Ready, Set, Don’t Start Writing For Your Business Yet
You need content! Great content will help you boost brand awareness, build an identity as a trusted expert, and generate more leads for your business. Three things every small business owner and thought leader wants to accomplish. If you’re not ready to hire a copywriter for your business just yet, you may be thinking you’ll have a go at it yourself! Good job for taking the lead. However, before you get started there are a few things you should know about creating content for your business. Like any other business activity, you must have a strategy in place so that you can assure a return on your investment. So, before you pick up that pen (If you do your rough draft old school like me) or sit in front of your computer, answer these five questions to guarantee you’ll create content that will drive your readers to take action.
1. What’s the point?
Seriously, why are you writing about the topic at hand? Your content should always do at least one of these four things:
- Answer frequently asked questions.
- Entertain your audience.
- Educate your audience.
- Encourage your audience to take action.
If you’re not creating content that does any of the above, go back to the drawing board and start over.
2. How does this fit in my marketing plan?
Content marketing is a strategy that grows your business by attracting leads and inviting them into your funnel. The content you create should be aligned with the sales and marketing initiatives your brand is taking at any given moment. If you’re introducing a new product or service, think about creating content that will:
- Introduce the need for the new product or service.
- Answer questions about the new product/service.
- Create an opportunity for you to market the new product or service as an upgrade.
3. Who cares?
You have a target audience for your products and services, and you should have one for your content as well. Determine where each piece of content you create fits in the buyer’s journey. Educational articles about your brand are great for first-time readers while articles that answer product related questions are good for existing customers. Knowing whom you’re writing to will help you create content that will speak to them.
4. Who will edit this for me?
Even the best writers need editors. Having someone to edit your articles is imperative. An extra set of eyes will help catch common mistakes that can easily turn your readers off. Decide who will edit your writing and what qualifications they have that make them good for the job.
5. Where will I share this?
There are tons of places to share your content. On your website, on social media, on a media outlet. Knowing where you will post will help you determine what type of information, in addition to your topic, you need to share. For example, if you’re aiming to share your article as a guest blogger, you should include background information and links to who you are and what your brand is all about.
If you’re ready to grow your business with content, ask yourself these five questions before you get started to make sure your content is working for you.
About Ryan K. Whaley
Ryan is a content strategist that specializes in creating content for thought leaders and brands that will showcase their brand’s purpose and connect them with their ideal client. If you’re ready to grow your online presence and get more clients, contact Ryan at firstname.lastname@example.org to set up a free strategy call.