How to Write The Best Technical Blog Posts for Clients
- by Alicia Kurz
This post was written by our Account Manager Alicia Kurz.
Are you wondering how to write a great technical blog post for your clients?
Chances are, when you think about writing a technical blog post, your first feelings are a sense of dread, followed by being bored before you even start. If you aren’t an expert in whatever complex subject you are about to embark on, starting can be discouraging.
Luckily, these steps will help you develop a process to create useful, interesting technical content and take the guesswork out of publishing great technical posts. Let’s dive right in:
Where do you even begin?
The good news is, the thought of writing a technical blog post is more challenging than actually doing the work. The key is finding the points in the topic that interest you and focus on highlighting those points. When you’re more interested in a topic, you’ll be more enthusiastic about writing the post and finding the correct information. The better the post, the easier it is for the audience to connect with the topic.
Technical blogs are a great way to reach a lot of people and give people information that’s easy to consume. After writing many technical blogs, here’s the workflow that makes things easy to focus on content instead of logistics. Let’s start spreading some good ideas!
1. Define your audience and key messages
Who are you writing for? If your target is moms between 25-40, your writing is going to sound much different than writing for 30-50-year-old engineers in the forestry industry — am I right, ladies?
Audience personas can be quite helpful when you’re thinking about the tone and structure of your piece. A wine blog for beginners can likely be more light-hearted than a post about the environmental impacts of dust on a local community, for example.
It’s always important to think about what’s in it for your audience. People have limited time, so reading your blog better be a good use of theirs. Are the key messages of your blog in line with what your target audience is looking for? If not, you will need to make adjustments so people aren’t asking “who cares?”
2. Research your topic
Thank God for Google. Likely, you aren’t the first to write about whatever topic you are about to delve into. That’s a good thing. You have information from multiple sources — just please fact check — so it allows you to piece together the best information in the easiest to read way. Just because others have done it first, doesn’t mean they have done it best.
Often the research provided to you is written in nerd language and it’s your job to figure it out. If you’re a writer, that can be fun. It’s like fitting puzzle pieces together to make information more accessible to a larger audience.
If you have questions, other people probably do too. Your blog is where people will go to find those answers.
If you are writing this blog for a client, schedule a call where you can ask questions and make sure your key messages are clear. While you can independently find out a ton of information by yourself, it makes it a lot easier when you and your client are starting on the same page. Plus, they probably have specific information they want to be included that may not have been clear to you initially.
Make sure to record the call so you can go back and reference it. This will save you a lot of stress. It’s much easier than taking notes and trying to remember everything.
3. Create an outline
Now that you have your key messages down, you’ve researched your topic, and your client has given you an idea of what they are looking for, it’s time to create an outline.
Luckily, you have other blogs to reference and see first-hand which ones you were drawn to and which ones you pressed the back button immediately.
I said it once and I’ll say it again: always start with “what’s in it for them.” If your introduction doesn’t have a hook, your audience is gone.
Use headings and lists to make your content easy to read, and use a call to action at the end of your blog that aligns with your goals. Book a meeting, follow us on Facebook, or buy now are all great examples of how to further engage your audience after they have read your blog.
Outlines are also great to organize your thoughts and weed out excess information that will cloud your key messages.
4. Start Writing
Use your own voice to relay your messages. Whether that’s the professional version of your voice or your Saturday night version after a glass of wine version, just make sure the tone matches your content.
Use the K.I.S.S. method. In case you weren't born 60-years ago, or you just prefer to not reference rude acronyms, that means Keep It Simple, Stupid. Take out industry jargon and complicated language. You can sound smart without using words people have to Google. Your blog should be accessible to a large audience and easily consumable, not feel like more work.
5. Take a Break
Give your eyes a break once you’ve written your piece. After you stare at your computer for hours trying to write the perfect blog, you might become blind to minor errors. Maybe you typed “and” twice or used the same word in a paragraph three times. Try going on a walk, or just not looking at a screen for a couple of hours before you come back to it.
Although I prefer to save the trees, a great tip is to print your piece and edit it on paper — after you have run it through Grammarly, of course. For some reason, it’s easier to make changes that way.
Plus, it’s kind of satisfying to edit your own with a red pen… maybe that’s just me.
If you have a chance, ask someone else to read it for you. Try not to get annoyed when they give you irrelevant suggestions. They also might catch something you said twice, or ask a question about something you thought you answered, but you weren’t clear enough.
6. Add the Finishing Touches
Now it’s time to make your blog look nice. Add headings, photos, article links, and an SEO-friendly title.
The most satisfying part of writing your blog is clicking the publish button. Ensure the blog is going to the right part of your website, add tags, set a featured image, and utilize any widgets you have installed on your site to make your blog SEO-friendly.
After it’s published, check that the image that pulls works on your social platforms and that it loads correctly on both desktop and mobile feeds.
You want people to see what you’ve posted. Share your blog post in places your target audience hangs out. Ask people to share it. This gives you a chance for your network to spread your post to their network.
Use Canva to create free images that look great on social, and you don’t need to be a designer to use. You can also resize these so it fits correctly on all platforms.
If your piece is really awesome, consider doing some digital advertising for it to get the most eyes on it.
Just remember, practice makes perfect. Eventually, writing technical blogs will become more of a habit, and creating these posts will flow much easier.
If you need help writing blog posts or getting your content in front of the right people, drop us a line and let us know how we can help!