Writing Content To Create Value

Are you struggling to create content for your website? It's not that difficult if you keep these two points in mind.

In Order for an article to have value and be effective, it must:

1. Teach about a subject people want to know about that you have a comfortable knowledge of.

2. Have an immediately actionable portion as part of the lesson.

Think about it if you are searching for information on a subject and find something you can implement now, would you come back for more or subscribe to the feed? Of course. Now take that same idea and put the actionable part as something that cannot be immediately set in motion or has parts missing that the author releases by drips and drops over time. Would you see value in sticking around?

Sometimes people can be trained to anticipate something good when the bell rings like Pavlov's dog. Even Pavlov realized that after a while of just ringing the bell without food, the dog would stop reacting. Your audience is the same way. If you don't deliver enough times, you'll lose them.

Does Actionable necessarily mean DIY?

A number of my clients are service providers. They don't really want to tell people how to do the services they perform themselves. Actually, I too am a service provider. But I understand that there is a group out there that will always want to DIY (Do It Yourself). Just like there is a group that will never want to DIY.

It's when you give enough information that someone could do it themselves, that you gain access to a critical segment of the marketplace. The people who might try to DIY but learn that it is actually harder than they thought. They learn that it takes experience to get the results they wanted. And it's not just the services they're paying for, but the experience of the person providing them.

Actionable should include a Call To Action (CTA). That brings them to you to get the service performed. A CTA can be as simple as a link to a form or Buy Page. And it can be a button if you want to make it stand out and a bit more clear what to do.  

The actionable part of today's lesson:

Step 1 Determine what subject you have enough knowledge to comfortably teach. This should be a subject you've studied, practiced, done well, and enjoyed. But it has to be of interest to your audience.  

Step 2 Think about what you had problems getting past and what you did to overcome them.  

Step 3 The subject becomes the category or if it is that broad, the theme of the blog. Then there are parts of the subject that bear explanation.  

The problem becomes the topic of that particular article. You'll first explain the problem. Then you'll write about what causes the problem. Make sure to include all causes by at least touching on or mentioning them. That way you avoid having people thinking you don't fully know what you're talking about. Once you've outlined the problem, you explain how you (and now they) get past the problem.

Bonus Tip

Make sure you have a Call To Action (CTA). It should lead to an offer that fits with the topic of your post. Your post itself is not selling or salesy, it's informative. Your CTA is not pitchy, but is direct and to the point. Make sure you tie your CTA with your content so it's a natural next step to solving the problem your reader came for.

The CTA should be something like “Do you want X? Click here (or fill out this form if you have a form on the page).” You need to give them clear definition of what to expect and how to get it.

If you help people solve their problems you'll have no shortage of people waiting eagerly when you ring the bell. It's up to you and the quality of what you deliver if they continue to return.

Do you want a content marketing system that converts more prospects to buyers?

Click the button:

Rob gets you achieving results! No doubt about it!


Rob does excellent work on getting more business. He helped me out tremendously within one year and half of marketing and showing me how to write for my plumbing website, my business has increased over thirty percent.Rob gets you achieving results! No doubt about it!

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About The Author

Rob Calhoun

+ Rob Calhoun Helps small to medium businesses succeed by building systems for them that help them get new customers, retain customers, and re-energize past customers. Rob helps clients and marketers maximize the return they get from their online marketing efforts.


  • Joan J. Carrigan

    Reply Reply July 18, 2016

    Great Post Indeed!

    These days, with so such of competition around, writing epic content is crucial. But it is sad to see, that most of the people are still not focusing on this most important factor.

    As far as I know, catchy headline with problem solving content, can reach huge audience very quickly and can attract good quality Backlinks.

    So, we really should focus on content.

    • Rob Calhoun

      Reply Reply July 18, 2016

      Thanks Joan. Alas, great content alone is not enough to rise above the noise. A great image and promotion are necessary to get serious results. Here’s a post from Moz that really drives that point home.

  • Levi Schiff

    Reply Reply July 27, 2016

    I agree. There needs to be material the reader can take action on in order for the post to truly be useful.

  • Annette Gallant

    Reply Reply July 29, 2016

    Great content always pay off in terms of traffic. It is obvious we all know content is king nowadays Most of us come on the internet for 2 things: information or communication. Now the conclusion is this we have to ensure our content is satisfying visitors’ needs or solving their problem. It should be our main objective to produce quality content with interactive digital media yet simplify our points for easy understanding.
    Thanks for this awesome article. I will follow these tips.

    • Rob Calhoun

      Reply Reply July 29, 2016

      Thanks Annette, it’s great to hear people taking action on this.

