The internet is awash with content, but let’s be honest, a lot of it isn’t great. I don’t know about you, but I find it pretty hard to digest reams of un-edited, un-proofed, train of consciousness blog ramblings. To quote my old school teacher: “if you don’t have anything useful to say, then it’s better to say nothing”. Shouldn’t this rule also apply to the internet? Just because anyone can publish anything online, does that mean that they should?

With so much content out there, it’s more important than ever for brands to create blog content that truly engages their audience, adds value to their lives and keeps them hungry for more. But this is easier said than done. What is it that lies at the heart of truly great content creation? How do you establish which combination of ingredients to throw into the mix to make delicious value filled content?

Creating tasty blog content that really resonates is like baking a cake; it’s a blend of Art and Science. Here are 6 key steps to help you master it:

  1. Select your recipe

When you decide to bake a cake, first you decide which type of cake is most suitable for the occasion. Is it a Victoria Sponge, a Cheesecake or a Chocolate Gateau?  The same goes for blogging. Be clear about the type of blog you want to create from the outset. Is it a review, a how too guide, a news piece or a hints and tricks piece? As blogs can take many formats, you must decide which is most suitable for the messages that you want to convey, as well as the site it will be published on.

  1. Consider the consumer

Before creating culinary delights, any self-respecting chef would first consider who they are cooking for. What are their likes and dislike? What was it that left them asking for a second slice last time? Which delicious creation did they tell their friends about? And, what kind of food will they be expecting?

Take these same questions and apply them to the target audience of your blog, consider the additional demographic factors and then tailor your content accordingly. Once you have built a clear picture of your audience, the tone of voice to use will also become much clearer.

  1. Prepare yourself

You wouldn’t start baking without making sure you were prepped with the right ingredients, an apron and some relevant know how. Before embarking on writing your blog, do your research and arm yourself with the required facts and figures to make the salient points within your blog. The more you research your chosen subject, the more confidence you will have when it comes to writing it and conversely, the more value you will add. There are no shortcuts here, just good solid research.

Once you feel suitably knowledgeable, plan out your blog structure in advance to avoid waffling. If in doubt, remember the KISS acronym (keep it simple and straightforward).

  1. Mix your ingredients

Now you are ready for the Contentology part; the Art and Science of mixing ingredients to create a great blog. For this you will need:

  • A brain full of ideas, research and your plan
  • A large sprig of humour
  • 2 bunches of originality
  • 1 tablespoon of passion
  • 3 level teaspoons of concise writing
  • A range of roughly chopped but reliable sources
  • Your choice of on brand image/ video
  • Corresponding social posts for seasoning

Mix your ingredients according to the format provided in your recipe and your blog plan. Don’t be afraid to make the blog your own. Remember people buy into people they relate to, so be relatable.

The social posts that correspond to your blog play an important part, so don’t forget these. They will serve to drive traffic to your blog.

  1. Taste test

This is my favourite part of any cake making or content writing. It’s the bit where you get to dip the spoon into your mixture and taste it. Always do this before committing to baking it! If it tastes like it’s missing something, it gives you the chance to work out what it is and add it in.

It’s the same with blog content. When you think it’s finished always go away and come back to it with new eyes. You will spot errors and improvements that weren’t obvious to you before. Then, ask a colleague to proof read your blog before you dish up and go live with it.

  1. Devour happily

The proof of the pudding is in the eating, or in the case of your blog content, it’s in the reading. If your content resonates well with your audience, then they will be hungry for the next slice that you publish. And, word will soon get around that you serve up some pretty tasty content!

I don’t know about you, but all this talk of cake has made me hungry – I’m off to bake.