Staying focused is a problem for people who have lots of interests, are generous and unable to say no, get distracted easily, and are just plain busy. Most of us fit into one of these categories. When a business loses focus on its content, a content strategy is needed. Erin Kissane, author of The Elements of Content Strategy, believes there is only one guiding principle of good content: “It should be appropriate for your business, for your users, and for its context.”

For the content writer, the best way to stay focused when creating content is to have all the peripheral stuff (including strategy) taken care of before any writing begins. The process then becomes simple: topic + length + purpose + channel. This allows the writer to get right to the heart of the matter – connecting with people interested in your products or services.

• What to write about? Go to your monthly editorial calendar with topics listed. Plan ahead and don’t repeat. All the writer has to do is develop the idea listed on the calendar, not think one up. These topics should be aligned with business objectives and audience interests.

• How many words or minutes? This depends on the objective. If you want people to bookmark what you write, it should be more than 500 words. If you want them to share on social media networks 200 to 400 words may be best. With video and podcasts keep it to two minutes or less.

• What is the purpose? Are you trying to gain support, attract business, educate, promote something, get links, or start a conversation? Choose one. Being helpful is a given.

After knowing your topic + length + purpose, choose a channel. When writing for particular channels answer one question to keep the writing focused (though the question may change depending on your purpose):

• Blog posts: How will this topic start a conversation with my target audience?

• Landing page: What do we want the viewer to do?

• Website: What do our buyers want to know?

• Social media: Does this effort help us achieve our strategic goals?

• Email marketing: Will the content help solve a customer problem?

Relying on a focused, efficient content strategy saves lots of time and frustration for the writer, the business, and the audience. What ways have you and your company found to help focus the content creation process?

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