Know your customer
Understand what makes them tick, what questions are uppermost in their mind, what and who influences them and where their affinities lie. Then exploit these mercilessly in carefully crafted content.
Don't drone on
Be concise and get to the point. Definitely don't drone on about yourself! People are looking for reasons to ignore you. So, talk about them and their world.
Engage them in a conversation with you
It's hard to get people to read about you. Even harder to get them to share. So be personable, warm, witty even, and confirm their beliefs. Give them a reason to pass your message on and affirm their views.
Give a point of view
Don't be afraid to be a little controversial or raise an opinion that will resonate strongly with your audience.
Think about where your prospect is in their 'journey'
Are they already engaged with you or are they seeing you for the first time? Tailor content around their particular needs and behaviours.
Finally, enjoy creating your own content
And put passion into it! Passion can be felt and passed along. We hope these simple principles will help you focus your thoughts when you're next fishing for inspiration to improve the quality of your content.