Congratulations to Sarah T., runner-up for Best Content in the February Editors’ Choice Awards. See her article and a brief analysis below.
Business Category: Veterinarians
Because the piece focuses on a specific topic, the writer was able to demonstrate her expertise in greater depth. Each section contains detailed information that an animal-owner could find useful if they’re trying to ensure their cow or horse has a successful birth. Because she provides information that is specific to each animal, readers can tell that the writer is knowledgeable about the subject beyond the basics. Overall, the piece addresses specific needs and concerns of the audience, which helps the readers see that the writer is an “expert” on the subject.
The article is written in a professional and even tone, which is great because someone looking for information on this subject could be slightly panicked or worried. Even if a reader isn’t looking for this information on the spot, they might just be preparing for a less than ideal birthing situation and would likely still want to find information that sounds level-headed. Because the writer keeps things professional, to the point and relaxed, the audience can easily understand the instructions and feel in control of the situation.
The three sections of this article are all easy to follow and the information continues to build throughout. Having specific and parallel section headings is a big factor in the piece’s organization. Readers can clearly see what each section will address, and the article follows a logical progression of ideas. The first section on calculating how long the animal has been in labor might then lead a reader to the question of, “What should I do until the vet comes?” The next two sections help answer that question by explaining that the animals should be kept calm and well hydrated. When ideas build on each other and reader’s needs/questions/concerns are addressed, the audience is going to feel more equipped to put what they’ve learned into action.
Because this article addresses such a specific audience, and it was also written for a specific time of year, its use value is inherently increased. The narrow focus allows the writer to go into depth on the subject to provide her readers with useful, specific, and actionable information. The writer did a great job considering the audience’s needs and then providing information that could help alleviate the stress of helping an animal deliver its babies safely.
The keyword and vertical assignment is quite broad, and the writer did a great job identifying a narrow audience and honing in on a focus those readers would find interesting under that broader keyword umbrella. By addressing a niche group of animal owners and focusing on a less common aspect of veterinarian services, the use value and engagement of the article increased because it filled a more unique need.