How To Build The Perfect Blog Post Blueprint

by Gerry Moran

Writing the perfect blog post is like building a house. With a mix of strong materials and a good blueprint to guide, you can create the rich space to host a growing collection of returning visitors. Your blog similarly needs to have great content in a great format to be successful.

Hubspot reports that 57% of B2B companies have secured a lead through blogging. They also report that B2B companies that blog only 1-2 times monthly generate 70% more leads than those that don’t blog at all. With that type of success it’s important for you to understand how to write a blog post that’s built to be found, enjoyed and set to generate leads! I want to explain to you how to format your blog posts to drive the greatest reach and engagement to help convert reader interest into whatever your goal!

Working with hundreds of SAP and others, most during my SAP Social Media Office Hours (an SAP best-practice Center of Excellence program) I’ve helped create best-practice blog posts. This coaching has increased the importance and power of blogs in the B2B promotional mix to reach our business goals.

Three Key Components To Build The Perfect Blog Post

To create a high-performing blog post you need to do three things:

  • Great Blog Content. A well-structured blog post without great content will not get read or make a reader return.
  • Great Blog Structure. A well-written blog post that is not well-structured with never be found! 
  • Passionate Blogger. A passionate blogger to take the time to combine the first two components!

Blueprint To Build The Perfect Blog Post

I have coached and shared with many coworkers and companies these blogging instructions to help amplify their message to reach more readers.

Do you have a blogging tip that you can share with our fellow blogger readers? If so, please comment below! You can also contact me directly on or tweet me @GerryMoran.

Other Posts To Help You Write The Perfect Blog Post

Blogher’s 2012 Women and Social Media reports that 81% of consumers  trust information and content from blogs. use blogs, so blogging effectively is critical to reach your prospects and customers. So, Pick up a pen, turn on your computer or turn on your recorder and begin to create your killer content. Once you do, use this blueprint to structure it so it can be found, used and enjoyed by thousands! This infographic’s design was indirectly inspired by a 2011 blueprint-like design created by Business2Community.

PS. Do you need help with a blogging strategy to help you show your thought leadership or to help increase the awareness of your business? I have a 3-part, virtual coaching session that I’d love to tell you about! 



Gerry Moran is a social media and content marketing strategist who's worked for large global brands and digital agencies. He's spent significant time in hands-on marketing leadership roles with HBO, IKEA, Ralston Purina, Kodak, and numerous digital agencies. He spent his last ten years working at SAP and Cognizant, where he built their content marketing operating models, developed social media training programs, and helped thousands with their LinkedIn makeovers and personal branding strategies.


  1. I really like the blueprint, complete with coaching tips. Well thought out.

  2. Great article Gerry,..I had to link to this on my blog as I think it will be very useful to my readers. Thanks!

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