An Insiders Guide to Writing Content People Love

You’ve probably heard that blogging is a great way to bring in new business.  It’s easy.  It’s fast.  It works.

But when you sat down to type out all those words of wisdom that you thought your customers wanted to hear, you either hit a major case of writer’s block, or you got it out, but it didn’t bring in any new business when you published it.  So how do you write content that your customers will love…?  Let’s take a look!

STOP being a salesman.  I mean it.

Seriously… would you really sit down with your favorite smiley face mug and enjoy reading an article all about how awesome a company is and why you need to buy their product or service right now or your life will end?!

That’s what I thought… you wouldn’t.  So people think that their customers would want to is something I just can’t wrap my head around.  Instead, focus on writing high-quality content that they actually will like.  

High-quality content is:

  • Easy to find
  • Speaks to their pain points or goals
  • Talks about a specific topic that they would be interested in
  • And is written in a way that is easy and fast to read

Follow these best practices

  1. No Bait and Switch Tactics
    Make sure you live up to the promises you made with the content that you provide.  If you advertise that you’ll talk about XYZ, then talk about XYZ.
  2. Always know the next step and make it easy to follow.
    The point of all this writing is to bring in new business for your company.  That means that at some point, you want to get them to contact you, or give you their content information.  So with everything that you do, keep in mind what step you want them to take, and make it easy for them to take it.
  3. Don’t beat around the bush and keep it short
    People are busier now than every before.  They are in a world of information overload and tight deadlines.  So make it quick for them to read what you wrote and make it easy for them to grasp the purpose behind it.

Serve it up where they are

When you have that content written, you’ll publish it and share it where they are likely to find it. This includes:

Blog Articles
These are indexed by Google, easily shareable, and easy to read quickly on any device.

Email Newsletters
You can share those articles or other useful information through email newsletters directly to people that have opted-in to hear from you.

Social Media
Likewise, you can share that content out on social media channels – which is also super easy for people to share to their friends and family

Downloadable Offers
When you have content that is more valuable, consider gating it behind a form and putting it in the form of an ebook or whitepaper. Then ask people to trade some of their contact information in order to download it. This way you’re exchanging knowledge for a lead.

Podcasts or Video Blog
Video and audio can be a powerful way to shake off some of the stiffness and impersonality of traditional blogs. They give your audience a chance to see, hear, and “meet” you.

What's your favorite content?

Do you have any favorite blogs or writers that you follow?  Leave me a comment below and let me know who your favorites are!

Written by Christina Hooper COO & WEB NINJA AT SPARKITIVE

Christina Hooper - COO & Web Ninja

I was blessed to grow up in a small town with a grandfather that owned the local corner store. His hard work and dedication taught me what it is to use your business to build a community.  After working with so many businesses in the last 14 years, I know the power of building relationships.  I believe that in order to succeed, businesses must build relationships - with customers, with each other, and with their communities. Thanks to technology, it is easier than ever before to build relationships with people all over the world and I love that I get to help make that happen. 

My mission is to help businesses get better at building connections with prospects, turn customers into raving fans, and build brands that clients and customers are proud to know.