• Lynn Swords

Creating Content: Basic Training Part 1



This post is approximately a 3 minute time investment.


Some of this is me preaching to myself, as I've been evaluating everything lately, especially my own writing.

Since most of us want simplicity and clarity, I'm betting our target audiences want the same thing.


It’s not about you.

If you don’t know the needs of your target audience, do the research.

What are they struggling with, and how can you help?

Not - how can you get them to pay you to do it, or how can you help in order to convince them to buy your goods or services.

Really and truly, how can you be of assistance, just for the sake of helping other humans?


You’re on the clock.

If they make the effort to read something we’ve written, let’s make sure it’s worth their time.

I will generally not spend even a tiny portion of my busy day reading an article unless I am convinced it will help me solve a problem or learn something new that will be beneficial in some way.

Once you’ve made your point, move on to the next one.

Cut, edit, cut, walk away, come back and cut some more.

Often difficult, but always beneficial.


Make good on what you promise.

Even if your title is oh-so-clickable, resist the temptation to promise what your content won’t deliver.

If I read an article that doesn’t deliver what was promised in the title, I am left with the feeling of being deceived.

Keep your word if you want to establish trust with your readers.


Obvious, but still important.

Completely talking to myself on this one.

(What you don’t realize is that I rambled on a lot more about rambling on, and then cut it.)


Ease up.

Make your writing a pleasure to read and easy to skim with generous amounts of white space, bullet points and bold headings.

Stay tuned for Part 2.

In the meantime, what is the most important thing you've learned about creating content?

#content #buyerpersonas #time #titles #whitespace

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