Improve your content by standardizing your structure and using AI

Do you want to create content that makes an impact? That's easy if you use this standard structure and put your customer first. With this little trick, you'll overcome your writer's block and create content that connects, has an impact, and is fast to produce. 

And you can use AI for ideation, research, and proofreading for further optimization.

How to improve your content production

I heard about this structure in 'Think Faster, Talk Smarter' by Matt Abrahams: problem, solution, benefit. And it’s as simple as it sounds.

It's very effective in explaining complex ideas clearly and engagingly. It follows a logical flow that mirrors how people think and make decisions; it first acknowledges a problem they recognize, then offers a solution to that problem, and finally explains why that solution is beneficial to them.

And it speeds up your production process along the way, especially if you develop a prompt template for AI. What you'll learn:

1. Structure your thinking: problem - solution - benefit 
Describe the problem-solution-benefit structure in clear and simple language. 

2. Start writing
Weave the problem-solution-benefit into the start, middle, and end. 

3. AI for content creation: tips and techniques
Accelerate even more and let AI do the grinding work and proofreading for you. 

→ Let's break it down and explain it with an example of a fitness app.

1. Structure your thinking: problem - solution - benefit

There are three parts to the structure. 

• Define the problem
• Give them the solution (your product)
• Highlight the benefits

Define your customer’s problem

This is where you identify and describe a challenge or pain point your customer experiences. It’s important to describe the problem cleanly and simply as if you were explaining it to a 5-year-old. This sets the stage for introducing your solution.

Example
Problem: Many people struggle to find time and motivation to work out regularly.

Give them the solution (your product)

Here, you state how your product solves the problem. This is also where you can list your product’s features, options, and possibilities. It is important to keep this part very clear, easy to read, and quick to scan by using short paragraphs and bullets.

Again, no buzz, no jargon. Keep it human and align it with how the feature solves the customer’s problem. What’s in it for them, it’s not about you.

If the 5-year-old still understands, you’ve done a good job. If it’s still too complicated and you can’t explain it simply, perhaps you don’t understand it well enough.

Example
Solution: Introduce your fitness app, which offers quick, personalized workouts that can be done anytime and anywhere.

Highlight the benefit: what's in it for your customer

This is the most important part; it’s not just about your solution but what it does for your customer. How their lives become easier, happier, or get an advantage by using your product to solve their problem.

Needless to say, these benefits directly resulting from using your product should be tangible, relatable, and valuable for your customer.

This benefit is what you mention as the very first thing directly in the introduction of your blogpost or page.

Example
Benefit: they will enjoy convenient, effective workouts that fit into their busy schedules, leading to better health and increased energy levels.

2. Start writing

Once you’ve done the preparation and the thinking, it’s time to give structure to your writing. The structure should always be: start, middle, end. And you plot the problem, solution, and benefit there.

Let's dive into the details and bring it to life with the examples. 

The first impression: impactful headline and visual

Headline or titleThis is the most important part of your content and gets the attention next to the visual. Read how AI can help you create amazing headlines.

Header visual
We humans are visual beings. Millennials and Gen Z even more. So your visual absolutely matters, and it’s the first thing that engages. With the upcoming Google SGE changes, SEO becomes more visual. So you better step up your visual game. Read more on how to ‘Think visual’ 

Engaging start; problem and benefit

First, the benefit of lack of it
Short and sweet, the (lack) of the benefit your customer experiences. This should almost be like an oneliner. In the benefit section at the end, you can be more detailed and extensive.

‘In today's fast-paced world, maintaining a regular fitness routine can be a daunting task. Between juggling work commitments, family responsibilities, and social life, finding time for exercise often falls by the wayside. This neglect, however, comes at a cost to our health and well-being.’

Second, the problem
Here, you recognize the challenge or pain point your customer experiences.

The Struggle for Fitness in a Busy World.
Many of us understand the importance of staying active, yet struggle to integrate exercise into our daily routines. The common barriers? Time and motivation. After a long day at work, hitting the gym feels like a chore, and the idea of fitting in a workout session amidst a hectic schedule seems near impossible. This leads to a sedentary lifestyle, which is linked to numerous health issues such as obesity, heart disease, and mental health struggles.

In-depth middle; details on the solution

Here, you describe how your product solves their problem. Usually, this is the longest part of your content, where you can be more detailed and in-depth.

The Solution: A Fitness App Tailored for Your Busy Life.
Enter [Your Fitness App Name], a game-changer in personal health and fitness. Our app is designed for those who find it challenging to make time for exercise. It offers a range of quick, effective workouts that can be performed anywhere, anytime. Whether you have just 15 minutes to spare or half an hour, our app provides personalized workout plans that fit your schedule, fitness level, and goals.

