How do you build trust and credibility when you’re a one-person show?
LinkedIn newsletters may be one way– they get 3 times more engagement than regular posts. That’s huge for solopreneurs who need every advantage to stand out.
But how do you use a LinkedIn newsletter for lead generation? And SHOULD it be a part of your content strategy?
It’s worth finding out. We’ll discuss how you can use a LinkedIn newsletter as a powerful tool to build your solo business by:
Newsletter: a regular publication LinkedIn sends directly to your subscribers’ inboxes. They also get a LinkedIn notification every time you publish.
Article: a long-form piece of content that sits on your LinkedIn profile. This distinction matters more than you might think for your business growth. Articles sit on your profile with no built-in audience or automatic reach in the feed (although they’re excellent for SEO).
Source: Trevisan Consulting
How Creator Mode affects your content distribution options
When you enable it, your primary profile button switches from ‘Connect’ to ‘Follow’, making it easier for people to follow your content without needing your approval. You’ll also get enhanced analytics that show content performance up to a year prior, plus insights into your best-performing posts and follower growth patterns.
When to use newsletters versus articles for maximum impact
Use newsletters when you want to build a loyal, engaged audience that expects regular content from you. They’re perfect for sharing:
weekly business insights
industry updates
personal entrepreneurship stories
The consistent delivery of newsletters builds trust and keeps you top-of-mind with potential clients.
Articles work better for thought leadership pieces that you want to rank in search results, and serve as evergreen content on your profile. They’re ideal for:
in-depth case studies
comprehensive guides
content that showcases your expertise to new visitors discovering your profile
Engagement patterns show newsletters outperform articles for audience building
Newsletter subscribers are more likely to read and interact with your content, because they’ve actively chosen to receive it. The notification system ensures your content reaches people directly, bypassing the LinkedIn algorithm that limits visibility. This engagement advantage makes newsletters particularly valuable for solopreneurs who need consistent client touchpoints.
LinkedIn Newsletters vs Traditional Email: The Trade-offs
The ownership problem
Source: Thematic
You don’t own your LinkedIn subscriber list. LinkedIn controls the platform, and if they change how newsletters work or remove this feature entirely, you could lose access to all your subscribers in an instant. This platform dependency makes traditional email newsletters more secure for long-term business building.
Email newsletters give you complete control over your audience, with no algorithm standing between you and your readers. There’s no risk of platform changes affecting your ability to reach subscribers, making email a more reliable foundation for your marketing efforts.
Benefits of LinkedIn’s built-in audience provide immediate reach advantages
Why LinkedIn Newsletters Still Work for Solopreneurs
Smart solopreneurs use both strategically—LinkedIn newsletters for reach and visibility, and email newsletters for owned audience development and deeper subscriber relationships. Here’s why you may want to follow suit.
Source: Orbit Media Studios
Direct access to your audience’s inbox creates consistent touchpoints
LinkedIn newsletters land directly in subscribers’ LinkedIn inboxes and trigger notifications, ensuring your content gets attention.
This direct access means you’re not competing with the LinkedIn algorithm that buries your regular posts in a feed among hundreds of other updates. You’re a trusted voice they choose to hear from regularly.
The notification system keeps you visible to your audience between their regular LinkedIn sessions, extending your reach beyond when people are actively browsing the platform. Newsletters are public for everyone to see.
Higher engagement rates compared to regular posts drive better business results
Subscribers who receive your newsletter are already interested in your content, leading to higher engagement rates than typical LinkedIn posts. This engaged audience is more likely to comment, share, and inquire about your services.
A consistent delivery schedule also trains your audience to expect and look for your content, building anticipation that regular posts can’t match.
Cost-effective marketing requires no additional tools or subscriptions
Unlike email marketing platforms that charge monthly fees, LinkedIn newsletters are completely free to use. You don’t need to learn new software, set up integrations, or manage technical aspects, because everything works within the LinkedIn interface you already know.
This zero-cost approach makes newsletters attractive for solopreneurs with tight marketing budgets while building their businesses.
Consultants and freelancers benefit most from regular client touchpoints
If you’re a consultant or freelancer, newsletters help you stay visible to past, current, and potential clients. Delivering content regularly keeps your expertise front-of-mind when clients need services or referrals.
Service-based entrepreneurs can showcase expertise effectively
Coaches, trainers, and other service providers can use newsletters to demonstrate their knowledge and build trust with prospects. Sharing success stories, tips, and insights through newsletters positions you as an expert while nurturing potential client relationships.
B2B solo entrepreneurs find their ideal audience on LinkedIn
Source: Social Media Examiner (via David Moceri)
LinkedIn’s professional user base is perfect for business-to-business (B2B) solopreneurs who target other businesses. Whether you’re selling software, marketing services, or business consulting, your ideal clients are already active on the platform and receptive to business-focused content.
Can You Build Your Email List with LinkedIn Newsletters?
Of course you can, and it’s a great content strategy. You can balance LinkedIn engagement with list-building goals by providing value on LinkedIn, while encouraging deeper engagement through your owned channels. Here’s how.
Create lead magnets that work across both platforms for maximum impact
Source: Impulse Digital
Use your LinkedIn newsletter to promote valuable lead magnets that encourage email subscriptions. Embed links to relevant resources, guides, or tools that require email signup. This strategy lets you leverage LinkedIn’s reach while building your own email list simultaneously.
Be sure to also add your lead magnet to the Featured section of your LinkedIn profile (select the three dots on the top right, and click Feature on top of profile).
Drive newsletter readers to owned audiences
For long-term security, include calls-to-action (CTAs) in your LinkedIn newsletters that direct readers to your email list or website. This creates a funnel from LinkedIn’s platform to your owned channels, reducing platform dependency over time.
How to Set Up Your LinkedIn Newsletter for Business Growth
To create a LinkedIn newsletter, go to your feed and select Write article.
Then click Manage > Create newsletter.
Choose a business-focused name that clearly communicates value
Give your newsletter a descriptive name that immediately tells people what they’ll get. Avoid clever or branded names in favor of clear, specific titles that communicate obvious value. You only get 30 characters, so make them count.
Examples of effective newsletter names include “Digital Marketing Tips” rather than something clever but vague. Clear beats clever every time when it comes to subscriber conversion, because when you confuse them, you lose them.
Write a compelling description that attracts your ideal clients
Use your 120-character description to tell readers exactly why they should subscribe to your content. List the specific topics you’ll cover and the value they’ll receive. Be direct about who your content serves and what problems you’ll help solve.
Focus on benefits rather than features. Instead of using a generic phrase like “weekly newsletter,” explain “weekly strategies to grow your consulting business” or “actionable marketing tips for solopreneurs.”
LinkedIn doesn’t make it easy to find newsletters on the platform. So be sure to pin it to the Featured section of your profile.
Set a realistic publishing schedule you can maintain
Choose a daily, weekly, bi-weekly, or monthly publishing schedule. As a solopreneur, weekly or bi-weekly often works best, because it’s frequent enough to stay visible without overwhelming your content creation capacity.
Balance personal stories with business insights to build connection
Share your entrepreneurship journey along with business tips and behind-the-scenes (BTS) content to create authentic connections with your audience. People want to work with solopreneurs they know, like and trust, and personal stories help build that relationship:
Challenges you’ve overcome
Lessons learned from client work
Insights and frameworks from building your business
Provide actionable tips that show your expertise
Each newsletter should include practical advice readers can implement immediately. This demonstrates your knowledge while providing real value that keeps subscribers engaged and looking forward to your next edition.
Focus on specific, tactical advice rather than high-level concepts. Readers should finish your newsletter with clear next steps they can take to improve their business or solve a problem.
Use industry trends to share your unique perspective
Comment on industry developments through your unique lens as a solopreneur. This positions you as a thought leader while helping subscribers understand how broader trends affect their specific situations.
Your individual perspective as a solo business owner provides value that large companies can’t match. So leverage this authenticity in your content strategy.
Growing Your Newsletter Audience as a Solopreneur
Leverage existing client relationships for initial subscriber growth
Your current and past clients make ideal initial subscribers since they already know and trust your expertise. Personally invite them to subscribe, and ask for their feedback on early editions.
Use your existing network strategically. Reach out to colleagues, partners, and professional contacts who might find your content valuable and be willing to share it with their networks.
Cross-promote through your other marketing channels consistently
Every touchpoint should mention your newsletter as a way for people to stay connected with your expertise. Promote your LinkedIn newsletter:
in your email signature
on your website
on your other social media profiles
during networking conversations
Include newsletter subscription CTAs in your LinkedIn posts, comments, and direct messages when appropriate and valuable to the recipient.
Content Ideas That Convert Prospects to Clients
Here are a few content ideas for your newsletters.
Weekly business tips establish your expertise and provide ongoing value
Share practical advice that helps your ideal clients solve common problems. This positions you as a valuable resource while demonstrating the depth of your knowledge and experience.
Focus on tips that relate directly to services you offer, creating natural opportunities for readers to see how you might help them with bigger challenges. For more ideas, check out my guide to creating evergreen content.
Client success stories build credibility and showcase results
Share case studies that highlight challenges you’ve helped clients overcome. This social proof demonstrates your capabilities while giving prospects insight into how you work.
Include specific results when possible, showing the tangible value you provide to clients.
Tool reviews position you as a knowledgeable industry resource
Review software, books, or resources relevant to your audience. This type of content provides value, showing that you stay current with industry developments and can guide others to make smart choices in that space.
Measuring ROI and Business Impact
Track newsletter metrics that connect to actual business growth
It’s important to monitor metrics like subscriber growth, open rates, and engagement levels, but you should also track how newsletter content leads to client inquiries and business opportunities. Look for patterns in which content types generate the most business interest.
Connect newsletter engagement to client acquisition for clearer ROI
Take note when newsletter subscribers reach out about services, mention your content in sales conversations, or refer others to your business. This connection between content and revenue helps justify the time investment in newsletter creation.
Wrap-up
LinkedIn newsletters offer solo entrepreneurs a unique opportunity to build relationships, showcase expertise, and grow their business organically. However, they shouldn’t be your only marketing strategy. The biggest limitation is that you don’t own your subscriber list, which creates platform dependency risks.
The smart approach? Use LinkedIn newsletters to build authority and attract your ideal clients, while simultaneously driving readers to your owned email list. This gives you the best of both worlds: LinkedIn’s built-in audience and discovery power, plus the security of an owned audience you can reach anytime.
Start with one LinkedIn newsletter focused on your ideal client’s biggest challenges. Share your knowledge generously, tell your story authentically, and always include gentle CTAs that move people to your owned platforms. Your expertise deserves to be heard. LinkedIn newsletters give you the platform to make that happen, while email marketing ensures you keep that audience long-term.
Are you tired of the website traffic rollercoaster? One month you’re up, the next you’re down. This feast-or-famine cycle can really slow down your business growth, especially as a solopreneur doing everything by yourself.
