As we celebrate 20 years of excellence in communications, we’re reflecting on the many lessons we’ve learned over the past two decades. In this article, we’ve compiled our 20 best content-writing tips.

Before you write:

1.) Create a content calendar. Planning out when and how you will share your materials will help you execute campaigns, keep you on track and set you up for success in reviewing your analytical data.

2.) Evaluate the credibility of recognitions. If you’re uncertain about a publication or recognition’s validity, assess the methodology and check how they are viewed by others in the industry.

3.) Search for other similar content. The last thing you want to do is repeat another source’s arguments or insights. You may find that your topic is fairly cut-and-dried and there are limited ways to write something original and fresh. Awareness of similar content can help you differentiate your piece to find a new, fresh take or decide to focus efforts elsewhere.

4.) Identify your target audience and write for them. Before you begin creating content, consider who your readers are and what topics they find valuable. In addition to focusing on those topics, pay attention to where your content will be published and the writing style the platform or publication uses. Avoid jargon or terminology your audience may not understand.

5.) Research your topic. Learn as much about your topic as possible and find out as much about its relevance to your audience as you can. How does it impact their business?  What opportunities does it create? What are competitors saying about the topic? Use this information to take a position or highlight the latest developments.

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When you write:

6.) Write stinky first drafts. This paraphrases Anne Lamott’s seminal work “Bird by Bird,” which teaches writers to ignore negative self-talk and type what they want to say in whatever flawed way they can. Remember, a first draft is not the be-all and end-all but rather a place to start. Get your initial thoughts out and polish it up from there.

7.) Focus on the takeaway. Anyone can read a Supreme Court decision or a new statute, but your experience and skills mean you can explain why these developments are important and how they impact your audience. Lead with those insights to connect better with your audience.

8.) Respond to questions or prompts. When submitting for an award or ranking, pay attention to the details of what is being requested and respond to those as thoroughly as you can, being careful to stay within word or character limits. This will help ensure your submission is as competitive as possible.

9.) Invest in headlines. Readers will spend one or two seconds scanning your piece’s headline before deciding whether to click and read any further. Spend a few moments crafting a headline to catch their attention with an important and/or interesting aspect of your message. Also, break up long sections with subheadlines summarizing an important point or highlighting an intriguing quotation. Headlines are also useful for boosting search engine optimization (SEO).

10.) Keep SEO top of mind. Your content is only useful if people find it, and SEO makes that happen.

11.) Emphasize concrete details. Start with factual, quantifiable information in any content where you are trying to make a persuasive argument, such as an award nomination. This helps your audience understand the impact and significance of the accomplishment.

12.) Incorporate data and statistics. Supporting your content with relevant data and statistics can strengthen your arguments, provide credibility and demonstrate expertise in your field.

13.) Use images and video. Using strong visuals with your content helps draw the reader in and also can help explain complicated concepts. Graphics, images, charts and video explainers are also great ways to increase SEO. Don’t forget to add closed captions whenever possible!

14.) Link to as many references as possible. Linking to relevant references, articles or examples helps illustrate and validate your content. It also provides a boost for SEO. Remember to choose the “open a new window” option when inserting a link to ensure your content will still be on the browser when the reader returns.

15.) Ensure accessibility. When creating content, especially for websites, make sure that it is accessible to all users, including those with disabilities. Using alt text for images, providing captions for videos, using clear and readable fonts, providing contrasting text and background colors on graphics and structuring content for screen readers all broaden your audience and also help maintain ADA compliance.

16.) Follow submission guidelines. When preparing content for publication or an award submission, follow the provided format and templates closely. These guidelines are designed to ensure consistency and clarity, which enhances your submission’s chances of being well-received. Additionally, be sure to understand a publication or award submission’s confidentiality guidelines to avoid serious legal or reputational issues.

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After you write:

17.) Read it aloud. This tactic will reveal clunky phrases and confusing or weak arguments.

18.) Proofread to improve. Let written pieces sit for 15 minutes, an hour or a day before proofreading. Allow yourself the time to review and fix mistakes, trim long phrases and clarify the key points that will show up when you take a fresh look at the project. In addition, if you’re writing for an external publication, ensure that you’ve followed any style guidelines provided. It also is beneficial to have someone else proofread behind you to catch anything you may have overlooked.

19.) Cross-promote your content. Once you have finalized and shared your content, don’t forget to cross-promote it on your website, in emails or newsletters and on your social media accounts. Be sure to vary the copy so that your audience doesn’t read the same message over and over.

20.) Revisit your existing content. It’s important to occasionally revisit your content to check for any needed updates, as well as ensure that links are still working and all company information is current.