How To Write Explosive Content: The Do's and Don'ts of Marketing

Melissa Fach

Jun 18, 20207 min read
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Need advice from experts on making excellent content? Keep reading!

Last Wednesday's #Semrushchat discussed “How to write explosive content?” with Stewart Rogers — @TheRealSJR. Stewart and our community contributed outstanding tactical strategies and insights that only come from a lot of experience. 

Below you will see each of the questions asked during the chat and the answers that got the best response from the community and also those we felt offered experienced insights our readers could use. If you want to improve your content marketing, learn from the strategies mentioned, learn techniques to avoid, and learn about tools that will make your life easier.

What would make you say: “Wow, this text is explosive!"?

“Explosive text communicates 1,000 words in just 10.” — Christian Lowery

“When I think of explosive content, I think about an article that makes me challenge my worldview. It can be about international politics. It can be about otters. As long as it presents a POV that's distinctive and exciting.” — David Simanoff

“It's immediately relatable. If I feel the connection with the writer (or main character in the content), and can connect that to something I'm experiencing (especially in that moment).” — Fistbump Media

“Content that brings something new to the table. Tell a story and walk me through a new point of view. Back it up with data. That’s the kind of content that’s going to provide real value. That’s the kind of content that get me to recommend you to others.” — Mark Gustafson

“We completely agree! There is nothing worse than being genuinely interested in a topic only to struggle to understand what the blog is trying to say and moving on!” — Webeo Global

“The content clearly and effectively delivers what is promised in the headline. Stimulating visuals that reinforce, support, and communicate the main purpose of the content. The perfect balance of empathy, information, and instruction that will deliver results.” — Pair Networks

“Explosive content has something that I haven't read before, which is hard to do with so much content available. If it is on a topic I've already read, I would consider it explosive if it explains something in a unique way that makes it stick with me.” — Netvantage Marketing

“For me it's all about the data and how. Show me how you accomplished something so I can attempt to repeat the strategy/tactic.” — JD Prater

Improve Your Content With These Resources: 

What are some writing no-no’s that would make you stop reading a piece of content?

“Excessive internal links. Some pieces have a link every sentence and it makes the entire piece seem faked. Even if there are some genuine links in there, adding too many is a quick turn off.” — Adam Reaney

“Using cliche's, Nowadays, Today, and In my opinion. We know it's your opinion, you are the writer.” — Lisa Weinberger

“Taking too long to answer a question or get to the point. For example, if the article is How To X, all I want to know is how to x, I don't care much for a-w. Get to the point!” — Daniella Alscher

“I stop as soon as it falls down a hole further and further away from the main point. Your audience should be able to understand where the article is going from the title and first few paragraphs!” — Anastasia Masters

“Telling me what I already know. Being boring. Too much padding. Note getting to the point. Bad English. The writer not knowing their craft. Bad structure. Getting their facts wrong...” — David Rosam

“Too often in content marketing today I see people just giving the icing. No substance. Rehashing the same story every one else is telling. Tell me up front how your piece is different and why I should spend the time to read it.” — Dean Brady

“Grammatical errors/typos. I'm SUPER judgmental with that type of thing. If you don't take the time to proof/edit, or if you don't know that you've even made an error, what else have you cut corners on? Data? Accuracy?” — ThinkSEM

“Super generic, beige-paint, unsupported (by data or anything meaningful) content. If I ever feel the content was created just for the sake of being created, I've lost interest." — Ryan Joos

“I lose interest in pieces that are just too long. I get that 1,000+ words is great for SEO purposes, but if it's not communicating anything more than I could read in a sentence — it's a waste of my time.” — Christian Lowery

What are your top writing tips, and how have you applied them in the past?

