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.


Working with Kyle at TrueLine Publishing was a great experience. We are quite pleased with how the article about Souder Brothers turned out. The magazine article and photo spread is going to be a very effective tool to use in our marketing. If you have the opportunity to be featured in a project like this, I would recommend doing it. Kyle and his team made the whole process very smooth and we are happy to have been a part of the latest edition of US Builders Review.
— Corinne Schaffer, Project Manager, Souder Brothers Construction
Ryan at TrueLine was a pleasure to work with and we wouldn't hesitate to recommend him or TrueLine to anyone in the future. They were professional, organized and great to work with through the process!
— James Cahill, President and Partner, J. Calnan & Associates
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 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.
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 was contacted as a nominee for the Greenbuild Editor’s Choice 2016 recognition and I couldn’t have asked for a better experience. Working with US Builders Review has been a blessing for my company. Erica Berry took an awesome interview in the initial call as she gathered data for the article. She was concerned about how we became us, and she made me feel important by listening and taking notes. Then there is Ian Nichols who made me feel so comfortable in sharing my story, and Molly Shaw who interviewed me as well, as she was getting ready to create an awesome article about my company -- and I must say she nailed it on the first run! What a pleasure it has been to work with everyone. This feature on Container Homes USA will help me push the company into the forefront at the Greenbuild Expo 2016.
— Derrick C. W. Childs, Director Construction & Design, Container Homes USA
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
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
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


Spring 2018



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