How To Write Content For Your Business That Stands Out…
You’re in charge of your companies content; you have been given the lone task of attracting new business from the written word.
It’s no easy task, in fact you may well be lost, the prospect of being responsible for generating traffic through shaped content.
Targeting your potential customer audience with content is a daunting prospect indeed. However all is not lost, Media Plant is on hand to offer you guidance with our 8 handy tips on writing content for a business blog.
Our simple 8 step process will help you get the most out of your time and indeed deliver content that your potential customers will want to read.
So grab yourself a coffee, don thinking cap and bring a note pad as we start our onslaught on the beaches of content.
Attracting new customers is difficult (hey no one said it was going to be easy) but it is not impossible. In fact with careful consideration you can attract the right sort of customers to your website, dare I say it perhaps get them to share your content!
We are getting ahead of ourselves, let’s take stock of what we have. What’s your core business, what do you offer as a company? What separates you from the competition? Take these things into consideration when creating a content plan.
Things to remember when creating your content strategy:
- Can you offer assistance to your customers through informative writing?
- Does your industry have enough mileage? I.e. is there enough to write about?
- What’s the competition doing? Take a look at your competitors and get a feel for what they are doing in terms of content.
- Is there a real gap in your industry for someone to step into? It could be you.
2. Content style
Choosing your content style is essential to your success. What do I mean by content style? Well think of your industry, is it straight laced, is it devoid of humour? Well how about you mix it up a little? Why not add a humorous slant on your industry.
Serve your content in a unique way, offer value and make it interesting. You want your content to be shared!
3. Ensure you have a goal
This is a critical part to your success as a content writer /strategist, the content you create needs to have a goal allocated to it. Realistic benchmarks help you establish a
base for success as well as help you track how your content is being treated.
Set realistic goals:
- Post gets shared 10 times on twitter
- Post gets 5 facebook likes
- Post gets 10 linkedin shares
- Receive 5 new email subscribers
- More hits on site via Google Analytics
The above goals are minimal and just a rough guide as a way to track how often your content is shared/read. Obviously as time goes on these goals may well increase. If you’re in the business to business sector then Linkedin shares would be of more benefit to you. In business to consumer then Facebook likes would carry more weight. Delete as applicable.
Of course the above are merely examples of ways to track engagement, you may well find your own over time.
4. Plan your content diary
Now this is tough. I think a lot of companies think of their digital marketing peeps as people who just sit their tweeting all day. This is simply not true. Show them that, with your very own content calendar.
Outline your content, what you wish to offer to your potential customers, keeping a simple diary of what you are looking to publish will help you no end.
Nobody visits a website with no real value to them, position your content to be useful to the end user/potential customer.
Typical examples of content you can offer:
- Give tips on your chosen sector, or tips you think your sector would value
- Run competitions & giveaways to draw a crowd
- Offer email sign ups to capture your readers and make them a staple of your email marketing
- Write content designed for people not for search engines
- Encourage comments end an article with a question to stimulate debate
5. Social Media if used right can bear some useful fruits
As part of your content strategy you will have to make room for social media. In the beginning social media was just there as something to share a post or content on for the masses to see. However as time has gone on the need to harness and engage with your end users has increased exponentially.
Never forget to engage, find the platform of choice and then run them in numerical order of importance. If you’re in business to business go for Linkedin, then Twitter etc. It’s down to you how you run with this only you know how important each social network is to your business.
This article could be incredibly long winded going into the in’s & outs of social media, what I have done is to highlight some useful articles that are worth a read if you get the chance:
- Beginners guide to Twitter for business
- Facebooks own guide for getting started for businesses
- Linkedin for business – resource guide
6. Website Content
Content, content, content. It’s king, top of the world, A number one. Whichever way you spin it, content is king. By utilising your new shiny content diary you should have a clear idea of where and how you want to go about your strategy.
In reality you should be looking to write a minimum of 2 new pieces of content a week. If you are working on a masterpiece of content and it feels like it will never be ready in time why not split it into two? Give the readers a reason to come back to you.
Run competitions, hold debates, scour the internet for what is hot right now. Use it, spin it and churn out value. Write guides for those you think would benefit, there is no end to what you can do.
7. Page title & images
You will of course note that I have added images in to separate the content itself, it’s a great way to break up the content into bite size chunks for your readers.
Remember with page structure make sure it flows well, use shorty punchy headlines.
I recently read a great article on how to write decent titles for your content, entitled This Headline Sucks, it’s a great read and I would take a look when you can.
8. Publishing your lovingly created content…
You have taken the time to write your content it offers value and insight and you are ready to release it into the world. Showcasing your talents and showing your company why they hired you in the first place, to attract custom.
Here are some useful tips on making sure your content gets the coverage it deserves, so before you hit that publish button in your CMS of choice remember this:
- Drag colleagues, kicking and screaming if you have to share it on Linkedin, Twitter, Facebook and more. With every share on social media the chances of your content being seen increases.
- Tweet your post yourself with a leading question for example “8 useful tips on writing content for business – what do you think?”
- You could always boost your post on Facebook, allocate monies to it and watch it grow.
- Right before you hit publish – encourage debate with your freshly created content, end the post with a question.
So my guide ends, it’s not a bible as such for writing content for your business. However it should serve as a useful resource and hopefully get you on the right track. Now for the leading question:
What useful tips on writing content for your business would you offer?