• Holly Steger

How to write an article that drives engagement and delivers results

Updated: Sep 29, 2019

Writing really is an art and as such it needs to be done with careful thought and consideration. In this blog post, I’ll take you through my ‘must haves’ when it comes to writing an effective article.

First and foremost, you need to make sure people are interested in what you have to say or the topic you are discussing. Before you start any article or piece of writing, consider what value it's adding to your target audience. If the answer is not a lot, consider coming at it from a different angle or rethinking your topic.

I recommend planning out your article structure and content before you begin writing. This sets you on a clear path right from the get-go. It also ensures your have all the information you need to get started.

There are four key sections I recommend you include in every article you write. I recommend writing each section out and then putting bullet points underneath during the planning phase. Once you think you have all the necessary information, you can then use the sections in the same order as the below to help craft the story.

1. Key messages

  • What is the point of the story?

  • What are you trying to achieve by writing it?

  • If the reader took one message from the story, what would want this to be?

2. Proof points

This is where you note down any key information that needs to be included in the story. This could be things like:

  • Product information

  • Research

  • Data

3. Real life examples

This is the part that really gives your story life. Connecting your story to the real world makes it believable and relatable. In this section, you should give the reader a real-life example to back up what you’re saying. Case studies are a fantastic way to do this.

When writing about a real-life example, it’s a good idea to identify a problem and a solution. For example, what problem did 'customer a' have and how did 'product a' provide a solution?

4. Call to action

What do you want the reader to do after they have read this? Some ideas could be:

  • Contact their local dealership/shop

  • Visit a website for more information

  • Make a phone call

  • Register their details

Get in touch today if you would like to hear more about writing an effective article.


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