Meta title: Focus Keyword+ Catchy Heading That Has the Reader’s Attention

Meta description: Write something that appeals to the reader and makes them want to click the link and read your article.

*Use words of encouragement such as “Read, learn, explore, find out” or anything else that directly addresses the reader. Keep in mind that the length of your meta description should be up to 140 or close to this number, so no 200ish description whatsoever (Google won't show it fully).

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Focus Keyword + Your Title

“Life is like a box of chocolates. You never know what you're gonna get.” Well, if you’re Forrest Gump and can’t flip the box over, of course. Anyway, let’s talk about your intro.

Just like in Gump’s case, we can’t tell you what you're going to get when writing an intro. Mainly because the intro’s main goal is to hook the reader, and make them keep on reading. There are many ways to achieve that, and you do you, but we highly recommend that you read this article and try coming up with your own version of a hook.

Apart from the hook, your introduction should also include a thesis, the main thing you are looking to persuade your readers in, something you want them to take away from your article. Without any thesis, you’re writing just for the sake of writing, and that’s borderline graphomania that we don’t recommend. For an additional source of inspiration on how you can create an intro with a solid thesis, consider reading this article and this one too.

As a content marketing and SEO agency, we at Kaiiax are all about s̶l̶e̶a̶z̶y̶ t̶a̶c̶t̶i̶c̶s̶ a̶n̶d̶ o̶v̶e̶r̶p̶r̶o̶m̶i̶s̶e̶ creativity, authenticity, and value. When discussing articles with writers, our goal is to help them make their pieces of writing compelling, persuasive, and, most of all, valuable and filled with the company’s expertise. To better understand what I'm talking about, check out this article about building a Shopify app in a week – we immediately understand who’s writing this article. It’s not some random person – it’s a consultant with years of experience who’s an expert in the subject. And by the way, the company’s expertise (or reason to believe you're an expert on the topic) is something that should also be included in the intro to boost credibility and brand awareness, so keep this in mind too, and use Shopify’s example as a reference.

Your main part

That’s the point, where we can’t recommend any particular length or number of sections. It all comes down to how many of them you need to deliver the message and persuade your readers. What we can say, however, is that no matter the case, your article shouldn’t be lame and hard to understand.

This is where some basic rules can be applied.

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Keep it simple

Don’t go berserk with metaphors, hard-to-get allegories, archaic idioms whatsoever. When you need one, use one, but don’t try turning your article into Tolstoy’s “War and Piece,” for the love of God. It would only make your readers yawn.

Also, when writing technical articles, mind your audience. Your audience may, for instance, consist of entrepreneurs who haven’t dedicated their lives to learning complex terms or everything there’s to it about the tech side of solutions. So, when you’re about to explain something they teach at MIT, focus more on use cases instead, how a business could benefit from using the solution you discuss.

For example, we sure can't know all the nuances related to RPA development, just like our readers, but we can ask the team members, learn how RPA can be used and provide an on-point example based on their insights to explain the practical side. Together we stand, or something like that.

On the other hand, when you’re targeting CTOs or tech guys, use technical terms and jargon – this way, you’ll prove that you understand the topic well. So, again – talk to the team and pick up the shibboleths: "it works on my machine,” “bikeshedding,” “rubber duck debugging”, “magic number,” “code smell" – you get the idea.

Keep it well-formatted

When you decide to impress someone with ^{cool-looking fonts}, you’re doomed to fail. And it’s not only related to different font types – when your font ^size is different, it will be very _visible to readers and your editor will have a hard time editing your draft. And this is bad. It will tire them out and affect readability, as a result.

So, when you’re writing an article, please don’t experiment with fonts, and don’t add any unnecessary bells 🔔 and whistles 🦾 to your text to highlight crucial parts. Keep the font universal throughout the article, and put the key stuff in bold when needed.

And one more thing: separate your thoughts into paragraphs. It’s another thing related to readability: readers perceive small chunks of text much easier than lengthy text. Use up to four sentences and keep the number of paragraphs close to the previous section.

Keep it entertaining and meaningful

It’s your job, true, but who said you can’t have some fun? And it’s another crucial thing about creative writing. People can’t read your emotions clearly (you may use words to express feelings, but it’s a topic for another day). But they can for sure define whether you care about the topic or not. So when you feel like you can’t really get what you wrote and an image would be cool to simplify people's reading experience (and this does work, but that’s one more topic for another day), then it’s time for some editing.

Not necessarily this way, but you get what I'm saying. To make someone truly care about your piece of writing, you should care to deliver it in a precise, yet easy-to-get manner. Don’t write it as if you’re about to impress the guys from The Shark Tank – write it in a way you would explain this to your friends over a cup of coffee (or tea, but not beer).

From our personal experience, we had writers who were obvious smarties and knew everything there was to know about their topic but couldn’t express their thoughts in a simple, plain manner. And that always caused one common problem – all of their articles, without exception, were boring as hell and couldn’t convince anyone (except for us) to read them in one go.

This brings us to one valuable lesson: when you know your topic, you must be able to explain it in a way ANYONE can understand. So please, don’t tell a lot of jokes to keep your readers entertained, but focus on making your article interesting and something you would want to come back and read once again yourself.

In Kaiiax we trust. Good luck with your new outline

Now that this 101 is coming to an end, it’s our duty to wish you luck and hope you got everything from this guide. Also, it’s time to reveal one secret: the text you just read contains the optimal structure and information delivery necessary to keep your readers engaged, while also serving as an example of an outline. Use the formatting and the structure you saw here to write your own masterpiece and we’ll be looking forward to giving you our feedback.

Last but not least, here’s a small checklist for you to make sure your article is well-written:

The meta title and description are included, apart from the draft itself
The intro is catchy, contains a thesis, and introduces the company
The text is well-organized and is written in one universal font
The headings are formatted
The information is delivered in a clear and easy-to-get manner
The company’s expertise is included in the text
The images are included and they add value to the text
The examples and practical use cases are included
The conclusion provides a brief summary
The CTA is included in the conclusion

Okay, at this point, there should also be a CTA plug. And we’ve got one. When you want to learn more about copywriting, go read Kate’s book or subscribe to her YouTube channel.