Tag Archives: website copywriting

Repurposing Content: How to Get the Most Out of Your Posts

Content creators know all too well how much energy it takes to churn out content frequently. A lot of blood, sweat and tears goes into every photograph, every article, every piece of work you put out there. So after you hit that post button, what happens? Your content is out there on the web, but surely you want to make the absolute most of it?

Repurposing content refers to re-using the same ideas and content you have already produced, but in a different format. Not only does this allow you to milk your content, but it also means that you might reach a wider audience that prefer their content in a different format to what you would usually post.

When it comes to repurposing content, it’s a good idea to use your most popular and best-performing posts. Once you have that figured out, you have to decide how to re-package it.

Read on to find out our five ideas for repurposing your content.

1. Turn blog posts into podcasts

Podcasts are proving to be a very popular way of ingesting information online. Busy people can simply stick a podcast on their speakers on the way to work, or listen to it while they fall asleep. It’s a great way of reaching people.

If you don’t have a podcast, it’s pretty easy to set one up. Once you have some recording equipment, simply read your blog posts aloud and then post them online. Then, you can even embed the podcast in your blog post to offer your subscribers a new way to access your content.

2. Combine your best posts into a round-up

At the end of every month or so, try creating a little listicle (that is, a list article) to throw your content right back at your readers. You could also create a round-up based on a particular theme.

This could give your content a new lease on life or even make readers aware of content they had previously missed.

3. Combine newsletters into a blog post

Spend a lot of time sending out e-mail newsletters? Well, now you can repurpose them! Similar to creating a round-up, try combining similar newsletters into a blog post. That way, readers that don’t subscribe to your mailing list also have access to all your content. Of course, you should leave a time delay between the newsletters and the post to ensure that subscribers get exclusive access.

4. Turn quotes or statistics into infographics

Internet users love infographics and images. BuzzSumo found that articles with an image every 75-100 words had the most shares, so you should definitely be paying attention to aesthetics.

Use free image creation tools like canva to create infographics for your statistics. You can post these to Twitter and Instagram with links to your blog posts, too.

5. Turn videos into blog posts (or vice versa)

If you’ve spent time creating a video, you can embed it right there in a blog post to help demonstrate your point. Furthermore, you can transcript the video and make a whole blog post out of it!

Or, if you’ve expended energy writing a blog post, turn it into a script, film it as a video and post it on YouTube!

6. Rewrite it in other language

Typically you start your website in English and after some time you decide to have a Spanish version of your site. 

When doing most of people just get it translated, but in many cases it could be more useful for readers if instead of translate it, you ask your Spanish copywriter to use the content as inspiration. This way, the writer has more freedom than doing a translation, can add value from his own experience and can adapt the text to the audience. Yes I know that good translations should include localization and adapt the text to the audience, but let’s face it, something written by a native don’t need to be adapted, because it is created adapted.

Final thoughts

There are endless ways to repurpose your content, with the above ideas being just a few prompts. As you can see, you just need a little creative streak and you’ll be able to repurpose all your content with ease.

There’s no need to waste your energy, just get innovative!

E-Mailing Basics You Shouldn’t Forget

When it comes to online marketing, an often-overlooked tool is e-mail. A lot of brands focus too much on social media and neglect the power of e-mail marketing. That’s why this article is here to explain how useful e-mail can actually be, and how to harness its power.

What E-mail Can Do for Your Traffic

There are a number of ways that e-mail can work wonders and boost your traffic. For starters, e-mail can encourage engagement from existing clients or even bag yourself a few newbies. For instance, if you write a great article on your site, you can e-mail existing readers and subscribers about the new post and increase your traffic.

Using a good ‘call to action’ in your emails can increase engagement on the post, such as asking for users to leave a comment or linking them to other social media channels. Promoting other social media is an excellent way to drive engagement; think about how much user engagement would increase if your e-mail subscribers also followed your accounts on Twitter, Facebook and others.

Similarly, you can drive regular content consumption by asking readers to subscribe to email lists that will send them periodical newsletters or discounts when they are available. These are called content hooks and are a good way to increase user engagement. Speaking of which, discounts and offers sent out by email is an excellent way to drive engagement.

Lastly, e-mail is a great way to create content that works. Writing long e-mail newsletters is handy when you can turn them into posts on your site. Simply add a few links here and there and change parts of the content to make it a brilliant stand-alone blog post. This even could help to your search engine rankings because it provides fresh content to the site.

