Skip To The Main Content

How to create engaging marketing copy on a small business budget


Content is a central part of marketing and, with the internet and digital platforms having such a crucial role to play in customer purchasing decisions, the need to create engaging content quickly and cost-effectively has never been greater. The following tips should help you do that: 

Have the end in mind first

Ask yourself what it is that you want the content to do. Inform a customer about a product or service? Educate them about an issue you are passionate about? Amuse them? There is no point going to the time, cost and trouble if there isn’t a purpose.

What is success?

It is vital to have a clear idea in your head about what you think the results of a great piece of content should be. With social media content, it could be shares, likes, retweets or click-throughs. For items like an eBook or a white paper, it could be enquiry emails or even phone calls. It's important to think about what sort of results will really make the effort of creating content worthwhile.

Create once and use often

Think about whether you can use the same piece of content in different ways. For example, a white paper on a service can be re-used as a series of blog posts and the headlines used as a series of tweets. The blog posts, in turn, can be shared via social media, in an email newsletter and a PDF of the white paper printed out and sent to customers or used at a trade show. So one piece of content has been used in five different ways.

Content creation tools

There are some really brilliant content creation tools out there such as Canvas to design PDFs, SnapApp to creative interactive content, BrainShark for video, Bodalgo for voice-overs and Zmags to create eBooks. It’s about working out what tools you need to create the content you want to produce, and ensuring the time and cost associated with it is not too long or great.

Build or buy

Ultimately there is a cost to content creation and if you know what you want sometimes it might be quicker to get a third party, such as an agency or freelancer, to produce what you are after. If you do decide to outsource production have a very clear idea of budget and look for a recommendation from your own connections, especially if you have seen a piece of marketing content that you really like. You also need to be mindful of how long it will take to manage a third party to generate the content you want.

Marc Duke is a freelance marketing consultant