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How to create blog articles or videos people want to consume

by Roger Pierce

If you’ve embarked on a content marketing strategy for your business, you are likely wondering how to get people to read your blog article, download your whitepaper, see your infographic or watch your informative video.

Follow these suggestions to produce content that will engage your preferred audience.

Get to the point

The first thing to remember is that people are busy. Few people have time to read lengthy articles or watch 5 minute videos – so it’s important to get to the point.

Figure out your main message, lesson, or tip and build the content around that.

What do you want to say? What information is essential for the visitor to consume? Boil it down to a few key points wrapped in a short introduction and summary.

For example, your 90-second video or 400-word article can help a viewer to understand one key message – like how to reduce heating costs in wintertime – by presenting 2 or 3 quick tips.

Be relevant

Make sure your content is appropriate to your target audience. Give them something that matters to them – and to you, because great content connects the reader to your business in a natural, logical way.

For example, if you are selling business security systems, it would make sense for your business to offer tips to improve office security or eliminate inventory leakage.

Offer quality content

Pressed for time, some business owners post inferior content to their blog, website, or newsletter because they feel “something is better than nothing.” When the content is poor quality, posting no content is actually better than releasing garbage.

Examples of quality content:

  • Your easy-to-read position paper on a recent industry announcement or trend.
  • Helpful, well-thought-out tips to improve your customer’s business.
  • Interesting customer stories.
  • An eBook offering helpful instructions on a complex strategy or process.
  • Short solutions presented in an infographic, blog post, or article.
  • A downloadable tool or spreadsheet you’ve developed and want to share.

Quality content elevates the way people perceive your brand when your audience begins to think of your company as the helpful, trustworthy organization that it is. So spend a little more time or a little more money to produce content that makes you proud to post.

Post consistently

Build an audience by delivering content according to a set schedule. A consistent content schedule will help people to anticipate your next post – you’ll only disappoint them by posting sporadically. Present your blog post, newsletter, advice video, or other content at the same time every day, week or month.

For example, a clothing store might publish a ‘Fashion Fridays’ weekly blog.

Don’t forget social media

It’s not enough to wait for people to find your content online – you’ve got to be willing to share it, and make it easy for readers and viewers to share it, as well.

Most publishing platforms include social media share buttons to make it easy for you and others to post your content to channels such as LinkedIn, Facebook, Twitter and Instagram. Get in the habit of sharing each new piece of content on a few social media channels and you’ll soon catch the attention of prospects and customers.

Great content starts a conversation. Over time, consumers of your content will feel comfortable enough to reach out and make contact – and that’s when the selling process begins.

(Image courtesty of Flickr)



Roger Pierce is one of Canada’s top small business experts. He’s the founder of 12 businesses, co-author of the book Thriving Solo, and a writer for leading business publications such as Star Business Club, PROFIT online, YouInc and CBC’s Dragons’ Den website. Articles, blogs and videos produced by Pierce Content Marketing are used by national brands to win small business customers. LinkedIn





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