Ah, content. It’s everywhere, isn’t it? But what separates the good stuff from the digital landfill? The key is writing content that isn’t just words on a screen – it has to be meaningful and serve a purpose. So, let’s dive into how you can craft content that actually works, shall we?
What is Content That ‘Works’?
Content that works is like a good cup of tea – it hits the spot and leaves you wanting more. It has an audience in mind and a clear purpose. If your content has neither, well, it’s just taking up space on the internet.
Think of it this way: aimless content is like a sat-nav with no destination – you’re not going to get anywhere useful.
Step 1: Write with Purpose
The first rule of writing great content is to know why you’re writing it. What’s the goal here? Are you looking to enlighten your readers, sell them something, or maybe even provoke a lively debate? Here are some common objectives to get you started:
If you’re in the startup or marketing world, you're probably leaning towards educating, informing, or inspiring your audience. Remember, without a clear objective, your content will just float around like a balloon without a string – nice to look at, but ultimately lost.
Step 2: Know Your Audience
Writing with purpose is half the battle. The other half? Knowing who you’re actually writing for. Content that’s aimed at “everyone” is likely to hit “no one.” Think of your audience like a mate you’re trying to impress – what do they want to hear?
For instance, let’s say you’re writing a guide on building websites. A small business owner will want practical, step-by-step advice, while a budding web developer will appreciate the technical jargon and nitty-gritty details.
Imagine giving a marketing presentation to schoolchildren versus delivering it to a board of directors – you wouldn’t tell the kids to "optimise their ROI" because, frankly, they’ll be more interested in snack time than sales strategies.
Step 3: Keep It Simple, Stupid
We’re all guilty of having short attention spans these days – a quick scroll, a glance, and we’re onto the next thing. That’s why simplicity is your best friend.
If your content reads like an instruction manual for a rocket ship, you’re going to lose your audience faster than you can say “SEO.” Aim for clarity and keep your sentences short. Three sentences per paragraph is a good rule of thumb – any longer, and you risk creating a wall of text that’ll send readers running.
As Albert Einstein put it, “If you can’t explain it simply, you don’t understand it well enough.” So, no one needs to know about the behind-the-scenes jargon unless, of course, you’re writing for the behind-the-scenes crowd.
Step 4: Consider the Platform
Not all content is created equal – and where you publish it matters. On Medium, for example, readers prefer short, snappy, easy-to-digest articles that they can skim while waiting for the kettle to boil.
But if you’re blogging on your own site, you might need to beef up your content a bit. Think of it like making a Sunday roast – you want it to be filling, substantial, and leave them thinking about it long after they’ve finished. The web is full of content, so to stand out, you’ll need to go the extra mile and create in-depth pieces that add real value.
Step 5: Follow the Metrics
If content is king, then metrics are the throne – you need to know if your content is ruling or if it’s just sitting there, gathering dust. Luckily, tools like Medium’s stats dashboard or Google Analytics can help you measure what’s working and what’s not.
Keep a close eye on trends and performance, and be prepared to adapt. Sometimes, even the best-laid plans need a tweak here and there.
Bonus Tip: Don’t Forget the Humour
Lastly, sprinkle in a bit of humour where appropriate. A dash of wit can make your content more relatable and engaging – just like this blog, right? After all, content doesn’t have to be dry to be informative. You’re not writing a user manual, you’re writing for people, so keep it lively and human.
Final Thoughts
Writing content that works is all about being purposeful, knowing your audience, and keeping things simple. Pair that with the right platform and some careful metric-watching, and you’re on your way to content glory. So go on, put the kettle on, and start crafting something your readers will actually want to read.
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