Step 1: The topic
Before you start writing, clearly define the audience for the text. Identify your target audience and buyer persona: What concerns do they have? What kind of content are they looking for?
To define the topic, you can use helpful tools like HubSpot’s Blog Ideas Generator, which offers creative and relevant ideas.
Another option is to use Google’s autocomplete feature, which shows you the most common searches related to the topic. This helps you identify trends and your audience’s needs.
Remember this principle: create valuable educational content that brings something significant to your reader.
Step 2: The Title
The title is the gateway to your content, so it should reflect a topic of genuine interest to the readers.
An effective strategy is to go for titles that begin with the word “How,” as “How to” posts are among the most searched for on Google. This approach not only satisfies the user’s curiosity but also positions your brand as trustworthy, helpful, and problem-solving.
Keep it short and clear (ideally 60 characters or fewer), and make sure it’s appealing and direct.
If you plan to share your article on media platforms, consider creating an alternative title tailored to that channel.
Step 3: The introduction
The introduction is the hook that grabs the reader and invites them to continue. Therefore, it’s crucial that it is brief, direct, and powerful—ideally between 100 and 200 words.
Using emotional triggers can be an excellent strategy for creating a connection, but so can including a striking statistic or a relevant fact that sparks curiosity. The important thing is to offer a clear and compelling reason for the reader to feel that the content will add value.
Remember: a good introduction doesn’t just inform; it engages. Give the reader a reason to keep reading until the end.
Step 4: The body text
Here are some recommendations to make your content effective and competitive:
Write in the second person: Speaking directly to the reader creates closeness and connection.
Make sure the text answers the question posed at the beginning, as this is essential to compete for a featured snippet in Google.
Highlight the important points: Use bold for key phrases or ideas to facilitate reading and emphasize the main points. This will guide the reader and enhance the reading experience.
Include strategic subheadings: Divide the content into clear sections with subheadings that address the initial questions. This not only improves readability but also helps search engines better understand the text’s structure.
Add supporting links (interlinks and backlinks):
- Interlinks: Connect the article with other pages within your website, such as case studies, related articles, or additional resources. This increases navigation time and enhances internal SEO.
- Backlinks: Include links to reliable and relevant external sources within the industry. This reinforces your arguments and lends credibility to your content.
Optimize with keywords: Naturally, integrate the main and secondary keywords of the topic. This will improve your article’s ranking in search engines, making it more visible to your target audience.
Include Calls to Action (CTAs): Identify opportunities to guide the reader toward a concrete action. For example, offer a downloadable resource like a White Paper, invite them to schedule a free consultation, or encourage them to explore other services or additional content from your company.
Final Tips
Include visual elements, accompany your explanations with images, GIFs, or videos that reinforce each step and make your content more dynamic and easy to understand.
Be clear and direct, eliminate unnecessary information and get to the point. Clarity builds trust.
If you need to explain mathematical or technical processes, include detailed examples and show the entire procedure step-by-step.
Close with impact, briefly recap the key points and suggest additional related resources on your website to expand learning.
A well-structured piece not only informs but also inspires action.
