Communicating Well: 4 Tips for Creating Substantial Content


We’re all guilty of it: just creating content to for content’s sake. After all, a decade ago businesses didn’t have to manage multiple social media channels, write blogs, create videos and more along with their actual work. So, maybe your social media posts have gotten a little fluffy, or maybe you’ve just been recycling old blog posts as new ones.

Despite the challenges, developing a content strategy that’s full of substantial content will be worth the effort. One of the keys to great content is shareability – sparking within the reader or viewer that they need to be sure that their loved ones see it.

We’re still living in the land of clickbait, where insubstantial content gets lots of clicks because, “You won’t believe what she does on number 42.” We absolutely think it’s wise to write eye-catching copy to lure your reader into your content, but if it’s a huge letdown once they get there, everyone’s time has been wasted.

Instead, create great content. As you plan, consider what will be meaningful, relevant, entertaining, and insightful for your audience. What will educate or excite them? What expertise do you have that you can share with your audience through great content?

“The internet is only going to become more crowded. And as the human attention span dwindles, that makes it even more important to create content that engages and maintains your audience’s attention.” – Meaghan Keaney Anderson, VP of Marketing, HubSpot


Try this experiment: look at the last 5 content items you’ve shared on your own social media channels. Why did you share them? Who did you share them with? What set them apart? Odds are, they made you laugh or they taught you something new. Perhaps they boldly said something that you hadn’t read anywhere else.

Here are a few tips for developing substantial content:

  1. Research before you write.When you determine the right topic, surf the web and see what is already out there and what content is informative and engaging to you as an expert on this. Then dig deeper to see what actual research is out there to backup what you have to say. Saying something substantial often means that you’ll be referencing other sources to support your argument.
  2. Identify a problem, then outline the solution. If you can identify a problem your potential customer has and then outline the solution to it with your content, they are more likely to share with a friend but also to engage with your business. If you can make the process entertaining and enjoyable, even better. Think of your digital presence as an extension of the experience they will have at your place of business.
  3. Have something to say. One frequently-made mistake businesses make when it comes to content is that they’ll identify a problem, synthesize the possible solutions, but never position themselves as the expert. Boldly make a statement! You are the expert, and you have permission to take a position. Your insights will reward you.
  4. Be succinct. Rather then thinking of your content as a buffet dinner, think of it like a gourmet meal. It doesn’t need to be falling off the plate to be excellent, in fact it’s better to be succinct and jam-packed with rich insight.

Ready to have a conversation about developing substantial content? Get in touch here.

Colleen Cook

Colleen Cook

Colleen Cook works full-time as the Director of Operations at Vinyl Marketing in Ashland, Ohio, where she resides with her husband Mike and three young daughters. She's an insatiable extrovert who enjoys finding reasons to gather people.