Marketing Ideas

Right Message at the Right Time

GCMD Strategy Data Driven Design & Marketing

Marketing Articles


Writing Irresistible Blog Articles Your Customers Will Crave

Posted by: Alexandra Heseltine - Monday, September 10, 2018
 
 

Writing an irresistible blog article that attracts the right customers and is found in searches is no easy task. In fact, it’s becoming more challenging as customer behavior changes along with search engine algorithms.

A successful blog article not only appeals to your customers but builds trust and contributes to the sales process. Below are our best tips for blogging success.

Planning Your Blog Article

  • Know your audience intimately. What are their interests and passions? Where do they get their news? What are their basic demographics? How can you add value to their life?
  • Create content worth sharing by providing valuable information that your customers crave reading.
    • What solutions can you offer them to alleviate some or all of their pain?
    • What questions can you answer for them?
    • What tips and tricks can you offer that would make their life/work less painful?
  • Identify a keyword or keyword phrase used by customers that are looking for the answers to painful questions that you can provide in your blog article.

Creating Share-Worthy Content

  • Give a lot of thought to the title of your article. It needs to work for search engines and appeal to your customers at the same time. This is not an easy task so take some time to think this through before publishing the article.
  • Structure the article for easy scanning by readers by implementing the following steps:
    • Intro paragraph with an attention grabbing sentence or two.
    • Tell a story that creates a connection with your audience.
    • Break up the content into bite-sized paragraphs with a subtitle directly above (use h2 tag / subtitle). This approach will allow your reader to scan your article for information that interests them.
    • Include a Call to Action in the closing paragraph. This could be for an offer or simply, “give us a call” or “reach out to us” with a link to your email address.
  • Use a conversational writing style. The writing will read like a two-sided conversation where the writer anticipates questions and provides answers similar to a conversation. This takes a little practice but can be very effective in developing an engaging audience.
  • The article’s URL is often auto-generated by the blogging platform to match the article title so consider how you want the URL to read. Depending on the blogging platform, a URL might be modified to a shorter version of the title but still include the keywords or phrase.
  • Use keyword or keyword phrase in page title, H1 Title and once or twice H2 subtitles. Google has gotten a lot smarter about reading written copy for content and deciphering the meaning of a paragraph or article. So words that have similar meanings as your keyword or around a specific topic can also be an effective SEO strategy for a blog article.
  • Sprinkle the keywords or similar words throughout the article. Mentioning the keyword two or 3 times in an article of 750-1,000 words is a good idea. Don’t use keywords more than 5 times in a very long article or your article might be penalized by Google for keyword stuffing.
  • Longer is better for articles and SEO. Because there is so much information online, Google is strongly favoring websites with quality, original content and longer, authoritative articles. That means, short articles with just a few paragraphs are likely to be overlooked by Google in searches.Articles with 1,500 to 2,000 words are showing up best in searches.Backlinko.com states that the average Google first page result articles contain 1,890 words. Yes, this is a long article but articles that are around 1,000 words should have a chance of showing up in search if all the other SEO factors are in place.

Blog Writing Final Touches

  • Images play a big part in visually making articles interesting and worth sharing.Using images also provides an opportunity to bury keywords within an article using the Alt Tag tool. Articles with an image once every 75-100 words got double the number of social shares than articles with fewer images. (Buzzsumo, 2015).
  • Meta Description may still have some SEO value, although this is debatable. The thing to keep in mind is that in searches, the meta description shows up right below the title so carefully crafting the article description can entice a reader to read your article. Meta descriptions can also include a call to action to encourage a reader to click on the link or simply reach out to your business directly.
  • The last thing to consider is the rise of AI (Artificial Intelligence) in marketing.Articles need to be written for voice search as well as SEO.Consider this stat from 2015: 60% of smartphone users who use voice search have begun using it within the past year ( Search Engine Land).Voice search is expected to explode with the use of devices like Siri, Amazon’s Alex and Microsoft’s Cortana. In 2015, voice search for Siri was 37%, Cortana 23% and Alexa at 19%.

If blog writing is still a daunting task for you or you don’t have time to blog, reach out to us. Our content writers would love to create share-worthy blog articles your customers will crave to read. Send us an email at Design@GCMD.Agency or give us call at 207-464-0016.



 Alexandra Heseltine | Marketing pro and creative director with over 25 years experience working with mid-sized to larger businesses and non-profits with experience in the construction, legal, banking and B2B sectors.
 
 

We'd love to hear your thoughts.

 

Sign Up for trending marketing tips

You will receive quarterly promotions and news. Unscubscribe with one click.

Drop us a line