Written content is a powerful and cost-effective way for small business owners to attract new customers and enhance their brand awareness. This section covers a variety of written content types, including blog posts, articles, case studies, and more. Each type serves a different purpose, from sharing helpful tips and industry insights to showcasing customer success stories and providing in-depth information on your products or services. By creating and sharing valuable written content, you can engage your audience, build trust, and establish your business as a credible and knowledgeable resource.
You don't need to be a professional writer or spend a lot of money to get started with written content. Focus on topics that are relevant and interesting to your customers, and write in a clear, friendly tone. Regularly updating your website with fresh content can improve your search engine rankings, making it easier for potential customers to find you online. Simple pieces like FAQs can address common customer questions, while more detailed formats like white papers or eBooks can position your business as an industry expert. With some effort and consistency, written content can make a big impact on your business's growth and customer loyalty.
This is the Written Content Types section of the guide titled 'Business Boosters: Best Content Types to Capture Customers' (including downloadable checklist) to help you select which individual content types will help you to build positive brand awareness and grow new customers for your business.
Blog Posts
Overview of Blog Posts
Blog posts are short to medium-length pieces of writing that are regularly updated on your business website. They typically range from 300 to 1,500 words and cover topics relevant to your industry, products, or services.
Business Best Suited to Blog Posts
Blog posts are ideal for businesses that have a website and want to increase their online presence. This includes retail shops, service providers, and local businesses looking to connect with their community.
What Type of Audience Engages with Blog Posts
Blog posts attract a wide range of audiences, especially those searching for information, tips, and updates related to your industry. Regular readers may include potential customers, existing clients, and industry peers.
The Characteristics of Blog Posts
Informal and conversational tone
Regularly updated (weekly, bi-weekly, or monthly)
Includes images and links to other relevant content
Covers a variety of topics within your business niche
Benefits of Blog Posts
Boosts website traffic and improves search engine ranking
Establishes your business as an authority in your field
Engages with your audience and builds a community
Cost-effective way to market your business
Limitations of Blog Posts
Requires regular updates and fresh content
Can be time-consuming to maintain
May need consistent effort to see results
Required Skill Level of Blog Posts
Skill Level: Beginner to Intermediate
Basic writing skills and an understanding of your business and audience are essential. Familiarity with SEO can enhance effectiveness.
Articles
Overview of Articles
Articles are longer, more detailed pieces of writing that provide in-depth information or analysis on a particular topic. They typically range from 1,000 to 3,000 words and are more formal than blog posts.
Business Best Suited to Articles
Businesses that need to establish authority and provide detailed insights, such as consultancies, tech firms, and professional services, benefit from articles.
What Type of Audience Engages with Articles
Professionals, researchers, and highly engaged customers who are looking for comprehensive information on a specific topic.
The Characteristics of Articles
Formal tone with detailed analysis and research
Well-structured with headings, subheadings, and citations
Often published in industry magazines, journals, or on a company’s website
Benefits of Articles
Positions your business as a thought leader
Attracts a professional and informed audience
Enhances credibility and trust
Limitations of Articles
Time-consuming to research and write
Requires higher-level writing skills
May need professional editing
Required Skill Level of Articles
Skill Level: Intermediate to Advanced
Requires strong writing skills, research abilities, and subject matter expertise.
White Papers
Overview of White Papers
White papers are authoritative reports that provide detailed information on a specific topic, often including research and statistics. They typically range from 3,000 to 5,000 words.
Business Best Suited to White Papers
Ideal for B2B businesses, tech companies, and industries where detailed knowledge and data are crucial, such as finance, healthcare, and engineering.
What Type of Audience Engages with White Papers
Industry professionals, decision-makers, and businesses looking for in-depth insights and data-driven information.
The Characteristics of White Papers
Formal and technical writing style
Includes extensive research, data, and references
Structured with clear sections and logical flow
Benefits of White Papers
Demonstrates expertise and thought leadership
Generates high-quality leads and builds credibility
Provides valuable, detailed insights to your audience
Limitations of White Papers
Requires significant time and expertise to create
May be too technical for a general audience
Often needs professional writing and design
Required Skill Level of White Papers
Skill Level: Advanced
Requires expert knowledge, strong research, and high-level writing skills.
eBooks
Overview of eBooks
eBooks are electronic books that provide comprehensive information on a specific topic. They can range from 10 to 100+ pages and are often used as lead magnets or educational resources.
