Why Hire a Blog Copywriter
Think blogs are old news? Think again.
Blogs now dominate how AI tools like Google AI Overviews, ChatGPT and Perplexity find and share answers online*.
If you’re not blogging, you’re invisible to the new wave of search.
But it’s not just about AI. Great blogs keep your audience engaged, build your reputation and boost your SEO, but only if they’re well written.
Fun fact: Human-written content consistently outperforms generic AI filler (proof here.)
And if you don’t have the time or expertise to blog? Outsource it to me. I’ve been writing blogs for businesses since the early days of websites.
My blog writing services will keep your content fresh, relevant, and search-ready.
Blog Copywriting Process: How it Works
I’m often asked by first-time blog copywriting clients: “So how does this work?”
Here’s a quick run-through of what’s involved when you partner with me as your blog copywriter, including SEO, sign-off, publishing, and sharing. If you’re not sure where to start, read my post How to start a blog.
BLOG EDITORIAL SESSION: WHAT WILL WE TALK ABOUT?
To start regular blogging and article writing, you’ll need a solid list of topics - your editorial strategy. With my journalist training, I’m great at finding the best angles and news hooks from within your business to make your content stand out and grab attention. We’ll consider your different audience sectors: What topics interest them? What information are they looking for? What questions are they asking? What is relevant to them? The editorial session's goal is to develop a giant, long list of compelling topics covering all your audience sectors.
BLOG SEO STRATEGY: WHICH KEYWORDS?
With a solid list of compelling blog and article topics, the next step is making sure people can find them. SEO today means Search Everywhere Optimisation - not just search engines, but AI tools too. I use the latest SEO tools to find the best keywords for each post, the ones people are actually searching for, with high traffic and good ranking potential. I also analyse trends and gaps to uncover new content ideas, so your blog stays fresh, relevant and matched to what your audience wants right now.
BLOG WORD COUNT: HOW LONG SHOULD A BLOG BE?
So now we know the topics and the SEO strategies - the next question I’m often asked is: How long should a blog be? The answer to that is: It depends on the topic! Some topics are better suited to short-form blogs, which are around 350-400 words minimum. However, other topics need greater detail and depth, so they’ll be long-form blogs, typically 1,000+ words. I always tell my blog copywriting clients not to get hung up on word count - I write blogs the length they need to be for the topic, to ensure we get across all the points we want to make!
BLOG OUTLINE: WHAT’S THE GOAL?
Next, I’ll work with you to create a blog outline. This is a ‘map’ of the blog's topics, key takeaways, and call to action. What do you want customers to do/think when they read it - whether it’s making a purchase, signing up for a newsletter, or simply gaining valuable insights. The blog outline ensures that we cover all the important points you want to say, so your message is delivered effectively and resonates with your audience.
COPYWRITING YOUR BLOG: FIRST DRAFT
Once we’ve agreed on the blog outline, I’ll write the first draft. I’ll make sure it includes all target keywords naturally while staying engaging, compelling and informative. A well-crafted blog that provides real value builds trust and authority with your audience. It also helps your content get picked up by AI Overviews and other AI search engines. Feel free to make any changes and revisions to your blog. It's common for blogs to go through a couple of rounds of review or require approval from senior members in the business.
BLOG APPROVAL: publish, repurpose & share
Once your blog is signed off, go ahead and publish it! Share it across your social media platforms, including as a LinkedIn article, to maximise reach. (I can help with post wording if required!) Your well-crafted blog can also be repurposed into engaging slide shows or reworked into a script for other content formats - such as YouTube and TikTok - to enhance visibility and engagement. Again, I can help with all of that.
And that’s it! My typical blog copywriting process step-by-step, which will give you months of valuable, ripe-for-repurposing content.
Blog Copywriting Examples
Take a look at some examples of my blog copywriting work. Click on the image to read.
Adora Fertility Clinics
The brief: Regular, informative blogs about infertility, fertility treatments, and Adora’s USPs as Australia’s bulk-billed IVF specialists. This involved creating an editorial calendar for blog ideas in collaboration with the Marketing Manager.
Arrow Metal
The brief: Monthly blog articles and project case studies for perforated metal manufacturer Arrow Metal. Highlighting the benefits of perforated metal to specifiers, contractors, designers, and architects, and successful project applications. Arrow Metal consistently ranks highly on Google - take a look at project case study write-ups here.
Blog Copywriting FAQs
Why is blog copywriting important?
Blog copywriting is a brilliant way to keep your target audience (your clients and customers!) engaged, informed, and coming back for more. It’s like having a chat over coffee with your customers every week, where you share valuable insights, answer their questions, and build strong relationships. Regular blog posts keep your audience engaged and connected with your brand, so you become ‘the’ authority in your sector and, therefore, top of mind for your customers’ needs. And of course, they’re now essential if you want to be noticed by AI engines!
How often should I publish new blog posts?
Quality and consistency are more important than frequency. Whether it’s once a week or once a month, the key to blog copywriting is to stick to a schedule that works for you and provides value to your clients and customers. Regular updates keep your audience engaged and show that your business is on top of what’s happening in your industry. But it’s vital to make sure each post is relevant - and you’re not just blogging for the sake of it.
What makes a great blog post?
A great blog post speaks directly to your customers, answers their questions, and provides real value. A good test for a topic is this: Would YOU want to read it? If you don’t find it interesting, your customers and clients won’t either!
WHAT’S THE IDEAL LENGTH FOR A BLOG POST?
There’s no one-size-fits-all answer to this! But generally, blog posts should be long enough to cover the topic well. I don’t put word count limits on my blogs for this reason - it does depend on the topic. The main thing I focus on is providing valuable content. If I can do that in 400-500 words, great! If it takes more, that’s fine, too.
do blog posts really help with SEO?
Regularly updated blog posts with the right keywords help to keep your site fresh and relevant to search engines, including AI search engines. But these days, blogs must be written for ‘people-first’ - not keyword-stuffed for bots. Engaging, high-quality, and satisfying content that naturally weaves in your keywords and is written with your customers needs in mind is the go!
HOW MUCH DOES IT COST TO WRITE A BLOG POST?
The cost of a blog post depends on the topic and length. Some blogs require considerable research, and that includes SEO keyword research. You may also need me to interview key people within your business to gather all the information for the blog. If you have topics in mind, it’s easy to get a no-obligation blog copywriting quote - just fill in the form below, and I’ll get back to you.
Hire me as your blog copywriter: Get a blog copywriting quote
Complete the form below or email elizabeth@elizabethwilsoncopywriting.com.