Imagine a bustling digital marketplace brimming with businesses, each vying for the attention of potential customers scrolling, clicking, and swiping through a virtually infinite stream of information.
Sounds like a lot, huh? All the business content ideas being thrown everywhere…
Especially when you’re trying to find ways to stand out from the noise and when it feels like everyone’s yelling at max volume.
The secret sauce? Strategically crafted content and compelling website copy. In today’s digital landscape, these aren’t just “nice to have” – they’re a must. Especially as the online marketplace expands, brands become more global than ever, and competition continues to rise.
At the end of the day, your business’s content is more than just a string of words strewn across your website: it’s your conversation with potential customers, your pitch to investors, and your promise to loyal clients. It’s the essence of your brand, painted in pixels and launched across the world for all curious eyes to see.
And, when done right, your content and website copy can do more than simply describe what your business does. Together, these two elements can unite to tell a story, evoke emotions, inspire action, and build a community; all this to essential transform your business from a faceless entity in the crowd into a trusted friend.
But where do you get started when it comes to dreaming up new business content ideas? Let’s start from the beginning.
The “Why?” and “How?” of content marketing
In short, content marketing is all about creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
As a business owner, it’s not just about promoting your product or service – it’s also about engaging your audience and building a long-term relationship with them.
Here are a few reasons why that matters:
1. Building trust with your audience
Content marketing helps in building trust with your audience by providing them with practical, relevant information. This not only helps boost your engagement, but it also helps you position your business as an authority or thought leader in your field. That way, when customers see that you understand their needs and can provide solutions to their wants, they’re more likely to trust your brand and shop from you.
2. Attracting your target audience
Secondly, content marketing isn’t about reaching everyone – it’s about getting to the right ones, aka your target audience. Creating content that resonates with their interests and likes will help attract potential customers who still aren’t too sure to your website – and, hopefully, transform leads into conversions.
3. Driving conversions
As mentioned above, strategic content marketing can significantly boost your reach, engagement, and conversion rates. When your audience finds your content valuable, they’ll be a lot more likely to take action and do what you want them to do. Whether that’s subscribing to your newsletter, downloading an ebook, or making a purchase, the choice is entirely up to you!
4. Enhancing SEO efforts
Last but not least, search engines typically reward good content. And by creating high-quality, SEO-optimized content, you can improve your site’s visibility on search engine result pages (SERPs), and ultimately drive more organic traffic to your site. But more on that later…
6 tips to help strategize your business content ideas
As you can see, content marketing goes way beyond a pretty Instagram feed or perfectly-worded caption – although those things are usually also great to have!
When it comes to successfully developing business content ideas, the next step is to create a strategic content marketing plan.
Put simply, this plan should consider your:
- Brand identity
- Target audience
- Business goals
- And be guided by unique ideas
Let’s take a closer look at each one of these elements.
1. Understanding your brand
Your brand is the personality of your business, and it combines the values, aesthetics, and mission your business embodies.
With this in mind, the first step in strategizing your business content ideas and website copy is to truly understand your brand’s essence. It acts as the guiding star, helping you ensure that every piece of content, every word of copy, aligns with and reinforces who you are and what you stand for.
2. Identifying your audience
Once you’ve figured out what your brand is about, what it represents, and the story you want to tell, its time to identify who you want to reach with your content. After all, your brand’s audience will shape the language, tone, and type of content you create.
For example, infographics and short, snappy articles could be more appealing if your target audience is millennials. Meanwhile, long-form guides and case studies might be more suitable for a business-to-business (B2B) audience more used to a formal approach.
3. Business content ideas
Once you have your brand and audience defined, it’s time to start planning out those business content ideas.
Here are a few categories you can base your own calendar on to get your creativity flowing:
1. Educational content
Blogs, ebooks, and webinars that teach your audience something new about your industry or products are a great way to combine content that entertains with something valuable your audience will appreciate.
2. Behind-the-scenes content
Everyone loves BTS content! By showing the human side of your business, introducing your team, or showcasing how your products are made, people will see you as more than a logo.
3. User-generated content
User-generated content (UGC) is any type of content that’s created by someone outside the brand. To start collecting UGC, encourage your customers to share their experiences with your brand on social media, and make sure they tag you. This can be as simple as reposting a customer’s photo on your social media or featuring testimonials on your website.
