How Businesses Can Create More Effective Content

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Content is one of the most important ways businesses can build online presences, and blogs and social media posts tend to be the most effective. Pushing out new posts on a regular basis gives you fresh content for social media and email newsletters, and it also allows you to rank higher in search engine results pages. Still, it can be hard to keep up with regular posts when you are also busy running your business. Luckily, there are a few ways you can improve your business writing.

Consider Hiring a Copywriter

If you are too busy to create your own posts, you may consider hiring someone to do it for you. A professional copywriter knows how to craft a blog post that speaks to your customers in your brand’s voice. It can be yet another expense, but one way of paying for a copywriter is by taking out a small business loan. Having business loans available make it more affordable to hire a copywriter and can free up your time to focus on other areas.

Put Search Engine Optimization to Work

Search engine optimization (SEO) helps you rank higher in search engine results, and blog articles are one of the best ways of getting your brand to rank higher. Every article gives you or your copywriter a chance to use keywords that your potential customers are searching for. While it can be tempting to use every keyword you feel is relevant, it is most important to write for people, not search engines. Content that provides value tends to rank higher than content that is stuffed with keywords.

When you want to measure the impact of your content writing it’s important to cover content that is relevant to your business and that people want to read. Doing keyword research and coming up with a list of keywords can help you figure out what to include in your post. It’s important to use them naturally instead of forcing them into your article. Images are a great way to add a visual component to your article and break up the text. Images can make the content easier to skim, and they can help illustrate what you are trying to say. If you add data or research, you can put a graph or chart in that visualizes this information.

Ensure Content is Easy to Read

As you continue writing, it’s important to ensure you break up text with subtitles or bullet points. Many often skim articles instead of reading everything, so if it’s one large chunk of text, people are more likely to click away. There are plugins that can give you a readability score for each piece of content you write. There are also sites that will catch spelling and grammatical errors for you, so consider using all the editing tools at your disposal.

Give a Call to Action

Give people a purpose after they have read your article. While people don’t come to your blog to get a sales pitch, you can still include a gentle call to action at the end. You could lead them toward a step in the sales funnel instead of buying something. You could encourage them to sign up for an email newsletter or ask them to book a free consultation with a member of your sales team.

Edit Carefully

Even once you think you have finished your post, leave it for a time so you can come back to it with fresh insight. Go over it carefully to see if there are grammatical errors or if you could have stated something better. Ensure the points are communicated clearly and that information flows logically. Go through titles and subtitles to see if you could include any more important keywords. It can be hard to look over your work, so consider asking someone else to read it over as well.

Post it on Social Media

You can entice more readers to go over your article when you share it on social media. There are tools that can help you schedule and manage posts ahead of time, so you can get an entire week’s worth of posts done at once. And you can put social media sharing buttons on your blog as well. You could even run ads to promote your ad on different social media platforms.

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By Susan Barlow

Dr. Susan Barlow is retired from academia after teaching business administration, project management, and business writing courses for over 20 years.

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