Josh McCoy, Author at Express Writers
4 Essential Steps to Writing Web Content for Your Business Site

The 4-Step Guide to Writing Web Content for Your Business Website

So, you started a business, and, what’s more, you’ve kept that business running.

It’s all great. You’re working on your own terms. You have customers, and more keep trickling in…

But could you do more? Could you increase your lead generation so you don’t have to keep greasing that squeaky wheel?

Yes, you could. You CAN.

How do you start bringing in more leads in the background so you don’t have to market so hard?


You need content baked into your marketing. ?

Content does it all:

  • Builds trust with customers
  • Solidifies your authority in your niche
  • Gets you found via Google Search
  • Nurtures your audience

And, once you know how to write great web content, you can rinse and repeat so your business website will be full to the brim with helpful, useful, targeted content that nurtures prospects and converts them to loyal readers, subscribers, and even buyers.

Sound good?

In this guide, we’ll get into the “how” of writing web content, including 4 simple steps.

But first, let’s touch on the “why” – why does content marketing work now more than ever? ?

writing web content

Why Web Content Works Now More Than Ever

Getting content on your business website is more important than ever before.


Because publishing content helps your business marketing align with the way consumers shop.

Consumers these days are savvy:

  • They research their purchases because they want to know if their choices are “worth it.”
  • They read reviews and follow recommendations from friends and influencers.
  • They buy from brands they trust. (According to a Raydiant survey on consumer shopping habits, customers are more likely to leave behind physical businesses with no online presence in favor of an online substitute IF they feel no loyalty to the physical business. 48.7% said they replaced products they previously purchased at physical stores with online alternatives.)

consumers buy online

  • They go looking for information on just about anything that pops up during their day. (Do you have a Google trigger finger? Do you look up questions online on just about any topic? So do your customers. Since the onset of the pandemic in 2020, Google searches have topped 6 billion/day.)

google searches daily 2021

Content works because it builds your online presence, positions you in Google search, and draws in today’s conscious, research-geared consumers.

How do you start bringing in more leads in the background so you don’t have to market so hard? Easy. You need content baked into your marketing. ? More on content's power + 4 steps to writing web content: Click To Tweet

4 Key Steps to Writing Great Web Content for Your Business

Now that you know why you should create web content, it’s time to think about how.

How do you write web content that accomplishes the goals we mentioned earlier (lead generating, audience nurturing, authority building, Google ranking)?

Start with these 4 key steps. Think of them as the necessary prep work you need to do before you start putting down sentences and paragraphs. Rinse and repeat for every piece of content you write.

(And here’s the great part about doing the prep: the actual writing part will come much, much easier. ✨)

Step 1: Establish Goals for Writing Your Web Content

First up: What do you hope to get out of writing and publishing web content?

For those of you fresh to content marketing, this step, figuring out your content goals, is content strategy 101. (Need to get wise about content strategy quickly? Take my 6-week, information-packed Content Strategy & Marketing Course.)

What do you hope to gain? Do you want…

  • More web traffic?
  • Greater brand awareness?
  • More leads?
  • More customer engagement?
  • Higher loyalty to your brand?

You can achieve any or all of these goals with your content. Choose the ones most important to you, and focus on them. They’ll guide you forward, especially when you start planning content topics to write about.

Step 2: Consider Your Audience

Over and over and over again, a question you should be asking yourself before writing web content is who are you writing for?

You’re NOT writing content for yourself. You’re not writing for your brand or clients.

You’re writing for the people who need the solutions your brand or clients offer.

“Who are you writing for?” is vital to know, but once you figure it out, don’t get too comfortable. Your audience isn’t a static entity, but rather a living, breathing, ever-changing organism.

They’re people, and people’s needs and desires grow and change right along with them.

If you keep asking “Who am I writing for?” regularly, and research to get the answer, you’ll have a good grasp on what they need from your content:

  • What questions do they have about your subject/topics?
  • What are their unique problems?
  • What solutions can you provide?

This laser focus on your audience is essential. It’s what differentiates successful content that gets read from the stuff that gets lost in the online content trash heap.

No time to research or write your web content? We can do every step for you. Hire our team today.

Step 3: Search Engine Optimize (for Readers, Then Google)

So, you know your audience. (If you don’t, go back to step #2 and get clear on this. You can’t move forward without that knowledge.)

