#8: an E.A.S.Y. framework for creating strong content

easy way to create content 1

Welcome to contentfolksā€”a fortnightly newsletter with short lessons & ideas about content that makes a difference, sparks action, and truly serves its audience. Thank you for being here!


Hey there šŸ‘‹

New year, same old challenge: how do we keep creating really good stuff that makes our audience go starry-eyed and empowers them to do something they couldnā€™t before?

One thing that helps me is having frameworks that help guide the content process. And thatā€™s exactly what youā€™re about to get: something I built a while backā€”I call it ā€˜the EASY frameworkā€™ā€”that you can re-use across your content projects if and when you need to šŸ˜‰


But first: why use frameworks at all?

A framework is ā€œa system of rules, ideas, or beliefs that is used to plan or decide something.ā€ When applied to content, a framework is a kind of compass you can use to (re)orient your work and that of others. For example, you can use a framework to:

  • Bring consistency to different pieces you create for the same company
  • Align yourself and your team on your must-haves
  • Edit or give feedback to other peopleā€™s work
  • Hold yourself and others accountable to the same principles

To sum up: a framework saves you time, helps you clarify where youā€™re going, and keeps everybody on the same page. And with that, better content will follow.


šŸ’” A practical examplešŸ’”

The EASY framework was a method for making sure all creators at Hotjar (myself included) knew what to aim for in our content. The acronym is based on four basic instructions:

  • Showcase expertise
  • Ensure the content is actionable
  • Keep it simple
  • Make it yours
easy framework

I’ll show you how it worked, with a caveat: this framework is great for product-led B2B content, but less effective in different industries and/or very top-of-funnel, inspirational pieces. As always: re-use away, but adapt to your needs first.


1. Expert

The principle: lean on your expertise and give your audience the specific information they need, so they donā€™t have to google anything or wonder ā€œwhat does this actually mean?ā€ Use your knowledge to anticipate any questions they might have and fill the gaps accordingly.

āŒ An example of what NOT to doā†’ painting an incomplete picture that leaves your audience second-guessing, like in the paragraph below:

expertise bad example

šŸ‘ An example of what to do instead (same paragraph, added details):

expertise good example

2. Actionable

The principle: you want the content to have a high level of utility so it can help the audience do something thatā€™s important to them. Your goal is to avoid people having to google or asking themselves ā€œokay, but how do I actually do this?ā€

šŸ‘ An example of what to do:
Add ā€œhow to get startedā€ or equivalent boxes in the flow of your content, and use them to direct people to the specific actions they need to take. Pro tip ā†’ itā€™s not just about the written word: a strategically placed arrow on a screenshot can make all the difference in helping people understand when/where/how to take action.

contentfolks hotjar example

3. Simple

Cut the jargon, the idioms, the unnecessary tangents. Get straight to the point. Communicate in a clear and easy-to-follow way. It boils down to this: respect your audience and their timeā€”donā€™t make them work to understand you.

šŸ‘ An example of what to do: keep it tight! Donā€™t use ten words when two will do.

concise writing example

4. Yours

Use your unique voice and experience to establish a connection with the people youā€™re creating content for. Make each piece feel like it could only come from YOU, the writer (or the company you work for).

This is very much brand- and individual-dependent. So for example: if you stumble upon a piece where the author a) is obsessed with customer-centric content, b) uses sticky notes to make a point, and c) cheerfully inserts em dashes where any other punctuation would doā€”thereā€™s a good chance itā€™s me.


So there you have it: my recipe for EASY content that is Expert, Actionable, Simple, and Yours. Obviously, there are many other frameworks out there, so hereā€™s my final tip: google a few more, then smoosh the most relevant parts together and create a version that works for you this year šŸ”„

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