Writing Engaging Content for News Articles

I'm a recovering "over-thinker" of every post.  I'd stare at the screen.  Delete sentences.  Rewrite them.  Then delete them again.  "I suck at this."   "People won’t like this."   "This sounds so dumb."  So I’d scrap the post.  Promise myself I’d try again tomorrow.   Then repeat the same cycle the next day. And of course delay the fix. It was painful. Eventually, I forced myself to hit publish.     Small engagement.   Little momentum.   Tiny traction.  So I overthought even more.    Maybe I needed better hooks.   Maybe I wasn’t being persuasive.   Maybe I just wasn’t cut out for this.  Then, I tried something different.  I stopped trying to sound smart.   Stopped overanalyzing every word.   And quit worrying about "perfection." Instead, I told simple stories.    Niche relatable stories.  With simple and relatable lessons. Ones that tied back to my experience.  These stories were not only engaging.   They were relevant.  And built real rapport with my niche.  That’s when things changed.  No fancy copywriting.  No marketing tricks.   No viral tactics.  Just clear, honest, simple, real, human...  Storytelling.  Do this with 3 steps: 1) Start with a real moment Something specific that actually happened 2) Show the struggle (not just victory) Add frustrations, difficulties, & uncertainties 3) End with the insight (don't miss this) Get this right by adding insights + actionable tips Tell your audience exactly what they need to hear. Do it, & you’ll never run out of content again.

How I optimize blog article content before publishing to ensure "perfection": Most people hit publish too soon. They write, skim once, and send it live. That's not how you get GREAT results. SEO content isn’t just well-written—it’s structured, formatted, & designed to rank. Steal my SOP and get better SEO results: 1. Keyword Optimization - Ensure primary keyword appears naturally in the title, intro, and subheadings. - Add secondary & LSI keywords where relevant. 2. Headline & Meta Data - Write a compelling SEO title (H1) w/ the primary keyword. - Optimize the meta title & description for CTR. 3. URL Structure - Keep it short, clean, and keyword-rich. - For example: website/seo-checklist 4. Header Formatting (H1, H2, H3) - Use a clear hierarchy (H1 for title, H2s for sections, H3s for subtopics). - Break content into scannable sections. 5. Internal Linking - Link at least 3-5 relevant articles on your site. - Use descriptive anchor text (not just "click here"). 6. External Links to Authority Sources - Add at least 2-3 links to high-authority sources. - Open in a new tab for better user experience. 7. Readability & Formatting - Short paragraphs (2-3 lines max). - Use bullet points & bolding to highlight key takeaways. - Add quotes, callouts, and dividers for flow. 8. Image Optimization - Use at least one image per major section. - Add descriptive alt text with keywords. - Compress images to reduce load time. 9. Mobile & UX Check - Preview the post on mobile devices. - Ensure fast load speed & easy navigation. 10. Featured Snippet Optimization - Structure answers in lists, tables, or short paragraphs. - Use FAQ sections for more visibility. 11. Call-to-Action (CTA) Placement - Guide the reader to next steps (subscribe, book a call, read another post). - Place CTAs naturally—not forced. 12. Grammar & Proofreading - Run through Grammarly & Hemingway. - Read the post out loud to catch awkward phrasing. 13. SEO Final Check - Scan with SurferSEO or Clearscope for keyword coverage. - Ensure it's not over-optimized (avoid keyword stuffing). --- What did I miss? ♻️ REPOST if you learned something new. P.S. TrioSEO has mastered this process. Not happy with your SEO? Reach out & let's chat.

Are You Talking At Your Audience or With Them? Ever feel like your content is getting ignored, even when you're sharing great insights? 🤔 Here’s the thing... there’s a big difference between posting and actually connecting. If your content sounds like a lecture, people scroll. But when it feels like a conversation, they engage. Signs You’re Talking At Your Audience ❌ Your posts feel like one-sided broadcasts. ❌ You use too much industry jargon that feels distant. ❌ You rarely get comments or DMs. How to Talk With Your Audience Instead ✅ Write how you talk – Keep it natural, not overly polished. ✅ Ask questions – Invite replies, opinions, and discussions. ✅ Share relatable stories – People connect with real experiences, not just facts. ✅ Respond & engage – Reply to comments like you're having a real conversation. People don’t just want information, they want connection. 🤝 So, next time you post, ask yourself: Would I say this in a real conversation?

