Writing a quality article for a blog is not easy. But without posts that add value, we will not be able to attract quality visits, and therefore, make our blogs profitable.
For this reason, in this article, and as a continuation of the post “How to create a blog from 0“I’m going to explain what content marketing is and how to properly structure an article. I hope you find it interesting!
What is content marketing or content marketing?
When we talk about content marketing we refer to the promotional strategy that uses the creation and publication of original content of value as the means to capture and attract the interest of users, position its author or authors as references in a topic, specialization or sector, generate trust and achieve loyalty to your audience.
This content should not be advertising. It has to be useful and relevant.
The majority of companies or professionals who opt for this strategy employ a blog as a communication channel. And in it, they publish the content as articles.
And like any strategy, content marketing must be accompanied by marketing objectives. Some examples of quantitative objectivess can be:
- Get 1,000 subscribers in a month.
- Achieve 3 inbound links to our blog per month.
- Receive 5 requests for a quote for a service in a month.
- Billing € 1,000 per month for the sale of infoproducts.
- Sell 1 sponsored post a month.
What is a post or an article?
A post It is the entry where a topic is exposed and developed, appearing published on the blog in chronological order, the last being the most recent. They are archived or classified into categories and in them it is possible to make comments or share them on social networks.
The content calendar
Before starting to write articles, and depending on the objectives of content marketing that we have decided, we have to carry out the content calendar.
In it, different aspects of each article must be specified: the objective, the keywords to be worked on, the publication date, status … In this way, we will have a global vision of the planned content and we can see if we are alternating topics and objectives.
As for the publication frequency, the ideal is 1 or 2 times a week, but possibly if the blog is by a single author, it will be difficult to maintain this rhythm.
We must not only create new articles. When the blog already has a history, it is time to rewrite old articles and eliminate those that do not generate visits, are outdated or simply do not add value.
In a blog, quality is always preferable to quantity.
The structure of an article or post
Next I am going to explain all the elements that we must specify when writing an article for a blog.
- Post title.
The title should arouse interest and attract the reader. If you do not know how to raise it, I invite you to read the article “How to write a perfect headline “.
- Objective of the article.
Every article must be written with a clear objective: branding, lead generation, SEO, loyalty, etc.
To rank the content, you have to classify the articles into categories according to the topic, for example: content marketing, social media, seo, etc.
Each article will fall into one or two categories at most.
Every post has to be structured internally, and for this we will use subtitles.
They help the reader to get a prior idea of what to find in the article and make reading easier.
Highlights are quotes or key messages that you want to highlight in the text but are not subtitles. They help convey the key ideas.
After publishing the post, it is time to energize it on social networks. Therefore, it is convenient to write at least 5 tweets that we will later share on Twitter.
- Abstract / Extract.
The abstract or extract is a synthesis of the article of 2 or 3 lines. Some templates allow you to display it. It must awaken users’ interest in wanting to read it.
The first paragraph of the article must briefly state what it is going to deal with, contextualizing the topic or providing information of interest and including an invitation to continue reading.
- Text or body of the article.
The body of the text is where the subject will be argued and presented. It must be written clearly and avoid paragraphs or sentences that do not add value.
I recommend avoiding sentences and blocks of text that are too long and complex. You can help yourself with the lists or enumerations. This makes reading much easier.
Regarding the extension, if the objective is to help the positioning SEO, I recommend one minimum length of 800 – 1,200 words.
- Close + Call to Action.
The last paragraph of the article should invite the reader to take an action, for example, leave a comment providing their point of view or to count on the company to request more information regarding the issue raised in the article.
You can also include some conclusions by way of closing.
To make the article more visual, it is advisable to include at least one image per 600 words that illustrates the content.
To find them, image banks such as Adobe Stock or Pixabay can be very useful to you.
If one of the objectives of your content marketing strategy is to improve the SEO positioning of a page or of the blog itself, I recommend that you take into account everything commented in the article “How to optimize an article for SEO“. It will be very useful to you!
I hope that with all this information it will be much easier for you to create valuable content to enhance your content marketing strategy. The next step will be generate quality visits. How to achieve it I explain it to you in the article “How to increase traffic to a blog“. It will surely also be of great interest to you. I read you!