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Writing SEO-optimized and high-quality articles for your blog

his post is intended to assist you and your team in improving the quality and success of your content writing.
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Writing SEO-optimized and high-quality articles for your blog (Photo by Ketut Subiyanto from Pexels)

It's not easy to write content.

Consider the following figures. Despite the fact that written content is the most commonly used content form by 98 per cent of marketing teams, one in three marketers admits that their content writing is only "somewhat" or "not so" effective.

To put it another way, there's a lot of content out there that isn't performing as well as it could.

This post is intended to assist you and your team in improving the quality and success of your content writing.

Fortunately, with a little research and practice, anyone can improve their article writing skills. To help you develop, here are the 10 elements of outstanding article writing.

Create a Captivating Headline (Photo by Markus Winkler from Pexels)

1. Create a Captivating Headline

Let's say you get 100 visitors to your blog. Only 20 of them will read the rest of your material, despite the fact that 80 of them will read the headline.

To put it another way, your headlines have a lot of work to do.

Strong headlines contain particular information and a little description to entice readers, but they don't tell the entire narrative.

Thanks to a BuzzSumo analysis of 100 million Facebook and Twitter headlines, we can see how this works in practice. It discovered that the sweet spot for headline length is 65 characters (about 11 words).

Of course, the length of your headline isn't the only consideration. The words themselves are crucial.

Instructional terms such as "you should know" and "why you should" are the most likely to be posted on Facebook.

People want to read material that teaches them something, whether it's how to better content writing or a list of Major League Baseball's hottest draft prospects.

2. Use an intriguing intro to pique the reader's interest.

A reader was motivated to click on your material because of your title. You must now persuade them to continue reading.

It's easier said than done, though. According to Nielsen Norman Group, readers spend about 57 per cent of their page reading time above the fold, before scrolling. Only the most dedicated make it much further with the second screenful of content, where the proportion drops to just 17 per cent.

In other words, don't expect your readers to stick around if your introduction doesn't immediately grab their attention.

Jumping right into the content promised by your headline is the best method to keep your readers reading.

For example, if you're reading this, chances are you want to improve your writing skills. So, in the opening, I acknowledged your problem and mentioned that the purpose of this essay is to assist you in finding a solution.

You're still reading, so that intro must have worked!

3. Write for a Specific Audience

A catchy start can help you maintain your readers' attention for longer, but it's not a panacea. You must write specifically for your target audience.

To put it another way, write for a specific group of people rather than for everyone.

It's similar to the difference between an article on "excellent content writing" and one on "great writing," to provide a simple example.

I can make educated guesses about you because you're looking for content writing suggestions. You might, for example, work in marketing or create marketing-related material.

If this were an article about "excellent writing," you could be anyone from a student to a novelist who is experiencing writer's block. I'd be unlikely to hit the mark for any of those audiences if I tried to write for all of them.

4. Narrow the Focus of Your Article

From the headline to the end, each story should have a single distinct idea.

This method can assist you in forming more logical arguments, writing material that flows naturally, and providing clear takeaways to your readers.

Keep your focus as narrow as possible unless you're producing a pillar page that serves as a focal point for a larger discussion. Consider the following example:

  • How to Improve Your Marketing (Bad)
  • Better: How to Market Your Small Business More Effectively
  • What's the best way to sell SaaS startups on social media?
Because the potential audience for that first theme is so large, it would be difficult to develop a useful piece of material. You simply cannot provide advice that is applicable to everyone, from a one-person company to a multibillion-dollar corporation.

You might deliver actual value on a single topic by narrowing your emphasis.

5. Be Involved

Your audience will bounce if your content does not rapidly captivate them once they get on your page, no matter how appealing your headline is.

To demonstrate this, let's look at some additional BuzzSumo studies. They used machine learning models to figure out how to write interesting content.

Only a small percentage of the items studied fared well on both Facebook and Twitter.

This demonstrates how users on various platforms interact with various types of material.

Then there's the actual writing.

