Here’s why your small business should be blogging and producing other content—and how to make sure your content is effective.
Speaking of noise on the internet, everywhere you turn someone has an opinion about how you should market your business. But all across the web, internet marketers agree:
Like Elvis, Michael Jackson, and James Brown, content is king.
There’s never been a better time for content. Blog posts, guest posts, online articles, white papers, and e-books are a crucial piece of the marketing puzzle. Here’s why content is so important:
Successful internet marketing revolves around content.
Just for fun, here are a few more reasons why content is like Elvis, Michael Jackson, and James Brown:
It’s only part of the big picture, and it may change over time, but it will always be king.
So how do you write content worthy of the crown?
Ok. Here it is. (Cue the fanfare.) Here’s what you need to know to create blog posts and other content that will bring customers to your business.
Creating content is worth it if you’re marketing online. This is true even if you’re a local, brick-and-mortar business. It can be the difference between “I think I saw an ad for them once” and “Oh, yeah, that place! They really know their stuff!”
P.S. If you’re ready to create content worthy of the crown, I’m here to help. You can see my full service menu, including specials, and email me at firstname.lastname@example.org to reserve my time. Not sure where to start? Schedule a free 30-minute Discovery Call. We’ll see if your business and mine are a good fit for working together, and you’ll come away with a list of recommendations you can start implementing right away.
In another post, I told you about five simple things to check on your website to make sure people take the time to get to know you. Now that you’ve checked those things and fixed up your site, let’s look at some other ways to get your customers’ attention.
Today let’s look at your “about us” page.
I’ll call it a page to keep it simple, but keep in mind that you can have a separate “about us” page or a brief section on your home page.
Here’s what to check:
I hope you’ll take a few moments today to make sure your “about us” page is on point. When a potential customer is exploring your site, your “about us” story can add to their trust in your business.
Your partner in growth,
To succeed in any business, you have to advertise. These days, most online advertising comes in the form of sales copy (think sales letters, e-mails, and ads) and content (think blog posts, white papers, and e-books).
Whether you’re producing copy or content, whatever your purpose, editing is absolutely necessary.
This is especially true for academic-oriented businesses. Any parent who knows a little about writing will turn and run from an academic service that has mistakes in their materials.
“There’s no way I’m sending little Timmy to a tutoring service that uses your when they mean you’re,” Mom says. “I can’t trust them to teach my son how to write.” It may be an honest typo, but Mom doesn’t know that. She thinks she can’t trust you.
First off, my number-one piece of advice for editing: If you can hire a pro, do. Even if you’re an amazing, experienced writer, it’s critical to have that second set of eyes. Even the best writers can’t see all their own mistakes. A lot can slip by when you’re editing your own work:
Here’s the thing: You can’t always see your own errors. You’re too familiar with the message—too invested in the words.
In writing for your business, there are some important things to consider. If you're editing your own work (or having someone else edit yours), here are some steps you can take to make sure your work is polished.
Remember: your audience may be educated, but it’s always better to bring the reading level down as far as possible while treating them with respect. Make your writing accessible. Big words don’t always impress readers, and you run the risk of alienating your customers. Academic Snob is not a good look in business.
For a reading-level check, try readable.io.
You’ll need to go through your text a few times if you want it to be perfect. Here are a few things to look out for. This isn’t a complete checklist; it just scratches the surface of some of the most glaring errors that could get you into trouble with your audience.
RIGHT: That’s Tonya’s horse.
RIGHT: It’s my horse.
WRONG: These gift’s are for the kid’s.
RIGHT: What comes before the semicolon should be a complete sentence by itself; the same is true for what comes after.
RIGHT: Your child should bring the following things to school: A backpack; a lunchbox with an entrée, a drink, and a napkin; a blue, green, or yellow folder; and a water bottle.
Capital letter check!
Capital letters are for proper nouns (names), beginning sentences, acronyms, and not much else. Many people use them for any important word. Please do not do this. Check your capital letters and, if you need to, ask Google.
Sentence structure check!
WRONG: Our instruction and hard work of your child are the building blocks of success. (Eek. This almost sounds like the teachers are harsh taskmasters, standing by while the child works in some kind of academic coal mine.)
RIGHT: Our instruction and your child's hard work are the building blocks of success. (This one makes the teachers and the child partners in academic success. Whew.)
A word of caution about automated tools: Don’t do everything your spelling checker, your grammar checker, and Grammarly say to do. They’re great tools, but sometimes they make some really nutty recommendations. (Please say I’m not the only one who has been told to change “Joe and Sue are friends” to “Joe and Sue is friends.”) If something seems off to you, investigate further.
There are, of course, many, many, MANY more rules, but these basics will help you polish your work before sending it out into the world.
But do follow most of them for the sake of your message and your reputation.
Some rules to break:
If your budget allows, please hire a pro editor to do your editing and proofreading; you'll have peace of mind that your message represents you well. If not, you can do it yourself, but please take your time and do it carefully. Use the above as a starting place to check and double check your writing. Good usage is still important, especially if you want to impress!