Copywriting Tips: A 3-step Plan to Help Create Great Content with Purpose

Copywriter Lucette Funnell explains ways to save yourself time by streamlining your content creation (leaving you more time to do what you love). If you’re feeling overwhelmed with creating content for all of your social channels then this guest post is for you!

Are you struggling to come up with content ideas for your business?

Perhaps you started a blog that’s lost its momentum, or you’ve run out of ideas to keep your emails engaging and openable. Or maybe it’s the constant demands of social media where it can feel like everyone else has so much to share and you’re forever playing catch-up.

You know that creating regular content helps to build your brand and online presence, helps more people find you by boosting your SEO, and helps you to sell more by building trust as you share your expertise.

So, what do you do when it feels like it’s just too much?

When you’ve run out of inspiration or you don’t know where to start?

As a copywriter I take a structured approach to content, looking at it as part of the overall customer journey and helping to generate ideas that have a purpose.

Ideas that can be used again in a cycle that keeps customers new and old continually engaged.

Creating a content plan is more than using a series of prompts to bombard people with information.

Whilst there’s absolutely a place for personal, fun, and light-hearted content that shares who you are. A full content plan needs purpose and a focus to achieve results. And by results, I mean more blogs read, more emails opened, more clicks to your website, more trust in your brand. And with more knowledge and trust comes more sales.

But when you need to create content for your business, and you’re faced with a blank page how do you even get started? This 3-step plan is a great place to begin…

1. Start with problems. Brainstorm ideas and make sensible assumptions on what problems your customers might have in relation to your product or service. Better still, dig deep into emails, social media feeds, feedback forms, and reviews and see what’s coming up regularly. Speak to your sales team to find out commonly asked questions or objections to sales and pull all this together as a list of common themes and issues.


2. Create questions using these themes as the basis for your content. Think about engaging ways you can present the answers. Create “How To” guides or Listicles (e.g., Top 10 tips) that will spark an interest from even the quickest of skim readers – or simply use the question itself to create a post that details the answer. Blog posts are a great starting point as they offer the opportunity to cover a topic in reasonable detail and to make several points to solve the problem.


3. Repurpose your content into other formats. For example, break down a blog post into separate posts to use elsewhere. Or adapt it for a different shorter format. That “How To” guide you’ve written could be used as a series of Instagram posts, content for your newsletter, an editorial for your local magazine, or a LinkedIn post. You don’t have to keep thinking of new ideas. Recycle what you have.

Creating content with purpose is a joined-up approach combining all elements of your marketing rather than writing pieces in isolation.

Approaching it as one larger piece of work rather than individual jobs will make your life easier, help you to focus on getting an effective message across, and it’ll help you plan for the future. One idea, question, or common problem can spiral into a content plan to last weeks or months.

Finally, create your content to solve small problems. Don’t set out to solve everything in one blog or post. A little step forward is better than no step at all.

Try the 3 steps above and see what you come up with.

About Lucette

Lucette Funnell is the owner, writer, and chief tea maker at Birdsong copywriting. She creates simple, effective copy to help businesses thrive. Specialising in conversational copy that connects to your customers like a warm smile and a friendly chat.

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