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Thursday, September 2, 2021

Types of content that businesses need ?


 

Now that we’re clear on content writing and copywriting, let’s get into the types of content that one can write for different companies.

1.Blog articles

I remember keeping a personal blog in college and during those times (mid-2000s), I thought it was all there is to blogging -- a personal journal where you write random thoughts and views on things. 

I guess we have Twitter and Facebook for those things now. 

Clearly, my idea of blogging has changed, because today, blogging has become a money machine.

 Blogging is no longer a personal journal (you can still certainly do that though), it’s a business marketing strategy. Whatever business you or your client have, you can take advantage of writing blog articles to reach your target audience. 

You can have informational and how-to articles related to your client’s business niche. If your client is a dog trainer, you can write blogs about “Is a dog too old to be trained?” or “How do you discipline an older dog?”. 

There are tons of content ideas you can write about this topic. As always, Google is your best friend. 

2.Emails

Email is probably one of the best examples of the overlap between written content and copy. You can write email content -- catching up with your client’s subscribers or telling a story. 

But for the most part, an email will ask the reader to do something -- click a link for details, purchase a product before the timer ends, download a short e-book. This then becomes an email copy. 

As a writer, you can create email sequences for your client’s email list. 

I find it surprising that some business owners underestimate the value of an email. 

Their reasoning? It’s 2020, people don’t open their emails anymore! And everyone’s on Facebook and TikTok. 

While I can’t discount the power of social media (and it’s true, everyone is on Facebook at least. Not sure about TikTok though), I also couldn’t disregard the importance of having an email list and keeping it active. 

Yes, you can reach a larger market on Facebook but your targeted and most engaged audiences are on their emails. People who are serious in getting to know your business will open their emails and read yours. 

3.Social Media Content 

And because I already mentioned Facebook, let’s talk about what you can do on social media as a writer. Yes, businesses are on social media and they need you as a writer to craft engaging posts and build a following. 

You see, content is everywhere.

As a writer, you can plan and create social media posts that speak your client’s brand. You can work closely with a social media manager to maximize engagement and grow your client’s network on whatever platform you’re in -- whether it’s Facebook, Twitter, Instagram, or Pinterest. 

You can also write scripts for YouTube videos or transcribe videos and repurpose them into blog posts to generate organic traffic to your client’s YouTube channel. 

And don’t forget those sponsored posts you see in your social media feeds. Writers get paid tons of money for those ad copies. 

4.Landing pages and Funnels 

The bulk of copywriting falls into these two things - landing pages and funnels. 

A landing page is a single page with one call to action. The call to action may be placed in multiple sections of the page, but it calls for the same action. 

A funnel, on the other hand, involves the entire process of directing a consumer to a final sales decision. It describes the journey of a user from seeing your ad somewhere to making a final decision about your offer. 

A funnel contains several pages, from the sales page or landing page, to a one-time-offer page, to an up sell or down sell page, and then to a “thank you” page. 

Because the goal of landing pages and funnels is conversion, coming up with content for both is largely copywriting. Writing the copy for both involves a lot of psychology and persuasion.

At the end of your copy, you should have convinced the reader that your offer is the answer to their struggles and pain points. 

5.Case studies 

A case study is a systematic method of looking into the effects of a single (sometimes multiple) variable to the end result or objective. In other words, it’s a success (or non-success) story. 

For instance, a blogger might want to know if updating the title of a blog post will improve the blog’s traffic. A writer’s job is to create a documentation on the objective of the study, how it was done, and the generated end results. 

Case studies are powerful marketing materials, because the data are presented in a series of trials and tests, making it more market-based rather than just a verbal testimonial or report. 

ACTION ITEM: 

On your workbook, answer this question: 

What type of business content are you most interested in? Why?


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