There’s a sense of dread when you sit down in front of a blank page and are faced with writing something for your business. Something that is relevant and interesting. Something that is compelling. Something that is uniquely YOU.
The easiest way to start is with your structure. Map out the key areas for your content – don’t worry about what you say under each heading just yet, but think clearly about how your information is going to be displayed. Put yourself in the shoes of your audience and ask yourself what information they are going to be looking for. Broad headings are what you should be aiming for here.
Now you have the bones of your content so you can start fleshing it out. You’ll be naturally inclined towards some areas rather than others. That’s fine – start with what you’re most comfortable with.
The next step is to write like you talk – don’t worry if it’s not perfect, just get the important points down and then you can edit it later. It’s a lot easier to edit something you’ve already written than it is to start something off in the first place.
Don’t get distracted by the small details. You can always complete the detail later, but right now we’re aiming for a slow build. Make sure you keep it interesting and conversational.
If you get stuck in one place just ask yourself “what’s the point I’m trying to make here”? Keep asking yourself this question until you can answer it in a way that is meaningful to audience. It’s not always easy to get the answer and sometimes you’ll find yourself thinking about it for a few days before you’re happy with the answer. It often helps to mull it over outside of your workplace (some of my best ideas happen in the middle of the night).
Don’t be afraid to build on what your competitors are doing. Look at your competitors websites. What do you like about the way they express themselves? If this were your starting point, how would you improve it?
Always remember to keep what you write SIMPLE, and less is often more when it comes to writing content. If you are writing content for your website you can always have links through to more detailed information but don’t present your audience with so much information in one space that they can’t find what they are looking for.
If you follow these tips your writing will become organic – you’ll find yourself naturally building and improving on existing content over time. The better you get at it the more you will develop your brand essence. You’ll be creating your brand personality, a personality which will express your core values and tell the compelling story of your business.
But most important all is to just get started. As the comedian Steven Wright says “The sooner you fall behind, the more time you’ll need to catch up.” So it’s time to get your content project underway!
To find out more about writing great content, call Pauline for a chat on 0400 514579 or email pauline@worddynamics.com.au