3 Tips to Create Interesting Content for Business Blogs, Newsletters, and Social Medias 

Every day a person is bombarded with a cloud of information. In order for the reader to find time for your content, you have to do your best: choose a useful or interesting topic, come up with an off-the-wall pitch, and package it well. Thoughtful content is interesting for the reader and helps the business solve problems, like gaining credibility or selling goods and services. Let’s learn how to make interesting content. 

Decide Who You’re Writing for and Why

You might think it could be easier to start a group on social networks or create a blog on your site and post information about your product or service there. But there is a nuance: you make content not for yourself, but for your clients. For content to work, you must figure out who will watch it and why.

Study Your Audience

Content “for everyone” often turns out to be for no one because it’s too boring. To find the “painful” topics of your audience, you need to understand the situation when people turn to you, what they fear and what they expect, what arguments for and against the purchase are scrolling in their heads.

Here are some tips on how to study your target audience:

• Ask the customer or the marketer. They probably have some statistics or even internal research results.
• Talk to your sales or account manager. These professionals have many stories and insights that will help pick up the keys to potential customers.
• Analyze the statistics of the posts that have already been released. See which topics got better hits and which went quiet, what was written in the comments, what was shared with friends, and what was liked. That way you’ll have references for how to do things and what to avoid.
• Read reviews on social networks and review sites. Usually consumers don’t hold back their emotions when they describe their experiences. You can learn a lot of useful information even from negative reviews – for example, to find weaknesses in services or gaps in the positioning of the product.
• Study your competitors’ websites and social networks. This will help you understand some general trends, find interesting ideas, and spot successful and unsuccessful solutions.
• Look for search queries. You need first of all high-frequency queries – the things that interest your audience the most. This method works if you’re working in a broad niche.
• Use parsers to gather communities that have your audience. This will help you understand what customers live on, what interests them outside of your product, and what formats they prefer.

After this analysis, you’ll see some patterns in audience behavior. For example, people who bet at 20 Bet are quite picky, paying a lot of attention to the smallest details and searching a lot before making the final decision. Based on these signs, you can divide it into segments and create content for each.

Study your audience to immerse yourself in their context: understand the language they speak and find their life scenarios. It’ll get easier to communicate the value of the product and its features.

Define the Purpose and Usefulness of Content

Good content solves business and audience problems simultaneously. It’s important for businesses that a publication leads readers to a specific action, such as a purchase, newsletter subscription, or repost. Readers open a publication to be entertained, learn something new, or find the answer to their own question, such as what kind of power bank to take with them into the mountains. 

Choose a Format

The brain likes to receive information in different formats, so combine them to diversify your content.

Text

To cover your audience’s needs and pains, use different text formats. Here are the most popular:

• Instructions. Explain how to use the product, take care of it. You can also use instructions to tell how to prepare for a service.
• Reviews of products. Give the consumer a complete picture of the product, to close the maximum of his pains and objections.
• Product selections. They are used when it is necessary to share gift ideas, show novelties or just the depth of the range.
• Checklists and tips on choosing. They show care about the buyer, help him to make a considered purchase.
• Case studies. They help show how a service or a product works with real examples.

Video and Audio

This content engages the audience well, helps establish a rapport with them, and humanizes the company – it literally has a face and a voice.

Companies usually use something from this list:

• Podcasts. These are short audio clips. You can listen to them even on your way to work or while you’re cleaning. This content helps catch an ever-busy audience, like moms on maternity leave or busy entrepreneurs.
• Video reviews. Helping to convey the emotions that a product or service evokes, drawing attention to important details. The video will equally well convey the atmosphere at the party, and perfect seams of the coat.
• Process videos. This content engages and helps build trust. The client sees what the master is doing, what materials he uses, how he controls the quality.
• Videos with tips. These are useful videos in which you share tips with your audience. They are willingly reposted, and in the comments they share their tricks.
• Webinars. You can record one big video about it and use it as a lead magnet or as a detailed tutorial. The trick with this format is that you just invest in it once and then send it out to new subscribers or customers.
• Live broadcasts. You can periodically hold live streams to answer questions from your audience. Live interaction with the audience increases engagement and helps build a community of like-minded people.

