how to write an article Archives | Minerva Creative

Attract customers with content marketing

Over the past couple of years, the focus on content marketing and how it plays a fundamental role in the success of brands large and small has grown at a staggering rate. While measuring the success content marketing plays in a digital environment is relatively straightforward, utilising the same practices for the success of your physical business is altogether more challenging. Or, at least, so one might think.

For any business with a physical location – no matter what the industry – capitalising on content marketing in order to increase awareness, footfall and, ultimately, revenue should be embraced as part of any marketing/PR strategy. And, assuming your business already enjoys a digital presence, you can begin to reap the rewards of content marketing almost immediately.

A window on your world

Your website should act as a window into your company, highlighting in comprehensive detail the full range of offerings and expertise of your business. The importance of investing in quality content for your own site cannot be overstated; give potential customers everything they need to know in one attractive package. Done correctly, the content on your site will entice them to visit your location in order to do one thing: complete their purchase.

Content marketing, however, is far more than just the content on your site. To fully benefit from its benefits, you need to turn attention away from your own website. Even more important is the willingness to embrace creativity. Through thinking creatively – both in the content you produce and the ways in which you disseminate information – you will soon find yourself increasing traffic both digital and physical.

Thinking differently

Great content – and subsequently great content marketing – requires careful planning and an investment in time. It also requires preparation of material that will captivate, entertain and inform. The quality of your content will affect the level of interaction and engagement, and plays an essential role in your success. How so, you might ask?

By creating a piece of content that offers something extra and/or different, your content will pique interest. Whether funny or entertaining, informative or offering a solution to a problem, assuming it stands out from a crowd, it will almost inevitably promote sharing. Constructing a solitary piece of great content can see it be shared across social networks by thousands upon thousands of potential customers. Correctly branded, this content will raise awareness of your business and reach an audience that will, in turn, be directed to your location.

Focus on local

You can also look to generate content that seeks to capitalise on localised search terms. For example, if you run a restaurant in Derby, be certain to create practical advice and informative content around search terms such as ‘restaurants in Derby’, ‘where to eat in Derby’, etc. Content marketing has the ability to boost your presence in local listings, driving customers within your immediate vicinity to both your website and your premises.

Gone are the days when web content simply existed for the benefits of search engines. Today – and in the future – content is about the user; personalisation and relevance should be the watchwords of any content you produce. Done correctly, and the number of visitors directed to your commercial premises will grow in the same way as your online traffic.

How to write an article

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There is no real secret to how to write an article, yet constructing a successful formula is something asked by budding writers, new website owners, small businesses, junior journalists and more on a regular basis. Many factors influence how to write an article, from the subject matter to the audience, the platform on which it’s hosted to the research material available.

This guide on how to write an article will provide a basis from which to begin, focusing on targeting an online audience. Beware, however, that challenging the conventions of how to write an article may prove the most effective means of gaining a loyal following or attracting attention. Like all pieces of art, writing should be challenging and prompt a response from its audience. Taking a risk and creating website copy that is unique and interesting could well prove the route to success.

Identify your audience

Knowing how to write an article is as much about knowing your audience as it is about good grammar, accurate spelling and interesting content. You may write a fantastic article about birthday cakes, but if your audience is interested in music festivals, your article will sink like a stone.

Research what your target audience is interested in: what search terms are they using; are they male or female; what language do they use; what are they sharing? Social networks and such tools as Google Analytics have made it easier than ever to capture details on web users. Knowing your audience and its likes/dislikes will make it simple to select a subject matter when looking at writing an article.

Select a topic

The topic for your article will largely be dictated by the nature of the website. If your website deals with DVD sales, you will be able to think of a number of topics involving movie reviews, actor biographies, etc. Even for a niche subject matter, you will be able to ascertain a particular angle for your article by carrying out the next step in our guide of how to write an article.

It’s worth remembering, however, that once you’ve selected a topic, you do all you can to avoid deviating from the subject matter. It’s all too easy to head off on a tangent and lose focus – and the interest of your readers.

Research thoroughly

Knowing the subject you’re writing about is essential. Knowing it better than anyone else a bonus. By carrying out extensive research on the topic of your choice, you will soon become an authority on the subject and will have readers turning to you for more. This not only ensures a loyal following, but your website will benefit from increased links and regular traffic. In fact, if you know your subject matter so well, you’ll soon be writing your own ‘how to write an article on…’ article!

You should also set aside time to research what internet users are searching for around your topic. Keyword analysis is simple to carry out and effective in identifying what search terms are popular, as well as alerting you to any gaps in the market.

Edit effectively

Google set in motion a huge change in content production with the Panda and Penguin updates. The focus now is on high-quality content. This means you can no longer simply publish copy that has been put together in a rush, is full of errors, and is, in the eyes of users, irrelevant.

Take the time to edit your work; leave it for a few hours and return with fresh eyes; or perhaps get a colleague to read through it to sanity check the contents. The best option is to write a detailed brief which you can pass to experienced copywriters. Quality writing is a skill that comes about through hard work and dedication to the craft, so there’s no shame in outsourcing the work to someone with the right background.

Review and publish

Once your article is online and – hopefully – attracting healthy viewing figures, you should take the time to review your work. Take a look at the number of visits, comments, shares, bounce rate, time on page, etc. If your article has performed poorly, revisit the stages of production and look for where you went wrong; if it performed well, repeat the process and look to establish goals for each piece of work. Whatever you do, don’t give up on your content. You may well strike gold next time around.

Knowing how to write an article is a skill in itself. Invest time for preparation and production, and you could soon see your website copy performing better than you ever hoped.

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