Write your own content. Four words that sum up my philosophy. Four words I want you to embrace. Park your doubts and fears. Have the confidence to write your own content. Become a natural teller of tales. Produce and share the words that will set you apart. You’ve lived your stories – so tell them. In Episode 1 of my new video series, I share my thoughts on why you should write your own content.
In future episodes I’ll help you overcome your fears, show you how be a more productive writer and help you master the craft of storytelling for your organisation.
But for now. Here’s Episode 1 of The Story Edge.
Why you should write your own content
Hey. Welcome to The Story Edge, Episode number one. Wow. I’m doing it. I’m actually doing it. I’m doing a video series which I never thought I would actually do because I’m a writer and I write words. I don’t speak to camera. I’ve got a face for radio. Why would I bother speaking to camera? For me, this is an evolution of the business. This is a way of communicating more directly with people. It is also a way of moving me out of my comfort boundaries which I think for everyone is a good thing to do from time to time.
Let’s get right into it. This is episode number one and the focus is on answering a simple question. Why should you write your own content for your business or organisation? First of all, if you know me and you haven’t spoken to me in a while, you might be thinking, “Why is Kevin telling people to write their own content? Kev’s a copywriter.” Well, Kev was a copywriter and to a degree, I still am a copywriter but here’s the thing. I believe that nobody is best placed to write your content for your business than you.
I’ve written content for a lot of different businesses and I’ve really enjoyed it and it’s been quite lucrative and it’s been the main part of my business; but something didn’t feel right. Something philosophically – yes, that’s quite deep for episode one – but yes, philosophically. I honestly believe that if you’re in business for yourself or if you’re an owner of a small business, that you are the best person to write the content for your business.
What do I actually mean by writing the content? It could be blog posts, it could your web content, it could be emails, sales collateral. It could be whatever content you write. It could be video scripts. It could be podcast scripts or podcast outlines.
You are best placed to write that for yourself. A lot of people don’t want to do it because they don’t have the time. A lot of people don’t want to do it because they don’t have the confidence but through these videos and the content on my website, thestoryedge.co.uk, I’ll be sharing advice, guidelines as well as offering coaching and online courses to help you overcome your fears of writing your own content.
The real aim is to give you enough good free stuff to get you started. The aim is, that for a lot of you, you’ll never need to hire a writer again. You’ll never even need to work with me as a coach or as a consultant because you’ll be able to get on and do it yourself.
For a lot of people, it’s just simply the mindset. You need to shift it and it’s not easy. Let’s get into this episode. I’m just referring to a couple of notes here because I’m not that fluent with video talkie to camera type stuff but we’ll get there. We’ll get there. Here are the six reasons why you should write your own content.
Number one, you’ve lived your stories. You can tell them better than anyone. You can brief a writer, you can be interviewed by a writer, but ultimately, you’ve actually lived your stories so you can tell them better than anyone.
You’re also authentic. You’re real, you’ve got personality, and you’re you. It’s your greatest asset and you really, really need to use it.
Number three, nobody can replicate your tone of voice. The way that you want to say something will be different from the way that a writer that you hire would tell your story. The tone of voice would be different. Your tone of voice is like your DNA. It defines who you are and you need to use that consistently. It’s difficult to maintain that if you’re hiring out to different writers and they lack that consistent voice.
Four, again your personality is your greatest asset. Don’t be scared of your personality.
So many people hold back. They write from here (Points to HEAD). They don’t write from here (Points to HEART). Let your personality come out and some people, people say to me, “You know what? How can I write like you? How can I have personality like you add to your writing?” The truth is you can’t, because you’re you, and I’m me.
You (need to) use your personality. You might not think you have a great personality but you do have a great personality. Get out there. Don’t be shy.
The other thing is, if you write your own content and you do it consistently, you become a content marketing practitioner rather than a content marketing theorist.
You can read all the books from great people like Ann Handley, Mark Schaefer, Marcus Sheridan. You can get advice on vlogging from Amy Schmittauer and loads of other people but if you don’t actually put it into practice, you’ll never be able to become a proper content marketing practitioner so do it. Get out there and do it. If you write content for yourself, it’ll become easier. It will become more natural and you’ll become a skilled content marketer.
Finally, probably one of the most important things, you build trust with your audience. If you’re speaking to your audience on a regular basis, with your own voice, with your own personality, with your own words, you will connect with more people. They will trust you over time the more you communicate with them. The more you communicate with them in a consistent way. The risk is if you outsource writing to different people, that tone of voice, that personality, that authenticity will be lost. People will be confused and you could lose that important element of trust.
Honestly, don’t be afraid. You are your best writer. You are the person to outsource the content writing to. Not me. Not to anybody else. Get writing. Write with confidence. Don’t be scared. I’ll be back again soon with another video that will share some practical tips, specifically around the issue of confidence and writing. Until then, thanks for watching episode number one of The Story Edge and I’ll see you in episode two. Happy writing, folks.