Business Best Suited to eBooks
Businesses looking to educate their audience, generate leads, and provide in-depth content, such as marketing agencies, educational institutions, and professional services.
What Type of Audience Engages with eBooks
Readers who seek detailed knowledge, how-to guides, and comprehensive overviews. This includes both B2B and B2C audiences.
The Characteristics of eBooks
Long-form content with a narrative structure
Includes visuals, such as images, charts, and graphs
Often downloadable in PDF format
Benefits of eBooks
Generates leads by offering valuable content in exchange for contact information
Enhances your reputation as an expert
Provides a lasting resource that can be shared
Limitations of eBooks
Time-consuming to write and design
Requires substantial content planning and structure
May need professional design to look polished
Required Skill Level of eBooks
Skill Level: Intermediate to Advanced
Strong writing skills, subject matter expertise, and basic design knowledge are necessary.
Case Studies
Overview of Case Studies
Case studies are detailed accounts of how your product or service solved a specific problem for a client or customer. They typically range from 500 to 2,000 words.
Business Best Suited to Case Studies
Businesses that offer services or solutions, such as consulting firms, IT services, and marketing agencies, benefit greatly from case studies.
What Type of Audience Engages with Case Studies
Potential clients, decision-makers, and businesses looking for proven solutions and success stories.
The Characteristics of Case Studies
Narrative style with a clear problem-solution structure
Includes real-life examples and client testimonials
Often accompanied by data and visual aids
Benefits of Case Studies
Provides social proof and builds trust
Demonstrates the effectiveness of your product or service
Engages and convinces potential customers
Limitations of Case Studies
Requires cooperation from clients
Time-consuming to gather information and write
Needs to be regularly updated with new examples
Required Skill Level of Case Studies
Skill Level: Intermediate
Good writing skills and the ability to interview clients and present data effectively are essential.
Press Releases
Overview of Press Releases
Press releases are official statements issued to the media to announce something newsworthy about your business. They typically range from 300 to 500 words and are structured in a formal, journalistic style.
Business Best Suited to Press Releases
Press releases are ideal for businesses that have news to share, such as product launches, events, or significant company milestones. They are especially useful for companies looking to gain media coverage and public attention.
What Type of Audience Engages with Press Releases
Journalists, bloggers, industry analysts, and the general public who are interested in news and updates about your business or industry.
The Characteristics of Press Releases
Formal and concise writing style
Includes a headline, date, and contact information
Contains quotes from company representatives
Focuses on the newsworthiness of the announcement
Benefits of Press Releases
Generates media coverage and public awareness
Enhances credibility and brand reputation
Provides a record of important company milestones
Limitations of Press Releases
Must be genuinely newsworthy to gain attention
May require distribution through press release services
Effectiveness can be limited if not picked up by the media
Required Skill Level of Press Releases
Skill Level: Intermediate
Requires good writing skills and an understanding of what makes newsworthy content. Knowledge of media relations is a plus.
Newsletters
Overview of Newsletters
Newsletters are regular email updates sent to subscribers to keep them informed about your business, products, or industry news. They can vary in length and frequency, but are often sent weekly or monthly.
Business Best Suited to Newsletters
Any business that wants to maintain regular contact with customers, such as retail stores, service providers, and online businesses, can benefit from newsletters.
What Type of Audience Engages with Newsletters
Existing customers, potential customers, and anyone who has subscribed to receive updates about your business.
The Characteristics of Newsletters
Informal and engaging tone
Includes a mix of content like news, promotions, and articles
Often personalised and segmented for different audience groups
Sent via email marketing platforms
Benefits of Newsletters
Builds and maintains customer relationships
Promotes products and services
Drives traffic to your website and increases sales
Limitations of Newsletters
Requires regular content creation
Needs a well-maintained email list
Can be time-consuming to design and write
Required Skill Level of Newsletters
Skill Level: Beginner to Intermediate
Basic writing and design skills, as well as familiarity with email marketing tools, are necessary.
Product Descriptions
Overview of Product Descriptions
Product descriptions are concise explanations of the features and benefits of your products. They are typically found on e-commerce websites and product catalogues.
