Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need.
One of the most important forms of this, is writing with the materials you have, to spread your brand messages around relevant topics.
Here are some tips if you have writer’s block:
#1 Focus on your goal
What message are you trying to get across? Do you have an idea where this piece is going to be placed? Within a publication or on a website? Whatever goal you’ve decided on, have it in mind before you start writing. Knowing your goal beforehand will help set the tone for everything that’s about to come next.
#2 Think like your reader
You will need to get in the mindset of your audience because your content is for them. If you’re attempting to explain something, talk about it from their perspective. Put yourself in the place of your customers and write like they would. People, especially journalists, don’t want to be hit with unnecessary clichés and jargon. If you’re writing an opinion piece, then remember that journalists have been in the content game a long time and know exactly what their audience want. Don’t bother trying to ‘beat around the bush’ with them. Write what their readership will want to hear about and try and make it as interesting as possible.
Of course, you need to understand the topic you’re writing about, especially in the B2B market. Including statistics, data and metrics will also help to establish credibility and support your claims. Your research may be based around many different markets and analytics so it’s important to know what you’re after. Either way, statistics are always important and will raise your credibility amongst your readers instantly.
#4 Keep it readable
There are a few free readability calculators – they check your article for sentences that are too long, or too many metaphors. Try to get a good readability score without diminishing the content quality. Not only does it ensure that your content is easy to follow, but it also helps search engines understand it.
Most importantly, proofread your content whether it be out loud, to yourself, to your peers or even backwards. If you stumble over something or think you’re being too wordy, so will your reader. It may turn them off. If you are someone who often falls victim to typos then scan your content backwards to allow your brain to see words out of context, making it a lot easier to spot errors!
#5 Measure, measure, measure
When all the content creating is done and shared, how do we know if it has worked? Businesses focused on expanding their reach to more customers will most likely look at the increase in volume of visitors, as well as the quality of those interactions. Traditional measures of volume include number of visitors to a page and number of emails collected. Time spent on page and click-through to other pages/photos are also good indicators for engagement. Match your metric to your goal.
Overall, follow these rules and if the content is written with a good voice and a clear message, you will greatly increase its chance of success.