Now that we know how it helps, what can you do to craft perfect e-mails by taking lessons from email copywriting?

Create an Intriguing Subject Line

Nobody will click on an email with a boring subject line, so it’s absolutely vital to nail this. This is a great opportunity to use words that will appeal to your target audience. Research has shown that people are likely to ignore or delete e-mails with words like ‘buy’ or ‘deal’ in the subject line, so be sure to avoid this, and instead use your SEO skills to find the optimum keywords that will encourage readers.

Keep on with the Keywords

In addition to including keywords in the subject line, make sure to sprinkle a few throughout the body text. If the recipient files the e-mail in a ‘read later’ file, keywords will help the user find the message when they search. It also makes it easier to sell products or services when using relevant vocabulary.

Make it Personal

Selling becomes easier when you develop a relationship with clients and customers. This can be difficult when you don’t actually know the person, but anybody in business knows that you can create a synthetic relationship through language. For example, make sure you address the recipient by name, and use more personal language like using first person or writing “hi” instead of “good day.”

Avoid Spam

According to statistics, 81% of email traffic is spam, meaning email recipients are used to receiving unwanted messages. This means that, not only should you avoid sending spam, but you should also avoid sounding like spam. Consider what makes you click on e-mails you don’t usually read, and start applying those techniques to your own work.

Final Thoughts

In short, SEO and e-mail marketing can go hand in hand. It’s easy to apply SEO lessons to writing electronic messages. Remember these tips and tricks when you’re next sending out e-mails to customers, and you’ll be sure to boost your user engagement.

Writing Headlines for Copy

Copywriting is an essential part of the marketing process. There is a lot of competition out there for freelance copywriters, so how do you make yourself a cut above the rest? Well, there are several things you need to know about writing good copy that will encourage clients to buy into your products or services. But before they even start reading your text, you need to get them interested in the ad.

This article will explore several factors that are important to consider when copywriting, particularly when it comes to catching customers’ eyes and encouraging them to read on. It’s vital to know how to do this. Think about how many ads you see in a day, even just in one magazine issue. People nowadays are bombarded with information in the form of articles, with advertorials and marketing slotted in between. This constant flow of information can easily make your ad fade into the background, but not if you know how to grab the audience’s attention.

The first impression

Even a strong advert won’t perform well if it has a weak first impression. The audience filters out all the information they are seeing by selecting which parts to read and which parts aren’t important. How do they do this? By looking at the visuals and the headlines, or whichever bit stands out most depending on the medium.

In a magazine, for example, the headline and visuals matter most; on a website, it’s the homepage; in an e-mail, it’s the subject line. In essence, you need to be familiar with which marketing technique you are using, and how to best exploit this medium.

The body text is nothing without achieving a good first impression, because people simply won’t bother to read on.

The headline

On the subject of headlines, you need to know what makes a good one. A lot of copywriters opt for ‘cliché’ headlines, making use of puns and humor to catch attention. However, the reality of sales is that people want to be sure about the merchandise, not entertained by the salesperson.

This calls for headlines that promise the reader some kind of benefit. “How to” headlines or ones that ask questions are likely to engage readers. For example, in Marketingprofs.com used this headline time ago: Do You Know the Secret of World-Class Sales Organizations? It is great because readers are promised the reward of learning this secret if they read the article.

Functions of headlines

Headlines can be used to:

  • Get attention
  • Select the audience
  • Deliver a message
  • Draw the reader in

Stimulating, fun headlines are all well and good, but they’re useless if they’re irrelevant. Without a benefit, potential customers will avoid the ad and you’ll make no sales.

Headlines should also select the audience in some way. Obviously, certain products are marketed at a specific demographic, and this should come across in the headline. For example, selling Spanish courses in China does not require an ad that appeals to Spanish expats; even when they could be interested in the content, they are not going to hire the services!

Research has shown that four out of five readers skip the ad after reading the headline. For this reason, some authors say it can be useful to deliver the whole message right there in the headline. Try including the company name and selling promise in the headline; this might make you some sales without people even bothering to read the copy.

But the Internet is different. Most of search engines take into consideration the CTR = the proportion of people that click to visit your article when they see your headline. The most clicks you get, the best ranking you get. So for the Internet while having a promise is great, having all the information may be counterproductive.

