Creating Engaging Content Part Four

July 26, 2016

Welcome to part four of toinfinity’s essential guide to creating engaging content for your small business. Over the last three articles we have covered Idea Creation, Idea Selection and Headline Creation now in part four we finally reach the main event, how to write your content. 

Or rather we should say how to create your content, as readers of our previous section will know we encourage anyone creating content to step away from the typical written blog if you can and expand into one of the many other forms of engaging content available. 

Writing your content

Writing content for your small business can seem a little daunting, especially if it’s not your usual field of expertise. If you think you will struggle to write in an engaging way you could always consider out sourcing the actual writing of the piece to a freelance worker, or a member of your team who is better at content creation. However there is a cost involved in outsourcing work to freelancers.

Before you decide who you want to write your content you need to compile your resources, if you need any. Use Google’s search by time feature to ensure you only get the most recent information in addition, only use genuine authority sites that have information that is backed up with legitimate research. 


As well as resources you also need to do keyword research for your article, if you’ve never done this a great guide can be found here. The purpose of this is to ensure you’re obtaining the correct key terms that your target audience is searching for. Use Google’s Keyword Planner to do this easily. If you feel a little lost you can use other posts as inspiration, run through a couple of sites to ensure you’ve covered all bases. If you’re site is already struggling to rank for keywords you may want to use more long tail variations in your Meta Title and Description, these have lower search volumes but usually less results on the page. It’s also worth noting that long tail keywords are associated with conversion as the extra words in the search shows intent to buy.  You can also use searches to look for the correct LSI’s to use in your data, these are variations on the key phrases that search engines consider relevant to the user. 

If you’re writing a longer piece you need to plan you content into sections. Decide on a word count for each section (these don’t have to set in stone) this makes creating your content more methodical. Just like anything else you do for your business you need to use your time in the best way possible, set yourself a limit for writing your content before you begin. The actual length of your article is again not something that anyone else can answer for you, by looking at the top posts for your field you can easily tell what length is appropriate for your industry. As well as length, consider your actual tone, would your target audience prefer a casual, friendly tone or a more formal informative style?

Once you have your resource links, keyword research and have decided on the length and tone of the piece you can begin to construct the article. A lot of people will try to begin a process like this and end up spending an hour deciding on how to introduce the article, you need to avoid this because of what we mentioned earlier about optimising the time you spend on a piece of content. At this stage you know everything about your content in terms of its message and how it should read, this means you don’t need to write in a linear way. Try starting your article with the main body of information, where the points are predefined. This approach will get the ball rolling and hopefully get you in a writing flow.

Once the body of article is completed the next step is working on sourcing images. When doing this, best practise is to use your own if you can, taking high quality images can be a link opportunity in itself as people will use the image in their own content and credit your link. If you don’t have the equipment to do this you can use relevant images sourced from the internet, however be courteous to using other people’s images and ensure you include a source link to the original image creator. If you don’t want to link to other sites consider using stock photos, these tend to be of extremely high quality anyway and can add a nice visual to the content.

Finally you’ll need to create the Meta Data for your piece, if you’ve not had any experience in this, there’s a great guide here. Include your selected keywords, but avoid repeatedly matching the term in the Title and Description this will not help you content to rank. Instead use LSIs to diversify the body of your Meta Data but if you’re really struggling search for your keyword term, then look at the Meta Data of the top ranking sites to get a feel for what Google is looking for.

Congratulations, you have written your first piece of truly valuable content! That was easy right? Once you’ve got a routine behind this you can use our guide to create a full content plan for your SME, which is a great way to stay ahead of the competition. Using this method you can plan a lot further ahead and spend less time thinking of content and more time creating it.

That concludes the penultimate post in our extensive guide on creating engaging content, at this stage you’ll have your piece of content ready to put live. However before you upload it to your site you may want to wait a little longer so you can read the final part of our series ‘Syndicating & Repurposing’ which will show you how to distribute your content to the correct people  and maximise your contents effectiveness. 

If you have any questions please get intouch with us here.


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