The Abridged Guide to Content Writing for Marketers and Entrepreneurs By James Morris
First Edition
The Complete Guide to Content Writing for Marketers and Entrepreneurs
2
James Morris
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
Contents 1.
What is Content Marketing and Why Your Business Needs It....................................................................... 4
2.
Content Marketing and The Importance of Listening to Your Audience ............................................................13
3.
Content Marketing: Crafting the Perfect Title for Your Works.........................................................................18
4.
How to Write a Concise Blog Post ...............................25
5.
What are the Basic Elements of a Blog Post? ...............32
6.
How a Professional Content Writer Can Boost Traffic ..39
7.
Conclusion and Takeaways .........................................45
3
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
-1What is Content Marketing and Why Your Business Needs It “Your intuition knows what to write. So get out of the way.” - Ray Bradbury
4
The Complete Guide to Content Writing for Marketers and Entrepreneurs
T
James Morris
he content marketing landscape has changed a lot over the past years. In fact, it’s changed so much that it’s challenging to keep up with new trends and best practices. That’s why I put together this guide on what content marketing is, how it works, and why your business needs it. We’ll go through everything from definitions and statistics to strategies for creating your campaign—and then give you some examples of what other companies in different industries have done well with their content marketing efforts.
What is Content Marketing? Content marketing is a type of marketing that involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience–with the aim of driving profitable customer action. It’s the key to keeping your customers engaged, saving you time and money while creating a better user experience for your website visitors. Here are just some of the benefits: •
•
5
You save money because instead of paying for expensive advertising campaigns, you can simply post high-quality articles on your blog or social media channels. Your content marketing strategy sets you apart from your competitors by emphasizing the value that only you can provide to customers in their area (geographic location). This makes it easier for them to trust you more than other companies who don’t have such detailed information about local needs or problems.
The Complete Guide to Content Writing for Marketers and Entrepreneurs •
James Morris
And finally, you can use content marketing to promote your products and services.
The Benefits of Content Marketing •
•
•
•
6
Increase Brand Awareness - With content marketing, you can reach a larger audience than traditional advertising alone. By creating valuable and unique content that is easy to share, you can build your brand and create awareness among potential customers. Increase Sales - Content marketing helps a business get more leads by giving them better information about their product or service so they can decide whether they want to purchase it. Your website visitors will also be more likely to buy something from you if they trust your advice (which comes from the articles on your site), which makes it easier for them when making purchasing decisions. Increase Customer Loyalty - When people read about what products/services are best for them based on their personal needs, they feel like someone understands them and cares about their success—which will make them more likely to buy from the company providing this information in the future because it feels like an extension of themselves. This also builds trust between companies and consumers so that everyone becomes better off overall. Increase Brand Authority - When consumers read positive reviews about brands they trust through content creation activities such as blogging posts or videos made available online through social media
The Complete Guide to Content Writing for Marketers and Entrepreneurs
•
•
James Morris
channels including Twitter Ads & Facebook Ads campaigns etc., those businesses gain credibility with consumers who may not have known much about them before now, but see how effective these strategies were at reaching out across borders into different parts of North America where consumers might otherwise never have heard about either before (“North America” being used here loosely). Increase search engine optimization - The more quality content you have on your site, the better chance people will find it—and that means more traffic going into your business. Increase return on investment (ROI) - These benefits make content marketing a significant investment with measurable results, so don’t be afraid to put some money towards creating great content in order to get even higher returns.
Content Marketing Statistics According to the Content Marketing Institute, 80% of B2B marketers are using content marketing in some capacity. It’s no surprise that so many businesses are implementing this strategy. It’s an effective way to reach your customers and improve their experience with your brand. You can create fun, interesting blog posts that will help you build loyalty among current customers and attract new ones as well. You’ll also be able to provide outstanding customer service because you’ll have all the information right at your fingertips — including any common issues they may have been having with products or services in the past.
7
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
In short, content marketing is great! It allows you to provide more value while improving relationships with existing customers and attracting new ones. Content marketing is also a great way to increase sales. Customers who read your blog posts may be more likely to make an impulse buy, especially if they’ve already been browsing around your website for other products or services. You’ll also see higher conversion rates because people are naturally interested in what you’re writing about and want to know more — making them more receptive when they come across offers.
