Behind the Scenes: My Blog Post Writing and Publishing Process

My virtual assistant, Amanda Sue, sent me a message via Voxer one day saying that she’d love to know the steps in my blog post writing process. I immediately thought that it would make a helpful blog post, so I told her to hold off and that I’d add it to my content schedule.

So, if you enjoy this post, you can thank Amanda Sue. (Thanks for the suggestion, girl! And, you’ve had to wait about three months for my answer, so thanks for your patience.)

If you’ve ever wondered how these blog posts of mine start, how long they take, what steps I take before and after publishing, this post is for you.

Here are the steps I go through from beginning to end:

Step 1: Pick the topic or check what the topic is that I have planned.

I keep a list of topic ideas in my bullet journal, but I try to plan out my content calendar at least three months in advance. Whenever I’m picking a topic the same day I’m creating the outline and/or writing the rough draft, it takes me forever.

My thought process goes like this, “I could write about my evening routine. Oh…what about my watercolor painting process? Well, I need to more prep time for that one…I’d love to write a post on why I enjoy bullet journaling. Hmmm…but I’m in the mood to tackle email marketing for beginners. Did I write a post about staying productive while working from home yet?”

And, that’s just the beginning of the conversation I have with myself about what to blog about.

If I already have a topic planned (like this one was), it cuts down my blog writing process by at least 20 minutes and you can do a lot in 20 minutes–like take a nap or watch an episode of Friends while knitting or load some tweets into Edgar.

Step 2: Create a quick outline.

Once I decide on the topic, I used to dive head first into the rough draft, but I ended up going off on different tangents that I would cut in the editing process. Basically, I wasted time.

Creating a quick outline helps me focus (which cuts back on any lulls when I start typing the rough draft) and improves my blog posts overall.

You know those blog posts that ramble on and on, making you wonder how the blogger went from talking about SEO to her messy divorce in the next paragraph? That’s what you avoid by creating a quick outline.

Typing out my outline usually takes anywhere from 5 to 20 minutes, depending on how much I’ve already thought about the topic and if I already know what I want to include.

When I know a specific topic is coming up, I think it about it quite a bit leading up to the day I write the outline and rough draft. When I’m walking to Starbucks or taking a shower or being my husband’s sous chef (and cutting a humongous bowl of veggies for a stir fry), I think about my upcoming blog post topic. That way, I’ve already thought about what I want to include before I ever sit my butt in my chair.

Step 3: Write the rough draft.

The rough draft is one of my favorite steps. I just type and type and type, trying my bloody (I’ve been reading a bunch of thrillers based in the UK, can you tell?) best not to edit. I want to get it all out before I start pointing out lazy sentences and cutting paragraphs.

I’ve always struggled to not edit as I write but I can create a rough draft for a post like this one in 30-60 minutes as long as I don’t edit myself while I write. If I do, I get stuck in that part of my brain that screams, “EVERY SINGLE THING YOU WRITE SUCKS,” until I want to give up and eat a family-size bag of Lay’s potato chips.

The way I keep my inner gremlin in a corner is to write without editing. Try it and enjoy the writing process so much more.

Step 4: First round of edits.

In the first round of edits, I read the post and try to cut anything that doesn’t need to be there, including sentences that basically repeat the sentence preceding it (which happens waaaaay too often).

I don’t want to spend tons of time editing the specific words of each sentence and then decide to cut out entire paragraphs. I still have to do that sometimes, but it makes things easier to chop first and then spend time on finessing the sentences.

Once I’ve gone through with my delete button, I go back through on the first round of edits and start playing with the words.

As I’m reading the post, I ask myself these questions for each sentence:

Do I stumble over it? Could I have chosen a stronger verb? Does it sound like it belongs in one of my essays for 10th grade English class?

If so, I start the rewrite process.

Then, I try to step away from it for at least a day (which isn’t always possible due to deadlines but it’s really helpful to read it with fresh eyes for the second round of edits).

Step 5: Second round of edits.

In the second round of edits, I’m still making sure every sentence and paragraph is necessary but I delete a lot less. I read it out loud, experimenting with the words some more. I try to fill the post with personality and make it more interesting. Anywhere I can get more specific and add details, I do.

