{"id":26739,"date":"2017-05-18T09:32:55","date_gmt":"2017-05-18T13:32:55","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=26739"},"modified":"2020-02-26T14:31:38","modified_gmt":"2020-02-26T19:31:38","slug":"how-to-write-great-content-that-works","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/how-to-write-great-content-that-works","title":{"rendered":"Write great content that works"},"content":{"rendered":"\n

Good content can be an excellent marketing tool and a way to educate others about your business. These tips will teach you how to write content that gets noticed and remembered by readers for all the right reasons.<\/p>\n\n\n\n

Make it original<\/strong><\/h3>\n\n\n\n

If your content isn\u2019t original, why would anyone stop to read it? Why would they want to share it with their friends? You need originality to make your content stand out to your readers. Original content offers a point of difference that readers love.<\/p>\n\n\n\n

Search engines will also reward you for your efforts. Popular search engines like Google penalize sites with duplicate content by ranking them lower than those with original copy. If you want to be seen, your content must be unique.<\/p>\n\n\n\n

Remember, being original is about doing more than resisting the urge to cut and paste press releases. Original content is creative content that tells readers something they didn\u2019t know before or delivers an alternative point of view. Original content entertains, makes people think, or otherwise moves them. It\u2019s shareable, which is a real benefit to your business because it gets the word out to a much wider audience than you might imagine.<\/p>\n\n\n\n

Make it actionable<\/strong><\/h3>\n\n\n\n

Great content inspires your readers to do something. In this way, it stays with them after they\u2019ve read the last sentence. It might offer tips about how to do something or tell them about an issue that they might want to pursue with their local or national politicians.<\/p>\n\n\n\n

While calls to action can be appropriate, they can also seem forced or cheesy. Some of the best content lets readers make up their own minds about what to do with what they\u2019ve learned. This approach shows that you respect your audience and trust them to use your content appropriately.<\/p>\n\n\n\n

Engage your audience<\/strong><\/h3>\n\n\n\n

Great content leaves your readers hanging on your every word. It doesn\u2019t make them want to skim or skip bits. Instead it compels them to keep on reading and take it all in.<\/p>\n\n\n\n

Engaging content begins with a great introduction. This is the hook that starts your readers on their journey through your content. If your piece doesn\u2019t grab them in those first few lines, they\u2019re unlikely to read on.<\/p>\n\n\n\n

Anecdotes, whether about real people or imaginary figures, can add color to a piece of content. People are naturally drawn to human stories so they can be a powerful method of engaging an audience.<\/p>\n\n\n\n

Questions are a great tool for engagement because they encourage independent thought. They inspire readers to think about what they\u2019ve read and apply it to their own experiences and understanding.<\/p>\n\n\n\n

As an added bonus, it\u2019s worth noting that search engines notice when content inspires a lot of comments. It understands that this piece is engaging and prioritizes it in its search results.<\/p>\n\n\n\n

Give your readers answers<\/strong><\/h3>\n\n\n\n

The purpose of any search engine is gathering content that delivers the answers to questions that users have. When someone visits your content, you want it to answer questions.<\/p>\n\n\n\n

Studies suggest that most readers spend just 15 seconds or less reading a piece of content. That suggests that they don\u2019t just want to find answers to questions. They also want to find them fast. The onus is on you to help them.<\/p>\n\n\n\n

Your content should be easily scannable so that readers can find the information they need quickly. Breaking your work into paragraphs and subheadings is helpful. You can also use tools like bold type and bullet points to improve scannability.<\/p>\n\n\n\n

Content writing strategy<\/h2>\n\n\n\n

To write content that works, you need a good content writing strategy. Follow this plan to create the best content for your organization.<\/p>\n\n\n\n

Focus on your headline<\/strong><\/h3>\n\n\n\n

The headline is the first element of your content that most people will see. In fact, studies suggest between 60 and 80 percent of people get no further than a headline. You can increase the chance your readers will look past your title if you make sure it\u2019s good. Also note that when content is shared on social media, other users see little more than the headline. If it\u2019s not compelling, social media users won\u2019t want to click through.<\/p>\n\n\n\n

Your headline creates a first impression, helping readers judge whether they\u2019re interested in reading on. A good headline makes the reader curious about what the rest of the article will reveal. They engage readers in just a few words so they can\u2019t help but continue.<\/p>\n\n\n\n

Copyblogger suggests copywriters consider the \u201cfour Us\u201d when writing headlines. Your headlines should convey one or more of the following:<\/p>\n\n\n\n