The Different Types of Content You Can Create for Your Audience As you can see, there are many types of content that you can create for your audience. The key to using these styles effectively is to ensure that the content meets their needs. If you’re not sure what your audience wants, then simply ask yourself these questions and try to answer them: How do my customers think? What is important to them? What information would they like to have? What benefits would they find useful? The answers will help guide you in creating useful content for your target audience. Here’s an example: A company selling office supplies decided to create an infographic about ergonomics in workplaces (i.e., how people should sit at their desks). This company knew this topic was important because it affects productivity—if employees are uncomfortable at work, then they won’t be able to concentrate as well on what they’re doing. They also knew that most companies aren’t well-informed on best practices around ergonomics, so when people saw this infographic 8
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
posted on social media by someone else (not necessarily from this particular brand), it would stand out from other posts containing similar information such as articles written by experts or other companies who had created infographics about the same topic themselves but didn’t include all relevant information about how ergonomics impacts workplace efficiency - which makes sense since those companies might not want customers thinking about how much stuff costs since that would impact buying decisions negatively.
The Challenges of Content Marketing Now that we’ve established the importance of content marketing and outlined what it is, let’s look at some challenges you might face when trying to implement this strategy in your business. Content Marketing Challenges: What You Need to Know Before Getting Started •
•
9
Relevance is Key: It’s essential that you create content that applies to your audience. If they don’t see value in it, then there’s no point in creating it at all–especially if you’re going to have low engagement levels with your followers through social media channels like Facebook or Twitter (which often happens when people aren’t engaged with the material being shared). Create a Strategy: If you’re just starting out with content marketing, then there are several things worth taking into consideration: Do I want my website visitors coming back again? How much time do I have available each day? What type of content
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
will work best for me (blog posts vs videos)? These questions should help determine what kind of schedule works best so everyone involved knows what needs to be done when it needs doing (i.e., writers need deadlines). As mentioned above, it’s important to create content that is useful for your audience. This means writing blog posts and creating videos or podcasts that help people solve problems or address issues they care about. It also means making sure your site visitors come back again by sharing their favorite articles on social media channels, like Facebook or Twitter.
Creating Your Own Content Marketing Strategy Content marketing is a long-term strategy that requires commitment and patience. It’s not something you can do on a weekend or even within a month, but it is worth the effort. Content marketing is not just about creating content; it’s also about setting up your entire organization around sharing the right content at the right time with your audience. You should integrate content marketing into every aspect of your business, from strategic planning to sales processes to customer support. You might start off by creating one blog post per week, but eventually, you’ll want to build up enough content on your website that people can rely on it as an authoritative resource for all things related to your brand. If you’re interested in getting started with content marketing now but aren’t sure where to begin, here are some tips: •
10
Be consistent–Don’t just publish once and forget about it. Make sure there’s always something new coming out so people have something fresh and
The Complete Guide to Content Writing for Marketers and Entrepreneurs
•
•
James Morris
interesting in their feed each time they visit your site or scan through social media posts from you. Get involved–Reach out directly through social media channels like Twitter or Facebook if there are questions people have about specific topics covered by recent content pieces. Have fun–Why not make this fun while still producing high-quality work? Try having contests where users submit pictures or videos and answer questions posed by previous posts (think Buzzfeed quizzes).
Content marketing is not just a way to get attention; it’s also an opportunity for you to give something back by providing valuable information that helps your customers grow their businesses and solve their problems. Be strategic when posting content or making other types of updates, so people feel like they’re getting something new every time they come back for more. •
Create a brand voice–Whether you’re writing about yourself as an individual blogger or trying to create a buzz around your business, being able to speak with authority in your field is critical. One way to do this is through content marketing — digital marketing that focuses on creating high-quality content for your target audience.
It’s time to start your content marketing strategy. Content marketing is all about being consistent, relevant, authentic, unique, and valuable. It’s also about engaging your audience in a way that resonates with them and helps you 11
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
build trust. And it shouldn’t just be one-way communication– you want to make sure your content provides value for the reader so they feel like they can come back to you again and again. What does this mean? Well… to start with: •
You know what (and how) you want to create before you write anything down. The point of creating any kind of content is so that people will read or watch what you have created–if they don’t find it interesting or useful then they won’t stay around long enough for there to be any impact on their lives (or yours). So, take some time upfront planning out exactly what type of information/message(s) needs sharing with whom - then think hard about which medium would work best for each piece of content once written…. and then make sure everyone involved understands these goals, too.
Summary Content marketing is a great way to reach your target audience and get more sales. It’s also a great way to build brand loyalty and keep existing customers happy. But it’s not just about writing blogs—you need to have an overall strategy for how you’re going to use your content as part of your entire marketing plan.
