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How to make the king (content) work for your charity

Content is still king when it comes to a marketing strategy. Killer content sells. It is an effective marketing strategy organisations can use to reach their target audience.

Here are some content creation tips you can use to write killer content.

Things you'll need

  • Statistics
  • A lot of time
  • Editorial staff

Research your audience

Knowing who your audience is the key to an effective content writing. These are some of the benefits of knowing who will be reading what you have written.


  • This will help you decide on what “voice” or writing style to use.
  • You can identify the purpose of your writing, which enable you to write an engaging topic that will keep your audience interested.
  • You will be able to adapt your content to the main concern of your audience.
  • It increases your audience’s understanding of your topic.

Write content that people will be happy to read (according to your research)

This will not only develop trust, it will also help boost traffic to a site and increase following to social media or a subscription to newsletters. If the readers enjoy your content, it is more likely that they will anticipate your future posts. Make it worth reading.


Insert creative visual content, if possible

Visual content are vital in getting readers attention and for an effective marketing campaign. Here are some of the examples of visual content you can add.

  • Images

People, especially young readers have a short attention span and are easily enticed by colorful images or contextually relevant images. This will make your content more interesting to read or scan. You can create your own visuals to include in your content through the use of applications like Canva.

  • Videos

Putting videos into your content may be a powerful tool in presenting an idea, products or services that you offer. There are different types of videos that you can choose to include in your content, choose the kind and overall style that is congruent to your brand. It can be a digital representation of your brand in the digital world.

  • Infographics

Infographics are essential in presenting complex data in a simplified and aesthetically pleasing way. It is a combination of charts, images and texts that accurately explains information or data regarding a certain topic.

Choosing the overall look including the font, style and color themes is vital in attracting readers to actually read the infographic. Most of the time even the most boring and mundane topics can be brought to life by very creative infographics.

It also increases the chance of the infographics being shared through various social media platforms and bring more traffic to the site.

  • Memes

Memes are images with humorous and witty captions. It may seem silly to include memes in your content, but it actually represents an easy-to-create visual content that may be 'viral’ in social media as a form of entertainment. It can set you apart from other too-serious content marketers if your audiences are millennials, college students and other younger demographics. This will allow a lighter way to explain thoughts and convey messages, which is a great way in building a community around your brand.

It is best to remember that although these visual content types can attract visitors to your sites or encourage more readers to read your content, a poorly made visual content can do more harm than good. Make it a point to only include high-quality visual content.


Write within the context and keep it short

It is tempting to always adhere to a number of words when writing content for online readers. However, if you don’t want to lose readers by boring them with your wall of text that is pointless, keep it short within context.

Although from a search engine optimisation perspective, lengthy articles are best. This may overwhelm readers due to over explanation of things and other added irrelevant information.


Edit your content to make it readable and scannable

Modern readers have a short attention span. Apart from adding visual aids to your content, keeping it easy to read by including information in a bulleted form, is preferred by a lot of readers. This will allow them to skim and scan information that they need.


Keep your content original and understand fair use

It is inevitable that writers will use other content that was written by other writers or taken from other sources. This is okay as long as you properly credit your references. Failing to do so can be a case of plagiarism. This is taking one’s work and claiming it as your own, which is an infringement of the Copyright Law.


Follow Hemingway’s theory

Ernest Hemingway believes that his theory can help people learn and practice good writing skills. “The Iceberg Theory” or most commonly known as the theory of omission, means that the writer should leave out irrelevant information and the use of unnecessary flowery words to describe things or send a message. This will result in a work that looks more credible and trustworthy.

Some writing tips to remember based on Hemingway’s theory.

  • Write a genuine or most accurate sentence you know to avoid writer’s block.
  • Keep it short and avoid long and winding sentences.
  • Avoid elaborate or ornate writing. Cut out unnecessary words that make your work too wordy.
  • Take some time to unwind to avoid getting stuck. This will allow your mind to loosen up a little and recharge.
  • Write only what you know based on the information you collected.
  • Strengthen your piece by omitting some information. You should know what to omit and what to disclose.
  • Reread your work. It will make you discover some grammatical errors every time you reread your work.
  • Break your sentences into pieces to improve readability.
  • Turn off your inner critic. Allow your work to sit for at least an hour before you judge it to be able to see it in a new perspective.

Search for the right words to make your content compelling

Choosing the right words is important in writing a compelling content. It will not only keep the readers engaged, it will also leave them feeling happy, empowered or convinced, depending on the positive message you want to convey. This will keep them reading through your article instead of just scanning or skimming it.

Here are some powerful words or handy phrases that you can insert into your title or content can attract your audience and keep your readers engaged.

  • Positive adjectives – “Extraordinary,” “Amazing,” “Remarkable”

When people see positive adjectives like “amazing,” it instantly inspires people to read your work. It means that they can expect something good when they read your work. They are powerful and compelling and when used the right way, helps in creating a strong content.

  • Tips and tricks

Tips and tricks work because people turn to Internet to search for ideas and information. The phrase “tips and tricks” is a hopeful promise that you will give your readers some shortcuts or hacks on how to do things more efficiently.

  • Numbered or bulleted list

Putting ideas into a numbered or bulleted list is highly effective in letting readers scan your content.

  • Easy

The word “easy” is a comforting word to read. No one wants to experience struggles or difficulties in doing things, that’s why including this powerful word into your content attracts even the busiest of people to read what you have to say.

  • You

“You” is a personal word. It is addressing your readers on a more personal level and making them feel that you are directly speaking to them.

  • New

In general, people always want something new or fresh to learn and see, and including the word new in your title might help you attract more readers. It sparks curiosity and giving them hope that you will deliver something that haven’t seen or heard.


Make sure you use the right words in writing your content and remember not to overuse them, because, at the end of the day, it is still the most powerful tool to achieve your content marketing strategies.


Use online tools to edit and manage the content

Online tools are the great way to check the accuracy of your work. Here are some online tools that writers can find useful in creating contents.

Copyscape is a free plagiarism checker that is useful in avoiding duplicates or any copied work. It is a great tool for writers to check if their articles are original.

Canva is a design software that lets people design their own work that they can use as visual contents on their blog, presentations and other presentations. 

Yes, there is now an app created based on Hemingway’s theory. Hemingway’s app provides immediate feedback on your content, checking the structure and sentence formatting.

Grammarly is an online proofreader tool that helps writers check for grammar, punctuation, spelling and other mistakes they might have overlooked.


Don't forget to write and post consistently

Writing for a blog or newsletter or periodical articles online requires consistent writing and posting. This will keep blogs and websites alive and fresh with new contents that are unique and engaging to readers. Updating your website regularly will maintain, if not drive more traffic to your site.

Create a blog schedule or an editorial calendar so you’d be able to schedule and organize your posts. This is a form of content strategy and a good one at that. Editorial calendar helps reduce the stress and pressure of coming up with new topics and ideas to write on the spot.

Tools for Editorial Calendar

  • Trello


You can list down ideas and categorize them into a different list to organize your contents quickly.

  • Google Sheets

You can use Google Sheets for your editorial planning that you can sync and access on all your devices.

  • CoSchedule

It’s a tool that let’s you organize information, plan your contents and collaborate with your team.


Creating a king content is powerful and can provide value in terms of marketing. Follow these steps to effectively deliver your killer content.

Further information

Some useful tools for you:


Page last edited Aug 21, 2018 History

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