What Is Content Writing? 13 Tips for Creating Amazing Content

At Ahrefs, we write plenty of content material. We’ve over 320 weblog posts and greater than 200 movies printed on our YouTube channel—most of that are scripted.

For sure, we all know a factor or two about creating superior content material that your viewers desires to eat.

On this submit, we’ll cowl 13 greatest practices you possibly can apply to your personal content material writing. However first, some fundamentals:

Content writing is the method of researching, planning, writing, enhancing, and publishing content material for the online. It might be a weblog submit, video script, gross sales web page—something that will get printed on-line.

Why is content material writing vital?


Content writing is vital as a result of content material has the ability that will help you entice and retain clients.

That is referred to as content material advertising and marketing, and it’s why you’re studying about content material writing on the Ahrefs weblog. By educating you on the significance of and greatest practices for content material writing, we hope to extend your consciousness, curiosity, and demand for our product.

Finest practices for content material writing

Everybody has their very own opinion on easy methods to write one of the best content material. One of the best practices I share beneath are merely those we’ve discovered to be true through the years and have helped us to thrive in our content material creation efforts.


1. Use a template

You don’t have to begin content material writing from scratch. Most fall into just a few sorts—listicles, how-to guides, critiques, and so forth. Due to that, templates for them exist. You need to use them as your basis and fill in your analysis.

The truth is, we’re utilizing a template for this very submit.

How are you aware which template to use?

It is dependent upon your aim. However if you’d like your written content material to face one of the best probability of rating excessive in Google and attracting natural visitors, select one which aligns with what searchers are trying for.

For instance, if you happen to Google “content material writing” (which you most likely did), you’ll see that there are fairly just a few listing posts rating.

SERP overview results for keyword

That’s why we went with this angle—as a result of the top-ranking outcomes are proxy for what searchers wish to see and, in consequence, what Google is most probably to rank.

2. Create a confirmed define

Whereas a template is sufficient to get you off the bottom, it’s possible you’ll not exactly know what you’re going to put in writing about.

For instance, we’d hit writers’ block fairly shortly if we tried to put in writing this submit from begin to end with out fleshing out a top level view.

Right here’s what it appeared like for this text:

Bullet points of key things article should cover

How did we determine what factors to incorporate? A number of the factors are our distinctive concepts, however we additionally took inspiration from the top-ranking pages.

Extra particularly, we appeared for frequent themes and factors amongst them to raised perceive the sorts of questions folks wished solutions to and the varieties of recommendation they have been trying for.

For instance, utilizing the free on-page report in Ahrefs’ web optimization Toolbar, we will see a few frequent themes within the subheadings of top-ranking pages.

SEO Toolbar showing list of subheadings

You’ll discover as you learn via this submit that we included comparable factors.

3. Make it share-worthy

Individuals share content material for every kind of causes. Jonah Berger highlights just a few in his bestselling e-book, “Contagious.” Individuals share issues as a result of it:

  • Makes them look good or helps again up their very own viewpoint/narrative.
  • Makes them really feel some type of emotion, e.g., anger, awe, happiness, and so forth.
  • Is associated to present occasions.
  • Provides sensible worth or utility.
  • Has already been shared by many others.
  • Let’s focus our consideration on #5.

    Getting some preliminary shares is the important thing to setting this flywheel into movement, and a technique to try this is to construct “share triggers” into your content material.

    Yow will discover “share triggers” by trying for frequent hyperlink causes in an identical web page’s backlink profile—as hyperlinks are a type of sharing.

    Right here’s how:

  • Go to Ahrefs’ Key phrases Explorer
  • Search for a subject you’re writing about
  • Have a look at the SERP overview
  • Discover a comparable article with a number of referring domains
  • Click on on the quantity within the Backlinks column
  • Skim the Anchor and goal URL column for commonalities
  • SERP overview for keyword

    For instance, if we do that for Large Commerce’s submit on internet affiliate marketing, we see fairly just a few persons are linking due to talked about stats (most likely on account of principal #1).