12
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
-2Content Marketing and The Importance of Listening to Your Audience “If you don’t listen to your customers, someone else will.” - Sam Walton
13
The Complete Guide to Content Writing for Marketers and Entrepreneurs
T
James Morris
he best content marketers know that it’s not enough to create great content and promote it. Instead, it’s about understanding what your customers want and then giving it to them in the format that they prefer.
Analyze Their Problems, And Develop Solutions You know your customer’s problems. You know the issues you’re facing, and the ones that your competitors are facing. But what about the issues that only you can solve? What about those problems that no one else is addressing? When you understand these things—and how to address them—you’ll be able to create content that will drive customers toward your business instead of away from it. To understand the customer’s problems, you need to listen. You also need to be asking questions and doing research on a regular basis. It might seem like common sense, but it’s easy for businesses to lose sight of this step when they’re busy marketing their products or services.
Understand Their Preferences In order to build a successful content marketing strategy that resonates with your audience, it’s important to understand their preferences. This means knowing what they want to read, see and hear; what they want to buy; how they want to buy it; and how you can reach them. Content that is relevant can help businesses attract more customers through increased conversions and sales opportunities. For example, if you sell outdoor equipment for camping or hiking, your audience may be interested in hearing tips and product news from experts in the industry. If someone is 14
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
looking for a new tent, they’ll want to read up on the latest features before making a purchase decision.
Create Buyer Personas As you’re creating buyer personas, it’s important to keep in mind that they are a tool. Buyer personas help you understand your audience and how they think. The more data you have on each persona, the better. You can get this information by talking with members of your target audience and asking questions about what they’re looking for from your business, as well as their concerns and fears when making a purchase decision. If possible, get specific examples of who these customers are (i.e., names) so that you can use them later on if needed—like when writing blog posts or making product recommendations based on what the customer needs rather than just guessing based on an assumption about the type of person who would buy from your company knowing nothing else about them (which is usually not accurate). It’s also important to keep up with your buyer personas as they change over time. This means you need to be constantly monitoring how well you’re doing to reach out and connecting with members of each audience segment; if there’s something about your product that doesn’t seem right for one type of customer, then it may be worth revising how those products are being presented or marketed.
Find the Right Channels to Reach Them Listening to your audience is the first step in creating content that is truly meaningful. This means listening on a variety of 15
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
channels, both online and offline—from social media to inperson events. Start with the obvious: where do they spend most of their time? Look at which platforms they use most often and go from there. If your target audience is millennials, Facebook might be where you need to be. If it’s moms with young children, Pinterest might be a better option (and if so, make sure you optimize for it). The key is to find the right channels for your audience and their needs. If you’re a B2B company, LinkedIn is often a better choice than Facebook. Similarly, if most of your customers are older and less digitally savvy, email marketing may be the way to go.
Content marketing is more than just creating great content and promoting it. Instead, it’s a customer-centric approach to helping meet your customer needs. There is more to content marketing than just creating and promoting high-quality content. Doing so will help your company meet the customer’s needs in a customer-centric manner.
Your customers are the most important part of content marketing, so you should focus on their needs. You can do this by conducting research into what your audience wants in order to create content that meets their demands. The better you understand their needs, the better your content will address them!
Summary 16
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
If you want to succeed with content marketing, you need to understand your audience and how they interact with your brand. By doing this, you’ll be able to create content that resonates with them while also reaching them in the right way (via social media channels or email newsletters).
17
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
-3Content Marketing: Crafting the Perfect Title for Your Works “The title is one of most important things. It is the first thing that people read.” - Robert Munsch
18
The Complete Guide to Content Writing for Marketers and Entrepreneurs
I
James Morris
f you’re a content marketer, writing your own titles is a fun way to get creative. It’s also a great way to stand out in the crowded marketplace of digital content. But it can be tricky! There are so many ways to go wrong (and only one way to go right). In this post, we’ll explore some tips for creating effective post titles that will help you attract your audience and rank high on internet search results.
Develop a title that resonates with your audience The best way to develop a title is to know your audience. Knowing who you’re writing for helps you determine what words they would use when searching for content related to your topic. The more specific the keyword, the more likely it is that users will find your post in search results. You can also look at other posts on similar topics and see how others have written their titles — this will help you see what keywords are most effective in attracting an audience of similar size and interests as yours. Here’s an example: if I were writing about how to make chocolate chip cookies from scratch (because why wouldn’t someone want me to do that?), then some keywords that would be relevant include “chocolate chip cookies recipe” or “homemade chocolate chip cookie recipe.” Once you’ve developed a list of keywords that apply to your topic, then you can start brainstorming different title ideas. Be sure to include keywords in your titles so that users can easily find content related to their search. You may even want to consider incorporating the keyword into an image or video if it is possible within your blog post platform.
