11 rules of content writing
Being a content writer isn’t always black and white. There is so much to think about. The tone of voice, the brand personality, the audience. You know, all that jazz. Then there are certain pressures that come with it.
For example, have you ever had one of those out of body experiences when creating content with an audience? What’s the deal with that?
All of a sudden, you forget how to type. You can’t find the letter “G”. And you start wondering if you’ve always had this many fingers. The pressure that builds up is crazy.
Then there are everyday occurrences. Such as ensuring that you’re delivering regular pieces of content, with consistent messages. There are times when you wonder if there’s anything new to say, or if your audience is even interested in what you write.
Well, if you’re struggling, here are a few rules to help you write good, consistent copy while keeping it fresh. Let’s get down to it, shall we?
#1 Be original
How does your content set itself apart from all the competition and noise that surrounds your brand? Well, the answer to the problem is to be original.
Getting your brand story straight is vital to being original. Make sure you’re consistent. A good brand story can go a long way to building your brand identity. And using your brand tone of voice will help bring life to your brand’s points of view, as you understand your brand’s mission.
#2 Know your audience
Who are they? Do you know what keeps your customers up at night? Well, do you?
By knowing your customers’ goals and what they care about, helps you create better content for them. As you’ll discover how your brand can help them in their daily lives.
#3 Build momentum
Good content should always have an objective. As a brand, you want to create intent. And so your content should either carry a trigger action or spark an emotive reaction. Your content objective could be as simple as making the customer smile — which would be nice.
If you don’t know why you are creating a bit of content. Then don’t create it. Simple.
#4 Be human
A content writer is communicating your brand mission, its values, its philosophy. Keep your content simple and use the language your customers use. Speak to them in a conversational manner, and give your content personality, empathy, and emotion. Don’t sound like a robot.
#5 Reimagine. Don’t recycle
Are you using the same content for every platform?
Each platform you create content for is different, as it’s used to reach a certain type of audience. Reimagine your content so that it meets that need. Don’t recycle.
#6 Solve a problem
Are you using your content to sell? If so, the chances are that you’ve not produced good copy. Use your content to help solve a problem, share knowledge, help, or make your customer smarter.
Create your content so that it resonates with your customer and adds creative value to the experience and brand. It will position your brand as a realistic, reliable source of information.
#7 Show. Don’t tell
How does your product live in the real world? How will your customers use your product or service? You don’t want to create content that sounds preachy. Good content is all about storytelling. And telling your brand story well.
#8 Do something unexpected
Everyone loves a surprise. What’s not to love about them? Add a touch of surprise and delight to your content to make it jump. Getting your content to go viral can enhance your brand personality — which is always a bonus.
#9 Ignite conversations
Spark a conversation, or trigger an interaction between your brand and its customers. Get them talking about your brand in their social spheres.
#10 Create roots
Ground your content. What’s your brand’s point of view and unique perspective? Allow your content to be shared across social platforms all over the web.
#11 Play to your strengths
What are your strengths? You don’t have to be everywhere. Use the channels that are right for your brand. And do something. One thing. And do it well.
There you have it. A few content rules that can help you with your content creation. Remember content writing should be a fun part of the design process as you’re helping to bring the tone of voice, brand personality to life.
