Creating quality content that engages and stimulates your audience to action is the holy grail of content development.  This objective holds true for all types of media – written articles, graphics, video and audio.  For most social media promoters, any content is better than zero content (that is to say, any content which is grammatically correct and with at least minimal elements of style). 

Raising your game to the next level requires development skills.  Some people are seen to be natural writers, and it is true to say, some probably pick of the knack of writing faster than others.  The good news is that good writing, like anything else, is a skill that can be developed by nearly anyone over time.

This article focuses on written content.  After breaking down the basic steps to writing an article or blog, we’ll overlay this process with specific directions on enhancing the “sound” of the article to generate a storyline that is interesting to the reader and increases potential for a response – hopefully a positive one.

Writing can be done as a process of free-flow consciousness, or it can be done systematically.  This approach is actually the first decision a writer makes (whether it is decided consciously or not).  Bloggers who write for SEO ranking may require less structure in their articles, while those who wish to engage real people would spend time in crafting a message and storyline.  For this outcome, high quality writing involves a systematic process that includes planning, research, drafting, editing, and proofreading.

Let’s briefly break down the content creation process.

Select a topic that interests you and is relevant to your audience.  The topic should be specific enough to make a point.  Summarize the purpose of the article in one sentence.  A good plot has a crux, something that isn’t quite right, or a challenge that must be overcome.  Write another sentence that summarizes the challenge.  Finally, a good story is resolved at the end.  What is the resolution for your article?  Write a third sentence to summarize the finality.  Here is an example:

Consistent blog writing is a key strategy for a social media marketer to promote products and services.  However, many business owners and social media marketers find it difficult to develop content which effectively engages their audience.  Nonetheless, writing high quality content is a skill that can be learned, and with consistent practice and effort, writers can learn to better engage their audience and achieve higher readership with improved responses to promotions.

Three sentences – clearly summarizing the intent of the article and what the outcome should be – sets the tone for the article and structures the storyline.  These three sentences can also be used as a teaser, sub-header, or an introductory paragraph to the article itself. 

The next step in the process is conducting some research on the topic.  Research is not just about obtaining facts to support the article’s thesis, but also to jog the author’s memory and to build comfort in the terminology of the subject matter.  While it is improtant to gather information from credible sources to support your article (published books, academic journals, reputable websites, interviews, or surveys as available), it is also helpful to take a pulse on the market to see what others are saying. 

A general outline is helpful.  A famous quote by President and General Dwight D. Eisenhower goes like this, “In preparing for battle I have always found that plans are useless, but planning is indispensable.”  This view can be applied across our life activities, including writing. 

The value of a good plan, or in this case, outline, is in the thought that goes into it.  As the article is being written, other directions than the original outline may be well-inspired.  In other words, let the flow of thought carry the text forward.  As with any flow, there should be control and some boundary to the scatter of ideas, which is why having the outline is useful, as a way to leash back the author and focus on the end result.

The outline is also a useful brainstorm.  Starting writing from a blank sheet of paper (or a blank screen) can be daunting.  With a few notes in hand, sub-points, and supporting details you want to include in the article, the flow of writing can be started more easily, and along the way when an inevitable pause kicks in, referring to the notes and the outline can help stimulate new ideas. 

Expand on the main points from your outline in the body of the article. Each paragraph should focus on a single idea or point, supported by evidence and examples. Transition smoothly between paragraphs and use subheadings for better organization.

In comparison to writing content that keeps your readers engaged, simply writing an article is the easy part.  Better engagement comes from using a conversational tone, in a storytelling flow, sprinkled with anecdotes and relatable examples.  To be sure, not all articles are best-written in this format (we are covering the general topic of writing a blog, not writing a textbook of writing styles), but with reference to the three sentences, we are focusing on articles which “better engage their audience and achieve higher readership with improved responses to promotions.”

When the detailes of the outline are complete, summarize the key points of your article in the conclusion.  Restate your thesis or main message and offer some insights or implications. End with a thought-provoking statement or call to action.

