Maintaining an online presence is key to the success of a brand or company. This includes creating a blog as one of the bases of the digital marketing strategy.
The blog is one of the main communication channels used by brands to achieve their content strategy goals, as it keeps SEO updated, constant information to nurture other platforms, such as social networks, drive readers to take actions, etc.
Although the benefits of a blog are straightforward and can be appreciated by the brands that manage them, it is a tool that many are not using.
It may be because they are not clear about communicating or finding the right words to write an attractive article and its expected results.
That is why we present these 8 steps to write quality articles, and thus, having a simple structure, it will only be a matter of mastering the topic to be written about so that the words flow and reach the specific audience in the right way. I consulted with many different writers who help me write my paper.
How to Write Useful Blogs for Your Brand or Company?
Step 1: Understand your Readers.
Knowing your readers interests is essential before you start writing – what do they want to learn or know, what do they identify with?
It is a step in the buyer persona creation process. Identifying the characteristics of the users to whom the brand is addressed will help to create the parameters for writing: from the topic, the way to communicate, what to refer to, to how much depth is needed on the subject.
Step 2: Choosing a Topic and a Test Title
Having a topic for the article, even if it is general, speeds up the creation process.
With this defined, you can break it down into the different ways to approach the topic, the doubts people have, titles and segments to focus the content before it is written.
Looking for content that solves a problem or is of general interest is the first thing to do. Plotting the route the topic will take with the help of the test title is the second. And finally, assess whether the title is attractive enough and clarify what the article will talk about.
Looking for inspiration or guidance from old material, which has already been touched upon, can be done by taking the following steps into account.
- Give the topic a new projection.
- We are targeting a different type of audience.
- Change the format.
- Please give it a positive or negative focus.
Step 3: An Engaging Introduction
Introducing the topic with an attention-grabbing introduction will make readers stay longer, fulfilling the article’s objectives.
It can be done using different options: start with a story, a joke that captivates, a fact or statistic that surprises and generates the need to know more about the topic.
Then, you can talk about the topic, the purpose of the article, and what doubts it will solve.
Step 4: Structure the Content
Even if you define a topic and set the limits to address it, there is an infinite amount of information that could overwhelm both the reader and the writer.
Make similar segments, lists, or look for ways to be more easily digested in the topic.
An outline or rough draft can be created to define the different points and how to order them.
Step 5: Writing and Keywords
Once you have the draft, test title, and the focus of the topic, it is time to develop it.
Researching and comparing information before starting can help the writer write fluently and enrich the article in terms of content.
Once finished, it is time to correct: grammar, linking ideas, that the main questions have been answered.
It is also essential to have the article’s images if they go with the topic that they have the correct format and quality.
On the other hand, the presentation: how the titles, subtitles, content blocks, etc., look. With all this in mind, the blog will look much more professional.
To get to the final title, it is advisable.
- Make sure it is punctual and to the point.
- Answer a collective question or doubt.
- That it contains keywords.
Step 6: Call to Actions
Each article should be written with a specific purpose. These can be means of conversion for the brand: subscribing to the blog, registering on a page, downloading material, visiting other publications, etc.
That is why it is essential to clarify to the reader what action he can take after reading the article so that if he finds it valuable, he executes it.
Step 7: SEO Optimization
When writing the article, it is vital to take into account the search for keywords or keyword research to categorize the article.
These should flow naturally in the text, but it is essential to incorporate them to position the article or website published in search engines.
Other ways to optimize the article with organic positioning are.
- Meta descriptions.
These are descriptions of between 150 to 160 characters, which appear next to the title and page in Google results. They give the reader a glimpse of what they will find in the article.
- Anchor text
These are words or phrases that link to another website or article so that people who want to expand the information can do so on the same website.
Another factor to consider is that the page or article is adapted to mobile devices and that the titles comply with the characteristics mentioned above so that they are well-positioned.
Step 8: Follow a Strategy.
Once finished, corrected, and optimized, it is time to draw the strategy: how much more can the content be broken down, how to take it to different platforms, generate sales or conversions with the topic, what other issues can complement it?
Once the eight steps are completed, the article will be ready to win over the audience and position itself effectively on search platforms.