Step 4: Writing Articles for your Content Strategy

Writing articles is where you’ll be most of the time.

It’s the hub of your content strategy, writing articles is the foundation for all of your digital marketing channels.

5 Top Tips for writing articles

  1. Plan each post ahead of time and where it fits into the greater picture.
  2. Never start writing your posts with the idea to go back to them, more often than not, you won’t. When you start, finish it. You can refine it later.
  3. You might want to start another article off the back of the one you’re writing, go ahead and start the new one halfway through the first but remember the above!
  4. Reserve 15 minutes per article, aim for at least 500 words, that\’s 30 words a minute. Not bad. If you don’t complete it in 15 minutes, come back 5 minutes later.
  5. Listen to music while you write, you’ll find writing tedious no doubt, but you’ll always look forward to your 20 minutes of music time.

I know the feeling that it’ll take too long to write an article, if you actually time it, each one takes about 15 – 20 minutes if it’s planned. Think about how long you spend answering emails or searching for things on the internet. Start with 20 minutes to spare, and finish it 20 minutes later. Keep that in mind and you’ll have lots of content in no time.

Another Tip: Answer someones email in the form of an article with a wider field of view. It’ll add to your content, often others will be looking for the same answer and you can reply to the email with a link that makes you look like a leader in your field.

Stick to your plan and you’ll have a number of articles out in no time. If you are worried about the quality of your writing then don’t be. The passion and knowledge you have for your business area will shine through and that’s what people want to read about. Your writing will get better over time so you have to start.

Don’t Mix Fact with Fiction

Try not to talk about how you can fix the problem or how if you were in charge, things would be different. People want to find out the issues from a non-biased source they can trust and rely on so be factual about your writing.

By all means add opinion pieces but separate them from the factual statements and make it clear that is is opinion. As time goes on, add more opinion pieces on various topics to cement your thought leader position.

Whatever you do, give fair analysis of things. Don’t sensationalise. Please don’t moan about something and criticise for no reason. You will only lose trust from your audience and come across as whiney. Never write angry!

Write for your customers

As far as writing for SEO is concerned, try to predict user searches and your customer wants. Write your title in a targeted way and make sure the keyword your article is focused at is prominent throughout the article. I always try to use a intriguing title with the specific keyword in, a sub heading which is compelling and I try to stay on topic as closely as possible.

But the best tip here that you will already know (and is true for all marketing):

Always Write for Humans, Write for your Customers

If you focus too much on rankings, then whenever someone potentially lands on your page, it will be useless on them because it won’t make any real sense and won’t hold any value. What’s more, if search algorithms change, then your focus might actually do nothing for you, or worse, penalise your site. the Inbound Marketing way of digital marketing uses content as it\’s foundation to be shared across lots of different mediums, so make sure it’s the best it can be for your readers.

Writing for humans isn’t all that easy though, you will get better in time. Try not to use difficult language, although your audience may be very well educated they’ll be scanning your content 90% of the time and therefore using about 5% of their brains to process it. ┬áIf you can make something humorous, then do, but don’t aim for funny, it is too subjective and your content isn’t. Create well formed paragraphs that are in bite size chunks, people like to know when they can stop reading and it creates reassurance. Once you’ve written your amazing content, save and take a look. Make sure it all looks nice, is easily readable and well laid out.

So now you’re writing the right content (at least we think). Now it’s time to spread the word on social media.

Step 5: How to Use Social Media in Your Content Strategy