Raising kids is like building an audience—logic might get them to listen, but it's the love and honesty that make them stay. You can teach them all the facts, but it's the moments you share from the heart that truly resonate and shape who they become. Here's how you can translate parenting to audience-building: 1/ Speak from the Heart Connect on an emotional level. Write with passion and empathy. Heartfelt content engages and inspires your audience. 2/ Share Personal Stories Personal experiences build relatability. Share your journey, struggles, and victories. Stories create a deeper connection with your audience. 3/ Be Genuine and Vulnerable Authenticity attracts genuine followers. Show your true self, including your imperfections. Vulnerability fosters trust and engagement. 4/ Prioritize Emotional Impact Craft messages that evoke emotions. Focus on how your content makes people feel. Emotional resonance leads to stronger audience connections. 5/ Engage with Your Audience Interact and respond to your followers. Show that you care about their thoughts and feelings. Engagement builds a loyal community. 6/ Focus on Values and Beliefs Share your core values and beliefs. Align your content with what you stand for. People are drawn to brands and creators with clear principles. 7/ Create Meaningful Content Offer content that adds real value to lives. Address needs, desires, and aspirations. Meaningful content keeps your audience coming back. 8/ Embrace Creativity and Passion Let your passion shine through your work. Creative and heartfelt content stands out. Passion is contagious and attracts like-minded people. In 2024, let your heart lead the way to attract and grow your audience.

One week ago, I wrote a post that “Went Viral.” Here’s why I think it happened (and how you can do it too): Last Sunday, I spent 20ish minutes writing a LinkedIn post (in comments) about how generative AI search will impact PR and crisis management. I hit “post,” hopped on a 45-minute Peloton ride, and didn’t think much of it. The post ended up with 1,100 likes, hundreds of comments and shares, and the most surprising result—600 new followers in 48 hours. LinkedIn says it’s now been seen by (😱) 300K+ people. It’s my most-followed post that wasn’t tied to breaking news or a crisis analysis. I’m left with the same question many of us ask: How do I replicate it? I don’t have all the answers (if I did, I’d be living and ⛷️ing at the Yellowstone Club 🤣 ), but here are 10 lessons I’ve noticed in my higher-performing posts: 1) Nail the hook. Your first sentence has one job: stop the scroll. This post worked because it warned PR pros about the risks of ignoring AI’s impact—something many hadn’t thought about yet. Hooks can be provocative, gut-wrenching, or even humorous, but they need to grab attention immediately. Pro tip: If you’re stuck, ask AI or a friend for feedback before posting. 2) Write for a specific audience. This sounds obvious, but it’s overlooked all the time. I write for people in PR, public affairs, crisis management, advocsct. I confirmed who I was writing for immediately, but also referenced a topic many others are talking about too. 3) Promise value early. By the 5th sentence, I’d made a clear promise: “Here’s what’s happening, why it matters, and how you can stay ahead.” If you want people to keep reading, tell them upfront why it’s worth their time. 4) Use lists or bullets. Numbered or bulleted lists make your post easier to read, easier to remember, and easier to share. 5) Be specific. Don’t just tell your audience what’s happening—tell them what to do about it. “Here’s why this crisis unfolded and how it could’ve been prevented” is way more useful than a generic rant or motivational platitude. 6) Start a conversation. The best posts invite dialogue, not monologues. End your post with a question: “What would you add? What did I miss?” 7) Cover relevant, unexpected topics. The post worked because it addressed something timely (AI) but applied it to an audience (PR pros) in a way that wasn’t obvious. Look for the intersections your audience hasn’t thought much about yet. 8) Post often. Some posts will hit, others will flop—keep going. The follow-up to my post did okay, but others this week barely made a ripple. 9) Don’t try to go viral. This sounds counterintuitive, but the harder you try to make a post over the top, the less likely it is to resonate. Write for your expertise and audience not for the masses. 10) Timing matters. 7:30 and 9 a.m. CT work best for me. Depends on geography, but I’ve never had a high-performing post past 3 p.m. Anything you’d add to this list?

