You know content is still king. You know that you need unique, compelling content to use on your website, blog, and social media pages. You know that content is driving force of your online marketing strategy. In short, you know that you need to write something! The hard part is that, once you’ve run through your initial few ideas for writing content, it can be tough to find something else to say.
Maybe you are just getting started with your online content. Or maybe you’ve been writing your own content for a long time, but you’re feeling a little stuck in a rut. Either way, here are some ideas that will help you get on track and start creating the kinds of content pieces that attract and engage the clients you want to work with.
What Should I Write About Online?
Remember that you don’t want all your content to be about you. It’s all about focusing on your audience and providing something of value to them. It needs to be useful and relevant. A stranger isn’t going to pull up Google and search for reasons why your law firm or medical practice is so great—at least, not before they’ve engaged with your brand, seen your website, or heard about you on social media. Instead, you need to focus on meeting their needs and expectations, answering their questions, and showing that you are the experienced professional you say you are.
If you’re stumped and having trouble coming up with topics, just remember who you are writing for. Think about who you want to reach, and take a few minutes to define who your “perfect clients” are. What do those “perfect clients” want to read? What kinds of questions do they have? Are they looking for in-depth information from home, “snackable” content on the go, or both? Get the vision of your intended audience firmly in your mind, and use that vision to guide your content. As you do so, you’ll probably find that tons of new topics suddenly come to mind.
Something else to keep in mind is that even the most engaging story or article can perform poorly if it looks bad on the page or loads too slowly. Most online users won’t wait around or dig through a mess just to read your content. They’ll click away and go somewhere else! To avoid the problem, make sure that your content looks great on the page. Make sure it loads quickly and all the elements—such as links, images, videos, and navigation tools—work as intended. Break up long walls of text with headlines and images. Write for the layman, and make longer pieces easy to scan and digest.
Where Can I Find New Ideas for Online Content Writing?
If you’ve thought about your audience and are still running out of content ideas, don’t worry. Here are some easy ways to dig even deeper for compelling topics:
- Google it! Research can be the thing that raises a good content piece to greatness. People want information, but they don’t necessarily want to read through dry facts or lists of statistics. Search for a few topics related to your practice, and see what’s already out there. If you find something interesting and relevant, try writing your own piece that adds extra context or presents the information in a more approachable way for your readers. For example, a personal injury attorney might link to a national study’s fatal accident statistics, but then use that data to strengthen a more general piece about dangers on local highways. Pro tip: Make the research come to you! Set up relevant Google Alerts to get notifications when something new is posted on the Web about an area of interest.
- Pay attention to questions. Your past and current clients are a great source of topic ideas. Listen throughout your day, and keep a list of questions that are commonly asked by your real-life clients. Then, write content that answers those questions. This is obviously information that is interesting to people who need your services, and those answers will be available online for new and potential clients, 24 hours a day. Every once in a while, you might even hear an uncommon question or have an unusual discussion that sparks some truly unique and interesting content ideas!
- Explain complex concepts. You may understand your professional field inside and out, but it’s likely that your clients don’t. Most people have trouble sorting through industry jargon when they have questions about medical terms, different areas of the law, changes to industry regulations, and other complex topics. Some of the very best online content out there simply breaks down these kinds of big ideas into small words and relatable examples. Think about how you might write a “Layman’s Guide to Insurance Policy Limits,” or how to explain the pros and cons of a new treatment option in simple language. These kinds of content pieces both empower your audience and show how experienced and knowledgeable you are.
- Use stories of your prior clients. If you’re in business, you are always generating new case stories. People love reading and sharing stories, both online and off. When you use storytelling techniques to explain what happened to your clients, why they came to you, and how you helped them solve their problems, you are showing yourself in action and at your best. The stories of people you’ve already helped are easy for people to relate to, and they help build an emotional connection that doesn’t get stale. Stories of prior clients also help potential clients envision themselves in your office, solving their own problems with your experienced help.
Writing online content that performs for your business is hard, but we can help you develop custom solutions that fit your personality and your brand. Whether you need guidance from our marketing strategists, content writers, editors, or designers, we are here for you. We’ll even develop and write custom content for your business, so that you have more time to focus on what you do best. If you need help taking your online content to the next level, talk to our team of experts today.