The content writing kick in the pants that I needed.
A couple weeks ago, I shared that I was experiencing “content imposter syndrome.”
What I meant was that I was petrified to write content for my new niche. I was feeling the pressure of having to be an “expert” and having my work critiqued by my peers.
In just another example of why I’m so glad to be sharing this journey in my business publicly, comments and advice poured in via email, Twitter, and blog comments.
You all are amazing.
There was one comment in particular that was really a breakthrough for me. It’s what got me energized and finally rolling forward with the blog post I was intimidated to write.
I want to share that advice with you. I really think it will help you move forward if there is content you want to publish but are a little intimidated to even create.
The advice came from Chris Lema, and he wrote it in the comments on the original post. I take no credit for this but still want to share it. Here’s an excerpt:
You’re not writing for your peers. You’re not writing for other SEO experts who might read your post and have other opinions. You’re not writing for yourself…
You’re writing for your target audience. And the only thing that matters is whether they will find it helpful.
When I write, I picture the one person I’m writing for, and I write to them. Just that one person. As if we’re sitting across the table from each other at a coffee shop. And all that matters is whether they find it useful and helpful – regardless of what others may think.
This was truly an entirely different way to look at the content I wanted to write.
My Content Writing Muse
As soon as I read this, I immediately knew who I would write for within my niche of wedding vendors: my friend Tessa, a wedding photographer in Columbus, Ohio.
We’ve had conversations about SEO before, where I’m careful to explain a technical topic in a clear way that she, as a creative, can really latch onto.
Why hadn’t I thought about writing my content in the same way, for clients just like her?
When I thought about exactly how I would explain SEO to Tessa, the writing process just felt SO much more natural. I sat down the very next day during my usual Thursday morning writing time, and the words flowed.
It was also so much less intimidating, because I know that I know much, much more on my topic than my target audience. I finally felt confident that what I was sharing was helpful and needed, regardless of how my peers might critique it.
Finally, I felt that framing my writing around what I would tell Tessa really improved the quality of the writing. That thought informed how I explained things, the examples I used, and the whole tone of the post.
I honestly think it’s one of the best pieces of writing I’ve done.
I was so excited that I shared this:
When I was too intimidated to write content for my new niche, @chrislema suggested I picture one person in my target audience to write for.
This is my friend Tessa, an incredible wedding photographer. I have now written 1670 words explaining “What is SEO?,” just for her. ❤️ pic.twitter.com/GEee34COHz
— Sara Dunn (@Sara11D) January 4, 2018
The end result is this 1700+ word post: What is Search Engine Optimization? An Intro for Wedding Vendors
I’m so thankful to have received this advice. I know it will continue to shape the rest of my content development, including blog posts, opt-ins, and general tone and language.
I hope this advice helps you to breakthrough and create content that your target audience will really appreciate. If you use this tip, please let me know! I’m curious if you find it as helpful as I did.