Blog posts, articles and co: Let texts write or write yourself?

We answer the most important question about high quality content and the effects on your own business!

Write good content or write yourself? There are good arguments for both! Photo: Pixabay
Write good content or write yourself? There are good arguments for both! Photo: Pixabay

Good content marketing is one of the most effective and efficient ways to digitally position your business and differentiate it from your competitors. At the center of all efforts are - in addition to the usual social media measures - sophisticated blog posts and informative articles that razor-sharp convey messages without being promotional. The good news is that today, virtually anyone can write blog posts in minutes. The bad news is: Everyone is doing it and Google is clearly separating the wheat from the chaff. What makes successful articles and when should I write texts better? We give a detailed overview.

Anyone who has ever dealt with the use of artificial intelligence in practice, knows: The rankbrain of Google is now very smart. So smart that it knows your web presence exactly and classifies. Google and other search engines know your business - sometimes better than some of your employees. They literally turn every word written in your mouth around and put together all the data and information about you that you actively and passively reveal. That much should be known to most users. But what does that have? with good content marketing and blog posts for your business to do? A whole lot more than you might think. Incidentally, in all other versions, I intentionally omit video and audio formats such as Youtube and podcasts to avoid the rules for good content marketing not to complicate.

The adversaries of your company on the Internet

In contrast to private individuals, the data collection of search engines at companies seems unproblematic. You want to be present and found. The most important information about your company is given to you in the hope of getting visibility for it. The ultimate goal of a business on the Internet may well be to be visible and to be found by potential customers who subsequently buy products and later - or regularly - come back to buy more products. A noble and highly praiseworthy goal, in which there is absolutely nothing to complain about - which, however, is torpedoed by at least three sides. Because every blog post, every little article and every product description in your online shop can provide an attack surface for the opponents of your company on the Internet. But who are these adversaries and why are they so dangerous to your business success? And above all, how can you become your closest ally?

1. The Rankbrain and Artificial Intelligence question your strategy

Put simply, search engines scan all the information you publish on the Internet and put it together to form an overall picture. Many companies use the Web to praise themselves, where they go and stand. They advertise for themselves. They praise their merits and provide customers with very clear arguments as to why they should buy from them. The search engine's brain, along with many other attributes that make up high-quality texts, such as spelling, punctuation, structure and more, can recognize such advertising intentions of articles. Thanks to the progressive functionality of artificial intelligence, search engines can now distinguish highly-accurate advertising blog posts and articles from editorial content. That would be no problem - if search engines would find the mix of obvious advertising and editorial contributions good. Do not do it! To put it simply, for search engines, the focus is on the user who is looking for a solution to his problem. Just like you, who might be considering whether you want to write good lyrics yourself or prefer to write blog posts.

To best meet the needs of the user, search engines first provide the results that promise the maximum benefit. And above all, these are highly informative blog posts that gather many important details and, in the rarest cases, praise for one's own achievements, as many companies still do today. That was okay - in the year 2005. Unfortunately, not today.

2. From the critical user to the happy buyer

Not only the search engines, but also the internet users are - at least tending - always smarter. And that means in practice: Plump, obvious advertising messages work less and less. good Content Marketing hits exactly this notch. It does not advertise any products, but offers the recipient something useful to help him and builds up a relationship of trust. Today's Internet user and potential customer is completely rightly critical and will reject too clumsily presented offers. He will then buy when he has learned to believe your expertise and your product. In the meantime, people seldom buy the first time you visit your website. They usually need multiple attempts - and they only come back if the information you give them is damned good! The golden rule is as simple as it is hard to implement: Focus on the intentions of your potential customers. You have to do something - and sometimes it's really a lot - before you get anything from your customers. Once you understand that, customers become what they always should be: your closest allies.

3. Your biggest opponent in Content Marketing is you!

Many companies stand in the way of their own success, because they can not refrain from patting themselves on the back. They emphasize the quality of their services at every opportunity and want to show how great they are. That's not reprehensible at all. If you have an excellent product and are proud of it, you also want to tell everyone about it. But that's where the dog lies buried: potential customers are scared off. That does not mean that you should not advertise in blog posts and all other content elements of your website. On the contrary, because somewhere a prospect and reader should become a customer.

