For new coaches, especially non-writer types, putting together a blog article can be tough. So tough it stops you from doing the marketing!
And blog articles are awesome for building credibility and drumming up traffic – both from search engines and from sharing them on other sites.
In this article, I will share with you my secret layout (six sections) for composing blog articles that work – articles that are easy for you to organize, easy for readers to follow, and great for inviting people to comment.
Before I go into the sections, I strongly recommend you approach your article writing from the challenge perspective. That is, focus your articles on helping people overcome challenges.
A phenomenal way to find challenges is to think about your client’s struggles, or struggles from those you talk with (say a discussion group on LinkedIn), or challenges you face that your clients will likely face as well.
Then simply title your article to allude to solving that challenge and thus reaping the related benefits. As you can see in this article, I’m helping you write blogs easier.
Now that you have a title, let’s go into the six sections:
- The challenge
- The summary
- The solution
- The examples
- The takeaway
- The invitation
1. The Challenge
In the first paragraph or two, outline the challenge your article will resolve. Whether you’re talking about how to break bread addiction or getting your staff to be more productive, focus this section on the damage this challenge is causing – highlighting the importance of resolving it.
Can you see how I’ve done this in this article?
2. The Summary
Before you go into the content of the article, simply state, “In this article, I will ….” and then summarize it. This is nice because it preps people for what’s to come.
It’s also nice because with #1 and #2, you have a nice briefing of the article you can use on other sites if they only let you put a short amount of text (like a teaser).
For example, I like to share a teaser of my article on other sites with a link back to mine to drive traffic. For me, to respect other’s time, I do this often on LinkedIn.
3. The Solution
Outline possible solutions to the challenge, ideas on how to solve it, or good questions to help others spark their own answers.
A list of “Step to …”, “Questions to ask …”, “Keys to…”, “Secrets to…”, “Mistakes that …” are great for this.
For example, if you’re a relationship coach writing about building your self esteem after a major break up, then you might make your solution section include “Break bad habits that keep you feeling low” and then simply talk about the 5 things people do after a heartbreaking event – one item would be “beating yourself up too much about having made a mistake.”
4. The Examples
In your delivery of the solution (or after it) give examples illustrating your points. Using stories of success or failure. Give diagrams or models to help further understand. Think up ideas to help them gain deeper understandings.
For example, if you’re blogging on how to get get more veggies into your diet, you could give your readers the tip to simply have your readers make it a habit to down a cup of spinach (or your choice of veggie) before each meal. Commit to one week of this to start the habit.
5. The Takeaway
Once you’ve told them 1-4 above, summarize the main point of the article again. Drive home your main message again by writing a short paragraph that leads with “In summary … “ or “In conclusion …” or “Here’s the takeaway:”.
6. The Invite
Remember, this is an article going on your blog. You’d like comments. You want people to participate to connect with you via commenting. This gives you the chance to respond and showcase your expertise.
A great way to invite people to comment is to ask questions. Ask them about their experiences as related to your article. Ask them about their efforts to resolve the challenge. Ask them about their creative solutions.
So, if you’re blogging about how to get your staff to operate more autonomously, then ask your readers about their experiences with these questions: “So, how have you gotten your staff to be more autonomous? How have you let go of micromanaging? DO you need to get better at delegating? I’d love to hear what has worked (or not worked!) for you. Comment below.”
(Hidden secret tip! Do you see where I’ve bolded content? See how it makes following along very easy? Great!)
In conclusion, use these six steps when writing your blog articles to help you structure your content. Easier marketing means you’ll do it more AND enjoy it more!
I’d like to ask you …
Have you been struggling to organize your articles? Have they been tough to organize? Finding yourself all over the place? Or perhaps you’ve got a nice formula that works for you?
I’d love to hear from you, comment below.