Blogging for Business, Blogging+Career

4 Types of Written Content Your Family-Focused Business Needs to Increase Engagement

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Parents are on a never-ending quest to learn everything they can about raising children, balancing their careers, and holding themselves together in the process. No matter how perfect a parent thinks they are, there’s always a bit of doubt circling inside their brains. (I’ve been a parent for almost two decades, so I speak from experience).

And, while most parents want to believe they have everything handled, they actually need help. As a family-focused business, you have the power to do that through relatable and informational content, like blog posts or e-books. Whether it’s providing tips on signing your kiddo up for sports or helping parents navigate the confusing teen years, your content can help you connect with families in a much more profound way than just offering them a product.

And the research doesn’t lie. Sixty-five percent of consumers feel more connected to brands when they’re active and build a strong following on social media, for example. People see brands that focus on creating helpful, relevant content for their audiences as more down-to-earth and “human.”

There are numerous of content for family-focused business growth that you can include in your content marketing strategy, like infographics and YouTube videos. But there’s something about the written word that has a lot of power to engage audiences. Here are four written content forms that you’ll want to focus on to reach parents and families.

content for family-focused business

Photo by Guillaume de Germain on Unsplash

#1: Blogging

Why it works: Regular blogging can build relationships by solving problems and offering helpful advice. Your blog can also act as a conversion tool by bringing awareness to your products and services.

Blogging continues to be one of the most used content marketing strategies. That’s because it works. Business owners in just about any industry can benefit from having a thought-leading, helpful, conversational, and updated blog.

A regularly updated blog (i.e., blogging at least once per week) can:

  • Increase your SEO power, allowing your website to climb up the search engine rankings
  • Make your site more likely to rank for your desired keywords
  • Boost readership
  • Increase the likelihood that your audience will share your posts
  • Give you more social media content to post
  • Help you position yourself as a thought leader

#2: Long-Form Content

Why it works: Long-form content for family-focused business can help you establish yourself as an expert in your industry. This makes your audience more trusting of you and your business. This content can also drive traffic to other areas of your site, your social media channels, or even your product pages.

Long-form content consists of several forms of written content that are much longer and more in-depth than a regular blog post. You can take a blog post topic and expand it into an ultimate guide on that topic to give parents a deeper knowledge of the subject instead of an overview.

Here are some examples:

Blog topic: 6 Ideas for Helping Your Preschooler Develop a Love for Reading

→Long-form topic: The Ultimate Guide to Teaching Your Child the Alphabet, Phonics, and Beginning Sentence Structure

Blog topic: 8 Tips for Fostering a Love for Budgeting In Your Children

→Long-form topic: A Parent’s Guide to Teaching Finances and Raising Financially-Savvy Kids

Blog topic: Helping Your Child Through Your Divorce: Helpful Dos and Don’ts

→Long-form topic: Navigating Divorce with Your Child: A Resource to Help You and Your Child Overcome Divorce Together

As you can see, you can go into a lot more detail with long-form content than you can with blogs. Long-form content usually is based on an outline that digs deep into anything someone would want to know about that topic. Or, you can use it to create an ultimate, go-to resource that garners more readers and shares than a blog post.

Think of a blog post as a quick-fix for your audience and a way to spark conversation. Long-form content offers more value to your audience. It is your way of saying, “I know what you need; here are all the things you can do about it.”

Pillar articles and white papers are two incredibly helpful pieces of content for your business.

pillar article is an in-depth guide that links to other shorter blog posts on your website. This content can keep your audience on your website, soaking up the valuable resources you provide. The longer someone browses your website, the more time he or she has to consider purchasing from you instead of clicking away from your page. Plus, you set your blog up for internal links, which are super helpful for SEO.

whitepaper is a downloadable asset, usually in PDF form, that’s packed with helpful information for your audience. As a family-focused business, you can relay some incredible information for parents, caregivers, and educators in a white paper, culminating in a brief description of your company and the services or products you offer to help. Businesses also use whitepapers as case studies to highlight how they’ve been able to help other businesses or consumers, depending on whether they’re B2B or B2C companies.

content for family-focused business growth

Photo by Alexander Dummer on Unsplash

#3: Social Media Content

Why it works: Social media content can go viral, which gets lots of eyes on your content. Modern consumers also prefer to keep up with their favorite brands on social media, making the perfect opportunity for you to meet them where they prefer.

Nowadays, social media practically provides free marketing. Get a few posts to go viral, and before you know it, you have a whole new audience for your business.

And family-focused businesses have somewhat of an advantage. Parents are on social media, and they absorb parenting content through social media channels, from veterans like Facebook to newbies like TikTok.

Once people start following your content because it relates to them, they’ll often check out your profile or bio and find the links to your products or services. If your sales funnel is set up thoughtfully through your social media channels, you’ll transition people right into becoming new customers.

One of my favorite examples of awesome parenting content is Big Life Journal, which has a strong presence on Instagram. They share lots of carousel posts with easy-to-follow tips for parenting young children, usually ending the post with a CTA that encourages parents to click the link in Big Life Journal’s bio to download free printables related to those tips. Once someone clicks over, they end up on the Big Life Journal website, where they can also shop for paid resources.

If you’re venturing into social media, you can start with just one or two platforms before expanding into others. Use a content calendar to plan your content, which saves time and keeps you on a consistent posting schedule.

#4: E-books

Why it works: E-books are the perfect resource for passively generating leads. One incredible, evergreen e-book that speaks to your audience can bring you leads and sales for years to come.

While blogging and long-form content are excellent tools for keeping your audience engaged, an e-book is what targets your audience in the first place and converts them to paying customers.

When you visit your favorite websites, you probably see pop-ups that ask you for your email address in exchange for a free e-book. Website owners know that more people will be willing to hand over their email in exchange for something valuable. By offering a free e-book on your website, you’re not only giving potential customers a taste of your company for free. You’re also building a subscriber list full of warm sale leads.

Your e-book should contain 95% helpful content on a topic your audience wants to know about and no more than 5% promotional material offering ways your business can help.

If you sell baby gear, for example, a helpful e-book can be something like “29 Ways to Save Money on Baby Gear Before Your Bundle of Joy Arrives.” Your book can mention a few ways that your company can help save your customers money, like with your rewards program for frequent shoppers or through your mobile app, which provides exclusive discounts for users.

“Help! Where Do I Start with Content Creation?”

Do you need some help creating content for your business? Outsourcing your content to a professional content creator is one of the best ways to free up your time as a business owner while still investing in your company. If you think a winning content creation strategy might be the next step for your business, feel free to reach out to me.

I originally wrote this post about content for family-focused business growth for my LinkedIn audience. Feel free to connect with me there!

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1 Comment

  1. BFLC


    Nice content and guide that everyone can follow through it.

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