Eight ways to ensure that small businesses actually read your content

Many small-business content writers have never worked for a small business, let alone started and run one. Some make assumptions about small businesses and their owners that just aren’t true in some or all cases.

Common examples? Well, very few small-business owners are entrepreneurs and most don’t think of themselves as such. They’re happy to be a small-business owner with modest ambitions and there’s nothing wrong with that, of course.

Yet many small-business content writers persist with using the word “entrepreneur” as a catch-all term. They believe that everyone who runs a small business is “entrepreneurial”, which is why their content often fails to engage. Put the word entrepreneur in your title/headline and many small-business owners won’t realise that you’re trying to reach them.

“Put the word entrepreneur in your title/headline and many small-business owners won’t realise that you’re trying to reach them”

Know your audience 

SME (ie small and medium-sized enterprise) is another term that’s overused or often poorly chosen (as in “Start your own SME in your garden shed”). Medium-sized enterprises have 50-250 employees (too many for a garden shed), while small businesses have up to 50 (you’d still need a massive garden shed). 

Most (96%) of the UK’s estimated 5.9m small businesses are micro-enterprises (ie up to 9 employees), more specifically they’re “sole proprietorships”, which is a sole-trader business run by one self-employed person. Some 4.5m UK businesses (about 75% of the total) have no employees other than the owner. Many of them won’t be interested in HR content. 

Although other small firms together employ some 13.2m people, don’t assume that all small businesses have an HR director/department (a common mistake). Often, that’s just one of the many “hats” the small business owner must wear.

“Despite the impression held or given by many small-business content writers, not all small firms are office based”

Reality check  

Crucially, despite the impression held or given by many small-business content writers, not all small firms are office based. Three-quarters of all UK businesses operate in services industries and many don’t operate from office premises. About a fifth of UK small businesses are construction-sector firms, while 9% operate in the wholesale and retail trade and repair sectors. 

Women own/lead only a third of all UK small businesses, but numbers have grown considerably in the past five years (the figure used to be 17%). Just 5% of UK SMEs are “minority ethnic group led”, according to government figures, and this percentage hasn’t increased in the past five years, sadly. While some report the average UK business owner age as 40, others put it closer to 50, although many more young people are starting their own business. 

Hopefully, if necessary, you’ve learned a bit more about your audience/target customer, but carrying out basic research can help you to learn much more. Going out there and visiting small businesses to find out about them and their key challenges could significantly improve your small business content, but what else can you do to boost your success?

“If you can provide real-world advice that enables small-business owners to save time and get more done quicker, you’ll stand a better chance of getting them to ‘know, like and trust’ your brand”  

1 Save small-business owners time

Running your own small business is very demanding, with many things competing for your attention each day. The work can be hard and the hours very long, too, with time probably the most precious commodity for most small-business owners (especially those with family commitments). But that gives you an opportunity. 

If your content can provide real-world advice that enables small-business owners to save time and get more done quicker, you’ll stand a much better chance of getting them to “know, like and trust” your brand, which can mean they soon go on to become loyal customers. 

2 Save small-business owners money

Margins and budgets are always tight for most UK small businesses. Keeping your cash flow positive is a struggle, but with prices across the board rising – significantly in some cases – if your content promises to save business owners money, they’re more likely to read it. Don’t insult their intelligence with obvious suggestions (eg “turn off lights when you’re not using them”); find ideas that small-business owners may not have considered. 

“The supposed productivity-boosting power of potted plants in an office might seem fascinating to you, but many other things are more important to your average small-business owner”

3 Write about things that really matter to small firms

Show empathy. Your content should prove that you’re in tune with the everyday challenges, concerns and realities of small businesses all over the country. The supposed productivity-boosting power of potted plants in an office might seem fascinating to you, but so many other things are much more important to your average small-business owner (who may not even have an office). They just don’t have any time to waste, so, focus on the important stuff, get to the point and provide value. 

4 Make small-business owners’ lives easier

Running a small business can be difficult and there are many challenges to overcome, especially when it comes to legislation. If you can offer advice that takes the hard work and hassle out of decisions, tasks and obstacles, readers will appreciate the value of your words. Help to solve their problems. Provide small-business content that gives real-world solutions. Make complex things easier to understand and manage.

“Good small-business content provides a clear, understandable explanation, no matter how complex the information or topic” 

5 Help small-business owners to make more sales

Ultimately, you won’t succeed in business if you don’t make enough sales. Small-business owners want to attract new customers, while retaining and selling more to existing punters; your content should help them to do all of the above. Many small-business owners are far better at their trade than selling and marketing, but practical advice from reliable expert sources can make a big difference to their sales and bottom line.    

6 Always be clear, comprehensive yet concise 

Good small-business content provides a clear, understandable explanation, no matter how complex the information or topic. Sadly, much small-business content is just as dry, dense and inaccessible as the stuff it seeks to explain. Your job is to use plain English to explain key points – not unnecessary detail – so cut out the waffle, jargon and business speak. Tell small-business owners what they need to know in as few, simple words as possible. Answer all of their likely questions.

