1.
How to Write an
Awesome Blog Post

2.
Most of you don’t write because
You don’t know what to write about.
You want to publish something
awesome, and that is hard.
You don’t have time.

3.
Most of you don’t write because
You don’t know what to write about.
You want to publish something
awesome, and that is hard.
You don’t have time.

4.
Today, you’ll learn how to
eliminate these roadblocks and
write an awesome blog.

5.
What to write about

6.
finish a project.
Write when you

7.
Write when you
look for a good resource
and find NOTHING helpful.

8.
learn something new.
Write when you

9.
develop a strong opinion.
Write when you

10.
create order out of chaos.
Write when you

11.
have an idea that fascinates you.
Write when you

12.
keep asking you to help with
something.
Write when people

13.
Now that you have your idea,

14.
how to make it awesome.

15.
1. Audience
2. Structure
3. Style
4. Process

16.
1. Audience

17.
Before you start writing,
pick your audience.

18.
How much do they already know
about this topic?
What do they care about?
Why is this topic interesting to them?
ANSWER

19.
Beginners understand different
vocabulary and require different
levels of explanation than experts.
FOR EXAMPLE

20.
Know who you’re writing
for from the start.
This will help you decide
word choice, how deeply
to explain topics,
and how you frame them.

21.
2. Structure

22.
I.
INTRO
pique
interest
III.
CONCLUSION
broaden
argument
II.
BODY
defend
thesis
Each section has a job.

23.
Pique interest in the topic.
Quickly share what the reader
should expect from the post.
State your thesis, or your main
argument, in one sentence.
INTROI.

24.
Make sure every part ties back to the
thesis.
Choose a logical order for arguments
(chronological, strength 2-1-3).
Support arguments with other
research, linking to similar articles.
BODYII.

25.
Don’t just summarize; offer a new
idea.
Discuss nuance and caveats.
Broaden the argument, and leave
the reader with something to think
about.
CONCLUSIONIII.

26.
Keep in mind, great blog posts are
OPINIONATED
HELPFUL
SPECIFIC

27.
Share a view of the world
and defend it.
OPINIONATED

28.
Show exactly how to do
something you’ve seen work.
SPECIFIC

29.
Make sure readers can apply
your ideas to their own situation.
HELPFUL

30.
3. Style

31.
Style Tips
I.
PARAGRAPHS
Vary length
from 1 to 4
sentences.
III.
WORDS
Don’t get fancy.
You’ll sound
like an asshat.
II.
SENTENCES
Keep them
short, with 1
idea each.

32.
Remember, reading on the web is
different from reading print.
Think like a designer.
Does the shape make you want to
read it or scare you away?
PARAGRAPHSI.

33.
is easier to read than

34.
SENTENCESII.
Because Mary had three little lambs,
she had to build an irrigation system
to make sure her grass was watered
and green to feed them, which was
super expensive due to the drought.

35.
SENTENCESII.
Too Many Ideas in One Sentence!
Because Mary had three little lambs,
she had to build an irrigation system
to make sure her grass was watered
and green to feed them, which was
super expensive due to the drought.

36.
Mary had three little lambs, but she had
trouble feeding them.
The drought had dried up her farm, leaving
no green grass for the lambs to nosh on.
Mary looked into buying an irrigation
system, but they were expensive due to the
high demand in dry conditions.
One Idea Per Sentence.

37.
Don’t get too stuffy.
Write how you’d explain it to a
friend.
Read it out loud.
WORDS3

38.
Calvin FO.
FTW!

39.
4. Process

40.
Process Tips
I.
IDEATING
Start with a
conversation,
an email, or an
outline.
III.
EDITING
Edit first for
structure, then
for grammar
and style.
II.
DRAFTING
Write a
horrible first
draft as quickly
as possible.

41.
Don’t make writing a big deal. You’ll
psyche yourself out!
At the start, it’s just an idea of an
idea. No pressure!
IDEATINGI.

42.
Here are some helpful
techniques for overcoming
writer’s inertia.

43.
Start with an
EMAIL.

44.
Start with a
CONVERSATION.

45.
Start with a
PROTOTYPE.
Thanks to Kevin Wofsy from Keen.io for this idea.

46.
Next, write an outline.
Don’t think of your outline as
an outline. Just quickly jot
down a list of points you want
to make in the article.

47.
Block off 3 hours.
DRAFTINGII.

48.
Crank out the shittiest first
draft ever. Just get your
thoughts on the page.
Keep your outline at the top,
and don’t try to edit while
you write.

49.
Work on the title last.
Don’t pick one. List a bunch of
options.

50.
Let it sit for a day.

51.
Block off 1 hour.
Edit for structure: order of
arguments, what should be
there or not.
EDITINGIII.

52.
Send to someone for
20% feedback.
We got this idea from 42Floors. Ask for the right level of feedback for the
place you’re at in a project. 20 percent feedback should focus on structure of
ideas and merits of arguments. 80 percent feedback is for style and polish.

53.
Block off 1-2 hours.
Refine your ideas.

54.
Send to someone for
80% feedback.

55.
Block off 1-2 hours.
Refine your ideas.

56.
Check that it’s
OPINIONATED
HELPFUL
SPECIFIC

57.
PUBLISH!!!!

58.
See, that wasn’t that hard.
You can do it!

59.
Let’s get started.
BRAINSTORM TIME!

60.
Think of 1-3 ideas you might
want to write about.

61.
finished a project?
learned something new?
created order out of chaos?
looked for a resource but couldn’t find a good one?
been asked the same question?
developed a strong opinion?
been fascinated by something?
Have you

62.
Break into pairs, and discuss your
ideas with a friend.
Pick one.

63.
Quickly write down the points
you want to make in your article.

64.
GO TO YOUR CALENDAR
RIGHT NOW.
BLOCK OFF THREE HOURS
FOR THE FIRST DRAFT.

65.
And there you have it folks,
you’re on your way to writing
an awesome blog post!

66.
I created this deck to inspire and motivate our team to
share what they learn through writing.
I hope you find it helpful, too!
If you have any ideas, tips, or suggestions to add,
hit me up at @dianahsmith or diana@segment.com.
I’d love to hear them!
Hello there!