As a marketer, I'm sure you've heard that good content creation requires clear language.

However, according to the same BuzzSumo study, content with high readability ratings (shorter sentences and words) does not outperform content with lower readability scores.

To put it another way, writing interesting content is about using language that your target audience will understand and appreciate. As a result, oversimplifying or complicating for the sake of simplifying or complicating is likely to be ineffective.

6. Write in Your Brand's Unique Tone of Voice

Why does some brands' content make them stand out more than others?

We now know it comes down to a variety of criteria, the majority of which are directly tied to brand voice, or the personality you assign to your business, thanks to Sprout Social.

Continue writing once you've worked out who you're writing for and what interests them. It's all about maintaining a level of consistency.

Unless you have a single person in charge of all content production and communications, you'll need to share your brand voice with your whole team in a single, easily accessible document. Otherwise, you risk having several writers utilizing opposing viewpoints and tones.

Your brand voice document should include at the very least:

  • The basic values and mission statement of your company.
  • a description of your target audience and how they communicate
  • the ideal relationship you want to have with your audience
  • certain terms and phrases that you use (and don't use)

7. Provide the information that your readers are looking for

Consider this scenario: you were looking for content writing advice on Google, came across this article, and then discovered a wealth of material on how to make better video content.

Imagine if, instead of specific advice, I simply published 2,000 words about why great content is important but never showed you what it looks like or how to create it.

If that happened, you'd probably stop visiting my site in the future.

That's why, before you start writing, you need to figure out what consumers desire from your content through keyword research.

Data isn't difficult to come by, fortunately. You can locate frequently asked questions about your selected subject by using a service like Ubersuggest.

Assume I'm going to write about SEO but haven't settled on a specific topic. People are asking what SEO is and why it's important, according to Ubersuggest. This informs me of what should be included in my paper.

8. Create a Plan

It's time to make an outline after you've done your research and determined what your audience expects from your content.

Why bother with a content outline? Because it facilitates the creation of a more helpful and well-structured piece.

Furthermore, it enables you to locate useful sources and statistics to support your claims and offer context.

It's straightforward. Simply write out the questions from your keyword research in a logical order. "What is SEO?" would, for example, come before "Why is SEO Important?"

Do you need to make many references in a single section? Subdivide those points into subsections, each with its own subheading. For example, under "Why is SEO Important?" you might add the following subsections.

  • The value of organic traffic is enormous.
  • Conversions are driven by local SEO.
  • SEO provides long-term results.
Finally, for each area, look for relevant third-party sources and current information on your site to reference (and subsection).

9. Provide actionable advice

The purpose of your content writing should be to ensure that readers learn something useful. That way, there's a larger chance they'll share it with their friends and come back to you later. They may even join your mailing list or download password-protected stuff.

Providing detailed, actionable suggestions laying out exactly how to do whatever you're talking about is the simplest approach to educating your readers.

You must be an expert in your field to do this well. That is why, rather than writing about brain surgery, I write about marketing!

To put it another way, write what you know. Step-by-step solutions to real-world challenges are discussed. Refer to the tools and methods you employ, especially if you developed them yourself.

10. Incorporate Trust Factors

There's a lot of information available. Even if you're in a small niche, there are probably hundreds of publications on the same subject.

Why should readers prefer your material to that of others?

Making your material trustworthy is one of the best methods to stand out from the crowd. People are more likely to click on your material if they know it is well-researched and authoritative.

Being a well-known figure in your field certainly helps. I automatically have an advantage over lesser-known publishers now that so many people know who I am.

That wasn't always the case, though. To establish my worth, I had to start someplace. Backlinks assisted me in achieving my goal, and they may be able to assist you as well. You should, in particular:

  • By linking to credible sites, you can back up the claims you make in your material. Linking to prominent media sources, government websites, institutions, and well-known companies can help you create more believable content.
  • Obtain links to your content from reputable websites. It's a terrific sign that people can trust you if a high-authority site like the New York Times connects to your work. It can also help you rank higher in organic search.

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