Originally published November 29, 2021 , updated on October 4, 2023

So, you want to do content writing for your business, but you’re not sure what type of content to write? Or you’re already making use of web content writing services, but maybe you’re keen on adding new content to your portfolio. Content is king, after all. 

But not every content type will suit your business. It wouldn’t look very good if you were in the law sector, for example, and you started writing recipes. You need to know your audience and the type of content that they would appreciate or benefit from. 

Below we have some ideas for different types of content. You might find that only one suits your business. Or you might want to use all of them because your business has a wider target audience. Whichever you decide, ensure that the format matches your business profile and tone. 

How-to Guides and Stories

If your business or product is slightly complicated, your content could be focused on helping your audience and customers understand how to use it. These could be straightforward how-to guides, or they could be woven into a story. 

Let’s imagine that you are a company that offers internet connectivity packages at a cheaper rate. You can offer the cheaper rate because you don’t do home installations – customers need to set it up themselves. But it can get complicated. 

Your content could be a step-by-step on how to set it up. Or, it could be a general story about how to equip your home as a remote working space. The latter will work if you are needing your content to generate new leads. The former is best for existing customers. You just need to know who your audience is before you start writing your piece. 

Thought-Leadership and Opinion Pieces

If your goal is to set yourself up as a leader in your industry, then this one’s for you. Thought leadership and opinion pieces are excellent tools for any leader or business professional to build their profile. These not only help the individual, but also the business by association.

A manager in the insurance sector, for example, can write thought-leadership pieces on the state of insurance in the 21st century. They can provide perspective on why younger generations are not getting adequate insurance and give insight into the market in general. 

Trends work well here, too. A business leader could write a piece about trends in their sector. For example, top ten trends in the fintech space for 2022. These could be written by an SEO content writing agency on behalf of the company, and then published on the company’s website.

White Papers and Research Papers

“A white paper is an influential, reliable presentation of comprehensive information on a particular topic that provides a solution”. This is according to Forbes. It’s a great way to talk about your company, services, and products without doing a hard sales pitch. Instead, you use a white paper to highlight the solutions that you bring to the table. 

Let’s use the fintech example and imagine that you are a fintech company. You offer payment solutions to small businesses. The white paper could be about how small businesses struggle when they are purely a cash-based business and have no other ways for customers to pay. 

This could look into how much money businesses lose when they don’t have various payment options. And how much they make as soon as they expand their payment options. You could also include an explanation of how your company provides a solution by helping small businesses survive and thrive. 

This is not a hard sales story, but rather one focusing on solutions. It’s a softer sell of what you do. 

Conduct Research and Publish Research Papers

This might sound similar to white papers, but it’s a bit more in-depth. A research paper could be about an audience demographic and why they need your products. For example, if you were an online medical app that provides medical advice at a low rate, you could do a research paper on how many people can’t afford proper health services. 

This could dive into who your audience is and how they have been struggling without proper access to healthcare services and advice. A research paper contains hard facts, figures, data, and stats. It needs to paint a clear picture of why your product is needed in your market. 

This could then be used to pitch for new funding or business loans. Or even to create new products within your company. High quality content writing services should be able to conduct research and put this together for you. 

Web Content Writing Services for Blogs for Your Company Website

If you need to up the SEO on your business website or you need a space to put articles, a blog might be the kind of content that you need. 

Blogs are useful for SEO because it means that there’s regular content going up on the website all the time. This content has been – or should have been – optimised for SEO. This means that the piece should contain keywords that are relevant to your company or your business. 

Blogs are also useful if you have a lot of company updates and you would like that information to live online somewhere. 

Press Releases 

Press releases are not for everyone. But perhaps once in a while, it’s something that could work for your business. Keep in mind that not everything can be a press release. Your company may have switched from 4G to 5G, but it doesn’t call for a media release. 

Press releases need to be used for big announcements. Perhaps you were bought out by a big multinational company. Maybe your new CEO moves over from a big tech company. These are announcements that work in press release format. 

Also, keep in mind that creating press releases means nothing if you don’t have a press release distribution strategy. This means you need a plan to get your release to the media to get published or at least used as the basis for an interview with an executive at your company. There’s a lot that can go into this form of media, and high quality content writing services know just what to do.

There are so many different kinds of content writing – many of which simply won’t suit your business. Sit with your team, your agency, and your web content writing services and discuss the ones mentioned above to see what works best for you. 

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