But what if there was a way to get a steady stream of visitors to your site, month after month?
There is! It’s called evergreen blog content. Unlike trending topics that quickly lose appeal, evergreen content keeps working for you months and YEARS after you hit publish.
Imagine a pine tree – it stays green all year round, right? Evergreen content is similar. It’s information that remains useful and relevant to your audience for a long time. This is different from timely content, like news about a current event, or a seasonal trend, which loses its importance quickly.
How to determine whether your content is evergreen
Your content will stay fresh over time if it:
Covers foundational topics in your field.
Answers common questions and/or solves your audience’s persistent problems.
Doesn’t become outdated quickly.
So if you’re a business coach, an evergreen topic could be “How to Set Realistic Business Goals.” This is something new and experienced entrepreneurs will always search for.
A time-sensitive topic, on the other hand, might be “Reacting to the Latest Social Media Algorithm Change.” While it’s a hot topic for a moment, it won’t be as relevant next year (or whenever the algorithm changes again).
Myths about evergreen content
Common misconceptions about evergreen content are:
You write it once and never touch it again. While it’s low-maintenance, occasional updates can keep it performing at its best.
Any long-form article or “ultimate guide” is automatically evergreen. But if the core topic isn’t timeless, even a detailed guide will lose relevance. The key is lasting value. You’ll have to maintain this type of content as well.
Why Solopreneurs Need an Evergreen Content Strategy
Running a business on your own comes with unique challenges. You’re often juggling everything–marketing, sales, and service–not to mention personal obligations and demands on your time. Unlike larger companies with big marketing teams, you probably don’t have the resources to constantly churn out new content just to stay visible on social media.
This is where using an evergreen content strategy becomes a game-changer.
Imagine publishing a helpful blog post today that continues to attract visitors and potential clients for months, or even years, with little extra effort from you. That’s how evergreen content creates passive marketing for your business. It’s like having a marketing assistant working 24/7, even while you sleep!
This consistent traffic generation can smooth out feast-or-famine cycles. But there are more benefits of evergreen content.
Evergreen content is great for SEO
Source: Ahrefs
The SEO benefits of evergreen content grow over time.
Search engines like Google love high-quality content that thoroughly answers searchers’ questions. As your evergreen post gathers more views, shares, and backlinks from other sites, its authority (and yours) grows.
Older webpages tend to rank higher in SEO, and evergreen content is perfectly suited to become that aged, authoritative content. This means your posts are more likely to show up on the first page of search results, driving organic traffic to your website.
Evergreen content is cost-effective
Source: Search Engine Land
Creating content with long-term value is also very cost-effective.
Think about the time and energy you spend creating a blog post. With timely content, that effort yields results for a short period. With evergreen content, your initial investment continues to pay off for a much longer time.
This makes it a smart approach to content marketing for a small business, especially when you’re managing a tight budget. It’s about working smarter, not harder, to achieve sustainable business growth.
But what types of content offer this lasting power? Let’s look at some proven formats.
5 Types of Evergreen Blog Posts That Drive Consistent Traffic
Certain types of blog posts are naturally more suited to being evergreen. They address ongoing needs and questions. Here are five powerful formats you can use.
How-to guides and tutorials that solve common, persistent problems
These are classic evergreen pieces. People are always searching for instructions on how to do something. As a solopreneur, you have specific skills and knowledge, so share it!
For example, if you’re a web designer, “How to Choose the Right Colors for Your Brand Website” would be a great idea for an evergreen how-to guide.
Backlinko analyzed almost 1 billion blog posts, and found that “how-to” posts, listicles and infographics tend to receive a high number of backlinks, which is great for SEO and long-term traffic.
Resource lists and toolkits that remain useful year after year
Curated lists of valuable resources save your audience time and effort. These can become go-to references in your niche.
So for a virtual assistant, “The Top 10 Productivity Tools for Busy Solopreneurs” could be a highly valuable resource list.
Specific tools can change, but the categories of tools (project management, communication) often remain constant. You can update the specific tools every year or so to keep the list fresh.
“Ultimate” guides that cover foundational topics in your industry
These are comprehensive, in-depth pieces that aim to be the definitive resource on a particular subject, and build extensive authority.
Say you’re a financial planner for solopreneurs. You could write “The Ultimate Guide to Retirement Planning for the Self-Employed” and continue adding to it as one of your content pillars on your site.
Case studies of timeless principles applied to real situations
A piece showcasing how fundamental principles work in practice can be very insightful. If the principles are timeless, the case study will remain relevant.
So a marketing consultant might share something like: “Case Study: How a Local Bakery Tripled Its Online Orders Using Core Email Marketing Principles.” Even if the bakery is an older example, the core email principles likely still apply.
Focus on the “why” and “how” behind the success, linking it to enduring strategies instead of fleeting tactics.
FAQ posts that address universal questions in your niche
Every industry has questions that prospects and customers ask over and over again. Compiling these questions into a comprehensive FAQ post can be incredibly helpful and drive targeted traffic to your site continuously.
A business lawyer could create an FAQ post called, “Your Top 15 Questions Answered: Legal Basics for Starting Your Solo Business.”
Answering common questions directly can help your content appear in Google’s featured snippets and “People Also Ask” boxes and at the top and bottom (respectively) of search results, significantly boosting visibility for these FAQ posts.
These formats provide a great starting point for your evergreen blog content for solopreneurs. Next, let’s talk about making sure people can find these amazing posts.
Creating Evergreen Content That Ranks
Creating great evergreen content is one thing; making sure it gets found by search engines is another. You want your hard work to pay off with consistent organic traffic. Here’s how to create content that ranks.
Keyword research techniques for finding evergreen search terms
Source: Ahrefs
Keywords are the search terms people type into Google. For evergreen content, you need to find keywords that have steady search interest over time, not just seasonal spikes.
Focus: Look for “long-tail keywords,” which are long, specific phrases like “how to create a content plan for solo business” instead of just “content plan”. They often have less competition and attract a more targeted audience.
Tools: Use tools like Google Keyword Planner, AnswerThePublic, or Ahrefs’ Keywords Explorer to find terms people are searching for. Look for questions people ask related to your core topics. For instance, searching for “content ideas for solopreneurs” may reveal many related long-tail keywords.
The majority of searches are for long-tail keywords. Targeting these can be a smart SEO strategy for solopreneurs.
Tips for crafting headlines that attract clicks month after month
Your headline is the first thing people see. Here’s how to create a compelling headline they just have to click, now and in the future:
Be clear and specific: Tell the reader exactly what they will get. “5 Simple Steps to Writing Your First Evergreen Blog Post” is more specific than “Writing Blog Posts.”
Use numbers or questions: Headlines with numbers (like listicles) or that pose a question often perform well.
Include your target keyword: Your target keyword (also known as a primary keyword or focus keyword) helps search engines understand what your content is about.
How to structure content for both readability and SEO
Source: HardSplash Media
People online tend to scan content. Make your posts easy to read and digest. Search engines favor well-structured content with this formatting:
Properly-tagged headings and subheadings (H2, H3, H4): Break up your text and guide the reader.
Short paragraphs and sentences: Aim for clarity and conciseness.
Bullet points and numbered lists: Make information easy to skim.
Strategies to make your content comprehensive yet accessible
Evergreen content should be thorough, but not overwhelming. You want to be seen as an authority, but your audience (especially if you’re aiming for an 8th-grade reading level) needs to understand you. So be sure to:
Define jargon: If you must use industry-specific terms, explain them simply.
Provide examples: Illustrate your points with relatable scenarios. If you’re referencing a success story, focus on the enduring principles, not short-lived tactics.
Logical flow: Organize your content in a way that makes sense from start to finish.
Enhance content with timeless visuals
Visuals can make your content more engaging and easier to understand. Choose images and examples that won’t quickly look dated.
Use diagrams or simple charts: To explain complex ideas.
High-quality stock photos: Avoid overly trendy or cliché images.
Screenshots: Ensure they illustrate a process that isn’t likely to change drastically anytime soon.
By focusing on these elements, you can create evergreen blog posts that not only provide lasting value but also have a strong chance of ranking well in search results, becoming a cornerstone of your traffic-driving blog posts strategy.
But if your competitors are also creating evergreen content, how do you make yours stand out?
Making Your Evergreen Content Stand Out from Competitors
It’s likely your competitors are also trying to create lasting blog content. So, how do you ensure your evergreen pieces get noticed and become the go-to resource? You need to add that extra something special.
Research methods to find content gaps in your market
Source: SERPninja
A content gap is a topic your target audience is searching for, but there isn’t enough high-quality content available, or existing content is missing key information.
Analyze competitor content: Look at top-ranking posts for your target keywords. What questions are they not answering fully? What perspectives are missing? You can often find these content gaps by reading comments on their blogs or social media.
Use SEO tools: Tools like Semrush and Ahrefs have features to identify keywords your competitors rank for that you don’t, or where their content might be thin. This helps identify content creation opportunities.
Listen to your audience: What questions do your clients or social media followers ask you repeatedly? These are prime candidates for evergreen content that fills a real need.
Techniques to add unique insights and personal expertise
This is where being a solopreneur can be a real advantage. Your unique experiences, voice, and perspective are things no one else can replicate. This is key for personal branding through content.
Some ways to weave in your unique insights and perspectives:
Share personal anecdotes: Illustrate points with your own stories.
Offer a contrarian view: If everyone says “X,” but your experience shows “Y” can also work, explain that. This can create thought leadership content.
Develop your own frameworks or models: Simplify complex topics by breaking them down in a unique way.
A survey by Demand Gen Report cites that customers are increasingly looking for content that offers new perspectives, not just rehashed information.
How to incorporate original data or research when possible
Even small-scale original research can make your content stand out. A few ways to conduct research:
Survey your audience or network: Collect data on a topic relevant to your niche via a poll or survey, and share the findings.
Conduct mini-experiments: If applicable to your field, document a process and its results.
Analyze publicly available data uniquely: Find a new way to interpret existing industry reports or statistics.
Say you’re a productivity coach, you could survey 50 fellow solopreneurs about their biggest time-wasting activities and publish the results. This becomes unique, citable data.
Refresh your approach to common topics
Many evergreen topics have been covered extensively. Your goal is to bring a fresh angle:
Target a more specific niche within the topic: Instead of “Content Marketing Basics,” try “Content Marketing Basics for Handmade Business Owners.”
Focus on a different outcome or benefit: If most articles on “time management” focus on productivity, perhaps yours could focus on how it reduces stress for solopreneurs.
Use a unique format: Could you present the information as an interactive quiz, a detailed checklist, or a series of short videos embedded in the post?
By finding those content gaps and injecting your unique value, your evergreen content will not only rank but also resonate deeply with your audience, building your authority. Now, let’s explore a powerful platform to amplify that authority: LinkedIn.
