How to write a “What is it” post on your blog

How to write a “What is it” post on your blog

How often do you find yourself typing “What is marketing” or any other concept into Google? Every week? Once a day?

Many times your readers just need a quick answer to a question. That’s what “What is [term]” posts on your blog are for. This is the opportunity for you to answer that question and provide more details on the topic for those who are looking for quality information, and, of course, for your post to rank better in the search engines.

These posts are ideal for Google to select a snippet or featured snippet in the search results box. Let’s say it’s a snippet of your text that answers the user’s question in a few words. You can see an example below.

“What is it” posts can also take other forms: “when is it”, “who is it” or “why is it”. You can follow the general guidelines for this group of publications in any of its variants.

Those of the first type are best for publications such as these:

Defining a term and/or concept, e.g., “What is inbound marketing?”.
Mathematical explanations and equations, e.g., “What is CAC?”.

Outline: [Title of blog post]

Keyword: [Enter the keyword].
Keyword MBV: [Enter the monthly search volume of the keyword] Author: [Enter the name of the blog post] Outline: [Enter the name of the blog post]
Author: [Enter the name of the author]
Date of submission: [Enter the date of submission]
Publication date: [Enter the desired publication date] Buyer person: [Enter the keyword’s monthly search volume]
Buyer persona: [Enter the target reader and/or buyer persona]

[Blog post title]

Make sure the title starts with “What is…” and is less than 60 characters.


Start the post with a brief introduction of between 100 to 200 words. Don’t forget to highlight the following:

The reason you are speaking.
To whom, what industry or sector it applies to.
What topics you are going to cover, for example: “In this post we will explain why (term) is important, tell you how to (term) and provide 8 tips if you are new to (term)”.

What is [Term]?

Answer the question posed by the title of this post directly below the heading. This will increase your chances of ranking in Google and provide readers with an immediate answer. Keep the length of this definition, at least in this introduction, between 50 and 60 words.

After the definition, go deeper into the concept and add more context if you feel it is necessary.

Why is [Term] important?

Give your readers some reasons why they should care about the term or concept you are writing about. If it’s a consumer-level concept, talk about the implications this could have on their business, finances, happiness, personally, etc. If you are writing to an audience of professionals, mention the impact it has on their profits, efficiency and/or customer satisfaction. To make the most of this section, make sure there is at least one statistic, quote or external reference.

Include at least one of the following three sections

How to calculate Term

This section applies only to publications on mathematics and equations. Provide a step-by-step explanation and an example of how to calculate the rate, point, or metric for which you provided a definition.

X actual examples of Term

If you think it will benefit your readers, list some examples of the concept you are explaining. You can enhance this section by inserting images, videos and/or social media posts.

Remember that this is not a list post, so include only three to five examples if you decide to use this section.

X suggestions and reminders for Term

If you are addressing a complex concept or task, some readers may feel overwhelmed or unsure. Discuss some suggestions on how to better explain the concept and/or a few reminders about it. Again, a reminder that this is not a list post, so include three to five tips.


Finish your new blog post with a great ending. Develop the conclusion you want your readers to stay with and add other resources from your website for them to refer to if necessary.

Call to Action (CTA)

Last but not least, place a call to action at the end of the post. This should be lead-generating content or a landing page focused on a demo or consultation.

Pre-publication checklist

  • Did you provide clear and practical steps to accomplish the task your reader needed help with?
  • Did you provide relevant and accurate data and statistics to demonstrate your understanding of the concept?
  • Did you emphasize the importance of understanding this concept?
  • Did you cite and link to your sources correctly?
  • Did you check and correct your spelling?
  • Are there at least one or two images?
  • Is the paper a minimum of 800 to 1,000 words?
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