𝗦𝘁𝗼𝗽 𝗧𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗟𝗶𝗸𝗲 𝗮𝗻 𝗔𝗹𝗴𝗼𝗿𝗶𝘁𝗵𝗺 I’ve been in marketing long enough to see more “SEO revolutions” than I can count. (Can you say keyword stuffing and the Google 10 Pack?) But here’s a truth that’s hard to ignore: this time, the ground is actually shifting. This is not time for a new hack using AI.  If your content approach still starts with a spreadsheet of target keywords and ends with a blog post titled “Top 10 Tips for [Insert Topic],” you’re probably wasting everyone's time no matter how much of it you can produce. Today’s search engines are answer engines. They are powered by AI overviews, answer boxes, and context-driven results, and don’t reward those who shout the loudest or who check boxes on a content calendar. They reward those who bring clarity, authority, and genuine answers. 𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁 𝗜’𝗺 𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝗲𝘃𝗲𝗿𝘆 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗼𝘄𝗻𝗲𝗿, 𝗰𝗼𝗻𝘀𝘂𝗹𝘁𝗮𝗻𝘁, 𝗮𝗻𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗿𝗲𝗮𝘁𝗼𝗿 𝘄𝗵𝗼 𝘄𝗮𝗻𝘁𝘀 𝘁𝗼 𝘀𝘁𝗮𝘆 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁: • 𝗦𝘁𝗼𝗽 𝗧𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗟𝗶𝗸𝗲 𝗮𝗻 𝗔𝗹𝗴𝗼𝗿𝗶𝘁𝗵𝗺, 𝗦𝘁𝗮𝗿𝘁 𝗧𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗟𝗶𝗸𝗲 𝗮 𝗧𝗲𝗮𝗰𝗵𝗲𝗿. The best content isn’t just optimized, it’s organized, layered, and anticipates what your audience will wonder next. • 𝗠𝗮𝗽 𝗢𝘂𝘁 𝘁𝗵𝗲 𝗝𝗼𝘂𝗿𝗻𝗲𝘆, 𝗡𝗼𝘁 𝗝𝘂𝘀𝘁 𝘁𝗵𝗲 𝗞𝗲𝘆𝘄𝗼𝗿𝗱𝘀. What does your ideal customer need to know before, during, and after their decision? Build content pillars that follow the actual path, not just what’s trending on SEMrush. • 𝗦𝗵𝗼𝘄 𝗬𝗼𝘂𝗿 𝗪𝗼𝗿𝗸. Demonstrate how you solve problems, not just that you 𝘤𝘢𝘯. Use case studies, walkthroughs, and detailed FAQs. Let your expertise breathe. • 𝗣𝗿𝗼𝘃𝗲 𝗬𝗼𝘂’𝗿𝗲 𝗧𝗿𝘂𝘀𝘁𝘄𝗼𝗿𝘁𝗵𝘆. EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) isn’t a Google fad—it’s the new standard for being taken seriously online. Let your content, testimonials, and even your mistakes show up authentically. • 𝗜𝘁𝗲𝗿𝗮𝘁𝗲 𝗥𝗲𝗹𝗲𝗻𝘁𝗹𝗲𝘀𝘀𝗹𝘆. Content isn’t a campaign; it's the voice of your strategy, it’s a living, breathing proof of your value. Update, expand, and clarify. If your last blog post is from 2022, you’re telling the world you’ve stopped paying attention. 𝗗𝘂𝗰𝘁 𝗧𝗮𝗽𝗲 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: Search is no longer about ranking #1 for a keyword. It’s about earning the right to be the answer. The brands that win are the ones who show up consistently, transparently, and with something useful to say. Ask yourself: If a stranger landed on my site today, would they trust me with their question or bounce to someone who actually 𝘵𝘦𝘢𝘤𝘩𝘦𝘴? Time to get to work. Not just for search engines, but for the humans who are searching for what you know. #ContentStrategy #SEO #MarketingClarity #DuctTapeMarketing #Trust

This strategy took my blogs from page 5 to page 1 (Writing content but not ranking? Read this) When I first started writing SEO content, I had no clue. ↳ I stuffed keywords like my life depended on it ↳ I chased trends instead of solving problems ↳ I focused on word count, not quality None of it worked. My posts got buried. Here’s the ranking framework that changed everything: 1. Intent First 2. E-E-A-T Always 3. Optimise, Then Publish Let me explain 👇 1. Understand Search Intent ↳ Google wants to give users exactly what they're looking for ↳ Know the 4 types: Informational, Navigational, Commercial, Transactional ↳ Match your content format and tone to the searcher's goal ↳ Stop guessing analyze the top 5 results for every keyword 2. Show E-E-A-T (Experience, Expertise, Authority, Trust) ↳ Add personal examples or real stories = Experience ↳ Mention credentials or cite expert opinions = Expertise ↳ Build topical authority with interlinked, deep content = Authority ↳ Keep your site fast, mobile-friendly, secure = Trust 3. SEO Polish Before You Publish ↳ Use one main keyword naturally no stuffing ↳ Add semantic keywords (LSI) for context ↳ Write catchy, clear meta titles & descriptions ↳ Use headers, bullet points, and images to improve readability Bonus Tip? ↳ Google ranks helpful content, not robotic text ↳ Write like you’re helping a real human (because you are!) ↳ Focus on value, not just volume SEO content isn't just about writing. It’s about aligning with Google's mission: "Organize the world’s information and make it universally accessible and useful.” —-------------- P.S. Was this helpful

