With a “content writer” in every nook and corner, creating average content, and ChatGPT as a go-to resource for creating content for every topic, there is an Amazon of content on the web. But the question arises, what kind of content? In this era, there are very few marketing agencies following content writing best practices and saving the world from bad content.
If you’re a content writer, you’re likely aware that the internet is flooded with blogs and articles—many of which fail to stand out. Businesses and brands often leverage this content to ensure their pages appear when consumers search for products or services online. Ranking well in search engines is an effective way to boost brand awareness and generate leads. But why do some blogs succeed in ranking while others fall short?
This is your Zero Moment of Truth
Jim Lecinski, the Vice President of Sales for Google, introduced the concept of the Zero Moment of Truth (ZMOT) to explain how the internet has transformed the way we make purchasing decisions. ZMOT refers to the critical moment in the buying process when consumers actively research a product before making a purchase. Lecinski argues that digital media has fundamentally altered the consumer’s decision-making journey. Now, before making a purchase, consumers dive into research, exploring a brand’s content, media, and campaigns.
To capitalize on this shift in consumer behavior, mastering the art of content marketing becomes essential. It is easy to master the art of content marketing if one is mindful of its components when writing. If as a writer you understand who your target audience is, what their needs are, why they would want to read your article, and remember the message you are trying to convey, yours can be the next article ranking the search engine.
Let’s understand the not-so-secret sauce of content writing.
- Whip up an Appetizing Headline
Say you get 100 people to visit your blog. On average, 80 of them will read your headline copy, but only 20 will read the rest. So you must ensure that your headline hooks the reader. It has been found that approximately 65 characters (about 11 words) is the sweet spot for headline length. Headlines containing instructional phrases like “you need to know” and “why you should” are most likely to be shared on Facebook.
A good headline will explain to the viewer an idea about what to expect, such as “how to improve your marketing.” A better headline would be “how to do better marketing for small businesses.” This establishes the target audience for the content. You can further make your headline even better by creating a niche, “How to do social media marketing for SaaS startups”.
Your introduction will tell the reader if the headline was a clickbait or the article is going to deliver what it promised. Therefore it is imperative that you lay down a good outline, setting the tone for your article. Your introduction’s tone should reflect your brand message, voice and values.
Use your introduction to promise what is to come and make sure your piece delivers it.
- Develop a crispy outline to stay on track
After you have decided what and how you want to write your article it is important that you form an outline. A clear outline helps you write a more useful, well-structured article. An outline will give direction to your article and maintain the flow for your readers.
For instance, if you are writing on a niche topic, say types of digital twins, you can create an entire flow from part twins to product twins to asset twins to system twins. This will tell your audience that you have a good knowledge of the industry and make your content reliable. To further authenticate your information, search for relevant third-party sources and existing content on your site to refer to in each section (and subsection).
- Add the Michelin Star of Trust to your Content
If you’re in an obscure niche, it is extremely difficult to establish yourself as an industry expert. You will find that there are likely hundreds of articles covering topics similar to yours. Then how do you stand out from the crowd? How do you make your content trustworthy? In my last article The Ultimate Content Marketing Guide for Tech Startups we spoke of how you can establish yourself as a leader in an industry as broad as tech. As I said before, once people know your content is well-researched and authoritative, they’re more likely to trust it.
It takes time for readers to develop trust in your site as a reliable source for industry information. Support the points in your content by linking out to authoritative sources. Linking to mainstream media sources, government sites, universities, and high-profile brands could make your content writing more credible. If a high-authority site like the New York Times links to your content, that’s a great sign people can trust you. As a bonus, it can help you rank better in organic search.
- Narrow your Target Audience and Cater to them
One of the first things I was taught in content writing was to understand the target audience. Only when you understand things from your target audience’s perspective, will you be able to deliver as per their need. For instance, because you’re searching for tips on content writing, I can make informed guesses about you. Chances are you work in marketing or create marketing-related content. If I tried to write for all those possible audiences, I’d likely not hit the mark for any of them, thus reemphasizing the need for narrowing down your target audience.
Once you know your target audience, you have a fair idea of their pre-existing knowledge base and what information they would likely search for. This allows you to form more logical arguments around industry-specific topics, write copies that flows naturally, and provide your readers with clear takeaways.
Remember, if you’re writing for everyone, then you’re writing for no one.
- Provide the Flavors your Readers Crave
Imagine if, instead of specific tips, I just wrote 2,000 words about why it’s essential to have great content but never told you what it looks like or how to do it. You probably wouldn’t come back to my site in the future if that happened. As I said in my earlier article, a great way to deliver to your audience is crafting valuable content for your audience.
You can search for the top ranking keywords and phrases on the search engines and understand what your audience is looking for. Then you can create topics around this. Most likely there already is enough information on the internet on that topic. Then what will be your differentiator? Be the one-stop solution your reader craves. You can combine the information that your audience would be looking for, add value to it, give it a good flow and make it such that once the reader comes to your page, they don’t have to open another tab on their browser.
- Add the Secret Ingredient
There would be at least 10 blogs for each topic that you curate. Possibly because the business that you are writing for wants to create a blog just like their competitor did. In such a situation, how do you ensure that your content stands out from the rest? As my mentor would say, you create GOAT content. To make your content GOAT you need to assemble all the information and make it Gratifying, Original, Authoritative, and Thought-provoking.
If you think about it, why would you read something if you don’t find it gratifying or original? How will your reader be convinced with your content if you are not authoritative? Why would you stick to the entire article if it does not intrigue you? Thus, you need to ensure your content is GOAT to stand out in the vast ocean that is the internet.
- Top if off with a Compelling Call To Action
Your content writing goal should be to ensure that your readers learn something valuable. A good way to ensure that your audience gains value is to spell out exactly how to do whatever you’re talking about. Listicles are likely to get an average of 218% more shares than “how to” posts and 203% more shares than infographics.
If your reader learns something, there’s a better chance they’ll share it and come back to you in the future. They might even sign up to your mailing list or download gated content.
While creating good content is imperative, it is equally important that you understand the importance of SEO. The best way to find new readers over the long haul is to earn a spot on page one of search results. To rank at the top, you need to understand the most important ranking factors and understand the nuances of SEO. Apply on-page optimization tactics such as writing informative non-clickbaity meta descriptions for the search engines.
Successful content writing is about more than just filling space on a webpage. It’s about delivering meaningful, well-crafted content that speaks directly to your audience’s needs and interests. By implementing these best practices, you can create content that not only ranks well in search engines but also builds trust and loyalty among your readers. Remember, the true power of content lies in its ability to inform, engage, and inspire.