Want to write engaging content? It’s part art and part science. Let us show you how to do it the right way!
The first step to creating engaging content begins with planning and research. Think of the questions people might be asking and where your business can provide the answer. Those questions are keywords. Begin by brainstorming topics related to your business. Write them all down and then think about the questions they might ask and variations on those topics.
Consider using SEO tools like Semrush or HubSpot to research keywords. You can search your competition to see the keywords they rank for and brainstorm ways to create more valuable content. On Google, type variations of your keyword and see what queries are auto-filled as suggestions. This will help you understand what people are already searching for as you plan your content.
Stick to What you Know
When you started your business, it was because you were passionate about it, right? Passion is contagious and customers can tell when you have it. By focusing on the topics that are a core part of your business, you’ll automatically be more authentic in the content you create.
What questions were you trying to solve when you created your business? Talk about it. Think about the things you wish you knew, how your products or services can make your customers’ lives better and stay there. If you’re going to venture outside of your area of expertise, make sure it’s valuable content. Consider partnerships that can benefit both businesses and generate content with them. For example, if you run a garden shop, consider partnering with a local chef who can talk about how to use fresh herbs in recipes.
Write Conversational Content
Your customers aren’t coming to you for a lecture, so think about your content as a conversation. Avoid jargon and insider language as that can confuse your readers. Think about the times you’ve turned to a resource for an answer and the type of content you found helpful.
One easy way to think about writing engaging content to imagine your ideal customer sitting next to you. How would you answer their questions? By thinking about your content this way, you’re more likely to remain engaging and strike the right tone.
Get the Technical Stuff Right
Great content is more than just the words on the page. Getting the technical components, including tags, meta descriptions and links right, can help more people find your website. Below, we’ll share the technical elements to
Heading 1 (H1) is the main headline sitting on top of your page, introducing your content to the reader. Your H1 should be between 20-70 characters and convey the overall message of your webpage. You must use only one H1, but it can be similar, if not the same, as your title tag. However, if you are writing on a WordPress theme that displays your title tag on the page, make sure your H1 and title are at least somewhat different. Duplicate content is a waste of a semantic opportunity.
H2, H3, Etc.
Your Heading 2 (H2) is used at the start of each subtopic and should ideally contain keywords adjacent to your main keywords in the title tag and h1. Your Heading 3 (H3) is used at the start of each sub-subtopic, and so on. Think of headings as a hierarchy based on importance with h1 being more essential and overarching than the below.
Linking gives those reading your blog the opportunity to go to other web pages, either external or internal, they might have an interest in. Linking has two purposes within a piece of content: to provide references so the reader can verify any claims made or to give chances for your audience to read other pertinent information.
As you include links in your content, pay special attention to the anchor text, or the text you are linking. When linking to another page on our site or a client site, keywords are key! The anchor text should provide information about the subject matter you are linking to.
External linking connects anchor text to web pages outside of your when mentioning the source material. Not only should you link to external pages to prevent plagiarism, but it also helps the reader and search engines understand your content more deeply.
While not all pieces of content need to include external links, they all should include internal links to pages on your site. Internal linking refers to actual text links within the content that leads to other blog posts or pieces of content within your website. Internal linking won’t pass authority to your sites like an inbound link from another site like news publications or educational sites. However, internal links:
- strengthen your site structure and integrity
- improve dwell time
- reduces bounce rate
- distributes page authority throughout the site
- enhance the crawlability of the site
- increase the indexation of all pages
- increase overall page views across the site
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