How to write a substantive article from every branch of industry?

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Nowadays, good articles bring benefits. Content that provide useful information to users is promoted. Therefore, today we will deal with the issue of how to create substantive articles that meet your marketing goals.

Substantive articles – benefits

Content is king – that is what Bill Gates said… 20 years ago! You may be shocked, but nothing has changed since then, mostly because valuable information is still needed on the Internet. In return, you can get a number of business benefits. Let’s discuss the most important of them:

Visiblity in Google

Substantive articles improve positioning – after all, we create content intended for people. Google knows it perfectly well, which is the reason why it displays only interesting texts to its users.

Of course, Google does it only when the content is useful and the website can be trusted. When articles are displayed in the search engine, they increase website traffic for free.

Brand image

Professional articles build an expert image. Sharing thematic knowledge is a showcases which shows that your offer is of the highest quality.

Increased sales

The ultimate benefit of substantive texts is sales.

Website traffic makes it easier for you to attract potential customers. Image building increases the interest in your offer. For this reason, specialized articles, as the basis of inbound marketing, are an effective tool that increase sales.

How to write good articles?

The two most important features of substantive articles are usability and attractiveness.

The first feature can be measured by the number of visits, while the second – by the time spent on the website.

The text must convey value to the readers. As a result, it is passed on and linked. Without usability, we cannot talk about an effective article, because it will not stay high on Google for long.

On the other hand, an attractive form is important as it provide a clear information to search engines whether the text is found understandable and interesting.


If the time spent on the website is only a few seconds, the content is likely to be too complicated, causing your audience to quickly give up reading.

Such situation can be influenced by linguistic mistakes, excess of professional nomenclature, as well as by an “uncomfortable” structure.

In addition to the basics, let’s discuss what else should you pay attention to when creating expert articles.

Build the structure

The substantive article is full of information. For this reason, the data should be organized and create SEO structure. The basic rules are:

  • Extract your introduction
  • Separate paragraphs
  • Add headings
  • Highlight the most important parts of the text and conclusions
  • Create a summary so that reader can “acquire” knowledge even more

Building a clear structure that include keywords is one of the most important steps in terms of SEO.

Add the sources

Quite important element that influence the accuracy of the text is the bibliography, which should be placed in the footer. Thanks to it, the recipients know on what basis you create your content and why you formulate such, not other conclusions.

This is a rule that applies especially to companies from branch of industry related to human safety and health.

Write clearly and concisely

The structure of the article can make is clear, but so does the text. The larger your target audience, the more common vocabulary you should use.

What is more, it is worth using bulleted lists and other forms when writing. These will breach blocks of text, thus increasing its readability and attractiveness.

Present high quality information

The most important rule relates to information – it is data that ultimately determines the effectiveness of an article. Particular attention should be paid to this issue, as one incorrect text may cross out dozens of interesting conclusions.

What does „high quality information” mean exactly? It refers to data that is contained in bibliography. The best source is research (especially meta-analyses). Avoid referring to other blogs or questionable newspaper articles, especially if the author is biased when presenting conclusions.

A solid text must be based on solid and reliable resources – there is no exception to this rule.


  • Substantive articles are characterized by a clear structure, comprehensible content, as well as reliable information that is supported with scientific research.
  • Specialized texts bring many marketing benefits, such as positioning and sales.
  • Therefore, it is worth focusing on professional implementation by selecting an appropriate copywriter.

Bartosz Ciesielski

Experienced copywriter who explores the secrets of marketing and positioning. In his articles, he refers to the contemporary achievements of psychology and the philosophy of language, creating cross-sectional content. As a member of the Content Writer team, he takes care of technological and organizational solutions that increase the quality of work. Privately, he reads a lot of books, learns new languages ​​and composes piano pieces.

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