Now it’s time to leverage your audience insight and use it to pinpoint your content topics and keywords.

Why? When we talk about digital content, SEO is major.

It outperforms paid advertising – in terms of web traffic, trust and authority, and lead generation.

It appeals to our Google-happy age where everyone is typing questions into the search box.

If you’re out there answering those questions in the form of quality content, you’ll see the benefits in multiple forms of ROI.

Do Keyword, Topic, & Competitor Research

Don’t just guess what your readers want to read. Do the research.

Get data to back up your assumptions, and get data that helps you make new ones.

  • Research the keywords you’ll target in your content.
  • Find topics around those keywords. (Need help? Check out our guide on How to Find SEO Keywords.)
  • Do competitor research to see what’s resonating with their audiences. Find content you could improve on, and write your own, better versions.

Step 4: Structure & Format Your Content for the Web

The final piece to writing web content is all about how you structure and format it.

This is all about optimizing for usability – for your audience and search engines.

Web content must look different from say, physical content like books, essays, and academic writing.

You have to structure your content for screens and the low attention spans of the people behind them.

  • Structure your content with headers and subheaders. Split up each content piece into manageable chunks of information, so a scanning reader can find what they’re looking for on the page.
  • Use bulleted and numbered lists, bold text, and other types of formatting to call out important information and break up walls of text.
  • Use keywords strategically. Where you place them inside your content matters. (Here’s a guide to writing SEO content.)

SEO keyword placement matters

We get it – there’s a huge learning curve for writing great online content. Luckily, we can do it all for you. Check out our services & pricing here.

4️⃣ key steps to writing web content: 1) Establish goals. ? 2) Consider your audience. ?‍♀️ 3) Search engine optimize. ✅ 4) Structure & format your content for the web. ? More on the Write Blog: Click To Tweet

Last Step: Write Great Web Content

Once you’ve completed the above 4 steps, you’re ready to write.

As you’ll see, doing the necessary prep work for writing web content makes the actual writing bit way, way easier. ✅

Don’t have the time to DIY?

Let us handle the heavy lifting. ?

Our team is well-versed in writing great web content. Outsource your content creation to us.

writing web content

10 Easy Ways to Get Your Content Calendar Ready for the Holiday Season

10 Easy Ways to Get Your Content Calendar Ready for the Holiday Season

Alecs is our Client Accounts Coordinator at Express Writers.

Did you know…

Thanksgiving is just 1.2 weeks away; there’s a little less than a month until Chanukah; and six weeks till Christmas.

We’re not trying to stress you out about getting the turkey in the freezer and gift-wrapping started, though. (Unless you haven’t! Get on it! Kidding.)

This is something much more nerve-wracking (but it doesn’t have to be, and I’ll explain how)!

While it’s the busiest time of year for retailers and shoppers, it’s also a busy time for getting your content calendar out and your content ready. The best thing to do? Prepare in advance.

10 Killer Ways to Get Your Content Calendar Ready For the Holidays

content calendar

1. Get That Christmas Jersey On, It’s Picture Time

With a little basic editing, you can quickly and easily get your logo on Santa’s nice list. Start by thinking of those iconic holiday themes for your business profile picture. You know, Santa hats, tinsel and fairy lights.

Then incorporate them into your business’s logo. You may even play around with changing your usual brand colors for seasonal shades of blue, green and red. Just remember to stick to your CI rules.

2. Deck The Halls With Cover Photos

We know you’re consistent so you’ll want to update your cover photos too. It’s pretty common to do this on Facebook but don’t forget about your Twitter header photo that could do with a little tinsel here and there.

It’s the cover photos that can really draw attention to your campaign, content or hashtag thread that you’re running at this time of year.

Checkout how UK chain store John Lewis, who usually produces one of the biggest seasonal campaigns has carried the campaign across their Facebook and Twitter sites. (You can see the incredible ad here).

3. Oh, Look, It’s So Pretty!

We all know that visual content rules social media engagement. In fact, as much as 93 percent of senior marketers report that photography is a critical component of social media.

Whether your images wish the audience happy holidays, invite them to your next launch or share an interesting infographic, find different ways to make your social media posts share the festive spirit.

4. Hang Your Stocking, Santa’s Bringing GIFs


Since Twitter and Facebook support GIFs now, why not go all out and create a couple of holiday GIFs for your audience’s feeds?

