Conquering content: how to create a strategy, plan with purpose and write with intention
In today's ever-changing landscape, clear and impactful written communication is indispensable. With ongoing political and economic shifts, businesses and individuals face unprecedented challenges. Amidst this uncertainty, maintaining clarity and connection through communication is paramount. But how do you transform the ideas swirling in your head into compelling, engaging content that resonates with your audience? The answer lies in having a solid content strategy. Here, we share our proven content writing process, turning what may seem daunting into a fulfilling endeavour.
As email and Insta superstar Helen Perry says, there is so much noise out there. But that shouldn’t put you off from adding to the noise. Indeed, receiving something curated and (hopefully) interesting, like an email newsletter or blog, will help people who are struggling to make sense of all the noise.
A well-defined strategy provides clear direction for your communication efforts, ensuring that each piece of content serves a specific purpose in achieving your goals. Here’s why:
Consistency: a content strategy helps you maintain consistency in your messaging across various channels, reinforcing your identity and building trust with your audience.
Audience engagement: by understanding your audience and crafting content tailored to their interests and needs, you can increase engagement and foster meaningful connections.
Brand awareness: a well-defined content strategy enables you to showcase your expertise, values and offerings, increasing your visibility and attracting new customers or clients.
SEO benefits: strategic content creation, including targeted keywords and relevant topics, can improve your search engine ranking, driving organic traffic to your website and boosting online visibility.
Attract more people: content that provides value to your audience, such as informative blog posts, eBooks, or webinars, can serve as lead magnets, attracting potential customers and nurturing them through your sales journey.
Keep ’em coming back for more: by writing valuable and relevant content consistently, you can keep existing customers engaged and informed, fostering loyalty and encouraging repeat purchases.
Measurable results: a content strategy allows you to set specific goals and key performance indicators (KPIs) to measure the effectiveness of your content efforts, enabling you to refine your approach based on data-driven insights.
Before diving into the chaos of communication, it’s crucial to establish a clear process. This is what we do:
1 Find your purpose
Ultimately, your goal is to forge connections and help your audience through your expertise. Rather than viewing tasks like ‘write a blog or email’ as mere items on your to-do list, approach them as opportunities to create meaningful content that adds genuine value to your audience's lives.
Our top tip is to go back to basics. Ask yourself, what is the point of your communications? Are you there to support, inspire, educate? If you have a good comms plan in place, and you know your audience, you’ll know that they’ll have specific needs. These questions will help you write the piece with the most intention.
What is it that you’re selling? Write in plain English; no jargon. Write so your six-year-old can understand it.
Who are you talking to/writing for?
Why? How does your service help them? What do they need from you? Forget the features: what are the real benefits they’ll get from working with you? What’s the transformation — how will they feel after working with you? Why you? What sets you apart? What’s your USP (unique selling point)? Why should your customers choose you and not the millions of other service providers out there who do the same thing?
Where are you going to say it? Social, newsletter, website, PR, etc?
When are you going to say it? Daily, weekly, monthly?
We loved the World’s Shortest Social Media Summit, launched by the Two Lauras a few years ago, for instance. It was a lovely way to raise funds for Ukraine, but it was also useful and informative for the people who follow them.
2 Gain perspective
Gaining perspective is key to maintaining resilience and focus. Be realistic about what you can achieve and prioritise tasks accordingly. Recognise the value of consistency and regularity in your communication efforts, even if it means scaling back or adjusting your approach. Embrace flexibility and adaptability, allowing room for creativity and innovation.
3 Plan with intention
Now that you’ve established your strategy, honed your purpose, and set a clear goal for your content creation, it's time to ensure your copy is engaging. The aim? To spark a change or transformation in your reader, no matter how small.
Here’s the key: plan with intention. Intentional copywriting employs techniques like storytelling, conversational tone, and empathy — rooted in a profound understanding of your ideal clients. This kind of compelling copy vividly describes your offerings, shares your narrative, and captivates your audience, prompting them to reach out to you.
Think of it as building a bridge. Your audience stands on one side, with certain thoughts, feelings, and actions in their current state. They may need your product or service, but they haven’t made the leap yet. Your task? To guide them across that bridge to a new destination where they’ll think, feel, and act differently.
4 Write without judgement
Once you’ve clarified your goals, it’s time to let your creativity flow. Set aside dedicated time to write without self-criticism or doubt. Imagine you’re having a conversation with a friend, allowing ideas to flow naturally. Avoid the temptation to edit as you write; instead, focus on expressing your thoughts authentically. Remember, you can refine and polish your content in later stages.
After completing your first draft, give your copy some breathing room. Step away from your work and return with fresh eyes. This perspective shift allows you to review your content objectively, identifying areas for improvement. Make revisions, refine your message, and ensure clarity and coherence. Repeat this process as needed until you're satisfied with the final result. We always give our clients two rounds of amends, plus a final proofread.
5 Persevere
Keep communicating, even when the task feels daunting or overwhelming. Embrace the power of storytelling to share experiences, foster empathy, and inspire action. Your words have the potential to provide comfort, guidance, and hope to those who need it most. This quote from Tetyana Denford, proud Ukranian mother and writer, sums it up for us.
“Here’s the thing about humans: we tend to lose steam about a certain topic after a couple of weeks. There’s too much information at our fingertips, so in an act of self preservation, we stop sharing and writing and scrolling and reading. It’s just too much. Our brains aren’t really built for this. So here’s a reminder. Take breaks. Listen to music. Have drinks and dinner parties. This is a marathon, not a sprint. We need the channels to still be authentic and pure.”
We create compelling content plans
Effective communication acts as a guiding light, illuminating our path forward. Through deliberate planning, gaining valuable perspective, and unwavering perseverance in communication, we can nurture connection, instil clarity, and cultivate resilience. Let’s keep on sharing our stories, extending support to one another, and forging bonds that withstand the tests of time.
If you're ready to embark on this journey of intentional communication, Salt & Sage Strategic Storytelling offers expert guidance in creating content plans and crafting compelling narratives. Reach out today to start your transformative storytelling journey.