How to Become a Good Writer and Improve Your Blog Content

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Content is king and writing forms the basis of most of the content on the internet

Without it, you're doomed to lower conversion rates and search engine rankings.

Whether it's a blog or a landing page, you need great writing to make sure you know how to get ahead.

The question is, what exactly forms good writing on the internet?

The Basics of Content Writing

Content writing covers most of the articles, posts, and other odds and ends you see spread across the internet. Along with copywriting, it forms the basic components of any monetized website's marketing campaigns.

The content contained on the internet is different than the stuff most of us read growing up. The literary-inclined often have a much harder time wrapping their head around the format than those who are used to just communicating through messenger apps and texts.

You're not writing a novel; long paragraphs aren't going to build up a following online.

Your content should be geared towards bringing traffic to your blog, more readers means more potential customers.

The Biggest Thing to Keep in Mind

There's a reason for the format used on the web, people rarely read entire articles.

Instead, they're generally skimming to find the information they need.

They even skim in a specific order. This is known as the "F-pattern" which been established by heatmapping technology.

For the most part, people will view your content starting in the top left and then skim until they find the information they need. Modern best practices for content all revolve around this pattern.

Introduction, Body, Conclusion

Your content can be divided into three basic categories, no matter the length or subject.

Your introduction is a hook. You'll use it to keep the reader interested and going down the page. Most of the time it will be 50-150 words and serve to grab the reader's attention.

Introduce the problem, go into how difficult it is, and show how your content brings a solution.

The body will comprise the bulk of your content. Keeping it in line with the F-pattern is relatively easy, just make sure that each section of the body contains exactly what's needed and stick with shorter paragraphs.

The conclusion to an article should always involve some sort of call to action. Link to a sales page, another blog post, ask for comments, all of these are great ways to go. Just be careful not to turn every blog post into a long-form sales letter or you'll drive away readers.

Keyword Inclusion for Search Engines

No matter how you plan on marketing your content, you'll need to target keywords.

Your keywords should be included as naturally as possible. Try to use them in the introduction, conclusion, and at least one subheading as you write the article.

Don't just stuff the keywords everywhere you can. Google will heavily penalize you for this.

Familiarizing yourself with the basics of semantic search will help a lot. Synonyms and contextual phrases similar to the query of the user will also show up in the same search.

Keep in mind that long-form articles also tend to rank higher than shorter articles. The more depth your content contains, the better off you'll be.

Getting More Advanced: Styling Your Content

Stylizing content is also important. Just because web posts have a certain art-form to follow doesn't mean you can't get downright artistic with it.

You'll develop your own personal style as time goes on, but it's important to make sure it's the right style to bring readers in.

Setting the Tone

The tone is extremely important. "Conversational" or "engaging" are the biggest descriptors you'll find.

You also need to fine tune things to appeal to your audience. A young, hipper audience enjoy some snark and profanity, but try using the same tactic when you're targeting the 50+ crowd and you won't get anywhere.

Your target audience should be defined from the outset for the best results.

Consistency is key here. If your blog is all over the place when it comes to tone it can break the branding of your business and leave readers a bit confused.

That doesn't mean all articles need to sound exactly the same but switching back and forth between dramatically different tones isn't going to help you in the long run.

Visual Formatting

Your posts should be appealing to the eye in addition to giving the user the information they need.

There are a lot of ways to do this and almost all of them involve breaking the text in some fashion.

Bold, for instance, can be used to make key points stand out. Italics work well for emphasis. Both disrupt the "line," and will draw the eye more than standard text.

Both can also make your writing look downright cheap if you overdo it.

Bullet points are another great way to break things up. They'll almost always indent, which naturally draws the eye to them, and you can give key points on a subject there.

Numbered lists can be used similarly and are great for small sets of instructions in a larger article.

The Art of Copy

Even an informational blog post should have some potential to lead a user to buy your product or service.

The idea behind using a blog to promote your business isn't to have a collection of long-form sales letters. That's what your landing page is for. Instead, you want to carefully guide users to the conclusion which is most profitable for you.

Information-based persuasion is what you're looking for. Some of the best ad campaigns in history have been based on gently guiding the viewer to making their own decision. Just take a look at the work of David Ogilvy for examples.

It's a fine line to walk and one which you'll only be able to do with experience in the field, which is why so many businesses outsource their digital marketing efforts these days.

The Key to How to Become a Good Writer

The best way to become a great writer is pretty simple in the long run: practice and experience. We all make newbie mistakes when we begin to write web content but learning from those mistakes is the key to constantly improving.

That doesn't mean pumping out a 500-word post twice a day for extended periods.

Instead, you need to look at each post individually as you begin to gain traffic.

This is digital marketing. We're not competing to become Poet Laureate or win a Pulitzer Prize. Instead, our goal is much simpler: we want to convert as much of our traffic as possible.