This isn’t as terrifying as it sounds. In fact, Instagram has an app that will let you create one-second looped videos you can share across multiple platforms. Just make sure you video follows Instagram’s best practices and remains relevant to your brand.

5. Strike a Pose, It’s Video Time

Video on social media has come along in leaps and bounds this year and there is no doubt in my mind this will be one of the most popular marketing tactics these holidays. Don’t let your business be left out.

Why not grab the camcorder and record a festive day in the office? No, not the office party – that stuff can stay off-camera. But go ahead and capture the essence of your business to share with your audience. Interview key staff members or shoot behind-the-scenes tidbits and get sharing.

Use your video footage to get across a message or make a call to action. You could encourage viewers to head over to your website – remember to include the link in a caption. Always remember to encourage viewers to share your videos.

6. The Turkey’s All Gone, It’s Time for Some Friendly Competitions

We all know now that arguably one of the best tools in a social kit is user-generated content. Let’s say you decide to hold a holiday Facebook competition asking fans to contribute videos, photos or posters in order to win a prize. Later on, you could use those entries to populate your social media pages. Don’t forget to mention in your competition rules that you reserve the right to use the posts at a later date.

7. #HappyHolidays

Using trending holiday hashtags can go a long way towards improving your impressions and getting your brand in front of loads of new followers. Getting your own branded hashtag, though, could take things to an entirely new level. It’s a hugely effective brand awareness exercise and it also improves your ability to track that hashtag campaign and see how well it performed. See how MapleHillGolf did both in the tweet above: they used #HappyHolidays and #DiscountGolfEquipment.

8. All I Want For Christmas Is… A Well-Read Blog

You’ve designed the GIFs, chosen the hashtag, filmed a few videos and snapped some great photos. Now support all of that with powerful, original content. Sending your fans and followers flocking to your blog like the Three Wise Men on a mission can help increase traffic, encourage sales, downloads and sign-ups and impress friends and family when they gather round to sing your praises.

To help you sit down and start writing ahead of time and be ready to share your creative posts, start picking a theme for the series right now. Put in the time now and you’ll have more time to spend around the piano singing along with friends and family in the holidays.

9. Help Your Fans Do Their Holiday Shopping

I’m not suggesting you moonlight as a personal shopper, but everyone needs a little inspiration finding the perfect gift for their special friends and family. You can help by providing themed albums and Pinterest boards with ideas that probably include your products, right?

Take some time to think about your audience and what they’re most likely to be searching for at this time of year. Then go and create wish lists for them that will inspire them to start shopping.

10. U.R.L Better Watch Out…

Social media is merely one touch point your customers have with you. If they see how creative you are on social media, it’s essential you keep the look and feel or those designs running through your website.

Take a good look at your homepage, blog pages and product pages and make sure your branding is cohesive no matter how or where your audience is interacting with you.

Finally: 5 Ways To Start Your Seasonal Content Calendar Preparation Early

Are you one of those last-minute shoppers during the holidays? Or do you prefer to have shopped, wrapped and prepared well in advance?

Well, when it comes to holiday content you need to be ready early. Sure, scheduling posts weeks in advance isn’t something many content creators want to get stuck into but if you have a full time job or just want to free up time during the holidays, getting ahead with content is a way of maintaining consistency, traffic and momentum while you sit back and relax.

Getting ahead can be tricky at first but in the long run planning and scheduling your content ahead of time makes things so much easier. Here’s how to go about it.

1. Come Up with a Plan

Just like Santa’s making a list and checking it twice, you need to come up with a plan. Determine a realistic blogging schedule and come up with an editorial calendar. Then decide how often you’ll want to post and which topics you’ll cover. Make sure your schedule is both realistic and achievable. You can use Google Analytics to figure out which days readers are usually most active on your blog and create your calendar by planning out content topics.

2. Stick the Presents Under the Tree

Pile those ideas up next. Whether you prefer to use Evernote or another digital tool, find a system that works for you and stockpile your topics. Having a pile of content means there’ll always be something to write about and you won’t have to go digging out inspiration at the last minute.

Whether you put together a list of ideas, post titles or even clipped articles you love, piling up ideas for later on is a great way to keep yourself inspired and get ahead with the content.

