Writing an epic essay requires attention to several factors at once, which can confuse the writer. Learn now what steps to take to create a masterpiece, prioritizing quality and productivity!
We know that writing good articles for the web is not a simple task. After all, there are several details to which a copywriter should look for, such as persona type, sales funnel stage, grammatical and spelling quality, content accuracy, call-to-action appropriate to customer needs, among others. So how to write an article with mastery?
To help you get organized with all this, we’ve put together a detailed step by step that every web copywriter should follow. Come on?
Read the agenda carefully
There is no way to start writing without knowing some relevant information about the content of the content to be produced: the subject of the text, the type of reader desired, the tone of the language, among others. All these are fundamental features for the elaboration of a text coherent with the needs of its client.
If necessary, copy and paste the general description of your staff into the same publisher you are using to produce your content. So you keep your writing more focused on the writing instructions of the text and do not forget your details and suggestions as you work out your material (just be sure to delete before delivering, huh?).
Remember that content is part of a much larger customer strategy, and that you should contribute as a copywriter to a final goal of attracting consumers of products and services.
So never write a text with only the title reference: however much your pitch (or pitch) is apparently not related to the client’s immediate business purpose, it is important to know where your text fits into this story before you start writing.
Understand who you are
To whom is your article intended? Who will be your likely reader? The answers to these questions will define the tone of your language, the type of vocabulary used, or even the way the content is presented.
By summing up all the information available to the public, a very useful practice of content marketing is to create a semi-literal representation of your reader.
It is as if it were a character who had an average of all the characteristics observed in his audience. To this representation, we give the name of person.
A company can have more than one person. So, even if you already know a particular client, pay attention to the person described in the agenda to write the texts properly
Know the customer better
Speaking of knowing the customer, what do you know about the product or service that your customers offer? Can you imagine the importance of your text to his sales strategy?
It is fundamental to visit the company’s institutional website, social network profiles or even your blog, to perceive characteristics that should be present in your text.
This is a tactic that can save you a lot of review and research time. In addition, you can find several important posts for your text, either to include them as a hyperlink, or to have them as a reference!
Watch out for keywords
Typically, keywords on a staff line should be strategically placed in the text. After all, they have been carefully researched to ensure the best chances of ranking the content on search sites, as well as targeting their writing to get closer to the customer’s ultimate goals.
So do not neglect this part! On the Rock Content platform, for example, keywords are so important that the system itself prevents the delivery of a task without the inclusion of the requested terms in the body of the text.
So when writing your article, you should plan how to fit these words throughout the text in a natural way, without letting your presence appear in a decontextualized and forced way.
Research from the guidelines suggestions
Typically, the wording in your text contains preliminary research references. These are valuable sources: in addition to being reliable, they tell a lot about what the customer (and the reader) expects from their text, what concepts should be used as a reference, and other information relevant to production. So it is best to start your search from these pages.
But attention: your text should be 100% original! To avoid duplicate content, the Rock Content platform has an efficient plagiarism identifier, which alerts copywriters and moderators about the copy of any excerpt on the web.
Complement your research
Referral links serve as a good start, but do not restrict yourself to them. You can even do this and have your text approved, but it sure will not be a sufficiently original and amazing article for the client.
Overdelivering is a great way to improve your reputation as a copywriter, gain more respect from your co-workers, and keep getting interesting and challenging prompts!
But how do you complement your research? Well, that depends on the type of content you need to write about. You can do targeted searches on search sites, Google Scholar, SSRN, institutional sites, with friends and even online discussion forums.
What is important is that your research be based on rich and reliable sources that have the authority to talk about it and, of course, are relevant to the content being written.
Build the skeleton of your article
Did you research everything you needed to know about it? Have you decided what information needs to be included in your text? Then it’s time to make the skeleton of your article!
One tip that works for many copywriters is to establish the beginning, middle and end of the article. Basically, you write the introduction, in which it presents the problem theme, includes the sections, excerpts and intertitles of your text; Finally, it includes the CTA according to guidelines of the agenda.
Note that, at this stage, it is not yet necessary to faithfully elaborate each of these excerpts, nor even write in that order. If ideas or creativity are missing, start with the most important part of the text in a summarized way, then plan your introduction and conclusion.
Do not worry about the details now, you can develop your approach better later. Just sketch the path you plan to go through during writing to guide your production and that’s it: you already have the skeleton of your text!
Use intertitles in your favor
The intertitles in your text are not only a way to facilitate reading, but also to direct your writing. When someone searches for information in a text, this person will probably consult the text intertitles to locate it.
This feature should come into play when selecting different parts of the text, entering a new topic, or highlighting a particular subject within your article. If possible, try to use your keyword when typing it. This is an excellent SEO tactic.
