How to successfully write a blog and web content

Having a blog is one of the key elements for an inbound marketing strategy. It is one of the first contact points with potential customers.

Addressing the problems and expectations of your readers, will increase the probability of turning potential customers into real customers.

Does your company have a website and are you used to creating blog content? Are you planning to start a blog soon? Here are some tips which might help you improve the quality of your website content.

1. Improve your articles

Rule number one: your content must be unique. This rule applies to any kind of web content, be it products or services.

If you copy content from another website, it will not appear because Google uses a duplicate content filter which prevents listings in the SERPs. An inexcusable mistake for a quality digital marketing strategy!

Rule number two: write long articles. Indeed, Google considers that the quality of an article depends partly on its quantity.
Expect 800 words or more per article to be considered complete (by Google).

You can use the marketing analysis software Semrush. Especially its SEO Writing Assistant is useful for content marketing. This allows you to check your SEO, optimise your article and improve readability.

Semrush suggests which keywords to include in your article and how many images to add. It also provides recommendations for the length of sentences and much more to optimise your content.

Use an eye-appealing and clear presentation for your article. For example by writing short paragraphs, using subheadings and making lists to improve its readability. To put it in a nutshell, if you write an article, make it easy to read.

Also, you should not overload your website with intrusive banners.

2. Connecting with the reader

When choosing your articles, focus on highly specialised blog topics to answer specific questions that your potential customers may have. In this way, you can show your expertise and professional competences.

Create a blog story to make your article more engaging. Storytelling means adding (personal) stories, to your blog posts to get closer to your readers.

Adding some personal touches makes your brand more accessible and strengthens the bond with potential customers. It is important to include concerns of current or potential customers, your experience or even mistakes and how you have solved them.

Also, use a common language register and a friendly tone in your articles. Readers want to feel close to you, so make sure you answer their questions, without creating distance.

In order to get as many people as possible to visit your company's website, the title and meta description should correspond exactly to the content of the article. If your article deals with another topic, the reader will not spend much time on your website.

Add internal links to your article. The reader will spend more time on your website, which also improves your natural positioning.

3. The importance of how to end your article

A high quality article should always end with calls to action. This means encouraging the reader to do something. Here are some examples:

• "Share this article on your networks"
• "Leave a comment"
• "Subscribe to the newsletter"
• "Download the white paper”
• "Buy"

With calls to action you can win new customers and increase your company's turnover.
Don't forget to respond to the comments under your article to show your ability to reply and your commitment.

Add a short biography at the end of your text to let readers know who you are and what skills you have. A biography of two or three lines is enough. You can also add your social media profiles.

4. Improve your multilingual website content

If you are present in international markets, you will have to translate web content. But it's not that simple. It is likely that your content will have to be adapted during the translation process.

Imagine, you are an English cheese manufacturer. Your company has written a blog article with a lot of technical data explaining the different geographical designations. Despite good intentions, much of the information will not be relevant to a Japanese or Russian. It is always better to adapt and translate blogs or any other web content to demonstrate good blogging skills.

We modify our article content regularly to adapt to different target markets. Marketing translation can be a real challenge for a translator, as it requires understanding and adapting to the target market and culture.

If you have a solid budget, instruct a translation agency  for professional web content translations and adapting your texts to your target market.

In addition, a professional translation company can help you to manage your website’s translation more efficiently. An efficient process reduces the time between the publication of the original and its translation.

5. Conclusion

In this article we have discussed simple ways to improve web content creation. It is considered the most effective SEO tactic, so don't ignore it. It is a time-consuming strategy, but it pays off in the long run.

Consistency is also very important. Create an editorial publishing calendar and stick to it. Google rewards persistence.

Finally, we recommend to review your content before publishing. It’s important to avoid any mistakes that may confuse the readers. No one is immune to small typos or silly mistakes.