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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

The final product was an exceptionally well written and thorough story integrated with many of our project photos. It is a great endorsement of our company and our work that we are promoting on our website and through social media. We were impressed with the quality of the editorial and the professional follow-through.
— Susan Howell, Marketing Director for Howell Custom Building Group
I would like to commend the US Builders Review staff for their work in developing and writing a fantastic article for Miller Contracting Group, Inc. It was truly a pleasure to work with their professional and well organized staff.
— Chuck Daniels, Business Manager, Miller Contracting Group Inc.
I would like to commend the US Builders Review staff for their work in developing and writing a fantastic article for Miller Contracting Group, Inc. It was truly a pleasure to work with their professional and well organized staff.
— Chuck Daniels, Business Manager, Miller Contracting Group Inc.
We are excited to be featured as a case study in US Builders Review and look forward to sharing our company’s story with a national audience.
— Ryan Sanzari, Director of Operations, Alfred Sanzari Enterprises
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
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
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
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
Thank you all your efforts in putting together such a great article about our company in US Builders Review. DH Construction appreciates the professional manner in which your team worked with us to achieve the stateside exposure we were after; especially taking the time to get all of the facts correct. In short, the article was extremely well put together and we have already received a great deal of feedback, interest, and compliments as a result of the piece. Once again, we appreciate all the effort, and without a doubt, we will not hesitate to work with your organization again in the future.
— Daniel Harrigan, Principal, DH Construction
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

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Spring 2018

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