Everyone wants to write content for their website that is effective, compelling, and connects with their audience. Maybe you're in a marketing position at a small company, a small business owner in Vermont or beyond, or work for a marketing agency. You know that creating shareable stories through your marketing is extremely important. 

But how can you know for sure if your content writing is all of the above, or is what I call cotton candy writing? In Part I of the Effective Content Writing series, we discussed the basics of writing content and how to make it effective. 

Now, let's break down the two most common types of content writing and determine which works best for you and your business. 

Two Types of Content Writing: Cotton Candy and Snickers

Cotton candy writing: contrary to popular belief (mostly by academics and old school business owners who shiver at the thought of conversational writing appearing publicly), cotton candy writing does have it's place. Content writing at its core is made up of frequent posts--blogs, social media posts, case studies, and more--crafted with SEO terms and keywords and neatly packaged up online. 

According to curata.com, "Original created content is the linchpin of any content marketing strategy."  
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Note the focus on original content writing. That's an important key and one we'll look at in a future post. Contrast cotton candy writing with Snickers writing. 

Snickers writing: Snickers bills itself as the candy bar that "really satisfies".  More recently, its marketing gurus have re-billed it as the candy bar that can help ravenous hunger pangs because, "you're not you when you're hungry". 
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Snickers really satisfied me as a kid. I was raised by two back-to-the-land parents who were into organic gardening, living like we starred on Little House on the Prairie, and of course, eschewing sugar in all its forms. When I got my sweaty little paws on Snickers bars at my grandparents house or on Halloween, you can bet I dove in with pure glee. 

Snickers writing is heartier, meatier content writing. It's text that's carefully researched, thought out and planned ahead of time. It's often used in conjunction with an editorial calendar. The behind-the-scenes work is what makes this type of writing more interesting and effective. At its base, this type of content is fantastic storytelling. 

I'm not here to tell you that one type of content writing is better for you or your business than another. As a writer, storyteller and formerly-trained journalist I'm drawn to Snickers writing. But in the past I've worked with clients focused solely on cotton candy writing. It worked for them and fit into their long-term goals. 

If you're a business owner or marketing manager and are worried that your content appears like cotton candy when you're shooting for Snickers, here are three tips to help you differentiate. ​

Is Your Content Writing Fluffy Like Cotton Candy? 3 Ways to Tell

1. It leaves the reader unsatisfied.  Have you ever jumped into reading a blog post, certain that the shiny, flashy title's promise was just around the corner? And then reached the end of the article and felt...deflated? This is a good example of cotton candy writing: it promises but doesn't deliver. 
2. It leaves questions unanswered.  My fellow High Seas fans will agree with me that Season Two was nowhere near as satisfying as Season One of this Netflix original. (I admit, I'm continuing to watch only because of my obsession with the vintage clothes...swoon!) There are a lot of unanswered questions so far in this season. The biggest being what the heck happened to the intriguing plotline in the last season? Cotton candy writing can leave readers feeling like this after reading an article. "But wait, I don't understand...." isn't a phrase you want anyone to leave your site uttering. 
3. It can be effective.  "Wait, what? I thought Joy just said that she preferred to write like a Snickers bar?" True. But there is a place to use cotton candy writing. It can build your web traffic and drive more traffic to your site. SEO-heavy posts can make your site rank higher with Google and other search engines. But you risk turning away more discerning readers and potential customers with generic, run of the mill type of content. For some business owners, it's worth it. For others, it's not. 

As a business owner or marketing director, you must decide: is the potential for higher rank online is a priority? Or is providing thoughtful, compelling content more important? 

If you're worried that you're online content resembles cotton candy more than Snickers and would like a second opinion, please get in touch. I'd be happy to review your current online content and share my thoughts. ​Maybe we can split a Snickers and munch away while we chat. 

Ever feel like you're shouting into the void when it comes to creating online content? Whether you have big plans to hire out content writing services in 2020, or are determined to keep plugging away at it yourself, this article will help ground you in the world of content writing. 