Leverage the power of numbers 19
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
Numbers are powerful. They can help you rank better in search results, and they also give your blog post more punch. Use numbers that are relevant to your topic, audience, and brand. For example, if you’re writing about how to get more clicks on your content marketing posts, use “7 ways” or “9 steps.” If you’re writing about how to get more conversions using videos on your website, use something like “3 secrets” or “7 tips.” If you are writing an article about the benefits of drinking hot tea in the winter, use numbers that apply to your audience. If there is no connection between your topic and any particular number, it doesn’t belong in your title.
Use interesting verbs In order to get the reader’s attention, you need to use interesting verbs. Verbs are active, so they are more exciting than nouns. They help you tell a story, and you can use them in many ways to make your title more specific or creative. For example: •
The best way to engage visitors is with a winning SEO title that achieves all three goals: o Attracting clicks from search engines o Drawing in loyal readers o Educating them about your product or service
When crafting your title, it’s important to think about the words you use. Be creative and don’t be afraid to try something different - there are many ways of writing an effective SEO title! The most important thing is to get startedso start writing now! 20
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
Incorporate keywords that can help you rank better in search results For writing content, there are a lot of things you have to keep in mind. From grammar and spelling to formatting and design, your readers will quickly lose interest if they can’t find what they’re looking for. To make sure that doesn’t happen, you need to pay attention to one thing: keywords. That’s right—keywords! These are words that describe the topic of your article or blog post. They help search engines find the exact piece of content users are looking for when they use their search services such as Google or Bing. You can use these keywords throughout your article in several ways: • • • • • •
In the title tag (the blue text at the top of each page). In an H2 heading about halfway down on each page so users will see them. In an H3 heading right below it. In body content that applies to what people are searching for (such as “how to” or “best practices”). In a meta description tag (the text below each link). In tags associated with your article on social media sites like Facebook.
Keep your post title short and sweet There is a lot of flexibility with your post title. You can use a title that is short, sweet, and to the point, or one that’s more 21
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
creative. You can make it engaging, relevant to your topic, SEO-friendly, and/or interesting. But whatever you choose, keep it short! A long or complex title isn’t likely to attract much attention. If you’re struggling for ideas, try chopping down some adjectives from the body of your piece until you get something nice and punchy. In crafting a catchy title, there are no hard and fast rules. But remember, the goal is to grab your readers’ attention with something that’s short and sweet. A long or complex title isn’t likely to attract much attention.
Also, consider a subhead. Subheadings are another great way to break up your content. They can help you with SEO, readability and clarity, engagement on the page, bounce rate, and more. Here are a few tips: •
•
•
Avoid using a subheading when it’s unnecessary or repetitive. For example, don’t use “This is an example of subheading” as a subheading! It’s redundant—and no one will be fooled by it anyway. Always use subheadings for lists or bulleted items so readers know what they’re going to get before they click through (this is especially important if your list is long). Use at least 3–5 words per subheading title; otherwise people will think they’re buttons instead of links (which means fewer clicks on those headings).
It’s best to use subheadings that are formatted in the same way as your other titles and headers so that they look like 22
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
part of one cohesive piece. For example, if you used an H1 or H2 style for a section heading on your page, use at least one subheading with those same styles, too. This will make it clear what information belongs together—and make it easier for readers who want more detail about specific topics.
Get creative You should also experiment with using a variety of creative and unique titles for your content. One way you could do this is by creating puns, metaphors, and alliterations. For example: • • •
“10 Ways to Increase Your Social Media Presence” “What is the Best Way to Improve Your Brand?” “7 Steps to Better Blogging”
These types of titles tend to catch people’s attention because they’re unexpected and unusual. They make readers curious about the content, so they’ll want to read it more closely for themselves!
Post titles are great fun once you get the hang of them. Once you’ve got the hang of writing post titles, it’s time to experiment with different styles and tones. Post titles are your first chance to grab your audience’s attention, so don’t be afraid to get creative with them. You can show off your research skills and knowledge by including insightful facts about the topic or industry at hand, for example: • • 23
“The Best Way to Cook Salmon” “Five Ways to Spice Up Your Workout Routine”
The Complete Guide to Content Writing for Marketers and Entrepreneurs •
James Morris
“Why You Should Start Using [new service] Today,”
Remember that while it’s important to grab your audience’s attention with your post title, you shouldn’t give away too much information. It’s also a good idea to keep your post titles short, not too long for the Google search engine crawler to find them easily and get readers who see your posts on social media or other sites.
