A template will save you from the dreaded blank blog post page!
Recently, one of my clients, LindaAnne, called me to say, “I’ve just found the most wonderful article about new cancer treatments! I’ve got to write about it!”
LindaAnne is interested in cancer because she runs Lymphatic Therapy Services, a day spa that specializes in massage for those with lymphatic issues like: leg lymphedema (heavy legs), lipedema, fat disorders, post-operative issues and more.
LindaAnne was so thrilled because the new treatments would help her clients who had recently undergone cancer surgery including mastectomy. When lymph nodes are removed after cancer surgery, the liquid that transports cell waste through the body—the lymph—can build up, causing swelling. (I didn’t even know until I met LindaAnne that there was a lymph system much like the circulatory system—cool!) Manual lymphatic massage or MLD helps to drain these fluids, returning skin and the lymph system to normal size and function.
Sometimes, How to Write a Blog Post Escapes You – Cheat with a Template
After looking at the cancer article that inspired LindaAnne, I agreed that it would be great for her not only to let her clients know about it but to add her perspective. Busy with clients and relentless business tasks, however, LindaAnne had neither the time nor the brain space to figure out how to get this information to her email subscribers with her experience and insights. More, she wasn’t sure of the keywords she’d need to use to connect with NEW prospects who may be struggling with the issues her current clients do.
My advice to LindaAnne: follow this simple template, get her notes in, then pass it back to me for editing. In the meantime, I would use tools like SEMRush, Google Planner, BuzzSumo and more to find the specific keywords clients who may need her services are using to explore this related topic.
As for the writing, I encouraged her to:
Start with an easy line: “I was fascinated by reading about ____________ [name topic and link to article] in _______________ [publication] this weekend. If you haven’t read it yet, it covered these points:
[Give a general overview of what your cancer surgery clients suffer from and how they cope and:] I’m very excited about this new finding/procedure because so many of my clients come in with post-surgical lymphedema.
These clients struggle with ______________________________________________________
My heart goes out to them.
[SPECIFIC ANECDOTE HERE] In fact, one client, a retired psychologist [give a detail about them to make them more vivid] ______________________________ was suffering from
experiencing ________________________________________________________. The [issue
(lymphedema, joint pain] ____________________________________ prevented him from [Now explain
how this problem limited his life] ________________________________________________
[HOW THE BUSINESS SOLVED THE PROBLEM HERE] The good news is that after working with him for ___________ months, we got the ____________________ under control. Hal was able to go back to
[NOW RETURN TO THE IDEAS IN THE ARTICLE AND / OR GIVE SOME HISTORICAL BACKGROUND] “I remember when a breast cancer diagnosis was a death sentence. Today, with the help of medical breakthroughs, new drugs and alternative therapies, _______ % of women in stage 1 breast cancer have a 90% chance of living to 5 years. 72 % of women in stage 2 breast cancer live to 5 years. For those with stage 3 breast cancer, the numbers are lower at 51%, but these figures are far higher than they were even 5 years ago.
The article makes these great points:
[Optional!] I agree with the doctor on this point
[Optional!] I’m skeptical, however, that
[conclude] Overall, I’m relieved that the oncologists continue to make progress in their fight against the mysteries of cancer.
[NOW FOR THE SOFT SELL–CONNECT WITH THEM SOMEHOW]
If you or someone you know is undergoing mastectomy or other surgical treatment, know that lymphedema can result. Rather than turning to even more drugs, help the body clear the lymph naturally with manual lymph drainage (MLD). I’m happy to discuss your situation on the phone, so do not hesitate to call at ____________________ or leave a message here [LINK]. Stay current on everything important with post-surgical lymphedema when you sign up for our email newsletter here. [LINK or nice email sign up graphic].
*** End of Blog Post Template ***
Basically, you see that the blog post is organized according to this outline:
- Introduction – Starters: “Have you seen . . . ” OR “When I saw ____________ article, I knew I had to discuss it with you . . . “
- General overview of problem
- Specific anecdote or illustration of problem – real client example
- How business solved this issue
- Some context about the issue
- Best points in the article
- I agree with these points (optional)
- I am skeptical about these points (optional)
- Conclusion – LindaAnne’s connection to the topic and subtle calls to action for LindaAnne’s business
As you can see, I make it easy for Linda Anne to get a draft done of a blog post. She doesn’t even have to know how to write a blog post. She only needs to fill in the information I’m asking for.
But if she wants to write it in the language her prospects are actually using–the language the search engines are looking to for answers to actual questions prospects ask–she needs to do some keyword optimization.
That’s where I come in.
I use digital tools like SEMRush, BuzzSumo, Google’s Keyword Planner and Trends, as well as LSI Graph and Neil Patel’s Ubersuggest to find the primary keyword–a term or phrases web surfers use but doesn’t have too much competition–and the secondary keyword–a synonym of the above that also has sufficient search volume (people are using it). Then, there are the “semantic” or related keywords Google expects to be in a post covering the topic.
Once I get all of those keywords, I take Linda’s draft and, while editing for flow and engagement (professional writer here), I also insert the keyword terms in the appropriate places: the page title tag, the meta description tag, the headline, the first 100 words, in some subheads and throughout the text.
NOW Linda has a blog post that may get her some email subscribers, shares on social media or even a phone call or form fill out. Those who blog blindly put their content out there hoping for the best aren’t maximizing the dollar they spent creating the content.
When we work together, we fulfill Google’s goals of bringing new, unique information to the great conversation happening on the internet, topic by topic. She provides the key information and experience. I smooth out her ideas so they’re easily consumed by her readers. Optimizing the post feeds the Google beast, which always wants newer, better answers for each user query.
If you’d like to work with me, know that I offer FREE 30-minute free consultations Thursday and Friday afternoons on a first come, first serve basis. I specialize in small business, therapy, financial and legal content. We meet over zoom.us where I share a screen with you. Beforehand I’ve reviewed your website and competitors’ content. Need to talk to me more quickly? You can always reach me at 858-248-0667. I look forward to diving into your ideas and experise!