Articles are largest source of knowledge on Internet
Articles and Case Studies are one of the most popular and effective means of communicating your message to prospective customers. Leaders and managers spend most of time on internet reading useful articles, white papers and case studies. Everybody is looking for solutions or advise to improve their business. When one reads an article that helps them solve their problems, they can remember the piece of writing longer than any commercial advertisement. Thus article or case study that offers solutions to problems add value to your marketing efforts than any thing else.
How to effectively write an article
Article or case studies should be written only by a subject matter expert. If subject matter expert is not a good writer, a hired content writer should discuss the subject with the expert and then create a draft and send the draft to expert for review and validation. Once subject matter expert approves the validity of the subject matter in the article or case study, it should be published by the name of expert who reviewed it.
Article should focus on one to two problems at a time
Because an article or case study are smaller in length (usually 1-2 pages) they should be focused on only 1-2 topics. Unfocused articles, written in a poor language have little to no impact on the user. An article should have a catchy title, an introductory paragraph, 2-3 body paragraphs and finally a concluding paragraph. A case study should first introduce the background, then specify the problem, then consider the reason or analysis, and finally offer a solution in 3-4 paragraphs.
Editing by a professional editor
All good articles must be edited by professionals. While a content writer or subject matter expert knows more about the subject, a editor is an expert of language. He can make your article error free.
Formatting and images are equally important
Users on Internet have no patience – because all browsers have a Back Button and a Cross Mark. If the subject line or overall look and feel of the article does not appeal them, they just abandon it. A large population of articles have a bounce rate [ when users leaves the web-page immediately after opening it] of around 80%. Apart from writing accurate and interesting content, one must properly format the article or care study.
One should use small paragraphs, bold important content, use headings, sub-heading, and place appropriate images to depict the meaning.
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