Content Creation can sometimes be a hard thing to take up. The changes in how people search, and in how search engines prioritise websites, has meant that nearly every business that functions online has had to think about and start investing in content marketing.
But how do you go about writing content when it’s not something you’ve tried before? How does one go about writing content for an audience, and making that content helpful enough to warrant them converting to a lead for you?
I’ve found it helpful to keep these three things in mind.
1. Write Content That Speaks Your Readers’ Language
Understanding your buyer is foundational to writing content that will resonate with them. This will affect what you write about, and the language that you use to write the content.
Once your business is able to define what your ideal buyer looks like, as well as their language style and vocabulary, writing content that yields a response will be a lot easier. You’ll be able to define what industry terms your ideal customers will already be familiar with, as well as which language styles will help them identify with you.
You’ll be able to define your ideal buyer by conducting a little research on your current customers to find the common qualities and traits that work well with your online business. Once you’ve got those collected you can build your buyer persona and start writing for them.
2. Be Clear With Your Content
This is something we’re all guilty of. As a content creator, your writing needs to be clear and be able to convey that clarity. Is your article about how to do X? Make sure the article conveys that. If you find your writing trailing into something slightly left of field, work out where the tangent began and remove it. Ideas are valid and useful, but you need to make sure that your content doesn’t lose its punch because the subject changed halfway through.
Keep your tangents for a rainy day; sometimes they can open up a whole new discussion topic. And don’t be too critical of your first drafts for content. That’s why they’re drafts. Develop your idea, write a rough draft, and then go back and refine it, deleting anything that slows your article down.
Once you’ve got your content ready to go, ensure the title tells readers exactly what to expect. Clarity should carry from article to headline and back - it’s what will keep readers coming back.
3. Give Your Readers Something To Do
It’s easy to write a piece of content, hit ‘publish’ and never worry about it again. The problem here is that unless your content gives a relevant course of action for the reader, they’ll read the content and never worry about it again either. Your content needs to have a valuable lesson to learn, otherwise it’s just a waste of time to read.
So when you write your content, read through the draft before you publish and ask yourself these two questions;
What have I learned from this article?
What can I do because I’ve read this article?
If you can’t answer either of the questions in concrete terms, it’s worth going back and giving the content an overhaul. Your need to be attracting customers who see and understand the value that your business can bring to them, and the best way to do that is with clear, easy-to-understand, relevant, content.
Content creation becomes much more successful once you know who you’re writing for and the language they speak.
Write for your ideal buyers, in their language.
Tune your content so that every single word furthers the point you’re wanting to make.
Your headlines need to promise exactly what the content delivers - favour clarity over hype when writing them.
Write content that has a greater purpose - your readers need to learn tangible lessons from your articles.
Give your readers something to do as a result of learning from your content.
And that’s how you write content that resonates with your reader and spurs them on to action.