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You need content, that’s the simple truth.

Content is what draws in your customers and lets them know of your services. Content is the key to selling your products. Content provides your material success, and yet, in front of your stark white Word document or piece of paper, you simply cannot find the words to describe your company despite your extensive stores of knowledge.

Don’t worry, it happens to the best of us.

Step One: The Game Plan

Like most things, preparation and organization can go a long way to structuring your thoughts. It’s best to come up with a game plan prior to writing to focus on your main ideas.

First, consider how you want your company to be represented. In other words, what do you want to be known for? What do you do? What services do you provide? How are you different from your competitors? Gather this vision of your company and hone in on it.

Next, consider your audience. Or rather, your customers or potential customers who will be reading this content. Who are they? The everyday man? Engineers? Technicians? Cater your language and vocabulary to them. They are your target audience and communication with them is crucial. If your target audience is highly technical, speak to them in a highly technical way. If they are less knowledgeable in your field, make sure you describe your products and services clearly and in terms they can understand.

Step Two: Figure Out How Your Company is the Solution

Figure out your audience’s common problems and provide solutions to them. This step is essential. How do your products and services make their lives easier? Why do they need your company? Emphasize on how different your products and services are from your competitors’, and moreover how your products and services are better. Why should they give their hard-earned money to your company? What quality are they paying for?

Establish trust with your audience by providing your company’s history or experience in your specific field or even capitalize upon a revolutionary product or service that you created.

For your content to work properly, it needs to both inform and persuade your audience to invest in your company. While providing accurate descriptions of your company as well as products, focus on their unique aspects and benefits. Always include positive features or details; they help your company stand out from the rest of the pack. That is, of course, the main point of your company’s content.

How can you solve my problem? What makes you different? What makes you better? These are the questions that prospective customers ask, and these are the answers that you have to give throughout every aspect of your content.

Step Three: Think Structure and Style

Search Engine Optimization (SEO) can give your content yet another purpose. By using keywords in your content while being appealing in your writing style, you engage both search engines and prospective customers alike. Through your awareness of SEO and utilizing its strategies to your advantage, your prospective customers will have an increased chance of finding your company online.

After you have your ideas in order, figure out the structure of your content. The most effective way to organize content gives your audience a bigger picture of the sense of your company before going into the details.

Think big to small. Start with your general background information and broad concepts and work your way to the specifics, which would most likely be your individual products and services. Logically, this gives your audience context regarding your products, so that if you carry one sort of product in a field, they assume you carry similar products that would perform likewise services in the field.
Most importantly of all, get to the point. Focus on the main ideas of your content that you prepared earlier, and remember: emphasize what makes your company different and unique.

By planning out your content prior to writing, you organize your ideas and make it easier to translate your thoughts into words. This provides a more polished front to your prospective customers. In short, do the necessary preparation and reap the content. It works!