Summary When you get the hang of it, writing post titles can be a lot of fun. It’s an opportunity to get creative and try out different approaches that can help you stand out from the crowd. Plus, if you do it right, your title might just be the thing that catches someone’s eye when they’re scrolling through their feed—and convinces them to click!
24
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
-4How to Write a Concise Blog Post “To be successful in writing, use short sentences.” - Ernest Hemingway
25
The Complete Guide to Content Writing for Marketers and Entrepreneurs
C
James Morris
oncise writing is hard. It’s also easy to get wrong, so we’ll be going over the many ways you can write more clearly and effectively. But first, let’s make sure everyone is on the same page: what does “concise” mean? In general terms, it means saying something in as few words as possible while still getting your point across clearly. When thinking about how to write concisely, it’s important not just to focus on word count—instead think about how much information each sentence contains and whether it needs all those words. The goal isn’t just to cut down on word count but also to improve readability by keeping things simple for readers!
Aim for less than a thousand words. •
Word count matters.
Word count is important for SEO, it’s important to readers, and it’s also important from a prose perspective. Writing concisely allows you to pack more information into your post without overwhelming or boring your audience. If you’re feeling stuck on how to get started with word count, start by setting a goal of fewer than 1000 words (for example). Now that you’ve set your word count goal, the next step is to figure out where those words will come from. If you’re struggling to find material for your blog post, start by writing a list of what you think needs to be said. Once you have a list of points or subheadings in front of you, write a few sentences about each one. You can also ask yourself questions about how something might be done and then answer them.
Write short paragraphs. 26
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
Using brief paragraphs makes your writing more readable and engaging. Readers with short attention spans will be able to focus on one paragraph at a time, so they’ll be more likely to read the entire post. Short paragraphs also break up long sections of text, making it easy for readers to digest your content. You don’t want people getting bored and leaving before they’ve finished reading your blog post! Use short paragraphs to… • • • •
make your writing more readable. break up long sections of text. make your writing more engaging. make your writing more accessible to readers with short attention spans.
Be direct in your writing. Being concise doesn’t mean being brief. It means saying what you have to say in the fewest words possible. It’s the difference between “I really like pizza” and “I love pizza.” When writing your post, try to be clear and direct in your communication with readers—don’t waste their time or yours by saying something unnecessarily complicated or longwinded. Stick to only what is necessary to convey your point of view (a topic sentence), then say it again in different words (an extended explanation) before moving on to the next point. Use active sentences instead of passive ones for more impactful writing that readers can easily follow along with without getting confused about who did what.
Use active voice. 27
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
The second most important thing you can do to make your blog posts concise is to use an active voice. Inactive voice makes us say things like “the cat was playing with the ball.” An active voice would make us say, “The cat played with the ball.” The first version uses the verb “to be” and the second says what happened. When you’re writing something in a passive voice, it can sound like you’re being overly cautious or indirect, which doesn’t help keep your blog post concise. Reading and understanding your writing is easier when you use active voice. It also makes it more concise. Using an active voice shows that you are confident in what you’re saying. This kind of confidence is important when writing a blog post because you want people to trust and agree with what you have written.
Stick to short sentences. •
Short sentences are easier to read.
This is in part because they have fewer words, but also because they don’t have commas or other punctuation that can interrupt the flow of reading. In fact, if you write a sentence with no punctuation at all (say, a list of things) it will be very easy to follow as well. It’s possible that short sentences can be more effective. People often make the mistake of thinking that conciseness means writing short sentences with lots of commas and periods everywhere—but short doesn’t have to mean choppy! If your paragraph includes a few larger ideas connected by smaller ones (”and’s”), then those “and’s” serve 28
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
as natural breaks for your reader; there’s nothing wrong with using them strategically throughout your writing.
Cut out adjectives, adverbs, and cliches. •
Get rid of adjectives, adverbs, and cliches.
