SMEs often underestimate the importance of organic written content within their marketing strategy. It is tempting to focus on marketing activity with an instant gratification whether that’s in the form of higher engagement, increased follower growth, or lead generation.  However, written content is a powerful growth tool when used correctly.

Strictly speaking, written content is the backbone of any good marketing strategy. Imagine a website with no words – social media posts, brochures, adverts with just imagery…it simply doesn’t work.

Nailing your content strategy can be daunting – you have to consider language, tone, your audience and their needs, as well as the how this content can benefit you and your business. For developers without a copywriter in house, it can be tempting to sweep it under the rug and forget about it but ignoring the long-term benefits of good content in favour of short-term gratification can harm your business in the long run.

Unlike social media content, long-form content such as blogs, articles, one-pagers and white papers do not have a shelf life. Each of these content types can perform in multiple different ways and continue to add value to your business long after you press publish. They boost your website SEO, help to establish you as an expert in your industry, provide potential customers with answers to their questions, and can act as downloadable incentives for prospective clients.

So, with content being such an integral part of marketing, how can you make sure you’re doing it right? Lucy Love, Head of Marketing at ESE Capital, gives some pointers:

1. Keep it consistent
   As with all good things, consistency is key when it comes to content. Consistently publishing long-form content to your website and linking to it in your social media posts will establish trust in your band, increase traffic to your website and help your business perform better in the eyes of the consumer. Followers, customers and prospective clients will come to expect fresh content from you on a regular basis and will actively check back on your website to learn more. Utilise this increased traffic to convert them into sales!
2. Avoid shortcuts
   In a world of AI, it can be tempting to cut corners and allow AI software to write your content for you. Be wary of using these tools – while it is undeniable that some AI tools can produce good writing, there’s no substitute for the human touch and it will become clear to consumers that your content is lacking humanity. Consumers don’t just want to read about your business and your services – they want to learn about the people behind the business too. Injecting humanity into your content helps consumers to relate to your brand – something which cannot be substituted with AI.
3. Know your audience
   Good content cannot be produced if you don’t sufficiently understand the needs of its intended audience. What do your customers to come to you for? What are their pain points? Have you drawn up effective buyer personas in order to understand them better? Answering these questions and understanding your audience’s needs will help you to create content of greater value.