Here are some of the best practices writing blogs for content marketing.

1. How To Write A Blog
A Guide By Ryan Leschel of Paton Marketing

2. What we will discuss...
A step by step guide on how to write an awesome blog
● Topic Research
● Keywords
● Tools
● Blog titles
● Backlinking
● Verticals
● Spacing and writing level
● Word count

3. Topic Research
Finding a relevant & trending topic is probably the
most important step.
You don’t want to write a blog just to write a blog.
You want to write one that will get people excited
and answer a question that they may be asking.
Think outside the box!

4. Topic Research
What do you know that someone may not?
Capitalize on your expertise!
Display your experience.
Always be educational in nature.

5. Find some trending keywords!
Now that you have a blog topic the next step is to find some relevant keywords
that will help your blog show up on the search engines.
You want to use keywords that relate to what you are writing about.
So, if you are writing a blog about using video to help with marketing your
business, you want to use keywords like “video marketing” “shoppable videos” etc.
A lot of keywords will appear naturally but it helps to have a few pre-selected
prior to writing your blog.
Use Google’s Keyword Tool if you need some assistance.

6. 1. Research!
Show people you know what you are talking
about and be able to back it up!
➔ Find solid sources!
Use trusted sources and put together a
list of places you want to pull
information from
➔ Take notes!
Highlight key points and put what other
people are saying in your own words
➔ Double check!
Make sure you fact check and double
check that your references are accurate

7. Research Tools
Use these tools to find a great topic!
Uber Suggest Ahrefs $ Twitter Google
Answer The Public d AllTop Feedly
Screaming Frog BuzzSumo

8. 2. Blog Titles!
Grab the audience’s attention right from the
start: unexpected, emotional, or simple.
➔ Unexpected
Highlight what’s new, trending, unusual,
or surprising.
➔ Emotional
Give people a reason to care.
➔ Simple
Provide a simple unifying message for
what is to come

9. Blog Titles
You want to aim for a 14 word title. Here are some of the different types of blog
titles that will engage readers.
Study Less, Study Smart: The Best Ways to Retain More in Less Time
This is an example of a 'Best' headline, something that has a ton of search volume and is extremely
clickable -- what are the best ways to study?
7 Ugly Truths a Pretty Website Can't Hide
'Let Me List Them Out For You' headlines like this one get a lot of clicks because lists are consumable
ways of getting information.
After A Lioness Killed A Baboon, This Baby Was Left All Alone. What Happened Next Is Unbelievable.
How could you not click on a title this compelling? This 'Click Bait' headline is (annoyingly) effective.

10. Blog Titles
You want to aim for a 14 word title.
10 Productivity Strategies Backed By Science
Consumers are looking for proven and trusted answers, so any 'Backed By Science' headline like this will
likely get a lot of attention. (Be sure to use references)
Two Photographic Tools That Have Made My Job Way Easier
This is a 'Make My Life Easier' headline because it offers a solution to a need, and making life however much
easier can be greatly appreciated.
Why Successful People Never Bring Smartphones Into Meetings
We all want to know how other people 'made it,' and this 'Why X People Do X' headline gives insight into how
they, too, might be successful.

11. Blog Titles
You want to aim for a 14 word title.
Responsive vs. Adaptive Web Design, Which is Best For You?
This headline pits products against one another while capturing traffic for both services, so it can only be a
'Everyone Loves Competition' headline.
Parenting Lessons I Learned From a Waldorf Kindergarten
'Experience Has Taught Me Well' headlines share personal stories and advice based on experience -- a
headline that is both informative and personable.
What We Do When (Almost) Everyone Gets It Wrong
This transparent headline builds trust with its audience, so it must be a 'What We Do When ...' headline.

12. Think about what type of
content you read and what
you are attracted to when
you are on the internet. Try
to emulate that!

13. 3.Backlinking and Mentions
Backlinking is a way to get maximum
exposure while providing further info to the
reader. This allows us to engage with
influencers and experts and give credit where
it is due.
➔ Here is a good example:
➔ Emotional
➔ Simple

14. Backlinking
First highlight the piece of text you want to backlink...

15. Backlinking
Then right click on the selected text and click the link button….

16. Backlinking
Then copy and paste your link and press the blue apply button...

17. Backlinking
And voila! You now have a functioning link that brings you to where you want to go.
This is a backlink!

18. Backlinking
To put it simply…...
The more backlinks a piece of content or a page of a website has the higher the
domain authority and the higher your chances are of getting ranked high on
Google’s search results. Basically, a backlink is a two-way bridge between
websites.

19. 4.Writing about what we do and
what other businesses should do
Write about the services we provide and offer
some insight on to why they work and why
businesses should do the same.
➔ Importance of content
➔ Importance of video
➔ Digital marketing tips
➔ Website topics
➔ SEO
➔ Everything and anything we do!

21. 5.Writing for our Verticals
We want to be sure we are writing content
that targets the type of client we are going for.
Not every blog has to target these.
A Good example of this is Zac’s Ransomware
blog
➔ Technology
➔ Professional Services
➔ Healthcare

22. Technology
● SaaS (software as a service)
● Example: Electronic Medical Records
● Software companies in general / startups
● Technology companies that cater towards law firms

23. Professional Services
● Law Firms (OC Estate, Panter Law)
● Architectural Firms (Kobi Karp)
● Managed IT Firms (ERM Protect)
● Commercial Builders (Miller Construction)

24. Healthcare
● Adult Living Facilities (Nursing homes)
● Spine Surgical Centers
● Hospitals
● Speciality Clinics

25. Spacing & Writing Level
Tips and examples:
Be yourself and let
your personality
shine!
Example:
CREATIVE REVOLT!
When you write your blog make sure that it is
broken up in a way that makes it easy to read.
Here is a good example
The suggestion from many top blog writers and
content creators is that you format your blog at an
8th grade reading level.
Sounds crazy right?
Well it works!
One tool you can use to achieve this is the
Hemingway App

26. Let's take a look at how the Hemingway app helps simplify
your blog…

28. What good spacing looks like…

30. WORD COUNT
Your goal should be to aim for around a
2,000 word blog.
This helps your blog get the maximum
visibility and Google has a higher chance of
indexing your blog.
For readability this word count has been
proven to be the best number.
Make it as easy as possible for the reader!
If you cannot reach 2,000 words aim for
around 1,700-1,800 words

31. Follow the guidance of this presentation
and this could very well happen to your
blog…

32. 1 Million unique
visits a month!!!!
Paton Marketing is right here!!