Yesterday your posts were hits. Today they're misses. Why isn't your content resonating? It's not your message, but the delivery. There's too much noise. Not enough substance. The word you put out into the world are the connective tissue between you and your audience. Stop putting out emoji-heavy, AI-generated garbage and lean into these 4 keys to successful content: 1. Learn to tell a story: "The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come." - Steve Jobs Give your message a perspective. Paint a picture. Here are two hooks I used this past week that 4X & 5X'd my typical impressions: "The 8-figure cold email format that changed my life..." "Last week I flew 1,693 miles for the worst sales presentation of my life." Both were curiosity drivers because there was a 1st person narrative. There's a story about to be told. 2. Keep it simple: "Simplicity Is the key to brilliance" - Bruce Lee Clarity trumps clever every single time. Don't get caught using $10 words when a $2 word will do. A confused mind always says no. 3. Enthusiastic engagement: Engagement is a two-way street. Ask questions, invite opinions, and encourage interaction. Your goal is to spark a conversation, not just broadcast a message. Then go out and do the same on content that interests you. It'll come back 10X. 4. Authenticity Above All: Share your experiences, your failures, and your successes. Be real. Your audience will reward you for it. Remember, attention is the new currency. Everybody is vying for it. To cut through the clutter, it's not enough to have something valuable to say; you need to say it in a way that resonates. Your voice is unique. Use it not just to speak, but to be heard.

A client once said, “We’ve been showing up consistently, but no one’s really biting.” They weren’t doing anything wrong. They just weren’t building demand. When your presence doesn’t warm people up before the pitch, you’re stuck chasing. Fewer replies. Slower sales. Missed opportunities. We made a few smart shifts. Repositioned their headline to speak to a specific pain point, turned their About section into a story that connects, and added a testimonial that showed clear transformation. In just weeks, conversations picked up, leads flowed in, and they closed their biggest client to date. This is what I now call the Demand Magnet Method. Because demand isn’t created in the pitch, it’s sparked long before you make the ask. Here’s how you can do it: Drop Value-First Posts That Speak to Problems • Educate your audience on problems they’re facing before they even realize you offer the solution. • This creates demand organically—no pitching required. What Changes: When you teach, you become the go-to expert in their minds. Engage Daily with Your Ideal Client’s Content • Thoughtful comments open more doors than cold pitches ever will. • It starts a natural conversation, not a sales transaction. What Changes: Familiarity builds trust, which makes future outreach easier and more welcome. Highlight Client Wins Strategically • Share behind-the-scenes outcomes from your work without sounding boastful. • Focus on the journey and transformation, not just the result. What Changes: People want to see proof that you can do for them what you’ve done for others. Repurpose Testimonials as Posts • Pull out one strong sentence and turn it into a post headline. • Add a short backstory and a visual, if possible. What Changes: You let your clients do the selling for you, and it hits harder. Create Curiosity With Open Loops • End posts with cliffhangers or “next week I’ll reveal…” • This keeps people coming back and watching for your content. What Changes: Attention is currency. Keeping it means you stay top of mind. Your B2B profile shouldn’t just inform, it should attract. When you focus on building interest before the pitch, you create trust and spark conversations that turn into clients. That’s what the Demand Magnet Method is designed to do. ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

Below is a screenshot of my intro from two years ago — and how it is now. Nothing changed. I still use the same simple approach: draw readers in with something they already face or know to be true. I've stuck to this because it works—even better now than before. Why? Because the problem has never been content volume like we've been led to believe. It's content authenticity. While everyone's drowning in AI-generated fluff, real problems still need real solutions. I learned this at Trengo two years ago: 💡Write like a support agent, not an SEO junky. (cheers to Pim de Vos) Not because support agents are better writers, but because they answer real questions in real time. Questions that actually keep customers up at night. Think about it: A support agent would never write "In today's fast-paced digital landscape..." They'd write exactly what you need to hear: ➡️ ”Here's how to fix that sync issue you're having.” ➡️ ”Try disconnecting your calendar first.” This approach made perfect sense for a customer engagement platform. After all, if you can't engage customers in your content, how can you claim to help others do it? Take that inbox clutter article for Trengo: ❌ Instead of "optimizing workplace communication efficiency" ✅ I wrote about why that "121 unread emails" notification is driving you crazy. ❌ Instead of "leveraging enterprise solutions" ✅ I talked about why you're still clearing your inbox at 9 PM on a Friday. When you write how people think and speak, they actually listen. And that’s where so many brands are getting it wrong. The gap between how we write and how we actually help people isn’t just staggering. It’s costing us: 🚫 Trust 🚫 Customers 🚫 Growth In a world flooded with generic content, authenticity is a competitive advantage.