When you surf the web and look for website, besides UX / UI, what is the main thing that attracts you to a particular website? It is the content which is the mainstay of the web. After all, people browse web for seeking information and information is structured in the form of content. We have since long heard the phrase that ‘content is king’ and it is not going to change soon in the future. This is good news if you are a good writer or can afford the resources for a good writer. But what about those who are not good writers or cannot articulate themselves well?
This becomes a catch 22 situation for them, and most often or not, they become frustrated with their writing abilities. It is mainly due to two reasons, one of them being that the business owners think that they writer poorly and the other thing that deters them is the hate of writing down stuff they know too well. What is the panacea for such a kind of situation? Fortunately, there are ways to counter and tackle such a kind of difficult situation, even if you think you are a terrible writer. Here are four of them to conquer your appetite for good quality content. Read on to know more.
Tell a Story
You should always remember the golden rule that great writing is about ultimately connecting with your reader. It is not about flowery language, volume, amazing grammar or technical expertise in your subject. So you have to approach the writing task as if you are telling a loyal customer of yours a story about your business. You have to pretend that you are just sitting with your customer at a table in a quite coffee bar. What will be the story that you will tell your customer?
Once you got the story in your head, start writing immediately. Don’t worry about making grammar or spelling mistakes, or editing the stuff you have written or the layout or any other fancy things. That will come much later. Just pour your heart out. Great content is all about telling a good story and connecting with your customers. If you tell a great story about your service or product, or how your business helped someone to change their life for the better or about why your product or service is important to your customers, you are on the path of creating great content even without knowing the craft of writing.
If you are facing problems in editing, spelling or grammar, hire a resource to clean up your writing for you. If you cannot even hire a resource, ask a friend to go over your written piece and clean it up. Don’t worry, for the real part of it, i.e. the story is already written and that is the thing that will engage people and help them connect with your business. Editing skills can be possessed by anyone, but here, it is you who is doing the real part, i.e. crafting a real story with which your readers can connect.
If we take the web in its present form, content doesn’t only mean creating lots of blog posts or any other written material like white papers. In this era of rapidly evolving technology, video is a great way of showcasing your content. You can aspire for creating a video series for your blog or your YouTube channel instead. According to latest studies, one minute of video is worth 1.8 million words. That is a lot of writing to do. Just imagine the time and the quantum of energy it would take to produce and write such a lot of content. But with video, you can do it in a very short time frame.
In addition, when used in email marketing, video dramatically improves your click through rates. And the icing on the cake is that video content tends to rank higher in the search results of Google than the text content. In addition to all this, people who view product videos are 85% more likely to buy that particular product than those who do not. These are some pretty powerful benefits which you cannot ignore, and all these benefits come without the tedious task of writing.
You can create a great about us video, or you can create a video series about your product or service, underscoring the fact that why your product or service is important or awesome and why should the customers buy it. You can also create a series of video posts about the people behind your company and feature your employees in the videos one by one, thus, narrating a story behind the success or formation of your company. And remember, all this is great content, and it comes without writing. Of course, you will have to write the script for the video, but all that is in a conversational tone so there wouldn’t be any problem for you in figuring that out.
Podcasting is a great way for you to share your ideas, even if you don’t enjoy writing. Podcasting being a verbal medium, it doesn’t matter the way you look or for that matter how you write, but it definitely matters how well do you speak and can connect with your audience. You don’t have to worry about the spellings or the punctuations, just pour your heart out while speaking with your loyal customers and convert the potential customers into paying ones. But you should remember that podcasting regularly is key to your success, don’t expect just one or two podcasts do the trick for you.
Podcasts can be as long or as short as you want them, however, they are best suited for short term interaction and are not suitable for long form reports or presentations. The best podcasts are short pieces where you share some suitable information which is directly concerning or interesting for your customers. You can even give insights about your industry or product. Having customer testimonials as podcasts is a great way of getting trust for your website.
Creating a podcast can be as simple or complex process as you want it to be. Basically, you just need a computer mic and a pre-determined script for recording your thoughts and you are good to go. To enhance your podcasts, you can use a custom introduction, podcast artwork, some really chilling background music and other features. You can even have sponsors for your podcasts to have their brands mentioned in them if your podcasts do well. Remember, all this is accomplished by your verbiage and not by a single word of writing complex or long blogs.
Outsource or Hire
If you feel that your writing skills are not at par, you need to also remember that you don’t have to do all the writing by yourself in the first place. You can always hire other people, i.e. professionals’ writers who can do the job easily for you. Hiring writers may in fact prove beneficial for you since you will be saving a great deal of time of yours and this time you can invest in making your business the best in the entire industry.
If hiring internally doesn’t make sense for your business, you can consider outsourcing the job of writing and hiring a freelancer. Before doing this, make sure you brief the writer well about your business or the product or service you are offering and make your expectations clear. This will save both your time as well as theirs. Also, try and make sure that you convey the information regarding the deadlines, pay rates, number of free revisions and things like that beforehand to your freelance writer.
Not having great writing skills is no excuse for not creating quality content. In the cut throat competition of today’s digital world, nothing is more important than creating quality content. Do it the way you like, i.e. by storytelling, by videos, by podcasts or by outsourcing, but choose the option that is most viable for you. The entire world is waiting to hear what you have to say, just get your voice and story on a proper platform and don’t let poor writing skills hamper your efforts. Good luck.