7 types of written content you need for your business
Why copywriting is important for businesses is because every business needs words. But it can be hard to understand what a copywriter actually does because most of it is so blindingly obvious.
There are people who write words that businesses need. They’re called copywriters.
Every business needs a website, sure. But who writes the words that appear on that website? Every business needs internal communications, but who puts them together?
Why copywriting is important for business all comes down to engagement.
If you’ve stumbled across this blog post because you’ve Googled ‘content marketing’ or ‘how to create content for my business’, you’re in luck.
This list is a good place to start thinking about getting your content started.
Words for websites
Perhaps the most obvious place to start. The words that appear on your website could make or break it. The written content needs to inform and engage with viewers almost instantly.
Whether they’ve found your site organically and started from the home page, or they’ve clicked a direct link taking you to the contact page – it all needs to show them who you are and how you can make their life easier or give them what they want.
These words need to satisfy Google crawlers as well as a person’s mind. It needs to be SEO-friendly but also human in its approach.
Within your website, you may have a blog or news page. These are great for online engagement. If you’re updating your blog regularly, Google will favour your site. But… it must be well-written.
Blog posts need to be written with authority while being non-bias and educational. People should be able to learn new things, gain advice, or be entertained by your posts.
Writing posts for your blog can enhance your reputation as an expert in your field and get you appearing on that first page of Google.
People socialise online these days, I’m sure you’ve heard. It’s a great place to humanise your brand and keep you at the forefront of people’s minds.
It’s important to understand your businesses target audience for social media though. Not just as a whole, but almost on an individual level.
Who are your customers? What do they wear? Where do they hang out? How old are they? What do they care about?
Once you have a more detailed idea of who they are, you can target them on the relevant platforms. They’re more likely to engage if your message is targeted to them on a platform that your content is most relevant to. Social media can be a full time job though.
You don’t want to miss out on any leads or queries received though social media. If you’re active on social media – people expect you to be responsive.
Newsletters can get a bad rap for filling up inboxes quickly. The key is to get just the right amount of time between each email. The inboxes your newsletters are going to are ones that have requested to hear from you. So don’t be shy. But don’t be too keen either.
Depending on your individual customer, monthly, weekly or fortnightly could be ideal. Newsletters can help you build relationships, entice sales, boost social media followers, and improve public relations.
Leaflets and brochures
Your brochure will only be helpful to customers who are at a certain stage in their buying journey. They’ve seen the blogs, the Tweets, and the website. You’ve convinced them enough that you’re the company for them so much so that they’re ready for more.
A downloadable brochure allows you to capture data as well as catching their eye and giving them more detailed information.
A printed brochure, while not always perused because they definitely want to buy from you, is useful in building brand awareness.
By writing award applications, there is one clear benefit… you might win! But even if you don’t, even if you don’t get past the first stage, there are benefits to be had.
Award applications can influence and inform your business planning. They allow you to see your business in a different light (hopefully a winning spotlight) and encourage you to track more data, find more evidence of your success, and show you questions that you should know the answers too.
They also create fantastic team engagement. Imagine how your team members would feel if you mentioned their names for specific projects they did well on. It also gives you the opportunity to get everyone involved in seeing how far the company has come and individual successes.
Plus, just by being nominated, most award organisers will give you a ‘nominated’ badge to celebrate – great free PR for both you and them.
Press releases are great for brand awareness – even if they only ever reach one journalist on the other end of an email. Use them to announce new services, products and employees.
They help trigger interest in your brand and improve search engine optimisation when published online. Press releases are written specifically for journalists who have little time to read the thousands they’re sent. Make it appealing to the journalist – write as concisely and as candidly as possible.
And always include a picture!
Why copywriting is important for business may now be a little more clear, we hope. Copywriting is so essential to businesses that we often overthink what it really means. But really, all the elements involved in copywriting are all right there in plain sight; the website, the social media posts, the blogs.
Of course, there are many other forms of written communication. Many are sector specific and require more of an in depth look.
But for now, try picking just one item from this list and have a go a writing it.
Written by Kerry Smith
Image by Abdur Razzaq