Blogging Strategies: Quality Content

*Disclaimer: All of my thoughts and advice are merely things I have personally learned from blogging and strategies that I’ve used to get to this point.

Food Blogging Strategies - Tips and Tricks on

(White Chocolate Cranberry Pistachio Cookies)

How do I begin to write my posts?

I ask myself a few questions to get the fingers going. What are my selling points on this recipe? How can I describe this to someone who has never tasted it? If I can’t lure you in with a striking description, chances are you won’t stay committed to reading. While photography plays a huge role, I know my readers wouldn’t be here if I didn’t have anything to say.

A post should be like having an engaging conversation with someone. I want my readers to feel involved, so I try to make the posts inviting and enjoyable. Here’s how I do it.

Screen Shot 2015-01-23 at 3.15.42 PM

1. Get To The Point, Sally!

When I launched Sally’s Baking Addiction in 2011, I merely posted 1 small picture of the recipe with 1 or 2 sentences why it was so “yummy.”  Talk about boring. As I got more comfortable, I began typing long drawn out posts – posts that make me yawn when I go back and read them.

Let’s try to find a happy medium here.

I like to talk about food in my posts. I write a food blog after all. That is just my writing style; I know many other successful bloggers who go into personal stories and then touch on the recipe briefly at the bottom of the post. For me, that just did not work! I try to leave out paragraphs and paragraphs about my busy day in the office or my purse collection. That is why I began my Bites of Real Life posts – so I can share random pictures and tidbits in my real life every now and then, leaving my recipe posts solely about the recipe. I know the majority of my readers are here for the food, so each post is centered around… the food.

Donuts & Banana Oatmeal Bars

2. I get writer’s block.

The internet is full of beautiful blogs with beautiful writing and beautiful photographs. I have to be honest, sometimes I have NO idea what to say in order to catch my readers’ attention. Sometimes the writing is effortless and the ideas pour out of my head and my fingers get sore from typing so much so quickly. Other days… not so much.

If I’m having trouble coming up with a new recipe or a new blog post idea, I think of some things that I know and others may not. For example, do you know how to boil a perfect soft-boiled egg every time? I certainly don’t. Do you know how to make a killer homemade tomato sauce? Share your secrets. Just think of all the things you know how to do and share it!

Or what about going back into your archives and remaking a recipe – but better? I know there may be a few recipes in your archives that may not be as perfect as you’d like. Why not try them again and make some changes? Make them stellar and post them again! Explain to your readers the changes you made and why.

I explained why removing the extra egg yolk and chocolate chips in these cookies was so important the second time around. I got a lot of thankful feedback from curious bakers.

Cake Batter Cookies

3. My Favorite Two Words to Use in Each Post.

Something I picked up earlier this year after reading this enlightening article. A very thought-provoking idea when it comes to blog writing that I began to implement in my posts.

“You are going to love this cookie recipe because it is easy and quick – saving you time for holiday shopping and wrapping presents.”

Both effective words appear in the sentence above. You and because.

Now, what if I simply said “I love this cookie recipe.” Not engaging or convincing at all, right?  I’m marketing my recipes to my readers, so I try to focus on their wants and needs.

“When it comes to writing engaging content, ‘you’ is the most powerful word in the English language, because people are ultimately interested in fulfilling their own needs. It may sound harsh, but the fact is your readers won’t start to actually care about you at all until you’ve repeatedly offered them exceptional value with your blog.”  – Brian Clark

As I sit down and type, I constantly ask myself “why” after each sentence. As the author, it is my job to specifically describe the processes, the ingredients, and the methods as precisely as possible. Why did I brown the butter? Why did I used frozen raspberries instead of fresh?  Why did I use such a high oven temperature?  Why are these cookies so soft?

“Start with a very high oven temperature for the muffins and lower it down after 5 minutes. You are doing this because the initial hot oven temperature will lift the muffin up quickly, creating a tall muffin domed top.”

Put your reader in the situation – make them imagine they are cooking the recipe and explain WHY they are doing what they are doing.  We are all inquisitive souls.


4. My Least Two Favorite Words to Use in Each Post.

This sentence has appeared on my website before: “These cookies are so yummy!”

First of all, what does “yummy” actually tell you? It’s like the word “delicious” — neither of these will describe my recipe to a reader. Is the cookie soft? Is it chewy? Are the rolls doughy? Are they spiced with cinnamon flavor? I try to be very descriptive so my readers know exactly what to expect.

