The concept of content marketing is beyond bringing more traffic to your website and promoting your business online. It is also about generating valuable content that can educate your audience. Once you “market” the content online, people will like or re-share it (if it is good). You could have regular readers if you continue to produce good copy. You can also attract your target market and lead them to purchase or support your products and services. (Source: Copyblogger)

Writing an interesting and “shareable” article for content marketing requires a thorough step by step process. Here are 3 steps to creating an effective article for content marketing:

1. Brainstorm


Writing content may be easy but coming up with extraordinary, highly readable content is totally different. This is the main reason why brainstorming is an essential step when writing copy for content marketing purposes. It allows you to gather more information and come up with out-of-the-box ideas. It also allows you to solve problems, improve creative thinking and establish a better rapport with your team. (Source: CoSchedule)

There are three major things to brainstorm:

a. Title/Headline


The title or headline is usually responsible for attracting readers. On average, 8 out of 10 people will read the headline but only 2 out of 10 will continue to read the entire blog. (Source: Copyblogger) Your title/headline should have that “I have to read this” impact in a way that the readers will have no choice but to click and open your content. This is where the SEO benefit of content marketing comes in.

Every word you use and the way in which you construct your title/headline is essential to the success of your content. (Source: Benchmark) Therefore, brainstorming for the most attracting title/headline should be given ample time, research and effort.

b. Roadmap


The roadmap is the outline of your content. It serves as your guide for the whole article so that you don’t go off the subject. Poor flowing content goes from one idea to the next then suddenly it reverts back to the first idea, then back to the other ideas and so on. This type of content is like a river of thoughts that have not been organised into a reader-friendly format. (Source: Hubspot)

In short, without a roadmap, the copy has no direction. Brainstorming helps you to arrange your road map.

c. Platform


It is true that you need to create interesting titles and articles for content marketing to attract potential customers. However, most people often forget the real essence of content marketing.

In order to attract traffic, the content should be posted and marketed in different online platforms such as free blog sites, forums, social media and other types of platforms.

Every platform has its own unique interface. Some platforms only allow text, while others allow the use of visual aids such as images and videos. This should also be considered in brainstorming because this will determine the type and format of content that you should write.

2. Research


According to the Oxford Dictionary, research involves the systematic investigation and study of materials and sources that can help you establish facts and reach new conclusions. In simpler terms, research involves looking for established and dependable sources that can support your ideas.

In content marketing, research is used to identify the 4 W’s — who, what, where and why. These four W’s represent different things: audience, trends, media and competition. (Source: Inc.)

Well-researched content should be supported by relevant data from reliable sources.  This can help the readers believe and trust the information in your content.

3.  Write


Writing your content is the time to combine and arrange the things that you have gathered together during the brainstorming and research processes. Your approach to writing the content should cater to your target audience.  Include informative images, videos and other visual tools that can help your readers to fully understand your content.

Always remember that most customers are looking for answers to their questions or enquiries. Most of them are also in search of information that could solve their problem. Hence, there is no need to include sales pitching in content marketing copy. Your first aim should be for the benefit of the readers, so make your copy worth reading.


Of course, an article for content marketing will not be considered effective if it is not marketed properly. You will have to re-share the content on different platforms, create new copy that is related to the main content and make sure that it can be found on the search engines. (Source: Quicksprout)