Content marketing: how to write content that sells (for people and for Google)

Content that sells isn't content about you. It's content that answers the question the customer is already asking — on Google, on Instagram, to the salesperson — and, by answering, shows you're the one who understands the subject.

1. Start with the question, not the topic

"Branding" is a topic. "How much does it cost to create a brand?" is a question. List the real ones: those that arrive on WhatsApp, those Google suggests, those the salesperson hears every week.

2. One question, one piece

Each article, page or carousel answers one question to the end. Mixing three questions in one text leaves Google unsure what to rank it for and the reader unsure what they got.

3. A structure readers scan

• Headline with the question or the answer.
• First paragraph with the direct answer (people in a hurry stop here).
• Subheadings (H2) that tell the story on their own.
• Lists for steps, tables for comparison.
• One real example per section.

4. Write like you speak, cut like an editor

Short sentences. Present tense. No "innovative, tailored solutions". After writing, cut 20% — there's almost always fat.

5. End with the next step

Every piece points somewhere: another article, a service page, WhatsApp. Without it, the reader learns and leaves.

6. For Google

The keyword in the title, first paragraph and one H2 — naturally. Internal links to related pages. A meta description that promises the answer. And above all: the answer must be better than the top ten results. Google notices.