Why LinkedIn Should Be Part of Your Evergreen Strategy
Source: Sprout Social
You’ve crafted some fantastic evergreen blog content for your website. But did you know that LinkedIn can be a powerful ally in your content strategy, especially for solopreneurs? It’s more than just a professional networking site.
LinkedIn’s SEO advantages for solopreneurs with new websites
LinkedIn is a massive website with very high domain authority (DA). This means content published there often gets indexed by Google quickly and can rank well in search results, sometimes even outranking content on newer, less authoritative personal blogs.
Benefit: If your own website is new and still building its SEO strength, publishing evergreen articles on LinkedIn can give your ideas visibility in search results much faster. This is a great way to drive organic traffic indirectly.
Case study: Many solopreneurs report that their LinkedIn articles appear in Google searches for their name or key topics they write about, often within days of publishing.
LinkedIn articles often rank faster than new blog content
Source: Oryn
As mentioned, LinkedIn’s authority helps its content get noticed by search engines quickly. Your brand-new blog might take weeks or months to get similar traction for a competitive keyword.
Think of LinkedIn articles as a way to “test” the ranking potential of certain evergreen topics or to gain initial visibility while your website’s SEO builds.
The unique algorithm benefits LinkedIn provides for individual creators
LinkedIn encourages creators to publish content directly on its platform. Its algorithm tends to favor native content, including articles.
Engagement signals: When your connections and followers engage with your LinkedIn article (by likes, comments, and shares), it signals to the algorithm that your content is valuable, potentially increasing its reach within the LinkedIn ecosystem.
LinkedIn’s “Creator Mode“: LinkedIn’s push for more original content means that individuals who consistently publish quality material, like evergreen thought leadership content, can see increased visibility on the platform.
Statistics showing LinkedIn’s content reach compared to personal blogs
Built-in network: When you publish an article, your connections are often notified, providing an immediate potential readership that a brand-new blog post might struggle to achieve without promotion.
Reach potential: According to data from Sprout Social (2023), LinkedIn is a top platform for B2B marketers, and well-crafted content can achieve significant organic reach among professionals, your likely target audience as a solopreneur. While your blog aims for global search reach, LinkedIn offers targeted professional reach.
Using LinkedIn as part of your evergreen content strategy doesn’t mean abandoning your blog. It’s about smart repurposing and leveraging LinkedIn’s strengths.
Anything can happen to a social media platform, but the content on your website is yours. So, how do you take your amazing blog posts and make them shine on LinkedIn?
Repurposing Evergreen Blog Content for LinkedIn Success
When you’ve got valuable evergreen blog posts on your website, don’t let them just sit there! Repurposing that content as LinkedIn articles can expand your reach and reinforce your expertise. Here’s how to adapt your content effectively.
Step-by-step process for adapting blog posts to LinkedIn articles
It’s not just a copy-paste job from your blog to LinkedIn—you need to tailor it.
Choose the right posts: Select evergreen blog posts that are highly relevant to a professional audience, and align them with your LinkedIn personal branding.
Condense and refocus: LinkedIn articles are often best when a bit shorter and more direct than a comprehensive blog post. Focus on the key takeaways or one core idea from your original post.
Rewrite the introduction: Hook the LinkedIn reader immediately by addressing a pain point or a professional aspiration relevant to them.
Adjust the body of the article: Keep paragraphs short. Use bullet points or numbered lists for readability.
Craft a LinkedIn-specific call to action(CTA): What do you want LinkedIn readers to do? Comment with their experiences? Connect with you? Visit your website for a related resource?
How to modify content structure for LinkedIn’s specific format
LinkedIn’s article editor has its own nuances:
Shorter paragraphs: Use for 2 to 4 sentences per paragraph on LinkedIn. This improves scannability on both desktop and mobile.
Use LinkedIn’s formatting: Add bolding, italics, blockquotes, and bullet points to break up text and highlight key information.
Consider “native” feel: Even though this isn’t an original article only for LinkedIn, make it feel like it was written for LinkedIn. This might mean a slightly more direct or professionally conversational tone.
Link back to your site: Create your own backlink for SEO by including a hyperlink to the article back to the original blog post on your website
For example, a 3,000-word “ultimate guide” blog post could be broken down into two or three focused LinkedIn articles, each tackling a specific sub-topic from the original guide. Or you could just use a portion of the blog to make an abridged version for LinkedIn.
Tips for creating LinkedIn-specific headlines that gain traction
Headlines are crucial on LinkedIn. They need to stop the scroll.
Lead with a benefit: “How Solopreneurs Can Triple Their Leads with Evergreen Content” is stronger than just “Evergreen Content Guide.”
Use numbers and keywords: Similar to blog headlines, but ensure the keywords resonate with a professional searcher on LinkedIn.
Intrigue or urgency: “The One Evergreen Content Mistake Most Solopreneurs Make.”
LinkedIn’s own publishing guidelines often emphasize the importance of clear, compelling headlines that promise value to the reader.
Ways to enhance engagement through LinkedIn-specific features
LinkedIn isn’t just a publishing platform, it’s a social one. So don’t just post and run:
Ask questions: End your article with a question (as a CTA) to encourage comments and discussions.
Tag relevant people/companies as appropriate: If you mention a tool or an influencer respectfully, tagging them might increase visibility.
Share your article as a post: After publishing the article, create a separate LinkedIn post linking to it, adding some personal commentary or a key takeaway to encourage clicks and engagement.
Engage with comments: Respond to comments on your article to keep the conversation going and show you’re active.
Repurposing your evergreen content for your LinkedIn content strategy extends its life and impact, helping you build authority and drive traffic from multiple sources.
Of course, even “evergreen” content needs a little care over time.
Maintaining and Refreshing Your Evergreen Content
The beauty of evergreen content is its longevity. But “long-lasting” doesn’t mean “set it and forget it forever.” To keep your best pieces performing well and staying truly relevant, occasional maintenance is key.
There’s no single magic number, but a good rule of thumb is to review your top-performing evergreen content at least once a year. For other pieces, every 18 to 24 months may be sufficient.
Also, set up Google alerts or regularly check if there’s been a significant industry change, a new major tool released, or if you notice a dip in traffic to a previously popular post.
According to Orbit Media Studios, bloggers who update older content are significantly more likely to report “strong results” from their content marketing.
Signs that your content needs refreshing
Source: Zeal Digital
Keep an eye out for these tell-tale signs:
Declining organic traffic: If a post that used to bring in steady visitors is slipping, it might be losing relevance or getting outranked.
Outdated information or statistics: Facts, figures, or examples that are clearly from years ago.
Broken links: Links to external resources or even internal pages that no longer work.
New, better competitor content: If others have published more comprehensive or up-to-date articles on the same topic.
Changes in your own offerings: If your services or products have evolved, your content should reflect that.
Simple updates that can boost existing content performance
Refreshing doesn’t always mean a complete rewrite. Often, small changes can make a big difference.
Update statistics and dates: Swap out old data for the latest available numbers.
Add new examples or case studies: Keep your illustrations fresh.
Improve readability: Break up long paragraphs, add more subheadings, or create bullet points.
Enhance visuals: Add new images, update screenshots, or create a simple infographic.
Expand a section: If a particular subtopic has gained more importance, add more detail.
Internal linking: Add links to newer relevant content on your site, and ensure older posts link to this refreshed piece. This helps with content with long-term value.
Tools to track content performance over time
You need data to know what’s working and what needs attention.
Google Analytics: Track page views, bounce rate, time on page, and traffic sources for each blog post.
Google Search Console: See which keywords your posts are ranking for, their click-through rates, and any crawl errors.
SEO software (Semrush, Ahrefs, Moz): Monitor your positions for target keywords using their rank tracking features.
When you review and refresh your evergreen content regularly, you ensure it continues to be a valuable asset for your solopreneur business, driving organic traffic and reinforcing your authority for years to come. This commitment to content refresh strategies is vital. (And of course, I’m available to help with that!)
Now, how do you fit this all into your busy schedule?
Creating a Content Calendar That Balances Evergreen and Timely Content
As a solopreneur, your time is precious. A content calendar is essential to manage your content creation effectively, and ensure you consistently publish valuable pieces without feeling overwhelmed. It also helps you balance foundational evergreen articles with more timely posts.
Ideal ratio of evergreen to timely content for solopreneurs
Source: Breeze
While it varies by industry and audience, a good starting point for many solopreneurs is an 80/20 rule of 80% evergreen content and 20% timely content.
Evergreen content provides a stable foundation for traffic and authority. Timely content (like industry news commentary, responses to current trends, or seasonal promotions) can create buzz and show you’re current, but its value fades faster.
This ratio isn’t set in stone. If a major industry event happens, you might temporarily shift to more timely content. The key is having a strategic content planning approach.
Planning techniques for consistent content creation
Consistency is more important than frequency when creating content, especially when you’re just starting. A few ideas to help keep you stay consistent:
Theme months or quarters: Focus your content around a specific theme for one time period such as a month or a quarter.
This can make brainstorming evergreen blog ideas easier and create a cohesive experience for your audience. For example, one quarter could focus on “Productivity for Solopreneurs,” with various how-to guides, resource lists, and FAQ posts on that theme.
Pillar content and topic clusters: Create a large, comprehensive evergreen “pillar post” on a broad topic, then create several smaller “cluster” posts that delve into specific subtopics, all linking back to the pillar post. This is great for SEO and provides a wealth of content ideas.
Batching in this context means dedicating blocks of time to specific stages of content creation. This can significantly boost your productivity.
Brainstorming and outlining: Dedicate a few hours to brainstorm a list of evergreen topics and create rough outlines for several posts at once.
Research and writing: Set aside dedicated days for writing multiple first drafts.
Editing and visuals: Another block of time for editing those drafts, creating or sourcing images, and optimizing for SEO.
You could spend one Monday morning per month outlining four evergreen posts, then write one post each following Monday. This DIY content marketing approach makes the task less daunting.
Tips for managing content creation alongside other business tasks
Content creation is just one hat you wear as a solopreneur.
Time blocking: Schedule specific, non-negotiable time slots in your week for content creation, just like you would for client work.
Use a simple content calendar tool: Google Calendar, Trello, Asana, or even a spreadsheet can work. The goal is to have a visual plan.
Don’t aim for perfection immediately: Get the core ideas down. You can always refine and update later.
Repurpose aggressively: One evergreen blog post can become several social media updates, key points for a YouTube video, a LinkedIn article, and even part of an email newsletter. This maximizes your effort.
By strategically planning and batching your work, you can build a rich library of evergreen blog content without burning out. This content marketing approach is sustainable, supports long-term website traffic growth, and establishes you as a go-to expert.
Your Path to Lasting Online Presence
As a solopreneur, you need marketing strategies that work smarter, not harder. Evergreen blog content offers exactly that. It consistently attracts your ideal audience, builds your credibility, and generates leads long after you’ve hit the publish button. Think of it as building a valuable library of resources that works for your business around the clock.
