The secrets behind creating content for your business
When you run a business, the thought of creating content for social media, email newsletters and blog posts can seem an unwelcome distraction from the tasks already on your To Do list. But whether you’re trying to position yourself as an expert or raise awareness of your brand, sharing this content should be an essential part of your strategy.
It’s easy to feel paralysed by what to post. We’ve all slogged through enough tedious accounts that pump out impersonal promotion to know that content needs to engage your readers. So where to start?
We’ve broken down four key areas to make your content a must-read (and if you need an extra hand, we’re here to help).
Be an expert
The best way to demonstrate your expertise is to show, not tell – it’s far more convincing than simply stating the fact.
Share hacks and tips relating to your business, or general advice on timesaving, productivity and organisation which allow you to be a success. You could build these up into beginner’s guides within your area of expertise, creating a lead magnet to encourage sales and sign-ups.
Open up about the tools (whether that’s physical or digital) which you find vital. Or how about revealing the biggest questions you get asked – and your answers.
Another great way to show off your skills is with a case study: a ‘before and after’ demonstrates just how your expertise helps others. Even better, get them to write a testimonial.
Be informative
Sharing information relating to your business helps strengthen your position as an expert, as someone in the know. But it also means you’ll be a go-to source for the latest news, so people will actively seek out your blog posts, open your emails and check out what you have to say on social media.
Share trends with your own comments, as well as misconceptions that others have about your business and reveal information that most people wouldn’t already know.
The best way to demonstrate your expertise is to show, not tell – it’s far more convincing than simply stating the fact.
Be generous with helpful resources alongside your own tips and hacks, whether that’s links to useful podcasts or flagging up other accounts to follow.
It could include your own lessons learned and the key pieces of information you wish you’d had when you started out: after all, no-one starts off by knowing everything.
Be personal
People respond to people, so opening up a little is far more interesting than a set of dry statistics. Unless it’s part of your USP, it’s best not to get too personal though.
Instead, share the goals you’re setting, the work habits which have helped you or perhaps your own business inspirations and mentors.
Give followers a glimpse of life behind the scenes, whether that’s part of your daily routine, a peek at your home office or an innovative new product.
This is also a great chance to share videos, and even tutorials – reinforcing your expertise as you do so.
Be engaging
This, of course, is at the heart of everything you share. But not everything you share needs to relate to your professional life.
Make it simple for people to interact with you. Depending on your business, this could be something light-hearted, even a game, as well as a photo or video to spark an emotion.
Launch a poll, ask a question, seek an opinion. While these can work for brand research, even the simplest updates can prove a great way to encourage interaction if you strike a chord – consider what people will empathise with, even something as simple as the relief that it’s Friday!
If you’re sharing tips, focus on how to do something – and what not to do, as the temptation to click through and check out your insights is almost overwhelming. Share some genuine insight, and you’re well on the way to a place on the must-read list.
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