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Run a Small Business? You Need the Right Content Writing Strategy — A SPN Exclusive Article

Having a big presence out on the world wide web isn’t just reserved for the “big guys.” Sure, giant companies have giant budgets to work with, but that doesn’t mean that you have to let them run right over the top of you. You may not have the PPC budget that they do or as much money to spend on online video production, but you’ve got a great tool at your disposal — your content!

Whether you’re taking advantage of article syndication, blog posting, press releases, email marketing, or all of the above, the content you put out there is a direct reflection of who you are. If you have the wrong content writing strategy — or no strategy at all — you’re going to give people the wrong impression of you and your business.

I know, I know – You’re busy! You’re a business owner, not a writer! Even if you had enough writing skills to scrape together a few articles or a couple of blog posts, you simply don’t have the time to do it.

So, what do you do?

You come up with a content writing strategy that fits your needs and fits into your budget.

However, that doesn’t mean you go out and find the cheapest writer you can.

Remember, the content you publish is your only chance to connect with your target audience. Make the wrong impression, and you’ll wind up with website visitors that are scrambling for the “back” button, instead of signing up for your email list or buying something from you.

Publish content that’s really bad — like an article that’s keyword-stuffed, a blog post full of spelling and grammar mistakes, or an article that overstates the obvious and never offers any legitimate information — and you’ll wind up with readers who are so turned off that they’ll make a promise to themselves to never do business with you!

Think that’s an exaggeration?

Consider these two examples:

1. A few months back, I was doing some research for a client who sells wicker chairs. During my research, I stumbled on an article that said, “The chair has quite a few capabilities, amongst that is currently being sat unto.”

What would you do if you were looking for legitimate answers and stumbled upon this content writing marvel? Would it encourage you to think of the author as an expert? Would you want to do business with the website that published it? Chances are you’d run screaming in the opposite direction!

2. Last week, I stumbled on an article published by a company that sells flowers. The entire thing was a content writing nightmare, but my favorite part was, “A good bouquet of cut plants affirms a great deal and might be offered for practically all celebrations. Even so, if they get home they generally don’t continue being in good condition too much time. Don’t you think thrilling to obtain pretty flowers out of your local simply to feel down when you view them sag and also normally dry out?”

Doesn’t that make you want to run and grab your credit card and buy a nice bouquet?!

OK, you’re thinking, these are some pretty extreme examples — from cheap writers that reside right at the bottom of the barrel. Your content writing strategy would never include publishing something like this!

But you could still have the wrong content writing strategy — just by publishing stuff that’s so-so.

Chances are your small business doesn’t have the budget for unlimited articles, a new blog post every day, or a new video script every week. That means you have to make the most of what you’ve got. If you can only afford an article or two a month, you have to find a content writer that can make them stand out. If you can only afford to create one video for your website, it has to be fantastic. If you can only afford to pay a content writer for a few blog posts, they have to be amazing.

That’s the great thing about the world wide web – You don’t necessarily have to publish the most content. You simply have to provide the most value.

Think it can’t be done?

Think again!

I’ll use myself as an example.

Sure, I’m a professional writer, but that doesn’t mean I have endless amounts of time to spend on my own content writing strategy. Instead, most of my waking hours are spent writing for my clients! Like you, I’m a business owner that has to prioritize, and things get put on the back burner. I don’t update my blog every day. I don’t publish a new article every day.

But when I do sit down and write for myself, I make sure that my content kicks butt.

The end result?

Premier Content Source’s home page is number 1 in Google for its main keyword, and on pages one and two for its other keywords. Our web traffic has skyrocketed since Google first unveiled Panda back in 2011. My blog is getting thousands of viewers every month. The articles I publish get “liked,” Tweeted, and syndicated all over the place. I hear from new people every day that found me through some piece of content that I wrote.

There’s no reason why you can’t have the same success. All it takes is having the right content writing strategy. If you’re always thinking about how you can answer your readers’ questions and solve their problems — in an interesting and informative way — you can’t go wrong!


Nicole Beckett has helped countless small business owners make the most out of their content writing strategies. If your content needs a pick-me-up, talk to Nicole and the team at Premier Content Source!

About the author

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Nicole Beckett

Nicole Beckett knows that content marketing will always play a huge role on the web.  That's why she spends her time helping business owners come up with the very best strategies.  Find out how she can take your web content to the next level by visiting Nicole and the team of journalists at Premier Content Source.

9 Comments

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  • I think you’re quite right, Nicole. Quality over quantity. I’ve had so many Google Alerts highlighting a new article only to find it reads like complete gobbledegook as they’ve been very badly spinned or translated! Sure, they’ve obviously been picked up by the search engine because stuffed with keywords but they give nothing to website visitors. A complete waste of everyone’s time!

  • Thank you for this great article! I keep trying to tell people that spelling and grammar errors in articles make you look unprofessional. Even if you excel in grammar and spelling, always proofread what you have written!

  • I’ve seen the same things, Ros. Luckily, with Panda and now the Penguin update, those pages are going to lose whatever rankings they had. Sure, people will still try to game the system (instead of handling their content the right way), but the small businesses who do things by the book will get a boost from it!

  • You’re so right, Gordon! I can’t even count the number of times I’ve seen web content that mixes up “your” and “you’re” or “too” and “to”. I immediately hit the back button when I see things like that, because it’s proof that the writer either doesn’t know the difference (and if they don’t know that, what else don’t they know about??), or that the writer is too lazy to proofread (and I don’t want to do business with someone that’s lazy!)

  • Another great article Nicole; but you can tell your hubby I put my credit card away deciding not to send you a nice bouquet as I’m still waiting for you to show up to grab my drinks with those little umbrellas 🙂

    I found it interesting you mentioned Google Penguin as most people don’t know about it and have never heard of it, so I’ll enlighten everyone about it.

    There’s no question that the top story of the week — heck, the top story of the year — in the Internet Marketing world is Google’s “Penguin” update (also known as the “Webspam” update and the Anti-SEO update.)

    This is big news, but I don’t think it’s any cause to panic. Google is giving signs that they realize they screwed this one up and there will likely be some rollbacks coming soon and perhaps some have already arrived.

    But some big changes will remain, and no doubt more are on the way, so you can read more about it here

  • Haha… it’s always nice to hear from you, Former Marine! And thanks for including the Penguin link. (I love how Google has started naming these updates after cute little animals, BTW!)

    You’re right, Penguin is huge news, but for people doing things the right way, it’s nothing to be scared of. On the contrary, people who are actually providing value to their visitors should be thrilled that some of the “Bad Guys” are going to be out of their way. Things like Penguin and Panda only make it tougher on the people who are trying to cheat the system.

    There have been stories of sites getting zapped by Penguin, even though they didn’t deserve it. I’m hopeful that Google will get the bugs out, just like they did when Panda first came out. All in all, though, I think it’s a great move.

  • I publish several digital magazines and I chuckle each time I’m sent ‘spec articles’ written by ‘English speaking writers’ who ‘really know your audience”.

    Yes… very nice… Thank you. Now take me off your list!

    There’s no substitute for excellent content!

    • Isn’t it amazing what people think will pass for content on the web?!

      Just because you get to hide behind a keyboard doesn’t give you the right to cut corners all day long. You may not see them face-to-face, but readers of this “content” are totally turned off!