Blogs, social media, and other forms of online content serve as efficient engines for connecting businesses and organizations with the individuals they are trying to reach. We all want to be the gold hidden under all the AI slop. Something that makes people think, or inspires them to change, or makes them laugh. The best part of my job is giving individuals and organizations the power to do that through authentic content.
So, what does that process look like?
1.Idea Generation
When I’m writing blogs for my own website, it remains true that nothing is scarier than a blank page. I am trying to do a few things when I publish: connect with my audience, inspire conversions about online content, and demonstrate my professional skills. I can accomplish at least two of those goals by writing about almost anything. So, how do I choose?
Some people already know exactly what they need, in what format, and when they need it. That’s awesome! But if you’re struggling with what to write about (or even if you think you’re not) I ask you to revisit these questions:
- Who is your audience? Misidentifying your target audience or identifying them only on a surface level without thinking about their connections and goals is a common mistake. If you’re trying to connect with military service members and haven’t considered reaching them through content geared toward their spouses, for example, you might be missing a really crucial connection point. Each person in your target market is an individual with their own circle of people, interests, and passions. When you’re overwhelmed by the group, think of the individual.
- What information does your audience need that they don’t have? There is a reason your customer needs you and your services. Your website or social media account can do the work of connecting the dots for them and setting a baseline of what to expect from you.
- What format will reach them the most efficiently? Short form video or a long form blog post? Instagram or Facebook? One post or three? Drafting content that’s suitable for your primary mode of communication will ultimately optimize your reach.
2. Research
I used the phrase “authentic content” in the beginning of this post knowing I’m pitching a service that means I am writing your content for you. Having help doesn’t make your communication inauthentic! Part of my work is interviewing you about your content goals alongside doing independent research. Unless you’re writing about the best seasonal shape of Reese’s Peanut Butter Cup, I may not already be an expert in your field. That’s actually a good thing.
It’s often the case that being a subject matter expert makes it harder to write in plain language. That’s why I’m here. I can approach your content and goals from the outside and work with you to ensure their accuracy while focusing on their marketability. And the answer is the Reese’s Egg, obviously. It has the highest peanut butter to chocolate ratio.
3. First Draft and Revisions
After research comes writing, and after writing comes feedback and editing. In a project with me, we’ll likely have a set number of estimated rounds of revisions. I’ll send you a copy of my first draft. You’ll leave comments and questions all over it. We’ll discuss, and I’ll explain why I made certain choices. You’ll explain why your subject matter or specific goals require a different turn of phrase.
I love this part. This is where the magic happens. My work becomes something we collaborate on together, and ultimately turns into something we’re both proud to publish on the internet. We high five virtually and send those words into the universe. Done and done!
4. Publication
All of these steps are essential, though in every project they look different. A quick turnaround social media post could take less than 24 hours. A brand pillar blog post could take a few weeks, with multiple rounds of stakeholder revisions.
After publication, if edits pop up or any questions arise, I’m happy to chat. Building good working relationships is something I care about because it’s the key to making and sustaining great content. And hey, maybe Reese’s will come out with a Summer Solstice shape and we need to revisit our whole ranking system. You never know!
I’m always looking to connect with business owners, non-profits, and individuals who could use my help. Please reach out if you would like a writer for your next project!