How are you supposed to create content that attracts readers and customers? Fall back on your scrappy business skills. Ask yourself, “Are you giving people something useful, authentic and helpful?” If your content sounds like sales copy and shiny marketing stuff to you, it’s going to be useless to your readers. Get inspiration from sites that are chock-full of great content, like Slideshare and LinkedIn. You might be surprised how the simplest of practices produce big results.
If you focus on solving problems or relieving the customer’s pain, your content will shine. If you push your product or write flowery sales copy, it won't. It doesn’t have to be all fancy schmancy, and you don’t have to push them towards the product. You don't even need to hire a writer. All you need to do is show them the solution and make sure they know your product offers that feature. If you write well, that's a bonus, but pertinent, relevant information trumps great writing almost every time. Good advice, solutions and information solves real world problems and that’s what customers want—relief. But if you’re still not comfortable writing your own, find a good writer on Elance, or hire someone to write for you.
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