Step 1: Identifying and developing a topic or subject matter

I usually select a topic for which I can find a manageable amount of information (however, the topic is usually given to me from the client or content management team). I then proceed to search for information on reputable sources online to determine whether existing sources will satisfy the content needs. If I find too much information, I narrow down relevant and helpful sources and filter out ones that are not relevant. If I find too little, I resort to discussing directly with the client to gather more information or seek the assistance of leadership.

Step 2 : Conducting a preliminary search for information

Before beginning my research, I conduct a preliminary search to determine whether there is enough information on the assigned topic or subject matter. First, I insert specific keywords and phrases that are related to the topic on common search engines such as Google and Google Trends.

Step 3: Locating materials

With the direction of my research now more clear to me, I can begin locating material on my topic. A keyword research very often provides me with links that direct to sources such as peer-reviewed journals, government agencies, think tanks, top-ranking newspapers & magazines, research institutions, and organizations.

Step 4: Evaluating sources

My clients, readers, and content management team expects me to provide credible, truthful, and reliable information. Therefore, to hold up to this standard, I will evaluate my sources based on credibility, relevancy, and writing quality.

Step 5: Making notes

After reviewing my sources, I take notes on the subject matter and create an outline of my article. I proceed to site my sources in my materials where applicable. This may include giving credit to a business entity, a publisher, a client, an organization, etc.

Step 6: Writing the content

I begin by organizing the information I collected and then I proceed to the next step which is composing a rough draft. This is where I can get my ideas on paper (or screen) in an unfinished fashion. This step helps me align my notes to determine the format the content is going to take. After this, I will revise the draft as many times as I think necessary to create a final product to turn in to my content management team or directly to the client.

Step 7: Citing sources properly

Giving credit where credit is due is paramount and I cite my sources where applicable (either in-text or out-of-text). Citing or documenting the sources used in my research serves two purposes: it gives proper credit to the authors of the materials used, and it allows those who are reading my work to duplicate the research and locate the sources that I have listed as references. The MLA and the APA Styles are two popular citation formats. Hyperlinks that re-direct back to sourced material is also another method.

Failure to cite sources properly is plagiarism. To avoid plagiarism, I filter my content through Grammarly.com ( a cloud-based typing assistant that reviews spelling, grammar, punctuation, clarity, engagement, and delivery mistakes. It uses artificial intelligence to identify and search for an appropriate replacement for the errors it locates in a piece of content and is able to detect plagiarism.) As a rule of thumb, I aim for a plagiarism percent of no more than 10 percent, at least 90 percent of the content must be original.

Step 8: Proofreading

The final step in my content writing and research process is to proofread my finalized marketing material. I read through the text and check for any errors in spelling, grammar, and punctuation. I also make sure that my writing is of high quality and that it holds the message I want to get across to the reader. From here, my marketing collateral is further reviewed by the content management team and later to be published either on a website, blog, resource center, brochure, digital magazine, newspaper, etc.

1. Narrative

The objective: Narrative writing is used in almost every longer piece of writing, whether fiction or nonfiction. When an author writes in a narrative style, they are not just trying to impart information, they are trying to construct and communicate a story, complete with characters, conflict, and settings.

The application: Novels and short stories, memoirs, creative essays, feature stories, presentations or speeches, anecdotes.

2. Descriptive

The objective: Evokes images through rich description. This method helps the readers become more connected to the writing by appealing to their senses. Descriptive writing employs literary techniques such as similes, metaphors, allegory, etc. to engage the audience.

The application: Copywriting, (such as when describing a product or travel destination), first-hand accounts of events, journal writing.

3. Persuasive

The objective: Persuasive writing is all about getting your point across and to convince readers about a topic, product, or idea. There several main types of evidence in writing that can be used when trying to persuade, they include: statistical evidence, anecdotal evidence, testimonial evidence, and textual evidence.

The application: Essays, op-eds, speeches or presentations, copywriting for conversion, sales enablement material, cover letters, proposals.

4. Expository

The objective: When an author writes in an expository style, all they are trying to do is explain a concept, imparting information from themselves to a wider audience. Expository writing does not include the author’s opinions, but focuses on accepted facts about a topic, including statistics or other evidence.

The application: How-to or “explainer” articles, help center articles, FAQ pages, or other copy explaining how something works, textbooks, technical or business writing.

5. Creative

The objective: The purpose of creative writing is to unleash the power of words in a creative and compelling fashion.

The application: Writing for multi-media (websites, social, etc.), data journalism, branding, script writing.