Why You Need Content Writing for SMBs

Does your small or midsized business have too many clients? Are you swatting away leads? Drowning in opportunities? Swimming in a Scrooge McDuck-style swimming pool full of money?

Scrooge McDuck swimming through coins — *if this is you, you might not need us.*

If so, good for you! Written content and content strategy is probably way down the list of things you’re worrying about— or it may be a part of how you found so much success.

But let’s be honest: this level of lead generation and growth isn’t the norm. Most small business leaders want more clients, more leads, more opportunity.

(And you probably wouldn’t say no to that swimming pool!)

Scrooge McDuck diving into money pool — *We’re not saying better content will make you this rich, but we’re not* ***not*** *saying it…*

Content Is Key to Growth for Most SMBs

If you’re a leader at a small to midsized business that wants to see more growth than you’re seeing right now, this post is for you. We’ll show you the top reasons why you need more, better written content for your website, blog, and marketing outreach efforts.

By the time we’re done, we think you’ll see the incredibly powerful strategic value of content for small businesses. And we’ll be here to provide that content for you.

What Can Better Blog Posts and Website Copy Do for You?

So what’s the value in investing in stronger content and copy for your website and digital channels? What can better content do for you?

Here are five of the top ways SMBs like yours benefit from pro content writing services.

1. Pro Content Writers Can Craft a Stronger, More Compelling Message

Think for a second: what in your day-to-day work are you really, really good at? Most leaders have at least a couple of skills or talents, areas where they do strong work that garners results.

Next, think about what’s not on your list.

Business law and financial audits probably don’t make an appearance, assuming you don’t work in law or accounting. The same goes for graphic design, architecture, construction, and more.

*We’ve all been there—and it’s not a good feeling!*

You wouldn’t dream of trying to do a lawyer’s job yourself, right? And you wouldn’t design or physically build your new corporate offices.

Here’s the thing: content writing and copywriting are no different.

You’re good at lots of stuff, and you may even be a decent writer. (If not, that’s 100% OK, too!)

But this isn’t what you do. It’s not your core competency.

And if you’re honest, spending time slogging through content writing just isn’t what you want to be doing.

woman frustrated writing content — *If content writing feels like this, offload it to the pros and focus on what you do best.*

You already know your company’s vision and how you want to fit into your market. That’s the you stuff.

When you hand off that information to a professional content writing firm, you’re almost guaranteed a stronger, more compelling result.

We can take your vision, your goals, and your message—along with any work you’ve done to this point in this space—and we’ll craft a version that’s more compelling, more empathetic. We’ll also drive results.

2. Strong Content Boosts SEO and SERP

One of the biggest reasons SMBs invest in ongoing content support is for the powerful effect content can have on your search engine rankings (SERP).

Usually this ongoing content takes the form of a business blog, though there are other models that sometimes make sense (like a hub and spoke model).

Your website should be a powerful conversion-oriented tool for your business. But if you don’t rank highly in search results, people won’t find you.

Think about the last time you searched for something on Google. Did you read the first 17 pages of results? Or did you click on one of the highest results listed?

The truth is, most people will never go beyond the first few results. When your business lands in the first few results, you generate organic traffic to your site. Some of that traffic will convert—which looks a lot like growth.

The world of rising in search rankings is called search engine optimization, or SEO.

Content is a massive part of moving up in SERP. It’s not the only part— you also need a content strategy, and you need to make sure your site is technically built in ways that Google and other search entities can understand.

Regardless, unless you’re already an IBM- or Meta- or Google-sized company, you have to work at search rankings. And content—well-written, authoritative, powerful content that provides real value to searchers—is key.

3. Content Creates Brand Awareness

People won’t buy from you if they’ve never heard of you. That’s why SEO and SERP matter so much for businesses that want to grow in digital spaces.

But equally important, people usually won’t buy from you if you seem unfamiliar or distant. Building brand awareness is crucial throughout most segments of the business world. Steadily producing content (and getting that content in front of customers’ and prospects’ eyeballs) is a powerful way to grow brand awareness.

4. Written Content Cultivates a Good-Fit Audience

Along the same lines, not every prospect or reader is a good candidate for your products or services. Reaching anyone or even everyone online isn’t a smart strategy for most businesses. The better investment is in reaching a good-fit audience, those people most likely to care about, buy, or sign up for your product or service.

When you steadily publish compelling, meaningful content related to your industry or niche, you’ll continue cultivating this good-fit audience.

People who are never going to buy your products aren’t going to stick around in your content because that content isn’t meaningful to them. But put the right content in front of the right audience, and you’ll cultivate a good-fit audience that continues receiving value from your content—and producing revenue growth for you at the same time.

5. Authority Matters

Last, let’s talk about authority.

One current priority for Google that heavily influences where various sites rank is authority. A website’s authority is measured in a half dozen or more ways, and content doesn’t account for all of them. Backlinks and traffic and, perversely, how often Google has already served up a site as a top result all play a role. (If it sounds like the cards are stacked against new players, well, they are.)

But all else being equal, Google will usually prioritize a longer, more informative post over a shorter one. And its algorithms have gotten sophisticated enough that Google can tell the difference between something that’s well written and something that was shoddily thrown together.

At Content for Humans, we don’t believe in chasing every single robot-pleasing SEO trend—we believe that compelling, empathetic, human content is always going to win the human hearts and minds you need to win over.

We’re glad that, at least for the last several years, Google agrees.

Can you go to Writers R Us and get dirt-cheap content for way less than we charge? Absolutely. But will that content convey authority in your industry? Will it move hearts and minds? Not in our experience.

Your Business Needs Content. We Create Content that Reaches, Sticks, and Converts.

We’ve only scratched the surface of all the ways that strong content can drive results for small to midsized businesses. If you’re convinced by now that you need more or better content—or if you’re not producing content at all to this point—Content for Humans can help.

We create content that reaches human audiences and, more importantly, sticks with them and moves them. Whatever you need your content to do, we can craft messages that deliver.

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5 Reasons Why SMBs Need Content (and Content Writers)