Even if writing isn’t exactly your forte, the ability to communicate clearly and persuasively is essential—both for your leadership skills, and your ability to develop a strong online presence for your brand.

Imagine this: you’ve spent a good deal of time and money developing a beautifully designed, user-friendly website for your company, and you have high expectations for it to lead to greater brand awareness and more sales. But that website needs fuel in the form of great content. Moreover, you’ll have to promote it via social media, with… you guessed it, more great content.

Many of you don’t need to envision that scenario: you’ve faced it already, and you know that you simply can’t afford to neglect your writing skills.

How to Master the Art of Writing
Of course, there’s aren’t any instant shortcuts that will make you a brilliant writer overnight. It’s a skill that takes a lot of practice, commitment, and diligence. However, there are certain methods that will help you improve your creativity and writing technique with less effort, including these key strategies and tools:

1. Understand the ‘Why’ Behind Each Piece of Content
Think the purpose of content is simply to promote your brand? Think again! Your primary goal is to help the reader. Your reader should not come away believing that promotion was your main objective, but that your content is helping them in some way. Here are the main goals your content should have:

Delivering value for the target audience, in the form of problem solutions, tips that improve their lives, answers to their questions, or entertainment
Growing relationships with your audience that keep them coming back over the long term
Defining your brand (or yourself) to target readers
Researchers from the University of Pennsylvania analyzed the most emailed articles from The New York Times. The results were surprising: people liked sharing elaborate articles on intellectually-challenging topics, and they preferred recommending articles that awakened positive emotions. What about your brand? Analyze your own audience’s preferences and then craft content that will meet their expectations.

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