I beat content slop with a content writing process focused on the reader
After bemoaning the amount of garbage content slop being published, I started thinking about how I haven’t shown you I practise what I preach.
My content writing process is always evolving, depending on the type of content I’m producing, but the fundamentals are consistent. I love experimenting with voices, tones, and styles as well as structures and formats. There’s always something new to explore, and that’s part of what keeps me in this profession. It avoids the trap of cut-and-paste content, where everything looks and sounds the same. Some content writers think it saves time, but to me it’s a recipe for more slop.
So, let’s pull back the curtain and give you a peek at what happens on my side of the screen.
Here’s how I avoid bland and generic content by focusing on the reader
Content writing can’t just perform well in search anymore, but equally it can’t just resonate with audiences. It has to do both right from the get-go. Yes, there are times a piece of content prioritises performance or connection over another, but where possible I aim to achieve both goals with my content.
Challenge the brief
My first job is to challenge the brief.
I get it, your first instinct is I’m being difficult. I understand, but let’s reframe: I’m protecting you from wasted time by understanding your intent.
Once I know why you’ve made a decision, chosen a keyword, or other factors, I’ll be more aligned to your vision. Think of this as my curiosity tax. Once it’s paid, I’m more likely to write something you like.
Not all briefs are equal. Some are incredibly detailed while others are looser, giving me more freedom. It doesn’t matter how much detail you include, I’m going to ask questions.
If I have suggestions, I’ll let you know. You can accept or reject them as you like. It’s your content, after all, but remember I’m only trying to give you the best content possible. I’m working with you, not against you, to reduce waste and get the maximum return on your investment.
If it helps, even when I create the brief (such as for my own content), I still challenge them. It stops me getting complacent.
Decide what success is for this piece
If it’s not specified in the brief, I need to determine what success looks like. This isn’t a one-size-fits-all approach, but knowing what success is changes what I’ll do.
Content can be measured in many ways, such as:
- Organic traffic
- Conversion rate
- Engagement rate
- Keyword rankings
Nothing annoys me more than vanity metrics. Saying you rank in position one in the search results for an irrelevant keyword term means nothing when those 1,000 people aren’t relevant to your brand. Give me 10 engaged readers any day.
Understanding success makes sure neither of us are fooled by vanity metrics. Organic traffic is a great metric but if those people aren’t converting into leads or sales, is that traffic relevant? Understanding what success means my content is working towards the right goal.
Research the topic, the audience, and the competitors
The brief is ready, and I know what I’m aiming to achieve. Now, I need to arm myself with knowledge on the topic.
I love this step. I’m a sponge, and every day is a learning opportunity. Learning something new is exciting, and because I look at topics as an outsider, I see things others don’t.
I don’t have a niche, and that means I don’t get complacent. I don’t settle for the “this is what we’ve always done” argument and ask the questions “an expert” might be afraid to.
There’s more to research than the topic, though. I look into the audience of the content, and I’ll ask a bunch of questions, like:
- What do they want to do?
- What does content look like for them?
- Why are they coming to me for content?
- Any trends or seasons to tap into?
Finally, I’m going to check the competition. Do they have content on the same topic, and what have they done with it? How can I add value for our audience?
Research should take time. I double-check everything because inaccurate content destroys the trust we’re trying to build. If the topic is in a regulated sector there are legal liabilities to consider, too. I take pride in my work, and that means everything has to be correct.
Find the real story
I’m not here to churn out garbage content. I want the real story, something unique and valuable. That might be a unique perspective or it could be data-based.
Research takes me so far, but anyone can (and should) do the same, coming up with the same information. Elevating that information into content that moves beyond bullet lists into something with emotional weight is what makes my content special.
Sometimes I’ll focus on what the benefits are to the audience, or I’ll be interviewing a subject-matter expert for the extra authority.
Whatever it is, I want the narrative no one else has yet.
Drafting is where the magic happens
Only now, at the fifth step, do I start writing.
I’ve done a lot of work already and I’m just starting to write. The research is the base and now I do the best bit; the writing, the creation. I got into content writing because I love working with words and being creative. After 13 years, I still love it. And that’s the difference. GenAi can’t replicate enthusiasm. It can’t write with emotion.
Now, that first draft is rough. It’s messy.
That’s what a draft is, though. Drafts should never be pretty. I want the words on the page (or screen). You’ll never see this version. It won’t make sense yet, and you’ll probably wonder what on earth I was thinking.
Trust the process. My process.
Edit ruthlessly with fresh eyes
After the drafting is done, I step away. It might be for a few hours or even a day, but if there’s one thing I’ve learned from writing content and my books, it’s that you will see what you want, or expect, to see.
Taking a break and doing something else lets me forget about my expectations. I’ll spot typos and grammatical errors. I’ll trip over the parts that don’t flow properly. I’ll cut the fluff and be direct. Everything pulls its weight.
This step is where I polish that messy draft and make it shine.
I’ll repeat this step until its done. Only then will you see it, and I’ll work on any edits you suggest.
Ask ‘what next’?
But wait, there’s more!
Once I’ve finished the edits, there’s one more thing do to; ask what’s next.
That’s not me asking you what’s next, it’s me asking what’s next for the audience. What do I want them to do next?
It might be reading the next piece of content, signing up to a newsletter, or buying the product.
The number of times I’ve finished a piece of content and wondered what to do now is much higher than it has any right to be. It’s a dead end. A wasted opportunity. Why wouldn’t I send them to another great piece of content I’ve written, or to a sign-up form that continues their journey?
The quirks you’ll notice when working with me
I question everything. I want to know the why behind everything, because, as I touched on earlier, it helps me better align to what you want. Especially at the beginning of a working relationship, I’m going to ask “why are we framing X like this?” or “what do you mean by X?” to make sure there’s no ambiguity.
Learning what you mean takes time and I’d rather ask too much and be sure than unsure, as that impacts results.
Buffers are also important. When I give you a timeframe, or you ask me to work to one, I’ll make sure there’s a buffer included to make sure any last-minute pivots or changes can be dealt with without extra stress or hassle.
I also expect you to challenge me and ask questions about why I did something. Sure, I celebrate the days when there are no changes or edits, but content is always evolving. You want the best and I want to provide it. Just like I’m going to challenge you on some of your suggestions based on my experience, you’ll do the same based on your industry expertise. I call this the feedback loop, helping us work together better.
I have no excuse for slop with a content writing process focused on value-added
My content writing process is the foundation for my content, whether it’s blogs or case studies. There are sometimes extra steps or a change in the order, but by working through each stage, I deliver content that connects to readers and performs well in search.
In short, I have no excuses to produce garbage content that genAI could produce. I take pride in my work, and I want you to be proud to use the content I produce for you.
Don’t settle for content slop. Get in touch to find out my content writing helps your audience take the action you want.