This is Part I in a series of content writing posts. It assumes that you're a small business owner who: 

1. Is confused about what sets content writing apart from other types of marketing
2. Isn't sure if you need it for your business OR
3. Writes content for your business but is not seeing results

Content Marketing: a Definition
According to intensive research (okay, Google), it appears no one knows who first coined the term content writing. It's cousin, copywriting, has been around for a lot longer. According to Copyblogger, the guru of copywriting, the term is defined as this: 

"Copywriting is the art and science of strategically delivering words (whether written or spoken) that get people to take some form of action." 
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Note: people sometimes confuse copywriting with copyright. The two are not related: copywriting deals with written communication while copyright deals with security for people's creative works. 

Doesn't Every Small Business Owner Write Content?

Yes. If you have a blog or an account on Instagram, Twitter, LinkedIn or Facebook, then you are creating content for these platforms. The trouble with writing content for most business owners is three-fold: 

1. You get busy with other, more important things...say, the service or product that you sell which actually keeps you in business.
2. While you're a solid writer, you haven't taken content writing courses, learned the lingo or written hundreds or even thousands of articles, blog posts, case studies, newsletter articles, or social media posts. Not because you're lazy or inept but because of reason #1. 
3. It takes time, effort and practice (lots and lots of practice) to become effective in communicating to your audience. You could learn these skills. Or you could hire a content writer and free up your valuable time for priority tasks. 

What Makes Content Writing Effective? 

This is a question I'm often asked indirectly by clients. Sure, they get that I'm a writer. They can see from my bio that I've been at this for nearly 12 years. But is my writing really effective? 

I completely understand a client's hesitation. When you're handing over hard-earned money, you want to see results, otherwise you won't stay in business very long. So, let me give you a quick example. 

An Example of Effective Content Writing

When *Roger came to me, he was worried. His new website was about to launch and he wasn't confident the writing was going to draw in readers. Because Roger's company sold high-tech medical goods, it was important not only that the language was engaging, but also that it built confidence in readers (i.e., medical professionals). 

After our conversation and reviewing the current website copy, I could see Roger's point. The copy was long and filled with acronyms and high-tech medical words and procedures that I needed to stop and look up every few minutes. While there was a lot of good information, it was buried within the text and would be easily overlooked by website visitors. 

According to The Daily Egg, website visitors spend an average of 15 seconds on a website before clicking away. 15 seconds! Of course, that's an average with some visitors spending much longer and some visiting accidentally and quickly clicking away. Still, it's a startling statistic. 

I began by briefing Roger on the goal of his site. Every business owner wants to draw in new website traffic. But what were his goals beyond that? It turned out that Roger was pairing the launch of his new website with a huge direct mail campaign.

He wanted the medical professionals who would be receiving a glossy brochure to have a site to visit that was packed with reasons why they should hire Roger. We also created a free gift: a white paper that offered real-life, helpful tips on the pain points his product solved. 

What Made the Final Site More Effective

Here are the steps I took to streamline Roger's site and make it more effective: 

1. Clarified Roger's goals by phone
2. Reviewed the current content; made notes about what worked and what didn't
3. Researched competitors' sites
4. Rewrote much of the existing content, deleted a lot of it and created action-oriented language
5. Created a compelling white paper that was packed with tidbits to whet the appetites of Roger's audience
6. Delivered everything on time and on budget

While all of these steps were necessary, the key was creating action/goal-oriented writing. This is the type of writing that makes you feel excited to stop reading an article or post so that you can hurry up and take action before someone else does. 

Content writing, like any marketing, needs to be consistent, aimed at the right audience and memorable in order to be effective. 

What are your challenges when it comes to content writing? Do you find that you lack time, focus or creativity? Please share in the comments and I'll do my best to help you find the resources you need. 

*Roger is a real client but I've changed his name/business details to protect his privacy. 

Do you have a frenemy relationship in your business life: one you know it isn’t healthy, but which you can’t seem to let go?