“Life is too short and there are many other things that most of us would rather do than read dull content”  

7 Don’t create boring content – be interesting

When was the last time a boring headline really captured your attention? When did a dull introduction last make you want to carry on reading? Never, right? Much small business content is mind-numbingly boring. Admittedly, some small-business subjects are rather dull, but your challenge is to make them engaging and bring them to life. Life is too short and there are many other things that most of us would rather do than read dull content. 

Moreover, small-businesses owners often have incredible insight and fascinating stories to tell. Feature their words in your small-business content. Use their knowledge and experience to help others learn. Small-business content really doesn’t have to be boring.  

8 Be original – dare to be different

There really is an ocean of small-business content out there and competition for clicks, likes and shares is fierce. Don’t just copy others – find ways to be different. 

About 15 years ago, when I started writing and editing small-business content, I brought in many ideas that I’d learned from working on award-winning customer magazines, focusing more on owners and their stories, interviewing and quoting them more heavily in features (they’re the real experts, right?). 

I produced a huge amount of small-business owner profiles, case studies, Q&As, “listicle” content items, guides and infographics. All of these things weren’t common in business writing (no one called it content) back then. I also came up with more imaginative and engaging headlines and copy, which brought far better results. Never be afraid to try new things.

“Don’t waste your time or theirs by publishing small-business content that’s dull, irrelevant or hard to understand”

In conclusion

To succeed when producing content for small businesses, you really need to understand your audience. Don’t waste your time or theirs by publishing small-business content that’s dull, irrelevant or hard to understand.

Write about things that matter in a clear, concise and accessible way. And if you set out with the key aim of helping small-business owners to be more successful, save time, money and make their lives less stressful – you won’t go far wrong.

• Written by Dead Good Content founder Mark Williams. For more than 15 years, Mark has specialised in writing small-business content. He has helped such organisations as the government, high-street banks, insurance companies, utility providers, software giants and accountancy organisations to reach UK SMEs. For four years Mark also wrote small-business content for The Guardian.

The business benefits of blogging and how to do it

You’ve probably never heard of Justin Hall, but he’s widely credited as producing the first blog website (Links.net), created while he was a college student in 1994.

It would be three years before Jorn Barger (editor of influential early blog website Robot Wisdom) coined the term “weblog”, which he used to describe the process of “logging the web” while “surfing” online. Barger is credited as the man who invented blogging as we know it. 

In 1998, the first blog appeared on a mainstream news website in the USA, and one year later, programmer Peter Merholz shortened weblog to blog, the term now commonly used. Growth in popularity was rapid. According to WenDesignerDepot.com, worldwide, there were only 23 blog websites in 1999. Just seven years later – there were more than 50m. There are now thought to be more than 440m.

Inbound links can really make a big difference to your search engine rankings and producing high quality, appealing blogs can encourage others to link to your website.

Business benefits

Probably the key benefit that blogging can bring is it can boost your search engine rankings. But using the right keywords in sufficient density, on-page optimisation (ie writing your website page in a way that allows search engines to easily understand what it’s is about) and other SEO tactics will only get you so far.

You also want links to your site from other, relevant, trusted websites, because Google also ranks pages according to how authoritative it believes them to be. Inbound links can really make a big difference to your search engine rankings and producing high quality, appealing blogs can encourage others to link to your website.

Raise your profile

You don’t have to confine your blogs to your own website, you can make them available to others. If your blogs are published on the right websites, it can seriously help to raise your business’s profile (online and offline), while including links can also drive traffic back to your website. 

Being seen to have insightful or thought-provoking opinions as an expert on either small-business topics or those relevant to your trade or sector can enhance your personal and professional credibility. This can lead to other media opportunities, which can also raise the profile of you and your business. 

Blogs can also be a good way to reach out and start conversations, which can help you to develop trust and stronger customer relationships.

Blogging can give a voice to your brand, giving others a better idea of what your brand values (ie what your business stands for). Blogs can also be a good way to reach out and start conversations, which can help you to develop trust and stronger customer relationships. This can ultimately create leads and drive sales. And one of the big benefits of blog marketing is it’s no cost or low cost (you can pay others to write blogs for your business). 

Don’t bore readers

Before starting to blog, be crystal clear about your audience. Who are they, what needs do they have and what value can your blog offer them?

Avoid writing about boring subjects – they turn people off. Pick interesting things to write about. If there’s no avoiding a boring topic – at least write about it in an interesting way. Short blogs are best (600-700 words); favour short sentences and paragraphs that are free of jargon and spelling errors. Use subheadings to split up the copy and draw readers in. 

Your blogs should be optimised for Google, of course. Keep the tone warm and accessible, but professional throughout. Show readers that you know what you’re talking about and let your personality shine through. Don’t pack your blogs with sales messages (they also turn people off).

Offer genuine value 

Pick an irresistible title (asking questions is a proven tactic). From the off, engage readers with your words. Inform them. Provide them with a solution or useful knowledge. If suitable – entertain them or make them smile. Make them think. 

