How to Write a Blog Post: A Step-by-Step Guide [+ Free Blog Post Templates]

Since you’re on this page, you probably already know how important the blog process is to the success of your marketing efforts. Therefore, of course, it is extremely important to learn how to effectively start and manage a blog to support your business.

Without a blog, a number of problems arise, such as: B. poor search engine optimization (SEO), lack of advertising content for social networks, little impact on your leads and customers, and fewer pages to share leads on. Generating calls to action (CTAs).

Why, oh why, do so many marketers still have a laundry list of excuses why they can’t blog?

Perhaps because business blogging seems uninteresting, time consuming, and difficult, unless you enjoy writing.

Well, the time for excuses is over and this guide is here to help you understand why. We cover how to write and manage your company’s blog, as well as helpful templates to make your blogging endeavor easier.

Let’s start with an important question.

What is a blog post?

A blog post is an article, message, or guide posted in the blog section of a website. A blog post usually deals with a specific topic or query, is educational, has more than 600 to 2,000 words, and contains other types of media such as images, videos, infographics, and interactive charts.

Blog posts allow you and your business to post insights, thoughts, and stories on any topic on your website. They can help you increase your brand awareness, credibility, conversions, and revenue. Most importantly, they can help you drive traffic to your website.

Today, people and organizations of all walks of life manage blogs to share analysis, instruction, criticism, product information, industry results, and more. There are many popular blog formats, but here are six of the most common:

  • The “how-to” post
  • The list-based contribution
  • The “what is” mail
  • The Pillar Page Post (“Ultimate Guide”)
  • The newsjacking post
  • The infographic post

Save time and download six blog post templates for free.

How do you make sure your blog post gets the attention of your target audience, your buyer personalities, and your customers?

What makes a good blog post?

Before starting a blog, make sure you have the answers to questions like “Why would someone read this entire blog post?” Know. and “Why is our audience coming back to find out more?”

To start with, a good blog post is interesting and instructive. Blogs should answer questions and help readers solve a challenge they are facing – and you have to do it in an interesting way.

It’s not enough to just answer one person’s questions – you also need to provide actionable steps as you get involved. For example, your introduction should attract the reader and get them to keep reading your post. Then use examples to keep your readers interested in what you have to say.

Remember that a good blog post is interesting to read and has educational content for viewers.

(Want to learn how blogging and other forms of content marketing can apply to your business? Check out the HubSpot Academy’s free content marketing course.)

How do you actually write one of these engaging and informative pieces?

How do I write a blog post

Here are the steps you might want to take while writing a blog post.

1. Understand your audience.

Before you start writing your blog post, make sure you have a clear understanding of your target audience.

Ask questions like: What do you want to know? What will resonate with them?

The creation of buyer personalities is a good idea here. Think about what you know about your buyer personalities and their interests as you create a topic for your blog post.

For example, if your readers are millennials looking to start a business, you probably don’t need to provide them with information about getting started on social media – most of them already don’t.

However, you may want to give them information on how to adapt their approach to social media (e.g., from an occasional, personal approach to a more enterprising, network-oriented approach). This type of optimization will help you publish content on the topics that your audience really wants and needs.

You have no buyer personalities for your company? Here are some resources to get you started:

2. Create your blog domain.

Next, you need a place to host this post and any other blog post you write. This requires the selection of a content management system (CMS) and a website domain hosting service.

Choose a CMS.

With a CMS, you can create a website domain to actually publish your blog to. CMS platforms can manage domains (where you create your website) and subdomains (where you create a webpage that connects to an existing website).

HubSpot customers host web content through CMS Hub. Another popular option is to have a self-hosted WordPress website on a hosting site like WP Engine. Whether you are creating a domain or a subdomain to start your blog, once you have chosen a CMS, you will need to choose a web hosting service.

Register a domain or subdomain with a website host.

Your blog’s domain looks like this: www.yourblog.com. The name between the two periods is yours as long as this domain name is not yet available on the Internet.

Do you want to create a subdomain for your blog? If you already own a cooking business at www.yourcompany.com, you can create a blog that looks like this: blog.yourcompany.com. In other words, your blog’s subdomain is in its own section of yourcompany.com.

