The Blueprint for the Perfect Blog Post (Infographic)

Comments: 44

  • Brian,

    Great post, I particularly love the infographic, it’s a great way to sum up the do’s.

    In terms of your lessons, #1 rings so true to me, there is lot of blood, sweat and tears involved and you have to enjoy writing for the sake of organizing and sharing your thoughts, otherwise you will never maintain the momentum (esp. if you have a day job)


    • Ted,

      Thanks a lot, I appreciate the feedback. Staying organized is key. I know that I typically have a couple of different posts that I work on from time to time until the are complete. It is hard to find time to just sit down and crank out a post in one sitting unless it is a rant :)

  • This is awesome, although there are no cookie-cutter (nor perfect) solutions, this visual captures important parts that should be considered in presenting a blog post. Well done.

    • Hi Anthony

      Thanks for the positive feedback. There is definitely no cookie-cutter method for blogging but hopefully some of these tips will help. The one thing that I couldn’t capture in the infographic is the importance of being authentic.

  • I’d add in some outbound links in your body copy. I always try to link to other thought leaders, innovators or just writers with interesting views. This shows the wider context for your blog post and also helps build connection/relationships with others you respect.

    • Hi Gavin

      Thanks for the feedback. I agree, outbound links are important – when I talked about external links, I was referring to outbound links. Oh, and yes – next on the list is trying to figure out how to capture SEO lessons learned into an infographic – are you volunteering to help :)

  • Thanks for the post, I’ve only been haphazardly blogging for the past two years and agree with all of your points. As a photographer and videographer however, I tend to place higher value on the inclusion of images or embedded video players. Gavin’s suggestion re: outbound links is a good one too.

  • Brian

    Great post with a fantastic image! Pays the article off so well. I would add:

    1.Images. I would add to alt tag the photo so that the crawlers can see it and identify it and not stop a the image.

    2. Images. I would also consider adding images to certain paragraphs to the opposite side of the other image. Direct the readers eyes to where you want them to go and emphasize the important articles with photos so they spend more time on that section.

    Stay on focus with your niche by not being afraid of pulling in your interests and relating them to the blog. I use an example of: divorce atty who blogs about NFL lock out, their angle is how it could affect child support. Interesting to think about but very easy for the atty to use an interest of football but tie it into their area of practice.

    Excellent advice as always Brian. Never do we walk away empty handed from your articles!

    • Hi Suzanne

      Thanks for stopping by and commenting. Excellent points about the use of alt tags for the images. Also, I love your example – bloggers should never be afraid to pull in their other interests and tie it back to their blog’s niche.

  • Brian,

    I think this is an excellent blueprint and something I would recommend to companies and to new bloggers. I do think it’s ok, once you’ve established yourself a bit, to write the posts a little bit differently to project your own style.

    For example, I have some posts where including a “top x tips” section just wouldn’t make sense, and many where this is critical. The point being, it’s ok to diverge a bit, but the core of the blueprint must be present.

    Also love your Top 6 Lessons Learned!

    Thank you for sharing this, Brian – very well done!
    Lisa Petrilli

    • Hi Lisa

      Thanks so much for the feedback. I agree 100% that you should only include lists when appropriate and by no means was this meant to be the end all on blogging. Many times, I have had posts that were total rants take off because it struck a nerve with others that felt the same way. It is always important to consider your audience before hitting publish.

  • Brian,

    Thanks for sharing these thoughts. My favorite point was that there are no shortcuts.

    I am often asked by new business owners how often they need to blog, Tweet, post updates on Facebook, etc. before they will see results. In their voices I hear, “How long do I have to do this social media thing before I’ll be raking in the dough?”

    My response is that social media is not a one-off investment of time. Blogging and every other form of social media outreach requires sustained, focused effort. And, it’s NOT free! Yes, all it really costs to do these things is time. But, time is often the most precious resource a new business has (well, besides money). And, if the business owner is not talented in this area, then the work must be performed by someone else – and that is most certainly not free.

    One tip I would add for a perfect blog post is proofreading. It is such a simple thing, and yet, it can mean the difference between someone being impressed by your post or thinking you don’t care about delivering quality work. As a former proofreader and copy editor, I am likely a bit more focused on this than most, but once I spot a typo, I am no longer reading the content for its valuable information. Nope, I am looking for more mistakes.

    I suggest the writer proof his/her own copy first, then ask someone who has not yet read it to proof it. You might be amazed at what a fresh set of eyes will spot, even after you have read the copy multiple times.

    Remember, we often get only one opportunity to make a good impression. Don’t let typos distract the reader from the value of your content.