I also ask myself if anything else would make the post better. In the case of this blog post, when I asked that question, I decided to add the entire second half which focuses on how my process changes when I add a content upgrade to one of my blog posts.

Step 6: Third round of edits.

This is the last round of edits I make before I have someone else read my post. During this round of edits, I’m looking for any last grammatical or spelling errors. I pick over a few more words, trying to get them just right and I read it aloud again to make sure that all of the sentences sound like something I would say.

Step 7: Brainstorm 10+ ideas for the title and pick one.

At this point, I don’t have anything more than a working title.

If you’re a long-time reader of Blacksburg Belle (#youdabest), you’re probably tired of hearing this, but you should spend however much time it takes to select the right title (which usually takes at least 15 minutes and that’s if you’re lucky and think of a great one quickly). You want something that your target market will actually click on, because if you don’t have a click-worthy title, all the work you’ve put in so far won’t matter. Nobody will click to read your post.

Step 8: Input the copy into a WordPress post.

Next, I copy and paste from a Google document to a post in WordPress. I hardly ever write the post inside of WordPress (maybe if I’m just writing a short intro and ending/call-to-action for a video post but never for a written post).

Step 9: Format the post.

After I copy and paste into WordPress, I go through and add the headings, bolding, bullet points, numbered lists, links, etc.

This step is all about making the post look easy to read–I split long chunks of text up into two or three paragraphs, I use headings and bolding to make things stand out and easy to skim (because that’s what lots of people do online).

Step 10: Have someone else read it. And, ask someone about my title ideas.

There are times where I skip this step because I don’t have someone around me to read my post, but I try my best to get at least one other person to read my blog post before I publish it. Almost always, they’ll find one or two errors I missed.

I also ask them which title option makes them want to click and read it immediately. Sometimes, I’ll change my title at this point, especially if it’s one of my ideal readers giving me the feedback–usually it’s my husband who gives my blog posts their final read (he earns snuggle bucks!).

Step 11: Create the graphic in Canva (for the post and for FB/Twitter).

I create all of my featured blog post images (the ones at the top of my blog posts) in Canva. While I’m in there, I create a matching image for Facebook and Twitter so that I can use it when I go to promote the post on social media.

Step 12: Add the graphic to the blog post.

Once I’ve created and downloaded the images, I add the main image to the top of the blog post. If I have other images to input into the blog post (like this example), I do it that, too.

Step 13: Re-read one more time to catch any last problems and click on all the links.

Once I’ve added the image at the top of the post, I read the blog post out loud one last time and I click on each link to make sure it opens in a new window and goes to the right webpage.

Step 14: Publish.

This is the point where I wonder if I need to do another round edits, talk myself down off that ledge and hit publish.

We can always improve (especially when it comes to a piece of writing) but done is better than perfect and at some point, you’ve got to stop tinkering and publish the darn thing.

Step 15: Email my list.

As soon as I’ve published my blog post, I send out my weekly email with an introduction to the blog post and a link to click to read the rest.

I would definitely get more people to read my blog posts if I included the entire thing in my email, but it’s more important to me that my subscribers leave comments on my blog posts so it feels like a community than it is for me to get more email subscribers to read the entire post.

If you’re trying to decide whether to include your entire blog post in your email (or just an intro), consider your goal. Do you want more people to read the whole thing or do you want readers to comment and share? Whichever way you answer that question tells you which way to go.

Step 16: Promote on social media.

After I’ve emailed my list, I open up three new windows: Facebook, Twitter and Bit.ly. I shorten the URL and then I share my blog post on Facebook and Twitter, including the image that I created in Canva. (At the end of the month, my virtual assistant adds tweets for each blog post into my Edgar library so they’ll keep being shared on Twitter.)

I also usually post on Instagram to let my followers there know that I’ve published a new blog post, but I use a different image.

When I include a content upgrade, my blog post writing process changes a bit.

***A content upgrade is a way to make your content even better, but in order to get the better content, your reader has to join your email list. For instance, the content upgrade for this post is my Ultimate Blog Post Editing Checklist. If you’re reading this blog post, you’d probably be interested in opting in to receive it. It adds to the content–giving something (the downloadable PDF that I spent a few hours creating) to the subscriber and something to me (the ability to stay in touch and send updates through email).

