Writing Secrets Revealed: 5 Ways to Make Your Content Stop Sucking

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Concerned about your content marketing? We've got 5 ways that can help you generate much better content.

Does your writing suck?

Never fear, we’ve all been there at some point in time.

Lucky for you (and for us, honestly) we’ve figured out five ways to make our content marketing better.

1. Research Before You Write

If you’re deciding on topics before you start writing and pinpointing keywords after, you’re doing it wrong. Your content should be written with three things in mind:

  • What your audience wants
  • What Google wants
  • What you want

All three elements are important and their importance is indicated by the order in which they appear. In other words, pick a general topic that your audience would be interested in, refine that topic by figuring out what Google wants. What keywords are trending? What unique long tail keywords can you use that won’t be overly generic? For instance, “casserole recipe” is good, but “southern broccoli and cheese casserole recipe” is better.

Start writing before you research and you run the risk of creating a blog that no one but you cares about, in which case you’ve satisfied number three while unwittingly ignoring the other two. Not good.

Related Article:The Write Stuff: 7 Award-Winning Company Blogs to Emulate

2. Include Statistics to Prove Your Biggest Points

  • A mere 42 percent of B2B marketers think their content marketing is currently effective
  • In the last year alone, infographic usage soared from just nine percent to a whopping 52 percent
  • Some 80 percent of all Internet users now have a smartphone

Got your attention yet?

Even the biggest and most trusted names in news spew their fair share of statistics and bring on experts to give their content be it the nightly newscast, a social media post, or yes, “just a blog” more authority. Why? There’s a simple but highly important rule of thumb every content writer must remember in their quest for viral success: to be an authority you must surround yourself with authority. What you share and who you associate with are vitally important to your success.

3. Get Visual

If people are scrolling through your blog and finding nothing but a giant wall of text, you can expect them to be thoroughly bored, no matter how wonderful your blogs actually are. Think about it: as human beings, we’re constantly looking for something to catch our eye.

According to WebDAM, the average person gets distracted in eight seconds, though 2.8 seconds is all it takes to distract some people. And 81 percent only skim the content they read.

Remember though that visually interesting content doesn’t necessarily have to be graphic in nature. You can make your text-based content a little more interesting, too. One big paragraph is like Novocain to the brain, but add in some subheadings and a bulleted list or two and whoa! Instant visual interest.

Related Article:Just Blog It: Why WordPress is The Best Blogging Platform for You

4. Think Local

When the World Wide Web first went live, and for a couple decades after, really, the Internet was synonymous with global connectivity. It still is, of course, but our fascination with interacting with someone a million miles away has been tempered by a desire to find people, products, and services that are close to home.

Since 2011, Google searches that use local keywords such as “near me” have increased why a staggering factor of 34, and that growth is now multiplying exponentially as evidenced by the nearly 100 percent jump since just last year.

According to Mediative Labs, 53 percent of mobile searches have local intent and 18 percent of local searches lead to a sale.

If you have a brick-and-mortar business, jump on the local trend and bring in more customers by incorporating keywords that indicate your city, state, ZIP code, neighborhood, or even street name if it’s a major one. We used to print our addresses on business cards to help people find us; local keywords are the contemporary way to invite new customers in.

5. Remember: Your Blog Isn’t Your Only Source of Content

Create content for mobile and utilize SMS marketing to attract local customers looking for deals in your area. 

  • Provide a valuable hook. With SMS mobile messages, you have 160 characters to hook them in with your special deal in your area.
  • Personalize the message with their name.
  • Segment your audience. It allows you to efficiently send the right message to the right person.

Your blog is important, but so are your email and text messaging campaigns, website, landing pages, social media posts, podcasts, YouTube videos, Snapchats, and so much more. View your content as one, hugely amoebic animal that is constantly changing, primarily because you’re the one changing it.

Related Article:Stay in the Loop by Following These 10 Stellar Social Media Blogs

Creating great content isn’t easy. It requires creativity, dedication, and a lot of hard work. There are plenty of tools that can help you manage your content empire, but at the end of the day, the biggest thing you have to improve is yourself.

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