4 Tips To Write Better Content

Spending money on a copywriter is probably not something you had anticipated when you started your business. Let alone reserving budget for Content Marketing. But somebody needs to write your product descriptions and sales pages. And even though we recommend you to hire a professional copywriter, we fully understand not every business has the funds available to do so.

Here are 4 tips we think Small Business Owners can use to write better content. And here you can find our guide on how to hire a copywriter.


1. Create Your Tone of Voice

When you create content, keep in mind you are communicating with your (potential) customers/clients.

So before you start, ask yourself;

How do I normally communicate with my customers? How do I approach my customers? And How do I want to come across as a brand?

If you have an “Innocent Smoothies” kind of brand, then a lighthearted tone might work best for you. This relates best to what your customers expect with that kind of product. On the other hand, if you are providing professional services, a formal, rather professional tone probably will work better.

Create Your Tone of Voice
Create Your Tone of Voice

When you write your content, you want to stay as close as possible to the tone you always use when you communicate. And what works best with your customers. Besides being consistent in your presentation, this will also help you find the right tone to use for your content.


2. Focus on Benefits, Not Features

Customers don’t buy a product for its features, they want to solve a problem, and they want to understand how your product can help them solve this problem.

That doesn’t mean you should ignore your product features. You still need to list these. It means you need to focus on the product benefits, and how it can help your customers.

Let’s say that you are selling a dermatological tested face cream with “hyaluronic acid” as the main ingredient. Those customers interested in facial creams might have read somewhere that this is a good ingredient– but don’t know why this is the case. And for those who never heard of this acid, just mentioning it doesn’t make them want to buy the product.

So don’t focus on the feature (in this case the ingredient), but focus on how the product can improve the complexion of the skin, its hydrating qualities and how it can reduce skin inflammation. See, now this start to make sense!


3. Proofraed!

A piece of content with bad grammar and obvious mistakes is bound to distract. And lose attention. Fast. You don’t want to lose customers over a misspelling.

Even more, a badly written piece of content reflects on your brand as a whole – leaving your visitors confused, or worse, frustrated. So, proofread!

If you want to go that extra mile – find someone else to proofread your work before you publish it. This might feel as an extra burden, slowing down your publish rate. But remember, a badly written piece of content might lose you that customer you are trying so hard to capture.

Proofread your content
Proofread your content

And yes, the heading was misspelled on purpose. Was it as distracting for you as it is for me?


4. Understand SEO

Even if your content looks fabulous and is well written, if the search engines are not able to understand what your content is about, all your efforts will be for nothing.

Understanding SEO will help you optimize your content for maximum visibility.

Understand SEO
Understand SEO

Let’s take the face cream example again. With the product name as page title, and the product features as the main content on the page, you will never capture all those people searching for ‘dry skin solution’ or ‘anti inflammation skin cream’.

Learn about the SEO basics – page title, meta description and search intent are good ones to start with. And make sure your website is actually visible to the search engines.


To Wrap It Up

Don’t let a tight budget prevent you from creating content. With a little practice, some SEO basics and a creative mind you don’t need to spend a lot of money to create your content. The main take-away: focus on your products benefits, and proofread before you publish!

And don’t forget to read our post about the common copywriting mistakes.


Content Marketing

Not on a tight budget (anymore) and ready to take your content to the next level? Contact us and talk to one of our Content Marketing experts to learn more about the endless opportunities good content has to offer! A first consult is FREE. No strings attached.

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https://www.pexels.com/@olly

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