3. Make a List

This point is about getting organized. Take the time to prepare your blog posts, make lists of what you need to do to create the post and even come up with a checklist that can make the process smoother. List things like the graphics you’ll need to create, the photos you want to take and the links you’d like to include in the post.

4. Fill That Stocking

You can make effective use of your time by photographing images in bulk and then setting aside time to write up the content for a couple of posts in one go. Sure, it’s not always possible, but when the time arises, it can be a really useful way of producing loads more content quickly.

5. Start That Content Calendar

It’s almost like the excitement of opening up an advent content calendar in the build up to Christmas morning.

You can save heaps of time by scheduling before, during and after. If you block our calendar time to write and photograph and create, you’ll easily get ahead with your content.

Remember to try and automate everything as much as you can. Use tools like Buffer to schedule your promotions on social platforms and you’ll be able to move along to the next thing on your list.

Have you got ahead with your content creation for the holidays or are you still working on the trimmings? Share your secrets in the comments below!

Need help getting quality content ready in time? Talk to us at Express Writers. We can work on your overall content planning, write your blogs, and much more.

How To Use 3 Major Content Game Changers: Infographics, eBooks & Brochures

How To Use 3 Major Content Game Changers: Infographics, eBooks & Brochures

Alecs is the Client Accounts Manager at Express Writers.
Content is a little bit like clothing.
We all know which types we like best and, after awhile, it’s easy to get stuck in a rut so to speak, recycling the same 4 items time and time again, leaving 90% of the vast closet untouched.
While you may not be literally reusing the same pieces of content over and over again, I’m willing to bet you probably reuse the same types of content – blogs, tweets, links, etc. While there’s nothing wrong with this content on its own, it can make your brand feel stale, boring and predictable if you don’t branch out – just like that dingy grey sweatshirt you love so much.
But what if you brought in fresh new infographics, ebooks and brochures into your content wardrobe?
It might make your brand feel a little like this…
new clothes

3 Amazing Content Forms & How to Benefit From Them: Infographics, Ebooks, Brochures

Major content game changers
In order to switch it up and give your brand new life, try experimenting with the following types of content.

1. How To Use Infographics

Infographics are the belle of the ball right now in content. Their most obvious winning factor is that they drive insane traffic to your site. Just how insane, you ask?

  • Infographic search volume has increased over 800% in the last 2 years.
  • The brain processes visual information at a rate 60,000 times faster than it does textual information.
  • 65% of people classify themselves as “Visual learners”
  • People who use infographics on their site grow an average of 12% faster than those who don’t.
  • Infographics are shared on social media 3 times as often as all other types of content, which means they have a high potential to go viral.

Personally, our brand infographics, like this one, have garnered 3x the average shares one of our blog posts gets.
How’s that for content that is in-demand? In addition to being in-demand, though, infographics are also amazingly functional. This owes to the fact that infographics pack a ton of information into a small, easily digestible mechanism and can help your readers better understand your topic. Because of this, they’re shared more often, viewed more often and understood more comprehensively than text-based content.
In order to use infographics effectively in your content, there are several things you need to consider. First of all, the infographic should be strictly information-based. Don’t ever use an infographic to pitch your company’s many virtues. These infographics defeat the point (viral information sharing) and use the infographic’s power for evil rather than good. Instead, focus on taking an issue your industry faces, a hot topic that will encourage sharing or an interesting development and breaking it up to provide your audience with further information. If you need help coming up with an in-demand and genuinely interesting topic for your infographic, consider consulting resources like Google Trends or viral Twitter hashtags.
Once you’ve chosen a topic, you’ll need to gather information. When citing sources for your infographic, make sure they’re reputable sources comprised of industry experts and high-profile sites. Pulling information from obscure sites increases the likelihood that the information will be incorrect and decreases the likelihood that your infographic will receive a good reception (people don’t like sharing faulty information, after all). When gathering info, think about which statistics will make a good visual. Increase or decrease in revenue, for example, can be illustrated by a bar graph. Stick with great sources and highly visual statistics and you’ll have a great infographic in no time.
When it finally comes time to design your infographic, you can either pay a designer (don’t be surprised, though, if prices top out around $1,000) or you can do it yourself. Free web-based platforms like, Piktochart, get the job done with professional results and can help you stand out from the pack in an instant.