Take advantage of the use of interlacings to plan your text, check the best order of each fact, argument, or information, and plan the length of the article so that its sections are relatively uniform.
Give a natural order for the text
Knowing how to write an article also means knowing how to organize. And by speaking in order of information, the arrangement of intertitles will also influence the order of the contents of your text.
It is very important that an article follows a natural and logical order of argument that takes the reader from the introduction (explanation of the problem-theme) to the conclusion (with the CTA). So take advantage of the planning stage of the structure and text intertitles to pay attention to the organization!
Generally, the information and arguments of a text follow an order from the most general to the most specific, or begin with what comes chronologically first.
One hint for crafting an engaging material is to start with a straight hook in the introduction: start the text with questions or promises about the subject of your person’s interest. The important thing here is to catch the attention of the reader, so that he does not feel like abandoning reading.
A simple example: if you are teaching your persona how to take care of your garden, you can approach the reader with questions such as “Would you like to know how to prepare and fertilize the land, fight pests and care for plants with the mastery of a professional gardener ? “. As an author, you know that the reader’s response will be “yes!”, Right?
Then it is a good idea to introduce the solution gradually in the form of tips, steps, technical information or rules. You should already know that breaking all this information into topics is key to good interpretation and scannability.
Finally, it is necessary to close the subject in a didactic and simple way. For this, it is possible to recap what was taught in the text, to remember its main idea, to create new expectations or to emphasize the benefits of its content. Finish your work with the use of CTA.
By following some of these guidelines, it is easier to rate the information in the text more naturally and user-friendly.
Write clearly, objectively and consistently
When writing, have these three words as your mantra: clarity, objectivity, and consistency.
Clarity is closely related to good grammar, as it relates to structuring sentences in a simple way to facilitate the transmission of ideas to the reader. If your text has very elaborate and long structures, this may end up hampering the clarity of ideas.
The same goes for objectivity. Short sentences are often more efficient to convey an idea than very long phrases. Therefore, avoid writing blocks of text as paragraphs with 5 lines or more.
Ideally, you should not submit more than one idea per paragraph, because this strategy allows you to rank your thoughts or information presented in a simple way, as well as helping the reader to have an easier understanding of that subject.
It is also not recommended to use ambiguities, redundant information, inconclusive ideas or insert several subordinate clauses in the same sentence, as this may confuse your readers.
On the web, reading is more objective and dynamic. Any sign of curling is a reason for the reader to lose you in a click.
As for consistency, you must remember that a text must be logical and orderly. This also applies to the elaboration of contents that do not contradict each other. Even if your text explains different points of view on the same topic, for example, you should come to a coherent conclusion about it.
Believe it, you can write great articles with just these three words in mind!
Attention to call to action (CTA)
Call to action is part of the strategy for drafting the agenda of your text. Do not neglect the need to include it in your conclusion.
In general, that CTA has already been approved by the client and is intended to engage readers, bring more clicks to another reference article, or even increase the number of customer followers on social networks.
The important thing at this point is to go back to the agenda instructions on the CTA and see if you have fulfilled what was requested. This will avoid the need for future revisions and reviews, which benefits your reputation as a writer.
On Rock’s platform, this information will be present next to the general description of the task. Be aware, because each text requires a specific type of CTA.
Seek balance between parts of the text
Did you finish your text? It is time to give that general check in the document. In addition to checking if you have the minimum number of words required, how about balancing the different parts of the article? Imagine, for example, a text whose title is “10 tips on how to study better”.
Throughout the essay, it is not visually interesting that one of these tips occupies more than half of the article, and the others are complemented only by one or two sentences, right?
Therefore, try to have greater symmetry in writing, either to wipe out what has already been written, or to elaborate parts that are too concise.
Thoroughly review the text after you
As much as you already know how to write an article, already has the custom of elaborating diverse texts and relies on its ability to avoid errors, it is imperative to revise its text after it has been written.
If possible, take a few hours between the end of the essay and the final review. This practice helps you program your brain to pay better attention to detail. Once this is done, during the review,
- Grammatical and spelling errors;
- Avoid repetitions: abuse of synonyms;
- Include hyperlinks and references to enrich the text;
- Check how many times and in what parts of the text the keyword was mentioned;
- Improve or clarify phrases that have been confused;
- Check that the tone of the language is appropriate for the person;
- If necessary, edit!
Make good use of hyperlinks
Including hyperlinks on a staff is one of the responsibilities of the writer. But it does not mean that it should go around putting links of all the posts that exist in the client’s blog. What makes a hyperlink relevant within a post, when we refer to SEO, is that they are contextualized within the agenda addressed in the text.
So in making an article that brings results, the copywriter needs to be inspired and try to mention relevant subjects that have already turned into articles within a blog. These terms need not necessarily be extensive. The hyperlink works fine, for example, on a keyword or leading to the numbers of a search.
