How to Write Content For Your Business

Sophia Belnap

You've probably heard the saying "Every business needs a blog." And it's true! When people find your business, they don't want to just read your web, ad or sales copy. They want you to provide them with some expert insights, helpful information and valuable advice about your products or your industry. That's what your blog content can do for you.

Content is designed to bring organic traffic to your website and increase the number of leads your website captures. But to bring those searchers to your page, you have to create great blogs. So let's take a look at a few ways to write great content!

Provide Value

The key to building a relationship between your brand and customers is to provide as much free value as possible. Things like free downloadables, informative articles or even quizzes to help them choose the right product. Anything that helps move them through the sales funnel without requiring a commitment provides value. As you create and publish content, whether it's manually or through content management systems, ask yourself, "Does this blog provide value?" Try to pick topics that will teach your prospective clients something or answer a common question surrounding your industry, products or brand. The more value you bring to readers, the more likely they are to stick with your business.

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Make It Relevant

Part of being valuable is also being relevant. Something won't be worth the read if it's not relevant to your customer's unique situation. One way you can evaluate the relevance of a topic is by deciphering the search intent behind it. For example, if you're writing a blog about buying roller skates, type that search phrase into Google. What comes up? Google does a great job of finding articles that accurately address the information most people are looking for when they type in a search term or phrase. So if the results page shows a lot of articles about "how to choose new skates" or "where to get the best deal on roller skates," then you know blog posts about those topics are highly relevant to your target audience.

Keep It Concise

Not every blog post needs to be a 2,500 article that takes a deep dive into your topic. In fact, most blog articles are no longer than 1,200 words. You want to make sure you're including helpful topics and information without droning on so much that people get bored and leave your site. Online readers are actually more likely to skim your content than read it word for word, so you want to cater to this behavior. One way to make your quick articles even easier to skim is by using descriptive headings and section titles. This can help you two-fold because it's also a great way to boost the SEO value of your page.

Use Keywords

Most people know that keywords exist but plenty of business owners aren't quite sure how to use them to their advantage. Keywords help Google determine the topic you're writing about and what audience would benefit most from it. If you can rank highly for certain keywords, that means you'll appear higher in the search engine results pages (SERPs). Finding keywords for your blog posts takes some patience and research. Platforms like AhRefs and SemRush both specialize in keyword discovery and SEO information for websites. Find keywords that match your target audience, address your desired topic and aren't so difficult your website won't be able to compete for them. Ideal keywords have a low keyword difficulty and high search volume.

Set a Goal

Content marketing can have lots of benefits for your brand but starting the journey without a clear heading is ill-advised. When you start writing and publishing blogs on your website, have a goal in mind. Do you want to capture more leads? Convert more customers? Educate the masses? Your goal will inform the format and focus of your blog posts, so think carefully!