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by Aazar Shad
Growth Marketing Consultant
Task List
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Is the Headline Urgent, Unique, Useful, and Ultra-specific?
Does the headline make user curious to click and dive deeper?
Have you defined the concepts clear?
Does it have a data or metric to back it up?
Is it inspiring? Does it have examples, ideas, and thoughts they never thought?
Is it instructional? Like so practical that someone can map out to go step-by-step to understand and take an action?
Is it immediately actionable?
Is it useful (utility)? Can they use it in their job?
Is it fresh? Does it at least tell something new or insightful?
Is it fresh? Does it at least tell something new or insightful?
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Should contain your primary keyword
There MUST only be one H1 in the entire page/article – like the top of a pyramid!
See this image for a quick structure overview
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Title should contain your primary keyword
Meta Description is more of a user experience, and click-through rate indicator – are you enticing your potential reader to learn more?
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Don’t bury the lede––get to the point quickly.
Open with a question, raise the stakes, lead with a personal narrative
Work your primary keyword naturally into the first paragraph
Use active language. (Never passive.)
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Include jump links to each section
Items in the table of contents should be based on related keywords or integral to the article structure
Add a quick call to action here if relevant (in case we have some impatient readers that want to get to the goods! Sign up for our demo)
For list posts (like “appcues competitors”) make sure Userpilot is first
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Directly from each item on your table of contents
Should contain the main keyword or a close variation of it but getting into more the details
Ex. H1 is “Marketing Reporting”, H2s might be “Marketing Reporting For Digital Channels”
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Write in short sentences
Add main keyword in when relevant but less necessary compared to the headings
Frequent line breaks-make the post more readable
Add bullets or numbered lists any time there’s a listing of any sort
Add quotes from subject matter experts and cite them––this makes your content more authoritative
At least 2 relevant inner links to most important menu pages ex. https://userpilot.com/solutions/user-onboarding-software
Add relevant inner links to other blogs where helpful to user
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H3s should go a level deeper into your H2s, i.e. your H2 might be “Google Analytics Reporting,” and your H3s might be “Google Analytics Traffic Source Report”
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“dofollow” means we’re allowing Google to pass on some link juice to the site that we’re linking
As a rule of thumb, if we are citing high DR sites like Harvard Business Review – it should be fine for a “dofollow” since they’re already an authoritative site
The exception is if it’s for a competing page (in terms of keyword)
Try not to link competitor website in general, even if they’re “nofollow”
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Images, infographics, video help with proving a point or illustrating a concept – also spices things up
Google can’t actually “see” what’s on the photos though: so you need to include alt text (describe what the image is showing)
The exception is if it’s for a competing page (in terms of keyword)
and name your images appropriately. For example, an image like this emoji → 🤠 may be named “cowboy-emoji.jpg”
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Include an FAQ section at the end of the post if you think it may be helpful for quick fire questions and answers
Or a summary bullet point list
Always include a call to action – they’ve made it all the way to the end, what should they do now? Book a demo?
✅ Final Checks
- Try to take a step back and ask yourself “if I were the target audience and I was looking for an answer to my original question – would I find it here easily?”
- Check for organization, is it easily scannable, is it intuitive to navigate? Ex. If someone was searching for a step by step how-to, do you have a numbered list that is easy to follow?
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Content Writing Checklist
Template by Aazar Shad - Early Stage Growth Specialist
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