So you’re looking to create some new content for your website, blog or email outreach campaign, but just how do you come up with a killer idea for fresh and original copy? Well in this article I’ll help show you how you can create great content that your audience will love no matter what your industry.
Research, research, research! The first stage before you can even put pen to paper is to do your research. Work out what keywords people might be using to find your products or services or what their pain points are and how you can solve these.
Some great resources to use for this include question and answer platforms like: Quora and Yahoo Answers or how about using Google Trends to get an idea if there are any trending topics relating to your industry. During the research stage I also like to create an idea document full of topics, ideas and inspiration which can help with future projects.
Work out the goal of your content. Whether you want to drive more traffic to your website, attract more customers or get more sales; setting a goal will help you stay focused on why you are writing in the first place.
Once you have an idea for a topic or question that you can answer it’s time to start looking at the tone of voice that will best match your brand and your audience. A good way to improve your tone is try cutting down on the amount of jargon that you use. One of my favourite tools for this is Unsuck It, give it a try and I guarantee you’ll love it.
Even if you work in a B2B industry don’t be afraid of experimenting with a more conversational tone than you are used to, you’ll be surprised how well it can work. The goal of your writing is to engage your customers and the easier your copy is to read the clearer the message will be.
Add hooks into your content to draw your reader in and don’t forget to sell the benefits of your product, service or brand. A good place to start when looking for the unique selling points of your service is speaking with your sales team. After-all they’re the people who speak with your customers and get them to buy your products or services. Find out what techniques they use, how they use language and how they close the sale and try and emulate this with your content.
Check the readability of your text. Once you have produced the first draft of your content it’s important to check everything from the tone of voice and language used to the flow of your text. A great tool for helping to evaluate your writing is the Hemingway App which helps with everything from grammar checking to where a simpler word could be used.
After you have revised and edited your text and are happy with it the final step is to proof read it. I find it’s always best to have a break between writing the content and proofreading as this helps you to be more objective and spot any issues. Another great method is to get someone else to read through it as a fresh pair of eyes can help spot something you have missed.
Following these simple steps you’ll be able to create killer content for your business that not only engages your audience, but helps to benefit sell your products or services.