Some CMS platforms offer subdomains as a free service where your blog is stored on the CMS and not on your company’s website. For example it could look like this: yourblog.contentmanagementsystem.com. However, to create a subdomain that belongs to your company website, register the subdomain with a website host.

Most website hosting services charge very little to host an original domain. In fact, the website cost can go up to $ 3 per month if you commit to a 36 month term.

Here are five popular web hosting services to choose from:

3. Customize the subject of your blog.

Once you’ve set up your domain name, customize the look and feel of your blog to match the theme of the content you’re trying to create and your brand.

For example, if you write about sustainability and the environment, green might be a color to consider when designing your blog.

If you already manage a website and are the first to post for that existing website, make sure that the article matches the website in both appearance and content. Two ways to do this are:

  • logo: This can be your company’s name and logo. It reminds blog readers who is posting the content. (How heavily you want to brand your blog is up to you, however.)
  • “About” page: You may already have an “About” blurb describing you or your company. The “About” section of your blog is an extension of this high-level statement. Think of it as your blog’s mission statement, designed to support your company’s goals.

4. Identify the subject of your first blog post.

Before you write anything, choose a topic for your blog post. The topic can be pretty general at the beginning. For example, if you’re a company that sells small business CRM, your post might be about the importance of using a single piece of software to align your marketing, sales, and service teams.

Pro tip: You may not want to jump into an article with how-tos for your first blog post.

Why?

Their credibility has not yet been established. Before teaching others how to do something, the first thing you want to do is demonstrate that you are a leader and an authoritative resource in your field.

For example, if you’re a plumber making your first post, don’t write a post titled “How to Replace the Plumbing in Your Bathroom” just yet. First, you would write about modern faucet setups or share a specific success story you had in rescuing a faucet before it flooded a client’s house. Here are four other types of blog posts to start with:

  • List (“Listicle”): 5 Ways To Fix A Leaking Faucet
  • Curated collection: 10 Faucet and Sink Brands To Consider Today
  • SlideShare presentation: 5 types of faucets to replace your old one (with pictures)
  • News piece: New study shows that X% of people don’t replace their faucet often enough

If you’re having trouble developing topic ideas, a good topic brainstorming session should help. In the post I linked, my colleague guides you through a helpful process of turning one idea into many. Similar to the “leaky faucets” examples above, you would “step through old themes to create unique and compelling new themes”.

This can be done by:

  • Change the subject area
  • Adjusting your timeframe
  • Choosing a new audience
  • Proceed positive / negative
  • Introduction of a new format

5. Think of a working title.

You may have a few different working titles – in other words, iterations to approach this topic so you can better focus on your writing.

For example, you can limit your topic to “Tools for Fixing Leaking Taps” or “Common Causes of Leaking Taps”. A working title is specific and guides your post so you can start writing.

Let’s take a real-life post as an example: “How to Pick a Solid Topic for Your Next Blog Post.”

Suitable, right? In this case, the topic was likely blogging. Then the working title could have been something like “The Process for Choosing a Blog Post Topic”. The final title ended up being “How to Pick a Solid Topic for Your Next Blog Post”.

Do you see this development from topic to working title to final title? While the working title may not be the final title (more on that in a moment), it still provides enough information to help you focus your blog post on something more specific than a general, overwhelming topic.

6. Write an intro (and make it engaging).

In the article “How do I write an introduction?” More specifically written about writing engaging introductions.

First, get the reader’s attention. If you lose the reader in the first few paragraphs – or even sentences – of the introduction, they’ll stop reading (even before they’re fair to shake your post). You can do this in a number of ways: tell a story or a joke, be empathetic, or capture the reader with an interesting fact or statistic.

Next, describe the purpose of your post and explain how to fix an issue that the reader may encounter. This gives the reader a reason to read on and show them how the post will help them improve their work or life.

Here is an example of an intro that we believe will immediately grab a reader’s attention:

“Blink. Blink. Blink. It is the dreaded cursor-on-a-blank-screen experience that all writers – amateur or professional, aspiring or seasoned – know and fear. And it seems from all the times that this happens it bother us most when we try to write an introduction. “

7. Organize your content in an outline.

Sometimes blog posts can contain an overwhelming amount of information – for both the reader and the writer. The trick is to organize the information so that readers aren’t intimidated by the length or amount of the content. This organization can take several forms – sections, lists, tips – whichever is most appropriate. But it has to be organized!

