The blog writing process isn’t glamorous. It doesn’t involve a scented candle or curated playlist. It starts with a deadline, a Google Doc, and a coffee that goes cold too fast.
At Sprint Digital, we write blogs for our own website and for a range of clients across hospitality, hotels and professional services. When we begin a new one, there’s a system in place. If you’re reading this, you’re likely curious or planning your own blog content. Here’s how we approach it, from start to finish.
Step 1: The Brief (And Asking the Right Questions)
Every blog starts with a brief. Sometimes it’s detailed. Sometimes it’s a theme, a title, or just a general idea. If the brief lacks clarity, we dig deeper and ask:
- Who is the blog for?
- What problem does it solve?
- What’s the focus keyword?
- What does the client want to rank for?
Without clear answers, the writing won’t land. Strong content begins with strong direction.
Step 2: SEO Planning Without Buzzwords
SEO is less about chasing algorithms and more about getting the structure right:
- One clear focus keyword.
- Meta title and description that do their job.
- Logical headings and subheadings.
- Bullet points and short paragraphs.
- Internal links to key pages.
We use tools to check search demand. But the tone and message always come from us, not the tools. It has to sound human.
Step 3: Write for People First, Google Second
This stage is all about getting words on the page. We aim for clarity, not perfection in the first draft:
- Start with a direct intro using the focus keyword.
- Break content into logical, easy-to-read sections – some readers will skim the headings only.
- Use natural language and clear phrasing.
- Avoid filler or empty phrases.
We write in clear and concise English, skip the jargon, and speak directly to the reader. No waffle.
Step 4: Edit Without Attachment
After the draft is done, we take a step back. A few hours away, and fresh eyes, helps spot what needs work.
When we come back, we:
- Read it out loud.
- Check the keyword placement feels natural.
- Cut repetition or bloated lines.
- Confirm the call to action is clear and useful.
We also fact-check carefully. If we’re naming locations, dates, or offers, we make sure it’s all accurate.
Step 5: Approvals, Upload, and Publish
Most blogs go through a review process. Some get quick approval. Others come back with edits. That’s part of the work.
Once approved, we:
- Upload to the CMS.
- Format for desktop and mobile.
- Add metadata and internal links.
- Double check spacing and image formatting.
No blog is done until it’s live and looks the part. That includes:
- A relevant image.
- Optimised alt text.
- Links opening in new tabs.
- A clear CTA e.g. ‘Book Now’, ‘Read More’, ‘Contact Us’.
What We’ve Learned from Strong and Weak Performers
Some blogs perform well. Others don’t. Over time, we’ve spotted a few patterns.
The high performers:
- Stick to a specific topic.
- Address a real question or need.
- Sound like a person talking, not a brand shouting.
- Provide actual value.
The low performers:
- Ramble or try to cover too much.
- Use bland or outdated wording.
- Skip the basics of structure and optimisation.
- Forget who they’re speaking to.
The blogs that work start with clarity. A good brief, a strong keyword, and a focus on the reader.
Need Help with your Blog Writing Process?
Writing blogs takes time, input, and structure. It’s not about reinventing the wheel every time. It’s about building a clear, useful resource that earns attention and builds trust.
If your blog content isn’t hitting the mark, let’s fix that. Talk to us about shaping a blog strategy that’s grounded in your brand, focused on your audience, and built to deliver results.
Interested to Learn More?
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