The Results-Driven Approach to Creating Articles

The Results-Driven Approach to Blog Content Creation

It’s no wonder that 70% of marketers are actively investing in content marketing, and that 72% of marketers said having a strong content strategy was key to success.

Content marketing works. Plain and simple. 

In fact, stats show that content marketing gets three times more leads than paid search advertising, and marketers who prioritize blogging efforts are 13x more likely to see positive ROI.

But, here is the deal.

Not all content is created equal, and getting results isn’t just a matter of putting pen to paper. Every piece of content you publish should address the five following goals:

1. Rank in the search engine results pages (SERPs) for a target keyword

2. Elicit clicks from people that fit your ICP (ideal customer profile)

3. Engage readers long enough to get them to stay on your website

4. Encourage website visitors to convert

5. Generate backlinks (aka be interesting enough that people want to share your content)

Let’s take a deeper dive into how writers and content marketers can fulfill these goals.

1. Create content that ranks organically on Google

In terms of content marketing, it doesn’t matter if you crafted the most gorgeous piece of modern literature known to man and posted it to your business blog. If Google doesn’t understand what your blog post is about, then the only person who will read your web-based work of art is your mom.

To give you a better understanding of how to get Google to read and return your content in the search results, let’s quickly review how Google’s algorithm works.

The goal of Google: Google’s objective is to return the most relevant website pages when Google users type in a keyword. 

For example, if someone types in “best hot chocolate,” Google will return a list of delicious hot chocolate companies. Google won’t, however, return a list of websites about orange juice or coffee. 

But, how does Google know which web pages (out of the millions on the web) are the most relevant? 

The answer: Google’s algorithm.

In short, Google’s algorithm looks at 200+ different factors to determine a page’s relevance in relation to specific keywords. 

By this mathematical magic, when someone enters a specific keyword into Google’s search bar, Google will comb through the wonderful world of websites and return pages that its algorithms deem the most relevant. 

All this is just to say if you want your hot chocolate website to rank when someone types in “best hot chocolate” (or something similar), you have to strategically let Google know that your page is about hot chocolate. 

Otherwise, you risk Google overlooking your page or ranking it on page 158 on the search engine result pages (SERPs) for who knows what keyword.

There are several strategies involved in getting your website or blog post to rank in the SERPs. The first part of the strategy is the job of the SEO consultant involved in the project. The SEO team lead will research keywords to determine:

• Relevant keywords (primary and secondary)

• Keyword search volume

• Keyword difficulty

• Competition

• And more!

Once you have solidified a keyword, you, as a copywriter, can conduct basic on-site optimization for that keyword.

On-site SEO optimization checklist

Here are the steps you can take as a copywriter to make sure you are telling Google what your page is about:

• Identify a primary keyword

• Use your primary keyword in your title (H1 tag/Heading 1)

• Include your primary keyword in the first 100 words of your blog post

• Make sure your primary keyword is in the URL

• Include your primary keyword in one of your subheadings (H2 tag/Heading 2)

• Name one of your pictures your primary keyword (this is called an alt tag)

• Include a few links to credible external websites that are relevant to your blog topic

• Make sure to include internal links to pillar pages of your own website 

• Add long-tail variations of your keyword, or long search queries that usually take the form of a question (e.g., Where is the best place to buy hot chocolate in Chicago?)

These are the basics of SEO optimization. When you know this and apply it to your blog writing, it’s invaluable to your clients (and you can charge big bucks).

You may be wondering if onsite optimization really is as important as I’m making it out to be. The answer is a resounding yes! Seventy-five percent of all of Google’s clicks go to websites on the first page of the SERPs.

2. Get more clicks from your target audience

The next goal a good copywriter should have is to get people that fit your target audience to click through to the page.

While you definitely need to optimize your website content for Google’s search algorithm, you also need to write for people, specifically your ICP.

Here’s how to write for both Google and people in a way that leads to clicks.

Optimize your title tag for search and people

Your title tag is the headline or main link that appears when people search for a keyword. For example, if I type in “best Netflix shows,” here are some title tags (underlined in pink).

You’ll notice these title tags all include the primary keyword I searched “best Netflix shows,” and they are also self-explanatory to a reader. Title tags are not the time for a catchy headline. Instead, write something that includes your keyword and is straight to the point.

Write an informative meta description

Your meta description is the short blurb of content under the title tag that tells your readers what the blog post is about. Meta descriptions should be between 155-160 characters (not words) long. They should include your primary keyword and a short description of what the reader will get when they click through to your blog post. I also like to add a quick call-to-action (CTA) in the meta description to entice readers to click. Remember, readers like to be told what to do.

3. Engage readers so they stay on your website

Another way to build website credibility is to engage your readers and get them to stay on your website.

Believe it or not, most users only stay on a website for 10-20 seconds. I know, sad. Your job as a top-notch copywriter (especially for your high-end clients) is to employ copywriting tactics that will get visitors to engage with the website. 

