Got writer’s block? Writing great content isn’t always easy, especially when you’re not sure where to start. Luckily, We’re on-hand to help with our top 6 tips for tackling content writing!
This is a brief overview of what you need to write engaging content. If you’d like a more in-depth guide that goes into more detail on aspects including algorithms, SEO and updating old content, see our guide to writing effective articles.
Our top tips include:
- Write to inform
- Know your structure
- Keep your objectives in mind
- Create a targeted content plan
- Keep your voice authentic
- Use grammar-checking tools
But first, let’s take a look at some of the key benefits that content writing can bring.
Why write content in the first place?
Whether you want to create content as part of a robust SEO strategy to become more visible on Google or simply want fresh, engaging articles to share with your network over social media, it’s something that’s well worth your time, with 96% of the most successful content marketers agreeing that their content is viewed as a trusted resource by their audience.
Even if writing isn’t your strongest skill, if you’re passionate and knowledgeable about a subject, it will translate onto the page, but there are a few best practises that you can follow to ensure every article you write hits the mark,
1. Write to inform, not to ‘sell’
Your audience is more likely to trust what you have to say when you show them that you understand their problem and can offer objective advice. Save the ‘selling’ aspect until the end in the form of a tactful call-to-action, and include internal links to relevant product/service pages throughout so the reader can click through if relevant.
2. Know your structure inside out
Every piece of content needs to follow a solid structure- once you have this down, the rest will follow.
- Start by setting the scene with the context and a clever hook.
- Show that you understand your target audience’s ‘pain points’.
- Demonstrate your solution, including what aspects make you unique.
- Summarise your point and finish off with a call-to-action that’s linked to the relevant page.
3. Keep your eyes on the prize
Every piece of content requires a specific direction, and the last thing you need is to start writing a long article before realising you’ve gone off on a tangent and can’t write your way back to the main point succinctly. Before you start, draft out your subheadings and bullet point the key information you want to convey to keep you on track.
4. Create a content plan for your audience
If you’re starting out on your content writing journey to advertise your product/service, there’s probably a lot of knowledge you want to convey- but don’t try to cram every little bit of information into one article. Stick to one point, and create a content plan that will inform the focus of your future content. Keeping it relevant to your audience is key, so make sure you put in the time to do some keyword research with tools like Moz and AnswerThePublic.
5. Keep it authentic
If you want customers to buy from you, they first need to trust you. Of course, it’s important to represent your brand voice and be a voice of authority by demonstrating your credibility. However, bear in mind that keeping your voice authentic, and even conversational (such as asking your audience rhetorical questions), can be the difference between keeping your audience entertained or sending them to sleep on their keyboard.
6. Grammar-checking tools
A key reason that you’ll write and publish content is that you want to position yourself (or your brand) as a voice of authority. However, one of the quickest ways to destroy your efforts include misspellings and poor Grammar. If this is an area where you struggle, tools like Grammarly provide invaluable insight into how to improve your writing and highlight any mistakes you may have made.
If you can check off all of these points, you’ll be well on your way to writing great content that informs and entertains your target audience while building your brand as an authoritative and credible source of information. However, for your content strategy to really work, it needs to be integrated into a full, holistic marketing strategy where each pillar supports and feeds into the next.
If you’re in need of advice on how to create a content strategy that works or want to find out what parts of your marketing strategy has room for improvement, you can book a free 30-minute digital marketing review here.