Telling Your Story

A Guide to Content Creation for Small Businesses

What is content?

Maybe you’re thinking, “I'm not a content creator! I don’t have 10k followers.” That’s fine! The truth is as long as you can write a blog or post on social media, you’re a content creator. 

This guide will give some tips on the many ways that you can create content for your business. For a full overview of how content creation can propel your business forward, check out our blog!
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Blogs

These high-quality, well-written pieces should spark your audience’s interest. Be sure to double-check your writing and sources to avoid killing your credibility.
 
You’ll want to make a post every few days, and always include a call to action. Optimizing your blog can be done by using relevant keywords and other SEO tools.

When writing a blog:

 

  • Tell a story: What happened, why, and why is it relevant that you're posting today?
  • Keep it personal: Blogs are about you and your business. Avoid bringing in other stories or tales.
  • Theme it: Having a theme creates longevity. "When hairstyles go wrong" is a good piece for hairdressers, for example.
  • Not too short, not too long: Blogs should be between 400 to 600 words.

Companies that have blogs produce 67% more leads monthly than companies that don’t.

Listicles

Here are 12 reasons listicles will change how you market yourself. Not really, but you get it. People enjoy a good list.

 

They’re easy to write but don’t be fooled, you can’t just throw something together. You still need to ensure you’re providing value to your target audience.

When creating a listicle:

  • Have an introduction and conclusion
  • Make sure the number you use in the title matches the number of items in your list
  • Feel free to make it as long or short as you’d like, but include details
  • Detailed sentences are an easy opportunity to add in some SEO keywords.

eBooks

If you’re looking to share a healthy chunk of knowledge, an online or downloadable eBook is the way to go.
 
An eBook demands time, research, and well-thought-out writing, making it the perfect way to boost your credibility and put you at the front of your customers’ minds.

When writing an eBook:

  • Include references and links to where you found your information
  • This means doing the research! 
  • eBooks should have at least 3 chapters
  • Remember that you're giving value to your customers because of your expertise in the area: This means writing comprehensively and eloquently.

Infographics

Easy-to-digest and fun to look at, infographics are a great way to present your customers with statistics, research, and data. Be sure to use your business’s branding while effortlessly delivering relevant information about your company.

 

Infographics keep your audience engaged while providing important insights.

Guides

Instructional content is meant to go in-depth and share your expertise. Make sure the layout and design are easy to read.
 
If your audience can’t follow your guide, they’renot going to use your service. Make sure the writing is clear, concise and precise.
 
Include images, graphs and other illustrations to help drive home what you’re explaining in your writing.

Case Studies

Show potential customers how your business can solve common pain points and challenges they face using case studies. 
 
They vividly illustrate how your brand’s products and services are the answer, show proof of your success with your customers and build trust.
 
Did your organizing business transform a doctor’s office and improve their productivity? A case study shows potential clients what you’re made of.
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Making Video Work

Video is KING. It’s a great way to increase shares and comments while driving traffic to your website.
 
Make sure you’re answering questions your audience has, providing solutions, addressing pain points and staying industry-relevant.
 
Finally, take full advantage of these videos by adding a "call to action" at the end. That's a link back to your website or product pages, or your booking calendar (preferably on Thryv!)

Best Practice Video Tips

  • Use short, sharp and clear language
  • Think of the platform: Longer videos belong on YouTube, while short clips are better for TikTok or Instagram Reels.
  • A keylight and microphone are worthwhile expenditures if you're planning on making a lot of videos.
  • Let your personality shine! 

Content marketing costs 62% less than traditional marketing and generates approximately 3x as many leads.

Hitting your
bottom line

Now we've explored the content types, it's time to get that return on your investment. If your business is not spending money on boosting your content, there are other success metrics like KPIs, or key performance indicators, that can help.

Base your KPI on the content-type:

  • Blogs: Site traffic, unique visitors, time on site, bounce rate, exit rate, mobile and desktop visitors, page views, page views per visit
  • Videos: Views, average view duration, subscribers, shares, comments, traffic source
  • Social Media: Amplification rate, followers, conversion rate, post reach, return on engagement

Or base it on specific goals:

  • Brand awareness: Site traffic, page views, video views, document views, downloads, social mentions, referral links
  • Engagement: Comments, likes, shares, retweets, forwards, inbound links
  • Lead generation: Form completions and downloads, email and blog subscriptions, conversion rate
  • Sales: Online sales, in-person sales, reporting
  • Customer loyalty: Percentage of content consumed by current customers, retention or renewal rates

Regardless of how you track, do it regularly rather than once a month.

By keeping an eye on how your content is performing you can better analyze it,

and that knowledge helps to optimize your content’s performance.

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