Great job by Kari B. for earning May’s Best Content Runner-Up award! Read her article and an analysis of it below.
Vertical: Home and Garden
The writer first demonstrates their expertise by making sure readers know that European wasps aren’t native to Australia (the target country). It’s a simple thing, but it helps the readers to know that the writer really is sharing information with their needs or concerns in mind. The writer also creates credibility by addressing very specific characteristics of the wasps, like that they’re drawn to sweet things and that blue ceilings keep them away. When needed, examples are also properly backed up by citations, giving the audience a source as well as a great place to start if they want to do more background research or gain more context to the article’s content. The section on rubbing shed walls with soapy water also shows some general insect expertise as the writer shares information about keeping insects at bay while not killing them. It’s important that article not just explain the “how” of something but also the “why” of something.
Overall, she does a nice job keeping each section focused, and the clear, parallel headings give readers a chance to see what the article is all about. “Home and Garden” articles often take a friendly and informational tone, and this article is no exception. The writer clearly recognizes who her audience is and she does a good job sharing important and easy-to-follow information from start to finish.
The specific and parallel headings make the article easier to read and scan. From the introduction to the concluding section, the writer makes sure there is a clear and logical progression of ideas broken up into four distinct sections. Organization is especially important when intersecting industries are being addressed as each section needs to support the overall controlling idea while maintaining a focus on the primary industry (in this case sheds as they pertain to the “Home and Garden” vertical).
Pest control can be a dreaded necessity, and the article does a great job informing readers about how they can keep European wasps away and prevent a problem before it starts. Each section is easy to understand and the audience is clearly addressed from start to finish. When articles preemptively address questions or concerns the audience might have, the information becomes inherently more useful. The writer does a nice job of this by explaining why wasps might be attracted to a shed and then making sure it’s clear how to prevent that attraction.
The use of intersecting industries is a great way to take a new or unique angle on fairly simple keywords. In this case, the writer was able to take the keyword “shed” and focus on it through the lens of keeping European wasps away. Combining a home and garden keyword with a pest control topic was a great way of addressing a specific audience. When addressing intersecting industries, it’s important to remember that the primary industry, meaning the one represented by the keyword and vertical pairing, needs to be the main focus of the controlling idea and article. While each section explains a pest control-related tip, each of those tips are clearly applied to the keyword (i.e. keeping European wasps out of your shed). Overall, the article does a great job connecting every supporting point to the keyword and vertical pairing.