Content Marketing Made Simple

Creative Writing Brings Your Content To Life

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Does creative writing play a role in content development?

Recently, a colleague asked me to define my writing style. I instantly responded "my writing style depends on the need of the client". 

That doesn't mean that I don't have my own distinct style. I definitely have a distinct style that I use when writing for "fun". Carrying that style over into my content development brings my content to life.

I love to say "I was born to be a poet and a best-selling author, but I make a living writing SOP's and web copy". Having a creative streak allows me to be intuitive in content development.

Why is creative writing essential to content development? Your goal when creating content is that people read your content. Brian Solis believes that “Content, no matter how brilliant, creative, abstract, or controversial, is not inherently viral”. 

How do you make your content viral?

We are living in a society with an increasingly shrinking attention span. To get someone’s attention, especially if you’re trying to do it in 140 characters or less, you have to be creative.

In her article Content is King, Creative is Queen: How to Keep the King and Queen in the Whole Game, Pam Didner says that how you deliver your content is as important as the content itself. Your creative “hook” is what will make readers notice your content and choose it over the thousands of others that are out there. 

Your goal as a content development writer is to create a Content Masterpiece. Are you now thinking “Ummm....are you kidding me?”  Nope. Matthew Gartland of Copyblogger says that to write stand-out content, you have to “Create Online Content Like an Immortal Renaissance”. 

Here are some basic tips to get your creative juices flowing:

1. Set goals

Tell yourself you’re going to write 1,000 words per day. Or whatever is feasible for you. Chris Guillebeau meets his writing goals by following this simple idea.

Take the advice of a Master. George Orwell, in Politics and the English Language, offered six tips for writers. His article is lengthy, but basically he says:

• Never use a long word where a short one will do.
• Be concise. In our words "tighten it up". 
• Use active voice instead of passive.
• Avoid jargon, cutesy foreign phrases, and obscure acronyms. 
• Break any of these rules if needed.

2. Creative leads

Your lead is what will bring people to your content. Make it interesting. Go to your personal “panel of experts”: your friends, family, and your readers if you already have an audience. Put a post title on your Facebook wall and ask your friends and family “Be honest. Would you click on this?”

3. Ask for feedback from the people you write for

I recently asked my editors “What would have made this a 5 star article instead of a 4 star article”. They’re in the business of producing good content and their feedback was invaluable and will help me immensely in content development. 

4. Consider WHEN you write. 

Most people's minds are clutter-free first thing in the morning. Try getting up an hour earlier to take advantage of that time. If you're a person whose mind comes to life at midnight, change your schedule to accommodate that.

5. Change up WHERE you write. 

I've recently developed an interest in the standing writing desk. Sitting down for 12 hours a day takes a toll. But I was surprised to discover that standing up to write makes me think in a slightly different way. Take your laptop and write outside, or to your kitchen table. Starbucks, anyone?

6. Don't be a copycat.

By all means, read what other writers are writing. But don’t seek to mimic them. Use their wisdom and run with it to create your own unique voice in content development.

7. Tell a story. 

For 2 years, I worked across the hall from a writer who also happened to be a Licensed Clinical Social Worker. His mantra was “People like a story. Don’t just tell people how to do something. Tell them how you, someone you know, or a renowned successful person accomplished something."

Now that you know how to get those creative juices flowing, you can use your creativity to breathe life into your old content. Here are 7 tips on how to do that. 

Content will always be king. But just having good content isn’t good enough anymore. It’s time to get creative with your content development!