By: Brent Barnhart
on Tuesday, February 26, 2013
Content creation remains the elephant in the room for many small business owners. Despite the fact that businesses that blog receive consistently higher traffic and more leads, many companies are making excuses and neglecting their content strategy in favor of something else
True, creating a killer piece of content
is easier said than done. The average entrepreneur doesn't see themselves as Shakespeare, nor do they consider themselves writers in the first place. Regardless, the value of quality content in a marketing world where consumers are digesting and sharing information so quickly, a consistent blog is an incredibly powerful tool. Furthermore, Google has proven time and time again that content is king when it comes to getting found through organic search. With all of this in mind, why are so many company blogs gathering dust?
To many, blogging equals boring
. This leads to businesses scraping the bottom of the barrel when it comes to new blog ideas. Lazy ideas result in lazy writing. Where does that leave your readers? If your business is bored to tears with blogging, your audience will inevitably suffer in the process. That doesn't do your business any favors.
What's a business to do when they've got a bad case of writer's block?
We've said it before; small businesses are storytellers. If someone walked up to you today and asked you why your started your business, you'd let them know. You'd tell your story. What if someone asked why they should go with your product instead of someone else's? You'd tell your story.
Need new blog ideas? Want to create some killer content? Tell your story. Storytelling is an incredibly important component to successful content and remains a sought-after skill for many marketers. Stories create compelling content, which will only work to help you please both people and search engines alike. There's no reason for your business to scrape from the bottom of the barrel when it comes to content creation. Consider these five quick pieces of compelling content your business can craft in no time.
How Did You Get Your Start?
While it may not feel like your business is worthy of an Oscar-winning blockbuster, it's definitely worth something
. The story of how you get your start is almost always compelling, whether you created something from nothing, went from rags to riches or simply managed to avoid the nine-to-five grind by becoming your own boss. People identify with such stories in their quest to become entrepreneurs themselves. Such a story gives your business a prime chance to show its human side, which will only work to put your business in a positive light.
How Do You Best Your Competition?
Tho story builds off of how you got your start and gives you a chance to sell yourself. Not only does it establish a reason for consumers to buy your product, but it always gives you a chance to make your case as a business owner. What problem did you set out to solve when you started your business? What does your product do
that the competition is missing? You may build this into a sort of “underdog” story or simply identify how your business brings something different to the table in your industry. What Was Your Best Sale?
Everyone remembers their first sale, don't they? This story can potentially display your businesses' hard work and determination paying off, and also shows how far you've come. It takes so much to run a small business and that first sale is the culmination of your efforts. As many small businesses struggle when it comes to sales, the story of your first sale gives you the opportunity to explain how your business manages to seal the deal.
Alternatively, you could also write a compelling piece about your business' toughest
sale. This gives you a chance to recall a time when your business went above and beyond for a customer, or perhaps share something you learned from a difficult customer. What did you have to do to seal the deal? What did you learn in the process?
What Was Your Biggest Mistake?
Likewise, entrepreneurs are constantly seeking advice from other entrepreneurs, both big and small. The story of your biggest mistake gives you a prime opportunity to humanize yourself and share a vital lesson your business has learned. Perhaps a simple error was causing you to lose customers or cash flow. Maybe assumptions you were making were holding your business back, or maybe there was a time when you had to sever with a project that just wasn't working out. What sort of hurdles have you had to overcome to keep the doors open? When it comes to running a business, some readers would rather be told what not
Who's Your Most Satisfied Customer?
Was there ever a time where your business really
managed to help someone out? Has someone used your product and then come back and thanked you? Let your readers know. Oftentimes, the biggest evangelists for your business are those who are genuinely blown away by you're selling.
Unfortunately, such a story may be hard to come by. Perhaps you have multiple satisfied customers but nobody that particularly strikes you as compelling. If so, you may consider crafting a story based on testimonials and positive reviews for your business that are already out there. Such reviews are incredibly powerful tools when it comes to building trust and legitimacy for your business. Be sure to ask permission if you're going to use people's names or simply respect their anonymity when writing your piece. Furthermore, be humble when crafting such a story. It's easy to get excited over our satisfied customers but we shouldn't let our egos get in the way of our content.
The Bottom Line
Sometimes compelling content is only a click away. Despite popular belief, content creation for your business doesn't have to be a headache. As a small business owner
, you've already got the stories; put pen to paper (or keyboard) and get the ball rolling today.