Over the years the phrase ‘content is king’ has been thrown about to inspire marketing teams to create more and more amazing material for audiences, resulting in a huge increase in articles and content creators on the web.
With more people venturing online, more social media users and the rise of the blogger and “influencer” the competition for creating amazing, unique articles, imagery and marketing campaigns is high.
To keep you on your A game for creating content, we’ll take you through the best practices that will transform your content to dull and boring so you can stand out from the crowd and create truly great content.
1. Think of The Audience
This is the single most important point you need to take away with you. Your audience is the sole reason you are creating content in the first place and so they are your priority when it comes to copywriting.
Whatever it is you’re writing about and the reason behind it, the fundamental reason is to satisfy them, may that be through answering a question, entertaining them, encouraging them to buy a product and fulfill their needs or similar.
As a result, you must always think and refer back to what it is they want, why you’re creating the content and make sure every piece of information within the article relates to this and fits this purpose.
2. Write For Long Tail Keywords
A common flaw that copywriters fall into is writing content for short, highly competitive keywords. For example, say you were a rare vinyl seller looking to create bespoke articles on how best to clean and care for vinyl.
Although ‘clean vinyl records’ has 1,000 average monthly searches, ‘how to clean vinyl records with soap and water’ has 40 average monthly searches which hence has a lot less competition and a bigger chance for you to rank well for this keyword.
If you can create a piece that is optimized for this keyword, once you’ve secured a high search ranking, you can start to create more pieces of content, may these be videos, social media imagery or so on, that target ‘clean vinyl records’ specifically.
This way, because you’ve already gained a high authority and relevance ranking on search engines for the long tail keyword, you’re chances of ranking for the shorter, more competitive keyword is more achievable.
3. Complete Your Keyword Research On Multiple Tools
Just because Google Ads Keyword Planner shows that ‘clean vinyl records’ has the highest searches, doesn’t mean you should settle for this information. Explore the web – that’s what it’s there for. Use other tools like BuzzSumo to get title ideas, complete social media searches and see what hashtags are trending.
Take a leaf from a scientist’s book. They must do lots of research, consult multiple sources of different types may that be a book, the internet, physical experiments and so on, to get a proper understanding of what it is they’re focusing on.
Sources often contradict themselves and offer varying opinions so it’s good to see what other people and tools are saying about the keyword or topic you want to talk about. Finding your next golden nugget of wisdom is often in the places you don’t commonly visit, so research about.
4. Know Your Text Structure Before Writing
Having a strong idea of the format of your post is essential before you start writing. Good structure means your blog post will be SEO optimized, highly readable for your desired audience and so, will make it a quick read. Something that’s becoming increasingly important in the online world.
It’s known from research that typically, users read the title, first paragraph, headings, subheadings and the first sentences of paragraphs. This is how people learn what your text is about and urges them to continue reading. Take this information on board and run with it.
How To Set Up Your Blog Structure
To set up your structure, you first need to follow the below steps to create the skeleton of your article.
Step 1 – Know the main question you’re answering i.e. what it is your audience is asking or wants to know.
Step 2 – Know the message you are trying to convey in your blog post i.e. what your answer to the question is and include this in your first paragraph.
Step 3 – Create a list of things you will cover in the article i.e solutions you’re offering, tips for doing something and so on.
Step 4 – Bundle these ideas together with headings and subheadings.
Step 5 – Finally order these topics either thematically, chronologically or step-by-step problem-solving.
- Thematic ordering will be based on different subjects at a time, perhaps colour then size, then style.
- Chronological ordering will be in time order that an event has happened or how to do something.
- Problem-solving will be stating the problem then offering a new solution with each new heading and paragraph.
You can see in the above image that there is a clear structure with the paragraphs clearly answering the questions within the subheadings, making it extremely easy to read and digest even at first glance. This post has been ordered in a thematic style.
5. Start Writing Where You Feel Most Comfortable
Start where you feel most comfortable. Sometimes people can stress over getting the first part of the post written. Don’t. The first paragraph is usually the hardest. It’s got to be the most intriguing, of high quality and optimized for SEO purposes.
Perhaps there is a certain point in the post you’d prefer to write about or have more information on. Start there and you’ll then get into your own flow of writing the next paragraphs.
Don’t fear that jumping from paragraph two to paragraph four will disrupt your flow and make your post sound “jumpy”. You can easily enhance your sentences in the correction phase of your post if it doesn’t flow exactly how you’d like.
Tip: Yoast suggest blog content writing is made up of three parts. Preparation which amounts to 40%, writing which amounts to 20% and correction which amounts to the final 40%.
6. Avoid Referring Back To Previous Paragraphs In First Sentence
So, as we know people read the first sentence of your paragraphs first, it’s important to never start a new paragraph with “this means that…” Your audience would have to read the previous sentence or two to get a proper idea of what you’re discussing which can interrupt their flow, damaging the posts’ readability and usability.
Instead, each new paragraph should be easily readable without having to fully understand and read the previous. Of course, you’ll want to continue the flow of conversation as you create a new paragraph though it should be expanded slightly or merge onto a new topic, time or place.
No one enjoys reading massive chunks of text so it’s simple. Split them up when it’s relevant to, without making them hard to read if the first chunk of text isn’t present.
When it comes to creating content, if your post is useful to your readers, it’ll be useful for Google and will usually be SEO friendly too. By focusing on your audience, prioritizing its readability over SEO – though not to neglect it completely – you’ll find over time, the post’s bounce rate will decrease and your search rankings will improve.
For more handy tips to improve your digital marketing practices, check out the Kanuka Digital blog.
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