How to write creative marketing content?
Writing for the web cannot be improvised, which is why we have written some best practices to guide you in this task. Writing a good article for the web or writing a newspaper article consists of writing an article that is readable, interesting and useful to Internet users and in mastering optimization techniques to write content that is likely to position itself well in the results. search engines. Find more CMS lessons here.
How to write creative marketing content?
Choosing keywords
Before you start writing an article, it is important to clearly define the keywords to use. You will put all the chances on your side so that the message matches the expectations of your readers.
By searching for these chosen keywords in the search engine, you will have:
- An estimate of the interest of Internet users in this topic
- An overview of the competition for articles of the same type
- Knowing the keywords similar to those chosen thanks to autocomplete
- You can then adjust this selection according to the results.
Structuring the web article
The article needs to be structured. This provides reading comfort for Internet users and allows the search engine to capture the essential information. In fact, Googlebot (Google robot) only cares about the text of the page to understand its meaning. Therefore, it gives more weight to certain areas of the written content. It is therefore important to put:
The title can be informative or provocative. It must not exceed 70 characters so that the entire title fits into the “boxes” of search engines.
The chapter – or description – is the short text that precedes the body of the article. The goal is to encourage further reading, by summarizing and arousing the reader’s curiosity. It should be limited to 150 characters.
Translations are used to organize the content. This adds clarity to the text and increases its visibility through search engines.
Distinct paragraphs. Each paragraph expresses one idea and one idea only. It can then be developed with argument and examples.
5W + 2H method
The 5 W method (Who, What, When, Where, Why) helps to organize a presentation in the least number of questions: who did what, when, where and why? By adding how and how much, you cover the entire logical perspective through which the human mind perceives information. This is a mnemonic device to remember the essential information in the article. Instead of placing it at the beginning of the article, this method allows you to organize and prioritize information.
Inverted Pyramid Scheme
Your article writing must respect the inverted pyramid scheme: the most important information comes from the first sentence, starting from the general to the specific. Web writing does not respect the “introduction, topic, conclusion” as we learned in school. It is essential to keep the Internet user’s attention immediately with keywords and the main idea.
Design Work
The writing style is direct, concise, informative and without unnecessary adverbs using keywords. Attention: being brief does not necessarily mean being short, even if the length of the text also affects its clarity.
It is important not to fall into received ideas, such as sentences of less than 15 words or avoiding the use of negation and passive voice… Above all, the writer must adapt to his audience.
Typography
Writing on the web allows the use of typographic symbols: bolding important expressions or keywords, emphasizing hyperlinks… The use of bulleted lists is also very common because it allows multiple entries in the text.
How to SEO Improve Your Web Article
Very simple things to put in place can improve your article’s search engine position compared to another article:
The written content should be original or rewritten by at least 50%. Search engines, especially Google, do not like duplicate content.
Repeating keywords between the article title, subheadings, and the first paragraph of the content
Integrating hyperlinks to enrich your content. You can use groups of words to place on your site pages, or to explain technical terms with reference to reference dictionaries (Larousse, Wikipedia, etc.)
The “Learn more” section includes the various hyperlinks used and can cite the sources used to write your article
These tips for writing a good article help keep both goals in mind: readers and search engines.
Prioritize quality over quantity
To write your article, it is important to adapt the speech to the context in which you are writing it. If you want to write a news item, it is generally more concise than an expert article in a specific field. We recommend aiming for a total of 400 words for a news item, 800 words for a guide and 1300 words for an expert.
To personalize your article, include at least one graphic or image. Not only aesthetically pleasing, it should enhance the message and establish the atmosphere of the text. Optimization is essential so that it does not slow down the loading of the page. We recommend using a jpeg (or jpg) image with a width of 400 and 800 pixels at a resolution of 72 dpi.
Of course, this is just advice for both the length of the text and the format of the image. The most important thing is to find your style and be comfortable with it. In any case, there is no magic formula: it is the reader who will evaluate the quality of the text!
You have many good practices and support for writing on the web at your fingertips. In order to help you even more in this work, we have produced a checklist for you, also called an editing template. It includes the elements that you should check before publishing your article online.