1. Write for your audience and
answer their questions. Consider the frequently asked
questions your sales and customer services team answer every day. Think about
the search queries your prospective customer enters into a search engine.
Produce content that answers those questions.
2. Aim
to educate, entertain and/or inspire your
audience with your content. Consider how you add value and insight to the
subject matter.
3. A headline of 55 characters tends
to be best, both in terms of how Google will display your post in search
results, and in getting click-throughs. CoSchedule’s Headline Analyzer is a great tool for testing your
headline.
4. Include
statistics –
facts and figures demonstrate that you’ve done your homework, give you
credibility and make sense of the content.
5. Quotations – everyone loves a good
quote. Include quotes to support your viewpoint or to provide the counter
opinion.
6. Use
subheadings/bullets/numbered lists – as well as helping you to structure your thoughts, these
devices make it easy for the reader to navigate and easily digest your content.
7. Choose
a relevant format –
will your content work best in written, visual, audio or video format? Consider
re-purposing your idea into different formats for different audiences and different
marketing channels.
8. Call
to action –
what do you want your audience to do after reading/watching/listening to your
content? Let them know!
9. Add
links to
further resources; your own content and/or third-party content.
10. Sleep on it. Ernest
Hemmingway said, “The first draft of anything is shit.” Spell-check, proof-read
and read your article aloud before you publish.
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