2. How to Benefit From Ebooks 

Ah, eBooks – the quiet princesses overthrowing the palace one step at a time. Ebooks now top paperbacks in sales numbers and are set to completely overtake the paper dynasty any day now. As a marketer, though, it’s possible that you don’t want to sell your eBook and that you only want to use your eBook as an incentive. This is without a doubt how eBooks rose to prominence in marketing and is still one of the primary ways they are used within content strategy.
The reason for this is that bundling has long been a market strategy to help consumers make purchasing decisions and to help differentiate a company from its competition. For example, when a consumer purchases a piece of clothing from an online outfitter and finds a $100 voucher for a new online wine club (a sister company of the clothing retailer) enclosed, that consumer is much more likely to buy from that retailer in the future. Similarly, when a customer visits your site and finds that you’re offering samples of your content or (better yet) entire courses for free in eBook form, they’re very likely to stick around to see what else you have to offer. This approach also proves to consumers that a company is so confident in the quality of its product that it is happy to literally give some of it away.
Though compiling an eBook may sound complicated, it’s pretty simple. All you need to do is find a topic you want to write about (consider serialized topics you’ve blogged about in the past, consistent questions your customers ask, a problem many of your customers have or a new development you’re excited to debut) and write content (for more information about how to actually write an eBook, check out this HubSpot resource). In order to ensure that your content is as good as it possibly can be, ensure that it compliments your current brand, that it looks professional and that it is executed with precision. Enlist professional help to get your cover image on point and then give the eBook away as an incentive to subscribe to your company’s email list or as a promotional item bundled into more extensive courses or workshops.

3. Brochures Are Coming Back & How You Can Use Them

Did you think that brochures were an archaic form of marketing that nobody used anymore? Did you think that they were reserved for medical companies in doctor’s office waiting rooms and weight loss products? Think again. When done correctly, brochures can be a helpful piece of content that is ideal for spreading the message about your services and helping customers understand your mission. Alternately, brochures can be used to announce new products or services or to promote excitement surrounding sales.
Thanks to today’s technology, it’s completely possible to design web-based brochures that can be downloaded as a PDF or delivered directly to your customers’ inboxes. No matter what form you choose for your brochure, there are a few rules you should always abide by when creating brochures. The first is to be knowledgeable about your customer. Consider what the point of the brochure is – are you looking to promote information? Boost excitement? Introduce a new service? Now think about how the brochure needs to be laid out in order to communicate that – what kind of information does it need? Which questions should it answer? Once you’ve answered those questions, you can dedicate yourself to the writing process. In many ways a brochure is a small sales pitch and, as such, you should be writing great headlines and ensuring that your CTAs are on point. Even though a brochure is a somewhat rare form of content nowadays, it needs to fulfill all of the tasks of any other piece of content: provide information, intrigue audiences and tell them where to go next.

The Case for Content: How Infographics, Ebooks and Brochures Can Overhaul Your Brand

Today, everyone is online. That much is obvious. What people do online, though, is a bit more of a toss-up. While you may have a good audience for blog posts or podcasts, expanding out into other forms of content can help you reach new audiences and promote your message in a different way.
There are dozens of different types of content but for the brand that truly wants to overhaul its image and put forward a brave new face, there is no content so heavy-hitting and valuable as infographics, eBooks and brochures. Customizable, highly distributable and easy to create, these pieces of content are a fantastic way for you to spread information, drive people back to your site and ensure you’re casting your net as widely as possible.
Because, hey, while we all love that dingy grey sweater, it’s time for a change every now and then, don’t you agree? Who wouldn’t want their brand refreshed and dressed as well as a Marilyn Monroe?
Check out our infographic service to get started!

A Guide To Compounding Blog Posts: Increase Your Blog Traffic Month after Month

A Guide To Compounding Blog Posts: Increase Your Blog Traffic Month after Month

What if you could write a post that people loved so much, they kept sharing it month after month?

You could take a vacation; give your blogging fingers a break for a while. Heck, you might even be able to go outside for a minute.

Can you imagine how much traffic a blog like that would create? Unfortunately, some things are just too good to be true, right? Wrong.

It’s entirely possible to produce blog posts like this. There’s even a name for them: compounding blog posts. Designed to produce perennial traffic, compounding blog posts are capable of generating the same amount of interaction and attention as six so-called “decaying” posts.

