Does Your Content Have Intent?

In freshman comp, one of the first things I learned is writing generally has one of three purposes:

· To entertain

· To inform

· To persuade

When we sit down to write something, identifying the purpose of the piece and its intended audience is key. Ask yourself, “What is my goal? What am I trying to accomplish with this piece of writing?”

Writing content is no different. Whether it’s website copy, a brochure, or an email newsletter, writers must always have their intention foremost in their minds.

Content must reach readers on different levels: emotional (you feel their pain), human (you relate to their experience), and, frankly, financial (how will your product/service/process make your readers’ lives easier? What kind of cost savings can you give them?) Like any other piece of writing, it's important to make a connection with the reader so they not only continue reading, but care about the message you are trying to convey.

Using the timeless three purposes of writing mentioned above, content for three different websites might look like this:

· A Mom blog written in a light-hearted, conversational tone relating the trials and triumphs of motherhood (entertain)

· A news website focused on little-known unsolved mysteries throughout history (inform)

· A startup gourmet food e-commerce site focused on farm-to-table eating looking to grow its customer base. The site’s articles focus on the benefits of organic food and tips for developing healthier eating habits (persuade)

And let’s not forget including a solid call to action. This message wants readers to do something—“Call now!”, “Register today!”—and do it quickly—“Seating is limited! Register online here!” A call to action should be clear, concise, and have a sense of urgency.

Content is key for engaging with your readers. Be sure to identify a clear goal for the piece.

Be aware of your word choice throughout the writing process. Strong verbs and descriptive adjectives will help sharpen your message. If possible, ask a friend or colleague to review the piece and offer feedback. If you’ve gotten your intended message across, even an unbiased reader should be compelled to act.

What are your best tips for writing content with intent?