At Wolfstar we firmly believe that content is everything for your business, but many businesses struggle with creating insightful, engaging content that tells a story or sells a product. We understand, after all, you are busy running your business and it may not be your area of expertise.
However, you don’t necessarily need to be a great literary novelist to write content that will engage your customers. In this guide our Account Manager, Rochelle shares her top five tips for creating engaging content.
Content writing tip 1: Proofread
Yes, this sounds simplistic, but you would be amazed at the number of businesses that don’t do this – especially on social media. Just a quick flick through LinkedIn and you will see countless businesses/ owners that have put out a rushed post which hasn’t been checked first.
If you’ve spent an hour writing content you are proud of, rereading before you hit send will take a few minutes and can make all the difference to the result of that post. If there is someone else who can sense check it, that’s even better.
Content writing tip 2: Have something to say
There is nothing worse than trying to read a blog or article, that has been written for the sake of writing something. Content writing only works for a business if you genuinely have a story to tell.
So often we see people writing content for SEO. While content is a vital piece of SEO – it helps to keep your website updated – search engines know when you are just writing for SEO and you will be penalised for it. Everything you write needs to be for humans and it needs to add value.
Whether you are writing a blog post, press release or social media post, you are announcing to the world that you’re here, so make sure what you are saying is worth saying.
Content writing tip 3: Answer a question
The purpose of a search engine such as Google is to provide answers to questions. This means that it will crawl websites to find the answers to questions people ask. You must ensure that when writing content (blogs, articles, features) you include information that people are looking for. Undertaking keyword research before you start to write will ensure that you are providing answers to questions that are being asked.
Not only do we want answers, in our increasingly busy lives, but we also want them fast. This is where you can use headings and subheadings to direct people – and Google – straight to the information they are looking for.
This doesn’t only apply to writing blog posts. Being aware of topical subjects will mean you create PR and marketing campaigns that are more likely to resonate with your target audience and as such be successful.
Content writing tip 4: Produce original content
These days it’s hard to write content that is 100% new. Undertake just a little research and you will find that whatever your idea, someone has likely thought of something similar. The key is putting the idea forward in an original way and creating something that stands out.
Write content that is unmistakably yours and puts your [businesses] personality into it. This will help you to grow a loyal following, readership and ultimately customers. Content creation is worth investing in. Many businesses fall into the trap of hiring an intern fresh out of uni and expecting them to work miracles. This never works out well. Interns are great, but they need someone to learn from.
Content writing tip 5: Hire an expert
You are an expert in your business, you know it inside out but you’re spinning a lot of plates. Finding expert content writers to help you could be the best decision you ever make for your business.
Hiring an agency might seem daunting, but it is a great way to get an abundance of expert content writers working on your account, without the cost of hiring a content creator. It also allows you to tap into the creative abilities of a team meaning you are more likely to get engaging content.
Wolfstar Consultancy is a Leeds PR agency with expertise in writing content for a variety of industries. If you need help with creating engaging content that will drive your business forward get in touch today.