Adjectives and adverbs are not always necessary to make a point. In fact, sometimes they’re just filler that doesn’t add anything to your writing. You can use stronger verbs instead of adjectives or adverbs to get the same meaning across more effectively: “The dog ran fast” instead of “The dog was fast.” Clichés are overused phrases that have been used so many times that they’ve lost their original power. Instead of using them in your writing, find a new way of saying something similar—you’ll create original content and sound more intelligent by doing so! This is especially true when writing about topics that have been covered before. If you’re writing a blog post on an issue, try to find an original angle for your perspective, or put forth a new idea that other people have not considered.
Substitute weaker words for stronger ones whenever possible. While you’re editing, try to substitute weaker words for stronger ones. For example, if your sentence reads: “In any case, it all worked out anyway.” Try changing it to: “Anyhow, things worked out anyway.” Or perhaps your sentence reads: “At any time and at any place, anyone can get lost very easily.” Instead of being so 29
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
precise about all the places that someone could get lost (and get into a complex situation), simply say: “Anytime and anywhere, people can easily get lost.”
Leave out words that aren’t necessary. A concise blog post has the following qualities: •
•
•
•
Active voice: When you can replace a verb with a shorter, more active alternative, do so. For example, “the cat is eating” is shorter than “the action of eating is taking place in which the cat engages.” Strong verbs: Use strong verbs that communicate action instead of weak verbs like “to be” or “to have.” For example, it’s better to say “I am running” rather than “I run.” Strong nouns and adjectives: Avoid weak nouns and adjectives such as “thing” or “stuff” when possible. Instead, use descriptive words like “carousel” or “incredible.” Strong adverbs: Use strong adverbs rather than phrases like “very” when your intent is to emphasize something or make something clear (e.g., He walked very quickly).
Summary I hope you enjoyed reading through the examples in this section, and that you now feel confident about writing your own concise blog posts. If you’re looking for more tips on how to make your writing more efficient, check out some of the other articles on Grammarly.com or ProWritingAid.com.
30
The Complete Guide to Content Writing for Marketers and Entrepreneurs
31
James Morris
The Complete Guide to Content Writing for Marketers and Entrepreneurs
-5-
James Morris
What are the Basic Elements of a Blog Post? “Structure is more important than content in the transmission of information." - Abbie Hoffman
32
The Complete Guide to Content Writing for Marketers and Entrepreneurs
T
James Morris
he purpose of a blog post is to provide the reader with useful, engaging content. It should have a title and introduction that sets the stage for what’s coming next. You should organize the body text into logical sections with headings and subheadings to make it easy to scan through quickly. A conclusion section summarizes everything at the end. And finally, images and links are used to add visual appeal or provide more information on topics discussed in the text itself.
The Title The title of a blog post is one of the most important parts. It’s what your readers will see before they read it. And, depending on how well you write titles, it can draw them in or get them to click away. A good title should be short and descriptive but also interesting and relevant—and unique! It should also be searchable and consistent with the article itself (see section 3). Here are some tips: •
•
•
33
Keep it short and sweet: Forget about trying to cram in all your thought leadership into one title; just give people the basics so they know if they want to keep reading or not. Use keywords wisely: You want this title to be easily found by others who aren’t familiar with your company or subject matter, so use keywords that show up often in searches related to what you do (and make sure those words actually appear inside the body as well). Make it clear what the article is about: Don’t leave readers guessing—be sure to include some clues as
The Complete Guide to Content Writing for Marketers and Entrepreneurs
•
James Morris
to what they can expect from this post. Write something descriptive (but not so long that it becomes overwhelming). Make sure the title matches up with its topic: If there’s an error in spelling, grammar, or punctuation, fix it immediately! Ensure that your titles are searchable and consistent with the rest of your content and check your keywords for accuracy.
The Introduction Your introduction is the part of the post where you introduce your topic and explain why it’s important. The goal here is to get people excited about reading on, so you should do this by explaining how this blog post will benefit them and what they will learn from reading it. Here are some examples of introductions: • •
“This blog post will teach you how to build a website in less than 15 minutes.” “In this article, I’ll show you how to create a basic web page using HTML5.”
In the introduction, you should briefly explain what your blog post is about and why it’s important that people read it.
The Body The body of your post is where you actually get to the meat of what you want to say. The point of having a blog is to share information, so you should organize this section into logical sections that are easy for readers to follow and understand. Use headings and subheadings to break up the text into 34
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
logical chunks, and don’t just write one long list with no breaks. And try not to use too many links, images, or quotes—they can slow down the loading time of your page! Similarly, try not to use over three bullet points in your paragraphs (unless it’s really important). This makes it easier for readers because otherwise they’d have to scroll down through an entire paragraph before finding out what’s next!
