Content writing is a skill that takes time and practice to master, but you can learn to do creative content writing with tips from a professional. Look for opportunities to do creative content writing for businesses in your community. Content writing for local businesses can be a good way to build up your portfolio, as well as earn side income.
Creative content writing has a number of layers. It can be intimidating, especially if you’re being asked to write outside your comfort zone. It can be especially scary if you’re just starting out as a creative content writer. That’s why I decided to write this book to help you get started.
Effective Content Writing
Although there is no secret formula for writing high-quality content, these are several tips that can help improve the quality and quantity of your written material:
- Write a Head-Turning Headline. The headline determines whether audiences will read the rest of your work. If the headline doesn’t spark interest, stir an emotion or make the reader want to learn more about the topic, you simply won’t achieve the desired results with your content. Walker Sands’ professional copywriting services take the guesswork out of generating effective headlines by using proven techniques and traffic-driving strategies.
- Create a Hook That Grabs Their Attention. You have three seconds to keep readers hooked after the headline. The first sentence also plays a role in determining whether they read the rest of your content. As a result, it should capture the reader’s attention and smoothly lead them into your first point.
- Do Your Research. You must have extensive knowledge on the topic you’re writing about, especially in the B2B market. Include statistics, data and metrics to establish credibility and support your claims.
- Focus on a Single Purpose. You should identify at least one key message you’d like to convey before you create your content. Keep this in mind when writing and tie your content back to the main point as much as possible.
- Write in a Unique Voice. The content you publish is the voice of your company and it should be unique to your company’s personality. It’s important to align the tone of your writing to your target audience, business goals and brand persona.
- Optimize Digital Content. The best digital content often consists of short paragraphs, short sentences and bulleted lists. Digital content should also be optimized for search using SEO best practices and the latest SEO content strategies.
- Edit Your Work. After you have created a first draft, go back and consider how you might polish the rough edges of your writing. In most cases, writing improves as it goes through a round or two of edits—even when it has been drafted by experienced content creators.
Ways to Create Creative Content That People Read and Share
Identify Your Audience Before You Create Content
Figuring out who your audience is should be at the core of your content strategy. You’ve likely already integrated a lot of this approach into your business, but you’ll need to take it a step further.
In a recent blog post, I talked about buyer personas and how they can help you fix your target on specific audience members. To succeed here, you need to have a clear idea of who it is you’re going to create content for. Getting a better sense of your audience also makes appealing to their curiosity much easier.
Buyer personas let you craft an imaginary audience member with a specific background. They should have personal goals, lofty dreams, and specific hurdles they have to jump in their day. Once you have a few of these buyer personas, you should keep them in mind when creative content writing.
2. Variety is the Spice of Life In Creative Content Writing
When approaching creative content writing, don’t keep churning out the same sort of post over and over again. If all of the content you create ends up sounding the same, you’ll drive people away in a heartbeat. How are they supposed to feel curious about content like that? According to Entrepreneur.com, your audience wants to see variety, no matter what kind of website you’re running.
Don’t just vary your message; post lots of different types of articles, videos, podcasts, and infographics. Keep mixing it up, so that you’ll attract people who absorb information in all different ways. Create content that continually keeps people guessing! As long as the subject matter is of interest to them, your audience will appreciate the variety.
3. Keep It Simple, Smartie
You’ve probably heard of the KISS principle. I’ve altered it a little to better reflect the intelligence level of my audience.
What? You think I’d call you “stupid”? You? Never!
Despite the fact that we all know our readers are incredibly intelligent people (*nudge nudge*), we still need to keep our content simple. Why? Readability.
Despite the fact that your audience is showing up to your content to read, most of them will try to read as little as possible. Most of us have a lot on our minds on any given day; we can’t handle heavy reading.
Create content that’s not only easy to read, but easy to navigate. By keeping it simple, you avoid driving people away—which you’d probably do by calling you audience “stupid”. That’s why I’d never do such a thing!
4. Make ‘Em Laugh
See what I did up there? That’s what we like to refer to as “humor”. Your audience will love it if you two were to get better acquainted!
Do you remember the last piece of creative content that you shared with a friend, family member, or colleague? Most of us can remember laughing at some meme online and tripping over ourselves looking to share it with others.
We like to share things that make us laugh. Why shouldn’t we take that same approach to our content?
You may not think your content type is humor-appropriate, but I’d wager that any type of content can have at least a few smile-worthy moments. Trust me: B2B businesses can sneak in a bit of a humor. Even if it’s just a bit of witty banter, keep funny at the front of your mind when you create content. Everyone is more likely to share something that made them laugh!
5. Creative Content Writing with Heart
There’s another thing in the same realm that influences whether or not we share something: whether or not a piece touches us. If something makes us sad, angry, proud, or any other emotional response, we want to send it out to others so they can feel it too.
Make readers feel. Engage them on an emotional level, and they’ll feel personally responsible for spreading your content.
Don’t mistake me: you should never try to “trick” your audience into feeling. When you create creative content, your material should always be genuine. The best way to emotionally engage your audience honestly is to focus on topics you feel strongly about and channel that emotion. If you feel strongly about it, your audience will become curious as to why you feel so passionately and do their best to understand why. In understanding, they will begin to feel strongly, too.
Content Writing Examples and How-To Tips for Website Articles
Lesson 1: Power up video text
U.K.-based web designer Purplefeather created the powerful Change Your Words, Change Your World video. In it, a four-word plea (I’m blind. Please help.) is changed into a nine-word sentence (It’s a beautiful day and I can’t see it). The text transformation generates far more compassion.
Since its 2010 debut, the video has been viewed over 24.7 million times and received thousands of comments on YouTube.
Lesson 2: Create something that must be read
In 2013, the National Agency for the Fight Against Illiteracy in France earned accolades for its print ad campaign. Viewers had to read the ads to discover what they were really about – not only creating awareness of the fight but also demonstrating the actual value of literacy.
Lesson 3: Get to the point
Visual content is a useful vehicle for your messaging. Market Domination Media took a meta approach to explaining why infographics work by creating an infographic. Note that the text is minimal and gets straight to the point, stressing facts over long descriptions.
The first thing that comes to mind when you think of content writing is how creative it might get. People write content all the time and are always looking for something new and unique to write about. This makes it hard for beginners because they have no idea where they should start their search for unique content topics.