Writing an article that is a hit with your audience and new-comers alike isn’t easy, and there is a lot to remember if you want your message to be effective and garner new leads. So I’m breaking it down for you in questions you can ask yourself after you write your next article!

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Let’s look at what you need to ensure every article has, BEFORE you hit ‘publish’.

Look At Your Title

Q: Does it have your relevant keywords or key phrase?

If your article is about productivity tips for busy entrepreneurs, don’t title it “Golden Eggs For The Selling Goose”. Your title needs to be specific, and you need to use keywords or a key phrase you want your business to be known for. Why not try “7 Tips For Busy Entrepreneurs To Better Your Life Today”.

Q: Is it persuasive or compelling enough to make your ideal reader click through?

“How To Get Fit” is a pretty broad title and will likely gain you less readers than one that holds a promise or bold statement, such as “How To Get Fit In 30 Days With Zero Equipment And In 20 Minutes A Day”.

Tip: Think like your reader; if they were going to Google the information you offer in your article, what would they type when searching?

Examine The Body

Q: Did you make use of short paragraphs and headings?

A good article should be easy to read, that is a fact many have written before me, and one you need to take seriously (if you haven’t already) right now.

Long paragraphs just look sotedious. Instead, opt for no more than four to six sentences per paragraph. Use headings and sub-headings, bullet points, and indentations to separate text and make it easier to read.

An article that is easy to skim is especially nice if your target personas are mostly busy people. If they scan it and like it, they’ll likely come back and read it when they have time to enjoy it. And if they enjoy it, they’ll share it! Obvious win-win!

Q: Did you add at least one deep link into the body, and is it relevant to the topic of your article?

A deep link is a link to one of your previous posts. What a shame it is to work so hard on writing a super-helpful post only to have it sit in your archives for the rest of its digital life. Get eyes on your older (but still relevant and helpful) articles by hyperlinking to them in your current article.

Take this article, for example – I’m trying to help you build the best content you can, and if you’d like an article outline then you need to check out this piece I wrote a few months ago that will have you writing more, in less time.

Q: Do you have an interesting question at the end to encourage conversation?

Engagement has become a crucial factor to building a successful online business. Your readers should be talking to you, asking questions, and relating. Sure, you’re a professional business, but your business also tells a story. A story was never great for being read and never talked about.

Q: Did you include a call-to-action?

You want your reader to lap up your content, but you also want them to take action. You want them to download your opt-in (lead magnet), or sign up for your newsletter, or join your upcoming webinar. At the end of your super-valuable article in which you gave so much, you want to take just a wee bit. You want to collect an email, or get them to click the share button.

Tip: Have only one call-to-action (e.g. download the free checklist), BUT place it throughout the article to give your readers plenty of chances to grab it when they want it.

Double-Check Your Images

Q: Are they on-brand, and SEO ready?

A consistent brand means your readers know what to expect. Not only that, but a brand with consistent style is pleasing to the eye, and gives your readers an idea of what to expect. Keep your images the same – not one black-and-white and then another white bright, and another with the contrast edited heavily. It looks sloppy.

Tip: Title your images with the same keywords from your article. “IMG_0726” doesn’t mean anything for your SEO, but “Entrepreneur_Tips” or “Nutritious Avocado Bowl” would work far better in your SEO favour.

Q: Is your alt text a good description of your article?

If someone decides to pin your article, Pinterest will pull the alt text as the description. Don’t make your reader work harder than they need to to share your content; have 150 characters ready for them.

This is the same for other platforms, so take two minutes to write that alt text!

Q: Do you have a featured/main image?

Images are good to break up text – a visual rest for your readers’ eyes.

Vertical is better if you want to keep someone’s attention longer (plus, they look better on Pinterest, a massive referral if your images are clean and crisp).

Remember Your Readers

Q: Is the article written for your target persona? Which one?

If you’re on the right track, you’ve already thoroughly thought about and written down your target personas (ideal clients), their demographics, pain points, and more.

Which one of these personas is the article aimed at? Is the language you use throughout consistent with the level of understanding for that persona?

Q: Is the information given valuable, helpful, and well explained for your target persona at their stage of the Buyer’s Journey?

The question is pretty straightforward. You gain a loyal audience when you consistently offer valuable content. How will your article be of awesome value to your audience?

Make sure you explain everything well (or if you have another article that does that, this is your chance to use the deep link), someone who’s been following you for some time will know what you’re talking about, but a new visitor might need a little more detail.

Additional Must-Have Considerations

Q: Is your article SEO friendly?

Plug your keywords into these places:

• Your title
• Your introduction
• Throughout the body – please vary in wording (Google is smart and doesn’t like keywords forced into awkward sentences).
• Your conclusion
• Your metadata (short article description)
• Your image alt text

Q: Did you proofread?

You MUST proofread your article before you publish it. If you don’t have time to read your article through a few times, then outsource it to someone, or ask a friend who has a good eye! Some people like to do everything themselves (DIY), and there’s nothing wrong with that until you want your business to grow. If you’re passed trying to do it all yourself and seriously desire growth in your venture, to be seen and found online, then consider hiring a virtual assistant so you can do more of what you love doing in your business.

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