How to Get Started in Digital Content Writing

A beginner’s two-step beginner guide
by Chiu K

Blogging can be a daunting task, especially when you’re not used to writing for an online audience. Not only do you need to find a subject of interest, you also need to overcome your writer’s block. If you need a little help though, here’s two questions to answer to get you started on the right path:

  1. Who is your audience?

Knowing your audience is especially important for businesses. Also known as buyer personas, this involves creating different profiles of the type of audience you’d like to have reading your blog. By determining their habits, lifestyle, gender, etc., you’d be better equipped to write a piece tailored to their need.

For example, if you’re a B2C selling DIY kits to teenagers, you might want to make your post brief and easy to read. Your wording will be less formal and a lot more conversational in order to get your teens to understand you. On the contrary, if you’re a B2B selling LED street lights, you would want to use industry lingo in your text. The topic of your content will also reflect the interest of your clients, such as the effectiveness of LED lights in reducing energy consumption.

  1. Why is this important?

Before you start writing your post, you need to answer why this article is interesting for your readers. What do you want to convey in this story? Once you’ve gone past your writer’s block, make sure to take pauses and ask yourself “why” frequently. It is all too easy to lose focus of your original intent and go off on a tangent. Asking why will make sure you stay on track, and help you develop your story even further.

Of course, this is just two of the six questions your article should answer to. The golden rule of who, what, when, where, how, why still applies, but I believe that by the time you’ve established your who and why, you’ve already found the answer to your other w’s and hows.

Chiu Kwok holds a Bachelor of Commerce, with a major in Marketing. She has over 4 years in eCommerce management and is looking to expand her marketing expertise in SEO and growth strategy. As part of the curriculum for her certificate in Digital Content and Community Management, Chiu currently contributes to McGill’s Continuing Studies’ CBUSS 111 blog.

One thought on “How to Get Started in Digital Content Writing

  1. Marina Longo-

    Chiu you have great writing style! This is my biggest issue within my job when it comes to the topic of blogging. We have not yet come to terms with the fact if we want to start blogging or not but the question we always ask ourselves is who and why? We are a B2B company and the comparison you made with the B2C vs. B2B is great and really made me think of how to better approach it! Well done!


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