How to Write an Article People Want to Read (in 7 Steps)

Every day, over 7.5 million blog posts get published.

But how many of them actually get read?

With the average attention span of adults hovering at just over 8 seconds, it’s no surprise that many people don’t make it to the end of an article.

But when you write an article, you’re looking to accomplish more than just catching attention.

You want to create content that leads to real results.

When done right, your articles can become powerful tools to drive traffic, build trust, and generate revenue.

In July 2024, we wrote an article about how to create a website. It has since received 27,193 pageviews.

We’ve seen firsthand how the right approach to content can lead to higher engagement, more shares, and increased visibility.

In this blog, we’ll show you exactly how to write an article that does just that—in seven steps.

Step #1: Find a Relevant Topic

One of the first hurdles in writing an article is deciding on a topic.

You might find yourself asking, “What should I write about?”

Start by thinking about the questions your audience is asking and the problems they’re trying to solve.

For instance, if you run a gardening business, these are some ideas that might be of interest to your clients:

• Gardening tips
• Plant selection
• Pest control
• Garden design

By addressing these needs, you can create content that’s genuinely helpful.

Once you have a few ideas, ensure your topic has real demand by doing a bit of research.

You can use a tool like Semrush’s Keyword Magic Tool to discover what people are actively searching for.

Open the tool, type your seed keyword, and hit “Search.”

Semrush will quickly generate a list of related topics.

There, you can find content ideas for your business.

Select keywords that will help your website rank in search engines.

Here’s how:

• Filter by Keyword Difficulty (KD%): Focus on keywords with an achievable difficulty level
• Filter by Search Intent: Search intent is the user’s goal. If you aim to educate your readers, choose keywords with “Informational” intent.
• Sort by Search Volume: Target high-volume keywords. Ensure your site can rank for them by checking domain authority and current rankings

Now, you’ll have a refined list of keywords that are relevant to your business.

These are the ideal topics to incorporate into your SEO strategy.

Longer phrases get 1.76 times more clicks in search results compared to shorter keywords.

So, including long-tail keywords in your articles could be beneficial.

Step #2: Create an Outline

An outline is not just a trivial step—it’s essential for a successful article.

It serves as a guide to keep you on track, organized, and ensures you cover all important points.

Without one, you may lose focus, repeat ideas, or overlook key details. Taking the time to plan ahead leads to a clearer and more effective article.

To build a comprehensive outline, start by identifying relevant subtopics.

For example, let’s say you’re writing an in-depth article about content marketing.

Review the search engine results pages (SERPs) for your main keyword. This will help you spot common questions and topics to guide your article structure.

The following keywords have substantial search volumes. They’re excellent H2 and H3 subtopics for your article:

• What is content marketing?
• Why is content marketing important?
• What is a content marketing strategy?
• How to create a content marketing strategy

In your outline, organize all points in a logical sequence.

This builds a cohesive foundation for the broader point you’re aiming to make in your article. And it creates a smooth transition between paragraphs for your readers.

This is exactly what we did when structuring our content marketing guide.

We’ve also shared proven blog post templates we use to structure our articles.

Feel free to use these templates and customize them for your needs.

Step #3: Craft a Powerful Headline

Your headline is one of the most important factors in whether your article gets read.

Even if you have the best content, a weak headline means no one will click.

So, make it count—it can make or break the success of your piece.

Here’s how to create a compelling headline without being clickbait:

First, add numbers.

Instead of a generic title like “Best SEO Techniques,” try using a numbered title. For example, “19 NEW SEO Techniques [2024 Update].”

It’s more informative and attention-grabbing in search results.

Next, include your target keyword in the headline.

This helps Google understand what your article is about.

You can also make your headlines more appealing and relatable by using power words.

These are words that evoke strong emotions.

These emotions can be anything: happiness, excitement, curiosity, or even a little fear.

The point is, they grab readers’ attention and make them interested in what you’re saying.

Backlinko’s analysis found that emotional title tags can help improve organic CTR.

Here’s an example of a headline with a power word:

There’s one more way to create a headline that stands out from competitors—pick a unique angle.

You can do it by:

• Flipping the script: Instead of focusing on benefits, highlight pain points
• Going unexpected: Use humor or a thought-provoking question to grab attention
• Sharing personal experience: Add a relatable, human story to resonate with your audience
• Providing unique research data: Offer new insights or perspectives on a topic

For instance, this Backlinko headline sparks curiosity:

Why?

Because it combines a promising outcome with a specific method.

So, readers naturally want to learn more.

Step #4: Write a Compelling Introduction

Anyone who knows how to write an article understands the importance of a compelling introduction.

It sets the tone for your entire piece.

Four to nine sentences are enough to grab the readers’ attention and set the stage for what’s to come.

If you’re not sure where to start, try the following framework:

1. Most important point (MIP)
2. Result
3. Preview

Don’t waste readers’ time with a slow build-up. Hook them right away with the MIP.

Think of it as an inverted pyramid—the answer to the reader’s search query should be right at the top.

Once you’ve captured their attention, back up your words with results.

Use your own data or surprising statistics to prove the importance of your topic. A picture (like a chart or screenshot) can effectively help illustrate your point.

Wrap up your intro by telling readers what they’ll learn in the rest of the piece.