I am guilty of using both words in the past, but try hard to give my readers a little more detail about the texture of their muffins or the taste of their bundt cake.

5. Take a Break.

One of the best thing you can do for post-writing is to… ignore your post writing. What? Yes.

When I have trouble coming up with exactly what to say, I walk away. I go for a run, do a little yoga, make a snack, or drink some tea. When I come back to my desk, my mind is just a little more clear. Nothing new or revolutionary here, but taking a break to unwind as I write a post really works wonders. I’d rather have a post that I wrote over the course of a few days than to post something crappy and rushed.

6. Know how to write a recipe.

My website is about recipes. Writing recipes in a clear, professional format is important to me. I refer to this very useful post when I’m hung up on writing a recipe in the correct format.

A few key things I’ve picked up the past year:

  • Write the ingredients in the order of which they are used in the recipe
  • Specify the size of egg (large? medium) – this makes a difference
  • Use “and” to break up fractional measurements.  1 1/2 cups may be hard to understand for the average reader. It may be easier for you to type 1 and 1/2 cups.
  • BAKING PAN SIZE. I cannot stress this enough. If you do not specify the baking pan size for your readers, they could end up with very soggy, undercooked, overflowing brownies or very dry, burnt ones. I know I’ve baked items in the wrong baking pan before and it’s frustrating to waste so many ingredients.
  • Include serving sizes.
  • Include how to store an item and how long to store an item. I received a lot of inquiries about how long my cookies stay fresh until I began to include this at the bottom of each recipe. Now I am working on going back and including it for each one. Your readers like to know this! (ie: Store cupcakes in an airtight container at room temperature for up to 7 days.)

7. The Importance of Being Original.

As I got my feet wet in the blogosphere, I quickly learned the importance of being original. It is perhaps the best lesson that I ever learned.  I’m a blog reader myself and I am drawn to unique, new, and fresh recipes or content. As a blog writer, I try to provide the same for my own readers. Blogging what everyone else has already blogged, in the exact same way, may guarantee you’ll be ignored.

8. Be Clear About Your Copyright Policy.

Sooner or later almost every food blogger finds his/her work being published somewhere else without  permission. This is so frustrating. All of your hard work, your personal photography… stolen. It happens to me all of the time. Something I’ve recently began implementing in my posts and all over my website is that my material is under copyright. A clear copyright policy is crucial unless you want your content stolen right before your eyes.  I don’t know about you, but I don’t want authorities knocking at my door for stealing material under copyright.  That’s not funny business.

My entire website is protected under DMCA Protection & Takedown Services. I also watermark my photos with my website’s name.  I was hesitant with this at first because I do not like writing to take away from the photo, but a small faded watermark in the bottom corner doesn’t make much of a difference. I’m able to add watermark to my photos with Lightroom, my photo editing software.

I recommend having a clear statement as to whether you are OK with your photos and recipes being used on other sites. Beneath each recipe, you’ll find my copyright language. This is so internet users will know that (1) you must ask permission to use my photos and (2) the content may not be republished word-for-word. I note the source of the recipe (if it is not my own development) and I also include:

© SALLY’S BAKING ADDICTION. All images & content are copyright protected. Please do not use my images without prior permission. If you want to republish this recipe, please re-write the recipe in your own words, or link back to this post for the recipe.

Dark Chocolate Key Lime Pie Truffles-4

9. Quality over Quantity.

I do not outsource any of my tasks because personally, it’s bad for my workflow. I develop, bake, test, style, photograph, edit, write, advertise, approve/respond to comments, emails, tweets, and facebook all on my own. And many of you do the same! I do not want anyone’s voice to represent my own, so I personally do what I can.

It is difficult to keep up at times, so I do not always focus on quantity, but more quality. I do not post on my blog everyday, but boy I wish I could! Find out the schedule that works best for you and concentrate on producing high quality posts rather than a ton of “average” posts.  Think of your blog’s space and content as real estate – every corner of it and word in it is important!

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Closing Thoughts

Blogging isn’t always easy. In fact, it can be quite overwhelming at times. It’s not rocket science, but it does take time, drive, and effort. My blog’s content isn’t about complaints and whining, it’s about cookies and frosting and peanut butter. I have disaster recipes and cookies that bake flat. I’m a regular girl, learning, baking, and blogging my way through recipes.