Investing time in writing in high-quality, well-researched evergreen pieces has significant long-term traffic and authority benefits. These posts become foundational assets for your online presence, driving organic traffic and positioning you as a knowledgeable leader in your field. The effort you put in today continues to pay dividends for months—even years—creating a more stable and predictable flow of visitors to your website.
If you feel overwhelmed about where to start, begin with just one high-quality evergreen blog post that addresses a core need or question for your audience. Once it’s live on your blog, take the next step and repurpose its key insights into a LinkedIn article to expand its reach.
Your challenge this week? Start planning your evergreen content strategy. Identify some evergreen blog topics you can develop. You’ve got the knowledge; it’s time to share it in a way that brings enduring value to both your audience and your solo business.
Dean, B. (2019). We Analyzed 912 Million Blog Posts. Here’s What We Learned About Content Marketing. Backlinko. Retrieved from https://backlinko.com/content-study
Morkes, J & Nielsen, J. (1997). Concise, SCANNABLE, and Objective: How to Write for the Web. Nielsen Norman Group. Retrieved from https://www.nngroup.com/articles/concise-scannable-and-objective-how-to-write-for-the-web/
You pour your heart and soul into writing. You research, you draft, you edit. But does your content actually connect with people online? Do they stick around to read what you have to say?
Just writing well isn’t enough. You need a strategy that understands how people read online and what makes them stay. You want to hold their attention, build trust, and guide your reader toward a goal like learning something new, signing up for your list, or buying a product.
This article is your guide to doing just that. We’ll explore the science of online reading, break down proven structures, show you how to plan efficiently, and reveal simple formatting tricks that make a huge difference.
Get ready to make your long-form content impossible to ignore. Let’s dive in to how you can structure blog posts that keep readers glued to your page (“sticky”), and make your content work harder for you.
Why do some articles feel effortless to read, while others make your eyes glaze over after two sentences? It’s because of human psychology. Before you can write content they’ll actually read, you have to understand how people interact with text online.
How human attention spans work online (and why traditional writing methods fail)
We’re bombarded with information from every direction–notifications ping, new tabs open, and there’s always another headline with every click and scroll. This fast-paced knowledge dump has changed how we consume content.
Traditional writing with long paragraphs and slow build-up often fails online because it doesn’t cater to the need for quick scanning and immediate value. People aren’t settling in to read content with a cup of tea; they’re often scanning on a phone while juggling other tasks.
Think of your own habits. When you land on a page, do you read every single word from the start? You probably just scan headings, bold text, bullet points, and the first sentences of paragraphs to get the gist. And if it looks like too much work, or you don’t quickly find something interesting, you move on.
Your readers do the same thing.
The impact of visual hierarchy on reading patterns
Visual hierarchy is about arranging elements on your page so the most important information stands out. It guides the reader’s eye naturally.
People connect with content that makes them feel something.
Structure and formatting help readers navigate your content, but emotional triggers are what keep them mentally invested. Which emotions, and how? Try these:
Curiosity: Hint at what’s coming next keeps readers scrolling. Use questions, create suspense, or promise a solution to a problem where they have to open a loop.
Empathy: Share a relatable story or acknowledge your audience’s pain point to show you understand their struggles.
Hope: Offer solutions, tips, or a path to a better outcome to tap into their desire for improvement.
Surprise: Present unexpected facts or perspectives to grab their attention.
Validation: Confirm their feelings or experiences to make them feel understood and build trust.
When you tap into these emotions, you create a stronger connection. You move beyond just presenting facts and make your content resonate on a personal level. Emotional content is more likely to be shared and remembered than purely factual information.
Structure matters more than raw writing talent
You don’t need to be a literary genius to write engaging online content, but you do need good structure.
Think of it like building a house. You can use the most beautiful bricks, but if the foundation and framework are weak, the house won’t stand.
Content structure provides that framework. It organizes your ideas logically, guides the reader smoothly from one point to the next, and makes your content easy to follow.
On the other hand, even brilliant writing can be lost in a wall of text without clear headings, short paragraphs, and a logical flow. Online readers value clarity and accessibility over elaborate prose.
Analytics data shows content structure (use of headings, lists, etc.) directly impacts metrics like average time on page and bounce rate.
Good content structure keeps people reading. Different structures serve different purposes and appeal to readers in unique ways, so let’s go over 7 proven structures that can keep their attention.
7 Types of Blog Posts That Keep Readers Hooked
Choosing the right structure for your blog post can make a huge difference in how well it performs. Instead of just writing whatever comes to mind, select a framework that best suits your topic and your goal:
The problem-solution framework for practical topics
How-to guides with clear step-by-step instructions
List-based articles that deliver scannable value
The storytelling method for emotional connection
Comparison posts that help readers make decisions
FAQ structure for addressing common pain points
Case study format for demonstrating proof and results
1. The problem-solution framework for practical topics
This highly effective content structure addresses a specific issue your audience faces and offers a way to fix it. It works because it immediately connects with the reader’s pain point.
Here’s how it flows:
Introduce the Problem: Start by describing the challenge, frustration, or pain point your reader is experiencing. Make sure they feel understood.
Agitate the Problem: Briefly explain the negative consequences of this problem if it’s not addressed. This reinforces the need for a solution.
Present the Solution: Introduce your solution – your product, service, method, or advice. Explain what it is.
Explain How it Works: Detail the steps involved or the benefits of your solution.
Show Proof (optional): Include a case study, testimonial, or data showing the solution’s effectiveness.
Call to Action (CTA): Tell the reader what to do next.
Let’s see how you could apply this framework with a blog post about saving money:
You could start by describing the stress of living paycheck to paycheck (Problem).
Next, describe the inability to save for emergencies or fun things (Agitation).
Then introduce budgeting as the Solution.
Explain how to create a budget (How it works).
Tell a story of a client who saved $5,000 in a year using this method (Proof).
End by encouraging readers to download your budgeting template (Call to Action).
2. How-to guides with clear step-by-step instructions
People love learning how to do things. How-to guides are incredibly popular because they offer practical, actionable value.
Structure your how-to guide like this:
Introduce the Goal: What will the reader be able to do after reading your post? State it clearly upfront.
List Necessary Tools or Materials: If applicable, tell them what they’ll need.
Present Step-by-Step Instructions: Break down the process into simple, numbered steps. Use clear, concise language and avoid jargon.
Use Visuals: Include images or screenshots for each step whenever possible.
Offer Tips or Troubleshooting: Add extra advice or address common issues they might encounter.
Conclude: Briefly summarize and encourage them to try it. (You don’t need to use the word “Conclusion.”)
Say you wanted to create a guide on “How to Bake Perfect Chocolate Chip Cookies”:
State that your audience will learn how to bake amazing cookies (Goal).
List ingredients and tools (Materials).
Provide numbered steps for mixing, baking, and so on (Steps).
Include photos of each stage (Visuals).
Offer tips like not overmixing (Tips).
End by saying “Enjoy your cookies!” (Conclusion). It wouldn’t hurt engagement to also invite readers to share comments when they try the recipe (CTA).
“How-to” content receives high engagement, with users spending more time on pages compared to other formats, especially when steps are clearly numbered and include visuals.
3. List-based articles that deliver scannable value
Ah, the listicle. Love them or hate them, they work incredibly well online because they are inherently scannable and promise a specific amount of information. Readers know exactly what they’re getting – a list of points that are easy to scan.
Conclusion: Briefly summarize or offer a final thought.
Here’s how this would flow for a listicle called “10 Time-Saving Apps for Solopreneurs”:
The intro could explain why solopreneurs need time-saving tools.
Then, you describe #1 App Name (explanation), #2 App Name (explanation), and so on.
List-based content is among the most shared content formats online, because they’re easy to read, share, and come back to later.
4. The storytelling method for emotional connection
Stories are powerful. They grab our attention, make information memorable, and build a deep connection with the reader. Using storytelling in your blog posts makes them relatable and engaging.
Here’s how to structure a story-driven post:
Setup: Introduce the character (often you or a client) and the initial situation or challenge.
Conflict/Rising Action: Describe the problem, the struggle, or the obstacles faced. This is where you build tension and reader investment.
Climax: The turning point or the moment of realization/discovery.
Resolution: How the problem was solved or the lesson learned.
Takeaway or Moral: What can the reader learn from this story? How does it apply to them?
Let’s say you wrote a blog post about overcoming failure. Here’s how you could structure it:
Start with your initial excitement about a project (Setup).
Describe all the things that went wrong and how frustrating it was (Conflict).
Share the moment you realized what needed to change (Climax).
Explain how you implemented the change and succeeded (Resolution).
End with lessons about perseverance and your advice for the reader (Takeaway).
People remember stories far better than bullet points.
5. Comparison posts that help readers make decisions
When your audience is trying to choose between two or more options (products, services, methods), a comparison post is incredibly helpful. You position yourself as a trusted guide helping them make an informed decision.
Structure a comparison post in this order:
Introduction: Introduce the items being compared and state the goal–helping the reader decide which is best for them.
Criteria for Comparison: What factors are you using to compare them (price, features, ease of use, pros, cons)? Present these factors clearly.
Compare Each Item Based on Criteria: Dedicate a section to comparing the items based on each criterion. You can do this side-by-side or discuss each item’s performance on each criterion.
Summary Table (optional): Summarize the comparison points in a table makes them easy for readers to scan visually.
Recommendation: Offer your expert opinion on which option is best for different types of readers or situations.
Conclusion: Briefly summarize and reiterate the goal.
So if you wanted to compare two products in a post called “Product A vs. Product B: Which is Right for Your Business?,” you’d:
Introduce both products (Intro).
List factors like cost, features, and support (Criteria).
Compare Product A and Product B for each factor (Comparison).
Show a table (Summary).
Recommend Product A for small businesses and Product B for larger enterprises (Recommendation) for example.
Summarize the product offerings and your advice on choosing them (Conclusion)
Data from e-commerce blogs shows comparison posts often lead to higher click-through rates (CTRs) on affiliate links and product pages, indicating they effectively guide purchase decisions.
6. FAQ structure for addressing common pain points
If you find yourself answering the same questions from your audience over and over again, a Frequently Asked Questions (FAQ)-style blog post is a great way to provide value and address common pain points upfront. This structure is highly user-focused.
Here’s how to structure an FAQ post:
Introduction: State that this post will answer common questions about a specific topic.
Group Questions (optional ): If you have several questions, group similar questions under broader subheadings (“Pricing Questions,” “Usage Questions”).
List Questions as Subheadings: Make each question a subheading (H3 or H4).
Provide Clear, Concise Answers: Directly answer the question below the subheading. Keep answers focused, concise, and easy to understand.
Link to More Resources: If an answer requires more detail, link to other blog posts or pages on your site where readers can get more info.
Conclusion: Briefly wrap up and encourage readers to ask any further questions in the comments.