Make a Content Plan

So you already have a portrait of your target audience, a list of topics they care about, and formats they like. Draw up a content plan based on this data. With it, you won’t get confused and release the same post twice a few days apart.

In the plan, write down the topic, rubric, format and date of publication, the site where it will be released. You can also add the audience – so the picture will be complete. This way it’s easier to analyze the effectiveness of the content and adjust the plan.

Write Text That Is Easy to Read

In this block, we talk about the text because it’s the beginning of both the podcast and the video: for them, you write the script first. It’s the same text that obeys common laws.

Gather the Texture

No one likes to read a text that’s been sucked out of thin air. You need meat: cool texture that reveals the topic and provides value.

Here’s how to find it:

• Get a commentary from an expert. They can tell you the details that aren’t hackneyed and keep the facts straight. Search for experts in your company, in industry chats, on social networks, or on special resources.
• Study open sources. These include sites with statistics, official sites of government bodies and departments, research, professional publications and blogs. 
• Refer to personal experience. For example, you are well versed in the subject or write a story about how you yourself solved some problem.

Write the Text

Now expand the text with examples, life scenarios and analogies. These make the text clearer and more interesting.

Divide the material into three semantic parts:

• Introduction. Briefly outline the context, explain the importance of the topic and why you are writing about it.
• Main part. This is where you put everything you find: facts, arguments, expert opinion, and examples. Arrange the information so that the thought doesn’t bounce.
• Conclusion. Add conclusions, a brief summary of the publication, and a call to action.

It’s okay if it turns out to be voluminous material. Readers swallow longreads if they are useful.

Match the Visuals

Manage the reader’s attention span. Use subheadings, highlight important things with color bars and frames, and insert illustrations. You can add to the text:

• Photographs. Request them from the customer, take them yourself or find a suitable one in a photo bank. Most importantly, avoid plastic smiles and stock images.
• Infographics. It helps to clearly explain complex things. For example, how demand for a product changes over the course of a year.
• Screenshots. Use them when you need to show a piece of correspondence or a program.

The picture should reveal or confirm the meaning of the text. Don’t forget the informative caption.

Make an Interesting Headline

The headline is the first thing the reader sees. By this phrase he decides whether to open the text, or pass by. So intrigue, look for a detail that hooks and causes a desire to learn more. Here are a few tricks to help solve this problem:

• List. Five programs that help you keep track of your budget and save faster.
• Emphasis on format. A complete guide to this spring’s movie premieres.
• Appeal to the reader. Mistakes that get in the way of learning Spanish. Check to see if you make them, too.
• Secrets, tips, and tricks. How to help your child adapt to school: tips by a child psychologist.
• Simplicity. Without soda and vinegar: how to get rid of the scale in the kettle once and for all.

Write Regularly 

To keep communication with your audience from being chaotic, stick to a content plan. Try not to disappear, so that the audience and site algorithms don’t lose you.

Here are options for those who don’t have the time, but really need the content:

• Do a rewrite or translation. Search foreign sources for publications on topics that will interest your target audience. Another option is to take a competitor’s publication as a basis, but don’t copy it, but rework it through your own opinion.
• Ask your company’s employees to write a blog. There’s a nuance here: not all employees will want to spend time on the blog. You’ll have to ask your manager to come up with some bonuses for authors. 
• Use UGC. This is the content that your subscribers generate: reviews and helpful comments under posts. Share them on social networks.
• Give the task to a neural network. This is a hype tool, which can produce acceptable results, or it can write complete crap. But as the experiments show, you can entrust a neural network with some simple topics. Just don’t forget to edit the text afterwards.
• Contact an agency. They can take an ad hoc task, for example, an article or a series of posts, or create a separate editorial board for you. It will produce quality content seamlessly. Authors and editors will come up with topics, gather facts, find experts, write the text, and coordinate everything with you.