9 Steps To Developing Better Content

Face it, staring at a blank screen or blank sheet of paper is intimidating. The hardest part is starting. And half the battle is knowing where to start. I’ve heard several people tell me what great writers they are when they’re in the zone. And how they can pump out great prose. But they never seem to be ‘in the zone’ So they never meet their deadlines and what they do write lacks punch.
The option is to hire someone to write for you. Sometimes it’s nice to write a check, but that doesn’t always work when you’re a small business with an even smaller marketing budget. So it’s up to you to do it. After you do everything else you need to keep your business going. Unless you’re a writer for a living (which most business owners are not) I’m sure the last thing you want to do is write. But write you must if you want to grow your online presence.
I’d like to take some of the mystery out of writing – and hopefully some of the fear. The key is to do some prep work. When you paint a house, you first need to prep – scrape the paint, powerwash and tape the windows and cover the plants around the house. It takes time upfront, but saves you the agony of cleaning up a big mess later. The same goes for writing your own content.
Another thing to keep in mind that writers of all stripes struggle to write at times. Who’s ever seen J.K. Rowling write? Do you think she’s ever been stuck? Not often, but she had writer’s block for five weeks! So don’t beat yourself up if you get stuck. But as a small business, not producing content for five weeks can really hurt you.
Jumpstart your content writing with this simple framework:
– Identify the purpose for your content? What do you want the reader to do after they’re done? Call you? Learn more? Buy something? Once you get them there, know what it takes to turn them into customers.
– Who’s your reader? What moves them? What causes them pain that your business helps with?
– Research. Research. Research. Get more information than you think you need. Look at all the angles. Ask questions. Dig a little. With Google and Bing, it’s a whole lot easier than it used to be. And you don’t need to do it when the library’s open. Do it when it fits your schedule. But you gotta schedule the time. When you’ve thoroughly researched your topic, it makes it so much easier to write. You won’t be reaching for key points or solutions. YOU’LL KNOW. It’ll be there at your fingertips. And cite your sources for credibility.
– Outline your piece. What’s the single most important thing you want your reader to remember? What are the supporting points you want to make? Keep in mind that’s pretty much it. We’re on overload, so go easy. Save those other BIG points for another piece. Dividing up your topic gives you several pieces with which to SEO and grow your organic search. Not to mention use as an excuse to connect with people. An easy way to stay top of mind once you get there. But you have to get there first.
– Next, fill your outline in with the proof from your research that supports each point. Just write. Don’t critique or worry about it. Someone once called their first draft a vomit draft. Don’t worry much about form and craft. Just get it out there. It’s much easier to edit than write and you’ll likely lose your train of thought if you focus on the style and form rather than the content.
– Read it through first for tone and voice – make sure it’s conversational. Human. Useful. Connects with your purpose.
– Read it through again for accuracy. Make sure you’re points are clear and supported. Do they answer the questions you asked earlier?
– Now write your introduction based on the body. This is easier than trying to make your body fit your first introduction.
– Let it ferment overnight. Then read it fresh the next day. Does it still zing or need a little polish? While you want your content to sound intelligent and thoughtful, you’re not writing the next Harry Potter.
That’s it.
You’re done. But before you call it quits, schedule your next session. Make writing a habit because the key to success with content is consistency. Your customers will start expecting you to deliver. If this is your first piece, start slow as you make this part of your routine. You’re now writing useful content that gets your readers to take action that ultimately results in more business for you. Procrastination doesn’t produce more sales. Good content does. And if you get really stuck, feel free to contact me for an objective review. Or help with your writing.