Many products and, in particular, services, require a lot of information to be given before the reader is convinced. Therefore, the headline must get the reader’s interest so that he or she is willing to read on a little more. In this case, less is more – leave the reader wanting to know more, leave them a little curious. This way, they will be encouraged to read on.

For example, when writing copy in Spanish, it is agood way to use words like este, esta, estos, estas (meaning this, these) because they make the insights that are supoused to be found in the copy more specific. A reader can live without knowing the solution of the problem, but they for sure will want to know which is “this” specific solution you talk about. It enhances curiosity.

Types of Headlines

If you know anything about marketing, you’ll know that staying ahead of the game requires originality and variation. That said, it also means sticking to things that work. If it ain’t broke, don’t fix it! Below are several different formulas identified by Bob Bly (by the way I highly recommend his books) for headlines that are proven to work.

Direct Headlines

These state things without any ambiguity. Direct headlines tell the reader exactly what they’re getting, straight to the point without any wordplay. Retailers usually use these to announce sales and offers.

Indirect Headlines

These make the point in a not-so-direct way. Remember talking about piquing interest? These are the headlines that raise curiosity and encourage the reader to find out more. Sometimes, they use things like double meaning that force the reader to engage with the body text in order to find out the real meaning.

News Headlines

Words like “new”, “introducing” and “discovery” deliver an announcement about the product. Readers know that the product is new or updated, and this obviously encourages sales. Consumers always want to get their hands on the latest stuff, which is why news headlines work.

How-to Headlines

So many ad headlines start with “how to”, and there’s a reason for that – it works. They offer a quick fix for whatever problem your demographic is facing, which is why this is the default formula for many marketers.

Question Headlines

Once again, question headlines incite curiosity in the reader, willing them to read on with the hidden promise of finding an answer to that question.

Command Headlines

These utilise Call to Action (CTA) phrases that are oh-so-useful for marketers. Imperatives can easily encourage readers to follow your command and, as a result, buy the product.

Reasons Why Headlines

These headlines include a number, such as “4 ways to,” “12 reasons why”, or something to that effect. They tell the audience exactly what they’re going to get in the copy, which can be an effective technique to get them to read on.

Testimonial Headlines

Nothing makes a sale like evidence that the product works. Putting the headline in quotation marks indicates that it is testimonial evidence backing up the product, which definitely gives the reader more incentive.

Switching between different types is enough variation in the copywriting world. That said, never be afraid to try other techniques if you’re comfortable enough to take a risk and see if it pays off.

Final Thoughts

Copywriting requires a good grasp of how to write hard-hitting headlines that work. As with any marketing technique, this requires a little trial and error as you grow as a copywriter. Try using the above formulas and keep in mind the function of headlines to make sure that your copy grabs attention from the get go.

Selling with Text: Persuading your Audience in Copywriting

The whole point of copywriting is to sell a product or service, which means that any copywriter worth their salt is a master of persuasive writing. If you feel that your writing is lacking lately, or just want to learn how to start, then this article is here to get you back on track.

Features vs. Benefits

In sales, a feature describes something about the product; a benefit explains what the product does Copywriting relies on writing about benefits, not features. Amateur copywriters will focus on the facts, figures and statistics (features), which can be off-putting to readers who will get bored of what is essentially a bullet-pointed list of facts about the products. Good copywriters turn those features into benefits, which makes the reader want to actually buy the product.

If you’re really stuck, make a list of the product features and then, for each one, write what benefit it gives to the consumer. The copy material should be written using the latter information.

The Motivating Sequence

There are a number of formulas used by writers to structure copy and make content that sells. In this article, we discuss the motivating sequence, a five-step formula that will help you produce the best content.

1. Attention

Headlines are there to grab the attention of the reader. There are a number of ways to do this, including different types of headlines. It’s a good idea to include the product’s strongest benefit here, to ensure that you definitely hook the reader.

2. Create a problem

The advert should point out something that the reader is lacking in their lives. The need for the product may not be at the forefront of the audience’s mind, which makes it your job to point out what they’re missing.

3. Solve that problem

Quickly show the reader that your product or service is the solution to the problem you just told them about. It shows that your product can satisfy the needs of the customer, and therefore encourages a purchase.

