How Can Blog Content Writers Give You That Competitive Edge?

September 6, 2021

Blogging is a waste of resources. Unless it’s done right, by professionals!

Professional blog content writers know their way around the internet. They understand search engines and the rules that govern search results.

They know how to craft blogs in a language that search engines understand. This makes it easy for your target audience to find your business in an endless list of competitors.

Experienced blog writers know how to write compelling content that will nurture your target audience to conversion.

A Professional Blog Content Writer Comes With SEO Experience

Keyword Research

Search engine optimization is a skill that every exceptionally effective blog writer has had to learn. It’s the magic potion that ensures your website is placed right where your target audience is searching.

This skill starts with knowing the words or phrases that your target audience is using to search for your product and services. 

There are numerous words and phrases that may be used to search for what you offer. This means that your competition is also using similar words.

The skill, therefore, is a delicate balance between the most commonly used industry search phrases and those that are unique to your business.

A skilled blog content writer determines which phrases or words your potential customers use that your competitors do not use often. These phrases can sometimes be in the form of questions.

Once these words and phrases are identified, the blog writer then uses them in the content to boost your website’s search ranking.

Market Research and Content Strategy

When choosing a blog writing agency, go with the one who has been in the SEO business for at least 5 years. This is because such professionals have witnessed first-hand the evolution of search engines, their numerous algorithms, and what key parameters they are likely to consider going forward.

For starters, professionals with SEO experience such as the Copysmiths team are seasoned content marketers. They understand that search engines want to give the best possible answers for queries placed. 

Search engines are constantly releasing new algorithms that look at various parameters that affect the ranking. 

Some of these parameters include blog length, knowledge of the subject matter, concise answers to queries, and valuable information. It also includes high-performing keyword phrases placed in just the right spots. 

The professionals you work with should be able to write content that hits these sweet spots for the search engines as well as target customers

Content That Is Optimized for Search Ranking

Armed with a list of keywords and phrases, the next step is to skillfully use them in the content.

Here’s the thing: the right keywords can be used incorrectly, resulting in de-ranking of a site. This is where the knowledge of search engine language comes in.

Search engines use artificial intelligence to scan a page and determine whether it matches the search query placed. If the content gives a valuable, concise answer to a search query, it’s ranked high on the SERPs.

A skilled writer knows which parts of a blog piece the search engine scans for possible answers. 

Search engines scan the following:

  • The headline
  • The introduction
  • Sub headers 
  • Lists 
  • Tags
  • Links 

These elements are used to determine whether the content is valuable to the search engine user.

While it’s important to use the relevant keywords and phrases in these critical places, it’s essential to do it sparingly and skillfully. This is because when used too many times, the keyword phrases can appear spammy. 

Keyword-stuffed blogs make search engines doubt the value that the rest of the content gives to the search engine user. As such, these blogs can hurt your website’s ranking even if the keywords used are excellent.

Content That Matches User Intent

While using the right keywords in the right places is excellent, answering the intended question is the game-changer.

There are countless bloggers who know how to use keywords strategically. However, the resultant blog piece doesn’t necessarily provide the information that matches search intent.

The keyword placement allows your target audience to land on your website. It’s now up to the content to provide the value readers are looking for.

A skilled blogger will ensure that the blog content answers the search intent of the user.

According to a Slate report, only 50% of the target audience read the entire blog. 10% of website visitors don’t scroll past the headline and introduction.

This is because search engine users have specific concerns they need addressed, and they determine whether they will get the answer they are looking for from what is written in the first few sentences.

When the blog gives the required answers early on in the blog, your target audience stays longer. They may even click on links for further reading. All these parameters are noted by search engines.

When search engines realize that the people visiting your website are getting value, they view your website as an authority in your niche.

The search engine interprets time spent on your website by each visitor as a sign of valuable, satisfactory content.

As such, it’s likely to show your site to people with similar queries. This results in higher ranking, better exposure of the website to more potential customers, and ultimately, conversion.

An Experienced Blog Writer Is a Content Marketing Strategist

A skillful blog content writer knows that a blog is an extremely invaluable marketing tool that requires strategy.

For starters, a professional can easily tell who your target audience is, which platforms they prefer, and which language best communicates to them.

They know when the target audience is likely to be on their preferred platforms and know just when to release the right content. This is so that the content is among the first pieces of information that the potential clients see.

Once they figure out all these, they know the resources that are needed to achieve the set key goals.

A professional blog writer understands that consistency is as important as the compelling content they write. As part of the content marketing strategy, a professional will craft a content diary.

The content diary is a content creation summary. It shows how and when to utilize information collected in research.

It shows:

  • The content goals to be achieved
  • The topics to be covered in content creation
  • The content types, quantities, and quality
  • The publishing schedules
  • The resources needed

It also shows the key performance indicators to monitor as well as gives guidelines for periodic reports.

This comprehensive plan ensures consistency, which in turn keeps your target audience coming back to your website. The sustained organic traffic elevates your website on search engines, which results in more visibility and consequently, more sales.

A Professional Writer Uses Blog Content for Business Branding

As an online branding tool, blog posts should have a tone, feel, look, and voice that communicates your business values. A content writing professional is able to capture these needs and craft content that bring brand voice cohesion.

Successful businesses such as HubSpot and Atlassian have used blog posts to build their brands and communicate business values.

For example, HubSpot has used its blog to establish itself as an authority in online marketing. It uses the blogs’ educative tone to teach various aspects of marketing and operations automation.

A professional blogger is able to understand your brand and business values and communicate the same skillfully to the target customers.

Katrina McKinnon


I'm Katrina McKinnon, founder of CopySmiths and Small Revolution. In my 20 years of experience, I have helped online businesses create high-performing content specifically on an eCommerce store's blog. Find me on LinkedIn and Twitter.