I'm on a mission to stop people from writing boring things. The internet is already full of politics, sensationalism, and click bait.
The last thing we all need is something that nobody wants to read.
Even if you're not a writer, it's possible to write something that other people find interesting.
Are you struggling to figure out what to write about? It's hard to write for yourself, and even harder to write for your company. Put on your thinking caps and let me guide you through the process of writing content that people want to read.
The tone of voice comes from you, not the company.
The first big mistake companies make is that they try to write the blogs from the companies tone of voice, and in the end, it never feels right. It's like you're having an out of body experience trying to write from the perspective of someone else.
You are writing as a representative of the company. That means the tone of voice for the article, is you. Sure, that means you have some other guidelines to write, but in the end, write the article as if it comes from you. It should have a lot of "I's and "We's" to make it impactful.
This strategy is still accurate for large companies as well. Just because you're an enterprise company, that doesn't mean you're exempt from writing an article that comes from your perspective.
Start with a personal story.
Struggling where to start? Writer's block before you even type the first word?
Start by sharing a story that you're intimate with and then combine it with business lessons learned, and now you're on your way to creating something people want to read.
Nobody wants to hear general advice. They want to hear stories. They want to listen to what you've learned from them. They want to make themselves better, and the best way to do that is by learning from other people's mistakes or experiences.
The best content strategy is say something when you have something to say.
Q: "What's your content strategy?" A: Not calling it content. Not thinking of it as content. We write when we have something to share.-- Jason Fried (@jasonfried) August 3, 2017
If you have nothing to say, don't say anything. Have you ever seen an article on a company blog and it's usually something like "Top 5 Reasons You Should Invest in Small Business Insurance?" And it's no surprise that an insurance company owns the blog. Nobody wants to read those types of articles.
When you have something to say, say it. You don't have to be sensationalist to get attention, but you do you have to say something provocative.
Also, if you're taking weeks to come up with a content marketing strategy, it's probably going to fail. Trust me: I've tried it before. I came up with a whole comprehensive plan. It failed before it even started.
I learned a lot from that experience, and now I'm trying to help others not make the same mistake that I did. To get more loyal readers, you have to write consistently on message.
A big mistake writers make is that they write about a variety of topics that aren't related to each other. It's okay to do this, but don't expect to get loyal readers if you keep changing your audience.
The featured image should also be interesting.
Trust me when I say that there is no shortage of pictures with people typing or writing on a boutique notepad. I had plenty of options, but instead, I chose the image that is relevant and grabs your attention.
To write passionately, write about something that bothers you.
Have you ever been in the kitchen with co-workers, and you find yourself complaining about something in your industry?
You, my friend, just found something to write.
Of course, you shouldn't name the article "Why X thing sucks." The angle can be about what's wrong with the current situation, and what your suggested solution is.
If you write it from your perspective and tone of voice, other readers will appreciate it and engage with your content.
To come up with ideas, think like a child.
When you were a kid, did you struggle with things to talk about? Not a chance.
As adults, we have plenty of things to talk about, but when it comes to putting it on paper, for some reason, we don't write the way we would talk.
In summary, articles you write don't have to be boring. Even if you're writing on behalf of your company, it doesn't matter.