UX writer, product copywriter or a content designer (whichever you prefer) is one of the most in-demand skills in the world today. In a sea of competition, brands are beginning to realise just how important content is – if you create valuable content, more people will engage with your brand and in return, make you more money.

Business’ are turning to content in their digital strategy – Social media, blogs, videos and email campaigns – to differentiate themselves from their competitors. The phrase “Killer Content” is being used more in workplaces, but what is content without an audience?

Writing exceptional content with the reader (user) in mind will help you build an audience. I am going to share with you 6 principles that will guide you to create killer content.


1. Add value to your content

People want to feel good about themselves, if you can do this you have added value to them. There are 3 key ways to add value to your audience;

  • Entertain –Can you make the reader smile, laugh, be excited or even cry (with happiness of course)? Changing the emotional behaviour will have an impact on the reader and this will add value to your content.
  • Teach or Inspire – It’s a true fact, humans seek to learn new things whether it is news, trending fashion or the latest space rocket launch. By making the user more knowledgeable will add value to their everyday life.
  • Solve a problem – Everyone needs answers at some point. Does your product or service solve a problem? Share this with your audience, you never know what answers people are looking for. It could be product or service that adds value to their lives.


2. 80/20 Rule

The title of the blog post, campaign or collection is the most important section of your whole post. Why?

The 80/20 rule suggests that 80% of your results come from 20% your actions. David Ogilvy in ‘Confessions of an Advertising Man’ states:

  • 80% of people will read your headlines.
  • 20% of those people will read the rest of your content

“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” David Ogilvy

You may be wondering why? Well, the title is the most read element of your post, campaign or collection, if people aren’t intrigued by the title they aren’t going to read anything else.


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3. Create content that is clear & concise

It is really important your user is not left confused after reading your content – it is crucial to be clear and concise. I have a perfect example for you; Don’t use ‘discover’ when you mean ‘find’

Take out the words which are not necessary and avoid ambiguity if possible. Being clear is the guide to users receiving a good experience.


4. Consistency is Key

This is a key principle in UX design, without it, we can’t get far. Consistency is intuitive design, users will learn fast how to interact with your content and eliminate confusion. Content that has been predefined saves time and money.


5. Trust your instincts 

Believe in yourself! You never know, someone may fall in love with your style of writing, brand or campaign. Go by the rule of thumb, if it doesn’t sound right, it’s likely your users will feel the same way. 


6. Leave readers with questions

By this, I don’t mean write an unfinished post – quite the opposite. What I mean is, include questions that make readers reflect on what they have learnt. An engaged audience hangs on to every word and takes in all you write.


“Content informs design: design without content is decoration” Jeffery Zeldman



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