How To Structure Content to Ignite Your Envisioned Career





You gain some qualifications.

You do the extra hours.

But your efforts and plans don’t seem to get you up the ladder as you’d think.

It’s a story that happens to the best of us.



Often, we tunnel vision on working on our skills, and go to workshops and take courses on the side.

What you need is a way of marketing yourself. Cold calling and recommendations are ways. But they are being overshadowed by the new way of promoting anything: content marketing.

It is the next big thing in how businesses promote pretty much anything. And it’s gaining momentum and speed.

If you want to move your career prospects, and open doors at hyper speed, you need to be online, creating content that markets your expertise in your field.


This will be a practical guide in trying to write. Cause writing ain’t everyone’s cup of tea. But it is one of the most effective ways to push yourself as an expert. Professionals admire others that can write compellingly on a subject, especially if it’s in their field. Also, it’s a core professional skill that you must have, as your respect soars if you can write professional blogs and article about an industry trend or issue.

But there are so many ways you can create content. Graphs, visuals, slide shows, video clips, the list keeps going.

Below are key way to start your content creation.


Structure births methods, and the whole shebang

Structuring your entire way of creating content will boost your output. It also gives you something to hang onto when you are lost.

It could be on a schedule:

Tuesday: Industry Trending Topics

Wednesday: Active feedback creation to popular blogs and LinkedIn Groups in Industry Insights

Thursday: Hot practices overseas

Here is just a cursory schedule you can utilise.


But before that, you need to ask yourself these questions:

Why am I doing this?

How am I going to achieve this?

It will vary from person to person, but you will be mostly focused on trying to:

Develop my career, or market yourself.

Create content that promotes my expertise and value.


Now, you must seek to understand how you tick, to create content that shines ‘you’.

What are my interests? What do my friends and family describe me as, and my employers and co-workers?

And how do I learn, and communicate? Short comments, or article length emails? Pictures?


Common Example: Accountant

You: Are a visual learner, liking visuals to support data and your point of view.

Develop: Topics within your industry you are keen on, and that are relevant to the changes happening.



Topics: Forensic Accounting; changing practices in head offices in London; Your own take on accounting practices used widely.


Monday: Forensic Accounting

Tuesday: New insights from HQ offices influencing things like: Transparency & Accountability

Friday: Your insights


Obviously you can play around with time and what you talk about. But start off by developing a structure in your content promotion strategy. Core things to focus on:

  • Ask yourself the why, and how
  • Find out how you learn, and what your best mode of communication
  • Create categories of interest within your industry
  • Schedule it, and create timeframes (i.e. 8-9:30 pm)


It will create habits and a structure to lean on when you feel adrift.


Places to work, and times to pick your brain

Everyone is different. Some like crowded places, others can’t do a thing when it’s noisy.

Find out: Where do you work best, and what environment supports your concentration?

O’Clock: What times are you must productive?

This too will become part of your structure in creating content. Add places and times to days you schedule your content creating days.


Plan to win & to bloody start

Like an essay, the intro often gives enough momentum and structure to begin the writing bit.

It acts almost as an outline. Writing an outline or plan can give you two key benefits:

  • Give you momentum and direction in what you are going to create
  • Break up your content piece (categorise with bullet points or topic sentences)

Take around five minutes max in crafting a plan. If it doesn’t seem to be happening, you may need to angle it differently, or you may find out your idea isn’t doable or worth doing.


Smash it out on your Keyboard

After you write an outline, start smashing it out on your keyboard. Try and write between 150-250 words.

What this does is:

  • Give substance to your outline. Get into the flow of writing.
  • You can spend a minute or two reading what you wrote. Try and see if you like the direction so far.
  • For other activities, spend around ten minutes crafting your introduction. Infographics need intros too. After spending ten minutes, review and see if you need to change the direction of your graphic.


Review your draft (blog, image, or slideshow)

Whatever you do, spend time reviewing and refining what you made.

  • Try finding an editor besides word. There are many out there, so you might be able to skip editing it yourself.
  • Find words and sentences you can either trim down or write with more clarity. Example: For an image, if a particular image seems out of place or doesn’t give that impact it needs, replace and review.
  • Add relevant links and data. What you think strengthens your content, add now and review.
    SEO and Optimise for top searches.


Find any tips and pointers on SEO. Use it in your title/headline.

  • Reviewing comes later when you set a date (i.e. 1 week) to see how much traffic you obtain.
  • Review and change if you think you found something better, or you see ways to improve your headline or title.


Refresh with miscellaneous stuff

Sometimes it’s hard to start, even with a structure and heaps of sources at your fingertips.

  • Read trending topics: Find out what is hot in your industry or in general. Ideas can pop out, in what people are concerned and interested about.
  • Inspiration stuff: Look up inspiration. It can be on how to come up with topics, or about inspiration in general.
  • Review your structure and core topics. Is there anything that you can add or change to make it easier to come up with substance to write and craft content?


Final Thoughts

Content creation aimed at showcasing your expertise is not something inherent in us. You become more aware of what is relevant and hot in your industry as you research and craft content marketing yourself.

Start now. It is a step in the right direction, for marketing yourself. Most importantly, it’s a step towards becoming knowledgeable and gaining that expert badge online.


What do you think? What sort of content can you see yourself publishing online, to market yourself?

Please share your stories, and join the conversation in the comments below.

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