Content Writing Tips: 3 Ironclad Steps to Writing Great Content

Welcome to the wild world of content writing. Ok, maybe it’s not so wild. Maybe it feels completely overwhelming. Maybe you find yourself spending a little too much time staring at a blank Google doc, wondering if you’re doing this right. We’ve been there. 

September 19, 2019
4 Minute Read

Marketing

Welcome to the wild world of content writing. Ok, maybe it’s not so wild. Maybe it feels completely overwhelming. Maybe you find yourself spending a little too much time staring at a blank Google doc, wondering if you’re doing this right. We’ve been there. 

3 steps to writing great content:

...that work for our content writers, and can work for you too

1. Define Your Purpose

The purpose of what you write depends on what types of content you’re creating. Here are the four most common types of content you’ll need to write, and what it can do for your brand.

 

a) Blog writing

The key purpose of a blog post, for most growth marketing strategies, is to draw potential clients to your website long enough for them to gain brand awareness and understand what you have to offer.

A great blog post:

    • Grabs the reader’s attention
    • Shares valuable information
    • Solves a problem
    • Is conversational, not “salesy” 
    • Is SEO optimized without sacrificing quality and readability

 

b) Social media posts

The purpose of social media posts is broader because your social media audience includes readers from every stage of the sales funnel. By nature, social media involves a high amount of engagement and attention to trending topics.

Compelling social media posts:

    • Attract new readers to your site
    • Enhance your brand identity
    • Set the stage for brand responsiveness and interactivity 
    • Move readers to the next step of the sales and marketing funnel
    • Nurture connection with converted readers

 

c) Email content

Once you’ve done the legwork of segmenting your email lists and setting up your campaigns, you should have a good understanding of what purpose your various emails will serve. Aside from transactional emails (such as “Your payment has been processed” or “Your order is on the way”), your email content will either build awareness/relationships, or encourage loyalty/repeat business from current customers.

Productive email copy:

    • Has an irresistible subject line
    • Is short and to-the-point
    • Is relevant and reader-centric
    • Avoids spammy language
    • Includes an appropriate call to action

 

d) Web content copy

If they’re clicking around your website, it means they’re interested in you! our website is an open space to let your brand shine. Whereas you avoid strong sales language in your blogs, here on your website you can sell away. Just make sure you keep your customers’ needs, wants, desires top-of-mind. Effective website copy:

    • Is cohesive page-to-page
      (people don’t interact with web copy in a given order)
    • Guides the user to a call to action
    • Promotes and enhances your brand

2. Solidify Your Voice

As the old adage goes, “It's not what you say; it’s how you say it.” The most helpful tool in your toolbox when it comes to expressing your brand identity is a brand guide. A lot goes into creating a brand guide, but for written content you can start by establishing personality, tone, and style. 

  • Brand personality, also called brand voice, gives human qualities to your brand. Some examples are: Approachable, empathetic, wise, sincere, free-spirited, tenacious. You can also include qualifiers to give your brand personality even more depth. Such as: rebellious BUT not crass, smart BUT not condescending, ambitious BUT not pushy.

    Your brand personality should NOT change no matter what kind of content you’re writing. 

  • Tone is dynamic. As in real life, your voice stays the same but your tone changes often. We suggest adjusting your tone based on the emotional state of the reader. This usually depends on which type of content they’re reading.
    • A direct and concise tone works best for rushed email readers.
    • A blog post on a complex subject might require a patient tone for readers grasping a new concept.
    • A social media post directed toward a relaxed, feed-scrolling reader might be more jovial and excited.
    The one thing that should always remain consistent throughout each scenario is the brand personality/voice. 

  • Style is the third brand guide component that is essential to your written content. Style encompasses your brand’s standards for grammar and mechanics. The English language is complicated, to put it lightly...the Oxford Comma debate is just the tip of the iceberg! Pick a style guide and stick to it. 

3. Be Confident

Yes, we are about to go full Lizzo on you right now. The real key to writing great content is to feel confident that you’ve got something great to say.

From informative blog posts to social media musings, you can’t go wrong if you know your purpose, understand the main types of content, and stay true to your unique voice. And, of course, the best way to get better at something is practice. So go forth and create GREAT written content. We’re rooting for you!

 

Need Help?

If you could use a hand with your strategy, reach out to Tobe and get our team of entrepreneurs, marketers, and creatives in your corner.

Welcome to the wild world of content writing. Ok, maybe it’s not so wild. Maybe it feels completely overwhelming. Maybe you find yourself spending a little too much time staring at a blank Google doc, wondering if you’re doing this right. We’ve been there. 

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