The Making Of a Blog: From Brief To Publish

Blogs For SEO Sprint Digital

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?

We think you might like our other recent blogs:

Why Blogging is a Must for Your Business.

Writing Content with Keywords in Mind.

Content Creation, Writing and Goals – The Basics.

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