Recommended Resource: 6 Free Blog Post Templates

Free blog post templates

Download these templates for free

Let’s take a look at the “Using Snapchat: An In-Depth Look at HubSpot’s Snapchat Strategy” post. There is a lot of content in the piece, so it is divided into a few sections with descriptive headings. The main sections are broken down into subsections that are more detailed and make the content easier to read.

To complete this step, all you need to do is outline your post. That way, before you start writing, you will know what points to cover and the order in which it is best to do them. To make things even easier, you can download and use our free blog post templates, which are pre-organized for six of the most popular blogs. Just fill in the gaps!

8. Write your blog post!

The next step – but not the last – is to write the content. Of course we cannot forget that.

Now that you’ve created your outline or template, it’s time to fill in the blanks. Use your outline as a guide and expand each point as needed. Write about what you already know and, if necessary, do additional research to gather more information, examples, and data to secure your points, and when including external sources, provide the correct mapping. Whenever you do this, always try to find accurate and compelling data to use in your post.

If you have trouble connecting sentences together, you are not alone. Finding your “flow” can be a challenge for many people. Fortunately, there are tons of tools that you can rely on to improve your writing. Here are a few to get you started:

  • Power Thesaurus: One Word? Power Thesaurus is a crowdsourcing tool that allows users to choose a range of alternative words from a community of authors.
  • ZenPen: If you’re struggling to stay focused, check out this distraction-free writing tool. ZenPen creates a minimalist “writing zone” that allows you to write down words without having to worry about formatting right away.
  • Cliché Finder: Do you have the feeling that your writing is a bit cheesy? Use this handy stereotype tool to identify cases where you can be more specific.

You can also refer to our full list of tools to help you improve your writing skills. And if you’re looking for more direction, check out the following resources for lots of valuable writing tips:

9. Proofread and edit your post.

You are not quite finished yet, but you are close! The editing process is an important part of blogging – don’t overlook it.

Invite a grammatically conscious associate to copy and proofread your contribution. You can also take the help of the Ultimate Editing Checklist or use a free grammar checker like Grammarly.

If you’re looking to brush up on your self-processing skills, these helpful posts have some tips and tricks to get you started:

When you’re ready to check your formatting, take note of the blog elements:

Selected image

Choose a visually appealing and relevant image for your post. As social networks treat content with images more heavily, visual elements are more than ever responsible for the success of your blog content.

Blog post with a picture on the right

If you need help choosing an image for your post, see “How to Pick the Perfect Image for Your Next Blog Post” and see the copyright section.

Appearance

Nobody likes an unattractive blog post. And it’s not just pictures that make a post visually appealing, but also the formatting and organization of the post.

In a well-formatted and visually appealing blog post, you’ll find that headers and sub-headings are used to break up large blocks of text – and those headings are designed consistently.

Here is an example of what that looks like:

Tips on the visual appearance when writing a blog.

Screenshots should always have a similar, defined border so they don’t look like they’re floating in space – this style should stay consistent from post to post.

By maintaining this consistency, your content will look more professional and easy on the eyes.

Themes and tags

Tags are specific, publicly available keywords that describe a post. They also allow readers to search your blog for more content in the same category. Don’t add a tagged laundry list to every post. Instead, think about a blog tagging strategy.

Think of tags as “Topics” or “Categories” and select 10-20 tags that represent all of the main topics you want to cover on your blog. Then stay with them.

10. Insert a CTA.

At the end of each blog post, include a CTA stating what the reader should do next – subscribe to your blog, download an e-book, register for a webinar or event, read a related article, etc. .

After your visitors read your blog post, they’ll click the CTA, and eventually you’ll generate a lead. But the CTA is also a valuable resource for the person reading your content. Use your CTAs to offer more content that is similar to the topic of the post you just read. If you’re not sure how to get started, check out some CTA samples.

In the blog post “What to Post on Instagram: 18 Photo and Video Ideas to Achieve Inspiration”, readers get actionable ideas for creating valuable Instagram content. At the end of the post there is a CTA asking readers to take a social media certification course:

Blog post on Instagram with a CTA at the end of the post

Do you see how this is a win-win situation for everyone? Readers who want to learn more have the chance, and the company gets a head start to promote … that may even become a customer!

