How to Create Great Content
19th April 2016

We’ve all been there. You’ve got to write some content, it needs to be done, there’s a deadline looming after all. But no content comes.

You wait, hoping a great idea is just going to pop into your head, but it doesn’t and you wait some more. Before you know it it’s lunchtime and that blank screen is staring back at you.

Let’s save time and money and create some great content that you enjoy writing and your readers are interested in reading.

Get It All Down

OK, so before you shudder at the word mindmap, think of the first exercise as a creative brainstorm. When we’re in meetings or just trying to problem-solve in the office, however, big or small it may be, we naturally start running through the options available to us. And that’s what you do here.

Jot down these headings and any other that you can think of:

  • Who is/are your audience/s?
  • What products/services do you offer?
  • Where do you provide these?

Now, you might have something like this….

  • People needing a solicitor
  • Legal services covering family law, employment law and property law
  • Hampshire

Right, so how does this help?

Although on the surface of it this doesn’t look like a pretty inspiring exercise, through doing it you get several subjects that you can then look at in more detail…

  • People choosing law firms
  • Family law
  • Employment law
  • Property law
  • Hampshire

Don’t panic, this all leads onto the next tip…

Grab your Audience

Once you’ve got these subjects down on paper, you can then start to think about what your audience would like to hear. And it all comes down to fiercely avoiding the hard sell.

There are four purposes to writing:

  • To inform
  • To entertain
  • To advise
  • To persuade

And they should be used in equal measure. Constant blog posts, social media activity and articles boasting about your brilliance screams ‘buy buy buy’ and just turns people ‘off off off’.

Instead, focus on the value you can provide them…

So a blog relating to people choosing law firms could be an informative pros and cons write up on why people should use a solicitor over alternative free advice or a tongue-in-cheek blog highlighting your brand’s personality to keep your audience engaged.

Subjects around the products and services that you offer are probably the easiest to get great content on…

In our example, the best bet is to see if there are any(which there almost always is!) trending topics, updates and development or newsworthy content. So if you’re a law firm specialising in family law, employment law and property law, then any recent information relating to legal changes can be re-purposed to fit your business, style and tone.

For information on style and tone, check out last week’s blog on 3 Tips to Brainstorming Social Media Adverts.

In you want to write a blog to highlight where you offer your products and services, then why not look to be at the heart of your local area with entertaining or informative blogs on what’s going on in your local area. Or, if you’re involved in any local charity events or anything in your local area such as networking then this is a great way to get your location in as an SEO keyword and draw more visitors to your blog.

Extra help…

If you’ve tried this process and the ideas are still not coming as quickly as you’d like, then using a variety of tools to pull together existing content and covered topics is a great source of inspiration.

Website and tools that I use on a regular basis to get those creative juices flowing include:

Happy Writing!

If you’re looking for a writer to lend a helping hand, then get in touch with us today for a free consultation.

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