The ability to write articles is achieved through practice and the use of appropriate writing techniques
The process of creating a literary text (or, in this case, a blog article) is not as simple as it may seem. It requires prior planning, an investment of time and resources or several revisions to correct mistakes and improve the content. In this article, we want to focus on the active process of writing with a small guide of recommendations. Therefore, in OCCAM we have compiled the 10 most relevant tips for writing articles that your readers want to read and share. Let's see them one by one!
Follow an editorial line for writing articles
First of all, it is necessary to establish a style guide for your content strategy if you haven't already done so. Also known as a manual or style guide, it consists of the stylistic, spelling and layout rules to be followed by all those involved in content creation. Here are some elements that you can include in this document:
- spelling and grammatical criteria.
- tonality or how to speak to the reader.
- sEO writing techniques to follow.
- requirements for the inclusion of images or videos.
- size and typography of text and headings.
- correct use of bold type.
As your content marketing strategy progresses, you will be able to complete the style guide according to the doubts of the editors or the problems that may arise. The objective is to maintain coherence and unity between all the material offered by the company to improve its visual image and reputation. To do this, in addition to the guide, it is necessary to design an editorial plan.
Tutea readers and address them in the second person
Your articles aim to solve readers' doubts or problems with didactic information and a friendly tone. That is the key. You want your potential customers to read your blog and perceive you as a trustworthy brand that can help them and cares about them. Therefore, to achieve that relationship of proximity, it is important to address your readers in the second person. This does not mean that using the pronoun "you" is incorrect, but it may not be the best tactic for writing articles if your goal is to attract customers.
Use simple language
Repeated use of unconventional words not only detracts from credibility or trust in your brand, but also makes it difficult to read. The wealth of the Spanish dictionary is vast, but good writing always takes context into account. Here, the aim is to resolve doubts, not to create another problem for the reader with words whose meaning is unknown to them.
Avoid technical terms and take care with acronyms
Technical terms are concepts linked to a specific branch of knowledge whose meaning is unknown to the majority of the population. Each science, profession or art incorporates technical words commonly used by those involved that many people are unaware of. It is therefore advisable to reduce the use of these terms and, if they are used, to define them to make them accessible to the public.
Acronyms are acronyms that can be pronounced as a word in their own right. For example, in marketing, many acronyms such as "CRO", "SEO", "CAC" or "ASO" are used. It is important to break down these acronyms and explain them the first time they are mentioned, and to reduce their use whenever they can be replaced by simpler terms.
Be clear and precise
Use the right and necessary words to express the information and ideas that readers are looking for. Always try to find the expression that best explains what you want to say and keep it brief but complete. To do this, do not hesitate to define concepts or provide context if it can help the reader understand the content. Therefore, do not leave anything important out and avoid reiteration or redundancy. Put yourself in the user's shoes and answer: does your article guarantee a pleasant, direct and concise reading?
Use the active voice
This recommendation aims to make your texts easier to read, understand and assimilate. Let's see an example. A sentence in active voice would be: "Marta is writing a new article". On the contrary, the passive voice would modify the sentence and it would read: "A new article is being written by Marta". So... Which formula do you consider more appropriate for your content?
Write short sentences and paragraphs
Texts, like films or songs, have their own rhythm that gives them personality and creates a habit of reading. In this sense, the best thing for your strategy is for articles to be agile and entertaining. For this, your greatest ally is the white space offered by the division into short paragraphs, as well as the writing of short sentences that are syntactically easy to read. For example, you could cut a subordinate clause and turn it into two sentences that say the same thing. This way, you avoid readers getting lost while reading and they can move forward without difficulty.
Structure articles by subheadings
Headings provide readers with a quick overview of the entire content of the article and are therefore very useful for creating effective structures. They also provide white space, facilitate the writing process for editors and organise the information.
In this respect, the two most attractive article formats for users are the list and the chain of instructions. Both offer a clear and visually simple structure divided into headings. In addition, these articles have a good chance of ranking well in search engines, although it is essential to respect the hierarchy of headings and tags.
Connectors are a great help in providing rhythm, linking sentences and situating the reader in the text. There are plenty of examples so as not to repeat and use the most appropriate one according to the context and purpose of the sentence. They are also a great resource for shortening sentences.
Forget about irony and sarcasm
The opportunities offered by these resources in literature are obvious, but in a content marketing strategy they are not appropriate. Irony or sarcasm can annoy readers if they do not perceive what you really mean or if they consider them out of place. Therefore, it is best not to risk the trust of users towards your brand and opt for a direct and friendly language.
Now it's time for you to face the blank page and start writing articles. Follow these recommendations, make the most of your literary skills and remember to be original. Go for it!