    Should you’re writing about the identical subject, mentioning these or comparable stats will possible enhance shares.

    4. Give your submit a singular angle

    Greater than 3.5 million blog posts are printed every single day. If you wish to compete, it’s important to stand out. Differentiate your self by tackling your chosen subject from a singular angle.

    Right here’s an instance. Procrastination is just not a brand new subject. But Tim Urban’s post on procrastination is likely one of the hottest on his web site (or even perhaps the web). Why? It’s as a result of he tackled it from an angle that nobody has seen earlier than.

    Somewhat than a self-help rant concerning the perils of procrastination, he determined to clarify why it occurs utilizing cute illustrations: the On the spot Gratification Monkey, Panic Monster, and so forth.

    Drawing of inside of procrastinator's brain. Rational Decision-maker Man is

    Whereas there are not any surefire methods to give you “angles,” listed below are just a few psychological fashions you possibly can take into account:

    • Private expertise – Tried doing one thing earlier than? Inform them about your expertise and your classes discovered. We did that with our submit on e mail outreach and web optimization certifications.
    • Authority – Are you an skilled within the subject who can supply distinctive insights? Then don’t draw back from it. Alternatively, if you happen to’re not an skilled, are you able to interview one? We did that with our submit on Google penalties.
    • Crowdsource – Get the opinions of some consultants, like what we did in our web optimization job description submit.
    • Knowledge – Give proof and numbers behind widespread claims in your area of interest. See our research on reciprocal hyperlink constructing and weblog submit size.
    • Contrarian – What occurs if you happen to do the other of what others did?

    5. Set up credibility

    Don’t count on folks to imagine you proper from the get-go. Inform them why they need to imagine you. Why you of all folks?

    • Are you an skilled within the business? Do you might have the credentials to show it? Can folks vouch for you?
    • Do you might have information or proof backing up your claims?
    • Have you ever executed the factor you mentioned earlier than? Did you expertise or strive it?

    As you possibly can see, a lot of the questions relate to your angle. The angle you select for your subject will assist to ascertain the credibility you want. However don’t cease there. Inform them.

    Scroll again as much as the introduction of this submit. I instructed you we now have tons of expertise creating and publishing content material—a whole bunch of them, in truth.

    See what I did there? 😉

    6. Present, don’t inform

    Giving recommendation is straightforward. However don’t depart your viewers within the lurch. Present them precisely what you imply and the way it may be executed. All the time embody examples of what you’re speaking about.

    For instance (discover what I did there?), once we speak about creating web optimization objectives, we don’t simply provide the framework. We offer three examples of various objectives and the way they give the impression of being within the wild.

    Excerpt of blog post about SEO goals

    7. Craft a fascinating headline

    Individuals received’t click on in your submit if the headline is boring and uninspiring.

    You’ll have to craft irresistible headlines that seize folks’s consideration and make them wish to be taught extra.

    How? Use our three-step formulation:

  • Choose a format –The content material format you select (listicle, information, overview, and so forth.) will decide how your headline will look.
  • Add a successful angle – Should you’ve chosen your angle (from level #3), make certain to inform the potential reader about it.
  • Make it human – Use adjectives or figures of speech much like the way you’d casually describe the article to your greatest buddy.
  • Beneficial studying: Learn how to Write an Irresistible Headline in 3 Simple Steps

    8. Kickstart your intro with the PAS formulation

    Headlines persuade folks to click on. Intros persuade folks to learn.

    Use the Drawback-Agitate-Remedy (PAS) formulation to create a compelling intro. We use this pretty frequently on our weblog.


    How does it work? You start by describing the issue:

    1st section,

    Then, you agitate the issue by digging deeper into their ache:

    2nd section,

    Lastly, you present them the best way by giving them an answer:

    3rd section,

    9. Make your submit simple to learn with the ASMR formulation

    There’s nothing extra daunting than a wall of textual content.

    Very long paragraph

    In case your article appears to be like like this, you’ll drive folks away. Break it up.