11. Optimize for on-page SEO.

After you finish writing, go back and tweak the on-page elements of your post.

Don’t worry about how many keywords to include. If there are ways to include keywords that you are targeting and it doesn’t detract from the reading experience, go for it. If you can make your URL shorter and more keyword friendly, go for it. But don’t cram keywords or search for any keyword density – Google is smarter than that!

Here’s a little blog SEO reminder on what to review and tweak:

Meta description

Meta descriptions are the descriptions under the post’s page title on Google’s search results pages. They provide searchers with a brief summary of the post before they click on it. They are ideally between 150 and 160 characters and start with a verb like “learn”, “read” or “discover”.

While meta descriptions no longer feed into Google’s keyword ranking algorithm, they give searchers an overview of what they are getting by reading the post and improve your click-through rate on search.

Page titles and headings

Most blogging programs use your post title as the page title. This is the most important on-page SEO element available to you. However, if you’ve followed our formula so far, you should already have a working title, which of course includes keywords or phrases that your target audience will be interested in.

Don’t overcomplicate your title by trying to match keywords that they obviously don’t belong to. However, if there are clear ways to add keywords that you are targeting to your post title and headings, feel free to adopt them. Also, try to keep your headings short – ideally under 65 characters – so they don’t get cut off in search engine results.

Anchor text

Anchor text is the word or words that reference another page – either on your website or on another website. Choose carefully which keywords you want to associate with other pages on your website as search engines will take this into account when rating your page for specific keywords.

It is also important to consider which pages you are linking to. Think about whether you want to link pages that you want to rate for a specific keyword. You could get it on the first page of Google results instead of the second – and these aren’t little potatoes!

Mobile optimization

More than 60% of organic visits are done on a mobile device. Therefore, having a website that is nicely designed is vital. In addition to making sure that your website visitors (including your blog visitors) have the best experience possible, optimizing for mobile devices brings your website some SEO points.

12. Choose a catchy title.

Finally, it’s time to spice up your working title. Fortunately, we have a simple formula for writing catchy titles that will grab your reader’s attention. Please note the following:

  1. Start with your working title.
  2. As you edit your title, keep in mind that it is important to keep the title accurate and clear.
  3. Then work on making your title sexy – be it through strong language, alliteration, or some other literary tactic.
  4. If you can, optimize search engine optimization by typing in a few keywords (but only if it is natural!).
  5. Finally, check if you can shorten it at all. Nobody likes a long, overwhelming title – remember, Google prefers 65 characters or less before it gets truncated on search engine results pages.

Let’s summarize everything we’ve learned.

Visual overview of how to write a blog post with all the steps listed above

Once you’ve mastered the above steps, you’ll learn how to take your blog posts to the next level.

By now, you should know who you’re writing for, how to blog, and understand the basics of blog post writing. While it’s easy to understand how convenient it is to write a post, it’s difficult to get started on your first article.

Let’s write your first blog post.

Your first blog post: picking a topic, writing the post, and actual hits

You have the technical and practical details under control – now is the time to write your first blog post. And no, this is not the place to introduce yourself and your new blog (i.e., “Welcome to my blog! This is the topic I’m going to cover. Here are my social media handles. Please follow?” “).

We briefly touched on it in the previous section, but your first blog post shouldn’t be a guide. Remember, you have yet to establish an authority in this area. Instead, you should start with “low hanging fruit” and write about a highly specific topic that will serve a small segment of your target audience.

That doesn’t seem intuitive, does it? If more people are searching for a term or topic, it should mean more readers to you.

But that’s not true. If you pick a general and highly sought-after topic that has been covered by major competitors or more established brands, your post is unlikely to get ranked on the first page of search engine results pages (SERPs). Give your newborn blog a chance by choosing a topic that few bloggers have written about.

TLDR; Your first post should cover a niche, low volume topic. As you write more and more on your blog and establish an up-to-date authority, you can begin to cover frequently searched keywords.

Let’s go through this process.

1. Find a low volume topic.

The first step is to find a low search topic on Google (we recommend sticking to around 10 to 150 monthly searches). These topics offer less competition, so should allow your new blog post to rank more easily.

