Content marketing is an ROI strategy that’s no different than hiring new employees or purchasing new equipment. However, many businesses have started blogs only to find that their search rankings haven’t improved. The issue is not with the quality of their services or their staff’s capability; instead, it’s the consistency of the content and the posts’ specificity.

When blog content is engaging and specific to a reader’s needs or concerns, businesses can generate 126% more leads. . To increase engagement and convert leads into clients, curate blogs that have a simplified structure so readers can scan the content for the answer to their question.

Keyword Selection

Keyword research is vital to search engine optimization (SEO). The search engine algorithms use keywords to identify and categorize the industry your business serves. To select the right terms, business owners must answer several questions.

  • What is our current audience?
  • What products or services do we provide?
  • What factors differentiate us from our competitors?
  • What terms do potential clients use to find information on our industry?

Select multiple keywords to help increase your search engine rankings. Your blogs should reflect these keywords to help build visibility in your industry. Even after finding accurate and searchable terms, it is important to research keywords regularly. Algorithms and audiences change over time, and so must your content.

Determining Length

Organic results, which are found under the paid ads, are most closely related to the initial search query. Organic results are ranked through the search engine’s algorithm, prioritizing posts that are 300 words and higher. Longer content helps Google understand what the content is about, ranking it higher than short posts. However, the algorithm also accounts for user-friendliness and content quality, making content structure crucial in blog writing.

The AIDA Model Structure

When well-structured, your blog posts will entice, engage, and persuade readers. The more readers you persuade, the more likely you are to convert them into customers. In turn, being engaging and persuasive can increase search engine rankings. Often, bloggers use the AIDA model to turn prospects into customers.

Attention: The goal is to earn the reader’s trust, but first, you must garner their attention, primarily with a snappy headline.

Interest: Establish a premise. There’s an issue the reader should know about, and by reading, the content will provide a solution.

Desire: Create a sense of urgency. To avoid scaring the reader, focus on the positives. For instance, you might detail the benefits of investing in a product or service provided by your company.

Action: This is the final section, where you convert the reader into a customer. Direct them to subscribe, purchase, or make an appointment. You can also entice further communication for readers who are still unsure by providing a phone number, email address, or contact form.

Structuring Your Blog

Engaging Titles

The headline is large and emboldened in search engine results. Readers will see it first and decide if they want to click the link based on the title alone. It has to strike a balance between being engaging and exciting without becoming sensationalized clickbait. Internet users are wise to the use of clickbait and are less likely to engage with the content.

Use numbers in the title when writing list or FAQ articles, indicating to the reader that you’re providing guaranteed answers and information. For example:

3 Ways to Be More Productive While Working From Home

5 Auto Insurance Myths Debunked

The first title is contemporary, relevant to all readers, and worded clearly and succinctly. When developing content ideas, consider the season and current news topics. Then, create blogs that are relevant to these events and how they affect your industry.

The second title is evergreen and has a broad readership potential. New drivers do extensive research on auto insurance before reaching out to an agent. They’ll want to know uncommon facts and learn what these myths are to be better prepared to discuss the topic knowledgeably. Established drivers will also find the material enticing. “Debunking Myths” articles promise a new view on common notions while also inferring that the reader may benefit from the knowledge.

Use terms like what, why, when, and how. They suggest guidance or offer advice the reader may need. For example:

What Are the Benefits of Drinking Green Tea?

Why Do Cars Need Antifreeze?

When Should You Replace Your Roof?

How Can You Increase Your Home’s Value?

By using these terms, you’re speaking directly to the audience, engaging them personally. You’re also creating a question that promises an answer if they click on your article.

In other instances, using blog post titles can help your business become a leader in your field. Readers don’t want to look through multiple sources for the answers they need. Suggest that your content provides comprehensive data. For example:

A Guide to Choosing Interior Paint Colors

Understanding Personal Loans

Headlines can also be used to target a specific audience. While appealing to a broad market is beneficial, content geared to particular demographics will resonate with that audience and help create a connection. If your readers feel seen, they’ll also feel valued. Some examples of targeted titles include:

4 Estate Planning Tips for Unmarried Couples

Should Married Same-Sex Couples File Joint or Separate Tax Returns?

How Can New Drivers Decrease Their Auto Insurance Rates?

You may also want to use your locality to court a specific audience. States provide different experiences and ways of life that you can broach. For instance:

A Guide to COVID-19 Related Workers Compensation Claims in Texas

5 FAQ About Stepparent Adoptions in Georgia

How is Property Divided in Wisconsin Divorces?

Using headlines for targeted marketing will capture increased attention, help find consumers that may feel underrepresented, and help set your business apart from the competition.

