Updated February 2021

Once you have done your research and are ready to write an article, where should you start? What will keep the reader engaged? Keep reading to find out every element you should include in your article to ensure it’s a great one.

Data and Statistics

Instead of throwing out ideas and opinions, provide real data, statistics and facts behind the point you are trying to make. For example, 73% of people admit to skimming blog posts while only 27% of people actually read articles thoroughly, which leads to element 2.


Every great article has some sort of visual component, something that captures information in a visual format so those 72% of people who are skimming, can gather key information quickly. 

73% of people admit to skimming articles, leaving only 27% of people who actually read articles thoroughly.

Internal Links

When creating an article, you want to show the reader all around your website and that can be accomplished through internal links. You can link to guides, social platforms or other helpful information that would keep the reader’s attention. 

External Links

You also want to include external links in your article. Pulling from external sources draws in other ideas and proves to the reader that other people are talking about this too. 

Clear Next Steps

And finally, every great article has a clear next step of what to do / where to go next. For example: 

  1. Use this guide to grow your firm: Marketing for Accountants
  2. Find your ideal client by downloading our free ideal client persona template
  3. Download the cheat sheet: Marketing for Accountants
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1. Data and Statistics. 2. Visuals. 3.Internal Links. 4. External Links. 5. Clear Next Steps.
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