Crafting Content Beyond Proper Writing & Grammar

What else matters in content aside from proper writing and grammar rules?

Many content creators focus first and solely on proper writing and grammar rules but fail to consider other important factors that contribute to the effectiveness and success of their content.

Writing for public relations and media is much different than writing for blogs and social media. 

The goals and the audience for each are different. 

Ultimately it’s about the audience you are targeting. A media journalist for PR coverage is much different and has different requirements than the person scrolling on social media or the business owner reading a blog to learn how to get something right in their business.

Don’t get stuck in your niche. 

For instance, PR folks might always write in a formal tone, whether it’s for a whitepaper, blog, social media post, or a PR release. 

On the other hand, marketers have a habit of adding calls to action in all their content, even when it might be better without one.

The key is knowing when and where to apply different styles and tactics. And that depends on your audience and where you are reaching them.

Of course writing well is important, but it’s just the beginning. 

To truly engage your audience and achieve your content goals, you need to go beyond the rules. 

Let’s delve into the essential elements that make your content attention-grabbing, compelling, and valuable.

1.  Attention-Grabbing Titles and Headlines:

The title or headline of your content is the first thing that catches your audience’s attention. Make it intriguing, informative, and relevant to your target audience. 

For social this is the first linke of text (the hook). For your blog it’s the headline. Email – it’s your subject line. 

Experiment with different headline formulas, such as using numbers, asking questions, or promising a solution. Encourage readers to click and explore further.

Use pain points here to capture attention.

2. Delivering on the Promise:

Always deliver on the promise. Your content should live up to the expectations set by your title or headline. 

Provide valuable insights, actionable advice, or entertaining stories that resonate with your audience. Ensure your content offers a clear benefit or solves a problem for your readers. 

Avoid clickbait or empty promises that disappoint your audience. You want them to come back and trust is how you do that.

3. Backing up Claims with Examples and Stats:

To establish credibility and build trust, support your claims with relevant examples, case studies, user generated content or statistical data. 

This not only enhances the quality of your content but also helps readers understand the context and relevance of your message. 

Incorporate concrete evidence whenever possible to strengthen your arguments.

4. Visual Appeal:

Don’t underestimate the power of visual elements in your content. 

Include eye-catching images, videos, infographics, and interactive media to enhance the appeal and engagement of your content. 

Well-placed visuals break up text, make complex concepts easier to understand, and leave a lasting impact on readers.


5. Storytelling Techniques:

Stories have the power to captivate audiences. Whether on social, in a PR piece a blog or email.

Weave narratives, personal anecdotes, user generated content or case studies into your content to create an emotional connection with your readers. 

This helps make content more relatable, memorable, and impactful.


6. Formatting and Readability:

Pay attention to formatting your content for optimal readability. 

Use subheadings, bullet points, numbers and short paragraphs to improve scannability. 

Choose an appropriate font, line spacing, and leverage white space to make your content visually appealing and easy to consume. 

Formatting plays a crucial role in keeping readers engaged.


7. Authenticity and Voice:

Inject your client’s unique voice and personality into the content. 

Be authentic and genuine in writing to build a stronger connection with your audience. 

Develop and identify the company’s writing style and find their voice to create content that stands out from the crowd. 

Embrace the company’s individuality and let their defined personality shine through.

Yes companies should have a personality, tone, style and feel.

8. Appropriate Call to Action (CTA):

Depending on the distribution channel and your content’s purpose, include a relevant call to action that encourages your audience to take the next step. 

It could be subscribing to a newsletter, sharing the content on social media, downloading a resource, or engaging in a discussion. 

Tailor your CTA to align with your content’s goals and the desired outcome for your readers.

And remember there doesn’t always need to be a CTA. Sometimes taking from a blog to create a post for social media that’s “click-free” will be what your audience responds to best. 

Test it out.

9. Strategic Use of SEO Keyphrases:

While focusing on engaging your audience, don’t neglect search engine optimization (SEO). 

Research and incorporate relevant keywords or keyphrases throughout your content to improve its visibility in search results. 

However, ensure that the integration feels natural and doesn’t compromise the readability or flow of your writing.

SEO is not the focus, your content and audience comes first.

10. Purpose of Content:

Determine the purpose of your content. 

Lead generation content aims to capture information and thought leadership is meant to drive conversation and engagement. 

Remember context on each platform matters. 

A user on LinkedIn is scrolling LinkedIn with a different mindset than when that same user is on TikTok or Instagram. 

How you present the content matters on each platform – what is your users mindset? And what is the purpose of your content for that platform.

The purpose of a blog, a social post and PR are all different. Again different audiences, or maybe even the same audience but on a different platform. 

So, next time you sit down to create content, remember to go beyond the basics and create something truly exceptional.

Craft content first for the audience then, be mindful of where you are meeting them with this formation (what platform). 

Then pay attention the essential elements that make your content attention-grabbing, compelling and valuable.

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