  • Hope you don’t mind if I hang that graphic by my monitor. All great tips but unfortunately I have to admit I don’t follow many of them. Not because I don’t believe but I just forget in the rush to get something online finally.

    Perhaps your graphic will help me remember what’s important!

    • Traci,

      Thanks so much. I hope that it gives you some friendly reminders, though your writing is already awesome.

  • Brian, nice visual overview that helps break down the structure of a blog post. An effective combo with your article. Like Traci suggested, will hang by my monitor.

    Just wonder what you think about testing headlines before posting (seems to be common wisdom) and also the value of subheads in SEO and simply to guide the reader.

    Frankly, I resist testing headlines …

    • Hi Allison

      Thanks so much. Subheading are a great idea. As for testing headlines, I usually have a variety of ones that I will use to tweet out the post to see which grabs more attention but I never post the same thing twice on the blog with different titles.

  • Hey Brian,

    Wow, what a tremendous post. I very much enjoyed the infographic. I agree with some of the commenters, too i.e. Lisa Petrilli re: not using lists if they don’t fit with what you’re writing about and also Gavin’s re: including links but absolutely overall love, LOVE your article and will absolutely use it as a reference.

    Thanks for sharing it!
    Steve O

    • Hi Steve,

      Thanks so much. I agree – Lisa Petrilli and Gavin Heaton have never steered me wrong, great advice from both of them.

  • Brian –
    Fantastic visual for pulling together a blog post! We Savvy Sisters at Savvy B2B Marketing have pulled together guest post guidelines and I’m thinking we need to include a link to your infographic so folks get a clear sense of how all the elements come together. Thanks for sharing!


    • Stephanie,

      Thanks so much. I would be honored if you included a link back to this post. I really admire the work that you do.

  • Great Post Brian! The thing I am seeing is that a lot of social consultants don’t have a clue about SEO, and it is so important to understand the principles of how search engines read the source code on websites and blogs. Excellent link bait!

    • Nick,

      Thanks for the positive feedback. I agree, SEO is commonly overlooked and while the main focus should always be the reader it is important to take into consideration some basic SEO tactics.

  • Great post Brian! I especially like the “Top 6 Lessons Learned”. Really good points for keeping things interesting, engaging, and bringing people back the next time. Well done!

  • I wish I’d seen this when I started out!!!

    Fantastic, I’d love to say that I do this already, but I’d be lying. I’ve favourited this page so I can keep it as a visual reference.

    Thanks Brian.

  • Great post! I love the visual in addition to the article. It’s clear and to the point and exactly what I needed. Thank you!

  • Thanks for the advice on a good blog. I am running a soccer blog, but i never thought too much about a “perfect” blog post. I only thought about the content, now I will add your views about the layout.

  • I’ve found this post really interesting. My blog is just a small hobby type of journal about sewing but I’ve bookmarked this page and I’m going to see if I can apply some of your points my posts. Thank you.

  • Hi Brian,
    Great post. I am a sucker for info-graphics that give such a clear breakdown. I spend a lot of time teaching about Search Optimization and always going to include “make great content and links will follow.”
    I was wondering if I could get a copy of your graphic that I can use for those presentations. I have no problem giving you and your team the credit for it.

  • Clear simple blueprints like this one are so helpful! Thank you, Brian. Alice Stein (President-elect of the Boston chapter of the American Marketing Association) was kind enough to point me to your blueprint when she invited me to write my first blog post a couple of months ago (Google the two words “Early Ownership” and it comes up fairly high, I think). Just thought a micro-success story might be of use to you.
    I’m going to use it again right now for a different purpose: A one-pager on Therapy Decision Support at the Point of Care. Wish me luck. . .

    • Hi Ryn

      Thanks for your comment and for sharing your success story. I am glad that you found the blueprint helpful.


  • Thank you for a great article. Very easy to follow, holds the attention of the reader, and some great tips. Never thought about putting the “share” links at the top, and have always placed them at the bottom. Look forward to more. Theron

  • Excellent article! Clarity of communication saves time and helps everyone manage complexity. Thank you for an unusually valuable post.

  • Two years later your blueprint is still valid :-) Thanks for sharing your insights. I used your Infographic in a dutch version of this article (with reference to your blogpost of course).

  • Thanks for sharing this information! Now I need to get organized, focused and start a blog…I´m thinking in connecting expats, and foreigners in Rio de Janeiro, Brazil!

  • For marketers, blogging is very important to their jobs — nevertheless it isn’t simple. You need to come up that has a subject, publish something engaging, optimize it for SEO, doing SEO Copywriting, and consider a ton of other steps to be certain we are writing the top probable post that stands out from other similar subjects online. SEO copywriting could be the very hard task involve in SEO yet very worth it.

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