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How to Write Great Content, Even if You’re Not a Writer

As a business professional and construction executive, you’re probably wondering why you need to create content. After all, you build amazing structures and wow people with your ability to use any piece of heavy equipment you happen to cross paths with, and that should be enough to gain new clients — right? Wrong. As impressive your skills may be, it’s hard to get the word out about your business and expertise when you’re not putting content online.

The good news is, writing effective content isn’t about being a fantastic writer or using correct grammar, it’s about connecting with your audience and telling a story. You may not be the next Mark Twain, but if you provide your customers with unique content that solves a problem, touches upon a common pain point or addresses a question, you can be their saving grace. It’s all about delivering the right information, to the right person, at the right time (which is usually when they are Googling for an answer to whatever question or problem they are experiencing!)

Are you a plumber? Write about an easy way to stop a leaky faucet. An interior spaces architect? Provide design ideas for people who are looking to spruce up their space. A lighting company? Give a few tips on how to conserve electricity. The goal is to get inside the heads of your readers, so you can better address their needs and wants. By focusing on the audience, rather than yourself, you automatically add value to your content.

An easy way to approach writing is to think of it as a paint by number. Fill in the blanks with key elements and wah-lah, you have an effective piece of content! Here’s a blueprint for creating your next piece…

1. Be empathetic and find common experiences. Analogies are great ways to connect with customers who may not be familiar with your product or service.

2. Share relevant and inspired stories. Put your reader into the story, be concise and write from a clear point of view.

3. Be useful. Define the goal of your content. Do you want to introduce your design software to international users? Do you want to increase the number of insulated window treatments you sell this winter? Write towards your goal.

Before you hit publish, ask yourself: “Will my readers find this useful? Will they miss my content if it goes away?” If the answer to either of those is no, then go back and edit. The goal here isn’t to produce more content, it’s to produce useful content. By delivering the right information, at the right time, in the right way, your loyal readers will turn into loyal customers — ultimately boosting your bottom-line.

So, what’s the takeaway? You don’t have to be an artist to finish a paint by number, and you certainly don’t have to be a writer to write — just provide insightful, useful information and you’ll be building lasting, profitable relationships with your customers in no time. For more business and content marketing tips, connect with us on Facebook and Twitter!

This post was inspired by Maine’s Social Media Breakfast, presented by Amanda O’Brien with guest speaker, content marketing expert and author of Everybody Writes,  Ann Handley.

Testimonials

Professional with attention to customer’s needs. Well prepared vision for article while open to suggestions. Provided plenty feedback and review prior to final draft. Thanks in advance for the assistance and promotion of our organization!
— Jason Lee, LEED AP O+M, Director of Sustainability and Optimization for Harvard Maintenance
I was contacted by the company to write a review on my business. They handled the process very efficient and professional. The pictures came out great and the article was perfect. I am very happy with their work.
— Kirt McGhee, Owner, K4M Construction
TrueLine Publishing was a delight to work with. They were extremely patient and worked diligently to get our article written and published. The team always responded in a timely manner and was courteous. I look forward to working with TrueLine Publishing in the future and will recommend them to other businesses.
— Crystal Leos, Business Development, DALLASWHITE Property Restoration
The process was simple: we were provided questions that the writers wanted to discuss, we were interviewed, and then we got to see a few drafts before the final version went to print. Given the quality of this publication, on behalf of Giroux, I can assure everyone that all of my partners would be happy to participate in similar articles in the future.
— Barbara Kotsos, Director of Marketing & PR, Giroux Glass
Kyle Gahm was instrumental in coordinating this project from beginning to end. He was always available and a pleasure to work with. It would be a pleasure to work with Kyle down the road. Bill Keaton was very impressive in raising money from advertising which resulted in ASE getting the cover story, so thank you Bill. Lia Prysunka and Jeanee Dudley are both very impressive individuals who deserve a lot of credit for this featured piece. They were both very patient and accepting of any changes we suggested. The format, quality, and resolution was awesome. To sum it all up: Our upper management, who never have been high on PR and things of this nature said that it was "absolutely fantastic" and were blown away. They now are requesting multiple copies of the full magazine and are very proud of the work you all put in. Thanks again.
— Ryan Sanzari, Director of Operations, Alfred Sanzari Enterprises
Everyone that we worked with was polite, professional, responsive & very good to work with. It was amazing to see the ideas transformed into the final product. We are very happy with the end results and would not hesitate to work with them in the future or recommend them to other business!
— James Kowalski, Owner, Kowalski Construction Inc.
I’m blown away with the value that could come out of our partnership through this article. Working with the US Builders Review team is something that I have never experienced before and every day I feel even more privileged to be with EJH Construction, I never take for granted the opportunities that have come my way.  I am so excited about what our future looks like based on the relationship that has been built with the US Builders Review team.
Jennifer Wilhelmsen – Director of Human Resources, EJH Construction Inc.
It was an absolute pleasure to work with the writers and editorial team at TrueLine Publishing for our recent article in US Builders Review. From the start of the project, it was apparent that everyone involved was very concerned with accuracy and getting the facts right. They were also very conscientious about soliciting our feedback and ensuring that we were happy with the content and with the manner in which Giroux Glass was described in the finalized piece.
— Barbara Kotsos, Director of Marketing & PR, Giroux Glass
The team at US Builders Review is professional and did a great job with your published article. They asked for and listened to my feedback and responded quickly to any requests I made.
— Susan Courter, Director of Business Development, R.E. Crawford Construction
What a great team US Builders has put in place! Having worked with Victor Martins a few years back, I was pleasantly surprised that he remembered our experience and contacted us again about an updated article. Not only did Victor brainstorm with me about content that would resonate with readers, but he assigned an excellent writer, Molly Shaw, to our account. Her interview with my client, Bardi Heating Cooling & Plumbing, was professional and succinct; as was her writing style. We had very few edits and were pleased not only with the article, but how well it was enhanced by color photos. Much appreciated!
— Karen Bird, Owner of Strategic Marketing Services, Bardi Heating Cooling & Plumbing

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Spring 2018

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