The solution, on the other hand, is very simple: share your knowledge and know-how with your readers in blog posts, articles, videos, instructions, help and anything that will help people in their search. You are not only your biggest enemy, but also the captain who controls the ship.

High-quality content: let blog posts write or write yourself?

If you take this information to heart and feel you have a good hand for high quality content and good writing, you can now start to fill your corporate blog with life and share your expertise with your readers. Or - at this point a little adulation - you contacted my team and meto develop a tailor-made content strategy for you and write blog posts that will delight your readers. Because content production is our big passion! The contact form continues with the main features that make up good content.

Features that make successful blog posts, articles and co

Successful content marketing is now a science in itself and is becoming more sophisticated and complicated thanks to improved technological prerequisites. In addition, the general conditions are constantly changing because search engines and social media channels are adapting their algorithms. If you've decided to write articles yourself and blog yourself for your business, the following tips can help you get better results. But what are better results in this context anyway?

What makes success in content marketing?

1. You will be found in the organic search of Google and other search engines with your blog posts on a specific topic in the front positions.

2. Your content is so high-quality that it adds value to readers, generates trust, communicates competence and expertise, and turns readers into buyers of your product in the short, medium or long term

3. Your new, valuable content will add value to users so that you can promote it through other online marketing tools, including Google AdWords, Social Media (including paid ads), and many other distribution channels without burning your marketing budget

High-quality, successful content is not just shot from the hip. You have to systematically approach the topic. All versions in this article just scratch the surface and give you a rough overview of what you should consider if you want to write blog posts yourself. I would like to point out a few more arguments why you should write better. I also assume that you already have a website including a blog that has been created professionally and meets a minimum of SEO requirements. Maybe you have already written some blog posts and now want to find out how it works better. I also assume that you have informed yourself about all aspects of data protection and know what you have to consider in blog posts. Here are some features that make successful blog posts and articles.

1. Define target group and buyer personas: hit the nail on the head

You have decided to fill your blog with life and have informed you so far about the basics of good content marketing. The basis of a clever blog strategy is the target group - or better: the buyer personas. You are experts in your field and know the customers who have ordered with you so far. At least you think so! Now you sit down and get to know your customers even better. Uses all the data available to you and conducts market research to define different buyer personas. The better you define different buyers, the better for your success. Because exactly for these persons you write now your blog contributions. They sit practically always on the shoulder while writing.

2. Keyword Research: keywords that are searched

When your buyer personas search the web to satisfy a need, they search on search engines like Google by typing certain keywords, called keywords. For these keywords the blog posts written by you will be found and the reader will be directed to your page. (That's probably how you came across this article, so you should be familiar with the principle). To find keywords that many people search for and fit your topic, there are several tools, such as Semrush, that you can use to easily find keywords and alternatives that you can use to write your blog posts.

3. Writing under SEO aspects: The most important rules

Over writing under SEO aspects I could write a whole guidebook with 300 pages. There are so many do's and don'ts and again and again the basic conditions change, which you should adjust as much as possible in your contributions. At this point, I give you a rough outline of which aspects of SEO you should absolutely pay attention to in blog posts. For more information, please contact my team and I in seminars and individual coaching to disposal. Below I give you a very, very rough overview of writing under SEO aspects:

  1. Never write an article with less than 300 to 400 words - for blog posts at least 1000 words should be written, the text length is open at the top
  2. The focus keyword must appear in the headline and several times in the text - it should also occur in different variations
  3. Structurally structure your text with subheadings
  4. Writes comprehensively (holistically) on a specific topic and covers all aspects
  5. Write simple, varied, understandable and entertaining
  6. Use short sentences, pay attention to spelling and punctuation
  7. Try to avoid repetition in the text
  8. Add pictures and videos to your post (pay attention to Youtube and Co. privacy) to make it clear
  9. Be sure to tag images with ALT text that contains the focus keyword
  10. Formulate meta-descriptions
  11. Make useful internal links to other blog posts and single pages on your website
  12. Share in relevant social media channels and socialize after publishing

