The Anatomy Of A Helpful Article

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Bill Gates in January 1996 once said, “Content is King.”

Two decades have passed yet it’s still true to this date.

If you want your business to thrive in this digital era, you should do content marketing. It’s one of the most effective ways to create dramatic results in your business.

In fact, 93% of B2B marketers are utilizing this concept to create a new audience, earn their trust, and convert them into customers.

However, it’s important not to get confused that when we say “content” marketing doesn’t necessarily mean it’s a write-up or blog creation.

Some other ways to do it are by producing podcasts, videos, surveys, webinars, guest blogs, social media posts, and the likes.

You choose whatever you think would be consumable for your target audience.

As Content Marketing Institute puts it, “content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content.” It aims to engage their target market, help them solve their problem, and take an action.

But today’s discussion will be focusing on article creation — how is it being structured to be helpful for businesses whether big or small.

The infographic below thats shows the proper way of creating an article, although still relevant, was created 5 years ago.

There are some changes that we need to consider to comply with the updates in search engines’ algorithms. But most especially, to catch up on how people consume contents today.


If you want information on how to develop a rapid action plan for growing your business


How To Write A Helpful Article

1) Write a HEADLINE that sells

Since the emergence of SEO together with the more recognizable form of internet in the 1990s, people have started to create contents that would please the search engines to get their websites ranked.

Now that search engines algorithms are getting even smarter, it is wise to make a headline for humans and not for search engines. After all, you’re creating contents to make money out of people’s pockets.

CoSchedule, a marketing project management platform, features a HEADLINE ANALYZER to help you make powerful headlines. It helps in evaluating the right title length and the mix of words for an optimized headline that appeals to the readers.

Here are their three steps:

  1. Capitalize on the type of headlines that convert (e.g. Lists, How-tos, Questions)
  2. Captivate your audience with the right word balance (Common, Uncommon, Emotion, Power)
  3. Optimized your character length for increased engagement (Scannable, Easy to digest)

You can try CoSchedule’s Headline Analyzer for Free

2) Create a relevant META DESCRIPTION

Your URL, headline, and meta description should work together to get the attention of your target audience. In SEO perspectives, your main keyword should be found in the title, meta description, and slug of your article.

The ideal length of your description should no longer than 155 characters.

meta description is a good in creating a helpful article

How to write meta descriptions for SEO (with good and bad examples) | Search Engine Watch

3) Come up with a meaty BODY

The body of your article is divided into three parts: Introduction, Main Section, Conclusion.

It is the meat of your article and it should contain quality information that would be relevant to your prospects based on their current buying journey whether they are in the:

  • Sidewalk
  • Slow lane
  • Fast lane

Know more about Scott Oldford’s SSF Method here — a marketing concept that will help you generate more leads based on relevancy and intimacy of your contents to build a relationship with your prospects, and eventually convert them into customers.

INTRODUCTION

Your introduction should compel the readers to read the rest of your blog post by providing convincing ideas about the headline. Doing clickbait will surely make your audience go away.

If you are to write a piece of news write-up, you should use the 5Ws and 1H approach: Who, What, When, Where, Why, and How. Using this will make you come up with a quick summary of your article.

But for blog creations in a general manner, there’s no specific way on how to quickly hook your audience with your intro. You can provide a fact, statistics, quote, a compelling analogy, issue, or anything that you think would be of interest for your audience.

This is the part where you really need to know who you are talking to and what kind of help they need. Sure, you’ll avoid making a crappy intro.

Otherwise, no matter how catchy your headline and meta description are, visitors won’t continue reading the post.

MAIN SECTION

The main part of your article should be composed of smaller subheaders H2, H3, H4, H5, and H6 tags but not H1 which denotes the title. The use of subheaders helps in your on-page SEO to get your post ranked in Google.

The main body should format according to:

  • Unordered lists if you’re just citing the general overview of subjects
  • Ordered lists if showing step by step process or hierarchy of things
  • Subheaders as mentioned above

79% of website readers scan. Only 16% read word-by-word. A record from @nielsen

CONCLUSION

When writing a conclusion in all aspects of writing, never bring up new arguments or ideas. Instead, try to recap the main points your readers have just finished reading. It doesn’t have to be lengthy but should provide thought-provoking information. It’s important that you will leave something important that your readers can easily remember.

NOTE: The ideal post length according to Medium should be equivalent to 7-minute read which is roughly 1,600 to 2,100 words. The statistic shows that the said length has the most engagement.

4) DATA in your content marketing

People love data, especially statistics. If you can, try to include at least one statistics in your article. It helps in making your blog post more reliable. Numbers and research represent facts and they can definitely hook your audience to find out the ideas behind that data.

If you noticed in this article, I gave you some statistics on previous points.

Further, most of the articles you’ll find today are created using the “List Post” type of blog. Here, you can put numbers in the title that can effectively attract people to see the breakdown of your topics.

How To Write A Compelling List Post For Your Blog | Elegant Themes

5) Include MULTIMEDIA ELEMENTS in your article

Readers nowadays would love to see multimedia elements — images, audios, videos, animations. And integrating them into your content is essential to break up your article and re-engage your audience. It adds value now that people can easily get hooked to anything that’s visual, most especially on photos and videos.

6) Use CALL TO ACTION that converts

As part of wrapping up your blog post, you should include a call to action (CTA) to guide your readers on the next step to take after reading your article.

No matter how excellent your piece, without a CTA, is like a social media post without an image; just another place of free information that converts nothing. The effort would be totally wasted.

Use the CTA part as something that would make your readers feel they really learned new ideas from you and that you have something more valuable to share with them.

P.S. Don’t forget to include a featured image.

If you want information on how to develop a rapid action plan for growing your business

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Carlos

Carlos

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