3 Types of Content To Help Promote Your Business

By Obinna Morton | Blog

Since starting out as an entrepreneur, I’ve learned a lot. Trial and error have been great teachers, and so has simply rolling up my sleeves and getting in the trenches. One thing I’ve learned is the power that content has in telling a business narrative. I’d like to share three of the types of content that I’ve developed for people and their businesses over the past two years.

These types of content are infographics, press releases and blog articles. You can take the lessons that have taken me two years to learn and apply them much sooner by reading this post. Alongside each piece of content are actionable tips as well.

1. Infographics

I remember watching the animated film “The Prince of Egypt” growing up. It is the story of the Hebrews’ Biblical flight from Egypt. What stands out to me many years later are the beautiful hieroglyphs that lined the walls of the Egyptian pyramids and served as a storytelling mechanism in the movie.

3 Types of Content To Help Promote Your Business | Lifestyle Business Magazine

Using images to tell a story is nothing new. The concept has been around for millennia. It can also be seen today in emoji and Instagram’s use of captivating images to tell stories.

Infographics are a tool that businesses can use to share a message through an image. And here’s the catch. A person is more likely to remember this information because the text that you write will be paired with an image. This fact is backed by findings from the Pictorial Superiority Effect, which found that a person retains only 10% of information after three days if the text stands alone, and 65% if the same information has a complementary image.

Here are a few things to remember when creating infographics:

1. Cut down the text to the most important words

Image will be used in place of text as a way to get your message across, so include only the information that is needed.

2. Create a headline

Select a headline that sums up the information of your infographic. Review other infographics that you like for ideas.

3. Select images that move the information along

If your infographic is “The Anatomy of an Entrepreneur,” an image of an entrepreneur (perhaps you or a stock animated image of a person) would be a corresponding image to use, and then build your text from there.

Here is an example of an infographic that I created for a translation and interpretation agency. I edited much of the text to fit in each box, created a headline, and sprinkled images of leaves to continue the theme of pruning:

3 Types of Content To Help Promote Your Business | Lifestyle Business Magazine

I used Venngage to create this infographic. Canva is another popular infographic tool, with capabilities for e-books, flyers, and social media visuals as well.

2. Press Releases

Another DIY piece of content that you can create yourself is the press release. When you have newsworthy information to share, then you can send a press release to different media outlets.

The benefit is that if a publication or media outlet is interested, the outlet might share the news either via an article or a segment on their show.

A few tips for writing a press release are:

1. Make sure the news is worth sharing

You should be selective about what information that you share in a press release. A few examples of newsworthy information include the launch of a product, introducing a new service, winning an award, or booking a guest speaking spot at a conference.

2. State the facts

Press releases aren’t advertisements and should, if you can, include supporting information to align your business with what’s going on in the world today, making you more relevant. They should also include a quote from a person who can speak to the news.

3. Find the name of a real person

When you’re distributing the release, which you can do by creating a list of media outlets, find the name of an actual person rather than a general email address. While some general boxes work fine, you ensure that your press release gets to the right person by finding his or her contact information. Worst case scenario, call the place up, and ask who you should send the release to.

Here is a part of a press release I wrote for the Atlanta Film Society last year that was published in a local entertainment magazine. The news is that they added new board members:

3 Types of Content To Help Promote Your Business | Lifestyle Business Magazine

Use a press release to share important business developments with the goal of getting a third-party source to comment positively about your work, and give you more clout.

3. Blogging

Blogging can help a business to relate more authentically with its audience while still addressing business-related topics.

Here are three tips for publishing articles on your blog:

1. Figure out what your audience wants to learn

Think about questions your audience might have, and take the opportunity to answer them via a blog article.

2. Determine your voice

The beauty of the written word is that it can be formal or informal. And blogging falls more toward “informal” on the formality spectrum for writing. So you have more leeway to speak conversationally, or even continue with a formal tone if it is your preferred style. Whether clever, bold, technical, straightforward, quirky, or humorous, you can decide, so long as your audience connects, and it is in alignment with your business goals. 

3. Brainstorm

Google is the obvious start, but looking within is also another option. You have different experiences and information that you can share to build credibility, trust, and a level of connectedness with your audience. For example, how did your product or service help a specific business? Why not include a Case Study of the problem, solution, and results for your next blog article?

Here is a copy of a blog article I wrote for an Atlanta-based Point-of-Sale company named COCARD. The purpose was to discuss EMV—chip card technology—in a simple way. So I used personification and humor to answer questions and humanize a new concept that was confusing for a number of merchants:

3 Types of Content To Help Promote Your Business | Lifestyle Business Magazine

Blogging can humanize a business so that people feel more comfortable working with you. And in sharing your knowledge, people are more likely to trust you with their money because they believe in your expertise and you’ve shown them that you care about helping them by freely sharing information that actually helps them.

Create content to help grow your business

Creating content that helps your target audience is a great way to attract more customers to your business and position your business as a leader in your industry. And as I’ve shown you with the examples in this article, words and images can help draw people to your business, earn their trust, and increase the chances of them buying your product or service.

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About the Author

Obinna Morton is a Copywriter, Content Creator, and Journalist. She works with businesses to develop their unique voice through Turns of Phrase. She's worked with the Technology Association of Georgia, Global Atlanta, and Startup Atlanta, and has been featured on Business.com and Women On Business.