Your project doesn't take off. Or, worse, it fails. I don't want to paint an apocalyptic picture, I don't think that a spineless and spineless copy is the cause of a complete collapse of the website or the company blog. But it is clear that you cannot proceed without the attention of the reader.
And you maintain this gold mine – the aforementioned attention – with intense writing. So interesting, lively, rhythmic, rich in content but lean. In these cases, Italo Calvino is my source:
“Lightness is not superficiality, but gliding over things from Qatar Phone Numbers
above, not having millstones on your heart.”
American Lessons
This means that to be light it is not necessary to become superficial. You do not have to remove what is needed but the superfluous. Which is the secret of every work: the Pietà was already in the block of marble. Michelangelo, an artist of taking away and not of adding, only removed what was not needed.
Is content quality becoming increasingly important?
The quality of content is a torment that has accompanied us for several years. The concept is clear : it will be increasingly important because the competition increases. Before the web was something for a few, when I started blogging we were just a handful of people publishing content. What times!
It's quite easy to make a difference in this context. Today you have to jump through hoops also because the big brands have understood the importance of doing content marketing designed to assert themselves on informational searches and not just strictly commercial ones (where we are now saturated).
This means that you have to give your all to have a place in the sun for your brand. It is not enough to be there, it is not enough to open a blog to get noticed. The competition is strong but the path to follow does not change: you just have to find the right niche. It is not easy, I know. But the way is there.
What are the steps you take before writing a text?
The secret recipe (which is not secret) requires first a study of the serp for the most important queries that I want to address. This allows me to understand what Google prefers , what are the best works done by competitors and if there are any related questions expressed by the public.
For example, at this stage the Keywords Everywhere Chrome extension ( keywordseverywhere.com ) is useful to me, with which I extract all the keywords connected to the main one. Then I take a step on Semrush or Seozoom to delve deeper into the topic.
A topic that must also be approached from a different perspective: sources. Never start an article if you haven't studied first. This way you also have any links to recommend to the public.
What do you do after you publish a text?
I reread it to remove what is not needed. I have this obsession: I want to make sure that the content is well structured, easy to deal with. I make sure that I have divided the paragraphs with the right balance, that the bullet points are at the service of good reading and that the bold is really useful for balance.
Great attention must also be paid to the various H2 and H3 to confirm the good structure of the post. Check the various links with verification of the anchor text and off you go. This is the recipe for writing fast.
What message do you want to convey with your latest book “writing to inform”?
Writing to inform
The message I want to convey – or rather, Cristina Maccarrone and I, who is co-author of the book , want to convey – is simple: there is no right way to write in a way that pleases everyone. But there are some basic rules to follow to ensure that the contents can make inroads on the platforms that we use today to build our media diet.
Online newspapers are not separate entities and must respect technical, stylistic, SEO and user experience principles ; at the same time bloggers should know the basics of journalism.
This is to ensure the right light to sources, to replies, to the right of reporting. All this is Writing to Inform.
Conclusions
Reading is a mental process that allows the reader to understand the meaning of texts and images by decoding information more quickly.
We should improve the interaction with our visitor through neuromarketing techniques.
We should find more time to delve deeper into the needs and desires of our buyer personas.
We should analyze user behavior on our site more carefully.
How are you doing it?
