of the sentences flows onto the next which makes for long paragraphs with minimal paragraph breaks, which means that there’s not enough white space on the page to rest my eyes. Reading like this is too hard; it actually makes my eyes tired. And the text, because it’s single-spaced, it contributes to making it harder to read than if 1.5 spacing was used instead. Also the font is too small, which means that I have to increase the document size to read it comfortably.

Formatting your text is known as signposting which is an effective way to capture your reader’s attention. There are no sub-headings to capture the reader’s attention which means they’ll likely miss the relevant parts of the post, and valuable or essential information, such as quotes and statistics haven’t been highlighted in the example, so they are easily missed when scanning the page. The blog post is all text; there are no visuals to help bring the words to life or to emphasise the main points. How more engaging it would be if the piece used a visual graph to represent the statistics then they would be more likely remembered. Numbers are boring, unlike visuals which people love to share. Content writers often research blog posts to search for information they can share on their blog posts and social media channels, and visuals, particularly infographics, graphs, quotes and memes are the most popular. So try and incorporate one or two of these in each of your posts.

You have to admit – this is hard to read.

Compared to this example:


The above text is incredibly hard to read because the sentences are overly long and around the same length. This makes them difficult to understand. In fact, the more words you write, the harder it is for the reader to get your message. Because of this there is no sense of flow. Using sentences of varying lengths is much better because it makes your text easier to read and understand while creating a sense of rhythm to your writing.

Writing sentences in varying lengths makes your text easier to read and creates a sense of rhythm to your writing.


Use White Space

Each of the sentences flows onto the next, which makes for long paragraphs with minimal paragraph breaks. This type of layout means that there’s not enough white space on the page to rest my eyes. Reading like this is too hard because it actually makes my eyes tired.


Text and Font Size

And the text! Because it’s single-spaced, it contributes to making it harder to read than if 1.5 spacing was used instead. Also, the font is too small, which means I have to increase the document size to read it comfortably.



Formatting your text is known as signposting which is an effective way to capture your reader’s attention. Here’s how to do this:


Use Sub-Headings 

There are no sub-headings to capture the reader’s attention. Which means they’ll likely miss the relevant parts of the post.


Highlight Important Information

Valuable or essential information, such as quotes and statistics, haven’t been highlighted in the example, so they are also easily missed when scanning the page.


Use Visuals

The blog post is all text; there are no visuals to help bring the words to life or to emphasise the main points.

What you didn't read my blog post - upset man

The post would be much more engaging if a visual graph was used to represent the statistics (like in the example above). Because when you use visuals, the ‘numbers’ are more easily remembered.

Let’s be honest, numbers on their own are boring—unlike visuals—which people love to share on their own blog posts and social media channels. The most popular visual content for sharing are:


  • Infographics
  • Graphs
  • Quotes and
  • Memes

Therefore, to encourage people to share your content, incorporate one or two visuals in each of your posts.


As you can see in the two examples, version 2 is considerably easier to scan than version 1 and will increase the chances of your blog post being read.

Bottom Line…if you want people to read your blog post, use a layout similar to Version 2.

I hope this helps.




PS  Please download the template of The PERFECT BLOG POST LAYOUT to use when writing your next blog post. It’ll keep you on track 🙂