  • Gary Campbell

    Reply Reply August 8, 2016

    Writing article is my main problem.. I am not good at english and I have registered 3 niche domain without thinking about article writting ,Now I understand it’s not possible to run a blog without writing cool reader friendly article.. I have learned many things from this post.. Thanks for sharing these tips and please post more about article writing..

    • Rob Calhoun

      Reply Reply August 9, 2016

      Writing is a necessity if you want to attract people to your offers. They are not going to sites that only have items for sale unless they know the site has what they want and their intent is specifically to buy. That doesn’t help you get discovered now does it?

      That’s where writing comes in. If you can’t (or don’t want to) do it, you will need to find someone capable. Since your site is not branded to a specific person, you can seek and find people in related niches to guest post.

      As far as more posts on article writing, here’s some resources on my site: robcalhoun.com/category/content-marketing/

  • Graham Watts

    Reply Reply August 12, 2016

    Great article Rob,
    So many people talk about the importance of writing content, whilst very few mention that there is a huge difference between content and value. It’s creates a difference in quality and a difference in results.

    Content marketing articles urge you to write every day, and the more you write the more you get. The more you get, the more you write. Who do I blame for this? The SEO industry.

    • Rob Calhoun

      Reply Reply August 12, 2016

      The SEO goto solution to be heard through the noise? Make more noise! Exactly.

      It’s when what you have to say is actually helping people you’re trying to reach, that you will start reaching them. People don’t read through junk written to please the search engines. And the search engines are getting sophisticated enough to recognize when people find value in what they’re reading.

      Thanks Graham for stopping by and leaving a comment.

  • Ron Pickle

    Reply Reply July 21, 2017

    Hi Rob,

    I started writing blog with this objective foremost in my mind, to help home owners with their roofing problems, offering them, simple, practical and DIY tips. Now trying to reach out to as many people possible so that they know and understand the importance of preventive measures they must take to protect their roofs from huge damages. Many thanks for this amazing piece of advice, I now know that I am on the right track, just need to improve on the quality of the content.

  • Kabar Kita

    Reply Reply November 22, 2017

    I dont know Rob… I think backlink gives more value than content… cause 4 months ago, I still have a proper logic that “content is king” but right now I dont even give a sh*t about that. I think backlink still the important thing.

    • Rob Calhoun

      Reply Reply November 30, 2017


      Just what do you think brought you here and got you engaged enough to comment? Content!

      And when google’s ever more intelligent system ferrets out and penalizes “back link schemes” for what they are, quality content will still rank well because it is what brings people in and delivers what they’re looking for.

  • Kira

    Reply Reply December 5, 2017

    This is something we’ve been covering a lot in my digital marketing classes. I had to keep a website this semester and the most important thing my professor stressed was actually writing decent content. No amount of web-spam can make up for good, quality content. Great post!

    • Rob Calhoun

      Reply Reply December 6, 2017

      It takes some work, but that pays off in the long term.

  • Dustin Shaeffer

    Reply Reply December 5, 2017


    I agree with your statements about quality content. I am a content marketer and I create custom content to bring attention to my company’s website and landing pages. Backlinks are an important part of SEO but quality original content still proves effective to connect people with their audience and consumers.

  • Asad

    Reply Reply December 19, 2017

    Thanks Rob. But what do you say about CTA when our keywords are not searched very much which we choose for SEO i.e. our keyword should bear less competition to be on top ?

    i hope you will get my point

    • Rob

      Reply Reply December 20, 2017


      Your Call To Action (CTA) will usually be independent of how people get there. If you are sending people to a given page based on who they are and where they are from (Comparing [device name] to [other device name] for [niche] in [location]), then you would definitely want to alter the copy on that page to address them. But you don’t really need to alter the CTA.

      Every part of a post has a specific purpose:

      • Title > Get people to click
      • First paragraph > Promise what they get in the body. Get them to read the body
      • Body > Deliver on the promise in the first paragraph, which is what they want
      • Call To Action (CTA) > Get them to take the next step

      The next step isn’t always “Buy this.” Here’s some examples of next steps that aren’t Buy Now, but do lead there:

      • Have visitors identify themselves as a prospective new customer
      • Get comments for social proof and to answer questions they or others may have
      • Sign up to your list

      What your CTA is, is determined by the goal you want to achieve.

      Here’s a tip, Don’t “train” your visitors to only come to your site when they are ready to open their wallet. That happens when you always make your Call To Action Buy this now. When that is always your next step, you will alientate those who are not quite there yet, but can be convinced to open their wallet once they get to know you, your product/service, and see there is a fit for them. There’s a lot more of those people then right now buyers.

      So use the next steps I listed above to keep people coming back and moving to your main goal of having them buy.

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