How to Write a Blog Post: Guide for Small Business Owners

Step 1: Create an Article Brief

Before you begin writing, it’s crucial to outline your post.

The goal of each blog post is to BE BETTER than what’s already out there.

Here’s how we do that.

In this example, I will be writing for the keyword “How to Start a Business.”

Step 1.1: Google Search

Type that keyword into Google.

Step 1.2: Review the Querries

Review the top results for that query. In this case, it was SBA, Forbes, The Hartford, Nerdwallet, etc.

Step 1.3: Copy the Headings

Click on the first listing and copy their H2, H3, and H4 headings.

I’m going to use Forbes as an example. Here are all the H2 headings from their article.

Their Step 1 is:

1. Determine Your Business Concept (H2 Heading)

What Kind of Business Should You Start? (H3 Heading)

Consider Popular Business Ideas (H3 Heading)

From there, I repeat this process for the top 3-5 queries. I don’t just write them into my brief; I also match them up, or add to the brief.

Example: Forbes’s first H2 is Determine Your Business Concept, Business News Daily’s first H2 is “Refine Your Idea.”

Sometimes, there is overlap where they write the same thing; sometimes, there’s an opportunity to write more.

In this example, our brief will be

Step 1: Determine Your Business Concept

Step 2: Refine Your Idea.

We are doing this for two reasons.

1. These H2 headings naturally follow each other.
2. They are included in both briefs.

We want to combine all the top queries into one mega brief that covers the topic in more detail than any single post on the first page.

Step 1.4: Add Your Take

What we should have at this point (using our example) is a full step-by-step guide for creating a business.

Now, re-write each heading that you copied in your own words.

After that, add steps you think are crucial in the process (if anything is missing).

Note: After doing this a few times, you’ll get the hang of it. At this point, I can spot the H2’s, H3’s, and H4 headings easily.

Step 2: Add to the Brief

After we’ve got all the juicy headings from each post written in our own words, it’s time to add to the brief.

We start with PAA (people also ask). These are search queries related to our primary keyword that search users also type in.

E.G., Here’s an example for “How to start a business.”

We will want to copy any/all of these that are relevant and add them to our brief.

Finally, we’ll want to add the related search queries from the bottom of the page to our brief (if applicable).

E.G., Here are the related search queries for “How to start a business.”

 

Now, we’re finally ready to write.

Step 3: Write a SPEAR Introduction

The intro of a post can make or break the blog.

If a reader believes this article was written for him/her, they will continue reading (or buying).

I use the SPEAR framework for all of my introductions.

SPEAR stands for Search Intent, Pain Points, Expertise, Audience, Report.

 

Search Intent: What is the user’s primary goal in the query? This is typically handled before briefing.

Pain Points: What is your target audience struggling with?

Expertise: Why are you uniquely qualified to help them?

Audience: Who are you targeting?

Rapport: Build a rapport with the reader. After all, you’re just like them right?

 

Here’s an example using the “How to start a business” query.

Starting a business can often feel like navigating a labyrinth; trust me, I’ve been there.

Pain Points: With so much misinformation, it’s no wonder why 65% of businesses fail in the first ten years.

Expertise: I’m AJ, and I’m here to lend a helping hand! I’ve grown and automated and exited several businesses. Over that time, I’ve developed a step-by-step system (you can find below).

Audience: I developed SBB to help aspiring entrepreneurs (like yourself) do the same!

Rapport: So let’s roll up our sleeves, dig deep, and get you on the path to the American dream!

Over time, these will get easier.

Furthermore, If you re-read the above example, there are several places where I add in additional rapport, audience, etc. That’s ok! It doesn’t have to be line by line.

Step 4: Include “Key Takeaways” at the Top

To help readers understand what they’ll gain from your post, include a section at the top listing the key takeaways.

This not only gives readers a clear idea of what they’re about to delve into, but it also enhances the scannability of your post.

This also helps Google (and readers) understand what excellent information they’ll get from your post immediately.

Here’s what that looks like on my blog:

 

Step 4: Write the Content Using AI & E-E-A-T Signals

Now, we’re finally ready to write!

After we’ve created the brief, this should be a breeze.

Currently, I love using Jasper as my AI writing tool of choice.

Here’s how I do it:

Step 4.1: Plug in the Brief

I copy the brief into Jasper and let AI do the heavy lifting.

Because I’ve got a comprehensive brief, writing each post usually takes a half hour to an hour.

BUT, and this is a big BUT. I’m constantly editing as Jasper is writing.

I like to add in my POV where necessary and make sure Jasper (or any AI tool) is writing accurate information.

Furthermore, I like to add my perspective several times throughout each article.

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness and is a HUGE ranking factor for Google.

Adding in your perspective enhances the Experience and Expertise portion of the algorithm.

Here are a few ways to add experience and expertise to an article.

• Share personal anecdotes or stories related to the topic that demonstrate your firsthand knowledge and expertise.
• Cite specific examples from your professional experience that are directly relevant to the topic.
• Include real-life case studies or results from your work to provide tangible evidence of your expertise.
• Discuss challenges you’ve faced in the field and how you overcame them to demonstrate problem-solving skills, resilience, and experience.
• Link to your previous high-quality content or published work to demonstrate your authority in your field.

Step 5: Publish the Post with YOU as the Author

Finally, publish your post under your real name (or pen name) to establish authorship.

This not only builds your brand but it also helps to establish Experience and Expertise with Google.

The more posts you write on a topic, the more Google will see you as an experienced expert.

Pro Tip: Google also takes other publications into account. If you can write for other blogs (as guest posts), do it!