At The International Writer, we’re fortunate to work on any number of diverse and interesting things that come across our desks each week.
It might be a press release or a website page, a social media post or an online article for a leading retailer.
Our latest job was to write a news story for Edelman and General Electric here on wind turbines and the development of a wind farm at Boco Rock in eastern Australia. It’s fascinating stuff being a content writer and no day is ever the same.
We’re creating an incredible mix of content for our clients which tells us one key thing: it’s more important than ever for a business to vary what it puts out – and where it puts it – in order to satisfy an increasingly content-hungry audience.
So what can you do about it?
Use all of the avenues at your disposal
The great thing about the Internet today is that you can be as creative as you like in getting your message out there via a number of recognised (and often free) ways.
First, figure out what works best for you.
Facebook is king for mainstream content sharing but is it the most appropriate venue for highlighting your latest specialised product or service? A LinkedIn company page might be better or consider the ability to reach mass audiences through Google+ and Twitter. And what about using a blog or news page on your website?
Then, once you decide on the methods for varying your content and getting your message across (and try to aim for at least three or four to ensure good variation), start to consistently use them on a regular basis.
Know what your customer likes and wants
Next, look at the type of information you’re sharing (or want to share) and make sure it has enough variety and relevance to ensure your reader remains interested and engaged.
Instead of posting weekly pieces on how to do this or why to do that, share news about your company or industry, let us know where you’ve been and what you’re working on.
Tell us a bit about your people and why they do what they do. Show and tell – we want to see pictures and graphics, not just text and a wooden tone. Incorporate infographics, audio and video, and include longer, more in-depth posts that your reader (and Google) will prefer.
But don’t just rely on the blog post because there are lots of other ways you can connect and engage with people. Think Google hangouts, Twitter chats, Instagram meet-ups and more.
Keep it fresh and original
Whatever platforms you use and the types of content you share, make sure you keep it all fresh, original and compelling.
You’ll need to revisit existing content regularly and update where you can – tidy up web pages and reinvigorate a blog that appears stagnant. Put out a new press release or review your post scheduling calendar.
And if you’re struggling for ideas or motivation, come back next week where we’ll show you how to fill up your writing well of inspiration.
But keep writing, creating, publishing and sharing. Focus on quality and variation, not quantity and low cost.
Follow some of these rules and you’ll be putting some varied content spice back into your business’s life.