For example, Brian Dean wrote the following introduction:

Let’s break down why it’s such an attention-grabber:

• It’s short and simple
• It starts by highlighting a clear benefit and opportunity
• The author uses evidence (numbers) to support his words
• It leaves you wanting more—you’re curious about the author’s methods and results

Another way to craft clear and concise introductions is with the BLUF method.

It stands for “bottom line up front.”

This approach requires you to share the key information first.

Here’s how to use BLUF to grab your readers’ attention right away:

1. Hook your readers with a powerful statement. This could be a fact, a thought-provoking question, or a bold claim.
2. Elaborate on that main point with details that provide context and build interest

Step #5: Write a Draft

Now that you have an outline, expand each section with valuable, well-researched content.

This begs the question—how long should your article be?

Knowing how to write an article that ranks well means understanding the importance of content length.

In most cases, long-form content outperforms short-form content in organic search results.

The average word count of a Google top 10 result is 1,447 words.

Keep this in mind if you want your content to rank in organic search results.

The following writing tips will help you keep readers engaged from start to finish.

• Use short paragraphs: Readers skim online, so make it easy for them. Bullet points and numbered lists guide readers through your content.
• Weave storytelling: It helps illustrate your points and make your content more memorable
  

  

• Add bucket brigades: Keeps readers interested. Use sentences like “You might be wondering” or “But here’s the kicker.”
  

  

• Break up long text blocks with visuals: Include images to keep your readers engaged
  

  

• Use AI tools: AI can help generate ideas, improve structure, and suggest rephrasing. But remember—it’s a tool to support your writing, not replace your creativity.
• Show, don’t tell: Don’t just tell readers something is true. Back it up with examples and case studies. Real-world examples solidify your arguments and make them more relatable.

Step #6: Edit Your Content

After you write your first draft, look it over closely and improve your content.

Edit for typos, clarity, and sentence structure. Rearrange paragraphs for better flow.

The key to effective editing is taking a break from your work for some time before you start. This allows you to clear your head and come back to your article with fresh eyes.

Once you’re ready to dive back in, use the following techniques to edit your article:

• Read it out loud: Read through your article. Check for grammar, spelling, and factual accuracy. It’s a powerful strategy to catch awkward sentences.
• Improve the structure: Rearrange paragraphs to create a clear and cohesive flow. Pay attention to transitions between ideas. Ensure each paragraph builds on the ones that came before.
• Use editing tools: Grammarly highlights grammatical errors and suggests improvements. The Hemingway app focuses on sentence clarity and conciseness. Remember to use your judgment as you consider AI suggestions. You want to maintain your unique tone of voice.

  

• Cut the fluff: Look for unnecessary words or phrases that don’t add value to your content. Aim for clear, concise sentences and logical paragraph flow.
• Use active voice: It makes your writing stronger and clearer. For example, instead of saying, “The topic was discussed by the team,” say “The team discussed the topic.”
• Link to sources: This adds credibility and allows your readers to delve deeper
• Ask for feedback: Ask a friend, colleague, or professional editor to review your work. They might offer valuable suggestions to improve your article.

Throughout the editing process, keep the core idea of your article at the forefront. This will help you ensure every paragraph contributes to the overall goal.

Keep revising, incorporating feedback, and polishing your work. Do this until you’re confident it’s the best it can be.

Step #7: Tell Your Readers What to Do Next

Once you know how to write an article that engages readers, it’s time to guide them to the next step.

Invite them to take further action on your website using a call to action (CTA).

You likely have several options. Consider using a CTA to:

• Promote a lead-capture form
• Drive the reader to your best-performing pages
• Get the reader to sign up for a newsletter
• Invite the reader to follow your business on social media

For example, you could encourage readers to check out a related article, like this:

You can also ask them to leave a comment:

Or, you can ask them to download a free template or a checklist:

Bonus Step: Optimize for SEO

If you want more people to discover and read your article, optimize it to rank well in search.

We’ve already discussed how to find suitable keywords earlier in this article.

Now, use these on-page SEO strategies to put your target keyword to work:

• Use short URLs: Search engines use URLs to understand your page’s topic. Create short, SEO-friendly URLs with your target keywords to help.
• Optimize meta descriptions: Write a compelling meta description up to 155 characters long. Think of it as a miniature ad that entices users to click.
• Use keywords in the title tag: Put your target keyword in the first 55 characters of your title tag. And ensure the title accurately reflects your article’s content.
• Use keywords in the content: Include them in the H1, introduction, H2s, H3s, and the body of the article. Just make sure to do it naturally.
• Use internal links: Linking to relevant pages helps readers navigate your content. And web crawlers discover new pages faster.
• Optimize images: Use an alt tag to provide a brief image description to search engines. Include your target keyword in the alt tag.

Short on time? AI tools can help you create and optimize content faster.

For instance, Semrush’s SEO Writing Assistant evaluates your writing. Then gives suggestions to improve the performance of your content.

Take Your Article to the Next Level

Knowing how to write an article that resonates with readers is just the beginning.

The real impact comes from optimizing it for maximum reach.

To expand your article’s visibility, take it a step further with SEO optimization.

You’ve got the foundation from this guide, but there’s always more to learn.

For a deeper look, check out our definitive guide to on-page SEO. It walks you through a more advanced optimization process.