This is the method I generally use for producing a text quickly, and still keep some kind of thread going through it. I take pride in writing decent texts, even if I’m quite sure that 90% of them are at maximum seen by a handful of people. They are my daily writing exercises that gradually help me improve my writing skills and they give a great chance to try out new grips.
Why am I sharing my method?
Because I’m quite sure that you won’t rob me of my work even if I do. 😉 Jokes aside, some of it takes a bit of “talent” – which I would rather like to call a combination of imagination and a feel for catchy language. Those are skills that each person needs to train on their own.
To be more serious, I enjoy giving something back and would be happy to hear if someone has some more good tips. Share the surplus, as we Permaculturists say. It’s also no secret that I write this blog to attract new and exciting clients who appreciate open and direct communication and give me the chance to write slogans, articles and press releases that actually are being read by people and make a proper impact. I do write those too – but today, let’s stick to the SEO blogging bit. Correctly used, it can be a useful marketing tool.
OK, so here goes. Your task is to write an article on the theme “Painter in Sollentuna”, a suburb north of Stockholm in Sweden. A place I happen to know well since it’s where I come from. I also, roughly, happen to know what painters do for a living, the tools and materials they use, and a bit about what’s trendy when it comes to painting rooms and houses at the moment. What I don’t know, I look up. Therefore tip number one is:
1: Know your topic
How does it work? If you’re writing about something you definitely don’t know, now is the time to google for a bit and learn something about the topic. Try to check for other companies doing something similar. What do they say on their sites? Funny enough, Wikipedia is also a fantastic source, since people write very instructive and informative articles on just about any topic. There you can learn important keywords of the trade. (For this one, you should search for “house painter” rather than “painter” to end up in the right place.)
Speaking of keywords of the trade. Are there any specific keywords people are likely to search for? Include those in the text.
If you’re writing about a specific place, make sure you at least know where it is and preferably some other fact that make people feel that you’re painting an image of their home or the place they wish to visit.
2: Tell a story
Generic company texts stating “we are an experienced company of 3 painters working in the Stockholm region” is exactly what this text is NOT supposed to be about. Then people would have found their way to the company site right away. They want to read something a bit different.
Try to appeal to the reader through creating a scenario that the person can relate to.
In this case I choose: Ugly old wallpaper needs a touch of paint to transform a room in the house. Choose a better title of course!
Next up is sub-dividing the story in a few sections, since a text usually looks better with a few paragraphs, rather than a long and heavy sequence without breaks.
The text will be divided like this:
Start off the story with trying to put yourself in the shoes of the reader. “Tired of the ugly old wallpaper in the hallway? Want to renew your kid’s room to be your workspace once they have moved out? A bit of paint makes a huge difference when you want to re-decorate a room in the house….”
Subtopic one: Paint over the wallpaper or start from scratch?
Here I write on the advantages and disadvantages of each choice.
Subtopic two: Choose the right color
Here I write a bit on what’s trendy right now and how you can choose a color based on your taste, the furniture you have or what would compliment your interior seen as a whole.
Subtopic three: Find a painter in your area
This is where you usually will fit in the main keyword “painter in Sollentuna” – but try to do it in a natural way. It can also be put into the text somewhere else, but don’t overuse it! Then your text will look like one of those desperate casino marketing texts that repeat the keyword every three lines until you feel like vomiting on it. Keep on polluting the Internet, but do it in a classy way please.
3: Don’t overdo it!
Remember who is likely to read your article = your target group. It won’t be a professor wanting to know about new findings in the field of toxicology in paint. It will most likely be a house owner who wants to find a painter in the vicinity or someone looking to find some new inspiration on how one can paint a room to give it a fresh look. Give those people something they will find useful, rather than trying to create a literary masterpiece. It will sound odd if you use pompous and pretentious language.
On the other hand, writing this kind of texts can give you excellent training in literary twists and in how to lead a story forward. That’s what makes this kind of writing fun and rewarding.
Proofread your text properly to check for errors and also to make sure that your story fits together. Take some pride in writing a consistent text that actually looks like someone could have written it on a proper blog, rather than just being a desperate marketing attempt. That’s how you write a nice blog text that both gives the right effect in SEO marketing terms, and also is a good to read for someone wanting to learn something about your topic.