One aspect of writing that can tend to challege people the most is getting started. The problem is writers often have trouble starting because they do not know who they are writing to. If you don't know who you are writing to, it can be hard to figure out what perspective you should take in order to get your point across clearly. So before you can even start creating content to drive your inbound marketing campaign, you need to ask yourself a few questions about your audience.
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What audience am I targeting? Is it a specific group or is it a more general audience? Younger and older generation? Gender? Your audience could be anyone but in order to write compelling content you must focus on the specific individual that your words must resonate with. After you have defined the group your audience belongs to and its qualities, you need to create a persona to work with. If you have a specific idea of who might be reading your content, it will be easier for you to write interesting content if you think like the persona you choose.
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So you can envision your audience and you have a specific persona in mind, you're almost ready to begin writing. What types of problems is your audience wrestling with? What needs does your audience have? Do you offer solutions for them? How do your solutions help? It is important to remember that not all of your audience's problems will be things that your product or service can fix. Focus on what you can do, not what you can't. The more you can identify with your audience, the more compelling your writing will become.
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Now that you have spent some time figuring out who you are writing to and what sort of problems they are dealing with, it's time to get started. Look at all the information you have gathered and think about what might be the best way to appeal to the audience you are targeting. Again, it is important to remember that you alone can not solve all of their problems, but you can take them into consideration. So if you are targeting a group that has a very busy schedule and is always on the move, you need to present things on your website in a ways that the useful information can be picked up quickly, without laboring over long paragraphs and large words. Although you are not solving their problem of "not having enough time", you are respecting that quality of their circumstance by making things quick and easy for them.
So when creating web content, remember, you need to do a little research and ask yourself a few questions before you get started. These important first steps will help overcome the dreaded writer's block. Once you have defined your audience and figured out which of their problems and needs you must take into account, you can start creating your content!
Before you start writing, think about optimizing your content for search!