17 Expert Tips For Content Writing In 2025

“We actually discuss with our clients the issues they are struggling with, what topics they care about, and what they’d like to see from us,”

“understanding your customer’s pain points, questions, and unique needs helps you answer the question, ‘How can I fully connect with my reader and provide truly unique, useful information – and not the same stuff that’s regurgitated on 1,000 websites?’”

Persona plus topic is the formula I use for providing reader value,

My research process involves reading at least 20 articles spanning from the past year to the present day. This covers topic evolution, relevant statistics, influencer opinions, and user-generated content. The goal is to add genuine value rather than repeating existing information.

“Get curious about the topic,” he advises. “Once you’ve done your initial research, review your work and ask questions (who, what, where, when, why) about any claim that’s made. Find ways to include this additional insight into your writing.”

When writing sales pages, one of Lloyd-Martin’s favorite ways to learn about her audience and their needs is by watching recorded sales calls.

“Those Zoom calls are gold,” she says.

“As you listen to the conversation, pay attention to what’s being said, how the prospect says it, and how the prospect reacts. By doing so – and tracking trends across ca... See more

“A writer who can put themselves in a reader’s shoes and seamlessly weave this perspective into the content is miles ahead of AI,”

Understanding personas ensures readers get personal value and relevant information. This means really (going deep) and considering consumer psychology, demographics, and knowledge levels to sculpt appropriate tone, detail, and advice in your outputs.

“While AI can help small businesses scale content production when used properly for insights and assistance, larger organizations face significant process challenges. It exacerbates the ‘too many cooks’ problem – suddenly, every reviewer becomes a content marketing expert, sending edits from Claude, ChatGPT, and other AI tools.”