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Being a good writer can be exhausting, even if you are a top industry expert. When writing for your own blog, you can take a break or put a topic you wanted to write about on pause to do more research, or simply to think about it longer.

As a professional content marketing writer, you cannot afford that, because your assignments have deadlines that customers expect to be met, and missing one can lead to big issues with the company’s content plan and even overall marketing strategy implementation.

Good news – since content marketing is not exactly literature, you should pay more attention to skills and expertise than inspiration and creativity.

Knowing what makes a good piece will help you write one, so let’s try to figure it out

What makes a good article?

There is no ultimate definition of a good article. It will vary for different companies, but knowing the audience and the business goals your clients want to achieve will help a lot.

Even though the best performing blogs can be very different, here are some common features:

1.    One topic and solution

It is a lot easier to keep your reader’s focus when you don’t lose it yourself. Stick to one core topic and even if it’s a complex one, keep the core theme and don’t dig too far into sub-topic details.

2.    The flow

One sentence should lead to another, and paragraphs should flow in a sequence that makes sense. For example, if you are describing a pancake recipe, first describe the ingredients and only then talk about the mixing and swiping techniques.

SEO3.    SEO optimization

All the good stuff must be highly visible, so don’t miss any opportunity for your article to be easily found. Optimize your marketing content for search engines by including metadata and keywords.

4.    Clear structure

The content of your blog must be informative but also easily understandable. Shorten your sentences and avoid confusing grammar constructions where possible.

Jane Rosenzweig recommends:

“Make sure people are doing things in your sentences, unless you don’t want them to be doing things.

Consider the difference between these two sentences:

All managers should approve and submit expense reports by Friday at noon.

Expense reports should be approved and submitted by Friday at noon.”

You can also help readers follow your thoughts simply by organizing and formatting your text in a logical order.

What is the blog post structure?

1.    Headline

This is the part of your article that determines whether readers will even give it a chance. It must grab their attention and provoke them to click on it, but make sure you’re clickbaiting in a responsible way – you must deliver on the promise you made in your title.

2.    Opening (introduction) and lede

Here is where you describe the problem and lead to the topic. This part only builds interest, it doesn’t provide the solution, so it’s important to keep it sharp, catchy and short. Sometimes it’s difficult to hit it before actually writing the main information, so you can try leaving this part for later. A before starting to write.

Optimizing meta titles and meta descriptions plays a powerful role in your SEO.3.    Body

This is the main part of your article, where you provide information. Don’t drop everything in one paragraph, though – structure the text using sub-headers and lists.

4.    Conclusion

The main reason you started writing is not just to share valuable information. It’s because the company expects to achieve certain business goals with what you write. Whether it’s a specific action, opening the next article or just a minute of thinking about the topic, we want the reader to stay for a bit longer. Make sure you .

In Summary

Driving better results from content marketing is a lot easier if you not only know what but also how to write. Learning the basics of copywriting and marketing, with a backup of topic expertise, will allow you to create content better and faster.

Need help?

If you have a content marketing program or are planning one, download our eBook 100 Mistakes Businesses Make When Starting, Optimizing and Scaling Content Marketing Programs.

This eBook will walk you through the mistakes of hundreds of other companies and the challenges they faced in implementing their content marketing programs. To learn more about how Tempesta Media can help you streamline your content creation process and deliver quality content at scale, contact us today.

Alexandra is Tempesta Media's Content Creator and Influencer Community Manager. Her main focus is on helping the Content creators to not only have all the tools and instruments they need but also know how to find and use them. After studying linguistics and pedagogics, career path brought her to nurturing and educating customers on an e-commerce platform before it became mainstream in marketing.

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