4. Back up your claim

Now you need to prove that your product does what it says on the tin. Discuss the benefits of the product, use testimonials or show that the product works by using evidence from studies. This gives the reader evidence that your product is reliable and reinforces the idea that it’s something they need.

5. Call to action

Call to Action (CTA) phrases are essential in marketing. Ask the reader to do something after reading the article. Ask them to purchase your product by whatever means necessary and make it easier for them to do so by including the company name, address and phone number in case they have questions. For retail copy, include store locations and opening times. Put order forms in the catalogue. Essentially, you need to make sure the reader knows how easy it is to get their hands on your product.

False Logic

Copywriting sometimes treads on a fine line between facts and deception. This sounds morally worse than it really is. It is the copywriters job to help readers make their own decisions about products by presenting facts. However, a good portion of the time, readers wouldn’t by products if the facts were presented so simply.

For example, a catalogue for Harry & David says “Not one person in 1,000 has ever tasted them” in an ad for pears. To the untrained eye, this makes the product seem luxurious and rare; on the other hand, a logician might say that the pears aren’t very popular.

This is called false logic, a term coined by Michael Masterson. It is used by the top marketers, simply because it’s a very effective technique. Even McDonald’s uses it, promoting their “billions sold” slogan to lead consumers into the logic that, just because something is popular, it must be good. Copywriters must twist facts into statements that make consumers want to buy the product.

Unique Selling Proposition

A Unique Selling Proposition, or USP, is something that your product offers that competing products don’t. There are three requirements for a USP:

  1. A benefit or promise to the reader
  2. An element of uniqueness that differentiates the product from similar ones
  3. The differentiation cannot be minor; it must be important to the reader

So many adverts flop because they fail to create a real USP. It isn’t actually all that hard to come up with a USP, but it does require some thought. A popular method is to find a feature that other products don’t have, but writers often slip up here in that they don’t make the USP significant enough. The USP needs to be something that cannot then also be stressed by the competition.

A long-term method would be to build brand personality. Malboro-man commercials marketed Marlboro as the ‘macho’ cigarette, which differentiated it from other cigarettes based solely on brand impression. This, of course, takes much more time, but it can pay off for large companies.

Target Audience

This might seem an obvious point, but it’s absolutely imperative to know who you’re writing the ad for. Successful salespeople can empathise with their customers, understanding their needs and personality (and even their prejudices). Understanding why the customer would buy your product is key; put yourself in their shoes and consider what would make you want to make the purchase. Copy should please the audience in a way that makes them feel understood and like their needs will truly be met by your product.

Thinking like a consumer is an easy way to write copy that sells. Make sure you know exactly who you’re selling to, and that way you can write copy that sells.

Final Thoughts

Copywriters are, in essence, salespeople. This is why, as a copywriter, you need to be able to know the sales techniques and how to incorporate these into writing. Once you get the hand of it, you can put your sales hat on every time you sit down to type and put yourself in the customer’s head. As long as you develop a unique selling proposition, know your audience and provide them with obvious benefits, you can be writing excellent copy in no time.

How to Select the Right CTA for Every Page on Your Site

The Call-To-action plays an important part of every website as it promotes marketing. But how to be sure about choosing the right way to get your users to respond?

Define the stages in the sales thread:

First you need to collate all your offers and arrange them along with the corresponding landing pages.  It means you need to have records of your offers and the URLs. Then, recognize the following steps: awareness, evaluation and purchase which means prospective clients need to be aware of the product/service and are considering the quality offered before they are ready to buy it. The awareness stage is about the needs of the customers while the evaluation stage explains how those needs can be met and it leads toward a purchase. Defining the stages in your sales is necessary because all offers are not suitable for everyone. For example, you sell a translation software and a visitor to your website in the awareness stage probably came across an article on your blog simply because they were looking how to translate an expression. For this situation the best solution may be an educational webinar or an e-book. It may lead the prospective buyer into the purchase stage.

Identify the compatibility of your website pages with the above mentioned stages.

When you know what visitors like most in a particular stage of the sales you can figure out where to put the offer CTAs that are aligned to the stages. The best way to do this is to rely on marketing analysis and to your common sense. To make the best marketing decisions many marketers use HubSpot Conversion Assists. It helps to see what pages on your website are most interesting to leads and customers. For example, if you see that certain pages are viewed before lead converted into customers it means the pages are effective in the evaluation or purchase stages.  Of course, common sense should not be neglected as logical thinking can bring you to some solutions about who your visitors are. Sometimes you easily place visitors depending on what page they are at.