To choose a topic, you can either do a traditional brainstorming session or do keyword research. We recommend the latter as you can actually see how many people are looking for this topic.

Now, don’t let the term “keyword research” intimidate you. It’s not just for marketers but for new bloggers as well. And it’s very easy.

To speed up your keyword research, first identify the general topic of your blog.

Suppose you are a plumber. Your general high level topic might be Plumbing (67,000 monthly searches).

Next, paste that term into a keyword research tool, e.g.

When you run this term from the tool, you will see a list of related keywords. Scan the list and choose one with a lower search volume. In this example we are using Under Sink Plumbing (1.4,000 monthly searches).

Run this keyword again in the Keyword Research Tool. Take a look at the related keywords. Find one with a lower search volume. Do it again.

In this example, we’ll be looking at “Installation problems under kitchen sinks” (10 monthly searches). That is the topic for our first post.

TLDR;; Pick a low volume, low competition keyword to ensure your first few posts rank.

For more help with keyword research, see the following resources:

2. Google the term to check search intent.

You have your topic – now double check that the search intent of the user is met by a blog post.

What does that mean?

If someone searches for “installation problems under kitchen sinks,” they might be looking for a tutorial, diagram, article, or product that can help fix the problem. If you’re looking for the first three, you’re good – that can be covered in a blog post. However, one product is different and your blog post does not rank.

How do you check search intent?

Google the term and look at the results. When other articles and blog posts rank for this term, you’re good to go. If you can only find product pages or lists from major publications, find a new topic in your first post.

Consider the term “under sink plumbing bathroom” (30 monthly searches). It seemed a perfect fit as there were few monthly searches.

Googling the term we found product carousels, Home Depot and Lowes product pages, and guides written by major publications. (You should also avoid topics that have been covered in major publications, at least for now.)

TLDR;; Before writing your first blog post on a low volume topic, verify user intent by Googling the keyword. Also, don’t forget to take a look at who has written on this topic so far. When you see a big brand, consider writing on a different topic.

3. Find questions and terms on the subject.

You have a unique topic that has only been covered by a few people before. It is time to clarify this by covering related or adjacent topics.

Use the following tools:

  • Reply to the public: Adding your keyword to this tool will provide you with a list of questions related to that term.
  • Google: Google is your best friend. Suchen Sie nach dem Begriff und suchen Sie unter “Leute fragen auch” und “Leute suchen auch nach”. Berühren Sie unbedingt diese Themen im Beitrag.

Sie können auch diese oben in Schritt 1 erwähnten Keyword-Recherche-Tools verwenden.

5. Skizzieren und schreiben Sie den Beitrag.

Jetzt ist es Zeit, Ihren ersten Beitrag zu skizzieren und zu schreiben!

Mit Ihrem Nischenthema und verwandten Fragen als Wegweiser können Sie jetzt einen Beitrag schreiben, der für Ihre Nische von hoher Relevanz ist und nicht so viel Konkurrenz hat.

Verwenden Sie die Anleitung, die wir im vorherigen Abschnitt geteilt haben, um einen großartigen ersten Beitrag zu schreiben.

Vergessen Sie nicht:

  • Schlagen Sie mindestens 1.000 Wörter. Es wurde immer wieder bewiesen, dass längere Posts besser rangieren.
  • Geben Sie Ihr Ziel-Keyword in den Titel ein. Erinnern Sie sich an das Nischenthema, das wir in Schritt 1 ausgewählt haben? Versuchen Sie es natürlich in Ihren Titel einzuarbeiten.
  • Fügen Sie mindestens zwei H2s mit verwandten Suchbegriffen hinzu. Erinnern Sie sich an die verwandten Themen, die wir in Schritt drei gefunden haben? Verwenden Sie sie als H2s, um die aktuelle Autorität Ihres Stücks aufzubauen.

6. Bewerben Sie Ihren ersten Beitrag über Outreach.

Als neuer Blogger haben Sie wahrscheinlich noch keine sozialen Medien. Die Lösung? Erstellen Sie ein paar Backlinks zum Post, um ihn in Betrieb zu nehmen.