Here are some ideas on how you can keep your readers on your website.

Don’t be boring

That’s all.

Write for the internet

Writing for the internet is nothing like writing a novel, a school paper, or a review. When you write for the internet, you write how internet browsers read. This means:

• Cut the fluff and get straight to the point

• Put the most important information first

• Make it easy to scan your content by including headings, subheadings, and bullet points

• Write in short paragraphs

• Highlight your call-to-action (CTA)

Internet readers skim. Make it easy for them to scan your content and glean all the important insights.

Include internal links

You don’t necessarily need visitors to stay on a particular blog post, but you do want them to stay on your website.

A good way to do this is to include internal links to your website when it makes sense.

For example, if you are writing a blog post about freelance writing and you have a section where you talk about services, include a link to your services page (see what I did there?).

4. Get website visitors to convert

Content marketing is all about using content to capture more customers and eventually boost sales. The end goal of your post should be to get your website visitors to do something. (Quick note: this means you should always ask your clients what their content marketing goals are and what the purpose of the blog post is).

There are so many strategies for increasing conversions through your blog posts. Let’s talk about a few ideas.

Create a free digital asset

You can include an in-text offer, side-bar offer, or even a pop-up offer that you include in your content. Usually, the deal is the internet reader provides their email address, and you give them a free download in return.

This is a great way to build your email list. And we all know the power of email marketing. Oh you, don’t? Email marketing has the highest ROI of any other marketing strategy.

Include a call-to-action (CTA)

Don’t be afraid to tell your readers what you want them to do. Include a CTA at the end of your post with a link to your website, your services, or a special offer.

Writing a CTA can feel awkward at first, especially if you’re promoting your own content or product. Here is a an awesome blog post with 8 types of CTAs you can try out on your blog post.

Show off your knowledge

A blog post is different than a landing page or a sales call, but it is still a powerful conversion tool. The approach is just slightly different.

When people search for blog posts, they are usually looking for some sort of expertise. Don’t be afraid to go into depth on a particular topic, offer your expertise, and then invite browsers to learn more about how you and your smart self can help them.

5. Generate backlinks to your website

The last important goal of your website content is to generate backlinks.

As a quick review, a backlink is when another website links back to your website from their blog. In this blog post, for example, I have several links to other credible sources. If you click on one of these blue links, it will take you to another website.

Why do you care about generating quality backlinks for yourself and your clients? Google uses backlinks as one of its ranking factors. In other words, the more credible backlinks you have to your website, the better chances you have at ranking higher in the SERPs (search engine results pages).

As a copywriter, the best thing you can do is write detailed, long-form (in most cases), helpful, insightful content—content that is unique and that other industry leaders will want to link to and share. 

Remember, always include a shareable picture on your blog posts. This helps with SEO and also generates a photo when someone shares your page on social sites.

Wrap Up

It is true content is king, but not all content is created equal. The content that will stand out to Google and to your target audience is the content that is goal-oriented.

For more information about content writing services, contact me (Ashley R. Cummings) today! If you’re a copywriter that’s interested in SEO strategy, check out my SEO guide for copywriters.

Questions for the first client call

What Questions Do Freelance Writers Ask on The First Client Call?

Have you ever experienced this? You land a new client (hooray!), and during your first client call, you realize that your client doesn’t have a clue how to communicate what they want you to write.

Unfortunately, this scenario is typical for freelance writers, and it can be frustrating when you waste hours trying to get on the same page.

Here’s the good news. 

You can avoid this situation entirely by taking the reigns and leading your first client call. 

Here’s what to ask in your kick-off call:

• Who is your target audience?

• What tone do you want to convey?

• Will you give me a keyword and bullet points on what you would like to highlight?

• Will you send me 2-3 articles you like on this same topic?

• Can we start with one article, review it together, and go from there?

What questions do freelancer writers ask on their kick-off call?

1. Who is your target audience?

Before you write your article, you need to learn everything you can about your client’s target audience. Is the audience...

• SaaS professionals?

• Young women with a sense of humor?

• Educated business owners?

• Moms?

• Dads?

• Financial gurus with PhDs?

• Doctors?

Once you know who the audience is, also ask:

• What the audience already knows about the industry and topic

• What the audience’s primary pain points are

• How your client’s business solves those pain points

Learning everything you can about your client’s audience will inform the structure of your piece, the stats you use, the voice of the article, and more.

2. What tone do you want to convey?

Just as it’s important to understand the audience, it’s vital to understand the tone your client wants you to convey.

I usually juggle 10+ clients at a time, and all of them have different preferences for how articles should sound. Some want the articles hurried and to the point. Others want the articles to sound cheeky and fun. Some want an academic and professional tone.

I have no way of guessing how they want their articles to sound, so I always ask them.

