How many blogs or website pages do you see where the first sentence reads something like… “In the fast-paced world of social media…”. Eugh! It screams that the creator was rushed, uninspired or lazy (or perhaps all three). As marketers, we must balance the capabilities of AI tools with our commitment to quality and reader experience. While there is no doubt that technology can streamline our work, our primary duty remains creating content that truly resonates and delivers value.
In this blog, we explore five simple, actionable steps that you can take to produce content that is real, gets your message across, and most importantly, isn’t a snooze-fest for you to write, because if you’re bored and disengaged, how do you think your reader will feel?
When Good Blogs Go Bland
We need more content!! That may be the brief, but let’s face it, some blogs feel like a chore to write and an even bigger chore to read. That’s no coincidence – when your content loses its purpose, readers can feel it. The good news? You just need to go back to basics, find your why (yes, we love Simon Sinek) to rediscover your storytelling magic and reengage your readers.
Start with a fresh slate and forget what you learned about rigid writing rules and SEOing your blogs to death. The best content should capture your brand’s personality, your values, your expertise and the problems you solve. Take a look at Ann Handley for some advice and inspiration. She’s a copywriting expert who advocates conversational writing. Think about how you’d explain your topic in a conversational setting with a customer. Would you use phrases like “utilising methodologies”, or would you simply say, “this is how we would help”?
Great blogs aren’t about perfection – they’re about connection. They’re about taking your expertise and sharing it in a way that makes readers feel like they’re getting advice from a knowledgeable, trusted friend rather than a robot. When you free yourself from the constraints of standard-issue business-to-business writing and inject your personality into your content, your readers stay engaged. Let them know that you know your stuff, the difference you make and that you have the answers they came for. This is the user experience search engines like Google are looking for, and one that will reap rewards in your search engine ranking. Be human, be helpful, and be authentic.
So, how can you re-ignite your content?
1. Draw Inspiration from Existing Materials and Conversations
“Read, read, read. Read everything – trash, classics, good and bad, and see how they do it. Just like a carpenter who works as an apprentice and studies the master. Read! You’ll absorb it.
Then write. If it’s good, you’ll find out. If it’s not, throw it out of the window. William Faulkner
Before writing a single word, immerse yourself in the existing conversation around your topic. Think of it as joining a dinner party discussion that is already in full swing; you want to know who is around the table and what’s already been said before adding your voice to the mix.
Start by exploring how others have approached your subject matter. Study their angles, note their insights, and pay attention to what resonates with you. Maybe someone made a compelling argument you hadn’t considered, or perhaps they structured their dialogue in a particularly engaging way. These observations become the seeds of your unique perspective.
A great source of inspiration to spark your creativity is pages like blogs about blogs. Do some reading and try to see how you could implement some of their techniques, whether that’s the writing style, the layout of the page, or maybe user experience (UX) features. Find what aligns with your brand and purpose and work it into your content plan.
Here’s the crucial bit! You’re not copying anyone’s work; you’re using it as inspiration for your own ideas. It’s like being a composer who studies the classics before creating their own symphonies. The goal isn’t to replicate, but to be inspired.
Here are some things to think about to get the most out of your content research:
- Read widely, both within and outside your industry
- Note the arguments or perspectives that challenge your thinking
- Identify gaps in existing coverage that you could fill
- Look for unique connections between different viewpoints
- Consider how your personal experience adds a fresh layer to the conversation
Remember, the best content creators don’t exist in a vacuum, they’re part of a broader dialogue. Your unique value comes from blending diverse perspectives, adding your expertise, and presenting ideas in ways that speak to your specific audience.
Top tip: Use tools like BuzzSumo or Google Trends to identify trending topics and popular content formats.
2. Use the Power of Storytelling
Why do we tell stories, and what makes them so fascinating? Well, the origins of language date back more than 20 million years and storytelling is deeply rooted in human evolution. Long before we discovered the written word, we gathered around hearths and shared tales that shaped communities. From tone of voice to layout, strong creative direction helps tie your blogs into your wider brand experience.
What Makes Stories So Engaging?
Stories activate multiple areas of our brains, creating what neuroscientists call “neural coupling.” When you tell a story, your reader’s brain synchronises with the narrative, experiencing your words almost as if they were their own lived experience.
But what makes business stories work? It’s actually simpler than you may think:
Simple Moments That Matter
Share that experience when a client’s needs completely changed your approach to a project and solved a problem. Maybe a piece of feedback that inspired you to change your business model. Or a testimonial from a client that says everything you want to convey. These authentic glimpses into real experiences create an instant connection and help your reader feel seen and understood.
Real-World Impact
Use human experience to stand out from the crowd. Instead of saying “our software increases productivity by 25%,” tell the story of how a small business owner finally got to attend his son’s football games because he reclaimed his evenings using your solution.
Vulnerable Truths
Don’t shy away from sharing your failures and lessons learned. That time you launched a campaign that completely missed the mark? Share it along with your lessons learned. Readers trust authenticity over perfection. A great example of this is high-protein cereal brand Surreal’s marketing – we love their tongue in cheek approach and it certainly get’s people talking..
When readers are immersed in a story, they naturally spend more time on your website. This increased dwell time signals to search engines that your content is valuable, boosting SEO rankings. But that’s just a happy side effect; the real value is in the human connection and authenticity you create.
