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How to Write Great Content

As a business professional, you’re probably wondering why you need to create content. If you’re in the construction industry, you might think your ability to use any piece of heavy equipment you happen to cross paths with should be enough to gain new clients. Or if you’re a financial adviosor, you might think that your ability to make peole money should be enough for them to trust and seek you out — right? Wrong. As impressive your skills may be, it’s hard to get the word out about your business and expertise when you’re not putting content online.

The good news is, writing effective content isn’t about being a fantastic writer or using correct grammar, it’s about connecting with your audience and telling a story. You may not be the next Mark Twain, but if you provide your customers with unique content that solves a problem, touches upon a common pain point or addresses a question, you can be their saving grace. It’s all about delivering the right information, to the right person, at the right time (which is usually when they are Googling for an answer to whatever question or problem they are experiencing!)

Are you a plumber? Write about an easy way to stop a leaky faucet. An interior spaces architect? Provide design ideas for people who are looking to spruce up their space. A lighting company? Give a few tips on how to conserve electricity. The goal is to get inside the heads of your readers, so you can better address their needs and wants. By focusing on the audience, rather than yourself, you automatically add value to your content.

An easy way to approach writing is to think of it as a paint by number. Fill in the blanks with key elements and wah-lah, you have an effective piece of content! Here’s a blueprint for creating your next piece…

1. Be empathetic and find common experiences. Analogies are great ways to connect with customers who may not be familiar with your product or service.

2. Share relevant and inspired stories. Put your reader into the story, be concise and write from a clear point of view.

3. Be useful. Define the goal of your content. Do you want to introduce your design software to international users? Do you want to increase the number of insulated window treatments you sell this winter? Write towards your goal.

Before you hit publish, ask yourself: “Will my readers find this useful? Will they miss my content if it goes away?” If the answer to either of those is no, then go back and edit. The goal here isn’t to produce more content, it’s to produce useful content. By delivering the right information, at the right time, in the right way, your loyal readers will turn into loyal customers — ultimately boosting your bottom-line.

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