I’ve been an article writer for 20(ish) years and have written for 180+ companies, so I’ve experimented a lot with different techniques and learned what does/doesn’t work. Article writing is also an area I’ve chosen to specialise in and have therefore invested significant time and effort into honing those skills. Not to mention my specialism within IT and tech, which has afforded me knowledge of the messages that resonate best with C-suite, executive, and non-tech audiences. And I’m experienced in all the periphery areas that touch article writing, such as SEO, tone of voice, copywriting technique, behavioural science, storytelling.

Alice writes engaging thought leadership content, based on our brief but also substantial research that attracts people to our brand.” – CMO

Very happy that Alice has managed to put our waffle into some sense and articulate a strong message.” – Head of Sales

Alice has an amazing talent for creating engaging and relevant content. She is a true professional and her expertise and delivery always exceed our expectations.” – Account Manager

In short, I know what it takes to be a good article writer and I’m here to help you.

What is an article writer?

An article writer is a professional copywriter who is experienced in taking your ideas (or ramblings!) and turning it into clear, compelling copy that converts your audience. They are skilled at writing articles for different stages of the sales funnel, understand the importance of SEO, know how to repurpose your existing content, and adhere to editorial and tone of voice guidelines.

What is the difference between an article writer online vs. offline?

In terms of structure and copywriting techniques, online and offline articles are the same. However, the three biggest differences I come across are:

🧁SEO: keywords are more important when writing online because you want to rank for them.

🧁Hyperlinks: for printed editorial you’ll need to cite references rather than link directly to them.

🧁Reading pattern: we read online content differently, so you need to write to account for this.

What does article writing do?

Article writing is a valuable asset in your content planning, because it can be used at all stages of the sales funnel and used to support your wider marketing initiatives.

One of the marketing models I use often is the AIDA framework – awareness, interest, desire, action – because it helps you determine the purpose of your content in that moment. Therefore, when writing your article, think about how it can help you with:

🧁Awareness: of the current market trends or technology used.

🧁Interest: how the technology helps customers address pain or take advantage of opportunities.

🧁Desire: show ‘the promised land’ – the ‘To-Be’ picture with the expected ROI.

🧁Action: address any last-minute questions and make it easy to say yes and get started.

What is the role of the article writing?

‘Article writing’ is an ambiguous term, so it means different things to different people. Therefore, the best way to determine the value that article writing delivers to your business depends more on where it sits within your content marketing plan.

For example, a tactical SEO article will help improve your online rank, whereas a market trends article will showcase your expertise, and a thought leadership article helps articulate your value proposition.

Start by thinking about why you want to write an article:

🧁What is the key message you wish to communicate?

🧁What do you want your audience to do as a result of reading it?

For example, at the top of the sales funnel, you might look to raise awareness of new legislation (and how your product/service can help!). In the middle of the funnel, you want to push your competitive differentiators and position why you’re the best choice. And at the bottom of the funnel, it’s all about confidence, and helping your prospect to overcome any pre/post-purchase fears.

It’s the WHY that helps determine the best format for your article, and therefore the value it delivers.

What does an article writer think about before getting started?

As an article writer, I split my time 50:50 between planning the article and writing and reviewing it. Without a proper plan in place, it’s very easy to get lost when you’re writing or go off on a tangent, which can confuse your audience and leave them questioning, “So what?”.

A good article has a strong theme, compelling message, and a clear call-to-action (CTA).

During the planning stage, an article writer will map this out to create a skeleton – the bare bones of what your article will cover. From here, it’s about building out the copy and augmenting it with additional research to support your ideas and opinions. Before refining it to ensure the audience stays engaged from start to finish, and is left feeling like they have no other option than to perform your CTA.

Looking to hire an article writer UK?

My services page lists out several different types of article, along with pricing and details of my working process, to give you an idea of what you can expect when you choose me as your article writer.

Alternatively, you can see examples of my work in my portfolio (please note, this is password protected).  

Or you can just drop me a message about what you want your articles to do for your business. Email: hello@alicehollis.co.uk