Give them genuine value, because it encourages people to “know, like and trust” your brand. Before offering a contentious opinion, consider how it could be received (and how this could affect your business). Some subjects are best avoided, however passionate you feel about them.

Make sure, when published, readers can easily share your blog via email or social media platforms. Welcome feedback and engage in conversations.

Make sure, when published, readers can easily share your blog via email or social media platforms. Welcome feedback and engage in conversations. Tell readers how to contact your business if appropriate. You could even use the opportunity to get them to sign up to receive a regular email from your business. For best results, blog regularly and track response/results to see which blogs work best and when. Above all, enjoy it. Like business – blogging should be fun.

• This blog was written for Manage My Website

Seven key things you really need to get right when starting your own business

Last year, according to the Centre for Entrepreneurs, a record-breaking 772,002 new businesses were formed in the UK – a 13.25% increase on 2019’s total. In more recent years, about 650k had been the annual average, so there’s no doubt about it – the UK is undergoing a start-up boom.

Covid-19 helped to fuel the phenomenal start-up growth last year. During the first three-month lockdown alone, an estimated 315,000 new UK businesses were started in the UK. While some did it following redundancy, others used the time and opportunity they had while at home during lockdown to finally start their own business.

Maybe you’re considering starting up or possibly you’ve already set the wheels in motion. There are many things to get right if your new business is to get off to the best possible start. But, here are seven key things you really need to nail if your new business is to succeed.

1 Come up with a good business idea

Good business ideas generate enough profit – it really is that simple. Some seemingly “good” business ideas don’t work in the real world, the demand just isn’t there. Once you’ve come up with your business idea, find out what others think (don’t just ask friends and family). Find out whether they would buy what you’re planning to sell for the prices you plan to charge. If so – great – you may be on to a winner. If not – think of a better business idea. It could save you a lot of time and money. 

You also must consider how you’ll sell – offline, online or both? Who will you target – consumers, businesses or both?

2 Decide what type of business you’ll start

When will you sell? The options are spare-time, seasonal (eg summer-only), part-time (aka “side-hustle”) and full-time business. Not all businesses can generate enough profit all-year-round. Some may only work at weekends. You also must consider how you’ll sell – offline, online or both? Who will you target – consumers, businesses or both? Will you sell locally, regionally, nationally or internationally? Will start from scratch or buy another business? Do you plan to go it alone or go into business with someone else? You must decide all of the answers to these key questions.

3 Choose the right legal structure

By law, you must register your business and pay all tax due. Most become a sole trader (ie self-employed). Basically, you and the business are the same in law, so you’re personally liable for any business debts. You can go into business with someone else in an ordinary partnership or limited liability partnership. Many people set up a private limited company to shelter them from personal liability. There can be marginal tax savings, too. Whatever you choose, registering can be done online, quickly and for little or no cost. There are formation agents that will do it for you for a fee.

• Visit government website Gov.uk for guidance on how to register a business. 

Successful brands are always distinct. They engage potential customers and encourage them to buy and remain loyal.

4 Create a strong brand
Think of your brand as the associations that would come to mind when customers think of your business. This is much more than your brand identity (ie logo, typeface, colours, slogan), it’s what you stand for – your promise to your customers. Successful brands are always distinct. They engage potential customers and encourage them to buy and remain loyal. 

Get it right and your business name becomes a deadly marketing weapon that distinguishes you from your competitors, announces your business to the world and helps you to attract and retain customers.

5 Pick a good business name

This is one of the most enjoyable tasks when starting a business – but it’s also one of the most important. Get it right and your business name becomes a deadly marketing weapon that distinguishes you from your competitors, announces your business to the world and helps you to attract and retain customers. But get it wrong and it can create negative perceptions about your business and ultimately drive potential customers away. 

6 Create a wonderful website

Even if you don’t sell online, customers will want to find out more about your business before they decide whether to buy. Your website allows them to do that quickly and easily. It may even be how customers find you. Your website should create a fantastic first impression by showcasing your brand, telling potential customers key facts and why they should buy from you. Doing your own website is cheaper, and DIY templates make it possible, but hiring the right professional will ensure better results, while also saving you time. 

7 Get the right support around you

Starting a business involves a lot of learning. You won’t know how to do many things, but others can help you. There are many sources of free online start-up advice, such as the Start Up Donut website, while government website Gov.uk provides guidance to rules and regulations and sources of government support. The startups.co.uk website also offers a wealth of free guidance, while those aged 18-30 can contact the Prince’s Trust for start-up support.

You may be surprised at other business owners’ willingness to share their experience, tips and advice. 

Paying for guidance from an experienced accountant could help you to save money, but seek recommendations from other small businesses. Finding a mentor (someone who has started and run a successful small business) could also really help. Running a business can be a tough at times, but that can made easier with the support of friends and family. You can also reach out to other start-ups and small businesses via Facebook small business groups. You may be surprised at other business owners’ willingness to share their experience, tips and advice. 

• Written for and published by Manage My Website.