Business Best Suited to Product Descriptions
Retail businesses, online stores, and any company that sells products need clear and compelling product descriptions.
What Type of Audience Engages with Product Descriptions
Customers who are in the decision-making process of purchasing products and need detailed information to make a choice.
The Characteristics of Product Descriptions
Clear and concise writing
Focuses on features, benefits, and specifications
Often includes images and bullet points
Optimised for search engines
Benefits of Product Descriptions
Increases product appeal and boosts sales
Provides customers with necessary information
Enhances search engine optimisation (SEO)
Limitations of Product Descriptions
Needs to be compelling and accurate
Must be regularly updated as products change
Can be repetitive if many products are similar
Required Skill Level of Product Descriptions
Skill Level: Beginner to Intermediate
Requires good writing skills and an understanding of your products and customer needs.
How-To Guides
Overview of How-To Guides
How-to guides are step-by-step instructions that help readers complete a task or solve a problem. They are typically detailed and may include images, diagrams, or videos.
Business Best Suited to How-To Guides
Businesses that offer complex products or services, such as tech companies, DIY stores, and educational services, can benefit from how-to guides.
What Type of Audience Engages with How-To Guides
Customers seeking detailed instructions and solutions, DIY enthusiasts, and anyone looking to learn how to use your products or services.
The Characteristics of How-To Guides
Detailed and instructional tone
Includes clear steps and visual aids
Focuses on solving a specific problem or task
Often downloadable or accessible online
Benefits of How-To Guides
Provides value and helps customers succeed
Positions your business as helpful and knowledgeable
Can be used as lead magnets to gather customer information
Limitations of How-To Guides
Time-consuming to create
Requires clear and precise writing
Needs to be regularly updated
Required Skill Level of How-To Guides
Skill Level: Intermediate
Good writing skills, technical knowledge, and the ability to create clear instructions are essential.
FAQs
Overview of FAQs
FAQs (Frequently Asked Questions) are lists of common questions and answers related to your business, products, or services. They are designed to address customer inquiries quickly.
Business Best Suited to FAQs
Any business that receives regular customer inquiries, such as e-commerce stores, service providers, and tech companies, will benefit from an FAQ section.
What Type of Audience Engages with FAQs
Customers looking for quick answers to common questions before making a purchase or seeking support.
The Characteristics of FAQs
Clear and straightforward tone
Organised by question and answer format
Covers a wide range of common inquiries
Easily accessible on your website
Benefits of FAQs
Reduces customer service inquiries
Provides immediate answers and improves customer satisfaction
Enhances user experience on your website
Limitations of FAQs
Needs to be comprehensive and regularly updated
May not cover all possible questions
Requires initial effort to identify common questions
Required Skill Level of FAQs
Skill Level: Beginner
Basic writing skills and knowledge of common customer inquiries are sufficient.
Listicles
Overview of Listicles
Listicles are articles presented in a list format, such as "Top 10 Tips" or "5 Best Practices." They are easy to read and often shared widely due to their simple structure.
Business Best Suited to Listicles
Ideal for businesses in industries where tips, advice, and trends are popular, such as lifestyle brands, health and wellness companies, and digital marketing agencies.
What Type of Audience Engages with Listicles
Busy readers looking for quick, digestible information and those who enjoy structured content that's easy to skim.
The Characteristics of Listicles
Informal and engaging tone
Numbered or bulleted lists
Includes images and brief descriptions
Covers a wide range of topics
Benefits of Listicles
Easy to read and share
Great for driving traffic to your website
Can cover a broad range of topics quickly
Limitations of Listicles
May be seen as less authoritative or in-depth
Requires regular updates to stay relevant
Needs to be well-researched to add value
Required Skill Level of Listicles
Skill Level: Beginner to Intermediate
Basic writing skills and creativity to compile engaging lists.
Interviews
Overview of Interviews
Interviews involve asking questions to experts, customers, or industry leaders and sharing their responses. They can be written, audio, or video format.
Business Best Suited to Interviews
Businesses that want to showcase expertise, such as consultancies, media companies, and educational institutions.
What Type of Audience Engages with Interviews
Professionals, enthusiasts, and customers interested in insights and opinions from knowledgeable sources.