4. Interactive content
Social media is fun – try to keep it that way! Sharing quizzes, polls, and interactive infographics that engage your audience more actively can be a great way to flesh out your community and grow your engagement.
4. Creating engaging website copy
In addition to a solid social media content calendar, your website copy also needs to captivate your visitors, convey your brand values, and encourage action.
Whether you’re a seasoned copywriter or you’re just dipping your feet and want to try to DIY your website copy to start, here are a few tips in mind:
1. Clarity before cleverness
As in all forms of communication, clarity is extremely important when writing website copy. Let’s face it: your potential customers don’t have the time to decipher complicated, jargon-filled text when they’re constantly being bombarded by information.
That’s why the best copy gets to the point using simple, straightforward language everyone can understand.
Remember: your audience isn’t just reading your copy — they’re also trying to understand your brand and what you have to offer. Try your best to make this process as easy and seamless as possible for them.
2. Focus on the benefits
While it’s important to explain what your products or services do, your website copy should focus more on how they can solve your customers’ problems or improve their lives. In other words, emphasize the benefits over the features.
The goal here is to help your customers visualize themselves impacted by your products or services, making them more likely to convert.
3. Work on your calls-to-action
Although small, a clear call-to-action (CTA) is one of the most important parts of your website and your website copy. This is where you’re directly nudging your visitors toward taking the action you want them to take.
From making a purchase to signing up for a newsletter or getting in touch for more information, your CTAs will be the deciding factor in what happens after they’ve read through the body of your website copy.
That said, your CTAs should be direct, compelling, and easy to act on. Using action-oriented verbs like “Start”, “Discover”, “Join”, “Get”, etc. is a great way to make sure your readers understand what you want them to do. Then, making sure they’re easy to see on your website – either by using a different color, font size, or background color – will help them stand out and encourage people to click through.
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In the world of content creation, your brand’s consistency is all about harmonizing your message. No matter where your content lives – whether it’s in the form of a blog post, a tweet, an email newsletter, or a product description – it should have a distinct flavor that screams you.
And that doesn’t just mean slapping a logo or your brand colors on everything you create. It’s also about your brand voice, the language you use, the values you express, and the experiences you promise.
Remember, consistency breeds familiarity, and familiarity breeds trust. So, stay true to your brand’s essence and let it echo across all your content.
To wrap things up, let’s imagine you’ve written the most engaging, informative, funny, and compelling piece of content. It’s perfect.
But, for some reason, it’s just not reaching your audience…
This is where search engine optimization (SEO) comes in. Because. without SEO, it’ll be very difficult for your content to get noticed – especially if you’re not paying for ads.
And, although SEO is a world of its own, here are three of the most important aspects you can begin to focus on:
SEO keywords are the terms your target audience are likely to use when searching for your products or services. They should be seamlessly integrated into your content to make it easier for search engines to find and rank your pages. But remember, no keyword stuffing! Excessive use of keywords can actually lead to penalties from search engines.
2. Meta descriptions:
A meta description is a brief summary of your page that appears in search engine results. It’s basically your content’s elevator pitch to potential readers. Make sure it’s compelling and accurately represents your content.
3. Image alt text:
Alt text is the text – for lack of a better word – that describes your images to search engines and to users using screen readers. Making sure that all your images have alt text is not just good practice for accessibility, but also enhances your SEO efforts.
Wrapping things up: Your content, your brand’s voice
Embarking on the journey to strategize your business content ideas and website copy might seem like climbing a steep hill, but don’t sweat: a little practice and planning can take you all the way.
And, when in doubt, just make sure you’re keeping tabs on how you can begin strategizing by focusing on:
1. Understanding your brand and audience: This is the foundation of your content (and marketing) strategy. Your content should reflect your brand’s personality and resonate with your audience’s needs and interests.
2. Creating engaging website copy: Your copy should be clear, focus on the benefits of your products or services, and include a compelling call-to-action.
3. Consistency: Maintaining a consistent brand voice across all your content and platforms strengthens your brand identity and builds trust among your audience.
4. Optimization: Incorporate SEO practices – like using relevant keywords, writing compelling meta descriptions, and adding alt text for images – to make your content discoverable by search engines.
Remember: your content is so much more than a bunch of words thrown together – it’s the voice of your brand.
A voice that narrates your story, shares your vision and connects with your audience on a deeper level. A voice that deserves to be heard, appreciated, and remembered. So go on, use your voice – you might just be shocked to see what happens!