Say you’re writing a blog about “Your Top Questions About Starting a Podcast, Answered.” You could:
Introduce the topic (Intro)
Group questions into “Getting Started” and “Equipment” (Group Questions).
List questions like “What microphone do I need?” or “How do I choose a topic?” as subheadings, providing clear answers therein.
7. Case study format for demonstrating proof and results
When you need to show your audience detailed proof that your methods, products, or services actually work, a case study post is the answer. Case studies are customer success stories, and they provide concrete proof using real-world examples.
Structure a case study like this:
Headline Highlighting the Result: Start with the main outcome (“How [Client Name] Increased Traffic by X% Using Our Strategy”).
Introduction: Introduce the client and their initial situation or challenge (the “before”).
Problem: Detail the specific problems or goals the client had before working with you.
Solution: Explain the specific steps, strategies, or services you implemented to help them.
Results: Present the quantifiable outcomes and benefits achieved (the “after”). Use numbers, percentages, and data whenever possible.
Visual Proof (optional): Include charts, graphs, or screenshots demonstrating the results.
Conclusion or Takeaway: Summarize the success and explain what others can learn from this case.
Call to Action: Encourage readers facing similar problems to contact you.
Have you seen results with your clients? You could write a case study like, “How Sarah Doubled Her Email List in 3 Months with My Lead Magnet Workshop:”
Introduce Sarah and her scenario of having a small email list (Intro).
Explain her goal was rapid list growth (Problem).
Detail your workshop contents and her implementation steps (Solution).
Show the jump in her subscriber count with a graph or other visual element (Results).
Summarize that targeted training works (Takeaway).
Invite readers to join the next workshop (Call to Action).
Choosing one of these content structures gives your writing a clear direction and makes it easier for your reader to follow along and get the information they need. Regarding how long your blog post should be, try to write posts that are at least 2,000 words for a better SEO ranking (or long enough to address your topic without fluff).
Now let’s talk about the elements that enhance all of these structures.
Attention-grabbing headlines that promise specific value
Your headline is the first thing people see, often in search results or on social media. It’s your single chance to make a strong first impression and convince someone to click, so a generic headline won’t cut it.
Your headline must promise something specific and valuable to the reader.
For example, instead of using the headline “Tips for Better Writing,” which sounds generic and average, try something like “7 Quick Ways to Write Blog Posts People Actually Finish.”
The second headline is specific (7 ways, quick) and promises a clear benefit (posts people finish).
Great headlines include elements in many of the blog post structures we previously covered:
Your hook is the first sentence or two of your introduction, and it needs to be compelling enough to draw the reader in. Get straight to the point or pique their curiosity immediately.
Effective hooks often:
Ask a relatable question: “Struggling to get people to read your blog posts?”
Share a surprising statistic: “Did you know the average online attention span is just 8 seconds?”
Tell a brief, intriguing story: “I used to spend hours writing, only to see people bounce after a paragraph…”
State a bold or contrarian claim: “Everything you think you know about online reading is wrong.”
Promise a direct benefit: “Imagine writing posts that keep readers scrolling non-stop.”
Look at successful bloggers and writers in your niche. How do they start their articles? What makes you want to keep reading? Practice writing several different hooks for the same article and see which feels strongest.
Strategic use of subheadings to guide readers through your content
Source: SEOwind
Subheadings are mini-headlines throughout your article that break up walls of text and allow readers to scan the main points quickly.
Make them descriptive: Tell the reader what the section is about.
Use keywords: This helps with SEO and lets scanners know the relevance of the section.
Break up your content logically: Each subheading should cover a distinct idea or step.
Use H2, H3, H4 tags appropriately: This creates a clear hierarchy for both readers and search engines.
Remember the “F” and “Z” scanning patterns we discussed earlier? Subheadings are where your reader’s eyes will land as they scan down the page. If your subheadings are clear and interesting, the reader is more likely to stop and read the paragraphs below them.
Forget what you learned about paragraph length in English class. Short paragraphs are where it’s at. Walls of text look daunting on a screen, especially on mobile devices.
Short paragraphs encourage scanning. A reader can quickly glance at a short paragraph and decide if they want to read it fully. But if they see long paragraphs, they might skip the whole thing.
Content readability tools like Hemingway App, Grammarly and Readable flag long paragraphs that can hinder one’s reading experience, because shorter paragraphs improve comprehension and engagement.
Using bucket brigades to maintain momentum
Bucket brigades are short phrases that act as transition sentences, pulling the reader from one paragraph to the next. They’re like mini-hooks between paragraphs that create flow and curiosity, and encourage the reader to keep going. (I’m using them in this article!) They often use punctuation that creates a slight pause or question, like colons or ellipses.
Examples of bucket brigades:
Here’s the deal:
But why does this matter?
And guess what happened next?
What does this mean for you?
The best part?
So, how do you do it?
Do you see how they make you want to keep reading to find the answer? Using simple phrases like these keeps the momentum going and reduces the chances of a reader dropping off between points.
Once you master these essential elements–headlines, hooks, subheadings, short paragraphs, and bucket brigades–you build a strong foundation for content that holds attention.
More Writing Tips to Keep Readers Scrolling to the End
Keeping a reader engaged isn’t just about the essentials. Your body copy should also hold their attention, and you can do that with the flow and energy of your writing at the sentence and paragraph level. These techniques make your content feel conversational, interesting, and easy to follow.
Smooth transitions are like bridges between different ideas or sections in your content. They prevent the reader from feeling lost or abrupt as they move from one point to the next.
Good transitions:
Summarize the previous point and introduce the next.
Use transition words or phrases.
Ask a question related to the next section.
Create anticipation for what’s coming.
For example, at the end of a section about headline writing, you might transition to a new section about introductions by writing: “Once you’ve hooked them with a great headline, how do you make sure they keep reading? That’s where your opening hook comes in.” This sentence connects the two topics logically.
Blog posts with clear transitions have better flow and keep readers engaged for longer periods, according to content readability analysis.
Varying your sentence structure and length keeps the reader’s brain engaged and makes your writing more dynamic.
Mix short sentences with slightly longer ones.
Start sentences with different words.
Use active voice.
Insert a single sentence here and there as a powerful paragraph break.
Consider this example:
A) “Readers have short attention spans. You need to grab them fast. Headlines are important. Hooks are also important.”
B) “Readers online have incredibly short attention spans. So, how do you possibly grab them fast enough? It starts, of course, with a powerful headline. But once they click? That’s where your opening hook takes over.”
Which version is more interesting to read? If you chose B, you see my point.
Your readers want to connect with a human, not a robot. Injecting your personality into your writing makes it unique, relatable, and enjoyable to read. But clarity is still king – don’t let personality make your points unclear.
How to add personality:
Use contractions (like “you’re” instead of “you are”).
Use personal pronouns (“I,” “we,” “you”).
Tell relevant personal anecdotes or stories.
Use conversational language (as if you’re talking to a friend, but keep it professional).
Share your opinions or perspectives (where appropriate).
Use humor (if it fits your brand and topic).
Compare these two examples:
A) “This technique is recommended for optimal results.”
B) “I’ve used this technique myself, and honestly? The results were incredible—I saved hours of time.”
Example B seems more personal and trustworthy, wouldn’t you agree?
When you open a loop, the reader’s brain wants to close it.
Copywriting experts often use open loops in sales pages and articles to keep readers engaged and guide them towards a desired action.
An open loop is a psychological technique where you start discussing something or ask a question, but you delay providing the answer or resolution until later in the content. (Episodic TV does this all the time via “cliffhangers.”) This creates curiosity and encourages the reader to keep going to find out what happens or get the answer.
Some ways to use open loops in your content:
In the introduction, mention you’ll reveal a “secret tactic” later in the post.
Ask a compelling question early on and promise to answer it in a specific section.
Start a short story but pause it and say you’ll finish it after the next few points.
Hint at a surprising result or outcome that you’ll detail later.
For instance, early in a post about writing, you might say, “And one of the most powerful techniques I discovered completely changed how I write introductions. I’ll share exactly what it is in Section 3.”
The last sentence builds anticipation—now the reader has a reason to read on (or skip) to Section 3.
By implementing these writing tips, you make your content flow better, sound more human, and actively encourage readers to stay engaged from the first sentence to the last.
Next up: Making your content visually appealing.
Visual Elements That Enhance Readability
We’ve talked about structure and writing style, but how your content looks on the page is just as important for online readers. Visual elements break up text, highlight key information, and make your post more inviting.
Featured image: Choose a compelling image that represents your post and grabs attention in social feeds and search results.
Within the Post: Use images to illustrate points, break up walls of text, or add personality.
Charts and graphs: If you have data, present it visually. A chart is much easier to understand than a paragraph of numbers.
Infographics: Summarize complex processes or data-heavy topics into a shareable infographic.
Break up text: Place images between sections or after long paragraphs.
In a post about social media statistics, instead of listing numbers, you could create and insert a simple bar chart showing which platforms are most popular. For a how-to guide, include a screenshot of each step to make it easy for your readers to learn and follow along.
Few things will make an online reader bounce from your site faster than a giant wall of text. Content with formatting like lists and bold text is easier to read and understand, and improves reader satisfaction.
Use simple formatting techniques to create visual breaks and make your content scannable with:
Bold or italic text to highlight crucial words or phrases (use sparingly).
Instead of writing a long paragraph listing the benefits of your service, use a bulleted list. Instead of just stating a key term, bold it when you first introduce it.
Callout boxes to highlight key points
Callout boxes (sometimes called block quotes or pull quotes) are a great way to make important information pop off the page. They are visually distinct from the main body of text and draw the reader’s eye.
Use callout boxes for:
Key statistics or data points
Memorable quotes
Definitions of important terms
Key takeaways from a section
Actionable tips
If you mention a compelling statistic about email marketing conversion rates, put it in a callout box. If you have a powerful quote from a case study participant, highlight it this way. This ensures that even scanners will catch the most critical information.
White space is the empty space on your page–the margins, the space between lines of text, the space between paragraphs, and the space around images. It’s essential for readability because it makes your content easier on the eyes.
Too little white space makes your content look cramped, overwhelming, and difficult to read. Enough white space makes the content feel light, airy, and inviting.
Pay attention to:
Line spacing: Ensure enough space between lines of text.
Paragraph spacing: Add extra space between paragraphs (short paragraphs help with this too).
Margins: Don’t let your text stretch all the way across the screen; use margins.
Space around images and other elements: Give visuals room to breathe.
Look at two versions of the same blog post–one with tiny margins and no space between single-sentence paragraphs, and one with healthy margins and extra space between paragraphs. The second one gives you a more pleasant reading experience.
User experience (UX) research consistently shows that adequate white space improves readability and reduces eye strain, encouraging users to stay on the page longer. By intentionally using visuals and formatting, you make your content visually appealing and easy for busy online readers to consume.
In the final section of this pillar post, let’s strategize how to produce this content without spending all your time on it as a busy solopreneur.