Fortunately, creating these posts isn’t even as difficult as it seems.

Read on to learn more.


Increase Your Blog Traffic

The Difference Between Compounding Posts and Decaying Posts

Compounding posts are like fine wine and decaying posts are like a three-day old cheeseburger: one is a lot more appealing than the other. Additionally, one gets better with time and the other doesn’t. Compounding blog posts command more attention as they age. They produce more visits and generally include authoritative words that reflect common search terms. If you needed more convincing, compounding posts are responsible for producing a whopping 38% of overall blog traffic.

Decaying posts, on the other hand, glean less traffic as they age. They are far more common, however, and make up roughly 9 out of every 10 blog posts. Unlike their more glamorous cousin, decaying posts don’t add value to your site and may even drive readers away based on poor content or sub-par execution. Obviously, the smart content marketer wants to stay away from that three-day old cheeseburger and grab a glass of fine wine instead, right? Right. 

How to Create Compounding Blog Posts: The 4 Pillars of Great Posts

Fortunately, writing compounding blog posts is not as difficult as it may seem. Like most things in content marketing, compounding blog posts follow a somewhat predictable outline and, in order to write a compounding blog post, the smart content marketer simply needs to know what that outline looks like. Generally, a compounding blog post needs 4 things:

1) A Great Topic: When it comes to creating compounding blog posts, you want your topic to be broad. This is because narrowly focused posts lose attention over time and decline in value – except for a small category of niche individuals who may display continued interest. Broad topics, on the other hand, are interesting for a wide variety of audiences and are capable of drawing attention for a long period of time. Although narrowly focused blogs have their place in the blogosphere, they generally aren’t the go-to type of content for compounding posts. In addition to boasting a broad topic, compounding blog posts also need to offer tactical advice.

This means that they should help readers make decisions, solve problems or learn new things. Examples of content like this include product reviews, instructions and how-to articles. These posts should be authoritative and welcoming all at once and should be thoroughly researched and fact-checked, so as to avoid disseminating improper information.

2) A Smart Title: When creating compounding blog posts, a great title is essential. Ideally, this title should reflect common search terms and seek to answer customer questions. People are most likely to click on the search engine result that best match their queries, so think about how people ask questions when it comes time to head to Google. When people are looking for answers, their Google searches generally begin with “how do I….” or “what to do when….”. When they’re looking for information, on the other hand, queries generally resemble “the best X, Y, Z” or “Highest-selling __________________.”

That said, the titles of compounding blog posts generally contain the words “How,” “Why,” “What” and “Best.” Considering common search terms while writing your blog titles is an effective way to incorporate common SEO practices into your content. Keep in mind, also, that marketers have found that compounding blog posts often have 6-13 words in their titles.

3) Great Content Structure: It’s unlikely that clunky, difficult-to-read content is ever going to become a compounding post, so keep that in mind as you devise your content structure. The piece should be easy to scan and laid out in a user-friendly fashion, with headers and subheaders to break up content and separate ideas. Additionally, the post should make ample use of visuals, headlines marked out in bold, bullets, lists and high-quality links. These are all ingredients of great content and serve to make the piece more valuable and useful for your customers.

Additionally, great content should be tailored to your target audience’s preferred word count. Most research suggests that the ideal word count for a blog post is roughly 1,600 words. This takes a reader about 7 minutes to complete and is short enough to maintain attention while also being long enough to cover the topic at hand.

4) Unique Information: In order to stand out and become compounding content, your blog post needs to present information in a decidedly useful and helpful way. This means that your post should help customers learn new things and solve problems. Additionally, it should drive awareness and be formatted in such a way that people want to share it.

Learning from the Best: HubSpot’s Compound Post Analysis

HubSpot is a popular inbound marketing and information platform for content marketers around the world. Although it may seem like successful organizations such as this are immune from worrying about compounding or decaying content that simply isn’t true. When HubSpot began to see the term “compounding blog post” popping up around the web, they did a bit of research into their own content.

Over the next several months, they learned that content above 1,000 words receive the most social attention on their site and that posts with 2,000 words or more generated more social shares. According to the results, HubSpot devised a plan to fill in the gaps in their seemingly impervious content marketing strategy. The results are fascinating and, for the interested content marketer, there’s a lot to learn from their pledges. After the results of their internal studies came in, HubSpot vowed to do the following 4 things to improve their content:

1) Write Longer Posts With Tactical Information

After researching their customer base, HubSpot learned that readers wanted content on the topics of content marketing, design and branding. By focusing on those topics and catering to their audience’s preferred word count, HubSpot stands a good chance of getting more bang for each post’s buck.

