5 quick content creation tips for small business owners
Not everyone has time to sit down and write a weekly blog post, let alone create several pieces of content per week.
It’s something that small business owners regularly struggle with. Juggling content creation with client work requires you to have the time management skills of a diary-wielding ninja. And if you spend too long on one thing, other areas of your business are likely to suffer.
Thing is, content creation is important. It demonstrates knowledge, builds your audience and brings people on to your website. Done right, it’ll win you the type of work you want. So how do you produce content quickly and efficiently, without neglecting other aspects of your business?
Here are five super speedy tips to help you produce the kind of content that keeps your target customers coming back for more, without spending hours slaving over your keyboard.
1. Write like you speak
People don’t enjoy reading jargon or corporate buzzwords. Phrases like ‘synergised management solutions’ aren't going to keep people on your website. In fact, they're going to do the opposite.
So don’t assume you need to write in fancy business lingo to create great content. The vast majority of readers prefer blog posts and online articles that are written in clear, concise language.
How to do it: Imagine you’re having a chat with a friend. Write down the words you’d use to explain a topic to them, rather than filling your content with language that only experts will understand. It might help to record yourself discussing the subject using the voice memo app on your phone, then transcribing it and editing your ramblings into a conversational blog post or article.
2. Cut the sales patter
Some business owners make the mistake of trying to use their blog as a sales platform. They cram their posts with blatant attempts to flog products and services, without providing any real value to the people reading their content.
Nothing’s more off-putting than this. Being too salesy can actually end up destroying your chances of winning the customers you want to attract. Instead, aim to educate readers about your area of knowledge. By providing solutions to common problems, you’ll naturally establish yourself as the expert your target customers need.
How to do it: Create a list of issues related to your industry that you know customers struggle with, and produce content that provides useful advice on these topics. Keep it concise by dealing with one issue per post. As well as saving you time, a narrower focus will give readers the answer they’re looking for more quickly.
3. Understand what your audience wants
You can’t possibly hope to win the attention of your audience unless you understand what they need and want.
The best blog posts are written by people who have taken the time to learn about their readers, then responded to their problems by creating content that provides real solutions.
How to do it: Create a simple online questionnaire using Typeform, SurveyMonkey or a similar free tool, asking your audience which aspects of your industry they find the most challenging. Distribute it among as many relevant people as possible, and use their responses to inform the content you produce.
4. Know your purpose
As well as knowing what your audience wants, you need to establish how their needs relate to the overall purpose of your business.
Your content should relate to the sector you specialise in, giving you the best chance of converting readers into customers as they learn about what you can offer them. This may sound obvious, but it’s shocking how many business’ blogs try to cover subjects that have literally nothing to do with their products or services. Make sure you’re not one of them!
How to do it: A simple Venn diagram will help you determine what subjects your blog should focus on. The overlap between what you offer and what your customers need is where the magic happens: these are the topics that not only help your customers, but that position you as the expert who can make things easier for them.
5. Make sure your content has an audience
You’ve produced some brilliant content for your business. Nice one! Now you need to make sure that your target audience reads it.
Search engines, social media and email newsletters are all places where your content could potentially be discovered. Ensure that each piece of content you produce is optimised for these channels, and the hard work you put into creating it won’t be wasted.
How to do it: Use keywords in your content to help people find it via Google, craft compelling social media posts for each platform you use, and include links to recent content within your email newsletter if you have one. If you’re super busy (and who isn’t!), consider focusing on one channel to maximise your chances of success – doing one thing well is far better than spreading yourself thin and failing to make an impact.
Bonus tip! Collaborate with a pro
Even with these tips, you might lack the time, energy or motivation to create content for your business. It’s totally understandable – you want to spend those valuable office hours focusing on what you do best, not struggling over blog posts or other types of online content.
If that’s the case, make life easier for yourself by outsourcing the important task of content creation to an experienced professional. A freelance copywriter can help you to create the type of content that establishes you as the go-to choice for your target customers, allowing you to crack on with the work that keeps your business running.
My blog content copywriting package could be just what you need. If you need awesome content for your business, get in touch – it’s what I do best!