My Content Writing Process.
It may appear strange, but I think that the gift of writing is both a blessing and a curse. Do not get me wrong, as it is a rewarding skill that leaves you feeling good and undoubtedly proud of you work (i.e, before you publish a piece, because after it goes live a second wave of anxiety hits you), however the process of creating and stringing words to build a coherent piece is not as romantic.
When I started writing, it was fun for me. It was an outlet to pour out my feelings that I was too shy and socially conscious to say. It was my way to establish my presence in the world within the context of my own rules and boundaries. When I poured out those words on paper, I knew that I was writing my way to freedom.
Years have gone by, and I have built a professional career in content marketing. It has been an interesting journey and I love it here. Now, let us take it back to where it all started.
The Beginning
2013/2014
I used to string out opinion pieces frequently on social media, particularly on Facebook, and I became a mini-influencer within my community. I discussed topics that struck up interesting conversations, leaning into my curiosity and thirst for answers.
Most of it was triggered by boredom…and let’s just say that I always had a lot to say. A random occurrence led me to start a blog in 2013 where I decided to put my feelings into words, and so I wrote about anything I liked. It turns out that a lot of people really liked what I wrote, and I quickly gained some ‘fans’ and active readers. Then I thought to myself, ‘perhaps I could keep doing this and see how good it gets’. Here, we are. Ten years later, this is the good it has gotten me :)
To sharpen my writing skills as a professional, I had to create a process, or as I like to call it, a ‘hack’ that enables me to be more effective and do decent work. I like to call it my ‘writing process’ and this is what it entails.
First, I compile a list of resources (links, documents, books, videos, podcasts, and digital archives) and highlight their key points and arguments.
I start out by hopping on the internet to find articles, resources, and publications to study to gain perspective on the topic of coverage. Afterwards, I compile them on a table with Notion or my sticky notes, categorizing them into titles, links, and a brief summary.
Now, it can be tedious to go through numerous websites that have an average of 800 or more words, so how do I make it more effective?
- Scan through the headings for about 5–10 seconds to see if they are relevant to your research. Here is a step-by-step process on how to do this:
- Categorize according to blocks and paragraphs and draw summaries.
- Look out for frequently used industry keywords.
- Highlight and document relevant data and statistics.
- Ensure that all hyperlinked sources are from credible websites and reputable platforms.
After this, I proceed to expand on the key points and summaries in this table derived from each article. It could be a relevant quote, statement, or otherwise.
Read to understand, not just to document.
Tip: Remember that it does not have to be comprehensive at this stage, as these are scribbles. Eliminate irrelevant sources and do not be afraid to review previous resources for information confirmation. Direct quotes are your friends too ;)
Create your first draft.
The first thing I do is to format the document to my preferred font and font size and which is Times New Roman, size 12. I do this because it provides clarity for me while writing and helps me envision the bigger picture. Afterwards, I transfer these key points and summaries from the table I created into this new document to expand on them. To make things easier, I list out the key points, because they are easier to read before I start making changes and adding more context.
Tip: Break the text into blocks. The shortest paragraph should be three to four lines, and the longest should be eight to nine lines. Use an em dash ( — ), and other appropriate punctuation to space out heavy sentences. This is a rough draft, so do not look out for grammatical errors or poor structure.
Take a break.
Walk around. Take a nap. Call a friend. Go on Twitter. Listen to a podcast. But do not get carried away.
Craft your summary…then your introduction.
I like to make my introduction very catchy. I either start with a question, a lingering or contradictory statement, or something unexpected to catch the reader’s attention and give them a glimpse of what to expect. As much as possible, I try to avoid using statistics like ‘According to the World Bank…’, because it is a safe, predictable, but boring way to introduce your reader to your piece. I like to give them something to look forward to. An introduction that makes them think ‘I am going to enjoy reading this’. A good introduction should be a teaser and have the ability to draw interest. It should give your reader a glimpse of what to expect and make them yearn for more.
My next step is to write a summary of the points listed and make it a closing paragraph or statement. I always ask myself the following questions:
- What is my argument?
- What perspective do I want to write from? Essentially, what is this piece supposed to achieve?
- Am I simply writing to inform, spark a debate or conversation, or am I taking a neutral stand?
- If a random paragraph is extracted from this piece, will it still be understandable or will it be completely out of context?
Lists are magic. Here is a great way to implement them effectively.
An average reader spends about 5 seconds on a web page, and the moment you can grasp their attention within this time frame, 50% of your job is done.
Edit.
It’s time to edit. There are three major types of editing: structural editing, copy editing, and proofreading, and I like to execute them in that order. I am a fan of simplification, but I also try to create the right balance by not oversimplifying my words, especially if the audience is very sophisticated and educated. Use elevated synonyms and adjectives.
Know your audience.
Take a break and clean up.
Look at it with a fresh pair of eyes. Read through it several times, adding hyperlinks, page breaks, and appropriate punctuation. I am a sucker for visuals, so I like to add images, embed audio and video files, and include interesting images and illustrations. Always credit your sources and include a keyword in the alt text.
Craft your title.
Keep it short and sweet, but interesting.
Three ways:
Consider asking a question: “How can I…?”,
Use a colon (:) to separate concepts and sentences.
Write it like a guide; ‘Ten ways you can travel light’.
Lastly, always make sure your title includes a keyword for Search Engine Optimization (SEO).
Publish and distribute.
Voila. You are done.
This is a process that helps me be more effective as a content writer, and I hope it helps you too.
