Lesson 5: Master the art of making your content perfect

Perfection in content writing is an art, which can be mastered only if you know how to persuade it.

Understanding the purpose: Every piece of content has its purpose. A news story informs about an event, a product description informs about its features and benefits, web content aims to promote products and services offered by the company, a blog post conveys an idea or opinion. Understanding the purpose of the content piece you are working on helps you to decide its structure and tonality.

User-friendliness: Ever thought how many (short or long) articles you read on the web per day? Or to be more precise, do you read all of those articles, or just skim them?

No matter how interesting your content is, the longer it is, the more chances it has of putting off the reader midway. The only way to avoid this is to make your content skimmable. You can do it by formatting the article properly. Use heading, subheadings (H1, H2, H3 and so on), bold highlights, bulleted lists, images etc.

Don’t write extra-long sentences: You will need to use a combination of long and short sentences to make your writeup a nice read. But make sure to avoid writing very long sentences as they make it stressful for the readers to read and understand. Break them into smaller and simpler sentences.

Keep your writing in context: A good writer sticks to the scope of the subject. While writing about places to visit in Atlanta, you do not need to waste half of the article in describing the history of Atlanta. Yes, if the place has a remarkable history, you can mention a line or two, but you need to keep in mind the context of the article. Similar flow should be maintained with regards to subheadings as well.

Search engine optimisation: Search Engine Optimisation is an exhaustive topic. However, in short, there’s one thing that always works i.e. well written, informative articles with target keywords integrated naturally.

Relevant keywords, preferably with high search volume and low competition, can be found using the keyword research tools like Google Keyword Planner, Ubersuggest etc.

Use references and stats wherever required: When you talk with numbers in your hand, people listen. This applies with your content as well. Back your statements with facts and figures to make your write-up powerful. For example, while talking about the economy, you can mention data related to growth, employment etc. sourced from reliable reports. Also, don’t forget to give credit for the information to the original source.

Never forget to revise: After you have completed the write-up, take a break and revise. You took hours to write a copy, investing a few more minutes in revision is never a bad idea. You would be amazed to see how much difference it would make.

In short, revising a write-up does two things – removes grammatical and spelling errors, and improves the language of the write-up. You can use tools like Grammarly and Hemingway app to achieve perfection in your writing. Just a word of caution, not all the suggestions provided by these tools are correct. Use your wisdom and accept only the suggestions that look correct.

Write, don’t rewrite: Many writers have the habit of copying long sentences from other sources and just rephrasing them. Search engines are too smart to understand this and often penalise websites which publish such content. It is ok to use other resources to seek information but it is not ok to copy. Always write original content.

Check for plagiarism: Ideally, if you are using other sources just to seek information, and writing the content yourself, your write-up should automatically be plagiarism-free. However, it could be a good practice to check your articles on plagiarism checker tools like Copyscape or Grammarly Premium. Professional writers follow this habit of providing a plagiarism report along with their content to the clients. This boosts clients’ confidence in your content and helps with client retention in the long term.

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  1. This was very helpful, thanks

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