How to Write Engaging Blog Content in 3 Simple Steps

Updated on February 5, 2019
Toni Marie R profile image

Toni's currently a MA student in the field of HCI. She has written for several content marketing agencies as a ghost-writer from 2013-2016.

Here’s the thing—writing online content is easy. However, crafting content that your site visitors will actually read is the real challenge. For newcomers, the idea of choosing article topics to write about and learning how to write that content can be a daunting enough task. It can be discouraging to know that you can write a well-researched, high-quality article and there may be very few to no readers due to the low demand of information in said article.

So, there are two things to keep in mind when learning about how to write content—we must write well and also choose our topics wisely. The content writing process can really be boiled down into three main steps.

How it feels when you're writing content nobody's reading.
How it feels when you're writing content nobody's reading. | Source

How to Write Great Content for Your Website

1. Find an article topic that's in demand

Brainstorm article topics

Begin by making a list of some article topic ideas. The topics you choose should be in an area you know quite-well. That is, well enough to offer information that’s beyond the basics. Writing what you know – or at least, becoming very familiar with topics you wish to write about- is important in ranking well with Google and making your readers happy.

It helps to gain the trust of your readers. If they trust you are knowledgeable in the area you write about, they’ll know who to when it comes to your specific topic, which helps to breed familiarity. This is essential when it comes to establishing your brand.

Research relevancy of article ideas

However, this list of topics won’t necessarily translate to content people will read. You need to research the relevancy of your brainstormed topics. It’s all about supply and demand. If your topic isn’t in demand, it’ll be difficult to make your visitors readers and followers.

So, how do you research relevancy? Take your list of topics, and research them on threads on forum sites like Quora and Reddit. These sites can provide you with valuable information into what people are curious about. What questions are being asked about your topic? What concerns your potential audience regarding this topic? Your research should be able to provide insight into these questions.

Keyword research

While researching these feeds, have a SEO keyword tool such as the free Google Keyword Tool. Confirm the demand of information that you’re seeing in the forums by performing your own SEO keyword analysis. Research the keywords of your topics, the questions of your potential audience with your keyword tool.

There are a few things to look for when performing your keyword analysis. Find keywords that have:

  1. Low competition
  2. Decent top-of-page bid relative to others in your research
  3. Decent amount of average monthly searches

Make a list of keywords that are suitable for your article, with the most important ones going on the top of the list. Incorporate these keywords into your title, headings and subheadings. Above all, it is important your writing sounds natural. If you try to forcefully stuff all the keywords into your article, your readers will think your writing sounds spammy and you’ll be penalized by Google in their ranking algorithm.

Remember: You aren’t writing for the search engines. You’re writing for your potential audience. By using keywords, you help Google’s web crawlers determine what your content is about. This helps your users more easily navigate to your content- if it fits their needs.

Always, always, always keep your audience in mind. This brings us to our next point.

2. Imagine yourself as one of your prospective readers

Who is your audience and what are their expectations?

At this point in the process, you should have a good idea of what you’re going to write about and what keywords you’re going to incorporate. Now you must begin writing. Start by imagining yourself as one of your potential readers. What keyword are they going to Google? What does the user intend to find via this search? What questions are you going to answer for your audience?

The information you provide should meet and, if possible, exceed your audience’s expectations. Put yourself in your readers’ shoes. Use their expectations to guide the topic format of your article. The flow of your content should better enable your readers to learn the information and maximize its usefulness.

Establishing authority and trust via finely crafted evergreen content

Provide your users with valuable, high-quality evergreen content that will be relevant for years to come. If your topic allows, write longer articles, without being repetitious. Specifically, avoid making your topic artificially complex, ensure your content isn’t thin for the topic and is timeless.

If you only provide the basics, those who reach your content will quickly leave if they think their time will be unfruitful. Time spent on page (average visit duration) and bounce rate (when users navigate away from your site) are important SEO ranking factors. And by making your content evergreen, you’ll find it easier to make updates to your content in the future. You will want to make updates to your content from time to time since Google incorporates a freshness factor into their ranking algorithm.

3. Format your content so that it's easy-to-read

Make use of text-formatting

Lastly, when you’ve finished writing your piece, you’ll need to format it so that it’s easy for your audience to read. Make use of bold, italicized and underlined headings and subheadings. Your formatting should further the ease by which your readers get information from your article.

Make it scannable

How do you read an article when you find a search result you’ve clicked? You start by scanning the page in a predictable fashion. You start with the upper left-hand corner, because experience has told you that the most important and relevant information is going to be contained here. This is a high-commodity area because it should tell your readers what the article is about (the title), and what content they are going to find in the article (a brief summary).

If the information seems sufficiently relevant, your visitors will scan the upper portion of your page and they will pay attention to the first few sentences of each of your paragraph breaks.Take a look at some visualizations that demonstrate user eye-scan patterns (and therefore, how they direct their attention as well).

Heatmap of aggregated data from 47 participants and their eye-fixations, which follows an F-shaped pattern.
Heatmap of aggregated data from 47 participants and their eye-fixations, which follows an F-shaped pattern. | Source
Another demonstration of user-attention being directed in an F-shape with online content. Each blue dot signifies an eye-fixation. The lines show the participant's scan path.
Another demonstration of user-attention being directed in an F-shape with online content. Each blue dot signifies an eye-fixation. The lines show the participant's scan path. | Source

By understanding how and where user attention is directed, you can better format your online content so that these areas of interest (AOI) contain important, relevant information.

The Blog Content Writing Process

This simple 3-step blog writing process really centralizes around the idea of generating content for your users. From start-to-finish, the focus is on understanding and crafting content according to the expectations of your prospective audience, so that it increases their engagement with your work. By attempting to standardize this process, we better enable ourselves to consistently generate content audiences will read, engage with and enjoy.

References

Pernice, K. (2017). F-shaped pattern of reading on the web: Misunderstood, but still relevant (even on mobile). Nielsen Norman Group.

This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.

Questions & Answers

    Comments

      0 of 8192 characters used
      Post Comment
      • Toni Marie R profile imageAUTHOR

        Toni 

        2 months ago

        Thanks so much Jack! Really hope newcomers get some value out of it.

      • Jack-Calder profile image

        Jack Calder 

        2 months ago from 25883 N Park Ave #1, Elkhart, IN 46514, USA

        Thanks for providing such a good information. For upcoming users!

      working

      This website uses cookies

      As a user in the EEA, your approval is needed on a few things. To provide a better website experience, toughnickel.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

      For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://toughnickel.com/privacy-policy#gdpr

      Show Details
      Necessary
      HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
      LoginThis is necessary to sign in to the HubPages Service.
      Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
      AkismetThis is used to detect comment spam. (Privacy Policy)
      HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
      HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
      Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
      CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
      Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
      Features
      Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
      Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
      Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
      Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
      Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
      VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
      PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
      Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
      MavenThis supports the Maven widget and search functionality. (Privacy Policy)
      Marketing
      Google AdSenseThis is an ad network. (Privacy Policy)
      Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
      Index ExchangeThis is an ad network. (Privacy Policy)
      SovrnThis is an ad network. (Privacy Policy)
      Facebook AdsThis is an ad network. (Privacy Policy)
      Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
      AppNexusThis is an ad network. (Privacy Policy)
      OpenxThis is an ad network. (Privacy Policy)
      Rubicon ProjectThis is an ad network. (Privacy Policy)
      TripleLiftThis is an ad network. (Privacy Policy)
      Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
      Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
      Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
      Statistics
      Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
      ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
      Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)