The Characteristics of Interviews
Formal or conversational tone depending on the subject
Includes a series of questions and answers
Can be text-based or multimedia (audio/video)
Highlights unique perspectives and experiences
Benefits of Interviews
Builds credibility and authority
Engages audiences with expert opinions
Provides valuable and unique content
Limitations of Interviews
Requires coordination and scheduling with interviewees
May need editing for clarity and flow
Needs compelling questions to maintain interest
Required Skill Level of Interviews
Skill Level: Intermediate
Good interviewing skills, including question formulation and active listening.
Stories
Overview of Stories
Stories are narrative pieces that share experiences, customer journeys, or business milestones in a compelling way. They are engaging and often emotionally driven.
Business Best Suited to Stories
Businesses wanting to create an emotional connection with their audience, such as non-profits, brands with a strong identity, and local businesses.
What Type of Audience Engages with Stories
Customers and supporters who value authentic, relatable content and those looking for inspiration and connection.
The Characteristics of Stories
Narrative and engaging tone
Focus on personal experiences or significant events
Includes a beginning, middle, and end
Often supported by images or videos
Benefits of Stories
Builds strong emotional connections
Enhances brand identity and loyalty
Makes your business more relatable and human
Limitations of Stories
Requires strong storytelling skills
Needs to be genuine and impactful
Can be time-consuming to create
Required Skill Level of Stories
Skill Level: Intermediate to Advanced
Strong writing and storytelling abilities to craft engaging narratives.
Opinion Pieces
Overview of Opinion Pieces
Opinion pieces are articles where the writer expresses their views on a particular topic, often related to industry trends, news, or social issues.
Business Best Suited to Opinion Pieces
Businesses looking to establish thought leadership, such as consultancies, tech companies, and industry influencers.
What Type of Audience Engages with Opinion Pieces
Readers interested in expert opinions, debates, and thought-provoking content, including professionals and industry peers.
The Characteristics of Opinion Pieces
Persuasive and personal tone
Presents a clear argument or viewpoint
Supported by evidence or examples
Encourages discussion and engagement
Benefits of Opinion Pieces
Establishes your business as a thought leader
Engages readers and encourages interaction
Provides a platform for expressing unique perspectives
Limitations of Opinion Pieces
Can be polarising or controversial
Requires strong argumentation skills
Needs careful consideration to avoid alienating readers
Required Skill Level of Opinion Pieces
Skill Level: Intermediate to Advanced
Strong writing and critical thinking skills to present compelling arguments.
Research Reports
Overview of Research Reports
Research reports are detailed documents that present the findings of a study or analysis on a specific topic. They include data, graphs, and thorough explanations.
Business Best Suited to Research Reports
Businesses in data-driven industries, such as finance, technology, and market research firms, benefit from producing research reports.
What Type of Audience Engages with Research Reports
Professionals, researchers, and decision-makers looking for in-depth information and data-driven insights.
The Characteristics of Research Reports
Formal and detailed tone
Includes data, charts, and graphs
Thorough analysis and comprehensive explanations
Often lengthy and structured
Benefits of Research Reports
Provides valuable and authoritative insights
Enhances credibility and expertise
Attracts high-quality leads and professional interest
Limitations of Research Reports
Time-consuming and requires thorough research
May need expert knowledge to interpret data
Often requires professional design and presentation
Required Skill Level of Research Reports
Skill Level: Advanced
Requires strong research, analytical, and writing skills.
Testimonials
Overview of Testimonials
Testimonials are positive statements from satisfied customers about their experiences with your business, products, or services. They are typically short and direct.
Business Best Suited to Testimonials
Any business looking to build trust and credibility, especially service providers, retail businesses, and online stores.
What Type of Audience Engages with Testimonials
Potential customers seeking reassurance and social proof before making a purchase or commitment.
The Characteristics of Testimonials
Brief and positive statements
Includes customer name and possibly a photo
Highlights specific benefits and experiences
Often displayed on websites, brochures, and social media
Benefits of Testimonials
Builds trust and credibility
Provides social proof and influences purchasing decisions
Easy to collect and share
Limitations of Testimonials
Requires genuine customer feedback
Needs to be regularly updated
May not provide in-depth information
Required Skill Level of Testimonials
Skill Level: Beginner
Basic skills to collect and display customer feedback are sufficient.
Next Step: Go through the Visual Content Types to select the ones for your business.