Start small and let yourself learn. 1 year ago, I had NO idea how to write a successful blog post. I cringe looking back at old photos and old writing. What was I thinking? It’s a growing experience and it’s important to have fun along the way.

Be sure to check out my other blogging pages.



  1. Juliet Dale on July 2, 2014 at 10:37 pm

    Hi Sally! I absolutely love your blog, and you’re a huge inspiration to me. You are actually one of the food bloggers that inspired me to start my own blog, Anyway, I was wondering what you use or how you make the cute boxes that contain your recipes that allow readers to print them or save them without printing the whole page. I’m figuring out the whole blogging world as I go along, just like you! Thanks for everything!

    • Sally on July 3, 2014 at 12:23 pm

      Hi Juliet! My designer, Purr Design, created a unique recipe box for my recipes. It’s coded into the site – sorry I’m not much help. Congrats on your new blog!

  2. Jessica Kelley on July 28, 2014 at 9:55 pm

    Sally, thank you for sharing all these strategies! I’m just starting out with my healthy eating blog and all the advice has been beyond helpful getting me started, or rather have an idea of the steps I need to take to get there! Thanks so much!

  3. Melissa Martheze on August 27, 2014 at 8:42 am

    Hi Sally,

    I am all the way from South Africa and I totally love your blog. Thanks so much for this series. I’ve been struggling with this bit so it is really helpful. 🙂

    Thank you 😀

  4. Marina on October 8, 2014 at 10:46 pm

    Thank you so much for sharing your experiences. These tips I will for sure think about when I write my posts.

  5. chantea hill on October 15, 2014 at 8:22 pm

    hello. thanks for the info!! Starting my own food blog. Write now making my content so that when I launch I will a few tried and tested recipes and food props. Am I doing to much or is this normal to test out the recipes before pushing them out to readers?? I have tested some recipes 3 times to make sure its something that I am 100% comfortable with putting out to readers…. Is this normal as a food blogger to test your recipes more than once to get them just right??? Thanks for your time!

    • Sally on October 17, 2014 at 6:48 pm

      It’s absolutely normal! I test my recipes at least 2-3 times before sharing.

  6. Ilaria's Perfect Recipes on November 4, 2014 at 6:17 am

    Hi Sally, I’m learning a lot from you so thank you so much for all the details you put in here!!!

    I just want to ask you why did you remove the DMCA badge? Is there a reason? You no longer use that service? I’m just asking before using it too.

    Thanks and have a good day!

    • Sally on November 4, 2014 at 7:29 am

      I still use it— I just do not find it necessary to place a badge on my site.

  7. Andrea @ Chocolate & Sea Salt on February 3, 2015 at 9:28 pm

    Thanks so much for such an informative post! I’m very new to the food blog world, and everything seems like SUCH a whirlwind! It’s awesome to see how helpful everyone wants to be. So thank you for sharing!

  8. Daniella @ Chicky Treats on March 25, 2015 at 10:59 am

    Thank you so much for sharing your wonderful insight! I am revamping my site and image and I know the struggle! All of your tips are so helpful since I too find myself wondering how to find balance for each post! Thank you again!

  9. Kathryn Whitehill on April 10, 2015 at 8:14 am

    Hi Sally,
    Thank you so much for this post. I’ve just re-drafted a post I’m about to publish using your suggestions and can’t believe how much more engaging the content is even for me! Thanks again. Love your recipes by the way.

  10. Jaclyn Jackson @ Coffee And... on June 12, 2015 at 4:06 pm

    Your tips are so helpful and realistic and make so much sense. In the past month or so I’ve really been researching and focusing on how to improve my own blog; there is so much information out there to learn. It’s exciting, but a lot to take in at the same time. I enjoy reading and applying information like this. Thank you! 

  11. Cady | Wild Heart of Life on August 19, 2015 at 10:02 am

    Sally, your blog was the first blog I started following religiously when I got serious about baking, and it let me into the blogosphere and into the world of baking confidently. You have such a knack for connecting with readers. 🙂

    A few years later, I have my own blog and continue to be passionate about baking. Thank you, Sally!

  12. Cherie @ FoodRecipesEasy on November 16, 2015 at 6:59 am

    Consistency is an important strategy in the blogging. I admit, we seldom miss it. 

