Captivating content marketing is all about starting with a solid plan. Here are some tips on what to do before you start writing.
1. Focus on your goal. You want the reader to respond, whether it’s though buying your service or visiting your website. Identify the main objectives of your content marketing strategy then focus on the specific goal of the piece you plan to write.
2. Find the pain point. The value of content marketing is all about proactively answering questions. Help your readers solve their own problems with practical solutions.
3. Share meaningful messages. Write content that maps to your company’s overall message. Each piece you write should support your brand story.
4. Dig deeper. Research your market’s most influential individuals and organizations. Thoroughly research your competition’s tactics and tone so you can identify how you’ll tell a unique story.
5. Nail the headline. First impressions matter. In one line, tantalize, tease or touch a nerve. Make it a showstopper.
6. Serve others. Marketing 101: To lose your reader, fixate on the wrong subject—your company. Your reader’s favorite subject is him or herself. So make your content all about your readers and solving their problems.
7. Evoke feelings. Readers process information through emotion first and reasoning second – even rational IT and finance geniuses. To create great writing, stimulate your readers’ desire and motivation by eliciting feelings.
8. Fake it ‘til you make it. Don’t overthink your writing. Go after your content fearlessly and without formality by pretending you’re writing to a friend. Type the way you’d talk.
9. Enliven your writing. Skimp on your adjectives and power your prose with verbs. To engage your audience, share strategic action words.
10. Express yourself. Always remember: you and your company are unique. Find your voice and share it through authentic prose.
How else do you turn your compelling copy into cash?
Lisa Goller helps businesses tell their story. As a Toronto-based Strategic Freelance Writer & Editor, she helps executives and entrepreneurs stand out, look good and save time. Learn more at lisagoller.com
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