Can't write to save your life? Pro advice on making great content!

Before even putting your fingers to the keyboard, ask yourself: why you are writing this content and who are you writing for? You have heard the saying that content is king, but how do you create this royal display?

Some noble tips:

  • Write as if you are writing to someone you know. Make sure the tone and style of the content is personal and appeals directly to the reader.
  • Use stories and illustrations to highlight your point. It saves time, clarifies things and makes it more personal
  • Write in such a way that the reader wants to read the next sentence
  • Use bullet points, bold words, underlining and quotes to visually engage your reader, and to make your content easy to scan. You are not writing for printed media. Let the creative juices flow
  • Use keyword-rich content - don’t be shy to liberally sprinkle the keywords throughout the text
  • Keep is short. The reader’s time is limited and scrolling down takes effort and breaks the concentration
  • Focus on the benefits. Remember, the reader is visiting your site to gain something from it
  • Visualise the reader standing right in front of you. Write as if you are speaking. Don’t be too formal, but stay respectful. The content must not poke the reader in the eye but motivate them to spring into action

Think about why they are visiting your site. How will your product or service solve their problem? Achieve this by turning the traditional approach on its head - use more ‘you’ and less ‘we, us and our’. Read what you have written, take a step back, and place yourself in the reader’s shoes. This will ensure interesting, compelling content that leads to action. Remember, it is not about you, it is about what you can do for your customer.

So it is clear that you can easily ace this if you know who you are talking to and what you want readers to do with the information you are giving them. Now, get those fingers typing!

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