How Do You Write Content Like A Pro?

Written By Mike Allison  |  Blog  |  0 Comments

write content like a pro

In this post, we'll look at what it takes to write excellent content, and provide you with some pointers on how to get started writing some yourself.

Online businesses are desperate for content. Content sells products/services, engages an audience, and defines a brand. However, a lot of online content sucks, e.g. of poor quality.

As a content writer, you have the opportunity to establish yourself as a professional content writer by learning how to content like a pro.

We're going to examine how to create excellent online content in this post. We'll provide you with a bunch of tips to help you write some of it yourself.

But first, let's define what content is.

What is the definition of content?

It's hard to pin down the definition of content, since it encompasses such a wide range of subjects. Online marketing uses content to inform consumers about their products and services, using things like blog posts, social media updates, and webpage copy.

Despite the fact that content can come in a variety of formats, including visual information like image slideshows and videos, or even audio material like podcasts, in this article we will use the term to describe written information.

Why is content vital?

Companies must identify what makes them unique and find the right way to deliver content that speaks to their customers' needs.

Andrew Kucheriavy of Intechnic, writes: "The success of your website is determined primarily by its content. Ultimately, content wins the wallets of your customers. All other components of your website (design, visuals, videos, etc.) provide a secondary support role. If you have effective taglines, great design will only enhance their effectiveness. Design itself does not sell."

Beyond helping enterprises increase conversions, content allows them to engage their audiences via their social media channels. By distributing high-quality content to their followers on Facebook, Twitter, Instagram, and other platforms, businesses are able to build their brand and present themselves as industry leaders and showcase their expertise.

Having repeat customers is builds brand loyalty and trust, and this is what helps them maintain their brand identity.

Great content is now more important than ever before for SEO thanks to the development of sophisticated and complex search algorithms by search engines like Google, Bing, and Yahoo.

A few years ago, Google ranked websites based on spamming keywords. Today, Google is much more concerned with the usability and quality of a website. For more information about the importance of great content for SEO, please refer to this article from Kissmetrics.

Great content can be written in several ways.

Following are 6 tried and proven methods for writing content like a pro.  

1. Keep your message concise.

Great content requires conciseness and clarity. Avoid rambling on for hours like a university student trying to meet a word limit, and don't attempt to impress anyone with your sophisticated vocabulary.

You can ensure that your content is clear and concise by following these simple steps:

  • Replace phrases with words. For example, phrases like “the reason for” and “due to the fact that” can be replaced by “because” or “since.”
  • Use active voice. Passive sentences tend to be wordy. To learn about the differences between passive and active voice, click here.
  • Remove redundancies, meaning words that mean the same thing, e.g. “each and every,” “specific details,” and “final outcome.”
  • Remove unnecessary filler words that add no meaning to a sentence, e.g. “basically”, “specific”, “individual”, and “definitely”.

More concise writing tips can be found at The Writing Center.

2. Clarify why your message is important.

Make sure you grasp the purpose of the content you are creating before you get started.

Write down the goal of the content you are composing as simply and concisely as possible (aim for 1 to 2 sentences). Post it at the top of the page you are working on to keep you focused on your goal.

Taking the time to understand the value of what you are doing will help you stay focused and save time in the future.

If you're writing copy, remember that the best copy is all about finding the value in what you are selling and expressing it clearly, concisely, and persuasively.

3. Make your readers feel unique and cared for.

All humans desire to feel unique. By making your readers feel exclusive, you will be one step closer to having them consume your product.

There are several ways to create content that makes your readers feel unique. You can tell your readers that they've been “hand-picked” for an offer or that they have “exclusive” access to an article. 

Here are some examples of companies that make their prospects and customers feel unique:

  • American Express: Membership has its privileges.
  • Google: Invited select users to trial Google+ beta software.
  • Spotify: Used invite-only to reel in new free users and encourage paid subscriptions.
  • The 11K Club: Promoted a limited amount of subscriptions to a club with one unspecified benefit.

4. Write with emotion.

Decisions are driven by emotion. Emotions influence our career choices, our interpersonal interactions, and commercial transactions, in addition to being a key factor in motivating us to act.

Your product or service's features will only get you so far when it comes to converting a prospect. Why? Because features appeal to our logical brain. But purchases are driven by emotion, which is why we cry or laugh when watching a good commercial or call home when we are moved to do so.

Working emotion into sales or marketing copy, particularly for a complex technical topic, can be difficult.

When creating content, focus on the reasons behind your efforts rather than on the product or service's features or benefits.

When you are writing sales copy for a website that sells home security systems, focus on why customers should buy what you are selling, rather than the features. They need your product to protect themselves and their families.

Doing this will help you to make a personal connection with prospects and customers rather than boring them to death with technical details. Here is an example of a great emotional paragraph about WordPress security, taken from an article on Copyblogger.

“My wife and I had that nightmare once. Our dream was taken from us by someone we never met, someone who could care less that the website they ruined for us helped put food in our kids’ mouths.”

5. Urgency.

The best content will inspire people to take immediate action. By adding urgency to your writing, you can provide your audience with the extra push they need to purchase a product or participate in a promotion.

Use words like “now”, “today”, or “final” to create urgency in your writing.

“Those words help reinforce that the offer is only available for a limited time and that they must act soon if they want to take advantage of it,” says Nicki Krawczyk in an article on Filthy Rich Writer.

But there's a warning here. Using these words excessively can make you seem like a sleazy, pushy salesperson. Be careful not to overuse urgency or you may risk turning off your audience.

Here are some excellent examples of words/phrases that create urgency:

  • Today
  • Limited time
  • Now
  • Final
  • End of

Check out this article on The Search Engine Journal for a more comprehensive list.

6. Know who your audience is.

Writing great content is vital if you want to succeed. Even if you master the previous pointers, you will be lost if you don't understand your target audience.

Think like a fisherman. Fishermen vary their bait depending on the fish they want to catch. Carp prefer corn, while crappie respond well to rubber lures. The time of day, water conditions, and season all influence how fishermen approach their prey.

Likewise, spend time getting to know your readers.

Look at other popular websites producing similar content to what you want to publish to learn more about your audience.

When you’re writing for a sports blog, follow other popular sports blogs and note how they publish stories, how they write, how they phrase their headlines, what pictures they employ, and what sources they reference.

Look into some prominent online forums and social media pages that are related to your subject. If you're writing about SEO, you can gain a sense of what your readers are talking about by researching some social networks.

Based on your research, create a picture of your ideal reader and write it down. 

It's not simple to create compelling content. Developing the ability to move people with your writing requires hard work, persistence, research, and plenty of experimentation.

However, the advice we've given above provides a strong foundation to help you get started. 

And if you're over 50 and considering starting out as a freelance writer, check out this post:  How To Succeed At Starting A Freelance Business In 2023 If You're Over 50.