I’ve spent this entire chapter discussing how to collect data that will help you create content that is relevant and valuable to your target market.
However, you can have the best information available for your niche, but you still need to put that information into a format that will speak to your market.
In the next chapter, I will discuss creating and publishing your content across various channels; however, at this point I want to talk briefly about the importance of persuasive writing to content creation.
People’s low level of engagement today is partly due to information overload. As a content creator, it is not good enough to simply write articles. Every post and every page on your website must grab your audience. Each piece of content must be written as a story, so the reader will want to follow it from beginning to end. Great content marketers are excellent storytellers, and at least decent copywriters.
I strongly recommend that during this process of gathering data about your market, you invest time and money into improving your writing skills as well. You should look into a general writing course, even if you took one in school, as well as a copywriting course.
This is another area where I could have done better. I became a better writer by writing a few hundred articles for engineers and a book, which I self-published. I paid for an editor on all of my early articles, which was very costly, at least $100 per month, which is a lot when you are on a budget. My book Engineer Your Own Success, was — from the standpoint of grammar and flow — mediocre. However, it was picked up by a major publisher who helped me greatly improve it. Their feedback made me realize how much I had to learn.
If you are on a budget, I recommend finding a low-cost writing course online where you have to submit writing assignments to keep yourself accountable. Also, take a course or read books on copywriting. I purchased and read all of the e-books on the CopyHackers website, which were absolutely invaluable to me.
Your ability to craft engaging and persuasive content is critical to the success of your brand.
Checkout the writing and copywriting courses online now or start with an e-book.
Author of The Content Marketing Equation