Use analysis to detect good offers:

If you have identified a lot of offers for each of the stages you could discover more about the best offers. This is especially important if you have a wide range of offers and want to choose which offers to use in CTAs on your website. Though, if you don`t have many offers, you may want to create CTAs for all of them so no need to use the same CTA on every page. Also, you can choose the best offers by using the landing page conversion rate. At the end, when you add all the offers and match them to their appropriate stages in the sales you will know which offers you will use in CTAs in which website pages. The final step is to add the CTA buttons for the offers to the respective webpage.

As a Spanish copywriter I can help you to write or proofread your CTAs and all the rest of the text of your website. Write me a message with your idea and I will give you a budget!

5 Scientifically-Backed Copywriting Tips

If you want to improve your copywriting skills, you can find help with neuroscience studies and behavioral psychology. The problem is that you have to go through mountains of dry research papers and (sometimes boring) statistics to find some useful nuggets.

In this article, we are going to look at some interesting studies on the human mind and how they can help you create an enchanting copy for your web.

1. Weave authentic stories into your copy

This is old advice but it works so well. Using stories can help you ignite your audience’s imagination, make them feel your copy and let down their guard. Some people are reluctant to sales copy but will respond well to well-pitched stories thus giving you an open window to persuade them.

Also, research by Melanie Green and Timothy Brock shows that stories that have either detailed imagery (think of the Lord of the Rings), suspense (think the Harry Potter series), or metaphors and irony (think the Animal Farm) works very well.

2. The evil is in the details

If you want to sell or just want to persuade people to do your bidding, then you need to be specific in your copy.

Take these two paragraphs:

“We are the best in the industry. We have been in business for long and our customers trust us. You can find all kinds of woodworking tools in our store and they are priced reasonably.”

And

“We have been in business for 25 years and we have been able to serve more than 100,000 customers in our locality alone. All our woodworking tools are priced below $90 and you’ll find we typically respond to customer’s inquiries within 24 hours.”

Which one would you respond to more?

It’s clear the second paragraph is stronger and will likely convert better than the first one. In fact, simple details like this may be what you need to convert tightwad customers.

3. Use  more verbs

Most writers cling onto adjectives in their writing even though it’s not as effective as verbs.

A group of admission officers analyzed persuasive admission letters and found that letters that use more verbs actually performed better than those powered by adjectives.

Why?

Because verbs are specific, short and help you get to the point. This is why they are hard to ignore so use them more in your writing.

4. Use power words

It’s true that certain words are just more persuasive than others. If you notice from the beginning of this article, you’ll see I’ve used the word “You” several times (probably more than any other word in this article). This is a power word that helps you connect with your reader on an individual level.

Research has shown that seeing your name on screen/print make you more receptive to information. When your name appears in a message, you become trusting and more engaged as if a friend is talking to you.

Others are:

  • Dan Ariely, in his book Predictably Irrational, illustrates this with a study where a group of people was tested on chocolate truffles and Hershey’s Kisses. Initially they chose the truffles over Kisses when it was a penny, but when the Kisses was offered for “free”, people choose them over the truffles by 38%.
  • Robert Cialdini conducted a study where someone would cut in line using different words for a request. When a polite request was made, people were not willing to give permission. But immediately “because” was added (can I use the copy machine first because I need to make a copy?) people were willing to concede even though that request was nonsensical (and not even polite).
  • MRI studies show that people want rewards now (we all want) and if you can invoke a sense of a quick incentive, you are more likely to persuade.
  • Research has also shown that newness is important for a product because people want to try out new things.

Basics of Copywriting

Copywriting is the essential skill of writing sales promotions and marketing materials; it’s all about being a good salesperson that can cleverly persuade people to buy into a product. This is why it is an absolutely vital skill when it comes to online marketing, including promoting your brand to an online audience. Copywriting is a skill used in so many fields of work, so it is an important skill to master. This article will give you the basics you need to know about the field of copywriting.

What Exactly is Copywriting?

