The majority of content marketers are (hopefully) familiar with the most common tips to improve their writing. Things like using adjectives, active voice over passive voice, avoiding jargon, being concise, focusing on inclusivity and editing your content are practices every content creator should already be implementing into their writing process.
There are, however, some out-of-the-ordinary writing tips that are just as important for content marketers to be aware of. In this blog post we discuss 10 noteworthy writing tips guaranteed to take your content marketing from bland to brilliant.
- Keep a list of mistakes you often make.
Even someone like me who writes and edits for a living sometimes struggles with aspects of writing and the many rules involved. For example, commas are the bane of my existence. There are just so many rules! Even though I’ve taken numerous classes on writing, the rules for commas just seem to flit in and out of my brain. Since my livelihood depends on being able to edit these commas correctly, I have sticky notes all over my monitor with the various rules and when to use them. It’s not pretty, but it’s useful when I’m reading content and need to stop and ask myself if the comma after that introductory phrase is needed or if that comma splice is troublesome (the answer is yes in both cases).
In terms of content marketing, your list might include what is needed in a blog post for SEO, a reminder of how many characters are allowed in a meta description or a caution that your company doesn’t use the Oxford comma. Find a way to make whatever consistently trips you up visible when you’re working on your content. The more times you read these writing tips, the better the chances you’ll cement them into your brain, and they will become second nature.
- Let your writing rest and then edit.
I am someone who utilizes the strategy of writing whatever comes into my head and then improving on it during the editing process. I find it easier to get something on paper (or rather, the screen) than agonize over the perfect metaphor or phrase. This practice, however, tends to produce some pretty questionable first drafts. As such, I find it necessary to wait a bit before I dive into the editing process. For me, that means once I’m finished with the first draft of an article, I let it rest until the next day to begin revising. This ensures my brain is fresh and ready to tackle the content head-on.
Since content marketing is such a fast, deadline-driven field, it might not always be practical to step away from content for an entire day before editing it. But if you manage your time well, you should be able to find even a short amount of time to step away from your work so you can look at it with fresh eyes later on. Even if you’re only able to give yourself 10 minutes, it really gives your brain a chance to reset and recharge.
- Edit like crazy.
One way to improve your content marketing is to edit like crazy!
Most of the time when someone mentions editing, they are talking about edits for grammar, spelling or punctuation. While that is a very significant part of the editing process, this writing tip speaks more specifically to the content itself. Writers on the whole tend to be sensitive about their craft. We are proud of what we’ve written, so much so that sometimes it feels like the writing itself is actually an extension of ourselves. Consequently, it can be difficult to look at our writing objectively and even harder to force ourselves to get rid of the filler. While I don’t often have this problem myself (remember, I admittedly start with subpar writing to begin with), I do understand it well. The key to editing your work is to look at it and ask yourself if everything in it provides value of some kind to the reader. Does that beautiful description of the tree in your backyard help your reader understand your story about building relationships? No? Cut it. Do the three paragraphs of detailed explanation about how your product works confuse and overwhelm your reader? Yes? Take it out.
In content marketing, this idea is especially key. Your goal is to establish a relationship with your target audience. You want to catch their attention quickly and hold it long enough to convey your idea, product or service to them. As such, brevity is important. There may be times when longer descriptions are needed and appreciated (a blog post for example), but in general, your content marketing should be clear and concise, and editing like crazy is what will get you there.
- Be direct.
Say what you mean to say. It’s really that simple. Unless you’re writing an allegory poem or a long, drawn-out Victorian novel, remove the fluff and speak directly. This really goes hand in hand with the advice above about editing like crazy. Good writing is clear and concise. The reader knows exactly what you’re saying and what is meant by it. Simply remove unnecessary adverbs, prepositional phrases and paragraph-long descriptions of what something smells like. They take up space and they weigh your writing down. As a Master Class article reminds us, “Say exactly what you mean in the most direct way possible.”
This writing tip is essential in content marketing, where space is at a premium unless you’re writing a long-form blog post. In most cases your audience isn’t interested in hearing every single tiny detail of your product or service, and many platforms limit the number of characters you’re allowed to use anyway. Don’t dance around the topic; be direct and leave it at that.
- Read.
One writing tip to improve your prose is reading as much as possible!
People have asked me before for writing tips to help them improve their process. To me, reading and writing go hand in hand. Yes, you can improve your writing by learning specific genres, the rules of punctuation and grammar, using spellcheck and consulting style guides, but to really understand the ins and outs of the art of writing, you really need to be a reader. There’s just no substitute for consuming numerous amounts of published works by highly accomplished writers.
