In the first part of this article, we discussed finding and using keywords as well as how to utilize the Six Servants to give your post a structure so that the reader can determine if the post is appropriate for them. We will now discuss how to move your reader forward as you lead them to your desired destination.
Lay Out the Path to Your Destination
Your reader will need to know how to get from point A to your desired destination. Lead them step by step to the finished product. Point A is simply where on the path your reader is now. Your desired destination is where your reader will be once the information you have is transferred to them. At the end of reading your article, you will want to include direction (hopefully to more of your content) to more information or the next logical step to take to get to the next level in their journey. As your blog post unfolds, your reader may need specific tools/information to take them to the next step along the way. Equip your reader as you proceed just as the Google Keyword External Tool was introduced at the beginning of this blog post. Your blog post takes the reader on a journey from Point A to your desired destination with you leading the way. The question you want to answer along the way is “The reader will leave with an understanding of…”. If this question is answered with “I have no clue”, that’s a great opportunity for your to rewrite that area to gain clarity for the reader. Here is a simple outline for you to follow:
o Answer the Six Servant questions for the reader. Give them a reason to want to read your article.
o Describe Point A
o What tools does the reader need at this point? Where do they find the tools? What is the tool used for?
o The reader will leave with an understanding of…
o What is the next logic step along the path? Describe the next logical step.
o What tools does the reader need at this point? Where do they find the tools? What is the tool used for?
o The reader will leave with an understanding of…
o Summary
o What are the next possible steps once the desired outcome is achieved? Where can the reader possibly go from here? Why would the reader want to revisit your blog?
Key Points to Keep in Mind
Use the rule of 21 W’s. You will want to create a template with 21 W’s to determine how wide to make your posts for easy reading. A good rule of thumb is to put 21 W’s on your page as your guide to how wide to make your post.
Keep your posts to about 300-350 words. Anything long can be broken up into a series for easier reading. That way the reader can choose if they wish to continue reading or not.
At each point along the way, you will want to give a subheading to describe what that section of the article is about.
Summary
You now have a framework around which you can structure your blog posts. By using the Six Servants and Laying Out the Path to Your Destination for your readers, you will have a well written, concise blog post that creates value for your reader.
Now that you have your first blog post written, you will want to publish it. I will describe publishing a blog post in my next posting, Publish Your First Blog Post, with a video example.