Writing for different clients across various industries may often feel like juggling different-sized balls while someone keeps throwing eggs in the mix. With the demand for fresh content showing no signs of letting up and quality expectations rising along with it, hitting that word count can sometimes feel overwhelming. But if there’s one trait multi-niche content writers have that keeps them afloat, it’s that they are not experts on one or a few topics, but they are experts in pretending to be one when needed.

For most writers, the tallest hurdle they face is not thinking about what to write but rather thinking about how to turn what’s already in their minds into a coherent, relatable, enjoyable, and purpose-driven copy. Here are some easy-to-follow guidelines that you can apply to any topic to help organise and structure your thoughts and reshape them into effective web content.

1. Make an Outline

Writing a thousand words in one sitting can seem daunting even for an experienced content writer, but that same writer will tell you that 200 words are fairly easy. So why not write 200 words five times over? That’s what you’ll be doing if you outline first. Organise all your thoughts into categories or subheadings that you can use within your copy. That way, you don’t get lost transitioning from one idea to the next and missing some important points along the way. Also, by doing so, you’re chopping up your copy into bite-sized pieces for both you and your audience.

2. Become the Audience

Before you even start writing, consider who you’re writing for. This is one of the prerequisites needed to sound knowledgeable or relatable in any topic you’ll cover. If it’s meant for broad general consumption, you should steer clear from jargon that could potentially turn some readers off. On the other hand, when writing copies for a focused audience, industry-specific verbiage will do well to keep them interested. Always remember that content writing becomes most effective when the readers feel that the copy was written specifically for them—like how this copy was meant for you, a content writer looking for tips, inspiration, or something to paraphrase.

3. Answer Common Questions

This is another easy 200 words right here. A quick search query can let you know what most people are asking about a certain product, service, or topic. Find a couple of reliable sources and formulate your own answer using your own voice. This is still good practice. Remember that creativity is not limited to producing something from a blank slate; it’s also your capacity to take bits and pieces from what’s already there and present them in a way that has not been done before.  

4. Include Your Unique Selling Points

More than talking about what you have, talk about how your readers will genuinely benefit from your product or service. Talk about what makes the business unique from its competitors but keep the points relevant to your audience. Potential customers will always be more interested in reading about a new product line rather than the company’s optimal debt-to-equity ratio.

5. Don’t Lose Your Purpose

Sometimes, writing can get too much fun, and you can get lost in the dervish of creativity that you forget that you’re supposed to be selling a house and end up talking about the history of stucco instead. Content writing and copywriting are distinct from other literary forms because of their marketing intentions. Books and stories provoke their readers’ thoughts, marketing copies should provoke their wallets. Each piece of content should be driven by purpose; otherwise, it’s just a story. Even seemingly benign blog posts like this will ultimately funnel you into sales or service pages.

6. Be Interested in Everything

Regardless of if you’re writing content as a career, a side-hustle, or a hobby, it always pays off to be well-read about a good number of topics and familiar even with just the basics of various industries. And because actively trying to learn about ‘everything’ is impossible, at best, a good practice would be to savour every tidbit of information that comes your way because you’ll never know when you’ll be able to inject them into one of your copies. From posters and flyers to infomercials and movies, all the way to the back of your shampoo bottle, file all that information under ‘will use later,’ because most probably, you will.

7. Finish Strong!

It’s a sad statistic that most people who read stuff online only tend to retain the last parts of the copy, so this is where you need to make your marketing message heard. Quickly reiterate the product or service’s strong points, remind readers of what’s in it for them, and then include a call to action: something realistic along the lines of encouraging them to make a phone call, leave a message, or to jump to another page on your site.