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Too many businesses treat content writing as an afterthought – if they even think about it at all. They’ll spend time and money on their logo and brand colours, but pay no attention to how their copy sounds, let alone consider creating a blog. 

Don’t make this mistake! Content writing is an important way of making an impression on your audience, and it is as important to your branding as your visuals. 

For one thing, having useful content on your website gives you a better chance of ranking higher on search engines. Second, creating content in your area of expertise allows you to position yourself as an authority. 

If you feel that you’re ready to take a crack at creating content for your business, here are a few important tips to keep in mind: 

Bridge the Gap Between Your Expertise and Your Audience’s Needs. 

A good rule of thumb when thinking of what to post is to use your expertise to answer your audience’s questions and concerns. 

If you’re an expert on something, it’s easy to get excited about your subject matter and go on and on about what you know. That’s great to a certain extent, but remember that not all of that information will be relevant to your audience. 

For example, let’s say you are a photographer catering to local businesses and organisations. You’re a master when it comes to high-end photography gear and can spend all day discussing the merits of this sensor or that brand of lens glass. 

But the local bakery that you’re trying to market to doesn’t need to know all that. They just care that you can take delicious-looking photos of their bread. So instead, maybe you can write about how you light food shots to make them look warm and inviting instead of cold and flat. 

If, on the other hand, you’re trying to sell an advanced course to photographers who want to master their DSLR, then your gear knowledge would be better received. 

You know about photography gear and you know about taking great photos. Which one would be more relevant to your audience? 

Organisation is Key. 

Compared to an ad or social media post, things landing pages, newsletters, and especially blogs tend to present more information. 

That’s why it’s crucial to make sure this information is: 

  1. Broken up into manageable chunks. Use shorter paragraphs, and even bullet points, to make content easier to read. 
  2. Organised in a clear and logical manner. Before you even begin writing, create an outline for the content and make sure it has a logical flow. 
  3. Labelled accurately. Use headings and subheadings that clearly indicate what information they’re about to read. 

This allows for a better reader experience; they can skim through the page and know what information they can expect from it. Otherwise, they may be put off by the prospect of reading so much text without knowing if it will be useful to them. 

As a bonus, well-organised and clearly labelled content is good for search engine optimisation as it makes it easier for search engine bots to “crawl” through your content for indexing. 

Imagine that You’re Writing Content for One Person.

The saying “When you try to please everyone, you end up pleasing no one” is often very true for content writing. 

A business will have various parties that it will want to make a good impression on: different sectors of their target market, investors, and business partners. What each of these parties will need from your business can vary greatly; content that resonates with one might not be relevant at all to others. 

So when you’re writing a piece of content, such as a blog post, make sure to have a clear idea of whom you’re writing for. 

For example, if you are a physiotherapy clinic, you may want to create separate pieces of content for your elderly patients dealing with arthritis and walking difficulties, and for your sports rehab patients that are just trying to bounce back from an injury.

This not only goes for the subject of your content but also the voice. Tailor the tone of your writing to whom you’re speaking to (e.g., your younger clientele versus your corporate shareholders). 

Use Visuals to Accompany Your Content Writing.

Images are a great way to keep your blog post and website copy engaging. 

Not only can they help illustrate your points, but they also give your readers a visual break from what would otherwise be a wall of text. 

Here are a few tips for using accompanying images in your content writing:

  • For purely decorative images (i.e. not product photos or diagrams) you can make use of stock websites such as Pixabay or Unsplash
  • Make sure the file sizes aren’t too big; try to keep them around 100Kb. If you’re not handy with Photoshop or Canva, websites like TinyJPG can compress your image for you.
  • Always add captions; this helps both the reader and the search engines.  

Use Keywords… But Don’t Go Overboard. 

If you know about SEO, then you’re likely familiar with the role that keywords play in getting your content found. And it’s true – using keywords in your content writing is important. 

But gone are the days when you could just try to game the system by stuffing tons of keywords into a blog and expect to be rewarded for it; the algorithms are too smart for that now! 

Try to pepper the keyword into your writing, but only where it truly makes sense within the context. For example: the keyword for this blog is ‘content writing’ – but we didn’t force it unnaturally into every sentence!

We hope that this guide gives you the confidence to start writing content, and leveraging what it can do for your business. 

If, however, you feel that it’s not in your wheelhouse, we have a content team ready to create high quality content for you (that abides by all of the best practices we mentioned here, of course!) 
Get in touch with us through our contact form here, or give us a call at 1300 168 311.

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