We’ve all heard about the elusive ‘secret sauce’ that guarantees not only blogging success but a hoard of engagement and naturally, millions in the bank.
In a B2B context however, blogging needs people-power, a strategic approach, and targeted SEO to connect and convert your target audience.
There’s no quick win.
The “secret sauce” is a myth.
But there are ways for you to build a templated process, making it quicker and easier to write good content that converts.
What if I told you that you could cut your blogging process from 8-10 hours per 2,000 word article to just five hours?
Would you believe that you could have five different writers working on content for one client, yet you’d only read one consistent voice?
We don’t have a magical, mystical secret ingredient.
At our content marketing agency, we have a sharp and refined system — a recipe rather than a single ingredient.
The backbone to our sweet, sweet results?
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Why Google Docs for Blog Writing?
Using a Google Docs template is a no-brainer when it comes to blog writing.
In fact, I’m writing this article in Google Docs right now…
Forget the lengthy learning curve as you try to get up to speed with the nuances of other complicated CMS systems.
It’s just so much easier to stick with what you know.
Google Drive isn’t some niche, indy brand with a ton of weird buttons and interfaces.
It’s engineered by Google, who handles seven billion searches per day, after all.
Safe to say they appeal to the mass market.
But why use a third-party app in the first place?
Why not write your blog straight into the web hosting platform that you’ve already paid for?
Benefit #1. Improved efficiency
Creating a standard operating procedure (or template) allows you to build consistency and quality into your work while cutting the time it takes.
It sets out a specific process to follow, meaning it’s great to work collaboratively with, as multiple people can follow the same instructions.
You have the choice to share the same document across the whole team or restrict access to a certain few.
Here at Codeless, processes have been used to elevate the workflow system.
And we’ve been able to create a blog post template Google Docs would be proud of!
Benefit #2: Easy sharing and editing
We use the tools to share document access between writer, editor, client, account manager, QA and compliance teams, and more – meaning that every part of the content production team is able to give real-time feedback.
This cuts out wasted time between revisions and means we can outsource writing with confidence.
It’s why we’ve been able to scale up so quickly.
Because any writer that works with your system should be trained up your specific writing and editing process.
It sounds subtle. But just like the experts from our MasterClass review can attest, it’s the details that make all the difference!
By taking the time to implement this practice, you ensure your articles are high-quality across the board.
Benefit #3: Blog post templates
There are several pre-made templates to choose from, and your Google Document will also frequently update in capabilities to keep up with the technology demands of the times.
This also means that you can confidently look past any concern around security issues, which other online software has previously faced in the past.
Benefit #4: Improved collaboration
Google Docs is great for collaborative projects or workflows.
So much so that 78% of students would choose to use it over Microsoft Word for group work.
In its essence, it’s a cloud-based, pimped up version of the classic word processor that we know and love.
So, it makes an easy time for anyone transitioning over from Office 365.
Something that ms word doesn’t offer is in-app integrations with add ons and other useful productivity tools.
Due to its cloud-based nature, Google Docs does this well.
It’s this characteristic that means that you can use Google Docs with any of Google’s 37 apps, as well as other programs.
But don’t just take my word for it.
It’s exactly what Great Black Speakers used to maximize their productivity.
The team chose to refine the back-end of their business by integrating Google Docs with four other apps.
Not only did this improve efficiency and allow their business to scale faster, but this also led to savings of approximately $20,000 within a year.
Benefit #5: Easy to Import to Your CMS (With the Right Tools)
Importing a post from Google Docs into a CMS like WordPress can be easy, but it’s not so simple without the right tools.
Why is that?
When you copy and paste from a Google Doc into a CMS, there are formatting issues that have to be manually altered, lest your post come out looking weird. Depending on the length of your post, this could be an annoying time sucker that will eat away at hours of your workday.
But, if you’re using a tool like Wordable, the process can be completed in seconds. Wordable acts as a bridge between Google Docs and your CMS, instantly formatting and posting your content for the world to see.
With Wordable, you can take an annoying burden that could be seen as a Google Docs deterrent and turn it into an afterthought.
How Do You Create a Blog Post Using Google Docs?
There are a couple of ways that you can use Google Docs within your blog writing process.
Honestly, it’s best to explore which of them works best for your business model and work style.
You might choose to create a whole folder of templates, or just keep it simple with one or two of the following examples.
