Top 5 Writing Tips for Effective Content
As they say, content is king these days. But communicating your message clearly isn’t always so simple. Every day at CGPR we write press releases, blog posts, articles and more, all designed with a specific end result in mind. The following tactics help us create copy that consistently delivers, entertains and informs.
- Know your audience.
Before putting pen to paper, know exactly who you’re talking to. Is it an internal audience fluent in your company’s lingo? Outsiders who needs context? Industry peers who can comprehend technical information? A general audience in need of the broader picture?
Once you know who you’re speaking to, you’ll intuitively know what tone the piece should take and how to tailor the content so it’s informative and engaging.
- Do your research.
Gather together all the relevant details before you dive in and make sure you understand the topic thoroughly. What essentials does the audience need to know? Are there statistics or research that back up any claims you’re making?
- Have a strategy.
Content for content’s sake is nice and all, but you likely want your piece to achieve something specific. Whether you’re aiming for a reporter to tell a story about your organization, for a donor to sign a check or to drive people to your website, have a goal in mind. In some cases, such as attracting donors or media coverage, you may have to ask directly for what you want. Other goals may require a more nuanced approach.
- Be clear, concise and compelling.
The average person’s attention span is a paltry eight seconds. Make sure you’re using those seconds wisely by writing a compelling, informative lede and trimming your copy of unnecessary information. In most cases, writing for clarity will trump writing for creativity. One rule of thumb we like to follow: keep sentences to 21 words or shorter.
- Have an editor.
Always have someone read your work before you send it out into the world. Typos and grammatical errors can distract from your message and make you seem unprofessional.