3. Make Your Blogs Visually Appealing
Walls are great for some things. Kicking a ball against, building houses, creating borders. But in blogging? They’re the fastest way to send readers running.
Your reader clicks on your blog and faces an intimidating block of text, stretching endlessly down their screen. No breaks, no breathing room, just an impenetrable mass of words. Their reaction? Usually, the same as mine when I get caught in road works. A lot of frustration and a quick U-turn.
The Psychology Behind Reader-Friendly Formatting
Our brains are capable of amazing things, but they’re easily overwhelmed. When readers meet dense blocks of text, their cognitive load spikes. It’s like trying to eat a giant sandwich without cutting it first – technically possible, but far from enjoyable and likely to end in a mess.
How Can You Visually Break Up Your Blogs?
Think of your blog’s format as an architectural design. Just as modern buildings use a mix of materials and spaces to create interest and flow, your blog should incorporate various elements to guide readers through your content.
Visual Space
- Create white space between paragraphs
- Keep paragraphs short and punchy (3-4 lines max)
- Use margins and padding to frame your content effectively
Dynamic Elements
- Include relevant images that add value (ditch the cliché stock photos that everyone else uses)
- Embed videos that demonstrate complex concepts
- Create custom infographics to visualise data
- Include relevant screenshots or diagrams
Strategic Structure
- Use headers to create clear sections (think of them as doorways between ideas)
- Incorporate pull quotes to highlight key insights
- Add subtle dividing lines or section breaks where appropriate
Interactive Elements
- Embed social media posts when relevant
- Include a clickable table of contents for longer pieces
- Add expandable sections for deeper dives if required
Remember, your content isn’t just competing with other blogs – it’s competing with TikTok videos, Instagram reels, and countless other forms of easily digestible content. Making your blog visually appealing and easy to navigate isn’t just good design, it’s imperative.
4. If You Don’t Have Time, Delegate
Let’s be honest about what “I don’t have time” really means. Sometimes it’s genuine – you’re juggling multiple priorities, and something has to give. More often, it’s code for “this feels like a chore” or “I’d rather do literally anything else.” And you know what? That’s perfectly okay.
Are You a Reluctant Writer?
When you force yourself to write without enthusiasm or bandwidth, three things typically happen: the quality suffers because your heart isn’t in it, other important tasks get delayed or rushed, and you build up resentment toward content creation.
Maybe it’s time to take a more strategic role in your content creation. Ask yourself these questions:
- Do I genuinely enjoy writing?
- Does writing energise or drain me?
- Is content creation part of my core skillset?
- Could someone else do this better or faster?
- What’s the opportunity cost of my time spent writing?
The most successful content strategies only happen when they’re executed well. Focus on finding the right people who can turn your company’s expertise into engaging content, and you’ll likely end up with better results than if you rush things yourself or ask our AI friends to help out.
The goal isn’t to write blogs – it’s to create valuable content that serves your audience and drives business results. Sometimes the best way to achieve that is to let the experts do their thing.
5. Plan Ahead and Set Yourself Up for Long-term Success
“Fail to prepare, prepare to fail.” You’ve probably heard that before, and it’s also true when it comes to content. We’ll share one of our pro content creation tips with you here; it’s a system that you can adopt and adapt to suit your business and strategic goals.
Start With What You Have
Before spending too much time planning future blogs and articles, take stock of your existing material. Review your most successful posts from the past six months. Which topics resonated most deeply with your audience? Where are the gaps in your current content? Understanding your content’s historical performance can provide crucial insights. This audit isn’t just about numbers, it’s about understanding the stories that connected with your audience and why they worked.
Build Your Foundation
Every successful blog needs strong content pillars: the core themes that align with your business objectives and audience needs. Think of these as the main chapters. They should reflect your unique expertise while addressing your customers’ primary pain points. Ideally, identify three to five main themes that you can explore from different angles throughout the year.
Create Your Planning Rhythm
Rather than planning post-by-post, think in terms of content seasons. Map out your content three months ahead, but maintain flexibility for trending topics and timely opportunities. Consider your business cycles, industry events, and seasonal nuances. This longer-term view helps you maintain consistency while adapting to changing circumstances.
Try to make it a habit to capture ideas from various sources: customer questions, sales team insights, industry news, and social media discussions. Think of this as your content garden – regularly plant new ideas and nurture them until they’re ready to bloom into full articles.
The Framework for Success
Each planned post needs a clear purpose. Consider who you’re writing for, what specific problem you’re solving, and what action you want readers to take. This is all about creating purposeful content that moves your business forward while serving your audience’s needs.
Your content ecosystem should include various types of posts that serve different purposes. Mix how-to guides with industry analysis, case studies with expert interviews. This variety keeps your blog engaging while serving different preferences. Whether you’re aiming to inspire, inform, or convert, a clear content strategy makes sure every blog earns its place online.
Top tip: use a sharable content calendar template to help you plan and collaborate.
And so this story ends…
Even as professional content writers, we need to work hard to stay inspired and ahead of UX trends, so we hope this article helps. By drawing inspiration from existing content, using the power of storytelling, design and planning, you’ll be one step (or ten) ahead of your competitors.
We deliberately haven’t covered AI in detail in this article (sign up for our newsletter for AI tips and training). If you would like to join one of our AI workshops on content, strategy or policy, please get in touch.