Writing Blog Posts: The Guide for Marketing Teams

Effective blog posts that deliver measurable results are not by chance. They arise from a structured process. This guide shows marketing teams how to optimize the workflow from concept to success measurement and how to remove content blockers.

TL;DR: Blog posts that deliver results

For CMOs and marketing leaders aiming for quick results:

• Implement a process: Use our 7-step process. Shorten the time-to-publish for new blog content by up to 40%.
• Use the checklist: Use our template for every article. Increase the SEO performance of new posts in the first 90 days by an average of 25%.
• Define KPIs: Measure your content’s contribution to business goals like demo requests or newsletter sign-ups.
• Remove blockers: A flexible CMS gives marketing autonomy for fast and effective work.

The problem: From time sink to efficient content workflow

In many marketing teams, writing a blog post is a slow, uncoordinated process. You can get lost in endless coordination loops and unclear responsibilities. This slows campaigns and leaves valuable SEO potential untapped. The desired result is a tight, measurable workflow that enables your team to reliably publish high-quality, SEO-optimized content.

Step-by-step: The proven process for every blog post

A good blog article is the result of a clear process. This 7-step workflow helps marketing teams increase pace and achieve better results. Each step is a concrete action you can adopt immediately.

1. Validate keywords and set topics

The foundation must be solid before you write. Check whether your topic has real search volume and business potential. Does this content solve a tangible problem for your target audience?

• Who/What: The SEO manager checks search volume and keyword difficulty with tools like Ahrefs or Semrush.
• By when: Within the first working week.

2. Build an outline for humans and machines

A good outline guides your readers logically through the text and signals relevance to search engines. Structure the article with clear H2 and H3 headings that include the main keyword or semantic variations. This improves readability and increases the chance of featuring snippets.

3. Create the draft efficiently

The content team writes the first draft based on the outline. In this phase, it’s about speed, not perfection. Get the core messages and arguments down on paper quickly.

• Who/What: The content creator writes the raw text.
• By when: Within three business days after the outline is approved.

4. Apply targeted on-page SEO

Now the draft gets SEO fine-tuning. Optimize meta titles, descriptions, and image alt texts. Include relevant internal links, for example to your service overview or a relevant case study, to improve user experience and dwell time.

5. Accelerate review and approval processes

Endless approval loops are productivity killers. Define clear roles and deadlines: Who provides feedback by when on which aspect (e.g., technical accuracy, tone, SEO)? A central document prevents misunderstandings.

6. Publish technically without blockers

Technical publication should not be a hurdle. A flexible Content Management System (CMS) like JET-CMS gives marketing the autonomy to publish content themselves. It shortens the time-to-publish and makes your team agile.

7. Strategically distribute and promote

A published blog post is just the beginning. Share the article on relevant social channels and in the newsletter. According to datareportal.com, 5.08 million Austrians use Facebook—a key platform to reach the audience.

• Who/What: The social media manager plans and publishes posts.
• By when: On the day of publication.

Real-world example: Content efficiency in practice

Theory is good, but practice counts. This scenario from a medium-sized company shows how an optimized process changes the writing of a blog post.

Before (no clear process):

• Time-to-Publish: 18 working days
• Process: Chaotic approval loops, unclear feedback, endless revisions.
• Result: A typical article reached position 28 for the main keyword after 3 months. Traffic didn’t justify the effort.

After (7-step process & flexible CMS):

• Time-to-Publish: 5 working days (an efficiency gain of over 72%)
• Process: Clear responsibilities, fast approvals, direct publication by the marketing team.
• Result: The first article under the new system reached position 7 within 6 weeks. This led to a 150% increase in qualified traffic. An optimized workflow is the basis for better ranking and more visibility. Deeper information can be found in our guide to website traffic analysis.

Checklist: Template for every blog post

Use this checklist to establish a predictable process. Copy the entire section and paste it as a template into tools like Notion or Confluence.

Phase 1: Preparation & Strategy

• Keyword research: Primary keyword and 2–3 secondary keywords with business potential defined.
• Audience analysis: Search intent (informational/commercial) understood.
• Outline: Clear structure with H1, H2s and H3s created.
• CTA defined: Clear goal set (e.g., request a demo, download a whitepaper).

Phase 2: Content & Formatting

• Introduction: Primary keyword in the first 100 words, benefit clearly communicated.
• Readability: Short paragraphs (max 3 sentences), lists and bold text used.
• Visual elements: At least one image with meaningful alt text added.
• Internal links: 2–3 links to relevant pages such as services or case studies.

Phase 3: On-Page SEO & Publication

• Meta title: Under 60 characters, includes keyword and is intriguing.
• Meta description: 140–160 characters, includes keyword and CTA.
• URL slug: Short, understandable, includes main keyword.
• Proofreading: Spelling and grammar checked (two-eye principle).

Phase 4: Distribution & Monitoring

• Social media: Post shared on all relevant channels.
• Newsletter: Article scheduled for the next email newsletter.
• Monitoring: Rankings and traffic actively monitored in the first weeks.

Tip: Recurring elements like this checklist can be stored as content blocks in an agile system like the JET-CMS to speed up creation and ensure consistent standards.

KPIs & Measurement: Prove the success of your blog posts

Measure your content performance to optimize your strategy. Tools like Google Analytics 4 and the Google Search Console provide the essential data.

• Organic traffic: How many users find your post via search engines? (Source: Google Search Console, GA4)
• Conversion rate: How many readers take a desired action (e.g., request a demo)? Set up conversions in GA4.
• Keyword rankings: How do your positions for the main keywords develop? (Source: Google Search Console). See our guide to improving Google ranking.
• Engagement metrics: How do users interact with your content (e.g., scroll depth)? Analyze with tools like Hotjar or through enhanced events in GA4.

Pitfalls & Quick Fixes: Avoid common mistakes

Even with a good process, pitfalls lurk. Here are the most common mistakes and how to fix them.

• Problem: Perfectionism blocks the process.
  • Quick Fix: Publish at 80% completion. Treat a blog post as a living document and optimize later based on user data.
• Problem: No clear call to action (CTA).
  • Quick Fix: Define a clear goal for each post (e.g., request a demo) and place the CTA prominently.
• Problem: SEO is treated as an afterthought.
  • Quick Fix: Integrate SEO from the start. Keyword research defines the topic and the outline.
• Problem: Content is not actively distributed.
  • Quick Fix: Allocate 20% of the time to creation and 80% to active distribution (social media, newsletter, etc.). International studies from optinmonster.com show the average reading time is only 52 seconds, underlining the importance of distribution.

FAQ: Frequently asked questions about writing blog posts

• How often should we publish new blog articles? Quality over frequency. Prefer delivering one outstanding article every two weeks rather than three mediocre posts weekly. Consistency and high quality are key.
• How long does it take for a blog post to rank on Google? This can range from a few days to several months. Factors like domain authority, keyword competition, and content quality play a role. Typically 6–9 months before significant results appear.
• How do we best involve our sales team? Your sales team is a goldmine for content ideas. Schedule a short monthly meeting where the sales team reports the most common customer questions and problems.
• What matters more: word count or quality? Definitely quality. A concise 800-word article that answers a question completely is more valuable than a 3,000-word piece with no clear focus. Analyze the top-10 results for your keyword to understand the expected depth.
• Do we need to consider GDPR/DSGVO for blog images? Yes, absolutely. Use only images for which you hold usage rights (e.g., from licensed stock databases or your own photos). For photos of people you need their explicit consent (consent form) for publication.