Chapter Two: How to Write a Blog for a Complementary Therapy Business

Chapter Two

Types of Blog Articles and Posting Schedule

 Primary Blog Articles or MVC’s

There are several different types of blog articles, which have different purposes. For the sake of this eBook, I will only focus on two that I think are most relevant.

Of these two types of blog articles – one is a primary article. Otherwise known as ‘Massive Value Content’ (MVC) posts. This will be a killer content article – the kind of article where you give away very useful information for free. For example, you may write a very comprehensive post on how to reduce back pain, with explanations of what causes it, exercises, diagrams, or your own experience of treating it.

These articles can be your main pieces of work and if they directly relate to your business, should be considered as cornerstone content. This means you will want to pack them with key words as well as a call to action. (I’ll discuss these two later). This kind of article should be long – approximately 2000 to 3000 words long. You could even go up to 6000 words. It’s a lot of work but you don’t need to produce too many of these articles.

Filler Blog Articles

The other type of blog article are known as ‘filler’ articles. These can make up the main bulk of your blog and may contain useful information on specific problems, or your experiences. The optimal length for these types of articles should be around 750 – 1100 words long. In comparison to primary blog articles, these kind of articles can be written in an hour or two.

If you get carried away on an idea and it starts to creep into the 2000 to 3000 word range, you have a few options. You can either keep it long. There’s nothing wrong with long articles. Google likes it. Or you could break it down into two different articles. Or you could make it a MVC article.

And if you really get carried away with an article, moving into the 6,000-10,000 word range, and it is on a topic that you feel may be useful for people to learn about, well you can always consider turning it into a short eBook or a free PDF to encourage people to sign up to your mailing lists. However, these last two points, I won’t discuss in this eBook.

Publishing schedule

Retro reporter working late and smoking
The deadline is tomorrow…! Where’s the Scotch?

Steady & Consistent: Going to the Gym

If you really want to take your blog seriously, you need to publish regularly. Think of it like exercise. Going once a week is fine for a minimal level of maintenance. On the other hand going too often to the gym – like 7 days a week is far harder and can lead to burn out or a complete loss of motivation.

The best frequency is to go 2 to 3 time a week and a minimum of at least once a week. You will start to see optimal results by going to the gym at least 2 or 3 times a week, every week.

Steady & Consistent: Blogging

So it is the same with blogging. You want to produce an article at least once or twice a week. Set a certain day of the week when you release it. Some bloggers choose Sunday. It may be that you write the article on Wednesday, but for the sake of consistency, aim to release it on the same day each week.

You don’t want to leave it too long between posting articles. Google prefers fresh content. It also likes websites with lots of original content. Though it may take time to build up a site if you are publishing once a week, it doesn’t matter. Like I said before, it is a marathon, not a sprint.

Build up some posts in reserve

If you do feel motivated to write lots of articles, especially at the beginning, then do so, and then sit on them. Edit them and get them ready, but don’t publish them yet. You can save some of them for the future, for when you are busy and have no time, or perhaps, when you don’t have the motivation to work on your blog. This way, you can continue to publish consistently even when you don’t feel motivated to write.

In the beginning, I would recommend that you start off with the minimal amount of work in a blog. Publish a series of  short articles – 750 -1100 words long. Publish on any area you like and release them. It is more about getting into the swing of it and getting your toes wet. As you get used to the process, you can start to consider working on the bigger articles.

A lot of people don’t realise that writing is actually really hard work. It requires a lot of focus to design, structure edit and proofread an article or any piece of work, even a blog article.

It also takes some bravery to actually put it out there live on the internet, for people to read, scrutinise, criticise, compliment or simply ignore. And then to do it again the following week, takes a special type of mind.


Writing consistently on a  specific topic is beneficial especially if it is on a topic of interest to people. It means that a reader knows what to expect from you and will return if they want to learn more from you on that subject. This fits in with the idea of finding your own niche.

If you tend to write on lots of different things, you may be able to grab a wider audience in the long term, but in the short term, it will take longer to build up an audience, which means your traffic will be low for longer.

Bullet Points

So to recap:

  • There are two types of blog post – primary posts (Massive Value Content) and filler posts.
  • You need a few primary posts (MVC’s). The majority of your posts can be filler.
  • Aim to write blog posts between 750 – 1100 words long
  • A few of your primary posts (MVC’s) can range from 750 to 3000 words or longer.
  • Write consistently – a minimum of 1-2 articles a week, every week.
  • Specialise – Try to keep to a narrow topic or niche.


Next Chapter (Coming Soon)


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