If you want your brand to stick in people’s minds, written content is like honey. A well-crafted article or blog can create a sweet, lasting impression.
Strong content can also lead to 86% brand recall, according to Nielsen.
But with more content than ever, standing out is harder. Whether you’re writing content for your own website or sponsored content, your writing needs to engage, inform and build trust.
At Zoe Marketing & Communications, we write hundreds of articles every year. Here’s what we’ve learned about making written content effective, from picking the right topics to structuring for readability and optimizing for search engines.
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7 key things to keep in mind to create excellent content
1. Come up with good topics people want to read
People don’t care about you. They care about their own questions. The key? Choose topics that solve problems or provide real value.
Ask yourself:
- What message do I want to share?
- What are my business goals?
- What do my customers ask most often?
Here are examples of how to shift from company-centric to audience-focused topics:
- Education: Instead of “Learn More About Our School’s SEL Program,” write “What to Do When Your Child Just Wants to Give Up at School.”
- Health: Instead of “Why Our Hospital is Your Top Choice for Pediatrics,” write “Five Things to Look for in a Children's Hospital.”
2. Pick the right keywords to boost your reach
Keywords help search engines match your content with the right audience.
To find the right keywords:
- Think like a searcher: What would you Google?
- Search the term yourself: Use an incognito window to check results.
- Use tools: Google Keyword Planner (free) and Semrush (paid) offer insights.
- Don’t force keywords: Google favors natural phrasing. Instead of “best budget-friendly landscaping Dallas,” for instance, try “affordable ways to upgrade your yard in Dallas.”
Also, use keywords wisely:
- Place them naturally in headlines, subheads, and the first paragraph.
- Avoid keyword stuffing. Google penalizes unnatural overuse.
- Focus on readability and quality information. Good content ranks better naturally.
3. Craft an introduction that’s relatable and interesting
Your intro must hook readers instantly.
- Be direct: Address their problem right away.
- Use a story: A relatable narrative draws people in.
- Avoid clichés: Skip weak openers like “These days...” or “Everybody knows...”
4. Use a writing style people can easily read
Clear, accessible writing wins. Keep these tips in mind:
- Be conversational and educational.
- Use direct, simple language.
- Keep sentences and paragraphs short (most readers skim).
- Show, don’t tell — let readers draw their own conclusions.
5. Quoting a qualified source adds credibility
Including quotes from a “subject matter expert” on your team builds trust.
- Choose an expert with direct experience.
- Only use direct quotes when they add value. Otherwise, paraphrase.
- Keep it natural. Use “says,” for instance, instead of forced verbs like “asserts.”
6. Follow key technical factors Google values
To optimize your content:
- Break things up: Use headers (H2, H3, H4), bullets, numbers and short paragraphs to improve readability and SEO.
- Be authentic: Google favors real, useful content over AI-generated fluff.
- Prioritize clarity: Answer people’s questions efficiently. If 300-600 words get the job done, don’t overcomplicate it.
7. Consider working with a professional writer
Even strong writers can struggle with objectivity. A pro writer helps with clarity, structure and engagement. They help tell your story in a way that resonates.
Other support to consider:
- Editing: An editor sharpens tone, brand voice and flow.
- Copy editing: A proofer catches typos and grammar issues.
- Tools: Hemingway (free) and Grammarly (paid) help polish your writing.
Next steps for creating strong written content
Quality content marketing takes effort, but it’s worth it. The key is choosing audience-focused topics, using SEO best practices and writing with clarity.
If you’re ready to refine your content strategy, talk to us. Since 2020, Zoe Marketing & Communications has helped businesses create high-quality content that connects with audiences.
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