5 Reasons Why You Need to Write for Your Business (and how to get started)
Updated: Jun 13, 2019
I can hear your groaning and complaining from here. You’re already behind trying to do all you can for your business. But write Good Content on top of all the emails and text messages and occasional social media posts? Smells a lot like having to pull all-nighters writing mid-term essay assignments. Let me explain why I think writing for your business should be a priority.
1. Writing for your business helps you get clear on what you’re doing and why.
Writing gets you in touch with your business “feelings”. Try free-writing about your business and let loose with those squirrel tracks in your head. Sift through, and pretty soon you’ll uncover your business manifesto, your purpose. Get clear on it, and it will be easier to convey with authenticity who you are, what you do, and why you do it. Get real and people will respond.
2. Writing for your business creates visibility.
Duh, right? Every marketing guru preaches this but writing easily ends up at the bottom of the list when other priorities take over, like, uh, serving your clients. Writing for your business takes consistent and concerted effort, and content creation should be prioritized as the key marketing tool it is. Expand your reach and write.
3. Writing for your business makes you look like a smarty pants.
If done well and consistently, writing for your business gives you credibility. You know waaay more than you think you do, so don’t be shy to share your knowledge.
4.Writing for your business makes you look professional.
Writing good content shows that you take your business and your clients seriously. You’re not afraid of giving too much away, because there’s plenty more where that came from. And you’re building trust, the basis of a healthy business relationship.
5. Writing for your business encourages interaction.
A connection you make through sharing your content could turn into a long-term customer, friend, or even a business partner. Without creating content, how are people going to get to know you and your business?
Getting Started: Your Story
Think of your business as a book. And books tell stories. So a good place to begin is to write your “origin story.” Set the scene and tell people how you got started. Describe the key characters. Besides yours truly, maybe the main character is your stunning location, or your primary activity, or your flagship product. (For more tips, read Write Your Business Origin Story.)
Paint a picture that will leave your audience--your potential clients--curious to know more. Remember to continue your story at intervals, sharing new developments, experiences with customers, or milestone achievements.
You Gotta Do the Blog
Yes, you’ve heard it a bajillion times, so don’t go sticking your head in the sand again.
Every time you publish a new blog post, it gets indexed on the Google as a new page, new content. But it has to be useful content, and preferably keyword-rich, and it means posting more than once or twice a year. It’s the quality and consistent output that matters. If you can only manage one post every two weeks, just make them the most useful posts ever, published every two weeks on the dot.
Bonus points: share your content on social media.
Create the meat first--the blog posts and articles. House them on your blog, then share them on the platforms where your clients hang out, with links back to your website. Up the visibility factor.
Start That Newsletter
It may sound scary, but it doesn’t have to be a big deal. It can be an email to touch base and share your blog posts, a bit of what’s happening, a quick travel tip, or local insight. Send it out once a week or twice a month, or whatever is realistic for your schedule, but be reliable. It’s a great way to remind people you’re there.
Just do your best to provide content that your readers want. (Of course, this is assuming you have a list of subscribers, ahem. If not, let’s pretend you do, and leave the whole list-building topic for another day.)
Create an Attractive One-Page Printable
Write a condensed version of your story and your service offerings, and add some stellar photos of your amazing locale or juicy products. Not a graphic designer? Use something like Canva to make it look pretty. Not everyone is always plugged in. Really. It’s okay to do it old-school and have a one-pager at the ready for the walk-ins, or for those in-person meetups.
Go With the Flow: Batch your Writing Tasks
Designate a time slot just for brainstorming topics for articles. Then schedule time to create working titles and outlines. On another day book time to write your drafts. Then set aside another time for editing, formatting, and sourcing images. In this way you can get in the flow of each different task without constantly switching gears. It also helps you avoid the tendency to edit while writing your first draft, which slows you down and can all but choke your creativity.
Yes, You Have To, So Just Get Over It
Writing good content can act like an engine to drive your business forward. It’s a great way to reach out and connect with potential clients. It builds authority and trust, and makes people
want you, even though the other guy might have the same (or even better) product or service. But he’s not you.
If you don’t have the time or inclination to create content on your own, get help to ghostwrite or edit. But at least write your origin story and let that be a guide. The more in tune your content is with your vision, the more real it will make you and your business. And real translates into relationships. And we all know relationships are the foundation of your business.
Still not convinced you've got this? Contact me to find out how I can help with your content development.