The most challenging aspect of creating content isn’t your message; it’s your delivery. Executing a compelling post takes practice– but you don’t have to be a wizard to infuse magic into your writing. Use these tricks to bring your words to life, inspire your audience, and drive home your message for a lasting impression that keeps your readers coming back for more. The formula is simple: Produce content that people can use, connect with, and understand. Here’s how.
Give Your Readers What They Want
Connecting with your readers is the first step to grabbing their attention. It seems like a no-brainer, but if your content doesn’t feel relevant to the people reading it, they’re going to tune you out. Have you ever been stuck in a conversation with someone on a topic that means nothing to you? Maybe they won’t stop talking about a movie that you have no interest in seeing, or about their new dog (and dogs are NOT your thing). We’ve all been there.
Tailor your content to your target audience. Learn about your readers by sleuthing around to find out what people are talking about online. Search sites like Quora, Reddit, Google, and LinkedIn to see which questions are in demand within your area of interest. Then, present a specific problem and a clear solution with real-life examples and resources.
When you write, ask rhetorical questions to get your readers thinking. Content is a two-way street. Invite your audience to participate and work through issues as they follow the journey of your message. Guide them as they contemplate the questions at hand. Instead of coming off as overly authoritarian, partner with your readers to discover solutions.
No one wants to waste time reading fluff content. If you don’t add value, your words will be bypassed and forgotten. That said, you must offer something unique or nuanced to engage your followers intellectually. There’s a good chance that anyone reading your blog is already somewhat familiar with the topic you’re covering. Before outlining what you want to say, do your research on the content that’s already out there.
Ask yourself the following questions:
Has your topic been covered in a similar fashion by someone else?
What’s missing or “off” about the already published content on your area of expertise?
And to put it bluntly, are you bringing anything new to the table?
Contemplate these questions as you plan for your content, but also once again as you finalize the finishing touches. Always question how you can set yourself apart and become the preferred resource for your target audience. You don’t necessarily have to reinvent the wheel, but you should always aim to challenge yourself to present old ideas in innovative ways. Spark intrigue, both in what you share and the way you share it. Mastering this feat sets the stage for you to become an industry leader.
Resonate Within Hearts AND Minds
After deciding what to say, it’s time to define how you want to say it. What’s the voice of your brand? If you aim to educate, never underestimate the importance of evoking emotion. Personalizing your instructional content defines the difference between your email campaign, blog, or newsletter, and the owner’s manual that came with your refrigerator. Even the most technical content doesn’t have to be boring. It’s all about your tone, which comes down to word choice and sentence structure.
Rather than words to merely explain a concept, opt for vocabulary that paints a picture.
Take these examples:
Instead of “new“ à Try “cutting edge” or “breakthrough.”
Instead of “surprising“ à Try “jaw-dropping” or “eye-popping.”
Instead of “interesting“ à Try “eye-catching” or “captivating” or “magnetic.”
Instead of “sad“ à Try “heart-wrenching” or “tear-jerking.”
Instead of “happy“ à Try “elated” or “giddy” or “over-the-moon.”
Here’s where the thesaurus is a writer’s best friend. If a sentence falls flat, explore potential word swaps to liven it up. Line by line, add color to your writing through vibrant phrases that go beyond the plain dissemination of information. Words matter. Select terms that will excite your readers to foster continued engagement and enthusiasm about your content.
Make Your Pages Scannable
It’s nice to think that our readers are waiting on the edge of their seats to delve into every word we write. But usually, that couldn’t be further from the truth. We’re inundated with online content on our phones, desktops, and tablets 24-hours a day. Meet your reader where they’re at by formatting content that’s to the point and easy-to-digest.
Use: Bullet points, subheadings, and images to break up content blocks
Avoid: Wordy sentence structures, flowery language, filler words, or veering off-topic
Don’t confuse your readers or lead them down a winding path to nowhere. There’s nothing worse than Googling a quick muffin recipe, or a Youtube video on unclogging your drain, only to be met with a long, irrelevant intro story. Provide a clear view of what you plan to cover within your opening statements. If you tell people what to expect, they’ll have a reason to keep reading. Don’t make your content a long term commitment or a guessing-game with no direction.
Even if your tone is conversational, take time to remove filler words like “very,” “absolutely,” “certainly,” and “entire.” Common phrases, such as “in order to,” “at all times” and “due to the fact that” can be shortened or removed. These words and phrases are either redundant or unnecessary, almost always weakening your sentence structure. Nix them to create a powerful passage.
Do your readers a favor with short, clear sentences to communicate your intended message. If you’re providing a How-To Guide, a Top 10 List, or a Case Study, say so. Straightforward formatting makes your content accessible. As long as you’re offering real value in your writing, there’s nothing wrong with familiar formatting structures.
Remember always to double-check your formatting on mobile. If you work on a laptop or desktop, the content you create may not automatically be mobile-friendly. Always do a test on a few different devices to ensure that you’re reaching your audience from wherever they’re checking in.
EDIT, EDIT, EDIT
It’s a writer’s worst nightmare. Just as you take your finger off the send button, a typo glares back in your direction.
You get one chance to make a first impression.
That’s why it’s essential to edit your content and edit it well. Start writing ahead of schedule, so you have enough time to review it with a fresh set of eyes (either yours or someone else’s). Online tools, like Grammarly, are a lifesaver for catching small mistakes that are easy to miss. Start with the free version, or upgrade to Premium for additional tips on the clarity and tone of your writing.
Similar tools include ProWritingAid, WhiteSmoke, and LanguageTool. Choose one, and use it for everything (blogs, newsletters, emails, and social media posts). Regardless of which method you use for proofreading, if you’re putting content out to the world, make sure it reflects the message you want to portray. For a minimal expense, polish your finished product and convey the professional voice you intended. Skipping this step can have dire consequences on your credibility and your likeability. No one wants to read your first draft. Editing is a great way to learn from your mistakes and build on your writing skills for stronger future content, post by post.