Backlinks sind ein wichtiger Ranking-Faktor, aber Sie möchten keine Black-Hat-Methoden wie das Spammen der Kommentarbereiche in anderen Blogs verwenden. Wenden Sie sich stattdessen an Personen und teilen Sie ihnen mit, dass diese neue Ressource vorhanden ist, damit sie auf Ihren Beitrag verlinken können.

Wenn Sie beispielsweise ein Klempner sind, können Sie sich an den örtlichen Klempnerverband wenden. Hier finden Sie weitere Ressourcen zur Förderung von Blogposts:

Erste Blogpost-Ideen

Stecken? Werfen wir einen Blick auf einige erste Ideen für Blog-Posts.

Der Unterschied zwischen [Niche Topic] and [Niche Topic], Erklärt von a [Niche Expert]
  • Der Unterschied zwischen SEM und SEO, erklärt von einem Marketingexperten
  • Der Unterschied zwischen Limousinen und Coupés, erklärt von einem Automechaniker
  • Der Unterschied zwischen Backen und Braten, erklärt von einem professionellen Bäcker
Die 10 besten und schlechtesten [Niche Tool] zum [Niche Activity]
  • Die 10 besten und schlechtesten Schreibsoftware für Belletristik
  • Die 10 besten und schlechtesten CRMs zur Förderung von Perspektiven
  • Die 10 besten und schlechtesten Familienautos für Cross-Country-Roadtrips
8th [Niche Activity] Häufige Fehler (+ Möglichkeiten, sie zu beheben)
  • 8 Häufige Fehler beim Schreiben von Sachbüchern (+ Möglichkeiten, sie zu beheben)
  • 8 Lachs braten häufige Fehler (+ Möglichkeiten, sie zu beheben)
  • 8 Häufige Fehler bei der Fahrzeugwartung (+ Möglichkeiten, diese zu beheben)
9 Bewährte Tipps für [Niche Activity]
  • 9 Bewährte Tipps zur Überprüfung von Installationsproblemen unter Ihrem Spülbecken
  • 9 Bewährte Tipps zum Schreiben eines Sachbuch-Bestsellers
  • 9 Bewährte Tipps für die Wartung von Heimwerkerautos
Warum wir / ich gewechselt haben [Niche Tool] to [Niche Tool] (Vergleich)
  • Warum wir von Pipedrive zu HubSpot gewechselt sind (Vergleich)
  • Warum ich von Microsoft Word zu Scrivener gewechselt bin (Vergleich)
  • Warum wir von iMacs zu Surface Studio gewechselt sind (Vergleich)
[Niche Tool] vs. [Niche Tool]: Welche [Tool] ist das Beste für dich?
  • Zendesk vs Freshcaller: Welche Anrufsoftware ist für Sie am besten geeignet?
  • Luftfritteuse gegen Heißluftofen: Welcher ist der beste für Sie?
  • Mazda Miata gegen Toyota Supra: Welcher Sportwagen ist am besten für Sie?
Die ultimative Zusammenfassung von [Niche Activity] Tipps und Tricks
  • Die ultimative Zusammenfassung neuartiger Schreibtipps und -tricks
  • Die ultimative Zusammenfassung der Tipps und Tricks zum Backen von Makronen
  • Die ultimative Zusammenfassung der Tipps und Tricks für Alleinreisende

Willst du ein paar echte Beispiele für Blog-Beiträge? Sehen Sie, wie Ihr erster Blog-Beitrag basierend auf dem von Ihnen ausgewählten Thema und der Zielgruppe aussehen kann.

Beispiele für Blog-Posts

  1. Listenbasierter Beitrag
  2. Thought Leadership Post
  3. Kuratierter Sammlungsbeitrag
  4. SlideShare-Präsentation
  5. Newsjacking Post
  6. Infografik Post
  7. How-to-Post
  8. Gästeeintrag

1. Listenbasierter Blog-Beitrag

Listenbasiertes Post-Beispiel: Laut HubSpot-Bloggern sollten 17 Blogging-Fehler im Jahr 2021 vermieden werden

Listenbasiertes Blogpost-Beispiel zu Blogging-Fehlern

Listenbasierte Beiträge werden manchmal als “Listen” bezeichnet, eine Mischung aus den Wörtern “Liste” und “Artikel”. Dies sind Artikel, die Informationen in Form einer Liste liefern. Ein Listikel verwendet Unterüberschriften, um den Blog-Beitrag in einzelne Teile zu zerlegen, damit die Leser Ihre Inhalte leichter überfliegen und verdauen können.

