Squad Talk

5 Ways to Create More Engaging Content

By now, you’re aware that creating entertaining and informative content is an inexpensive and vital way to keep customers engaged with your brand AND a great way to turn new visitors into repeat customers. Usually—typically a few months into a regular schedule for blog postings, social media updates, and press releases—small business owners find that they are running out of things to write about. We’ve compiled a list of five ways to generate fresh, engaging content to help those of you having a hard time coming up with your next topic.

1. Find INSPIRATION everywhere. Visit competitors’ websites, blogs, and social media. What are they writing about? Have they introduced a topic, but not fully explored it? Are you interested in what they have to say? Chances are, even uninteresting topics will give you ideas for your own site.

2. Provide a tutorial that your customers will be interested in. Are you a local hardware store? Shoot a short video on a simple home repair. Are you a home décor shop that specializes in restored/vintage furniture? Write a longer blog post on how to paint a small piece of furniture (with a lot of photos and tricks you’ve learned through trial and error). Are you a local chocolate shop or a small spice shop? Provide decadent recipes that use your products.

3. Host a Question and Answer session online. Have customers post their questions on your Facebook page or through the comment section on your blog. Answer them all at once or one a day as a way of keeping customers coming back to your site/page. And, as an added bonus, some of the questions will provide you with inspiration for future topics!

4. Introduce a “Behind the Scenes.” Does your business attend tradeshows and local festivals? Provide a behind the scenes look at how your booth comes together. Are you a local restaurant? Let diners peek behind the curtain, so to speak, by posting about kitchen staff, with pictures of them cooking and interacting with one another. Are you a new business or going through a remodel? Let customers be part of your journey by sharing your feelings on the process and pictures of the space (and you!) as it is transformed. Tell customers about a recent challenge you overcame—and how you did it. If you’re an artist of any kind, provide a photo tour of your space and explain why you have it set up the way you do.

5. Be your own “Dear Abby.” If you find that customers are asking you the same questions over and over again, frame it like a Dear Abby letter and answer it in writing for everyone to find. This is an easy way of getting hits from search engines, particularly if users search using the question you’ve answered (How do I replace a facet? When is the best time to schedule an AC maintenance visit? Are there any desserts that use fudge as an ingredient?).

Regardless of whether you try one of these ideas or if they inspired you to go in a totally different direction, be sure that your topics are relevant in some way to your business—and to have fun with it. If you’re interested in what you’re writing, you’ll find that customers are more interested in reading what you have to say.

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