Content Writing Guidelines

Write a brief summary or overview of your article in a few sentences.  Include your most important keywords in the summary and put it at the beginning of your article.  This allows users to quickly assess what your article is about, and helps search engines to identify your most important keywords.

To Front-load EVERY PARAGRAPH:

1. Limit each paragraph to one main point or idea.
2. Start each paragraph with the main point or conclusion in the first one or two sentences.
3. Then go on to explain your point.

By doing this, you allow your readers to skim your entire article and get an overview of it by simply reading the first sentence or two of each paragraph.  They can also scan your content, looking for points of interest, without having to read every paragraph to the end.

To Front-load your HEADLINES:

Start your headings with significant words. The first words then communicate the subject matter, and catch the eye of your reader. Well-composed headings at the beginning of each section will help your readers to skim and scan the entire article looking for points of interest.

Put conclusions at the beginning
Get to the point in first paragraph, then expand upon it

People don’t read Web pages, they scan them, so having short, meaty paragraphs is better than long rambling ones.

Each piece of content should have one point. Only one.

The first thing you should do when you sit down to write is to figure out what your bottom-line point is.

After you write, the first round of edits is to make sure your writing stays on point.

Any word, sentence or paragraph that breaks this one rule must be deleted — no matter how much you like it.

Even the most valuable, interesting content will be ignored if the title doesn’t connect with readers. Your title should create interest and forecast the information people will find when they click through.

Types of titles that tend to perform well are:

1. # of [Something Useful or Interesting]
2. Top # [List]
3. How to [Do Something Useful or Interesting]
4. How [Brand Name or Celebrity] [Does Something the Reader Wants to Do]
5. Best of [Category or Type]
6. Why [Something] Is [the Way It Is]
7. Interview with [Celebrity]: [Interesting Topic or Title]
8. Breaking News
9. Secrets of [Something We’re Dying to Know]

You have about three seconds to hook your readers and get them reading. After your headline, it’s up to your first sentence to do the job.

Never mislead. Your headline and first sentence should take the reader smoothly to your main point. But do say something that makes people pay attention.