- December 15, 2022
- 8 minute read
These objectives include increasing the company’s notoriety (brand awareness), showing that the company is an expert in the areas in which it shares content (brand authority), generating leads and conversions, generating qualified traffic, or indexing keywords related to our area.
For the blog to achieve these goals, it is necessary that the articles respect certain practices, which we will share here.
Before starting to write the blog article, we should have a clear understanding of the target audience.
Answering the following questions can help: What do they want to know? How will this content help them?
At this stage, it is important to have a clear definition of the buyer personas, as these personas’ interests/problems will form the basis of the article. It is important to understand the problems of potential readers, putting ourselves in their shoes.
It is important to do keyword research, to understand not only what users are looking for, but also how they are looking for it. This research will form the basis of the article.
Use the keywords not only in the title, but also in the text. So that the text does not become too repetitive, synonyms can be added.
Note: The text must be optimized for only one keyword/theme.
This step is important to understand what the user’s search intention is and if the article meets this search intention. For example, if someone is looking for information on “how to schedule a post on Facebook”, then an article might answer this topic. However, 2 situations can happen:
Note: Google displays results that it deems relevant to the user’s search intent.
There are some tools that can help when looking for topics: ‘Answer the Public’ is a good tool for ideas. Google itself can also help, namely the “autocomplete”, the related searches that it presents at the end of the SERP (Search Engine Results Page), or the section “People also ask”. Another interesting tool is Google Trends, in which you can see searches made over time on Google itself.
A great title needs to:
Most of the time, the user only reads the title and introduction. If this one doesn’t please them, the probability of leaving is high, so it should be as captivating as possible. The introduction must:
The size of the articles will depend on the topic itself, that is, if it is a complex topic, more words may be needed. On the other hand, if the topic does not require as much explanation, it may be shorter.
The idea is that the article contains the necessary information about the topic itself, without having to include “waffle” to reach a certain number of keywords.
However, as a guideline, it is advised that a blog article be at least around 700 words long. There are some experts who consider that longer blog articles with more than 1500 or 2000 words have the possibility of having better results. However, this always depends on a few factors:
For a blog article that contains 700 words, the structure could be as follows:
Word count tool: https://wordcounter.net/
Once written, the article must be shared through different social networks. The idea is that users interact with the publication, share it with their contact networks and bring traffic to the site. Another way for the article to be shared is via email, and a specific newsletter can be created for this purpose.
These are some of the important points for writing articles that can help you reap the rewards. Content Marketing is a medium to long-term process that may take time to reach specific goals, but that makes it possible to acquire qualified organic traffic on your website.
