How to create useful content and stop being an internet bandit

Content is king, right?

Not really. Good content is king. Since the new Google algorithms were released last year, Google now more strongly favours content that’s relevant and shared – so, yeah, content people actually find useful. Suddenly churning out cheap, poorly written and conceived content isn’t worth the effort, so our copywriters have been getting a lot more content marketing work.

It’s something a lot of businesses do themselves, but it’s a lot of pressure. You’re asking people to essentially become copywriters and media owners – and let’s face it, even the newspapers can’t really afford to produce their own content anymore. I see a lot of people, in desperation, essentially plagiarising other writers to keep feeding the content machine: see a blog, tinker with the language slightly, pass it off as your own. Done and done.

But, no. Not only is that ethically questionable, it’s also not going to serve you in the long run. Content is only useful to marketing if it gives your voice, expertise and experience a platform. Use the blog as a jumping off point, sure, but then bring something new to the table. Give some of your IP away. Have an opinion.

Here are my top tips for creating content that is actually useful – to your readers, and therefore to your business.

Start a fight

Find a blog you disagree with, and then offer a counter opinion. This comes with extra points for controversy

Become a content curator

Nab a bunch of relevant blogs and put them together in your “best blogs to help you…” list. Add blurbs to explain to people why each blog is valuable.

Repurpose everything

Do you run courses or present at industry events? Why not summarise your speech notes or course documents into a handy series?

Be newsworthy

Set up an RSS feed around your industry. If you’re on top of the latest news, you can weigh in on any issues that crop up. The key here is timeliness – you should be sharing your articles within a few days or a few hours of the story breaking.

Invite guest stars

Cross pollination of websites is always a good idea, so if you admire someone’s copy writing, or their opinions, ask them to contribute something. They’ll get a link back to their online presences and you’ll have some fantastic, original content to share.

Write how-to guides

Online, you’ve got to give a little to get a little. Have your team think about the work you do every day then break each task down into steps. You’ll find they actually become more competent and it’s also a great way of getting knowledge out of the heads of your more experienced team members.

Create case studies

There is nothing more powerful than storytelling to show how valuable you are to clients – and they’ll be entirely unique.

Make it systematic

Set up a plan for your content so you’re not copywriting something all in a scramble and so you get a good mix of topics and styles.

Hire a copywriter

We would say this, of course, but when you’re busy content creation can quickly fall down the to-do list. External copywriters have it as their sole focus so you’ll always have something to post.

Content marketing – no quick fixes

If you’re looking for a quick fix, content marketing isn’t it. Like most things, there are no silver bullets or free lunches. Useful content will take time, attention and, probably, money to create, but done well, it will pay dividends.

Need a bit more help? Call 0274445833 or click here to email our content marketing copywriters now.

Helen Steemson

The lead copy writer and creative director at Words for Breakfast. She spends much of her time working with the copy writing team across a variety of projects.