In the age of glitzy, bite-sized social media content, many people forget the advantages of well-written articles and blog posts. Studies show that 70% of consumers rely on blogs to learn more about a company, which is why 9 out of 10 marketers incorporate articles into their content strategy.

Now, all the benefits of article writing might not make up for how intimidating it can seem. After all, over 2 million blog articles are published every day, so it’s important to learn how to effectively deliver this type of content before you jump in, otherwise, you’ll always lag behind the competition. Don’t worry, though. We’re here to tell you everything you need to know about the science and art behind writing articles for an audience in 7 easy steps.

   

Step 1: Learn What Your Audience Needs

Find Your Audience’s Pain Points

A lot of people seem to think that you should write articles based on search algorithms, but that couldn’t be further from the truth. Google’s core message has always been to write for an audience, and that starts with understanding their pain points. Addressing these pain points can be a powerful tool for building a good reputation, with 83% of consumers trusting a business more if it helps solve their issues.

There’s no need to complicate this either. Understanding the challenges your audience might be facing can be as simple as asking them through surveys and social media Q&As. If you want to get really fancy with it, you could use a tool like Hubspot’s buyer persona generator to better understand your audience. Every bit of data you collect will help you learn how to write an article that can hook readers from the get-go.

Step 2: Select an Engaging Topic

You need to think like a content creator here, albeit one from a business’s point of view. You’re not just creating content to entertain people, after all. The goal here is to inform and engage, so pick a topic accordingly.

Google has been emphasizing EEAT, or Experience, Expertise, Authoritativeness, and Trustworthiness, in its SERP for a while now, so you should come up with a topic that you’re fairly knowledgeable about. It should relate to your business, or your client’s business, and draw from reputable sources, but the real meat and bones of the content should be based on your own expertise.

It might be good to brainstorm here. Think about the pain points you uncovered and how your products and services can solve them. Combine this with trending topics on social media and Google (check hashtags and Google Trends to see what people are talking about) and you’ll find a solid title for your article in no time.

Step 3: Develop an SEO Strategy

Optimize Your Content for SEO

Steps 2 and 3 are interchangeable. You can figure out your SEO strategy first and look for a topic that fits the bill, or vice versa. Either way, it’s important to know what keywords you need to target. Tools like Ahrefs can be a big help, but you should still come up with some seed keywords based on topics relevant to your niche.

For example, if you run a pest control service, seed keywords like “pest control” and “pest removal” can be a good place to start. Enter these into Ahrefs and you’ll start to find relevant search queries and related terms. Incorporate them strategically and naturally into your content, but whatever you do, don’t go overboard. The keywords should come up organically in the text. If your audiences can tell that you’ve injected the keyword, you’re doing it wrong.

It’s important to align your SEO strategy with Google’s latest updates. Check out this blog post to learn how!

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Step 4: Create an Outline

Now that you have a relevant topic and keywords to go along with it, it’s time to break your article down into easily digestible chunks. Readers only absorb about 20% of the words you write, with nearly half skimming through most articles they read, so treat your headings like hooks to grab their attention. If worst comes to worst, someone skimming your article will at least get the basic message down if nothing else, and you’ll have done your job.

Search intent also matters when creating your outline. Are you targeting informational, commercial, or transactional audiences? For example, if you provide laptop repair services, your target audience is seeking information about the subject. They want to know how to repair laptops, so you can break your article down into useful tips or steps that they can follow.

Alternatively, commercial searchers would want to learn about the best products to buy. If you run an electronics store, you can, for example, create a list of the best laptops for gamers and create a subheading for each product.

Step 5: Keep It Conversational

Think about the last piece of content you read. If it was dry, you’d have probably clicked away no matter how informational it was. On the other hand, if the article was conversational and witty, chances are that you stuck around until the end. And even if you didn’t, you likely got a lot more value from the content because information is easier to absorb when it’s conversational.

You should still pack your article with information, of course, but try to convey it through examples, personal experiences, and friendly explanations. The fewer complex words you use, the better, because you don't want to talk down to your audience. Insert a few anecdotes and ask questions to encourage engagement, and don’t be afraid to mix up your sentence length.

Want to scale up your content output but don’t know how? Read our blog post on the pros, cons and best practices of using generative AI!

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Step 6: Conclude Succinctly With a CTA

How to Conclude Your Article Effectively

Again, few readers will go through your entire article, which is why you should quickly recap its key points in the conclusion. Answer any questions and address pain points one last time before wrapping up, and offer solutions for any challenges your audience might still face.

When all is said and done, close off with a compelling CTA. Something like “Click here” or “Subscribe now” can massively boost your engagement rates, and surrounding them with as little clutter as possible can increase conversions by 232%. Give them room to breathe and connect them to an email newsletter or some other element of your marketing strategy to make it more cohesive.

CDP’s Article Writing Team is At Your Disposal

Whether you’re a business looking to expand your reach or a marketing agency trying to keep its bearings in an increasingly competitive world, blog articles are essential for your content strategy. The problem is, you might not have the time to give them the attention they need, especially with the countless other aspects of digital marketing packed into your schedule.

That’s why we’re here. The Content Development Pros writing team has a proven track record of writing compelling, exhaustively researched articles optimized for your audience. Let us help you take your digital marketing to the next level!

Connect With CDP Today!

Get in touch at (877) 897-1725 to learn more about our article writing services.