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If there is a formula for great content, it’s this:

Eye-catching headline + valuable information + lively, interesting writing = genuinely great content

Your content plan checklist

1. Dig out any content you’ve already written to see if it’s useful for your readers. If it hits the spot, simply update and publish it.
2. Do you know what your competition is up to?

   Do some research. There's little point covering the same ground as your competition, unless you have particular knowledge or insight that they don't have.

3. What resources do you have?

   Agree how much time, budget and staff hours you are able to spend on pulling your content together.

4. Can you put together a content calendar?
   

   At certain times of the year, you could produce particularly useful and valuable content. A content calendar will help you make sure you hit those dates with relevant, topical content.

5. How will you create your content?

   Think about how you’re going to create your content. Here are a few suggestions:

   • Interview experts in the subject
   • Talk to clients with relevant experience
   • Commission research
   • Hold round-table discussions
     
     

21 things you need to do to produce great content

1. Invest in quality content. It will bring you good SEO results, better conversion rates and higher ROI.

   Be educational, topical and helpful. Educate first, sell second.

2. Find out everything you can about your target audience.
   
   
   • What are their needs and wants?
   • What questions do they want answers to? What problems do they need solving?
   • How do they like to consume their content?
   • What is their preferred format? Do they like to read or watch content?
3. Brief an experienced writer. This goes back to point 1 on this list. Spend money on quality writing. Bad writing will quickly kill a great idea.
4. Make it valuable. The best content is informative, reusable and educational.
5. Make it relevant. Look at producing current, topical content that focuses on the specific needs of your audience.
6. Write a compelling headline. A strong headline will hook people in and get them reading.
7. Use intriguing but informative subheadings. Solid subheadings will keep your reader engaged and break up the text, helping them move though the rest of the content.
8. Review your subheadings. Will your reader understand what your piece is about if they only read the subheadings? Do you have a compelling story?
9. Write for people, optimise for search engines. Write like you are talking face-to-face with your reader.  Be natural.
10. Tell them a story. People like stories and tend to want to read to the end. Don’t exaggerate or you’ll lose credibility.
11. Use short words, short sentences and short paragraphs.
12. Focus 100% on the needs and wants of the reader. Solve their problems.  Answer their questions.
13. Avoid jargon. The best copywriters write for a reading age of 14.
14. Use keywords and key phrases that are appropriate to your headline and body copy.
15. Always include a call to action.  It is second only to the headline in importance.Tell them why they must act now and what to do next.
16. Use the power of numbers.

    Think those numbered list posts are tired? Think again. Numbers are an incredibly effective way to both capture attention and to keep the reader interested.

17. Use bullet points to help your readers scan your content.
18. Check your facts.  This is important to build credibility and trust.
19. Use great quotes and/or testimonials.
20. Spellcheck the final draft. And then invest in a proofreader.
21. Brief your designer. Use great imagery. Try to include an image for every 300 words of text.
    
    

You can summarise this in a few short paragraphs

1. Capture attention with a short, relevant, benefit-led headline.
2. Define the problem you are about to solve.
3. Explain the consequences of the problem.
4. Explain the consequences of not solving the problem.
5. Give a solution.
6. Explain how the solution solves the problem.
7. Tell your reader why the solution is unique.
8. Give a real example of someone who has suffered this problem.  Explain how your solution helped to solve their problem. Ideally include a testimonial.
9. Explain how anyone in the same situation can achieve the same results.
10. Make it clear how the reader can find out more about your solution.   (Include your call to action).
11. Edit the copy to include relevant keywords - but without destroying the flow and quality of the writing.
12. Structure your content like a story. People like stories and tend to read them through to the end, which is exactly what you want them to do with your content.