Content Assets

Content is like fuel. Without it, your business won’t get very far very fast. Content can create connections, make friends, persuade and entertain. The ability to articulate your company’s narrative, insights and compelling solutions can make or break your business. If no one knows you exist, you don’t really have a business. Writing compelling articles isn’t just about penning your thoughts. It’s a structured process that merges creativity with strategy.

Research Proven Article Topics

When we work with clients, we spend some time on the research process – to find angles, perspectives and ideas that will bring something new to the table. Articles must be relevant, helpful and capable of sparking interest. Finding topics that check all these boxes is down to an effective research process.

Trend Analysis – What’s in and what’s out in your industry? Tools such as Google Trends or social media trending topics can reveal subjects currently capturing interest. Not all articles should be written on trending topics – one or two handpicked pieces is enough. Most of your content should be evergreen.

Audience – Use current or past surveys to identify the topics important to your customers. If you don’t have any customer data, you can review content from your competitors and read comments and note down any questions asked or topic angles that could be a potential topic to write about.

Competitors – Explore what topics your peers are covering and identify gaps you could fill

Keyword Research – Identify long tail keywords which have a modest search volume and low competition

Brainstorm – Sometimes the best ideas come from within. Set aside time for creative brainstorming (at your most creative point in the day) sessions to generate unique perspectives.

Plan Article Content

Every article must have a clear purpose. Whether you aim to educate, entertain or persuade, knowing the why behind your writing steers the direction of your content.

Content Blueprinting Techniques

Outlining – Begin with a rough sketch of major points and sub-points you want to cover

Mind Mapping – Ideal for visual thinkers, mind maps help you expand on ideas and discover potential connections or tangents

Storyboarding – More visual in nature, storyboarding lets you arrange your content as a narrative, ensuring a natural flow from start to finish

Article Structure

The foundation of a strong article is found within its structure.

Headline – The headline should capture interest and effectively summarise the contents, piquing curiosity without being clickbait.

Introduction – Create a hook that grabs attention, followed by a succinct outline of what’s to come.

Body – The meat of your article, featuring your main points supported by evidence, examples and expert insights.

Conclusion – Parting thoughts which can include a call to action for readers to engage further with your content or brand.

Craft Each Paragraph with Intent

Clear Topic Sentences – Each paragraph should start with a clear topic sentence which relates back to the articles purpose.

Logical Flow – Ensure that one idea leads onto the next, in a sequence that’s easy to follow.

Transitional Language – Use words and phrases that guide the reader through the article, signposting changes in thought or direction.

Painting with Words – An Intriguing Narrative

The language of your article should match the tone of your brand and the preferences of your audience. Always strive for clear, concise, and compelling writing.

Incorporating real life examples, case studies or narratives can transform dry facts into engaging tales that readers can relate to.

Don’t forget the power of visuals too. A picture paints a thousand words. Infographics, photos or video content can really add weight to a piece of content, breaking up the text and making the article more digestible and easier to understand.

Making it Stick – Best Practices

Content should leave an impression on the reader – an insight, a story or a learning point. It should also be optimised for search.

Keyword Placement – Integrate your chosen keywords naturally throughout your article, paying special attention to headers, meta descriptions, and the opening and closing paragraphs.

Linking Strategy – Both internal and external links serve as credibility indicators to search engines. Use them sparingly to enhance the authority of your article.

Mobile Readability – With more readers accessing content on the go, you article must be optimised for mobile devices.

Quality Assurance

Editing and Proofreading – An article riddled with typos and grammatical errors detracts from its message and your brands professionalism. Consider professional writing and/or editing services, or at the very least, multiple rounds of review.

Fact Checking – Misinformation can be damaging. Double check statistics and any factual claims before publishing, citing sources where necessary.

Delighting the Reader with Readability

Writing articles that are readable can mean the difference between a reader who skims and one who engages deeply. When an article is readable, this means that it’s easy to understand. 

Considerations for Readability

Sentence Length – Vary sentence length. Mix short, to the point sentences with longer, more in depth ones.

Paragraph Length – A wall of text is a readers worst nightmare. Keep paragraphs concise and focused on a single point.

Lists and Bullet Points – These tools can help organise information and make complex details more digestible.

Grade Level – Use tools such as the FSK score to measure readability. Aim for Grade 8 or lower.

The Final Touches – Publication and Promotion

Publishing your article is just the beginning. To reach a wider audience, you need to leverage distribution channels, such as email newsletters, social media platforms, and industry forums.

It’s also important to measure the success of your article, using tools such as Google Analytics (if the article is posted on your website) to track page views, time on site and other important metrics.

Encourage comments and dialogue. Reader feedback can be a goldmine of insights for future articles.

Writing articles that stand out is part art, part science and a lot of trial and error. As with any craft, practice makes perfect. Refining your writing skills will help you attract and retain readers and position you as an authority and credible source in your industry.