If the step is the exact same as without a content upgrade, I’ve just written ‘same as above’ but if I do something extra when I include a content upgrade in my blog post, I’ve added the extra bit in that step.

Step 1: Pick a topic and content upgrade.

When I start the process of writing a new blog post, I know whether or not I’m including a content upgrade. That’s never a last-minute decision, because the content upgrade depends on the blog post content.

Plus, I want the content upgrade to be worth my time. It’s got to be something I think my readers will find extra valuable that they happily join my email list to access.

Step 2: Create a quick outline.

Same as above.

Step 3: Write a rough draft.

Same as above.

Step 4: First round of edits.

Same as above.

Step 5: Second round of edits.

Same as above.

Step 6: Third round of edits.

Same as above.

Step 7: Brainstorm 10+ ideas for the title.

At this point, I also brainstorm ideas for the content upgrade title, because that matters as well. The point of a content upgrade is to grow your email list while giving away valuable content, so you want to make sure the title is enticing enough to get those email addresses.

Step 8: Input the copy into a new WordPress post.

Same as above.

Step 9: Format the post.

Same as above.

Step 10: Create the content upgrade.

Sometimes, I put together the upgrade along with the blog post, but most of the time, I create it once the blog post is almost complete.

Step 11: Create the opt-in form in LeadPages for the content upgrade and add it to the post.

Once the content itself is complete, I log into LeadPages and create the pop up opt-in form like the one you see when you click on the button below. The more I do this, the faster I get. It used to take about 30-60 minutes (to create an image in Illustrator and design the opt-in form) but now it takes about 10 minutes.

Step 12: Write the welcome/here’s your content upgrade email and add it to the sequence for that content upgrade.

Because the people who opt in for my content upgrade are looking to receive it as the first email they get, I write a special welcome email for these subscribers to give them the content upgrade and welcome them to the Blacksburg Belle family.

Step 13: Opt into the form myself to check to make sure that everything works like it should.

I go through the process of opting in to make sure I get the right welcome email and I’m able to download the content upgrade. Always check to see exactly what your subscribers are going to see, so there won’t be any surprises.

Step 14: Have someone else read it. And, ask someone about my title ideas.

Same as above.

Step 15: Create the graphic in Canva (for the post and for FB/Twitter).

Same as above.

Step 16: Add the graphic to the blog post.

Same as above.

Step 17: Re-read one more time to catch any last problems and click on all the links.

Same as above.

Step 18: Publish.

Same as above.

Step 19: Email my main list.

When I include a content upgrade, I usually send whatever that upgrade is to my email list along with the introduction to the blog post, because I don’t want to make them sign up for my email list again to get access to the upgrade.

Whenever I don’t include the content upgrade with the email, it’s because I’m trying to build a segmented list that I know is interested in a specific topic. For instance, if my content upgrade is about blogging and I want to know who on my list is interested in blogging, I might have them opt in for that content upgrade.

Now, that I’m switching to Ontraport (from AWeber), I don’t need to do that, because I can get the same information just based on who clicks on the content upgrade (from my main list).

Step 20: Promote on social media.

When I create a content upgrade, I usually create a couple different posts for social media: some that promote the blog post itself and some that promote the content upgrade.

I also often put more time into promoting my post on social media, because I want to get that blog post in front of new people–not just those who already follow me. For blog posts with content upgrades, I might also do a Facebook Live, Insta Story (or two or three), Facebook ad, and Instagram ad.

When I include a content upgrade, it adds anywhere from an hour to five hours to my blog post writing process. It’s extra work but it’s worth it. It’s the fastest way I grow my email list.

If one of your goals for 2017 is to grow your email list (which it should be if you run a small business), you should test out some content upgrades. Try adding a content upgrade to one blog post per month over the next few months.

I hope seeing my blog post writing and publishing process gives you an idea of what it takes me to create the content you see each week. And, I hope it gives you an idea or two of what steps might actually make blogging easier (like planning ahead of time and creating an outline).