A conclusion Your conclusion should answer the question: What can I do with this information? This could be an invitation to subscribe to your blog or simply a closing thought that summarizes the main points of your post in a few sentences. A strong conclusion can be a great way to end your blog post and leave a lasting impression on your readers, but don’t overthink it or stress about writing the perfect conclusion.
Images where appropriate You can use images in a variety of ways, and it’s important to know how best to use them. •
35
Break up text: You may want to break up text with an image. This can help keep the reader reading and engaged with your blog post. You could add an image at the start of each paragraph or section, for example, or perhaps right after using a quote from another source or person. Alternatively, you could have one large image at the end of your section that sums up what you just said, plus some further information on the topic.
The Complete Guide to Content Writing for Marketers and Entrepreneurs •
•
James Morris
Illustrate a point: If you are explaining something technical in your blog post–such as how something works–then including images that illustrate these points will make it easier for people to understand what you are talking about. This can also help avoid confusion over technical terminology, which might otherwise confuse readers who may not be familiar with such terms (e.g., “gigabyte”). Add visual interest: An image can also be used to add visual interest. For example, you may want to add an image in the blog post that is more decorative than anything else. This could be a photograph of something interesting or beautiful, or even a work of art that has been created digitally.
Links to relevant articles within or outside your site Linking to relevant content is a great way to build your audience, and it doesn’t have to be just other articles on your site. You can link to external sites as well, especially if they apply to the topic at hand. Sometimes it can even be helpful for readers who want more information about a certain topic but don’t know where else they might find it (they do exist!). You can also link to other posts that you’ve written on your own site or blog, which is another way of promoting yourself and giving readers more of what they’re looking for. For example, if I wrote an article about a new product launch at my workplace and included information about how we could buy this product at our office supply store downtown and online through Amazon Prime Now (which has free two-hour delivery), I’d want someone reading my post who lives near downtown Chicago but doesn’t have access yet because he 36
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
works during business hours so he won’t be able to get there before closing time today.
Blog posts should have useful and engaging content. When crafting your blog posts, you should have a specific audience in mind. This is the person who will benefit most from reading your article and is likely to share it with others. For example, if you’re writing about how to make the perfect cup of coffee at home for beginners and intermediate coffee drinkers, then your reader is someone who has never made coffee before but wants to learn more about brewing methods. Also, consider what’s important to this particular person when thinking about how useful and engaging your article could be for them. Consider sharing personal anecdotes or stories that relate to your blog post (and perhaps even explain why it matters). For example: “When I was studying abroad in Italy, I tried many kinds of gelato—but none compared with my favorite flavor from my local gelateria back home.”
Summary Blog posts are one of the most popular ways to share your thoughts and opinions with a large audience. They can be used to build an online following, drive traffic to your website, or even help sell products and services. By following these simple guidelines as you write your next blog post, you’ll be well on your way to creating an engaging piece of content.
37
The Complete Guide to Content Writing for Marketers and Entrepreneurs
38
James Morris
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
-6-
How a Professional Content Writer Can Boost Traffic “If you think it’s expensive to hire a professional, just wait until you hire an amateur.” - Unknown
39
The Complete Guide to Content Writing for Marketers and Entrepreneurs
T
James Morris
he benefits of hiring a professional blogger to write for your website are well known. An experienced writer can create engaging, interesting content that draws and holds readers’ attention. But did you know that just as important as writing the content is what happens between the lines? Professional bloggers understand how blogs work and how people read them online---and these insights can help you boost traffic and increase sales.
Quality, interesting content Quality content is the most important part of your website. It’s what separates a good blog from a great one, and it’s what draws traffic to your site. If you want people to visit and read your blog regularly, then you need to provide them with quality content. The best way to do that is by hiring a professional writer who knows how to write engaging, shareable content for blogs. When you hire a professional writer, he or she will create content that is not only interesting but also engaging for your audience. A talented writer can make even the most boring topic seem exciting and relevant.
Professional bloggers understand the various techniques used to build traffic and drive sales. The world of online marketing is constantly changing, and it’s important for any business owner to keep up with the latest trends in order to stay competitive. This is where a professional blogger can help you out. A content writer who understands the importance of SEO and keyword research can help your company get ahead of its competitors. This will 40
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
put you in a better position to attract more traffic and generate leads by reaching more customers through search engines like Google, Bing, and Yahoo. A professional blogger will understand how social media sites like Facebook, Twitter, Instagram, and YouTube can boost traffic by posting relevant content that drives people back to your website or blog page where they can discover more information about what they are looking for while also driving sales through product recommendations on these platforms (e-commerce sites). They will also know how backlinks from other websites increase search engine rankings so that when people do searches related to keywords related products or services offered by businesses like yours; you show up higher than competitors who don’t have any recent links pointing towards them from other sites within their industry niche market segmenting yours!
