A curation of the things I have learned about content writing

I have been writing content since I switched my career 2.5 years back. This blog started as a distillation of my understanding of content, only for my eyes. Sharing it here since I suppose this will be useful for you too if you are a content writer in the first few years of your job.

Content is powerful. There is power in it. We, the content writers, are actualizing thoughts. We are really powerful, except for the times when we are crying because we are not able to write.

What is content?

• A definition: I know an idea, a product, a service, an opinion exists. Content is needed to tell others who will benefit from this idea/product/service/opinion that it exists and how the idea will help them or how they can use the product or when they will get the service. For example: an instruction manual for a product, and an app with a listing of the services and the expected date of service.
• Copy and content: If we go a step ahead and get people to take an action, the content becomes a copy. Every copy is content. We can’t say that for every content. A thank you message is content, so is Facebook ads. But Facebook ads lead to action, a thank you message delivers, well, a message — gratefulness in this case.
• Content and copy: However, I also believe every content is a mild copy where the action is to make people consume our blog, video, or audio. Instagram pictures with a quote in it are content, a mild copy that leads you to read the caption. The Instagram caption that makes you purchase their product is a copy.

The action can also be to lead you, the visitor/customer/reader/viewer, to the next piece of content that could finally end with a definitive action where, ideally, both the parties benefit. For example, a blog that links to the website where an email is submitted to download an eBook.

At times, content and copy co-exist. A podcast could disseminate information and at the end there could be a call to action to sign up for the podcaster’s workshop.

• Audience: Content is created for the audience — we must keep their need, their language, their requirements at the forefront. We, as content writers, must create something that the audience needs or is looking to know about. For that, we need to know them. A butcher might not need a butter knife.
• What should content do?: Content should create experiences, inform, inspire, entertain, and/or answer questions. A video that recaps an event (re)creates experiences, a podcast answers our questions, a PR informs about the latest product launch. A YouTube travelogue inspires me to travel. I definitely laugh at (good) standup.
• Entertain: We must try to entertain with our content, which is one of the toughest things. If not entertaining, at least the content must make it easier for the audience to grasp the information and message in it. I find Dave Harland’s LinkedIn posts too entertaining and it teaches me a thing or two, directly or indirectly.
• The best type of content entertains, informs, educates, and inspires. But also the hardest. Check Innocent Drinks’s website, for example.
• Few keywords to keep in mind: content must be timely, relevant, valuable, easy to consume, simple, shareable, engaging, fulfilling a purpose, and delivering a message very clearly.
• Content is powerful. There is power in it. We, the content writers, are actualizing thoughts. We are really powerful, except for the times when we are crying because we are not able to write.

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The process

We must have a process.

I plan the day before. Then on the day, I request my brain to not get distracted. It doesn’t listen though. In whatever focused time I actually get, I understand the purpose, audience, and message to research. Then plan a rough structure of the content — headings, subheading, and flow — before writing.

After writing, I edit it the next day. I have a (mostly, mental) checklist for almost everything — is it relevant to the audience, is the content grammatically correct, can I use any other word is there tense inconsistency, is the message clear, am I missing anything, am I emphasizing on multiple messages?

It will help to create a checklist for each type of content we will work on so as not to miss anything. Most days, figuratively, we will be drowning in words. We can use some order in this chaos.

When we sit to write on something, our brain highlights all the information related to the topic at hand, and ushers them to the front.

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Research

• I am a content writer, not a subject matter expert. That is why I must research and not shy away from asking questions, even the ridiculous or obvious ones.
• ‘Wh’ questions: Every type of content is different. It might need a different tone, address different needs of the audience, the publishing channel might have some restrictions on what can go on it and not, and so on. So we must ask all the ‘wh’ questions. Who is the audience, why are we writing this, when will it be published, who will review it, how will this solve the challenges/address the needs, and so on.
• We must document the research, take notes, and maintain the documents well. It can become really frustrating to find references later and go through them again.
• Where should we research: Search the internet for the audience’s needs, problems, and desires, about the type of content you are writing, research studies and trends related to the topic, and more. Get buy-in from some internal stakeholders who know about the topic and the audience. Have a basic understanding of the topic and prepare a series of questions to ask the internal stakeholder. Go through previous assets created on the topic. Oh, of course, we shouldn’t shy away from taking a sneak peek at the competitor’s public assets.
• Iterations: I use Google search with relevant keywords, then open 4–5 results and read all of them while making notes and saving the links. If nothing substantial comes out, I repeat the process with new search terms.