The next step is to edit the article.  The most useful technique is to set the article aside, wait a day, and then begin to edit with a fresh mind.  You are your own best editor, and when you re-read the article the next day, the text will sound different.  That is good, and you can more easily enhance your own points and structure after you’ve given the content a bit of rest.  A detailed edit will cover the following:

• Edit for Clarity and Flow:  Review your article for clarity, coherence, and logical flow.  Check that each paragraph connects smoothly to the next, and that your ideas are presented logically.
• Revise for Style and Tone:  Ensure your writing style and tone are consistent throughout the article. Adjust your tone to match the intended audience and purpose of the article.
• Proofread for Errors:  Carefully proofread your article for spelling, grammar and punctuation.
• Formatting:  Format your article for clarity by adding headings, subheadings, bullet points, and formatting for online publishing.
• Add Visuals:  Incorporate related images, charts, graphs, or multimedia elements to enhance your article’s visual appeal and understanding.  This addition also helps to increase search engine rankings.

Advanced content writing

Good article writing takes time, and good skill development requires effort.  The topics above address the basic process of writing articles.  Next, we delve into the finer points of making an article interesting.  There are hudreds of books on this topic, but to summarize a near-endless chain of discussion and learning, the following points – when put into practice – will put you well above average in quality and user engagement. 

Start with a Hook:  Begin your article with an attention-grabbing hook. The three sentences as mentioned earlier is a minimum.  Taking that approach a step further, begin with a compelling story, a surprising fact, a thought-provoking question, or a bold statement. The goal is to pique the reader’s curiosity from the very beginning.  Foreshadow what’s to come in your article to build anticipation.  Let readers know why they should continue reading.  To find the right hook, start from the audience perspective, and orient the narrative around their interests, preferences, or needs. 

Use Clear and Concise Language:  Write in a clear, straightforward manner. Avoid jargon or overly complex language unless your audience is highly specialized and expects it.  Use short sentences and paragraphs for easier readability.

Tell Stories:  Incorporate anecdotes, personal experiences, or case studies to illustrate your points.  Stories humanize your content and make it relatable.

Use Vivid Imagery:  Paint a picture with your words. Use descriptive language that appeals to the senses to help readers visualize what you’re discussing.

Engage Emotions:  Emotionally resonate with your readers.  Share personal stories or tap into common human emotions like joy, surprise, anger, or empathy to create a connection.

Vary Sentence Structure:  Mix up sentence lengths and structures to create rhythm and flow in your writing.  Short, punchy sentences can be impactful, while longer, complex sentences can provide depth.

Incorporate Dialogue:  If appropriate, include conversations or dialogue in your article.  This adds a conversational tone and makes your content feel more interactive.

Use Analogies and Metaphors:  Analogies and metaphors can simplify complex ideas and make them more relatable. They provide fresh perspectives and make your writing more engaging.

Create Visual Breaks:  Use subheadings, bullet points, numbered lists, and images to break up large blocks of text.  Visual elements can make your content easier to scan and digest.

Add Quotes:  Include relevant quotes from experts, thought leaders, or well-known figures. Quotes give your text a feeling of authority among the readers, and creates a positive association in the minds of readers between you and the individual you are quoting. 

Surprise and Delight:  Insert unexpected twists or surprising facts that keep readers engaged.  Unexpected elements can create excitement and arouses response.

Encourage Interaction:  Sew suggestive seeds of response throughout the article.  Invite readers to participate by asking questions, conducting polls, or encouraging comments and discussions.

Conclude Effectively:  Summarize your main points and leave readers with a thought-provoking conclusion.  Offer a call to action or suggest further reading if applicable.

With these elements of style incorporated into your text, your audience will be more open and attentive to your messaging, resulting in greater engagement and better results for any of the targets you aim to achieve. 

Optimize your content writing

Why is it important to optimize your writing?  Better content not only engages the audience, but also generates better search results, which extends your audience even further.  From an SEO perspective, we can affirm the following:

Start with Storytelling:  Weaving storytelling into your content captivate and maintain your audience’s interest, and effectively increases the likelihood of its dissemination across social media platforms.  Stories enable extended periods of thought engagement on the part of the audience, which also reduces bounce rates.

Savor the Sentiment:  Content that elicits emotional engagement will be shared more frequently. 

Save to memory:  Memorable narratives leave a lasting impression, prompting the reader to associate your story with everyday situations – like a song that sticks in your head, a good story keeps the memory of your content alive. 

Seal the association:  Create a positive and lasting association between your content and your brand by eliciting positive emotions.  This, in turn, boosts the likelihood of their return to your website and their inclination to recommend it to others.

Search for Success:  Improved engagement metrics also raise a green flag to search engines, signalling the high value of your content. 

To cap off the above content with a simple and concise closing:  writing is a skill that improves with practice and consistent effort over time.  Remain open to revising and refining your work and learning from the experience.