Originally published August 17, 2021 , updated on August 30, 2024

It’s wonderful to see so many small businesses popping up around the world. Many people are becoming entrepreneurs in modern times. They are using their skills and expertise to develop various products and services. These goods and services either plug a gap in the market or solve an existing problem. But running a business is hard work and requires a decent amount of marketing.

Traditional marketing is often pricey. As such, many small businesses simply can’t afford to go this route as it’s too much money for them to fork out. This is why content marketing is such an excellent tool. It’s a cost-effective marketing tool. And it’s a great one for small businesses especially.

If you or your employees are not experts in producing marketing copy, content writing services can help. And they can steer you in the right direction.

Whether you are creating copy in-house or outsourcing the small business writing tasks to a professional agency and service, there are some things to keep in mind.

Below are seven tips for effective copywriting for small businesses. These can be used internally or shared with your preferred professional content writing agency.

Be Clear on Your Goals and Objectives When Choosing Content Writing Services

Don’t leave any room for confusion as it will only delay the process. When writing for a small business, there is a good chance that upper management will be involved in the sign-off process. As such, you don’t want to waste their time with many rounds of changes.

To avoid this, set clear goals and objectives from the start. What do you want this content to do for you? Is it for lead generation? Newsletter sign-ups? Whitepaper downloads? Set these objectives at the start to prevent confusion and misunderstandings later on.

Making the goals clear also clarifies the direction you want your copy to go. Will it be blog posts, newsletters, or short articles? These goals will help you define the types of content you need.

Develop a Content/Editorial Plan to Keep You on Track

A content plan is key to keeping things on track and running smoothly. Plan and develop an editorial plan a few weeks ahead of time. While some flexibility is needed in many instances, you can usually plan your themes and topics in advance.

This allows for better rollout, and also means you can brief in these stories well ahead of time. It’s never a good idea to rush content writing. Develop these plans and ensure that everyone knows what’s expected of them and by when.

Tap Into Trends/the News Agenda to Be Relevant with the Content Writing Services You Use

Small business content writing doesn’t have to focus entirely on the business and the goods and services on offer. Pieces could tap into the news agenda, current trends and even pop culture. When it comes to your written work, you want variety.

For example, imagine you run an insurance business. The news is abuzz with a celebrity who recently flashed her expensive engagement ring on social media. Your content writing service could create a story around this. One story could be about how to insure high-value goods and items when you have them on you all the time. The piece could offer tips and advice for your customers while also hijacking the current news headlines and topics.

Hire an Editor to Give Yourself a Safety Net

A writer shouldn’t edit their own work. When you are so close to the piece, you often overlook small mistakes. This is where an editor can help. Hiring an editor is the difference between “Let’s eat grandma” and “Let’s eat, grandma”. 

It should go without saying that having grammatically incorrect copy laced with spelling errors is not a good look. Having an editor adds just one more safety net before your copy reaches the desired audience. And while writers should do a check on their copy, they also have peace of mind knowing that there’s one more round of checks to go through before publication.

Keep Your Copy Relevant and On-Topic

Yes, it’s tempting to write about something you feel passionately about. But you should always stick to topics that are relevant to your business. Choose topics that tie into what your business offers.

When you use the news agenda, make sure to link the story back to your own goods and services. Using content writing services for content that doesn’t fit your brand will only confuse your audience.

For example, imagine you are tourism service that highlights best cycling routes throughout Europe. While you could write about the best food stops on cycling trips, you wouldn’t write about your favourite childhood meal and recipe. Keep it relevant. 

Always Write With Authority

Never write copy you don’t believe in. When you create pieces, ensure that your voice is authoritative and assertive. It doesn’t matter if you are new in your field or a small player in your industry. When you write with authority, your audience and Google will start to regard you as such.

Use an Agency and Professional Content Writing Services

To ensure that you get high-quality content writing for your small business, consider using professional services. These services are professionals at what they do and will ensure that you get the best writing for your business.

Another reason is that it frees up your time and the time of your employees. You will have one less thing to do and worry about when you outsource the writing.

Small businesses can benefit greatly from content marketing when done right. Modern customers want information that’s informative, entertaining and adds value to their lives. The hard-sell of conventional marketing and advertising is often too much. When you invest in content marketing, you take a softer approach to sales and marketing.

Follow these easy steps and take these tips into account. Alternatively, share it with your content writing services agency. In this way, you ensure that your small business creates content your audience wants to see.

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