There are many articles on SEO sites that focus on the tricks and tips for writing SEO or search engine optimised content This article looks at the overall process of how to organise and write a quality content article, which can then be used for business blogging. This article also provides links to other relevant outside articles and to blog posts on this site, that cover in more detail some of the different aspects of SEO.
The different subheadings of this article are as follows;
- The Writing Process
- Just Write…
- Adding Images
- Editing the Article
- Reviewing the Article
- Promote Your Blog or Article
The Writing Process
The biggest challenge once you’ve completed your research and decided pin keywords, is to start writing. In the famous words of CS Lewis once you start writing – you can literally make anything happen.
In his own article, on writing blog articles of 2,000 words in under 2 hrs, Neil Patel outlined the percentage of time that should be spent on each of the following aspects of a blog (or most writing really).
As you can see from the pie chart below the planning side (that’s all that time spent searching for keywords and reference links) should amount to just 15 % or roughly 20 minutes in a 2hr schedule, such as the one that Neil is suggesting. This is however only slightly less than the time suggested for writing which equates to 24 minutes.
In his article Neil doesn’t state whether the 2 hours is to complete writing a draft, or whether it is for the finished project, which would require nearly an hour of editing and proofreading. Either way the point he is making is that writing content is not just about typing words onto the screen.
In total nearly 65% of the time in this model is given to formatting, editing and revising drafts.
Just Write ….
Once you have a rough outline of your article the easiest way to write is not to stop. Don’t worry about editing, spelling or formatting until you have completed a train of thought. Let it flow and try not to get in the way of your thought processes as you write it all down. There’s plenty of time afterwards (65% of your time) to make everything look nice and readable.
If you are struggling for inspiration you may want to read this article on overcoming writer’s block. The article explores some of the most commonly used tactics, by writers to get the creative juices flowing again.
The written word is important in a blog, but it isn’t the only form of communication that is available to writers.
Sometimes pages of plain text can become difficult to read and many people skim over articles looking for something to grab their attention. Headings are one way in which to grab attention but this is also where the use of images, info graphics or even video content can be very useful. In this article there are a number of diagrams, which hopefully enable readers to understand the process that I am describing.
The common link between all the images in this post is that they link into the theme or topic of the blog. They aren’t just there for the sake of it. Having said that there are some exceptions when the image may not link directly to the topic
Sometimes if you are writing about something that is quite heavy going or complex, images can be a good way to inject a bit of humour, and give the reader a break, without them wandering off to another website. The image still serves a purpose though and supports your blog, it isn’t just a random picture.
So having written your draft article, included your keywords and added the images it is now time to get it ready for sharing publicly.
Editing the Article
If you work in a larger organisation it is easier and sometimes more effective to have somebody else proof read your article.
A fresh pair of eyes are more likely to read what you have written, rather than what you had hoped was written. If you do have to edit it yourself try and give yourself a decent break between finishing the article as a writer and then reviewing and editing the work.
In the famous words of one writer –
Write drunk; edit sober - Ernest Hemmingway
Reviewing the Article
You might be mistaken for thinking I’ve just written about this, but there is a difference between editing and reviewing an article. Editing can often be done using software such as spell and grammar checks, however reviewing requires restructuring sentences and ensuring that your message is consistent.
Keywords come back into play at this stage because you need to check that your message is consistent with the headings you’ve used, so that if your reader looks at the heading does it give them what they would expect?
For example this heading is called reviewing the article, so naturally that’s what you would expect to find information on. But if I started writing about promoting your article on social media that wouldn’t fit the heading, and your reader could possibly spend most of their time thinking “but this isn’t anything to do with reviewing an article”.
At this stage it is also an opportunity to ensure that the content flows, and that you’ve made yourself clear.
- If you have provided instructions for anything in your article can you follow your own steps or guidelines when you read it back?
- Are there pieces of information that might give the reader a bit more insight or context, to assist in their understanding.
- Sometimes when we write on a topic we are familiar with, we can jump steps and assume that the reader has the same level of experience or information about a topic that we have.
Even at this stage it doesn’t have to be perfect it will always be available to edit and amend even after it is online. Once you are ready with everything then you can press the magic button.
Promote your blog or article
So there it is, your blog post is complete, it looks and reads great and is now out there in the big bad world wide web. So who is going to read it?
With just under a billion web sites out there currently, it is important that you let people know that you have just added to that number. So this is where your marketing and social media skills are used to make sure that you let readers, and/or existing customers, aware of the article and where to find it.
Remember with many business blogs the ultimate aim is to take readers to the pages where goods can be bought. So the blog article itself is not always the end product, it is actually part of a journey that you hope readers will take.
And even when your social media tweets and emails have been sent, don’t forget to keep the article live over the next few months. You can do this in a number of ways using one or more of the following ideas.
- by linking the new articles that you write back to your old one,
- by resending new tweets which are linked to this article
- feature an older blog post every so often on the front page of the company website.
- write comments on other relevant industry blogs, and include a link to your article.
Hopefully the initial time invested in writing one article can be maximised, through a number of different ways. This way your business will continue to see the benefits of your work for a long time to come.
This article aimed to provide an overview of writing an SEO content article, there are other articles on this site that provide further information on some of the topics covered here, these are.
If you have any questions at all please feel free to leave a comment and I will reply asap, and if you have any experiences or observations on this topic I would love to hear from you.
Finally if you are interested in setting up your own website and learning more on the topic of digital marketing, then this article on Digital Marketing at Wealthy Affiliate University may be of help.