Copywriting is needed in promotions to target specific audiences and sell products or services. Before the technology age, copywriting was still a relevant skill in advertising, but it has completely exploded since the introduction of the internet and electronic marketing. It encompasses a vast array of writing tactics, including websites, e-mail copy, online articles, social media posts, ads, and more.

A marketing campaign for just one product can require copywriting for all of these components in order to run a successful campaign. This is why there is such a large need for freelance copywriters, and why you should want to possess this highly-sought-after skill.

How Does it Fit With SEO?

SEO copywriting is still on the increase, with numerous businesses seeking experienced and talented copywriters. This would mean writing marketing materials with search engine optimisation in mind, creating SEO-friendly content that also puts sales across.

Of course, in order to do this, you have to have some knowledge of SEO and how to create engaging online content, and only then can you master the skill of SEO copywriting.

What Makes for Good Copywriting?

If you want to create the best online content, you have to make sure you target a specific audience with your words. This means writing advertising content that is geared at a certain demographic, meaning you can write better and make more sales. In addition to this, you should make a connection with your audience; try writing in first person to strike up a rapport. This is a really good way to persuade people to buy into your products or services.

Although this point should be fairly obvious, good copywriting should really show off the product or services, or in the case of brand management, it should really sell the company as a community that people will want to be a part of. To do this, not only should you use persuasive language and classic advertising techniques, but also try including client testimonials, test results that compare the product to competing brands, or include a marketing video.

You should also include a call to action that will encourage immediate engagement by clients. This means guiding them into interacting with the content in some way, using imperatives such as “click here to see how easy it is to use this product” or incentives such as “order now to save 10%”.

Final Thoughts

Copywriting is a skill that takes time to develop, and it requires tweaking and changing your writing style over time when you know what works.

Now that you know a bit about copywriting, it’s time to combine this knowledge with prior SEO skills to become a copywriting master.

3 Tips to Earn Your Audience’s Attention

As a freelance copywriter I face everyday the fact that there is too much information to read. As a result most published content are becoming ineffective. Readers have developed a sound filtering system that easily weed out bad content and respond positively to good content.

As you can see, it’s important (now more than ever) to create better content that resonates with your audience because that’s the only way to earn their attention. This takes lots of effort and learning, but it’s doable.

To help you create content that stands out and earn your audience’s attention, here are a few valuable tips from copywriting theory you should try now:

1 Tailor your content to a specific individual you want to connect with

Before you put pen to paper, ensure you know who you are writing for (i.e. your target audience).  What does your reader really want to see? What is her pain point? What problems is she facing now and how can your content provide solutions to these?

But, how do you find out about these things? One way is researching their demographics, age, hobbies, what they like/dislike and so on. And then you also should research in the internet: keywords, Google suggestions and so on.

The objective is to identify a specific problem your potential customer is facing now, and tailor your content to that, in order to earn their trust.

You can start by highlight a problem and promise a solution in the content if she reads.

This can immediately grab attention and make her want to read your article. Some copywriters would spend days or even weeks just researching what their audience wants. After this exercise, they come up with a central benefit and continuously hit on that throughout their copy.

2. Craft the content that that person actually wants to read

Look at websites like Wikipedia or your favorite sites, what do they have in common? They consistently provide content that you find useful, which gets your attention and that is why you always go back for more.

This is what you want your own content to achieve your brand.

And that means writing in a way that makes your readers go, “Oh look, he knows what I’m struggling with and is going to help me!” After that, you need to craft headlines that address their urgent needs.

When your headline matches what your readers want now, they will notice and pay attention to what you have to say. After you figure out the content your reader wants to read, and a headline that communicates that to her, you now need to make your content consumable.

Adding lots of white space, featured images, useful videos, and a strong introduction to your content can go a long way in helping you nail down your reader’s waning attention.

3. Invest money or time in design

If you have a website where you connect with readers, you have .05 seconds to create an impression and that’s when your readers form an opinion about your site. Graphic design is one (out of many ways) of getting people’s attention so you need to incorporate it into your writing.

When it comes to your website, think what you need your users to do and if you do not have money, invest time researching free themes until you find one accurate. You don’t have to spend 5 figures, you can get high quality designs cheap and even free, but you will need t o invest a lof ot time researching, looking for them and checking all the features: lay out, mobile optimization, loading time, etc.