Features That Make a Difference:

• Personalized Workout Plans: Tailored to your fitness level and goals.
• Flexible Scheduling: Workouts ranging from 5 to 30 minutes.
• Anywhere, Anytime: No equipment needed, perfect for home or on-the-go.
• Track Your Progress: Easy tracking of your workouts and achievements.

Conclusive end, emphasize the benefit (again) and summarize

Extended and detailed benefit description.
How your customer’s life will be easier and happier. People really like content that helps them do something awesome or learn something new. And has a positive tone.

Tip: it’s easier to write the end-benefit first and then create the introduction-benefit oneliner.

And don’t presume people will read to the end; that’s another reason to start your content with the benefit.

The Benefit: Realizing a Healthier, More Energized You 
With [Your Fitness App Name], the benefits extend far beyond mere convenience. Users report significant improvements in their physical health, experiencing increased energy levels, weight loss, and improved muscle tone. Moreover, regular exercise is known to boost mental health, reducing symptoms of stress and anxiety. Our app not only helps you fit exercise into your busy schedule but also fosters a sustainable and enjoyable approach to fitness.

Lastly, your conclusion
Here, you repeat and summarize all of the above. It’s like a gentle wrap-up of what they just read. Keep in mind that most people will only scan the middle and speed-read the introduction and the conclusion. So, bring these two together.

Conclusion:
In a world where time is precious, and health is paramount, [Your Fitness App Name] emerges as the perfect solution to the modern fitness dilemma. It's more than just an app; it's your personal trainer, motivator, and key to a healthier lifestyle. Download the app today and take the first step towards a fitter, happier you.

3. AI for content creation: tips and techniques

Of course, you can ask AI to help you create your content. Actually, you're an idiot if you don't. This is so powerful and helps you to speed up enormously. 

As there are endless prompts, features and options, my humble advice is to create a bespoke prompt template for your brand and not copy-paste from others. 

Here are five bullets on how AI can help. It's good to know the only limitation is your imagination and the privacy and data considerations if you use open tools. Below, you find a suggestion of what you could do. However, keep in mind it's always human - AI - human. You do the thinking, AI does (a part of) the work, and you review, refine, and ensure your authenticity and personality shine. 

1. Let AI describe problem-solution-benefit. My tip is to start very broad and have AI describe the problem, solution, and benefit first. Read here how to write a great prompt. 
2. AI-generated blog post. Next, you ask AI to create a blog post; it will probably include the start, middle, end principle. This depends on the AI tool and your settings.  If not, ask for it in a prompt.
3. Fine-tune with more prompts. Now the fine-tuning starts, you can ask AI to dive deeper into specific parts or adjust the tone and structure.
4. You check. Lastly, you do the final review and validity check.
5. AI for proofreading. Once you’re done, re-upload all of it to AI and ask for proofreading on structure and clarity. This step is indispensable for the devil in the details. Time and time again, ChatGPT gave me suggestions that improved my copy instantly. More on proofreading in ‘Simplicity and clarity: your best-kept secret to engaging content’ 

The benefit of using structure in your thinking and writing

Bringing structure to your thinking and preparing the content before you start writing has huge benefits. 

In a nutshell, structure simplifies your content production by helping you to think clearly, keep you on track, and speed up the production process.

• It helps to organize your thoughts in the complex ideas
• The frameworks of problem-solution-benefit follow the logical way of thinking in problem-solving
• It eases making decisions about what to include in the content and what not

Structured thinking results in structured writing, simple as that. The additional benefits of a structure in your writing

• Gives a roadmap for writer and reader: what to expect
• Helps you to write clearer headlines and subheaders
• Enhances clarity in the copy and helps formatting for mobile reading

My tip is to create a template based on the start, middle, and end, all divided into subcategories. And follow that every time.

Final thoughts: thinking clearly for faster production

Your steps to engaging content that makes an impact and has a long-lasting impact:

• Part 1. Structure of your thinking and preparation of your content
  Describe the problem-solution-benefit structure in clear and simple language. 
• Part 2. Structure your content writing
  Weave the problem-solution-benefit into the start, middle, and end. 
• Part 3. AI for content creation: tips and techniques
  Accelerate even more and let AI do the grinding work and proofreading for you. 
• Part 4. The benefit of using structure in your thinking and writing

If you do so, this also helps you to speed up the process.

And if you want to know more and be inspired, I suggest reading or listening to' Think Faster, Talk Smarter' by Matt Abrahams.

And don't forget to have fun. Love what you do, do what you love. Especially if you're writing content. People will notice.  

Stay ahead: subscribe to my newsletter

If you want to stay up to date on AI, content, and marketing based on insight and how it matters to you, subscribe to my LinkedIn newsletter. And you'll automatically receive my monthly update on the LinkedIn algorithm in your inbox. 

Two-click subscribe, and one-click to unsubscribe if you don’t like it.

Easy does it.

→ Subscribe