Transform Your Storytelling in 2021 with these Top Tips on Content Creation

Business Insights

It’s the beginning of 2021. We’re back at work, albeit, for many remotely – and brainstorming, planning and calendars adorn our tables and walls. Bucket loads of coffee may well be high on the agenda to get us through it!

As we’re all donning our Sharpies and creating a bold and colour-coded creation to enhance our marketing and PR plans, we hope these content tips for 2021 will come in handy to help you get your story out there and communicate with your customers.    

With deadlines, campaigns and goals front and centre, it can be easy to forget that what we all love to read, hear and see is content that represents you and your brand. Content that connects, interests and provides genuine value. Content that reflects what we’re looking for from people and brands we admire, want to support and enjoy engaging with.

If you’re looking to transform your storytelling, and create compelling, captivating and creative content that converts, check out these top tips!

1. Attract with a Catchy Headline

Craft a captivating headline to stand out and capture your reader, listener or viewer’s attention. Headlines, after all, are the first thing we see. So it’s vital they offer something imaginative and appealing. 

When it comes to creating your headline, think about ideas, reasons, secrets and facts. Tell and teach your reader something new, useful or surprising. Keep your headline succinct and be specific to grab our attention. 

2. The 3-Second Rule

No, the food-rule has not just diminished by a mighty two seconds. We’re talking about the 3-second rule of content. Beyond the headline, you’ve got three seconds to impress. Use them wisely. Craft an interesting first sentence that naturally follows your headline and leads onto your first point.

Three seconds is all you’ve got to grab your reader’s attention. Create a hook that takes the theme and metaphorically hits them between the eyes.

3. Create For Your Audience

Who are you writing your content for? What information do they search for? What style, tone and voice do they engage with? Your target audience forms the basis of your content writing, so it’s crucial you know who they are.

4. Research Your Content Topic

Research is an integral part of the writing process. Do you want to appear lazy and turn your readers off? Or become a thought leader in your field? It’s a no brainer, right? Well, it’s all in the details. Get right into the crux of your expertise, experience and business landscape. Find out what thought leaders, reliable organisations and expert influencers are saying about your industry, your audience’s interests and core values. 

What are the key trends? What is influencing these? What does your target audience care about? What do they need to solve their problems and answer their needs? 

5. Tell Your Story 

Transparency and authenticity lead in storytelling. It can be scary and seem alien to what we’ve become used to in traditional business lingo. But it’s what helps you stand out from the crowd, build communities and get noticed. Be bold and fearless with what you say. Dare to speak with your honest and open voice.

Get creative too. Create with originality and quality. What makes you different? What makes people want to read and hear what you’ve got to say? What are you adding to the conversation? What you’ve got to say is important  – your experiences, talents, knowledge and skills are unique. Fill your content with those. 

6. Optimise Your Content

In the digital age, we’re often crafting content for people who are consuming, reading and absorbing your stories online. Optimise your online content to make sure it’s found and seen. 

Think clear sentences and paragraphs, keywords and visual elements like bullet points and quotes. Use search engine optimisation (SEO) techniques, best practices and content strategies to maximise its appeal. 

7. Edit Before You Post

Editing is a vital part of the entire content creation process. Don’t just take our word for it though, read writer Patricia Fullers’ advice: “Writing without revising is the literary equivalent of waltzing gaily out of the house in your underwear.”

And who wants to make that mistake?!

Let editing be part of your content creation plan. It’s a necessary part of the process, after all. Just as much as forming your hook, carrying out your research and crafting great content is. 

Editing is the gloss that really makes your content shine. Many writers recommend leaving time between writing your draft and editing it. We do too. We find all types of new ideas and better revisions when we’ve given it time to bed in and breathe. 

Now all that’s left to do is create your stories. Happy creating! Happy storytelling!

Natasha Spencer-Jolliffe, Creative and Communications Director, Lion Spirit Media and Roaring Content.