Lots of small business owners do. This is a twisted kind of friendship where you wake late in the night wondering if you said the wrong thing or didn’t say enough at all. A relationship where you put in hours and hours of effort but sometimes (okay, often) have very little positive results to show for it. This friendship feels really one-sided...because it is. And unfortunately, it’s you who is making all the sacrifices and doing the bulk of the work.

This relationship is one that most small business owners have with...social media.
Social media is everywhere. Not only are there a huge number of options for “connecting with clients” online, but there are a lot of do’s and don’ts about how to use each platform successfully. We’ve become slaves to algorithms, status updates, and the cold, hard data that shows how we’re “performing,” not only day to day but hour to hour and minute to minute. Somewhere in engine search land, I picture a few hairy, sweaty middle-aged men laughing in an uproariously as they tweak algorithms and watch all of us poor schmucks deal with the fallout. As a small business owner, most of us have one most precious commodity: time. And social media can be like a giant drain where our time swirls away from us.

The Glitter of Social Media

I’ve attended a lot of meetings and conferences in my 11+ years as a professional writer. And one question that is bound to be posed in any event is: “Which social media platforms should I be using to find customers?” I too, used to feel a lot of angst about this. I would listen raptly as the keynote speaker or marketing expert would share all the “inside information” I needed to find my “tribe” online. And then, with pages of notes spread over my knees, I’d clutch my pen thinking, “I have to focus on this. This is top priority. I must be on at least three social media platforms three times a day in order to be relevant”.

So, I tried. For a long time I tried being everywhere: Facebook, Twitter, LinkedIn, Instagram, Pinterest, Slack, Reddit. I blogged like a maniac and felt like I spent the better portion of my workday shouting ideas, inspiration, encouragement and questions out into the great black void of the internet.

And you know what happened?

Nothing.

Or at least, not much. And that was for three reasons:

1) I tried to be in too many places.  
2) I didn’t go where my potential clients were.
3) I burned out.

Letting Go of Social Media

Things changed when I reassessed the craziness of my social media schedule and honed in what was actually working. This took a little time and distance. And yes, I’ll admit, it was scary. Letting go of Facebook where I’d built a small following (but wasn’t really seeing any results other than learning about people’s kids’ interests or what their pets were doing), was a little frightening. FOMO (Fear of Missing Out) runs rampant, especially online. But finding more free time and more focus had definitely been worth it.
Through my social media analysis, I discovered some important information: for business writing, LinkedIn was where I needed to be. I still have an account on Twitter, but post/share/peruse it more rarely. I’ve let all the other platforms go (hello Facebook freedom!) and haven’t seen a decline in my business. If anything, I’ve had an increase in new clients probably because now I have time to actually build real connections, reach out to people one-on-one instead of en masse, and (gasp) do my priority work instead of dabbling on social media.

Is It Right for You?

Only you can decide if this is also the right choice for your own business. Looking at the data certainly helps. And while it’s difficult to pinpoint with accuracy what leads come through social media, it’s not as hard to track which posts/information/images got the most interaction. If you can find those, then look at other metrics like new client calls, online forms filled out on your website, newsletter subscribers, and more, around the same time and try to find where the two intersected.  

That was too complicated for me. I went the simple route which was to drop accounts one by one and see what, if anything sales wise, changed. You may be surprised to see that your numbers don’t change all that much. Or that you find with the additional time you’ve freed up you have more energy to put toward sales calls, scheduling coffee meetups with potential clients or developing skills to boost your business overall. If nothing else, you’ll at least see which social media platforms really are important to your business and continue with those.

Joy Choquette has been writing professionally from her home office in northwestern Vermont (which is currently covered in snow) for the past 11 years. She helps small business owners to cut through the clutter online by creating shareable stories and memorable messages that motivate customers to action. She specializes in the areas of business, environmental and health and wellness issues. When she's not writing she loves being in the woods, drinking hot beverages and reading...just not all at the same time.