  13. Grace on December 15, 2015 at 7:52 pm

    Hi Sally,
    I’m a 14-year-old girl looking into starting a blog. Reading this post and the others in the series have been so inspirational and helpful because I honestly had no idea where to start. Thanks for the wonderful recipes/photos and advice! 

  14. Shravani on February 4, 2016 at 2:02 pm

    Hi Sally,

    Iam really addicted the way you write and bake. Its my midnight 12:24 PM and iam still ON reading your pages, at the end of night iam  inspired.

    Happy Baking ☺

    • Sally on February 5, 2016 at 8:23 am

      Thank you!

  15. María on June 28, 2016 at 9:00 am

    Hi Sally! I´ve discovered recently your blog and I don´t know how can I live without it!
    I love the way you write about baking and blogging, you make it so funny! Thank you so much! Now I´m addicted to your baking addiction! ;D

  16. Amanda on August 2, 2016 at 9:33 am


    Your blog is amazing. Your posts are always great, and I really enjoy your site. I started my blog last month, and I have read all your blog tips and info, including this page that I have found to be very helpful. Thanks for all you do.

    • Sally on August 3, 2016 at 11:50 am

      Thank you so much Amanda! Congrats on your new blog.

  17. Danielle on August 29, 2016 at 5:05 pm

    Hey thank you for writing this post, this is just what i needed to calm my nerves when thinking about starting my own blog!

  18. Dedra on September 14, 2016 at 6:58 pm

    Hi Sally I really want to start my own blog this year but I dont have a computer. What laptop do you use and think is best for me to start my blog?

  19. Efeose on January 24, 2017 at 7:23 am

    Hi Sally. Thank you for all the great tips. I’ve definitely learned a lot. I’m new to blogging, and I believe that these tips are going to help me a lot in my blogging adventure.

  20. DNN on June 26, 2017 at 6:31 pm


    To be honest, I think every blogger, including I, get writer’s block. It’s ok. Truth is, it should inspire you to write better and stay on the path. Love your food blog.Keep doing what you’re doing because you just don’t know how many people you’re inspiring! (smile) 🙂

  21. Hanne on September 30, 2017 at 2:51 pm

    Hello Sally,
    I am playing hooky from my blog today and have been immersing myself in your blogging advice posts. I can’t tree enough how much I appreciate your open advice on so many aspects of blogging. Thank poi

  22. Cindy Peinado on July 10, 2018 at 10:41 am

    Hi. I have been wanting to start a baking blog for awhile now but am a little nervous. I am not a professional baker….just a mom who likes to bake. You have inspired me to move ahead and pursue the blogging world. My question is…Do you make every recipe right before you blog about it? I am trying to figure out how often I would have to bake.

    • Sally on July 10, 2018 at 11:33 am

      Hi Cindy! How exciting! I have “baking days” once or twice a week. I test a recipe a few times before I publish it. 🙂

  23. Éva on August 2, 2018 at 5:32 am

    Hello Sally!

    Fan of you blog for four years, you have been my inspiration for many recipes, and now you are my inspiration to write my own blog.

    I had translated (for myself because I am originally a translator -remember me? 😉 ) your articles about blogging, to maybe use them, one day.

    Blogging is clearly not easy, as you said, and I am grateful to you because even after 6 years (for your posts) they are still really useful, and I have come to read them another time (untranslated!) to give me strength.

    Thank you for sharing Sally!

  24. Evelyn on August 21, 2018 at 10:10 am

    Hi Sally,

    I am new to food blogging (Just two month) and reading this post has opened a new window of knowledge for me. I love creating the recipes and taking the pictures, but when it comes to the writing part I wasn’t clear on how to communicate with my readers. This post clarity things for me and now I have a new approach to my writing 🙂 Thanks!

    • Sally on August 21, 2018 at 12:34 pm

      I’m so happy that you found this helpful, Evelyn! Best of luck in your new venture!



  1. Cindy Peinado on July 10, 2018 at 10:41 am

    Hi. I have been wanting to start a baking blog for awhile now but am a little nervous. I am not a professional baker….just a mom who likes to bake. You have inspired me to move ahead and pursue the blogging world. My question is…Do you make every recipe right before you blog about it? I am trying to figure out how often I would have to bake.

    • Sally on July 10, 2018 at 11:33 am

      Hi Cindy! How exciting! I have “baking days” once or twice a week. I test a recipe a few times before I publish it. 🙂

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