Do You Know How To Write Content With Substance?

When does content lack substance?



[tweet_box design=”default”]Substance is not about writing longer articles or sharing more ideas. Substance is about the depth of your arguments. It’s about the insight you offer your readers. Substance is about adding value, exceeding your readers’ expectations, going beyond the echo chamber of online content[/tweet_box].






Substance is the foundation of great business writing


In today’s post you will find Henneke’s 8 tips that will help you to make your content more substantial and more fascinating to your readers






1. Arouse curiosity

  • Explaining how something should be done is not enough to hook your readers and keep them reading on.
  • First you need to explain why people should care about your instructions.
  • What will they win from following your advice?
  • Promise readers a solution to their problem, and they’ll be curious to learn more.
  • Reveal your secret strategy.
  • Share your tips, tricks, and techniques to make their life easier, better, or happier.


2. Add numbers

  • It’s a mistake to ignore numbers.
  • They add substance to an argument.
  • They show you know your field.
  • They instantly make your content more factual.
  • They boost credibility and appeal to rational thinkers.
  • Good journalists often use stories to hook readers, and then include stats to back up their argument.


3. Borrow authority

  • Can’t find any statistics to back up your argument?
  • Try using a quote from a well-known expert instead.
  • A quote demonstrates you know your field, and others agree with your views.
  • Keep an eye on expert content and create a file of valuable and fascinating quotes.


4. Tell personal stories

  • In this world of content overload, it’s the personal stories that connect and engage—they humanize your content.
  • They help you bond with your readers.
  • Don’t share a personal story for the sake of being personal.
  • Use a personal experience to add value for your readers.


5. Clarify with examples

  • Examples instantly add substance to your content because you translate theory to practice.
  • Examples breathe life into your content by making abstract concepts concrete.
  • Readers can visualize your ideas.
  • Don’t wait with collecting examples until you have to write your post.
  • Start collecting examples of topics you find interesting because it’ll speed up your article writing later.


6. Surprise yourself

  • Challenge yourself.
  • Find a new angle.
  • Dig deeper.
  • Experiment with a new tool.
  • Content becomes more fascinating when writers are excited about sharing their own new insights.
  • Don’t write purely for your readers.
  • Write to deepen your own understanding, too.


7. Share common mistakes

  • Who’s not afraid to make mistakes?
  • Mentioning mistakes and explaining how to avoid them boosts readers’ confidence to implement your tips.


8. Inspire action

  • Do your readers really know what to do next?
  • Can you nudge your readers to take the next step?



In writing, substance and style are like yin and yang, interacting and strengthening each other.  Your writing style charms readers with beautiful words and the rhythm of your sentences. But without substance, the most beautiful words remain empty advice.


Substance is the real insight you offer. Substance helps improve your readers’ lives.



If you enjoyed this post and found TONS OF VALUE, please take a moment and share….Thank you 🙂


Sharing Is Caring!


To Your Success,
Joan Harrington



43 Replies to “Do You Know How To Write Content With Substance?”

  1. I love tHe way you style your posts Joan, into lists that are easy to follow and read.
    Great content today giving us a good structure for posts and what to include. Thanks for sharing.

  2. Thanks for your marvelous posting! I genuinely enjoyed reading it, you may be
    a great author. I will be sure to bookmark your blog
    and definitely will come back very soon. I want to encourage you continue your
    great posts, have a nice afternoon!

  3. Hi Joan,

    It’s true that we get lost in a wave of information floating throughout the blogosphere… unless we learn to write content with substance. I like all your suggestions for doing that, but my favorite is to inspire action. For me, that’s always the bottom line… the reason why you write the content to begin with.

    If you can consistently inspire people to take actions that will improve their lives, then you’re definitely writing content with substance.


  4. Another great post Joan,

    The biggest take away was to inspire action and to borrow authority.
    If you quote others their authority will rub off on you. Even though he wasn’t a blogger, Napolean Hill did the same thing. He interviewed and studied many other wealthy people and wrote one of the most famous self help books of all time.

    Thank you for posting.

  5. I love reading your posts. I really do. I am going to apply… why people should care about my instructions in my writing… I love sharing personal stories because it helps people relate. I love numbers so people can see how many people homeschool. You just reminded me to look up another number. Thanks. 🙂

  6. Hi Joan,

    I have learned over the years that creating content with substance happens on purpose. What I mean is that great content ought to by hyper specific and detailed.

    It should be created for one person, with one problem/need/desire, with one solution in each piece of content.

    I’m always looking for that “OMG, how did he know…?” in a comment, social post, email or call.

    But to get substance and specificity I teach my clients to answer the following questions:

    1. What are the “specific” problems you are passionate about solving?
    2. What are the tangible values your customers experience and how do they feel about the experience?
    3. What are the “specific” problems you solve for each tangible value?
    4. Who are you “specifically” solve each problem for (in detail)?
    5. How are your products or services “a” part of “a” solution?

    When we learn what our customers want and what business we are “really” in from the consumers point of view our content opens up doors of opportunity that we could only imagine.

    I love your insights Joan and I hope I was able to add some extra value to your content.

    Have a great week!

    ~ Don Purdum

    1. Thanks Erik! Yes, I would say so! Love Google+ 🙂 Daily consistency is key and so important! Definately, I have a few recommendations on how to master Google+…….If you would like to know more and learn how you can master it too, let’s set up a chat soon! You can reach me thru email: Look forward on helping you out my friend!

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