A 7-Step Guide to Writing Content That Converts

60% of marketers report that hiring marketing content talent is “somewhat difficult,” according to a Kapostsurvey. Understandable. If it were easy, everyone would be doing it. If the thought of content writing intimidates you, follow these 7 steps. Whether you do the writing yourself, or hire a writer, you’ll be closer to publishing content that leads your audience through the marketing funnel towards a purchase.

Content Writing Step #1: Know your audience

Good marketers know that audience is important. Great content marketers understand just how vital it is to gain as much deep insight into their audience as possible. Don’t just ask what their title is, or what size company they work for, dig deeper:

What are they hoping to achieve in their careers?
What are their biggest barriers to success?
What do you want them to feel after reading this piece of content?
What kind of kids were they?
What appeals to them: Do they love nostalgia? Or are they more in tune with current events?

Content Writing Step #2: Do your research

Come to the table prepared. Interviewing a Subject Matter Expert (SME)? Stalk their social media profiles and Google their name. Watch YouTube videos of their TED talks, read their blogs. Your thoughtfully prepared questions will not only impress the interviewee, they’ll show your client that you’re interested, that you care, and that you’ve come to play.

Content Writing Step #3: Find a theme that works

When we’re truly excited about the work we’re doing, it shows. So what to do when the topic is highly technical and difficult to understand, much less enjoy? Find a way to relate it to something you can wrap your head around. I watched one writer struggle through understanding a very technical topic until one word from an expert caught his attention – exploration. It was something he could understand and sink his teeth into. He took that one word and ran with it, creating a theme that built on the analogy of adventure and exploration and within a few days had written an eBook that drew readers into an adventure they couldn’t resist. It also gave the designer an idea she could grab hold of, and the result was a massive success.

Content Writing Step #4: Write simple

Kapost reports that 5% of marketing teams surveyed said the main quality sought in content marketing hires is strong writing and editing skills. Fact: Big words don’t a smarter person make. You might be able to impress them at first with your big talk and your industry lingo, but it won’t last. Early in my career, a mentor told me that if someone can’t explain something complex to you in one sentence, using plain English, they don’t know what they’re talking about. It’s true. Take that advice, and be sure you can do the same next time you’re tasked with explaining a complicated subject. Which leads me to #5. Next time someone explains something to you with lingo and words you need a dictionary to understand, don’t be afraid to …

Content Writing Step #5: Ask questions

Clients really just want to know that you hear them, that you understand what they’re telling you. There is some really technical stuff out there and they don’t expect you to know it all after the first meeting. If your fear keeps you from asking questions, you’ll only serve to under deliver when you hand over the first draft. Remember what your teacher told you all those years ago? It still holds true today: asking questions is a sign of intelligence. It shows you’re paying attention, that you’re interested, and that you want to do well. Once during a call with a new tech client I was getting lost. Really lost. I finally had to speak up and say, “I’m sorry, guys, but… I’m a writer. Can you break this stuff down for me?” I got a laugh, and an apology. And then the client explained in plain English what he’d been saying. It made a huge difference in my understanding, and more importantly, in the outcome of the content pieces I wrote for them (an eBook, infographic, presentation, and video script).

Content Writing Step #6: Add credibility

Use examples, case studies, thought leader quotes, Q&As, and/or research that will give your content credibility. Always aim to include statistics from reliable, well-known sources to back up your claims. And always site your sources.

Content Writing Step #7: Tell them what you want

Content without a CTA (call to action) doesn’t lead anywhere. Don’t expect your audience to understand what it is they’re supposed to do after reading your content. Make it easy for them – end every piece of content with a CTA. It doesn’t have to be a big ask, in fact, baby steps can make their trip through the funnel a little less intimidating. A few to consider:

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Remember, you might be able to punch out a quick blog post or 800-word article without too much thought, but that’s not going to drive numbers or impress anyone. Why not spend the extra time to do some background research? Find out what’s missing in the space, what’s trending, what subject lines are the most clickable, dig for interesting facts, and put your own spin on the information for an angle that hasn’t been heard before.

Great content adds value. And at the top of the funnel, that means awareness, thought leadership, and entertainment. Sales is a long way from the top of the funnel. But if you do it well, it’s all down hill from there. Interested in learning how content can help you reach your objectives? Let’s talk!