Anyone involved in business comes to realise how important it is that the company’s content writing is clear, concise and speaks to the people they want buying their products or services. 

A surprising thing about the Covid pandemic is that it’s created an enormous need for interesting and relevant written content. As we’re having to be at home more (working and generally living), the amount of time we spend online has increased hugely – to an average of 5 hours a day.  This means that every business, even the tiniest, has to carefully consider what they say, how often they say and where they say it.

The truth is, writing content isn’t easy. Copywriters (that includes me) with all our training and experience can struggle to find the right words. That’s why I blog a lot about writing. In this post, I summarise articles I’ve written to give you a quick run-through of what writing content for a business involves. 

Know your audience

The mistake some make is that they jump straight into writing. But how do you know what to write if you don’t know who you’re writing for? 

From the start, knowing who buys your product or service makes it easier for you to plan what content you need to write, so you reach your ‘ideal client’ with the right messages. You may know that your client base is medium-sized businesses or that your clients work in the accountancy sector, for example. 

This information is useful, but it’s too broad. You need to be more specific. This could include determining your customer’s average age, gender (if relevant to your business), where your customers live and where they gather their information.  

One thing you definitely have to know is what problem they have or what questions they need answering. For instance, if you sell cameras and your customers are food photographers, you could write an article about the best lenses for food photography. 

For more guidance on defining your ideal customer, see my article ‘Who are you writing for?’. 

Find your voice

People in marketing often talk about a brand needing to find its tone of voice. Clients often ask what this means as a brand can’t talk, or can it? Yes, it can. It speaks through the words, phrases and taglines it uses in it’s written content, the visuals it uses to represent its products or services and the stories it tells. 

This is what is categorised as a brand’s tone of voice. What you are and aren’t allowed to say is detailed in a tone of voice document. 

If you’re a small business or a large corporate, a tone of voice document will ensure that your marketing messages are consistent. Consistency across all your marketing is what makes your brand stand out from your competitors and it’s what makes you recognisable. 

My article ‘Finding the right tone of voice for your business’ gives advice on how to define your brand’s tone of voice. It also shows examples of brands that have a standout tone of voice, in case you need some inspiration! 

Get your message out on social media

Love or loathe social media; either way; you can’t afford for your business not to communicate on at least one channel. Why? Well, your customers will be spending time there. On average, we spend approximately two and half hours each day on social media. And, 27% of searches on social media result in a purchase. 

If you’re not on social media, your competitors will be, and they’ll be informing and educating the people you want as customers. 

Social media can be overwhelming, but it doesn’t have to be. The research you did to understand your ideal customer, may tell you what social channels your customers use. So this is where your focus should be. 

How long your posts can be, depends on the social channel you use, as each has its own character limit. Mixing up the topics of your posts will keep them interesting. Think about using hashtags to make your posts searchable. Most importantly, ensure your posts are written with personality. This can mean being friendly, keeping sentences short, using basic language, asking questions, giving your opinion on topics and writing like you talk. 

For further advice and tips, check out my article ‘How to write social media content’. 

Get eyes on your content

There’s nothing more deflating than putting time and effort into creating written content than to find that no-one is reading it. 

You may be surprised, but this happens a lot. The biggest reason; there’s so much content out there. Every second, a new blog is being published or thousands of tweets are being posted. Don’t let this put you off writing, as you don’t need thousands of people seeing what you’ve written; you just need the right people seeing it – your ideal customers. 

Of course, though, your customers have to be able to find what you’ve written. This can be done by posting it on social media, adding hashtags to your social posts so they’re searchable, including articles or links to articles in your newsletter, posting new articles regularly and giving people the option to sign up to be notified when you post a new article on your site. 

To find out what else you can do to make your writing more visible, read my article ‘How to get more people to read your content’. 

Ultimate tips to make your writing great

The things I’ve covered in this article are the essential things you need to consider before creating written marketing communications. If you’ve covered these stages and are ready to start writing, here are my three ultimate tips for writing high-quality content, whether it’s blogs, ebooks, newsletters or social media posts: 

  1. Use basic words – your readers shouldn’t have to Google a word for its meaning
  2. Get to the point quickly. Then back it up with facts, figures or data
  3. Use headings, sub-headings, bullet points to space out your text so it’s easier to read 

If three tips aren’t enough, you can find more in my article ‘25 copywriting tips for amazing content’. 

Ready to get writing?

I wrote this post with the hope that you’ll bookmark it and come back here as you move through each stage. If you can’t be bothered doing that (I know time is precious), you can download my copywriting guide that covers each topic in greater detail. 

Getting hold of a copy is so simple, click here and add your details. Don’t panic; you aren’t going to be added to a mailing list and be bombarded with messages. I hate that, so I don’t do it. All you’ll get is my copywriting guide. After that, if you want to get in touch with me, you can. 🙂

About me: I’m Emma a copywriter and content manager based in Harrow, London. I have a passion for content and for creating amazing content for brands that have a strong sustainable, social and ethical ethos.