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A Non-Writers Guide to Writing Customer-Focused Web Content

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Web content is an essential tool for businesses to grow and engage their audiences, but it takes a lot of effort to build a content-generating machine that will drive sales.

Part of a sustainable content generation strategy is bringing team members together from across your company to contribute to your content strategy. However, for many non-writers or those new to content creation, the idea of crafting a blog post or other content might seem daunting.

With a clear and structured outline, even non-writers can produce compelling and informative content that addresses the needs of potential customers. Here’s a practical blueprint to help the non-writers on your team put together effective web content.

Introduction: Addressing the Customer’s Need

The introduction sets the stage for your blog post. Start by stating the question or problem your potential customers might have. Consider their pain points and briefly outline what the blog post aims to achieve.

Understanding the Customer’s Question: Define the Issue

Define and elaborate on the specific question or problem you aim to address. Break it down into simpler terms and provide context. Talk about the broader context of this question within your industry. This allows readers to know that you understand their concerns and are ready to provide solutions or answers.

Become a Trusted Resource: Share Your Experience

Tell the reader why your company is a credible resource that is qualified to answer their question. Highlight your depth of experience and the success you’ve had with helping other customers in the same way. You don’t want to be too sales-y, but it’s important to show your confidence in your answer and the services your company provides.

Answering the Question: Provide Solutions or Insights

Now it’s time to answer the actual question. Break down the answer into subtopics or steps, if applicable. Provide valuable information, insights, or solutions related to the customer’s question. Use simple language, bullet points, or numbered lists for clarity and to enable readers to skim. Try to avoid using industry jargon or abbreviations that may be confusing to customers.

Include Examples or Case Studies: Make It Relatable

Where applicable, use real-life examples, case studies, or anecdotes that resonate with your audience. Stories or practical instances can make the information more relatable and memorable.

Wrap Up and Call to Action: Encourage Engagement

Summarize the key points discussed in the blog post and reiterate how your content addresses the initial customer question. Conclude with a call to action, prompting readers to engage further — whether it’s subscribing to a newsletter, leaving comments, exploring related products or services, or contacting you via e-mail or phone.

Writing content to answer potential customer questions need not be an intimidating task, even for non-writers. Following a structured outline provides guidance and direction that anyone can follow. By acknowledging customer questions and providing insightful solutions, non-writers can participate in your content generation strategy and create content that engages and satisfies the needs of your customers. The goal is to provide valuable, relevant content that demonstrates your understanding and expertise while fostering a connection with your readers.

Jeremy Gimbel is co-author of A 7-week Guide to Growing Your Business with Web Content.

This ebook is an easy-to-follow guide that will teach you step-by-step how to create and implement a content marketing plan on your website to achieve your business goals. Authors Jeremy Gimbel and Jennica Stevens Pesapane share their experience in building content marketing programs and take you through a 7 week process to build your own.

Get in Touch With Jeremy

The majority of my time is spent working for Happy Cog, however I do take on occasional consulting and speaking gigs.

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Recruiters, please do not contact me. I’m not looking for employment at this time.

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