Why & How To Write Great Content

So, I've been writing a lot about writing. And I'm sure you get the point that you need a blog. But, why?  Why, as a small business, do you need to have a blog?It's just extra work that means extra time focusing on the arduous task of sitting down and writing about stuff. But, what stuff? Stuff about your business. But you didn't get into your business to write - you got into your business because you want to deliver your services and your products to your customers. So how do you write when you don't want to? It all comes down to the reason behind why you should do it: to connect with your customers in an authentic way (I mean, also for SEO, but...really it's connecting to your customers).

“Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to—copy that makes the arguments so convincingly the customer can’t help but want to buy the product being advertised.” 
― Robert W. Bly

Writing on your blog is twofold: its providing your customers valuable information as well as convincing them to purchase whatever it is you're offering. Writing on your blog gives your customers that inside, first-hand knowledge that only you can provide. 

Give your customers an inside view to your business with your blog.

Ann Handley, Chief Content Officer for Marketing Profs and hardcore writing maven, wrote a nice little book called, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content. In it, she says that, “in an online world, our online words are our emissaries; they tell the world who we are." This statement is the gold nugget that most content writers have embraced for years and, now, most digital marketers are starting to realize. Content helps you sell your business to potential customers and it keeps your current customers coming back time and again. But how do you get yourself to the point where you can write confidently, quickly, and still provide great quality to your customers? Some tricks of the trade that I have used and share with some of my clients are below.

1. Create a content calendar or blog schedule. Getting your thoughts out on paper and brainstorming your way through can help you guide your next writing session.
2. Write authentically and with your own voice. If you keep the tone of your blog conversational - as if you're speaking directly to your audience - you're bound to draw in your customers with a blog that stands out from your competitors because nobody can write like you.
3. Make sure your blog is accessible. Ann Handley, again, states that you should “...assume the reader knows nothing. But don't assume the reader is stupid.”  Write for the uninformed customers - use terms that are common and not industry-standard, address topics from the perspective of a new customer, and write about topics your customers would want to read about.
4. Write, write, write, and write some more. The more you write, the easier it will get - trust me! It may seem daunting today, but the more you make time for writing on your blog, the easier it will get and you'll eventually get into the flow of it. 
5. Proofread, edit, proofread, edit. Making sure that you have quality content means making sure that there are no grammatical errors, that it reads easily, ideas and topics flow, and messages are conveyed clearly. Proofreading and editing your blog posts is imperative in order to ensure that your blog is getting picked up by the search engines and your customers can read it knowing that you can clearly convey the message.
6. Add images, videos, gifs, or other media. Adding in various amounts of media is adding even more value to your content. It can also help break up your content into shorter sections as well as give you ideas for your blog post. And (don't tell anyone I said this) it can make your blog post seem longer and, therefore, is less daunting when you're just getting started. ;)

Tip: Making a habit out of writing can help prevent writer's block.

Granted, it is hard to find even more time in your day - especially if you're running your small business solo. But making sure you have a competent, effective blog plan can really make your website more impactful.
If you need any further convincing, as a content marketing agency, Oh Hello can help you with strategic blog posts, your blog and content development, as well as other services to make sure that you are keeping your small business up to speed for 2016 and beyond. We have stats to prove it, too! Feel free to ask us what we can do for you.