2) Write Short Posts With Infographics

Did you know how well infographics perform in content? Posts with infographics are liked and shared 3 times more often than other content. HubSpot knows this and, as a result, they’ve pledged to create occasional short content that offers interesting infographics. These posts are easy to write but draw massive engagement from readers. 

3) Track Promotions

Like many content marketers, HubSpot uses social media platforms (Twitter and LinkedIn, in this case) to promote the brand. In a move that most marketers could stand to mimic, HubSpot has committed to tracking these promotions in order to ascertain which brings in more quality leads. 

4) Keep Reviewing Compounding Posts

To cap it all off, HubSpot has committed to reviewing their compounding posts and updating content that may be irrelevant or outdated. Repurposing content is a great way to get more use out of those hard-won pieces and, when done correctly, can actually boost your blog traffic.

The Case for Compounding Blog Posts

There you have it – compounding blog posts are effective at driving traffic and they aren’t all that difficult to create, either. By simply abiding by the 4 pillars of great content and seeking to learn from the pros when they audit their own compounding post dynamics, content marketers can begin to shy away from decaying posts and begin creating perennial content that will retain value for months to come.

In addition to being a better use of time, energy and resources, compounding posts are also more valuable to clients and consumers. By offering tactical information in easy-to-read packages, compounding posts provide unparalleled quality for your reader, which in turn serves to make your site stand out from the competition.

Facebook's Long-Form Content Platform Is Coming, Here's How You Can Use It

Facebook’s Long-Form Content Platform Is Coming, Here’s How You Can Use It

Do you want to hear something cool that is going to help you reach a wider audience?

Of course! Today’s latest news involves the trusty channel Facebook.

Yes, Facebook has a new change coming that can really help improve your content outreach; but how? The channel is providing its users with the ability to create long-form content pieces on their new platform, called Facebook’s long-form content platform.

Is this the new face of blogging? What can you expect and how can you use it? Let’s take a look!

Facebook's Long-Form Content

Facebook’s Long-Form Content Platform Is Harking Back to the Good Old Days – Remember Notes?

Facebook is constantly trying to make the channel more user-friendly, as well as helping businesses reach out to new audiences. The social media giant is creating a long form blogging platform and it will be using the once popular notes feature.

Do you remember notes?

Those handy things people would share their latest updates on, do silly question and answer surveys, and more.

Well, for a while, notes seemingly disappeared, losing popularity.

However, Facebook is revamping Notes giving people the ability to blog directly on the channel. The site is hoping to become yet another player in the direct long-form blogging platforms, keeping people on Facebook and away from the competition. Now, Notes will become Facebook’s long-form content platform.

The idea of a long-form content platform isn’t anything new – Medium has been doing it for a while now and LinkedIn opened the ability to all users last year. (I’ll be looking at these more in depth later in the blog.)

And now Facebook wants to be added amongst those channels, keeping users on Facebook instead of seeing them leave for another channel.

Facebook Doesn’t Want to Lose the Content Game: So The Long-Form Platform Is Happening

You saw me mentioned Medium and LinkedIn, but just what am I talking about? These two channels provide long-form content platforms for users, giving people immediate access to blogs.

People don’t have to go to a separate web page when reading the content, which is one of the reasons Facebook is going to utilize Instant Articles, as well.

What is Medium? It is a blogging platform that came about a few years ago. While it didn’t seem to catch on quickly then, users are starting to pick up and more people are going to the channel.

It is a simple blogging platform created by Twitter co-founder, Evan Williams. Its sole purpose is to give people the chance to write and read excellent content without the distractions of other social channels.

Along with channels like Medium, LinkedIn started allowing people to create blog content directly on the site – opening it up to all users. This is definitely something that all businesses have been using to great success.

Facebook began to notice this, and the social channel finally decided to take steps to rectify the lack of blogging abilities on the platform.

This is where Notes comes into play with the ability to write long-form content. According to Matt Southern from Search Engine Journal, Facebook is testing out a Medium-like approach to long-form content with this revamped approach.