“No matter how good of a writer you are, always have someone look over your work before you submit it or publish it! Sometimes I'll read my work out loud to see if it all flows correctly!” — D2 Creative

“A few of my best tips... Keep it scannable. Write for people, not machines/bots. Stay on point. Write what's needed, not to a specific word-count. Write for value, not sales.” — Fistbump Media

“I'm a huge proponent of easily scannable content — many want to be able to skim the page quickly to determine length/topics/sub-topics. Using headers/sub-heads, small paragraphs, bulleted lists, bolded content, etc. help make that easy to do.” — ThinkSEM

“Write about something you enjoy! If you enjoy it and find it interesting, you are likely to transfer this passion into your writing and keep readers coming back!” — Webeo Global

“Do your research first. It saves time, and it increases authority.” — Stewart Rogers

“When writing, outline the piece before diving in. Ask a question up front and answer it throughout. Save writing the introduction for last. Use headlines to break up the text. Use quoted sources keep it concise.” — Christian Lowery

Content Marketing Tips: 

What are some helpful resources you recommend for improving your writing skills and learning about creating great content?

“When you've drafted your content, paste the words into the Hemingway Editor. Aim for a readability of Grade 7 — people don't want to read sophisticated language.” — Itamar Blauer

“I love Hemmingway for readability and grammar, cleaning up the technical side of your writing. The @semrush writing assistant for keyword focus. And books like @donaldmiller's Building a Story Brand.” — Fistbump Media

“Regardless of how long I've been doing this, I wake with a beginner's mind. I love @GrammarGirl, The Purdue Writing, @WritersDigest for additional teaching and knowledge.” — Stewart Rogers

“Your fellow content marketers!!! You've gone through the trouble of building a network online, use them. I like to tweet out questions and ask for quotes before writing a piece sometimes. HARO is another great way to resource quotes from industry experts.” — Lauren @ G2

“Just started listening to @convince's Content Experience Show podcast and I'm obsessed.” — Sierra McConnell

“Find the best writers and content marketing experts you can on social, see who they follow and tweet about. Go gain knowledge from the people they respect.” — Melissa Fach

“Follow your industry peers. Read their work. Absorb it. Become what you seek to be. Develop a plan and strategy for improving your skill sets as a writer and SME. Never stop learning. Keep your drive alive!” — Julia Rose

Content Writing Resources: 

Which tools do you use to increase the quality of your writing?

“I love @Grammarly. In fact, I'd love to take it out for dinner and a movie. The Semrush Content Marketing tools are awesome too (no, I'm not being paid to say that).” — Stewart Rogers

“Yes! Let the paint dry, walk the dog, mow the lawn, sleep on it, then look at it again.” — Don Dingee

“Coffee.” — David Simanoff

“Genuine human feedback. If I am creating content for a particular audience, I think feedback from that audience can be very beneficial.” — Ryan Joos

“Shoutout to Semrush's Topic Research Tool and SEO Writing Assistant Tool! Our team loves to use both to write SEO-friendly blog posts.” — Netvantage Marketing

“My favorite tools for when I'm writing content are: Hemmingway App (readability and grammar), @semrush SEO Writing Assistant, and @CoSchedule Headline Analyzer (nobody will read the post if your most important piece of content isn't on point).” — Fistbump Media

“@Grammarly. Read it aloud. Another pair eyes (someone else’s ;-) ). Returning to the copy after 24 hours or more. Printing it out, walking away from the screen and attacking the copy with a pen!” — David Rosam

“@Yoast has been massive for me. SEO is a big beast but the tool makes efficient blog writing simple and it really boost the quality of the content.” — Dan Willis

Content Writing Tools: 

Thank You to All of Those That Participated

Each week, I will be watching the Semrushchats looking for tweets I believe will offer expert-level insights to our blog readers. Join us every Wednesday at 11 am ET/4 pm BST for #Semrushchat on Twitter and gain insights from some of the best marketers in the industry. 

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Melissa FachUS Personality of the Year 2017 Winner and die-hard Star Wars fan. Herder of cats. Non-cook. Find me on Twitter @SEOaware.