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Writing

• North star: We must start the writing (no matter what the content format — video or audio — writing is the starting point) with the purpose. Why? It serves as the north star to guide us through the entire content creation process; we can get back on track when we stray. And also deliver value.
• Flow states are essential. I visualize the brain’s process like this — when we sit to write on something, our brain highlights all the information related to the topic at hand and ushers them to the front — the current account for information. If we have to switch between tasks, the brain adds more information and pollutes our current account. Hence, we must give at least one to two hours without distraction to the writing at hand. This calls for setting expectations with the team on how and when we will take up the next task when working on different types of content.
• Creativity - yay or nay?: At times, delivering the message is more important than actually using flowery and clever language. Content on most days is different from creative writing. More important is to have it speak directly to the intended audience in a conversational language.
• Writer’s block is a part of the process. We can’t escape it. Instead, we can give the job 15–20 minutes till the flow is attained. Or do something else that gives us a break from the task we would have been doing for long. Or take a walk, listen to music, take a nap (if possible), eat chocolate, journal while crying — anything that breaks the block.

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Editing

• The number of times: I go through at least 2–3 levels of editing and 2 proofreading rounds. At times even more when I am paranoid. And spread this process over 2 days after the content is written.
• Listening to myself: Reading through the same content many times blurs my vision and comprehension. Then I close my ears, read it really slow, and listen to it. If taking a break is possible, that is the first option though.
• Reading aloud the writing while editing helps in identifying the inconsistencies and mistakes quickly.
• Format the writing to make it easier for the reader to read. Bold, highlight, breaking a big paragraph into smaller paragraphs, varying lengths of the paragraph, heading to name a few.
• Elements of Style, by William Strunk Jr., is a mandatory read that helps in writing, editing, and proofreading. I am guilty of reading only 25% of it. But has that 25% helped me! I wonder what the power of reading the 100% would be, and that is how I lose time to read it — by wondering too much about it.

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Feedback

• Say no to feedback: I meant those that aren’t relevant. We need to be careful with what feedback we choose to incorporate. Here is where answering the ‘wh’ questions is important. When we know why we wrote what we wrote, we will know with much clarity what changes will make the content better.
• Content is extremely subjective. Every person who views it brings their own lens, the temperament of the day, experiences, and knowledge. Every read could lead to some or the other change. It can quickly become frustrating. But it is good for the very same reasons — it improves every time. So, we should try not to beat ourselves up for such changes and doubt ourselves. Content is really not good when it is unclear, doesn’t convey the message, is too wordy, misses out on critical information, misinforms, or misleads.

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The question we all struggle with

More or less content?

Oh, the million-dollar question for which everybody has an opinion. And mostly it is ‘less’, of course. Who has the time? Yes, I get paid to do something for which no one has time for. (Bordering on existential crisis!)

But if I have to answer, I will use the answer I read in the ‘The Copywriter’s Handbook’ by Robert W. Bly. It is a mix of factors like the purpose of the content, price of the product/service, the audience, the need/want for the product/service. Also the medium of the content. It is a choice we need to make for every piece we write.

If the purpose is to just give the overview, then less content. But if it is to educate, then longer content. If the audience is busy, then less content. But, if the same busy audience needs more information, then more content.

Also, the message to be delivered should be clear and the writing crisp. Even when writing long-form content, extraneous words must be cut.

(I don’t understand one thing though - when no one reads content, why do I have to proofread the emails that are sent out.)

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Operations and productivity

• Take some time: When giving deadlines, keep some buffer time. Yes, we write for business, but it is still a creative process. Not a logical flow chart.
• Repurpose: There is a humongous need for content and in different formats. Hence, repurposing the already created content is essential. A podcast to blog, videos to the podcast, blog to social posts.
• It will take just 10 minutes: No, writing 100-word content doesn’t take me just 10 minutes. I need to understand what it is that we are talking about, who it is for, where it will go, and more. Then write, edit, proofread it. Also at times, fight writer’s block.
• For the slow days: Most days writing will be boring, ideas grand and execution dumb. Few days, ideas will be non-existent. That is part of the job. However, the job can’t stop. Hence, repurpose or plan the to-do in such a way to take up tasks that don’t need lots of thinking.

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Closing remarks

• Things to look out for and learn — storytelling, the concept of ‘jobs to be done’, content marketing, podcasts, and thought leadership.
• Every piece of content must reflect the brand it is being created for. Either through logos, brand colors, or reinforcement of the core brand philosophy and message.
• And finally, as long as there is some message to be delivered, there will be the need for content.

Did I miss anything? Drop in the comments.

Originally published on the Medium publication Haaaarini.