All of the content planning and strategy in the world won’t matter if your audience isn’t interested in what you’re saying. Over the next two lessons we’re going to focus on how to create content that your audience wants to read and brainstorming good topic ideas. Let’s start by taking a look at what goes into great content.
1. Easy to read – Content needs to be easy to read or understand. That requires a few key elements, including but not limited to:
One main theme per content piece
Subheadings to break up main points
Simple formatting - Bullet points, numbers, and small paragraphs are easier to read.
2. Conversational – As you’re writing or creating your content, consider using your personal voice. Write content as if you’re talking to a customer, peer, or friend. That means using words that your audience understands, no industry jargon, and clearly explaining concepts.
3. Provide value – Before you sit down to create any piece of content, whether it’s audio, video, or written, ask yourself one important question: “What is the benefit to my reader?” Why will they pay attention, read your content, and consider it valuable?
4. Use the word “You” - When you’re creating content, write to your audience. Make them feel like you’re writing just to them. You can accomplish this by being a bit informal and using the word “You” in your writing.
5. Be likeable – Share personal stories and examples and get involved in your content. Show your audience that you care about them and engage in a little authenticity and transparency. You’ll connect with and engage your audience on a different level.
Creating content that your audience wants to read can take time. It’s also important to pay attention to how your audience responds to your content. We’ll talk about analytics later.
For now, consider creating a few pieces of content. Write a rough draft and begin getting a feel for your voice, style, and content creation personality. In the next lesson we’ll take a look at how to come up with good content ideas.