Finding That Perfect Article Length

There are many tricks of the trade when it comes to article copywriting. Being a good writer is about finding a good balance and a combination of many factors, pulling all these things together to make a perfect piece. One of the most important factors to pay extra consideration to is the length of the article. Here, we will talk about how to hit that perfect sweet spot when writing your articles.

Too Short

Writing an article that is too short is dangerous. It is highly unlikely that you can fit all the necessary content into a short article. Depending on what the topic is, a safe length is probably 500 words or more, because anything less than that risks being void of information.

Of course, sometimes, shorter is sweeter and if the topic is quite concise then it is best to be succinct rather than repeating yourself and finding irrelevant ways to lengthen the article. However, this does not mean that every article should be short.

Another risk involved with short articles is cramming. It is quite possible to write a short article on a detailed topic by cramming too much information into very few paragraphs. This, however, makes the article very hard to read and is likely to deter readers due to its complexity.

Too Long

Getting carried away and writing an excessively long article is all too easy. Sometimes, you might want to over-explain certain aspects of the article and end up writing too much. Other times, you might just want to add extra bits of information here and there.

Long articles are very hard for readers to digest, especially if it’s an article that isn’t broken up into subheadings and categories. In this day and age, people have a relatively short attention span, and therefore they may get distracted or bored when reading a long article.

So, it is much better to cut down on the word count sometimes and stick to the point. But how?

Cutting the Length

There are several ways to cut the length of an article:

  • Read back through your work and try to see if you have repeated yourself. If some parts of the article explain really similar concepts, cut it down to just one explanation or example.
  • Don’t ramble. Always stick to the point and don’t go off on a tangent, and this should keep the word count down to a minimum.
  • Make use of simple sentences. Scattering simple sentences throughout the article avoids the excessive use of long, complex sentences and can make it easier to get straight to the point.

A Final Tip

After you have finished the whole piece, go away and do something else for a few hours, maybe sleep on it. Then, after spending some time away from the screen, read back through your article as if it was someone else’s work. Are you bored or tired? Do you feel like there was enough information included? Asking yourself these questions can help you to understand whether the article needs to be longer, shorter, or if it’s just right.

Now, that brings this article to an end, before I go on too long!

Using Jargon vs Keyword Stuffing

In the world of freelance, you’ve probably heard the term “keyword stuffing” thrown around a lot. But what does it actually mean?

When writing articles, particularly blog articles, it is important to use certain keywords throughout the text. Linguistically, a group of words that are related to the same thing is called a semantic field. Using lots of words from the same semantic field makes the piece a much better read for the audience, because it makes the article much more relevant. It keeps the article on task and keeps the reader drawn in. In addition, using plenty of keywords is a way of boosting the page’s views and likes: Search Engine Optimization (SEO) is a skill that many companies search for when looking to hire a freelancer.

However, there is a very fine line that you must be careful to avoid crossing. There is a stark contrast between good SEO writing and keyword stuffing. This would entail using too many relevant keywords and phrases, filling the article with incomprehensible nonsense just to boost the website activity. Of course, doing this makes any article incredibly difficult to read and actually deters readers, thus in the end achieving the complete opposite of what was intended. It may gain more clicks, but it does not create a good piece.

Keyword stuffing is not only detrimental to site reviews, but also to any views at all on your site. Google has rules that prohibit suspicious sites that they regard as spam, and this may include sites with a lot of keyword stuffing. Articles that are crammed with similar words and full to the brim with nonsensical phrases are considered fake, and may be blocked on account of not being a “real” website.

Due to search engine rules, it’s important to avoid keyword stuffing as much as possible. But on the other hand, it is equally as important to slot plenty of keywords into the text in order to boost the numbers a little. When writing on any topic, familiarise yourself with some of the jargon so that you can weave it cleverly into the article, still making a smooth piece that flows easily. This creates an enjoyable piece for the reader as well as using SEO techniques to improve the popularity of the site.

The line between good SEO writing and keyword stuffing is a very fine one, but with practice it is fairly easy to master. It’s as simple as learning the proper techniques for SEO, such as finding the most appropriate and effective keywords using online tools. Being a good writer helps, as you can form a solid and appropriate piece with ease and work keywords into it with fluency.

At the end of your work, always read over your writing to ensure that it makes sense. If possible, take some time out between finishing the piece and doing your proofreading so that you can read over the work with a fresh mind. This way, you will be able to notice any discrepancies and if the article works well.