4. Waiting for the SEO success - and how to speed it up

After you have published your blog post or other article, the big ordeal begins. Your with a lot of passion and dedication written and published blog post is not found at first. Large content management systems (CMS) like WordPress automatically send a request to the search engine crawler to "scan" the new post. But that takes a while - and by no means your terrific written contribution immediately appears in the top ten search engine results (SERPs). A study by the SEO agency "Ahrefs" has found that it takes an average of endless 950 days for an article to rank 1. Unfortunately, this is a fact: SEO success takes a while, but it is also very sustainable. People who find your posts in search results will stay on your site for longer and buy more products than those that come to your page through social media networks or ads.

Fortunately, there are ways and means to improve the Raking at least a little faster. This consists of writing several posts on similar topics and then linking these blog posts together. Here is a small example: You are organic farmer and want to sell the organic meat of your farm on the Internet. You are addressing people who are interested in sustainable livestock and are willing to buy organic meat on the Internet. So you write a post about the production of organic pork. You publish it and find out that no one finds it in search engines, because many others have written on this topic and the competition is huge. So what to do?You can now write such a high-quality article on the welfare of organic cattle and on your organic chicken you can also give a whole lot of important information. After you have published these three articles (or more!), You link a) all the articles to each other through internal links and b) build a topic page about "Species-appropriate organic livestock", you with an informative SEO text to just that Theme outfit. On this topic page the blog posts are displayed in a small feed. The result: With a little luck, you will achieve good results in search engine rankings after only a few weeks and you will be able to bring readers to your page. In my experience, this takes between two weeks and three months.

5. Cleverly market blog posts

To increase the visibility of your posts and quickly attract more readers of your audience to your blog posts, you can also easily grab money and promote your valuable articles. There are now a whole range of marketing channels available for this purpose, such as Facebook Ads, Google Adwords and many other channels where you can place advertisements for your content. However, this should not happen for its own sake, but needs consistent preparation. As I mentioned at the beginning, you can easily burn a lot of money here and in the end you won nothing. You should therefore calculate exactly and carry out testings. That is clearly a topic in itself. For more information feel free to contact me and my team.

Write blog posts or prefer to write yourself?

Whether you want to write your online articles, SEO texts and especially high-quality blog posts or rather write yourself, depends on several influencing factors. If you have a good writing, fun lyrics and very precise ideas, what you want to tell your readers, you can also as a company boss good and happy to write in your own blog. For your readers, this will convey a very clear message: "Here the boss cooks himself!" I support this approach and consider it an authentic way to get in touch with potential customers. You have a comprehensive rule set now and you will certainly be successful if you apply the rules correctly. To avoid this, visiting a seminar or individual coaching could be useful.

Let lyrics write?

On the other hand, on a daily basis, I frequently come across blog posts, online articles, comments, and all kinds of publications that are so bad that your hair is backbending. You should therefore, quite sure that your readers do not think the same about you after reading your blog posts. That would be more than fatal to your visibility - and worse, you probably would not even know it. In this case, it is recommended to come with a text agency or a copywriter - to vote for a real professional - and to have online articles, SEO texts and blog posts written. If you are unsure, we can surely come up with a solution that is tailored to your needs and your business.

Let us advise you without obligation or let us write high-quality blog posts directly from us!

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About Sascha Tobias Tegtmeyer 93 Article
As a journalist, passionate diver and ambitious stand up paddler, I've become more and more specialized in water sports topics. For several years as an online editor, content and SEO manager for the year Top Special Verlag in Hamburg, I edited the leading diving portal TAUCHEN.de editorially and am at home in the water sports industry. My passion is the sea and all the activities that can be practiced on, in, on and under water. To give this child a name, I created www.just-wanderlust.com - for all people who love the sea - love to travel and water sports like diving, surfing, stand up paddling.