What is a business article?
A business article is any content you write with the intent of directly or indirectly sharing information about a business. The different types of business writing include blogs, news releases, newsletters, brochures, flyers, emailers, and presentations.
5 Steps to Writing a Business Article
STEP 1: PREPARE – Understanding What is Expected From You
Let’s assume that you are working for a client for the first time and you have been given a topic ‘X Reasons to Have a Blog.’ As soon as you take on this assignment, you need to get answers to the following questions:
1. Who is the target audience of your client?
Understand who you are writing for and what the client wants
Is your client targeting individuals or businesses? The target audience will affect the way you write. For instance, a business targeting individual buyers will prefer a writing style that is more conversational, personal, and maybe even laced with humour. On the other hand, a B2B client may want an article that is informative and highlights the business’s expertise.
Of course, when we say business articles, don’t assume that you need to write content that sounds like a management book extract. Today, every content you write has to be easy to read and must communicate the benefit the reader will derive from the ten minutes they spend reading what you have written.
2. Does the client have keywords in mind for the article?
In my experience, most clients will be happy to let you take charge of this and decide the best keyword phrases for an article. Once you have chosen the keywords, ensure that you include them in the article heading, subheadings ( where possible), and at a frequency of three to four times every 500 words of the article.
3. Expected format and style of the article
Most clients will share a sample of the kind of article they want to write. If they do not, then look at previous posts on their website and clarify if the client wants you to maintain a similar writing style.
Also, agree on the format of submission. All blogs submitted to the client must contain a meta description, as well as content for social media posts on the article for Facebook, Twitter, LinkedIn, Instagram, and Google+.
STEP 2: RESEARCH – Evaluate the Available Information and Extract the Pertinent Bits
You must be a master at both looking for information online and picking the most relevant bits.
As you begin researching the topic, think about the two to three key points your article must include. These ideas then become the start point for research on search engines.
Alternatively, type different phrases related to the blog topic you have been given. For example, for the topic ‘X reasons to blog,’ your search phrases could be –
Benefits of business blog
X Reasons why every business should have a blog
Statistics/ Data on the benefits of having a business blog
As you scan through the relevant articles, Google ( or other search engines) will throw up suggestions on other similar search phrases; look at those as well.
While researching the information available online, I recommend doing the following:
Stay current: Reference articles published no later than three years ago. Since knowledge and technology are evolving rapidly, you must publish content that is relevant and forward-looking.
Use credible sources: Extract your content from reputed websites or blogs of established companies in the industry.
Give credit: It’s important to give credit where credit is due, so include at least one or two links to reputed websites within the article.
Include data: Where possible look for recent developments, industry statistics, or infographics relevant to your topic.
Extract as you read: Highlight or extract the most relevant portion of content as you read the articles. Some writers use tools like Evernote to do this, but I like to do it the old-fashioned way and paste all the relevant content into a single word file. Let’s call this the ‘base document.’
Read multiple articles: As a thumb rule research at least 5 to 6 credible sources of information for every page of 500 words that you need to write.
Include a quote: Depending on whom you are writing for, adding a genuine quote for your article is a great idea.
So for an article on blogging, you can approach popular bloggers for their advice, or reach out to internet marketing specialists for a contribution to your article. You can contact them through their website, via email, or even their Facebook business page.
Tell them who you are, the client you are writing for, the topic, that you are looking for a 2 or 3 line quote, and by when do you need the revert. I often use this strategy and have a 25 to 30 percent success rate, which means I approach at least 4 potential contributors to get a single quote. The research phase will take you anywhere between one to one hour thirty minutes.
STEP 3: STRUCTURE – The Information and Your Thoughts
Identify key points and decide which piece of information goes where.
If you are writing a 1000 word article, by the time you have researched the information, you should have at least a base document of 2500 to 3000 words. Once convinced that you have gathered all the relevant information, start reading your base document.
Having gone through the document, open another word file and begin writing the key points, or must have information for your article. I like to rearrange and highlight the content in the base document using different colours. For example, the material that I want to include in the opening para is highlighted in yellow, the main body in pink, and article recommendations in green. So what you are doing at this stage is structuring the information and your thoughts before you begin writing.