There are many more valuable uses for a blog than just attracting attention. There are many more valuable uses for a blog than just attracting attention. A blog can create a brand, sell products, build a community, generate leads, build credibility and attract attention. The latter is only one of its many functions, but it’s important because if people like your writing, then they’ll want to know more about what you have to say. They’ll go deeper into your site and find out what else you offer or how they can get in touch with you offline (if applicable). In short, blogging is an effective way to reach potential customers who wouldn’t otherwise come across your
41
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
business unless they were looking for something specific on Google or Facebook ads (which tend not to work as well).
Professionals can eliminate errors and make the blog easy to read. If you don’t have a professional writer on your team, it’s likely there are several errors in your blog that are keeping people from reading it. A professional content writer can help with many of these aspects: • • • • •
Grammar and spelling errors Formatting issues (e.g., images aren’t aligned properly) Content problems (e.g., the article is too long or short) Navigation problems (e.g., the site doesn’t look intuitive) Design issues (e.g., clashing colors or fonts)
These kinds of errors make it more difficult for users who want to read your blog and convert into customers or subscribers than if they could enjoy reading without distractions like typos and formatting quirks.
Professionals can also optimize keywords for search engines so that anyone searching for those specific phrases will find the blog easily. In a nutshell, keywords are important for many reasons: •
42
Search engine optimization (SEO): A professional writer can help you optimize your blog for Google
The Complete Guide to Content Writing for Marketers and Entrepreneurs
•
•
James Morris
and other search engines so that anyone searching for those specific phrases will find the blog easily. Social media optimization: Your writer can ensure that your social media posts contain the right words to make them more attractive to followers and potential customers. This is especially important if you want to improve engagement on Instagram or Facebook, which tends not to show up in Google searches unless other users shared them first. Content optimization: Whether you’re writing an article with a long-tail keyword or just using one word at the top of each page, having good SEO practices will help get people interested in reading more articles on this website—and potentially coming back again later, too.
A professional writer can create content that is informative and entertaining. For content, most people have a pretty clear idea of what they consider high quality. A professional content writer knows how to create informative and entertaining pieces that will keep your readers engaged. As a result, more people are likely to visit your site if you opt for a professional writer rather than doing it yourself or hiring an amateur. To create engaging and informative content, it is essential to have the skills of a professional writer. In this way, you will be able to increase the chances of your visitors turning into customers.
Hiring a professional blogger is not just about creating excellent content 43
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
Having a professional writer also maximizes that content’s lifting power by understanding how blogs are read and shared on the Internet. For your blog to be read by the target audience, it needs to contain relevant keywords that match up with search engine optimization. SEO isn’t something you can do yourself; you need a professional content writer who knows what they’re doing when it comes to SEO. A good title and image go a long way toward getting readers interested enough in your article that they consider clicking through and reading more of your posts on their own volition. Once someone clicks through on one of your articles, there should also be some kind of call-to-action (CTA) at the end encouraging them to share with their friends or subscribe via email list — so make sure you include this as well!
Summary My goal for this section was to give you some new insight into how hiring a professional blogger can help your business grow. When it comes down to it, hiring someone who knows what they’re doing and how to write good content will always be better than doing it yourself.
44
The Complete Guide to Content Writing for Marketers and Entrepreneurs
James Morris
-7-
Conclusion “It’s not going to be easy, it’s going to be worth it.” - Zig Ziglar
45
The Complete Guide to Content Writing for Marketers and Entrepreneurs
N
James Morris
ow that you know everything there is to know about content writing, you might want to implement this into your own marketing approach. But remember the most important point: don’t be afraid of writing or publishing anything on your blog. The more you write and promote various forms of content, the more traffic you’ll see in the long run. And that’s not all—it can also help you build an audience that will eventually become paying customers. Few Businesses even understand the significance of having a blog and publishing on it. With this valuable guide, you’ll know all there is to writing and getting an audience for your blog. Nobody can hold you accountable for what you write on the Internet. The secret to blogging is to delight readers and make them hang on to your every word. You will be able to do this if you follow this step-by-step guide. Happy blogging!
46