You are not doomed, however, if you truly aren’t someone who loves to read. In the content marketing field, I don’t think it’s super imperative that you sit down and educate yourself on all of the classics immediately (though please do if you so desire). Instead, it would be helpful to regularly read articles on content marketing. Learn from others in your field, what they’re talking about and how they format their words and phrases. Even a short blog article can provide some sort of writing tip. HubSpot is a great place to start if you’re looking for inspiration.
- Be teachable and humble.
I firmly believe that the opportunity to learn is never-ending. There is no person on this planet who knows everything there is to possibly know. At times, however, we may feel that we are beyond such learning. This is especially true when we’ve been in our positions for an extended period and are considered experts in our field. Like everything else in the world, writing is constantly evolving. While the majority of punctuation and grammar rules won’t change often, there are times when rules are updated. What you were taught in high school or college may not still be true today. Additionally, new words and phrases are added to our lexicon every year, and we’re always learning new ways to use inclusive language. You as a writer need to be open to learning new things and willing to admit when it’s time for you to change.
This is especially important in content marketing when you’re creating copy for your clients. What attracts readers one day might not the next. You have to be constantly on your toes, learning new tactics for your writing that will draw the attention of your target audience. If you’re not open to being teachable, you run the risk of letting your content become stale and irrelevant.
- It’s not about you!
This is a hard one for writers to accept. Writing is so deeply personal, and for many of us, putting a piece of writing out into the world feels like giving a piece of yourself to the reader. While that may be true in some sense, it’s important to remember that writing is also about the reader. Your writing serves a purpose in their lives, and you need to consider them in the writing process. If it’s too difficult to think of your writing as for the reader, at least try to consider the reader as a partner.
This writing tip is perhaps the most important in content marketing. Your entire goal of creating content is to establish a relationship with your target audience. It doesn’t matter what you want, it really only matters what they want. It can be hard to adjust your thought process, but once you’re able to it makes writing so much easier.
- Outline.
Even though I admittedly begin my writing by typing a flow of consciousness, there is typically some sort of organization to it. I rarely will begin writing without having some sort of outline written down about what I want to cover and what details I want to include. This helps me to organize my thoughts and does tend to make the editing process less arduous, since everything I’ve written is connected and has a purpose somehow. Your outline doesn’t have to be incredibly detailed (though it can be). The point is to get your thoughts on paper (or in an app or on the computer) prior to beginning your project.
In content marketing, outlining before beginning to write any copy is incredibly helpful. Everything you post or write should have some sort of value to the target audience, as such you need to be purposeful about what you share with them. For content marketing, there are several things you can do to help organize your thoughts. Having a content calendar will help outline what you want to talk about and when for your social media posts, and a blogging calendar (and then outlining each blog post) will help you keep track of the ideas you want to share.
- Don’t write while angry.
Whenever possible, don’t write while angry — it seeps into your content marketing.
This writing tip might sound a little strange, but it’s really important. Your attitude bleeds into the tone of your writing, so even if you don’t mean to, how you are feeling while you write something will inevitably show up somehow in your prose. What do you do when you can’t help but write while you’re feeling less than enthusiastic? Take a step away if possible. You may not be able to completely ignore writing while you’re upset, but you should be able to step a way for a few minutes to calm yourself down and begin again.
How does this translate to content marketing? Tone is everything in marketing. You simply cannot let your attitude change the voice of your writing. Your audience will notice. This goes for social media posts, blog articles, e-newsletters and especially emails with clients. Stretch, take a walk, do some jumping jacks, have some tea – do whatever it takes to snap you out of your mood and be able to fully concentrate on your task at hand.
- Change locations.
While it’s good to have an area set up where you normally complete your work, having other spaces you can take your writing to can sometimes help with writer’s block and can even spark creativity. Try a new local coffee shop, the library, even a neighborhood park. A new location does wonders for your energy level and your brain.
This is especially important for content marketing since you’re responsible for creating so much content. It can be a struggle to come up with creative ideas day after day. The simple idea of a change of scenery can help you a lot in the long run. Plus, it gives you access to coffee!
Do You Need Help With Your Content Marketing?
Writing comes easy to some and is much harder for others. But with practical tips and lots of practice, anyone can improve. If you find yourself struggling with creating content for your business, contact us at Three Girls Media. Our experienced team of writers is ready to help elevate your marketing materials. We offer a complimentary no-obligation consultation with our CEO, Erika Taylor Montgomery. Reach out to us today to discuss the specific needs and goals of your business!
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