Getting Started with Content Creation: The Right Way to Write

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Content Creation Write the Right Way

Content creation is more critical than ever. Your prospects are online, constantly researching solutions to their problems. To meet them where they are, you need relevant material available at every stage of their buyer’s journey.

And that’s not all. Great content is the backbone of your campaigns. Whether it’s PPC ads, email nurtures, or organic social strategies, everything hinges on a strong content marketing plan. Without a solid content creation strategy—or worse, without one at all—success will remain out of reach.

So, how can you master content creation? Here’s a step-by-step guide to help you put your best foot forward.

Identify the gaps

Before you begin writing, pause and figure out what kind of content you actually need. The best way to do this is by performing a content audit. This will help you identify the gaps in your current strategy.

Break down your content by the buyer’s journey stages: Awareness, Consideration, Decision, and Post-Decision. This will reveal which stage you’re lacking content for and allow you to fill those gaps strategically.

Next, analyze the types of content you already have—blogs, eBooks, white papers, case studies, infographics, and more. Do you have too many blog posts but barely any gated assets? Time to focus on creating downloadable materials. Or maybe your blog has been neglected in favor of case studies? Shift your attention back to posting regularly.

Keep your content audit sheet simple, clear, and accessible to everyone who might need it.

Find your voice

No, not your voice—your company’s voice. This is key because, in many ways, you’re speaking on behalf of an entity.

Your voice will depend on a mix of factors: the type of content, your company culture, and your target audience. For example, white papers are generally formal, but some might be less rigid depending on your industry. Decide whether to use “you” to address readers directly or stick with a more formal third-person approach.

For blogs, even if multiple writers contribute, there should be a consistent tone and style. Is your brand playful or professional? Does it use casual language or stick to corporate speak? Defining your company voice and buyer personas early on will ensure you’re connecting with your audience in the right way.

Be consistent

Once you’ve established your voice, consistency is non-negotiable. A style guide is your best friend here.

Include details like your brand’s tone, stance on the Oxford comma, and preferred spellings of common words. For instance, does your company hyphenate “email”? Some might think that’s old-school, but if you prefer it, make sure it’s in your guide. Essentially, create a mini-dictionary for your company to eliminate any confusion.

Also, make it a rule to have all content proofread by someone familiar with the style guide. This ensures your voice and quality remain consistent across the board.

Does it matter?

Here’s the big question: Does the content you’re working on actually matter?

To answer that, always ask yourself, “So what?” If you can’t respond with a compelling reason, chances are your audience won’t care either.

One way to figure out if your content is relevant is through research. Ask yourself:

  • Has this topic been covered before?
  • Has anything major changed in this area over the last six months?

If no one is talking about the topic, it doesn’t necessarily mean it’s irrelevant. To be sure, consult subject matter experts. They can provide insights that’ll help you decide whether to pursue the idea or scrap it early on—before you’ve invested too much time and effort.

Still not sure where to start with your content creation plan? We’re here to help! Reach out, and let’s create content that drives results.

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