By the time you are done, you will have your article skeleton – opening, subheadings, bullet points under each, and takeaways from your article ( or the concluding paragraph), as well as the information that needs to come under each section.
If you are working with a word limit of say 1000 words, you can decide to write 150 words for the article opening, 800 words on the main body, and another 100 for writing the conclusion. Of course, it’s advisable to write the first draft of about 1200 to 1300 words, because as you improve the content during the editing stage, the word count will automatically be reduced.
Structuring the article before you begin writing will take you 25 to 30 minutes.
So you have by this time already spent 2 hours on your article.
Now, let’s begin writing.
STEP 4: WRITING – Write, Don’t Edit
It’s time to just write. Write as you think and speak.
The number one tip at this stage is to write as you think. Write as fast as you can type but keep referencing the base document to see the sub-points and the information you want under each point. Be careful as to not ‘copy-paste’ content from your base file.
As you write the first article draft, I highly recommend that you use a distraction-free text editor such as Write Box to help you write without distractions.
Here some additional tips on writing a business article:
1. Share the article purpose in the opening para: Write an engaging opening paragraph which indicates the central question the article is going to answer. In other words, why should someone read your blog? As an example, here’s an opening I wrote for an article on task delegation:
“Are you a star at delegating things to do in your business? Or are you one of the many small business owners who shy’s away from task delegation because you fear work won’t happen as expected, or that you won’t’ know how things are progressing once you have handed off the task?”
2. Include keywords: As you write, try to include the key phrase(s) where possible, but especially in the article opening paragraph, subheadings of the article, and within the content with a frequency of about 3 to 4 repetitions for every 400 to 500 words.
3. Include external and internal links: Add two to three hyperlinks to articles published on other reputed websites, as well as links to related content within your client’s website. When you add links, use relevant ‘anchor phrases’ to describe them. Instead of saying ‘click here for more information’, add the links within your text.
4. Encourage readers to take action: Close with a takeaway paragraph of what the reader should learn or the final thought you want to leave with the reader. For instance, you could invite readers to register for a monthly business newsletter, leave a comment on their own experiences/ knowledge of the topic, or fill the sales contact form.
5. U.S vs. U.K English: Write in U.S or U.K English depending on which country your client is based.
6. Write in active voice: Minimise the use of passive sentences, write in ‘active voice’ to the extent possible.
Writing a 1000 word article can take about 2 hours. At this stage, depending on your research and writing efficiency, you have already spent between 3 to 4 hours on your article.
STEP 5: EDITING – The Most Important Part of the Writing Process.
Editing is essential to producing a quality article, much like polishing a diamond to bring the shine.
Think of your article ( written so far) as a rough diamond that needs polishing. Spending considerable effort in editing an item is essential to producing quality work that will make your clients come back for more.
Paste the content from the text file to an MSWord file. Read through the article you have written so far. I find that reading the content aloud yourself or using the ‘Read Aloud Speech’ feature under the Review tab in Microsoft Word, is helpful in identifying sentences that must be rewritten or re-arranged to improve the article flow.
Once you are satisfied that the article flow is good, check your content on content editing tools such as Grammarly or Hemingway App to improve readability. For instance, these apps can help identify passive sentences (which you may want to rephrase in an active voice), identify phrases with a more straightforward expression, or rectify the incorrect use of punctuation. You can reduce wordiness – for example ‘you have to make a decision’ can be written more concisely as ‘you must make a decision’.
Cross-check the effectiveness of the article header using tools such as Coschedule’s Headline Analyzer. When you find yourself stuck for ideas on writing a compelling headline, try the blog title generator by SEOPressor.
Paying attention to the smallest details at the editing stage will make it a time-consuming process, but in the end the result will be worth it. For a 1000 word article, I can easily spend an hour trying to edit and improve it. On the other hand, there is no end to the amount of editing you can do in an article. So beyond a point, you must decide if the present version of the article is good to go. Before you publish your business article or submit it to the client, ensure that you do a plagiarism check. I prefer to use Copyscape.
So there you have it, my tell-all post on writing business articles, and would you know it, it also happens to be the longest post ever published on my blog.
Was the reading time worth it? Do leave your feedback in the comments below.