Three Content-Writing Lessons for Businesses

Last week, I gave a presentation for an organisation called Waterford Chamber Skillnet, which provides courses to help business owners and employees improve their skills. When I looked at their programme, I saw that they didn’t have content creation among their courses, so I approached them and they scheduled me into their programme of social media workshops. I gave the presentation in this beautiful room.

Ship Room Edmund Rice Heritage Centre
I gave my presentation in The Ship Room at the Edmund Rice Heritage Centre. Photo Credit: Edmund Rice Centre Website.

Writing content is essential to a lot of jobs, particularly marketing and communication ones. But a lot of people feel they don’t know where to begin. I’m not a writer, they think. What can I say about my company? I wanted to banish those doubts with my presentation, and give them the tools and confidence to figure out what to say and how to say it.

I had a particular focus on social media content, because there’s a lot of buzz around content marketing, and I wanted to equip people with the skills to avail of it. A lot of the people at the presentation were employees, and I hoped the presentation would make it easier for them to do their jobs. For the business owners who are juggling marketing with all their other jobs, I hope to take the hassle out of creating content.

Here are three of the messages that I aimed to get across to the attendees.

Know why you’re writing content

This is fundamental to the success of your content marketing campaign. The fact is, on a busy day at the office, writing content is going to slide down the to-do list. If you know why you’re writing your content, you’ll find time for it. I told the participants that if they’re lucky, they’re doing it because their business or their job is their passion. But as a lot of them were employees, I said that if you can at least see the merits of writing content in fulfilling your role, that was reason enough.

Be Consistent

As I said, time is a challenge, so I told the attendees to create a schedule for their social media posts based on the time they had available. And I said that it didn’t matter if they only blog once a month. The point is that they do it regularly, on a specific day. Then their customers will know when to expect their content. They’ll be a regular presence in their customers’ lives, making it easy for their customers to stay in touch with them, and ultimately to buy.

You’re the Expert

A lot of people feel that because writing is not their forte, they’re not in the best position to write their content. But they’re the ones who are doing their job, day in, day out. That’s what qualifies them to write their content. They don’t need fancy words or an elegant turn of phrase. They just need to tell customers clearly what their customs can do for them. In my presentation, I aimed to give them tips and resources that would help them to do this. Only time will tell whether I’ve succeeded.

As a business owner or employee, do you write your own content? How do you approach it? What do you find difficult about it, and what do you enjoy about it?

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