10 ESSENTIAL TIPS FOR WRITING

 

1. Have a Content Agenda

Sometimes, to maintain the publication routine, we publish a text written spontaneously (the famous “free theme”). Everything is fine. However, just having publications without planning is quite risky from a technical point of view.

Articles that go on the company blog need to be thought out in advance. So we can unify the ends. Think about Personas, cross them with the stages of the Buying Journey, choose a relevant keyword to gain ranking, and launch new materials.

2. Size is a document, but it is not a law

It is quite common for those who receive the brief for a text to be produced for the blog to be advised on the size of the text, expressed in the total number of words.

And here, there is no shortage of debates by “experts” who argue that it is important to have X thousand words in order to rank better.

3. Start with the article’s working title and topics

Understanding the previous two points, it's time to open the blank page of the text editor and pour in the text that was requested.

4. Make an introduction that “sells” the text

Each one has a way, a process for writing the text from beginning to end. 

Some choose to start with the development of topics and others with the introduction. I play on the team that starts with the introduction, out of habit, even though I go back to it at the end to check if it still makes sense.

So, there is no right or wrong where to start.

5. Learn about Heading Tags

At some point, to write well for the web, you will need to have knowledge of SEO (from the English acronym of “Search Engine Optimization”, or search optimization engineering in Tupiniquim).

But you don’t need to specialize in SEO (that would be cool, of course).

Understanding the basics is half the battle.

6. Write scannable

Yes, you need to pay attention to how much your text attracts attention.

When we read a text, we arrive at the headline (which I saw in email marketing, on social media, or when browsing the website). This title caught my attention and made me arrive here, on the article page.

Once this movement is made, the next natural step is to take a quick look at the article. The famous “scan”.

Here, I quickly scroll down the page and try to understand the main thing and get the essence of the tips, before really delving into the reading.

7. Invest in prints and avoid generalized images

You're reading or just scanning, and an image appears in the middle of the text, something like this, for example: In other words, we have a heading (here H2, subtitle) followed by a generic stock image.

Does this attract attention? Yes.
Will it help retain the reader? No.

Images are very important, but shooting the wrong way can have the opposite effect. Precisely generating the effect that it was meant to attract attention, but didn't add anything. 

8. Learn to correctly use links and anchor text

A classic mistake for those learning to write for the web, writing for the company blog for the first time is not adding links (to other internal articles) or adding links with the wrong anchor text.

Understanding linking and anchor text is also a deeper dive into SEO, which you can and should study further. We have an article about what anchor text has to do with SEO, in addition to this video we share more specific tips from this world.?

9. Avoid putting “Concluding…”

This is a private tip, you won't see it around. I've already talked a lot about this care to my team, and we need to move forward.

Avoid placing, as a Heading (the H2), something that is in the line of “Concluding”, or even “Conclusion:”. 

A blog that is not an academic text.

10. Ask for comments and reply with text

Coming to the end of our tips, when you reach the end of your text, never forget to ask for a comment. Just ask.

Of course, only if this is released in the editorial line. But it is very important to encourage the reader who reached the end to leave an interaction.

Not just so you know that people are actually reading your texts, which is technically quite motivating, but for SEO.

Every time someone comments on an article, the page gains more content. She remains alive. We have more content appearing naturally, and of course, with greater weight, as it gains social proof.