Content Creation

Good content creation is not an activity that you can “set and forget”. It requires time, staff resources, the ability and also the inclination to do it on a regular basis.

Attracting visitors to your website, blog or newsletter is one thing. Giving them something relevant and interesting to read when they get there is quite another.

You may be able to do this when you first set up your website.  To keep people returning you need to do it on a consistent long term basis.

Let’s be honest.  Most small business owners are in business because they want to produce a quality product or service.  They don’t want to spend time writing about what they do.

We understand this. Content creation for your website pages, blog articles and newsletters is a service we offer even if we don’t design or host your site.

When adapting your ideas for publication or producing our own for you, we always follow certain principles.  Whether it’s the written word, video, infographics or charts, the following holds true for all content creation for business websites.

Your Audience Must Be Kept In Mind

People come to your website to read about your products or services. They don’t want to read personal stories that have nothing to do with those issues. We use data analytics to determine what searches are bringing people to your site. We then make sure that the content is relevant to their needs.

Brevity Is Crucial

People don’t have time for a 1,000-word essay on the history of plumbing (or whatever your business may be). They may be interested in Roman viaducts or the first indoor toilets, but a 400-word, easy-to-scan article with short paragraphs broken up by sub headings will be more effective. This will tell them what they need to know without boring them to death.

Content Must Be Original

Search engines will look upon your site more favourably if it consistently publishes high quality original content and so will visitors. Both human beings and machines that scan websites will soon know if you’ve simply slightly altered a few words in an article from another site and published it as your own.

Images Are Important

Videos make great content, but not every one can afford to make them. However, all web pages, blog articles and newsletters should at least feature images. They make for a professional look and properly chosen give readers context and further information.

Running a blog for your business involves a lot of work. It’s not something you should consider starting unless you intend to stick at it.

That said, it is one of the best ways to get visibility and promote your brand. It can also drive targeted traffic to your website.

Several good reasons for starting a blog include:

Getting Search Engine Traffic

If you want Google to notice you, you need content on your site that’ll answer searchers’ questions. A blog is a great way to do this. Without a blog it will be difficult to create enough new content to improve your Google ranking.

Administrative Time Saving

Clients ask questions all the time. Don’t re-invent the wheel every time you explain something. Use your blog to answer it instead. A well written series of blog articles can serve as a de facto FAQ section.

Establishing Your Brand’s Authority

Not ready to start a podcast or a YouTube channel, or write a best seller? If that’s the case you’ll need some other way to show your expertise and establish your reputation. A blog is the perfect way to do that.