Use a standard operating procedure (SOP)
Have you ever thought about how your blog or your business would survive if you were taken out of the equation?
Sure, you’ve probably got some form of insurance in case of the worst.
But who’s to say your business can’t go on to generate income whilst you’re away on holiday, for example?
A standard operating procedure (aka SOP) is a detailed instruction of how to complete the task at hand.
It’s a bit like writing down your routine from as soon as you turn on that computer, to when you clock out for the day (minus a few coffee breaks and endless phone scrolling).
As a blog writer, you might have a SOP for:
- Topic ideas
- How to perform keyword research and optimize your work
- How to upload the blog post to your web hosting site
- Writing Guidelines or Styles
It’s important to define your writing guidelines to make sure your brand voice stays similar through each piece of content you produce.
Did you know that it takes (on average) seven times for a prospect to see your brand before they feel compelled to buy?
One of the key reasons why customers choose to make that purchase is down to building a rapport.
I know it sounds like hard work, but nurturing a prospective customer relationship the right way will build brand loyalty and give you a customer for life.
But how can you expect to build a rapport with each customer when Jenny writes one blog but James writes the next?
By conforming to a writing style Google Doc template which outlines the specific voice that your brand uses and your customer subscribes to.
So that even when you outsource your blog to 10 writers, the customer still believes they are reading your words.
Companies who blog more than 16 times per month generate almost 500% more leads than companies who publish blogs four times or less.
But 16 blogs could equate to the work of a full-time writer. Not to mention editing and sharing on social media.
So unless it’s your sole focus, it’s hard to achieve the lead generation that you might be aiming for.
The simplest way to outsource?
Give your new writer a step-by-step guide to all of the things you usually include.
Imagine it to be a checklist of sorts.
When we onboard new writers, we give them a clear template for each section.
It’s how we make sure that our clients’ content strategy really goes from zero to 100.
Let’s take a look at that template…
Google Docs Blog Post Templates
If you’re new to blogging or are testing out a different strategy, it can be a bit overwhelming to decide on a single “holy grail” set structure for the rest of your blogging life.
That’s fine, your blog content should vary in length and structure anyway.
It pushes your work to stay original and evolving.
A writer who’s unenthused and bored by their own content sticks out like a sore thumb.
However, using a template is a great way to actually build up enjoyment while blog writing, which is likely to also increase long term retention.
The average top-ranking content sits between 1100 and 1300 words, but the general rule of thumb is; the longer, the better.
Here’s the typical framework, and 4 essential elements, we use for writing a 2,000 word blog.
#1: Angle and keyword analysis
Decide how you’d like to approach the topic.
Will you be unexpected and surprising, using a clickbait headline to draw the reader in?
Or will you write more of an instructional, value-driven article?
Use one of the many digital tools to analyze the keywords surrounding your topic and how difficult it might be to rank in search for them.
The keywords you choose will form the basis of your H2s and H3s (headings).
Hook the reader with a short introductory section to engage and connect.
For instance, we often use the “PAS” model:
- Pain point: Introduce the thing your target reader is struggling with
- Agitation: Agitate that pain point. Really hit it home how much it hurts (or could hurt their business)
- Solution: Introduce the solution to that pain point (the content of your article).
Each section should focus on a different point to lead you from introduction to conclusion.
Each one needs its own thesis, support, and transition to the next.
Will you refer to your introductory statements or form a different outcome?
What is the next step that you want your reader to take?
How will you encourage the reader to follow your call-to-action?
Google Docs blog template example:
Click here to get access to the nifty free Google Docs blog post template pictured below.
Remember, writing a good blog shouldn’t be easy.
It takes the average professional four hours to write an average post (and only the best get seen, so average isn’t great…).
Which is probably why 64% of B2B marketers outsource their B2B copywriting.
But, with a blog post template, it should be easier to boost productivity and get more of your content into the world.
There you have it, your very own secret recipe for writing great blogs every time, simply by using a word document.
But having reviewed about 2400 writers within the last year, we know that it doesn’t equate to good writing every time.
It’s why this experiment was set up to test out of the 5 content writing services on the market.
Even after providing a solid framework to an outsourced writer, there’s no guarantee about the quality of the content you’ll receive.
Because blog writing isn’t for everyone.
But at Codeless, it is our bread and butter.
Our content writing agency is unparalleled when it comes to creating crisp, clean copy.