It’s also helpful to ask clients to send a few articles that match the tone they are striving to achieve. This way, it’s easy to hit the tone nail on the head from the get-go, and you don’t have to spend time editing the tone of your post.

3. Will you give me a keyword and bullet points on what you would like to highlight??

When your client provides a broad topic with no direction on what you are supposed to focus on, you really could take the article in a billion different directions. 

Save yourself a headache, and ask your client to provide you with a few short bullets on key points they want you to hit. 

This will help you create a stellar outline that will blow your clients out of the water.

4. Will you send me 2-3 articles you like that are on this topic

It never hurts to double-down on finding out what the client really wants in an article. Asking the client to send 2-3 articles they like on the same topic will help you understand what type of content they like without the client having to work too hard to communicate it to you. 

5. Can we start with one article, review it together, and go from there?

I am not sure if every freelance writer asks this question on their first call, but I always do. I like to work on one project together to make sure the relationship is a good fit before committing to long-term projects. 

Focusing on just one article provides a low-pressure environment where you can work together, take feedback, and iron out any kinks before moving on to other assignments. 

It’s also a good way to ensure you’re not working with a PITA client and to make sure they are the type of client that likes to pay their bills on time.

Last word: Now that you know what freelance writers ask on their first client call, it’s time for some follow-up work. After chatting with your client, email them a more comprehensive content brief where they can fill out all relevant information.

What are the Freelance Writing Trends of 2022

I was part of my first ever Twitter Spaces earlier this week. I chatted with the founders of Peak Freelance, Elise Dopson and Michael Keenan, about Freelance Writing Trends for 2022.

You can listen to the full recording here.

Here's the condensed version of the trends we discussed:

1/ The Great Resignation + boost in e-comm/the digital world

With the recent boosts in e-commerce and the world becoming more digital, there are robust opportunities for new freelance writers.

Brands are investing heavily in content marketing and copywriting. (Approximately 82% of marketers are actively investing in content marketing.)

I can’t keep up with work. My colleagues can’t keep up with work. There is room for you!

Along the same lines, many content marketers are moonlighting. Jimmy from superpath published his report that says 32% of content marketers with a job also freelance. Freelance is hot right now.

2/ High demand for content repurposing & productized services

Brands see the value in repurposing content for different purposes and platforms.

I’ve had a ton of requests for taking podcasts, interviews, and webinars and turning them into blogs.

There are many opportunities for freelance writers to offer repurposing as a service.

Elise & Michael also talked about offering productized services. Freelancers can offer upsells like research services, editing, etc.

3/The rise of community support/value of a freelance community

Since the pandemic and as people spend more time online, the value of community is growing.

We are seeing the rise in the community across various industries—e-commerce, crypto, marketing, and — yes — freelance.

Freelancers with community support can avoid potential pitfalls.

Community access = easy advice on getting started, managing relationships with clients, and the opportunity to build friendships and a referral network.

4/ More freelancers building personal brands & it's paying off

More freelancers are building personal brands to get clients and network with other like-minded friends.

We're seeing more Twitter leaders, newsletters, blogs, and beneficial podcasts.

Growing a personal brand pays off in terms of more clients, consulting opportunities, speaking opportunities, etc.

And there you have it!

Why should you not do paid writing tests?

Let’s get one thing straight. Asking for freebies in the business world is lame.

Would I ask an accountant to do four hours of my taxes to see if it’s is a good fit? No. 

Would I ask a contractor to build part of my house to see if I like it? Nope. 

How about asking a doctor to perform part of a surgery to see if her approach is suitable? Yikes.

Freelancers and freelance writers hopefuls, this is what I’ve learned in my 9+ years of writing: My time is worth just as much as any other professional, and I don't have to do anything for free. That’s right. I don’t write anything for free. Ever.

Here’s what you do if someone asks you to write a sample piece for free.

Ignore people that ask you to write for free

I usually don’t engage with these types of potential clients because they are acting entitled and aren’t showing respect for the excellent work I do. They will most likely end up being a PITA client. A good client is a client that values the work you do.

Refer the potential client to your portfolio

Chances are, you already have loads of relevant work they can check out to see if you would be a good fit. 

Offer to send them a few samples of your previous work. If you have results of how those pieces preformed, that is a huge bonus.

Give them the skinny on how you work

Tell them how you would approach the project, what your turn around date is, and what they can expect from a working relationship with you. Then, ask when you can start and describe your invoicing process.

Offer to do a paid trial piece

Sometimes it’s nice to work on one project and see if it’s a fit. The only rule? You have to get paid. And, charge them your regular rates for the sample piece. None of this half-off or discounted rates business.

When they agree to hire you, send them a contract

Reinforce your business processes by sending a contract. You agree to send them high-quality work, and they agree to pay you.

Remember, you are fantastic at what you do, and you deserve to get paid. For everything you do.

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