Creating compelling content in 5 easy steps

We’re often asked how we write about so many diverse topics. There’s no hard and fast answer to that one, except to say that we’re interested in all our clients, take time to understand their businesses and we write every day. Putting words on a page isn’t easy if it’s not what you do all the time though, particularly when you want to create quality content that adds value to your readers. Read on to find out our top 5 tips for creating content:

  1. Understand your audience
    Writing content without knowing who you are writing it for is counter-productive. Take the time to create audience profiles to help you to understand their language, aspirations and push points. By understanding where they are, what they read and what they like and dislike, you’ll gain a deeper insight into how what you are writing can address their needs.
    Understanding what attracts your ideal audience is a major step in the right direction.
  2. Figure out your story
    Telling a good story is one of the best ways to draw people into your content. Plan what you are going to say, structure it and keep it original. Make sure that you incorporate all your key points and address the touch points you know will motivate your audience.
    People relate to stories far better than they do to being ‘told’ information. Use your storytelling lens to set the scene.
  3. Do your research
    If you’re referencing other articles, make sure your sources are good. Make sure you credit others where appropriate. There’s a lot of talk in the industry about being authentic – and that’s because that’s what people are more likely to believe in. So, if you’re passionate about your subject, let that shine through. Passion is infectious!
  4. Get writing
    This can be harder than it sounds. Yet it’s always easier to edit copy than it is to start with a blank screen staring at you, so go back to your story plan and start getting words on the page. If it feels a bit bland, look at the tone and voice and make sure it’s stimulating and engaging.
    Take the time to thoroughly check everything you write and make sure you build in time to have some space from what you’ve produced.
  5. Edit at the end
    Write what you need to say, then edit it later. Writing and editing at the same time may cause you to lose ideas, go off on a tangent or forget where you were heading with a paragraph.
    Once you’ve edited, proof, proof and proof again. Make sure your writing is on-brand, elegant and easy to read.