When linking your posts, do not worry about just including content that already exists on your client’s blog. It will often be necessary to justify some specific mention with an article that can prove it. External linking is as important to the relevance of a post as the link building itself.
To write an article expertly review it carefully and make an effort to include a number of hyperlinks that match your size.
Create incredible conclusions
It is very common for writers to make hasty conclusions and this can kill a text. A good de facto conclusion should include points that were mentioned throughout the article and bring them back to the memory of those who read it, but without seeming repetitive. Therefore, it is important to focus on both the conclusion and the introduction if your goal is to catch the reader’s attention.
A lazy conclusion brings some problems to your life and the main one of them is to undermine the efficiency of call to action. Its conclusion must be constructed taking into consideration what will be asked of the reader at the end of the text. So, everything makes sense and it is much easier for him to be urged to click on it by completing the purpose of your post.
Think of it as soon as you start writing the text. Once you know how it will be directed and you are sure of the topics it will include there, you can already start testing some completion ideas.
Be aware of scannability
Scannability is one of the factors that most influence the reader to finish a text. You know this because it probably reproduces, albeit involuntarily, the behavior that causes us to search for scannable texts. When you find content on the internet, we never read it completely for the first time.
On the contrary, we check whether it is relevant and will make a difference in our lives by reading some of its excerpts. A little bit of the introduction, its intertitles and the conclusion. After all, nobody wants to spend ten or twenty minutes in a reading that will be unproductive.
We speak of texts for the internet because they are the focus of the article. But this behavior is reproduced without even realizing it in academic texts and books as well.
Making your text scannable, therefore, is one of the ways to ensure its success. Create shorter, more objective phrases. Put the focus keyword of the text in its most relevant paragraphs and remember to tailor the lengths so that they are not too long.
These changes can cause you to effortlessly create articles with mastery. Over time, attitudes like these will become natural and their work simpler and more effective.
Be convincing in your arguments
Of course one of the principles of a good text for the internet is that it needs to be convincing. But how can you guarantee that?
In most cases, it is a matter of doing good research and finding the data that corroborate your thesis. Every text begins with a thesis, which is what we will defend for the reader throughout our exposition. This thesis is always more credible when we can corroborate it with facts and information from vehicles of great authority.
If you can mention a research that gives meaning to your statements or mention academics and scientists who agree with you, it will be easier to convince your interlocutor of an idea. So be aware of how you construct your arguments and try to support them whenever possible, while still preventing your text from getting dull.
Many data may give the impression that you have copied and pasted information without considering them. Balance that and get convincing and authoritative text without facing major challenges.
Create awesome introductions
The role of the introduction is to make us want to read a text to the end. And this usually takes effect right on the Google search page. The first few lines that appear below a link generally concern the introduction of the article or a section specifically selected by the author to represent it.
When you make good introductions, creating new text to describe the content is not necessary. So that should be enough reason to invest in this aspect of your material. However, even if it is not, you must remember that introductions are what sell the argument of a text.
If you can build them in an interesting and unexpected way, the reader will have more desire to go to the end to know what he will do with his arguments. A good introduction is not something that needs to be repeated many times throughout a text, but rather a background upon which reasoning is built.
Stick to your thesis
Do you remember that we say that all texts begin with a thesis? There is a big problem in those who explore arguments beyond it unless they are contextualized as a way of reaffirming it. If you get a text saying that the egg came before the hen, changing your mind in the end can wipe out all of your credibility.
In Content Marketing we do not have room for mistakes like these. If you contradict or contemplate a different thesis that is being defended just to complete the minimum number of words in a post is a bad idea.
Go deeper into your arguments and try to put them in perspective whenever possible. But never change your thesis if you really want to write an article with mastery.
Look for foreign sources of knowledge
Knowing a second language is one of the strongest weapons a writer has. After all, this opens up a universe of possibilities and references that can be accessed by him from the same agenda. If you are a polyglot, you will soon realize that bilingual life was not fair and deprived you of so many other sources to construct a really compelling argument.
Investing in language study and applying it daily, when looking for support for your ideas is one of those things that will make your life simpler. As a writer, you will soon see that there are not always materials in your language on a particular topic and that it is your role to start a Portuguese library on some subjects.
This will differentiate the content posted on your client’s blog. When you go to the search engines looking for specific information and find that publication that you have created exclusively and on a topic that is not yet covered in the country, it will gain relevance with each click. And this will do well not only for your client’s metrics, but also for other writers who will publish on the same subject in the future and will have you as a reference.
Always try to get as much information as possible before writing a line and, if your specialties require it, always keep studying the other languages you speak. This constant update will help you stay on top of your career.
Following all these steps with care and attention, you can write relevant materials, goals and engagements, and ensure the quality of your texts according to the standards of Rock Content!