Blog writing is a powerful tool for connecting with customers, but many people struggle to identify key topics to cover – so here are four website content ideas for small businesses.
We all know that content marketing can boost online presence and drive sales, however, it is not easy to generate fresh, engaging articles consistently. If you’ve ever found yourself staring at a blank screen, wondering what to write about next, you’re not alone. In this blog post, we’ll tackle this common issue by offering creative suggestions and brainstorming techniques to help you generate compelling topics that will attract and retain customers.
Understanding your audience
Before diving into content creation, it’s essential to know your audience. For example, you could create a detailed profile of your ideal customer that can help you tailor your content to meet their specific needs and interests.
Use market research and data you can include demographics, behaviour patterns, motivations and goals. You can also conduct surveys and interviews with existing customers to gather insights about their preferences and challenges. Armed with a thorough profile, you can create content that speaks directly to your customers, addressing their problems and providing solutions.
The aim is to build a stronger relationship with your audience by showing that you understand and care about their needs. One of the main benefits of generating targeted content is that it is more likely to rank higher in search engine results.
Idea 1: Showcase your knowledge
As a small business owner, you possess a wealth of knowledge about your industry, products and services. This expertise is a source for numerous website content ideas that can establish your business as an authority in your field. Build trust with your audience by providing valuable insights that keep readers coming back for more.
For example, create step-by-step guides that teach your audience how to do something related to your industry. If you own a bakery, you could write a guide on how to bake the perfect sourdough loaf. Perhaps you could give readers a glimpse behind the scenes of your business, showcasing the skills and experience of your team through day-to-day activities.
Question and answer articles read like an interview and can position a business owner as an industry expert, or thought leader, who provides valuable insights to readers.
Idea 2: Trending topics
One of the more underused website content ideas, trending topics involves focusing on current conversations and issues in your industry. For example, if an accountant provides an in-depth commentary on a recent tax change the business will be seen as up-to-date and in touch with what matters to customers. So how do you know what subjects are trending?
You can visit the Google Trends website to see what people are searching for in real time. This tool can help you identify popular search queries related to your industry. Your favourite social media platforms will also show the trending hashtags, so look for ones that relate to your business.
Stay informed about the latest developments in your field by regularly visiting industry-specific news channels, competitors’ websites and articles written by respected experts. You can also read questions and comments from customers on social media or online reviews.
Other website content ideas can include seasonal content (e.g. summer trends, Christmas), predictions for the future of your sector, new technology and changes to the law or industry regulations.
Idea 3: Customer interests
Creating content that directly addresses the needs, interests and pain points of your customers is a surefire way to generate engagement and build loyalty. When your website speaks to the specific concerns and curiosities of your audience, it becomes a valuable resource they are likely to return to and recommend.
Website content ideas can range from frequently asked questions (FAQs) about your products and services, project case studies, customer testimonials, detailed reviews and common problems raised by your customers. These type of articles can be particularly effective in showcasing your expertise and the practical value of your offerings.
You can collect relevant topics by regularly reviewing customer feedback (e.g. emails, social media comments and reviews), industry-related forums, popular website pages and feedback from your customer service team.
Idea 4: Repurpose existing content
Generating fresh content can be challenging and time-consuming, and is one of the main barriers preventing small businesses from sustaining their marketing efforts. However, by repurposing and refreshing existing content, you can maximise its value and reach new audiences without starting from scratch.
Here are a few ways to transform old posts into engaging new content:
- Infographics: create eye-catching and shareable visuals by turning key facts and data into graphics.
- Videos: turn blog content into scripts for videos that can be shared on platforms like YouTube and Facebook.
- E-books: compile a series of related articles into a downloadable e-book.
- Podcasts: use your blog content as a theme for podcast episodes, discussing topics in depth with guest speakers.
- Social media: one article can create multiple social media posts that can link back to your website.
The key is to focus on ‘evergreen’ content that remains relevant over time, such as how-to guides, industry tips and seasonal advice. Regularly review old blog posts and update statistics, links and information to continue to make the content relevant. Improving keywords, meta tags and links can also boost your search engine rankings.
Need more website content ideas?
I hope you have learned some new website content ideas for your small business, and I encourage you to continue the brainstorming process by engaging with your colleagues and customers. The key is to dedicate some time for a bit of creativity and planning, so you can consistently generate engaging content that resonates with your audience.
Please remember to be authentic in your marketing by sharing genuine experiences and insights, as authenticity builds trust with your readers. You also need to make sure that your content offers real value to your audience by solving problems, answering questions and offering practical advice.
For the past 30 years I have been a journalist and freelance blog writer. Based in Hertfordshire, near North London, I create quality content for small businesses. Please look around my website to update your knowledge on creating website content, and feel free to get in touch for a FREE consultation.