It's the first step that will truly mold the intention of the post and give it meaning. Assuming you've already determined your who your buyer persona is, during the research phase you will want to define your thesis statement or the purpose for the blog (typically this would be framed to solve any of your persona's pain points), the key term they would use to find your post, procure any facts or statistics needed to enhance your point and determine your goals & tools for measurement.
Next it's helpful to begin thinking of the title at this point. Notice how I said 'begin'? That's right, your title is perhaps the most important part of your post. It needs to accurately reflect the purpose of your post employment database while also enticing a click. It's very rare that I end up going with the original title of my posts. Keep brainstorming ideas throughout the process of writing your post.
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Outlining & Drafting Copy
I find that creating an outline helps me stay on track while writing a blog post, which also helps me get my point across and not miss any important components in the midst of writing. Whether you take the time to write out your outline or just think about the framework for your post, this is actually a great way of saving some time. The pre-focused structure takes away the time thinking, "what next?"
Next up is actually getting the words down on paper (or, you know, screen). At times this may be a breeze - other times you may actually smell smoke streaming from your ears. Understandably, actually writing the post does take up the largest percentage of time. This also includes taking time to work on second or third revisions as well. Don't be afraid to go back to the drawing board to achieve the best post possible (even after publishing, which I'll address in a little bit).
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