Wie Sie im Beispiel aus unserem Blog sehen können, können Listen verschiedene Tipps und Methoden zur Lösung eines Problems bieten.

2. Thought Leadership Post

Beispiel: Wie HubSpots Kunden die nächste Normalität gestalten

Thought leadership blog post example about HubSpot's customers

Thought leadership posts allow you to share your expertise on a particular subject matter and share firsthand knowledge with your readers.

These pieces — which can be written in the first person, like the post shown above — help you build trust with your audience so people take your blog seriously as you continue to write for it.

3. Curated Collection Post

Example: 8 Examples of Evolution in Action

Curated collection blog post example about evolution

Curated collections are a special type of listicle blog post. Rather than sharing tips or methods for doing something, this type of blog post shares a list of real examples that all have something in common in order to prove a larger point.

In the example post above, Listverse shares eight real examples of evolution in action among eight different animals — starting with the peppered moth.

4. SlideShare Presentation

Example: The HubSpot Culture Code

Slideshare presentation blog post example about HubSpot's culture code

SlideShare is a presentation tool that helps publishers package a lot of information into easily shareable slides. Think of it like a PowerPoint, but for the web. With this in mind, SlideShare blog posts help you promote your SlideShare so that it can generate a steady stream of visitors.

Unlike blogs, SlideShare decks don’t often rank well on search engines, so they need a platform for getting their message out there to the people who are looking for it. By embedding and summarizing your SlideShare on a blog post, you can share a great deal of information and give it a chance to rank on Google at the same time.

Need some SlideShare ideas? In the example above, we turned our company’s “Culture Code” into a SlideShare presentation that anyone can look through and take lessons from, and then promoted it in a blog post.

5. Newsjacking Post

Example: Ivy Goes Mobile With New App for Designers

Newsjack blog post by Houzz on news of a mobile app launch

“Newsjacking” is a nickname for “hijacking” your blog to break important news related to your industry. Therefore, the newsjack post is a type of article whose sole purpose is to garner consumers’ attention and, while offering them timeless professional advice, prove your blog is a trusted resource for learning about the big things that happen in your industry.

The newsjack example above was published by Houzz, a home decor merchant and interior design resource, about a new mobile app that launched just for interior designers. Houzz didn’t launch the app, but the news of its launching is no less important to Houzz’s audience.

6. Infographic Post

Example: The Key Benefits of Studying Online [Infographic]

Infographic blog post example - close-up of the infographicThe infographic post serves a similar purpose as the SlideShare post — the fourth example, explained above — in that it conveys information for which plain blog copy might not be the best format.

For example, when you’re looking to share a lot of statistical information (without boring or confusing your readers), building this data into a well-designed, even engaging infographic can keep your readers engaged with your content. It also helps readers remember the information long after they leave your website.

7. How-to Post

Example: How to Write a Blog Post: A Step-by-Step Guide

For this example, you need not look any further than the blog post you’re reading right now! How-to guides like this one help solve a problem for your readers. They’re like a cookbook for your industry, walking your audience through a project step by step to improve their literacy on the subject.

The more posts like this you create, the more equipped your readers will be to work with you and invest in the services you offer.

8. Guest Post

Example: Your Bookmarkable Guide to Social Media Image Sizes in 2020 [Infographic]

Guest post example about social media sizesGuest posts are a type of blog post that you can use to include other voices on your blog. For example, if you want to get an outside expert’s opinion on a topic, a guest post is perfect for that.

Additionally, these posts give your blog variety in topic and viewpoint. If your customer has a problem you can’t solve, a guest post is a great solution.

If you begin accepting guest posts, set up editorial guidelines to ensure they’re up to the same standards as your posts.

Ready to blog?

Blogging can help you build brand awareness, become a thought-leader and expert in your industry, attract qualified leads, and boost conversions. Follow the steps and tips we covered above to begin publishing and enhancing your blog today.

Editor’s note: This post was originally published in October 2013 and has been updated for comprehensiveness.

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