Tag: market research

A Good Content Writer Takes the Extra Steps

A good content writer takes the extra steps

Do you have time for the extra steps it takes be a good content writer?

I think writing for the web requires more discipline than writing for print. First of all, website visitors don’t read, they scan, and you have only seconds to capture their interest.  You need to make your point quickly. At the same time search engines aren’t all that forgiving. If you don’t include the right keywords, or use the right code, your content may as well be invisible.  Being a good content writer means you take that all into account. You take the extra steps to ensure high quality content that will drive online results.

Step 1.  Research

Effective content writing requires putting yourself in someone else’s shoes.  A content writer shouldn’t guess at topic areas to cover, they should research them. They should interview sales and service people to find out what questions people ask. A good content writer checks Google adwords and asks to review website analytics to see what problems your customers and prospects are trying to solve.

Step 2: Originality

The Internet has made it incredibly easy to see what your competitor’s are writing about. But if you want to stand out online your B2B brand needs its own voice. Seek originality in both content and content delivery.  A good content writer asks, ‘What hasn’t been done before?’ and ‘What’s the best way to deliver the information? ‘

Step 3.  Editing

On a small computer screen or phone, even the shortest of paragraphs can seem long. Rather than read it, your customers and prospects will move on. A good content writer is diligent in keeping sentences and paragraphs short.  They weed out unnecessary words and break up long lists with bullet points. A good content writer reads copy aloud to identify awkward text that doesn’t flow.

Step 4.  Keyword and Word Selection

A good content writer  understands the importance of keywords and using the language of the audience. They start with a specific keyword and then write copy to support it.  To do otherwise is to invite awkwardness.  Words are chosen carefully.  Industry jargon is avoided to satisfy the needs of both humans and search engines.

Step 5.  Proofreading

A typo or misspelling is embarrassing. It is easy to see the mistakes of others, but more difficult to spot your own. Good content writers have a system for proofreading their work to catch grammatical errors, omissions and misspellings.

These extra steps inspire and ensure quality content.  It’s one more interview, one more read through the copy, one more ounce of effort that separates a good content writer from a mediocre one. It takes time that you might not have.

How do you find the best writers?

Writers Need Answers Before Content Creation Begins

Beginning road signWhat happens before and after content creation may be just as important as the act itself. Content creation is a process. Below are questions a content writer needs answered at the beginning of that process.  I will address what’s needed during and after content creation in upcoming posts.

Who is your audience?

Writers write for people. They want to know how familiar your audience is with your brand, product, or service.  Share what you know about your customers’ preferences, interests, behaviors, and demographics. Knowing this, the writer can create content that best serves your audience’s needs and wants.

Content targeted to existing customers is different than that for prospects or first time visitors.  The writer can help you decide if segmenting audiences is a good content strategy.

What are your business objectives?

If you want to expand revenues, sensitivity to the purchasing cycle is necessary. If your objective is to widen your reach to global markets or narrow it to a region, content can be customized to reflect that. Increasing brand awareness requires lots of relationship building through multiple channels including social networks.

What do you want your audience to do?

Think about it. Your answer determines content prominence, priority, and navigation. Each piece of content serves a purpose.  Don’t confuse your intent (educate, influence) with audience action. The latter is measureable.

Who are your competitors? Or, what websites do you like?

Oftentimes companies avoid the question about competitors. I add the “Or” question for those squeamish or uncertain about competitors. Market research is important for content writers. Not so they can emulate your competition, but so to differentiate your company.

A favorite website can give a clue on what you like and the tone of voice you may be receptive to, if you haven’t already determined that.

Who will act as sources for information?

Finally, I ask for the names of subject matter experts within the company and whoever interacts most with customers. I also ask for the names of two or three satisfied customers who are willing to share their stories.

Not until I have the answers to these questions do I begin the tangible aspect of content creation.  Do you need help getting the content creation process started?