How to create effective contentBy Becca McClure
July 24, 2017
Learn 10 core attributes that help attract and engage your readers
Writing for your buyer personas and your audience is tough. Effective writing is tougher. As a professional in the communications field, creating content is requisite. Your writing, or storytelling, needs to encourage your readers to do more than skim your content. So how do you inspire readers to stop, think, learn and consider your brand?
According to Hubspot, effective writing has 10 core attributes that successfully move a consumer through the buyer's journey.
- Adds to the conversation.
Your content shouldn’t restate or repurpose other published content. It needs to add something new and include the most recent data for support.
- Includes an attention-grabbing headline.
Eighty percent of people read your headline, while only 20 percent read the entire article. Your headline should be specific and make a promise to the reader that encourages them to read on.
- Has no errors and uses proper grammar.
Make sure your content is proofread by at least two other people. Consider hiring a copy editor to revise and clarify your content. You can’t build trust with your readers if your writing is too academic or too juvenile.
- Has a relevant call-to-action.
This can be as simple as asking the reader to share the content or write a response.
- Helps the reader do something.
Write with the purpose of teaching your audience something useful.
- Includes only one core idea.
A clear piece of writing should have one key idea.
- Has a solid structure.
Stay organized and use interesting subheadings to keep your readers engaged. Easy structures to use are the “List” and the “How-To” formulas.
- Supports your brand messaging.
The words you use, the tone of your writing and the details in your writing should reinforce your brand messaging.
- Has a tone that is relevant to your readers.
Consider if your writing should be serious or fun. Use your brand’s voice and tailor the tone to your targeted readers.
- Is written for the way people search.
Research the words your target readers search that are relevant to your topic. Use keyword research to help guide you.
Writing with a purpose and a personality takes time and research. To that end, many companies struggle with blogging and an overall inbound marketing strategy. The experts at Axia Public Relations have the experience and knowledge necessary to help you make the most of your content creation. Download our e-book Maximizing Your Public Relations Investment to learn how to best reach your target audience, convert consumers into customers and grow your business.
Becca McClure is a passionate public relations professional who works on various client public relations campaigns and projects. Clients love her infectious positive attitude and her strong work ethic. Becca joined the Axia Public Relations team in February 2016. Learn more about Becca McClure. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
Featured image credit: 123rf.com
Topics: public relations, content management
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