Will it be successful? There’s no knowing for sure, but since Facebook is such an important and established channel, it is likely it will gain momentum.

7 Incredibly Awesome Ways to Use Facebook’s Long-Form Content Platform

This is going to be great for so many small businesses, and I want to take a look at just how you can use this new platform for your business page.

1. Create Incredible, Easy-to-Access Content. A great way to use this platform is to provide easy-to-access content to your followers. While they might be more than willing to head to your site, this can give busy people the chance to read your content quicker.

You don’t have to focus solely on this platform, and you really shouldn’t, but it is a great way to gain access to more readers and build your audience.

2. Always Utilize Amazing, Eye-Catching Images in Your Posts. One thing you should always remember is that Facebook is still a very visual place. Those images you use in your social postings? You’ll need them on the long-form content platform, too.

Facebook says that those images are really what will help bring in viewers for your Notes. The blog showcases one post that, when using an image, got 14,642 shares. The business page that posted the image only had about 600 fans.

Can you see just how important an image is?

People are more likely to share something that has an image, and when you add something eye-catching or adorable, you will see more interaction.

3. Come Up With Excellent Facebook-Only Content for Your Users. Whoa, wait. Facebook only content? Aren’t you supposed to make content for all platforms you use?

Yes! However, this is a great way to engage with your Facebook followers, as well as reach a newer audience on the channel. You can offer Facebook exclusives meaning that people will get something awesome if they follow and read.

This will help make them all feel special, share your content, and keep coming back. 

4. Create Awesome, Engaging Content that Really Speaks to Your Audience. Since you’re writing on Facebook, you definitely need to make sure the post is engaging. People don’t want to waste their time reading a post on Facebook that isn’t interesting.

Creating engaging content isn’t all that hard, especially if you’ve already been writing it.

A few tips to take to heart when writing engaging content are to provide your audience with something of value, use a great flowing format, and be consistent with your tone.

Your Facebook followers will definitely appreciate this with your long-form content.

5. Write On Something Absolutely Trendy. Since you are writing on Facebook for a Facebook audience, this gives you the chance to write on something trendy.

Writing on trending topics gives you the chance to be current with your readers and build a great relationship with them. There are tons of topics you can use any given month, which gives you an endless supply of awesome ideas for Facebook.

Don’t worry; if you’re finding it hard to locate great trending topics, Elisabeth Michaud from Hootsuite lists some great tips.

Locate these topics, and start utilizing Facebook’s new platform to get those pieces out to your audience.

6. Be Yourself, Be Personal, and Write in the First Person. When writing content, you always want to make sure it comes across as genuine. This is vital no matter where you are sharing it.

When it comes to writing for Facebook’s new platform, you need to make sure you reach out to audiences and be as genuine as possible. There are so many ways to do so, helping you establish yourself and build client-business relationships.

A few great ways to be more personal, according to Mark Lerner from Business2Community are to write in the first person, incorporate emotion, and don’t hesitate to state your opinions.

7. This is Long-Form Content – Don’t be Afraid of Writing Longer Pieces. It’s in the name – long-form content. This means you can definitely write longer content pieces.

This is always debated amongst content marketers, but long content is quite successful.

SERPIQ did a study looking into content length to find how many words got the most clicks, reads, and shares. The study shows that pieces that are over 2000 words tend to get the best traction from people.

Take a look at the screenshot below to see what the study found:


Believing that people don’t like longer content is a major content myth that so many people have. As you can see, many people do, in fact, like reading lengthier content.

And remember, it isn’t just about the length of your content, but it is also about the quality. Just because you have a longer piece doesn’t mean people will like it.

Make sure you focus on the quality of what you’re writing and if it provides value.

Don’t worry; if you write shorter content, people will like that too. Just always be sure to include longer pieces, especially when writing on Facebook’s new platform.

Are You Ready for Long-Form Facebook Content?

Facebook long-form content is really going to be an exciting time for businesses and users; are you ready?

If you’re already writing blogs for your business site, then you are just one step away from creating excellent Facebook content.

Simply add content for Facebook’s new platform to your blogging mix, write excellent posts for the channel, and you’ll start to see some awesome engagement.

Looking for great content to share on your blogs or even on Facebook’s new content platform? Express Writers can provide you with the blog content you’re looking for.

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