The Introduction

The headline entices the reader into clicking on your blog, and the introduction now has to keep them on the page. Most readers have a limited amount of time and only consume 20% of an article if they’re not engaged. By writing a well-targeted and result-oriented introduction, the reader is more likely to stay on the page and investigate more articles on the site. They’ll eventually go from a casual visitor to a regular one who will trust your advice and services.

Use the intro to reiterate the headline’s issue or solution to show the reader that you understand the situation. It should also inform them of how they’ll benefit from reading the content—save money, increase their quality of life, improve safety, etc. Finally, provide a statement that summarizes what the reader will learn from the blog post.

Both the intro and the body of the content can benefit from statistical data. Numbers are substantive and tangible to readers. They can be attention-grabbing and demonstrate to them that you’re knowledgeable in this field.

Using Headings

The use of headings benefits blog posts regardless of the content’s length. Readers tend to scan articles for the sections that pertain to their research. The headings should relate back to the original title while also adding further specificity. Blogging platforms provide numerous headings, but the most useful are <h1>, <h2>, and <h3>. The first heading is your title, while the second is used to provide structure. If a section requires further explanation, a third heading simplifies the article. When applied, an article may have this format:

[Heading 1] What’s the Difference Between Negligent & Intentional Personal Injury Claims?
[Introduction]: A brief summary of what the reader can expect to learn by reading this article.

[Heading 2] Understanding Negligent & Intentional Torts

[Heading 3] Negligent Personal Injury Claims
[Detailed Body] Information on negligence claims.

[Heading 3] Intentional Personal Injury Claims
[Detailed Body] Information on intentional claims.

[Heading 2] What Damages Can You Recover?
[Detailed Body] Information on awardable damages.

Specificity matters when deciding on headings. They not only provide clarity for the reader, but they also act as secondary titles that can increase your SEO rankings. For instance, your headline might read: “What is Mold Remediation?” However, a potential reader might search: “Signs my home has mold.” By having a related <h2> called “What Are Signs Your Home Has Mold?” the search engine algorithm will still suggest your blog.

Many blogs make the mistake of using vague headings, relying solely on their headline for top SEO rankings. Often, an article looks like this:

[Heading 1] Is Activated Charcoal Toothpaste Safe?
[Introduction] A brief summary of what the reader can expect to learn by reading this article.

[Heading 2] What Is It?
[Detailed Body] Provide an explanation of the heading topic.

[Heading 2] What Are the Potential Benefits?
[Detailed Body] Provide an explanation of the heading topic.

[Heading 2] Is it Safe to Use?
[Detailed Body]: Provide an explanation of the heading topic.

While brevity benefits readers, vague headings will make your content harder for the search algorithms to locate and categorize.

Creating Paragraphs

It’s easy to rely on lengthy paragraphs. They feel safe, detail-rich, and authoritative. However, even in shorter posts, densely built paragraphs reduce readability. Most people rely on their phones for research and information. Even on the most spacious screens, a few lines will appear as a mountainous wall of text. Readers find this discouraging and difficult to read.

The optimal scope of a paragraph is between 40 and 55 words and less than six or seven sentences. Scant sections make the content feel simpler to understand. Readers are more likely to engage with and comprehend the topic when the text provides the appearance of brevity.

For a paragraph to be successful, it needs to function as its own self-contained island, with a core idea that’s expanded on in the following sentences. The paragraph must also build on the ones that came before it and end with a tag that organically transitions the reader to continue to the next.

Use whitespace to make the information in the paragraph stand out to readers scanning the content. A simple paragraph break allows them to catch their breath and process the section’s ideas. However, its value is more than aesthetic. Implement whitespace breaks without fracturing the section’s core concepts. When placed haphazardly, paragraph breaks negatively impact the coherence of the text. Don’t insert a line break in a place that’s unnatural, even if the section spans more than three or four lines.

Sentence Structure

The first sentence of every paragraph must stand-out to maintain the reader’s attention. It should establish a question, point, or concept, so readers who skim the article will know in advance what they’ll learn from this section. The proceeding sentences should contain a detailed answer or explanation clearly and concisely. While using the last sentence to sum up the made points, repetition isn’t necessary for blog writing.

Vary the size of the sentences to add character to the paragraph. Uniform sentences become monotonous and may cause the reader to lose interest, even if the information is detailed and valuable.

The Ending

Use the ending as a call-to-action to turn visitors into customers. Action verbs, like download, buy, subscribe, and order, are direct and informative. Include a reference, like an email, contact page, or phone number to reach your company. If the reader’s still on the fence, having an open communication line can be the deciding factor in making a new client.


Generating high-quality blogs is an ongoing process. If you don’t have the time to write them yourself, our content team has you covered. We have decades of experience in helping new businesses thrive and established ones grow. Ready to get started? Reach out to a Vivial digital experts. We’ll take care of the blogging so you can focus on providing excellent service to your customers.