Published: November 25, 2019
A poorly written piece of content is like taking a burnt turkey out of the oven on Thanksgiving — nobody is going to want to consume it.
It’s important to make sure you’re putting good content out there when 71% of a B2B respondent pool stated they reviewed a blog while on their buying journey. But, how do you write content that attracts your target audience and leads to conversions? Just take a look at our foolproof content writing recipe that will have your customers rushing back for seconds.
1. One unique idea
Let’s face it: coming up with a unique idea sometimes isn’t easy, even for the content writing expert. There’s already a lot of share worthy content all over the web, so brainstorming new ideas to stand out is tricky. It takes the right idea and the right type of content to really make your audience sink their teeth in. If you’re stuck on coming up with an idea, here are some quick questions to ask yourself:
- What is my audience searching for?
- What pain point can I try to solve for them?
- What is my desired outcome?
2. As much research as you need
Your target audience isn’t going to consume your content the way you want them to if you’re not credible. Credibility is key to increasing engagement, brand reputation and trust. If you want to be credible in the eyes of your customers, make sure you’re researching as much as you need to get the correct information to support your claims.
Also, remember to add both internal and external links to reliable sources in your copy. People want proof, so make sure you’re giving it to them!
3. A solid outline
Ever start to write something and get writer’s block? Don’t worry, me too. That’s when an outline comes in handy. Before you start writing, put together an outline that includes each main point you want your readers to digest. You can then refer back to it whenever you get stuck. If you’re not sure how to start, check out this 10-minute blog post outline process.
4. An attention-grabbing headline and introduction
Three seconds is all you have to get your customer’s attention. So, get extra creative with your headline. Spark interest, stir an emotion or entice them to read more about the topic.
Want your audience to read the rest of your content? Write an introduction so good it’s nearly impossible for them to stop reading. Start with something interesting like a statistic or a fun story that leads into the main point.
5. A spoonful of flavorful tone, voice and storytelling
Words are powerful — especially if you use the right ones. Whether you’re writing a children’s novel or writing a post for your company’s blog, storytelling with the right tone and brand voice will easily grab the attention of your target audience.
6. A dash of optimization
Although you want to write for your audience first, optimizing your content for search engines is also an ingredient to good content. Knowing your audience, adding in keywords and other best SEO practices will get your content in front of the right people.
7. Don’t forget a CTA!
Actionable content is key. Whether you want them to fill out a form, make a purchase or connect with you on social, it’s crucial to include a call-to-action (CTA) that will make them take an action.
8. One, two … maybe three editing sessions
When you’re finished with the first draft, go back a few times and add in any missing details. Check your spelling, grammar and overall voice. It’s also helpful to leave an editing session for the next day because you’ll have a fresh mind. This makes it easier to look for mistakes and add in any valuable information you may have missed the first time around.
9. Another set of eyes to proof your writing
Editing and proofreading your own content is helpful, but having another set of eyes on your work is extremely beneficial. I can’t tell you how many times I’ve proofread my own work and someone else found overlooked mistakes or provided helpful feedback. Take the constructive criticism and turn it around to make your content stronger than ever.
Good content writing is key to higher customer engagement. High-quality content will rank better in search results and be consumed by more people than a lot of poorly written content any day. So, get the ingredients right the first time to avoid serving up bad content.
Are you ready to put this content writing recipe to work? Let’s chat!