    Good content material writing creates easy studying. Use the ASMR formulation to design your content material for simpler studying:

    • Annotate – Embody sidenotes, blockquotes, call-out packing containers, and different components.
    • Quick sentences and paragraphs – Use the Hemingway editor to seek out prolonged, complicated sentences and shorten them.
    • Multimedia – Use movies, photographs, GIFs, and tweet embeds for instance your factors.
    • Learn your content material out loud – Uncover areas the place your writing doesn’t move easily.

    10. Write the way you discuss

    Net content material writing is pleasant and private. It’s like speaking to a buddy. There’s no have to pepper massive phrases or write as if you happen to have been publishing in Nature.

    Your aim is to speak, not impress folks along with your in depth vocabulary. So preserve it informal and write like the way you discuss.

    11. Get suggestions in your writing

    Because the creator, you’re too near your work. You received’t be capable of spot your errors. That’s why a second particular person’s opinion could be invaluable.

    The truth is, at Ahrefs, each weblog submit and script we write is subjected to that scrutiny. We take turns to learn one another’s drafts and supply suggestions. We level out issues like logical loopholes, uneven move, unclear factors, poorly phrased sentences, and so on.

    We even let our readers know that every article is just not the work of 1 particular person. Somewhat, it’s the effort of many individuals working collectively to make it nice.

    Bio of Michal, featuring Joshua as contributor in top right-hand corner

    Even if you happen to’re working alone, you will get enter from one other particular person. It may very well be your partner, your loved ones, and even your co-workers. If want be, be part of writing communities.

    Their enter will make your work significantly better.

    12. Reply questions persons are asking

    If persons are looking for solutions to their questions, that’s how you already know these questions are good subjects to put in writing about.

    The simplest solution to discover these questions is to make use of a free key phrase analysis instrument. Right here’s easy methods to do it:

  • Go to Ahrefs’ free key phrase generator instrument
  • Enter a broad subject associated to your area of interest or web site (e.g., espresso, tea)
  • Toggle the Questions tab
  • List of keyword ideas for

    You’ll see a listing of questions associated to the subject you’ve entered. These questions are listed within the order of search quantity, i.e., on common, what number of instances monthly folks search for your goal key phrase.

    The upper the search quantity, the extra persons are looking for it.

    Look via the listing and make an observation of all of the related questions you may probably reply with a weblog submit.

    Beneficial studying: Key phrase Analysis: The Newbie’s Information by Ahrefs

    13. Hold a commonplace e-book

    How do you always give you distinctive angles and concepts for your content material?

    The straightforward reply is that as a content material author, you must at all times be researching. Be it books, YouTube movies, articles, or podcasts, you need to be consuming content material and leveling up your information in your subject.

    Then, retailer your newfound information in a commonplace e-book.

    What is a commonplace e-book?

    According to Ryan Holiday, a commonplace e-book is:

    … a central useful resource or depository for concepts, quotes, anecdotes, observations and knowledge you come throughout throughout your life and didactic pursuits. The aim of the e-book is to file and set up these gems for later use in your life, in your enterprise, in your writing, talking or no matter it’s that you just do. 

    With this useful resource by your aspect, you don’t should look for concepts when it’s time to put in writing. Simply pull them out out of your commonplace e-book.

    Personally, I preserve my commonplace e-book on Notion. Right here’s a glimpse into the way it appears to be like:

    List of resources about marketing

    That is my first port of name earlier than I draft any of my weblog posts.

    Closing ideas

    To write down wonderful content material, it’s important to write.

    However if you happen to wait for inspiration to strike earlier than placing pen to paper, you’ll by no means publish something. As a substitute, I like to recommend committing to a content material calendar. That is mainly a schedule of once you wish to publish new content material and what content material you wish to publish.

    Setting deadlines will preserve you sincere, forestall procrastination, and obligate you to publish.

    Because the well-known playwright Somerset Maugham as soon as mentioned:

    I write solely when inspiration strikes. Thankfully, it strikes each morning at 9 o’clock sharp. 

    Did I miss out on any vital content material writing ideas? Let me know on Twitter.


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