Content Planning Tips for Time-Strapped Solopreneurs
As a solopreneur, you wear many hats. Content creation is vital, but it can feel overwhelming when you’re also handling sales, marketing, client work, and everything else. The key is smart planning and efficient execution.
How to create a sustainable content calendar you’ll actually follow
A content calendar isn’t just a nice-to-have; it’s a necessity for staying consistent and organized. But it needs to be realistic for your schedule.
Here’s how to build one you can stick to:
Assess Your Capacity: How much time can you realistically dedicate to content each week or month?
Choose Your Publishing Frequency: How often can you publish based on your capacity? Once a week? Twice a month?
Note: Consistent quality is more important than frequency. It’s better to post high-quality content once a month than post mediocre content every week.)
Brainstorm Topics: Generate a list of topics based on your audience’s needs, your expertise, and your business goals. Refer back to the structures we discussed.
Map Topics to Dates: Assign topics to specific dates on a calendar. Don’t just write “Blog Post”; write “Blog Post: [Specific Topic/Headline Idea].”
Break Down Tasks: For each post, list the steps: Research, Outline, Draft, Edit, Format, Publish, Promote.
Schedule Time Blocks: Put specific time blocks in your calendar for each of those tasks. Treat them like appointments.
Example: Instead of a vague note like “I need to write blog posts,” your calendar could have:
Monday, 9 to 10 AM: Research for “5 Lead Magnet Ideas” post.
Tuesday, 1 to 3 PM: Draft “5 Lead Magnet Ideas” post.
Wednesday, 10 to 11 AM: Edit and Format “5 Lead Magnet Ideas” post.
Thursday, 2 PM: Publish “5 Lead Magnet Ideas” post.
Having a visual plan reduces mental clutter, and makes the process feel less daunting and stressful. Those who use a content calendar are significantly more likely to report success with their content strategy. CoSchedule has a free content calendar (not sponsored).
Productivity research often highlights batching similar tasks as a key strategy for improving focus and output.
Batch writing means dedicating a block of time to complete a specific writing task for multiple pieces of content. This is a productivity superpower for solopreneurs.
Instead of working on one blog post from start to finish, you might do your content batching like so:
Batch Outline: Outline three blog posts in one sitting.
Batch Draft: Draft the intros for five blog posts, then draft the main body for all five, then draft the conclusions for all five.
Batch Edit: Edit several drafted posts back-to-back.
Why does this work? It reduces context switching. Your brain stays in “outlining mode” or “drafting mode,” which is more efficient than switching between tasks for a single post.
Here’s how this could look:
On Monday, you outline 3 posts. On Tuesday, you draft the first half of all 3. On Wednesday, you draft the second half. By the end of the week, you have 3 drafts ready for editing, instead of maybe just one finished post.
Incorporate batching strategy into your content calendar, and watch your productivity soar!
Repurposing strategies to get more mileage from single pieces
You spent time creating that awesome blog post. Don’t let it live and die on your blog! You can reuse your content in so many ways to reach more potential clients and customers.
Repurposing means taking the core ideas from one piece of content and turning them into different formats for other platforms. This is crucial for solopreneurs because it maximizes the return on your content creation effort.
Turn key points into social media posts (threads, carousel posts, individual updates).
Create graphics or infographics from data points or lists.
Record a short video summarizing the main ideas.
Turn the article into a script for a podcast episode or YouTube video.
Expand a section into a longer guide or email series.
Create quote images from impactful sentences.
Say you write a pillar blog post on “10 Marketing Mistakes Solopreneurs Make.” You can reuse parts of that post to:
Turn each mistake into a separate social media post for the next 10 days.
Create an infographic summarizing all 10 points.
Record a 5-minute video discussing the top 3 mistakes.
Turn the post into a solo podcast episode.
Business owners who effectively repurpose content can see a significant increase in their reach and engagement across channels. Repurposing allows you to reach different audiences on different platforms without creating everything from scratch.
Simple research methods that don’t eat up your whole day
Effective blog posts often require research – understanding your audience, finding data, or gathering information on a topic. But research can feel like a black hole that swallows your time. Keep it simple and focused.
Quick research methods:
Listen to Your Audience: What questions do they ask in emails, comments, or on social media? What problems do they mention?
Check Competitors: See what topics successful blogs in your niche are covering. What are they not covering?
Browse Forums and Groups: Look at discussions on platforms like Reddit, Facebook Groups, or Quora in your niche to see what pain points people have with your topic.
Use Google Search: Look at the “People Also Ask” section and related searches for your topic ideas.
Set Time Limits: Decide in advance how long you will spend on research for a specific post (30 to 60 minutes) and stick to it. (This should be part of your content calendar.)
Let’s suppose you want to write about email marketing for beginners. You check a keyword tool and see lots of searches for the long-tail keywords “best email subject lines” and “how to grow email list fast.” Later, you browse a Facebook group and see beginners asking about choosing email software. This quick research tells you exactly what problems to address and what keywords to use, saving you hours of aimless searching and guessing.
Efficient research methods are key to consistent content creation, allowing solopreneurs to spend more time writing and promoting.
By implementing these planning and productivity tips, you can create a consistent stream of engaging content without burning out.
Phew, we’ve covered a lot of ground! From understanding how people consume online content to specific structures, planning tricks, visual boosts, and writing techniques–you now have a powerful toolkit for creating blog posts that don’t just hook your readers, but keep them engaged.
When you focus on clear structure, scannable formats, emotional connection, and maintaining momentum with your writing, you respect your reader’s time and deliver information in a way that resonates with them.
Adding visuals and paying attention to white space makes your posts inviting, while using transitions, varying sentences, injecting personality, and creating open loops keeps your readers scrolling all the way to the end.
And as a solopreneur, strategizing your content strategy with calendars, batching, and repurposing ensures you can consistently create great content without sacrificing all your time.
Whether you use the problem-solution framework, a listicle, or weave in storytelling, choose the right content structure to give your content purpose and direction. Start with one of them for your next post, and watch how it transforms your reader engagement metrics. You might be surprised at how much longer they stick around.
Hamby, A. & Edson Escalas, J. (2023). Connecting the Plot Points: How Consumers Use and Respond to Narratives. Association for Consumer Research. Retrieved from https://doi.org/10.1086/727829
Do you ever feel like you’re caught in a tug-of-war with your content? 55% of B2B marketers and content creators struggle to create content. Part of that struggle is finding a balance SEO requirements with creative expression. It’s normal to feel torn between pleasing search engines and connecting with real people by writing something fresh, engaging, and authentically you (or your business).
Well, you don’t have to choose. Creating SEO-friendly creative content isn’t about sacrificing your voice for rankings. It’s about finding a smart way to satisfy both.
There’s a myth floating around that SEO forces writers into creating dull, robotic content stuffed with keywords. Maybe you’ve heard that SEO kills creativity, turning vibrant writing into formulaic text designed only for machines.
But actually, search engines have gotten much smarter. They’re no longer just looking for keywords; they’re looking for content that genuinely helps people by focusing on user intent (the info a person is looking for online).
Think about it: what makes content great for readers? Often, it’s creativity! A unique perspective, an engaging story, a clear explanation with helpful visuals – these creative elements keep people on your page longer, encourage them to explore more, and even prompt them to share your content. These are known as engagement metrics, and they matter for SEO.
Google’s “Helpful Content Update” specifically targets content written primarily for search engines instead of humans. This system rewards content that provides a satisfying user experience (UX) and demonstrates first-hand experience or deep knowledge.
When you use creative techniques like storytelling, compelling visuals, or interactive elements, you make your content more engaging. This isn’t just good for the reader; it sends positive signals to search engines.
Metrics like average engagement time (how long people stay on your page), engagement rate (the percentage of visits with meaningful interaction), and lower bounce rates (people leaving after viewing only one page) indicate that users find your content valuable. Search engines interpret these signals as signs of quality content that satisfies user intent.
According to Contentsquare’s 2024 Digital Experience Benchmarking Report, poor page interaction (measured by Interaction to Next Paint or INP) reduces engagement by -11.7%. Creative, engaging content naturally improves interaction and keeps users on the page longer. Longer average engagement time suggests users find your content valuable.
Brands who successfully balance SEO and creativity
Many successful brands prove that SEO and creativity can coexist and thrive. They create content that’s not only optimized for search but also genuinely interesting, helpful, and reflective of their unique brand voice. Some examples include:
Flyhomes: Achieved massive organic growth (over 1.1M monthly visits) by creating comprehensive, data-rich cost of living guides. This balanced a creative approach to a common user need (housing information) with strong SEO content strategy.
Brainly: Leveraged user-generated content (questions and answers) to create millions of unique pages targeting long-tail keywords, tripling their keyword rankings by fostering a creative, peer-to-peer learning environment.
Liquid Death, CeraVe, E.L.F. Cosmetics: These brands demonstrate the power of a “social-first” brand building approach, often involving creative, engaging content that resonates with communities, which can indirectly boost SEO through increased visibility and brand mentions.
These examples show that focusing on user needs with creative execution, supported by smart SEO, is a winning formula.
Next, let’s look at the first crucial step before you even start writing: understanding why someone is searching in the first place.
Understand User Search Intent Before You Write
Before you pour your creative energy into a piece of content, you need to know why someone would search for your topic. What are they really trying to achieve? The “why” behind a search query is called search intent or user intent.
Product pages, service pages, e-commerce category pages, pricing pages, sign-up forms
Knowing which intent you’re targeting helps direct your creative approach.
Informational intent (I want to know)
Users with informational intent are looking for knowledge. They may be asking “how to fix a leaky faucet,” “what are the benefits of meditation,” or “history of the Eiffel Tower.”
Your creative challenge here is to present information clearly, engagingly, and comprehensively. Think step-by-step guides, insightful explainers, helpful tutorials, or visually appealing infographics (linkable assets).
Here, the user already knows the destination – a specific website or brand. They may search for “YouTube,” “Amazon login,” or “Backlinko blog.”
This isn’t the place to get creative, because the goal is to ensure your official pages (homepage, login page, key product pages) are easy to find. Your creativity can focus on clear branding and UX on those specific pages.
Commercial intent (I want to compare before doing)
These users are in the research phase before making a purchase or commitment. They’re comparing options, looking for reviews, and trying to find the best fit.
Searches may include “best running shoes for beginners,” “Surfer SEO vs Clearscope,” or “Mailchimp alternatives.” Your creative opportunity lies in providing persuasive, helpful comparisons, in-depth reviews, detailed case studies, or compelling testimonials.
Commercial intent searches represent the crucial middle-of-the-funnel stage, at 14.51% of Google searches.
Transactional intent (I want to do/buy)
Users with transactional intent are ready to act. They’re looking to “buy noise-canceling headphones,” find “pizza delivery near me,” or get a “free trial for project management software.”
Creativity here focuses on clear calls-to-action (CTAs), persuasive product descriptions, easy checkout processes, and highlighting value propositions like discounts or free shipping.
