How to write great content

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This guide will be helpful for anyone who creates business content: landing pages, articles, newsletters, demo videos, case studies, tutorials, help center articles etc.

TLDR; understand your target reader, promise a change, be authentic and concise.

Before writing

know your goal: lead to the action that you want your reader to take

start with a bullet list with facts: numbers and dates, links, events and stories; base your copy on facts; there’s no good content without facts or story

choose your audience: write a message to a specific person, a specific client you worked with; avoid generic messaging

Follow fundamental copywriting rules

in business writing, assume that no one ever wants to read your texts - you need to win readers attention

write as simple and short as you can; use 7th-grade vocabulary, don’t use pretentious abstract words; remove everything that can be removed

start with a thoughtful structure:

titles are the most important piece of content; if titles are bad, people won’t read rest; keep them super short and actionable, promising something; same way hero section, title slide or first seconds in your video is the most important piece of your content

table of contents is the second most important part of your content; table of contents supports a big promise from a title and leads a reader to the end

talk to the reader, not about yourself: start with a verb instead of a noun; use “you” instead of “we”; use the same down-to-earth words you'd say to your favourite client on a call

use formatting to make your content more readable and entertaining; use paragraphs, lists, bold/italic, tables, images; avoid text 'blobs'

avoid AI slop: "it's not X it's Y", AI exaggerated vocabulary, fake questions, over-bait, enforced structure

tip: use AI and writer tools to simplify your copy using this guide (just copy/paste)

Make authentic content

to make a bold copy, promise something in your title, deliver your promise in the post and end up with simple call to action that goes inline with a topic of your post

include your opinions - facts that people can argue over and can subjectively call them right or wrong

include photos and names of people; logos and names of the companies; make it personal and specific

differentiate by telling how you struggled or failed; most companies afraid to post failures, but people do relate with stories and it makes your company more personal

publish your work before it's done, show the progress and collect feedback; validate ideas as fast as it's possible: let it take minutes, not days