In a previous post, I discussed my blog batching process for my web content services. If you have yet to check it out, here it is.
But, there is a lot more to the story when it comes to my web content services and mass-producing blogs….
As I explained my web content process, I literally jumped from the Quarterly Content Planning Session to the Revision Rounds. What I failed to mention (on purpose) was the crucial step that takes place in-between: content creation.
I intentionally excluded that step because, one, it is not a part of the web content process (which outlines the steps that involve both me and my client). Simply put, content creation is a solo project where I work on behalf of my client not with them. I focus on what I do best, so that my clients can do the same for their business.
And, two, even though it can be considered as a step (right after the Quarterly Content Planning Session), to me, it is another process. So much so, that this is where I devote a majority of my time as a web copywriter.
By separating the web content and content creation process, I better illustrate my responsibilities vs the clients. My duty lines are not blurred and their expectations are not clouded.
With all of my web copy services, I approach my clients with simplicity and ease. Keeping my content creation process on the backend, helps me achieve just that.
So, let’s take a peek behind the curtain. Here is a look at what happens on the backend of MK Copywriting. This is my content creation process, explained.
Before I even begin, I have to know what I am talking about. My research always starts with my client’s Quarterly Content Planning Session.
I interview them to obtain facts not only about their business but also surrounding details that can be shared in an upcoming blog post.
I continue to gather information long after the planning session is complete. Google is my best friend during this step! I even leverage my personal experiences and knowledge if I feel it will fit well into the post.
My approach to drafting a blog is nothing consistent. I attack each blog based on my mood, bouts of inspiration, or the deadline (just being honest).
My most efficient method is “filling-in-the-blanks.” Pretty much, I outline the blog taking note of the headings, subheadings, and call-to-actions. Then I take the research gathered and divide it into the headings where it best fits.
From there I create sentences, which turns into paragraphs, which then turns into a fully drafted blog. No rhyme. No reason. Doing what’s necessary to get the job done in a timely manner.
Thankfully, I am blessed with a natural skill and passion for writing. So this step comes easily to me without sacrificing any of the content’s quality.
There is a series of revision rounds that I complete with my client. However, I undergo my own before I involve them. I present a first draft, not a rough draft. Meaning, I take time to clean up the blog prior to sending it for review.
Over the years, I have developed a keen eye for detail. That’s used to reread the blog and reread it again to ensure I have nailed my clients’ tone, created a consistent flow, and corrected every typo.
It’s one thing to use tools like Grammarly and Spellcheck. Still, I choose to go the extra mile to assess the blog’s readability, authenticity, and relatability.
This is what separates the pros from the DIY bloggers. All the previous steps mentioned, only focused on the blog itself. The publishing phases continue to optimize certain elements of the blog and the blog’s platform, too.
It is not enough to just write the blog and publish. They are tasks that need to be completed on the backend to have the entire website perform.
I would be lying if I said you can rank on Google or increase website traffic just by blogging alone. The blog and site must be regularly optimized and maintained to achieve the desired results… which makes this step so crucial (and a little daunting).
I am not going to bore you with the details, but to complete this final step, I have an entire publishing checklist. Each task listed works to enhance the blog for SEO, both on the front-end and back-end.
Some tasks include incorporating:
Again, this is crucial. Because without my clients’ blogs will not perform, making my work (writing the blog) a waste of time. This is the final step and without it my clients’ blogs will not perform. So this checklist is a must.
I also heavily rely on a tool to keep track of my entire content creation process to ease repeatability and track progress. Curious? Check it out here.
I have also realized many do not understand everything that goes into content creation, especially on a professional level. Therefore some entrepreneurs naively approach blog writing without fully considering the process. If you don’t consider the full process, do not expect a full result.
For my DIY bloggers, use my content creation process as a tool to better approach blogging and to achieve a better outcome. Here’s an even greater option, The Blog Kit! The Blog Kit is a Trello Board template (a replica of my own) that features all the essentials to successfully draft, publish, and optimize a blog post to maximize website performance.
Whether you are looking for inspo or insight, you will find both in my web copywriting portfolio! Download my free portfolio to gain access to real world professional examples of what web copy should be and what yours could be!