While purely transactional searches may seem low (0.69% according to SparkToro/Datos), many commercial searches lead directly to a transaction. Optimizing product and service pages for this intent is vital for conversions.
Understanding these types is the first step. But how do you figure out the intent behind your specific keywords?
Use keyword modifiers as clues
Often, the words used in the search query itself hint at the intent.
While titles with question-based keywords may have a slightly lower click-through rate (CTR) overall (15.5% vs 16.3% for non-question titles), they are strong indicators of informational intent.
Moz observed that searching “blender” brings up mixed results (the software and the kitchen appliance), indicating Google isn’t sure of the primary intent. However, searching “coffee maker” predominantly shows e-commerce category pages, clearly signaling commercial or transactional intent.
Check “People Also Ask” (PAA) and related searches
The PAA boxes directly show questions users are asking related to your keyword. These questions are a goldmine for understanding specific informational needs or comparison points. Similarly, the “Related searches” section at the bottom of the SERP shows how users refine or continue their search, offering clues about their ultimate goal.
If you search “best email marketing tools,” the PAA section may include questions like “What is the #1 email marketing tool?” or “Which email platform is best for small business?” This clearly signals users are in a commercial investigation phase, comparing options.
Leverage keyword research tools with intent labels
Many SEO tools can save you time, as they automatically categorize keywords by search intent, such as Moz Pro, Semrush, Ahrefs, seoClarity, and various AI platforms. However, always double-check the SERPs yourself, especially for keywords that could have mixed intent.
For instance, using Moz Pro’s Keyword Suggestions, you can see that the tool identifies “coffee maker” as having high commercial intent, confirming the manual SERP analysis.
By understanding the why behind the search, you can tailor your creative approach to meet that specific need, making your content far more effective for both users and search engines.
With a clear understanding of user intent, how do you find the actual words and phrases your audience uses? The answer is keyword research.
Keyword Research for Creative Minds
Often, keyword research gets a bad rap among creative types. It can feel like a purely technical, data-driven chore that stifles creativity. But what if we reframed it? Think of keyword research not as a restriction, but as a powerful tool for audience insight.
Keywords are the actual words and phrases your potential readers use when they’re looking for information, solutions, or inspiration online. Understanding these terms helps you:
Know the language your audience speaks.
Identify their specific questions and pain points.
Discover content topics they’re actively interested in.
Find angles that resonate with their needs.
Approached this way, keyword research becomes a source of creative inspiration, not a barrier to it.
Use question-based keywords for content inspiration
Keywords phrased as questions (starting with “who,” “what,” “where,” “when,” “why,” or “how”) are direct lines into your audience’s minds. They explicitly state the problem or information gap the user is trying to fill.
Each question is a potential blog post, video topic, or section within a larger guide. Tools like AnswerThePublic or simply analyzing the PAA boxes in Google search results are great ways to find these.
Explore long-tail keywords for specific creative angles
Long-tail keywords are longer, more specific phrases, typically three or more words. Think “easy vegan weeknight dinner recipes” instead of just “vegan recipes.” Because they’re specific, they usually have lower search volume but also less competition and much clearer intent.
Look at related keywords and “People Also Search For” (PASF) for thematic depth
When you research a primary keyword (also called a focus keyword), tools and Google itself will show you related terms and topics. Google’s “Related Searches” (or “People Also Search For”) section shows what users search for next.
Exploring these related areas helps you understand the broader context around your topic and identify adjacent themes your audience cares about. This allows you to create a richer, more comprehensive (and creative!) exploration of a subject, rather than just a single, narrow piece.
Researching “how to start a podcast” may reveal related searches like “podcast equipment for beginners,” “podcast hosting platforms,” “how to monetize a podcast,” and “podcast interview techniques.” Each of these could become a separate creative content piece supporting the main topic.
Search semantic and LSI keywords
Modern search engines like Google don’t just match keywords; they understand meaning and context, which is called semantic search. They recognize synonyms, related concepts, and the relationships between words. Latent Semantic Indexing (LSI) keywords are terms conceptually linked to your main topic.
Using these related terms helps Google grasp the full meaning of your content and allows you to write more naturally and creatively without awkwardly repeating your main keyword.
Because Google understands semantics, using varied language and explaining concepts in different ways actually helps your SEO by providing richer contextual clues. This directly rewards creative expression in writing.
Identify related terms and entities
Go beyond simple keywords and identify the main entities (people, places, organizations, concepts) associated with your topic.
Also, actively look for synonyms and related phrases by using SEO tools, analyzing top-ranking content, or simply brainstorming related ideas. Weaving these terms and entities naturally into your writing adds semantic depth and demonstrates comprehensive understanding.
For example, if your content is about “sustainable travel,” related terms may include “eco-tourism,” “carbon offsetting,” “responsible travel,” “low-impact accommodation.” Related entities could be “Greta Thunberg,” “Costa Rica” (as a destination known for eco-tourism), “WWF,” or specific eco-lodges.
All these pages are linked together internally. Grouping your researched keywords into these clusters helps you plan content systematically.
Topic clusters provide a framework that supports creativity. The pillar page establishes the foundation, while the cluster pages allow you to explore specific angles using diverse creative formats (videos, infographics, deep-dive articles, case studies). This structure also signals topical authority to Google, boosting your credibility and rankings.
Use clusters to guide creative content planning
Once you’ve grouped your keywords into clusters, use this structure as a roadmap. Plan out your pillar content and the supporting cluster content.
Decide which creative formats best suit each subtopic based on its specific keywords and user intent. This ensures you cover the subject comprehensively while keeping your content organized and interconnected. Use keyword clustering tools (which group keywords based on semantic meaning or shared SERP results) to help automate this grouping process.
Building content around topics where your website demonstrates expertise and trustworthiness (Topic Authority) can significantly improve your search rankings. Topic clusters are key to building and showing your authority.
Okay, you’ve got your intent figured out and a list of keywords that actually spark some creative ideas. How do you weave those keywords into your writing and still sound human?
Smart, Natural Keyword Placement
The goal here is simple: integrate keywords seamlessly so they support the reader’s journey, not interrupt it. Forget about “keyword density” percentages and focus on natural language. Keyword stuffing (jamming keywords in unnaturally) creates a terrible reading experience and can get your site penalized by search engines.
Instead, focus on placing your keywords strategically in key areas where they have the most impact for both readers and search engines, always prioritizing clarity and flow.
Include keywords in your title tag
Your page’s title tag (the clickable headline shown in search results) is prime real estate. It’s a strong signal to search engines about your page’s topic and heavily influences whether users click.
Google often rewrites title tags if they’re too long, stuffed with keywords, or don’t seem to match the content’s intent well. A clear, relevant title tag that includes the keyword naturally has a better chance of being displayed as you intended.
Weave keywords into headings and subheadings
Headings (H1, H2, H3, etc.) break up your text and create a clear structure, making it easier for readers to scan and understand the content. They also help search engines understand the hierarchy and main points of your page.
Use your primary keyword in your main title (H1) using a conversational tone. Incorporate variations or related keywords into your subheadings (H2s, H3s) where they fit logically and describe the section’s content accurately.
Good heading structure directly improves UX by making content readable and scannable. When users can quickly find the information they need, they’re more likely to stay engaged – a positive signal for SEO.
Place keywords early in your introduction
Include your primary keyword somewhere in the first paragraph, or at least within the first 100 to 150 words of your content. This immediately confirms the topic for your audience and search engines, which shows its relevance right from the start.
For example, if your article targets “mindfulness techniques for stress,” your introduction could start with: “Feeling overwhelmed? Discover simple mindfulness techniques for stress reduction that you can practice anywhere…”
Integrate keywords naturally within the body content
Sprinkle your primary keyword, along with synonyms and related terms (semantic keywords), throughout the main body of your text. Don’t obsess over frequency or density; focus on whether the language sounds natural and makes sense in context. If a sentence sounds awkward with the keyword, rephrase it or use a variation.
Use keywords in URLs
Your page’s web address (URL) is another place to include your primary keyword, if possible. Keep URLs short, descriptive, and use hyphens (-) to separate words (yourwebsite.com/seo-friendly-creative-content).
A clear URL helps users and search engines understand the page topic at a glance. Pages with the primary keyword in the URL tend to have a 45% higher click-through rate from search results.
Optimize meta descriptions with keywords
Source: Semrush
The meta description is the short snippet of text that appears under your title tag in search results.
For this article, a meta description could be: “Learn proven techniques to create SEO-friendly content while maintaining your creative voice. Boost rankings without boring readers.”
While it’s not a direct ranking factor, it heavily influences whether someone clicks on your link. Write a compelling description (around 155 characters or less) that accurately summarizes the page and includes your primary keyword naturally. Think of it as ad copy for your content.
The digital health platform ZOE saw significant organic growth (754% in 6 months) partly by optimizing their images with descriptive alt text and filenames, earning them over 72,000 image snippets in search results.
Search engines can’t “see” images like humans do, so you need to provide context:
Use descriptive file names that include keywords like “creative-seo-writing-tips.png” instead of generic names like “IMG_001.jpg.”
“Looking for the best vacuum cleaner? Our best vacuum cleaner is the best vacuum cleaner for pet hair. Buy the best vacuum cleaner today!”
“Choosing the best vacuum cleaner depends on your home. Do you need powerful suction for pet hair, or a lightweight model for stairs? Let’s explore top-rated options.”
“We offer cloud computing solutions. Our cloud computing solutions provide scalable cloud computing solutions for your business.”
“Explore our enterprise cloud features for scalable performance. These cloud-based services adapt as your business grows, offering flexible computing solutions.”
SEO writing tips
“Get SEO writing tips here. These SEO writing tips improve SEO writing. Use our SEO writing tips for better SEO writing.”
“Need effective SEO writing tips? This guide covers keyword integration, readability, and how to craft content that ranks well and engages readers.”
See the difference? Natural integration flows better and focuses on providing value, while forced usage sounds repetitive and spammy.
If using the exact keyword phrase sounds unnatural, you can also use synonyms and related terms. Using variations like “content optimization techniques,” “writing for search engines,” or “creative SEO strategies” instead of just “SEO-friendly creative content” keeps your language fresh and provides broader semantic signals to Google.
Keyword placement is important, but it’s only part of the puzzle. How you structure and format the entire piece plays a huge role in keeping both readers and search engine bots happy.
Good Structure and Formatting for Bots and People
Think about the last time you landed on a webpage that was just a giant wall of text. Did you read it, or did you go elsewhere for the info?
How your content looks and flows—content design—is just as important as what it says. Good structure and formatting make your content easy to read and digest for humans, which improves UX.
Luckily, the formatting elements that make content user-friendly also help search engine crawlers understand your content’s structure, hierarchy, and key points. It’s a win-win!
Use clear headings and subheadings
Source: SEOwind
We already talked about headings in the context of keyword placement, but their primary role is structure. Use a clear heading hierarchy:
H1: Your main title (only one per page).
H2s: Major sections of your article.
H3s (up to H6 if needed): Sub-points within those sections, which
breaks up your content into digestible chunks,
allows readers to scan for relevant information quickly, and
tells search engines how your content is organized.
Keep your paragraphs focused and brief, withno more than 4 sentences or lines each.
Shorter paragraphs are less intimidating and much easier to read, especially on mobile screens. Similarly, vary your sentence length but lean towards shorter, clearer sentences (averaging under 20 to 25 words is a good target).
Many readability formulas, like the Flesch-Kincaid Grade Level, penalize long sentences and paragraphs. Aim for a 7th-grade reading level or below to make your content accessible to a wider audience.
Whenever you’re listing items, steps, or key takeaways, use bullet points or numbered lists. Lists break up the visual monotony of paragraphs, make information highly scannable, and help readers digest complex information quickly.
Google frequently uses content formatted as lists (both bulleted and numbered) to generate Featured Snippets at the top of search results. Structuring key information in lists is a creative way to potentially capture this valuable SERP real estate.
Employ bold and italic text strategically
Use bold text or italics sparingly to emphasize key terms, definitions, or important phrases within your paragraphs. This helps guide the reader’s eye and makes the content easier to scan for crucial information. Don’t overdo it though, or the formatting loses its impact and makes the content harder to read.
It helps to create your own internal style guide for governance. For instance, you may want to bold takeaway sentences or put important terms in italics the first time you define them.
Beyond these specific elements, ensure your content flows logically from one section to the next. Start with an introduction that sets the stage, develop your main points with clear transitions, and end with a conclusion that summarizes the key message.
Visuals also play a critical role in structure and engagement.
Ensure your visuals are high-quality, directly relevant to the surrounding text, and properly optimized with descriptive file names and alt text. Compressing images is also vital for page speed.
Websites with visual content get 94% more views and traffic than text-only pages.
Embed videos where appropriate
Videos are incredibly engaging and can significantly increase the amount of time visitors spend on your page.
If it’s better to explain a concept visually so that your audience will understand it more easily, embed a relevant video. Make sure to optimize the video’s title and description as well.
With over half of web traffic coming from smartphones and tablets, your content must look good and be easy to navigate on smaller screens. This means using a mobile-responsive design, ensuring text is readable without zooming in, and checking that buttons and links are easy to access on different devices.
Google uses mobile-first indexing, meaning it primarily looks at the mobile version of your site for ranking purposes. A poor mobile experience leads to high bounce rates and hurts your SEO.
Structure and formatting lay the groundwork for a positive UX, but to get the most impact, the words you choose need to resonate with your audience. So let’s talk about how to keep your unique writing voice alive (and creative) while still hitting those important SEO marks.
Writing Techniques That Boost SEO Without Killing Your Voice
This is where the magic happens—blending the art of writing with the science of SEO.
Think of SEO principles not as rigid rules that suffocate creativity, but as guidelines that help your brilliant writing get discovered. The key is to prioritize your reader and write naturally, then layer in optimization techniques thoughtfully.
Clearly introduce the topic or problem your content addresses and briefly state what the reader will gain by sticking around. Instead of a dry opening like, “This post will discuss creative SEO,” try something more engaging: “Tired of choosing between writing content you love and content that ranks? What if you could do both? This guide explores practical ways to inject your creative spark into SEO writing.”
Above all, write for the humans who will be reading your content. Use language that feels natural to you and resonates with your target audience.
Readers (and increasingly, algorithms) can often detect content that feels forced, overly optimized, or purely AI-generated without a human touch. So don’t try to force keywords or sentence structures that feel awkward or unlike you.
Let your unique perspective and personality shine through. Your unique, genuine voice and experience are the differentiators in a crowded market, and that authenticity builds trust and connection, which aligns perfectly with Google’s emphasis on E-E-A-T.
Write in a conversational tone
Imagine you’re explaining your topic to a friend. Writing in a conversational tone – using “you,” asking questions, incorporating contractions (like “you’re” or “it’s”), and keeping the language approachable makes your content feel more personal and easier to read. This style naturally aligns with how people search using voice assistants, and helps search engines understand the context through natural language processing (NLP).
Conversational writing often naturally includes the long-tail keywords and question-based phrases that are vital for modern SEO, especially voice search. Plus, it enhances UX, a known ranking factor.
Use active voice for clarity and impact
Whenever possible, use active voice (“The writer crafted the sentence”) rather than passive voice (“The sentence was crafted by the writer”). Active voice is more direct, concise, energetic, and easier to understand. It makes your writing feel more confident and engaging.
Readability tools flag passive voice.Using passive voice is fine on occasion, but aim to keep passive voice under 10% as suggested by Yoast) to improve clarity, readability and flow.
Incorporate storytelling to engage and rank
Humans are wired for stories. Weaving narratives, personal anecdotes, relatable examples, or compelling case studies into your content makes it far more engaging and memorable.
Stories capture attention, evoke emotion, and can dramatically increase the time readers spend on your page (dwell time), and reduce how often they bounce away immediately. These improved engagement metrics send positive signals to search engines, indirectly boosting your SEO.
Tell stories that illustrate your points in a fresh way
Doing so provides E-E-A-T, makes your content more valuable to readers, and increases the likelihood it will be shared and linked to. Original research and content showcasing deep expertise are highly effective and can generate 40% more engagement.
Maintaining your creative voice while optimizing for SEO is achievable with these techniques. And thankfully, you don’t have to manage every single detail manually. There are some fantastic tools available to help streamline the process.
Tools That Support Both SEO and Creative Writing
Leveraging the right tools can make creating SEO-friendly creative content much smoother and more efficient. These tools can handle some of the more technical aspects of SEO, freeing up your mental energy to focus on the creative side – crafting compelling narratives, developing unique angles, and polishing your prose.
Keyword research tools
Keyword research tools like Semrush, Ahrefs, Moz Keyword Explorer, Google Keyword Planner, and Keywords Everywhere are essential for the audience insight phase. They help you:
Find relevant keywords your audience is searching for.
Analyze search volume (how many people search) and keyword difficulty (how hard it is to rank).
Understand search intent (many tools now offer intent labels).
Discover related terms, questions, and topic ideas.
Some tools like Keyword Insights or Surfer SEO even help group keywords into topic clusters.
You could use Semrush’s Keyword Magic Tool to find primary keywords for your topic, or its Topic Research tool to identify content gaps by analyzing competitors.
Content optimization tools
Once you have your topic and keywords, use tools like Surfer SEO, Clearscope or MarketMuse to help optimize your content for ranking. They typically work by analyzing the current top-ranking pages for your primary keyword and providing data-driven recommendations on the:
Content structure (the number of headings, paragraphs, images)
Topics to cover to ensure comprehensiveness
Readability scores
These are powerful tools, but be careful to only rely on these tools for guidance, not instructions. Over-optimizing based solely on tool recommendations can sometimes lead to content that sounds stiff and robotic. Always use your judgment to maintain your voice and prioritize the experience of your audience.
AI writing assistants
AI tools like ChatGPT, Jasper, Claude, Perplexity, Gemini, and Copy.ai can be incredibly helpful assistants in the creative process to:
Brainstorm ideas and angles
Generate outlines based on a topic or keyword
Draft sections of content (introductions, conclusions, specific points)
Rewrite sentences or paragraphs for clarity, tone, or conciseness
AI tools designed specifically for SEO (like Writesonic or SEO.AI) can often integrate keyword research and optimization suggestions directly into the writing workflow.
Use AI tools to enhance human creativity, not replace it. Studies show that AI-assisted content (human oversight and input) performs significantly better than purely AI-generated content. Although 86% of SEOs use AI, most top-ranking content still has little AI involvement.
Readability checkers
Readability tools like Hemingway App, Grammarly and Readable analyze your writing and provide feedback on its clarity and simplicity. They typically check:
Sentence length and complexity
Paragraph length
Use of passive voice
Complex or jargon-filled words
Overall readability score (often using metrics like Flesch Reading Ease or Flesch-Kincaid Grade Level). Using these tools helps ensure your creative writing is still accessible and easy for your target audience (and search engines) to understand, helping you hit that target 8th-grade reading level. Grammarly also offers tone detection to help maintain consistency.
I love the Hemingway App. When you paste your text there, it highlights sentences that are too long or complex, prompting you to simplify them for better readability and flow.
SEO plugins
If you use a content management system like WordPress, SEO plugins are invaluable. They provide real-time feedback directly within your writing interface on:
Keyword usage and placement
Title tag and meta description optimization
Readability
Internal linking
Other on-page SEO factors. These plugins make it easier to check the essential SEO boxes as you write and edit
SEO plugins to try include Yoast SEO, Rank Math, and AIOSEO (All in One SEO). Yoast SEO includes specific checks for readability based on metrics like Flesch Reading Ease, sentence length, paragraph length, passive voice, and transition words.
When choosing tools, consider your budget, technical comfort level, and specific needs. Many offer free versions or trials, so you can experiment to find the ones that best complement your creative workflow.
Strike the Right Chord with SEO and Creativity
Finding the sweet spot between SEO requirements and your creative expression will help make your voice heard in the crowded online world. Don’t let perceived constraints of SEO dim your creative spark.
Embrace these techniques, leverage helpful tools, and start crafting content that resonates deeply with the people you want to reach, and watch your content climb search rankings. When you focus on creating high-quality, engaging, and helpful content that reflects your unique perspective, your content will naturally align with the core principles of good SEO. And your audience and the search engines will thank you for it.
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As someone who does both copywriting and voiceover professionally, I wanted to share a crossover tip for those of you who write copy for commercials or e-learning scripts.
I recently decided to flip the script, and start writing video scripts. I usually read them as voiceovers, and I have some opinions about how to “ree-mix” them.
Too Many Words in Sentences
A huge problem I encounter with scripts in a voiceover recording session, is that there are too many words crammed into a sentence, and usually without the correct punctuation. This often happens when there is a tight time deadline and all the words need to be read in a specific amount of time, and still sound natural. Conversational. Like you’re talking to a friend.
Often, the scripts are revised until the last minute so it doesn’t make a lot of sense to rehearse beforehand.
These copywriters are writing scripts for the eye instead of writing for the ear.
Please copywriters, educate your clients: Let them know that they may not be able to get all of their talking points in a 15- or 30-second commercial without cutting some words.
Simple Sentences Make a Big Impact
How do you know a sentence needs revising? Simply read your copy out loud and time it. If you’re getting hung up on words, have to stop and keep taking breaths, and or have to read fast to get it all in your designated time limit, then guess what? You need to rewrite your copy. Use a tool like Hemingway to check the complexity of your sentences, grammar, and grade level of your writing.
We will all save so much time in recording sessions. Your voice talent will really appreciate you and be more efficient, giving you the best performance and a shorter time.
