Are you a small business owner struggling to make your social media posts and blog content stand out? Ever wish you could create content that not only grabs attention but also boosts sales? You’re not alone.
As a small business owner, you juggle multiple responsibilities, from finances and operations to marketing and sales. It’s a lot to handle! But in today’s digital age, there’s one tool that can make a big difference: blogging.
In this week’s edition of Let’s Talk, our experts explore simple strategies tailored for small businesses like yours. Learn how to write content that sizzles and resonates with your audience, turning silence into engagement and making your business the talk of the town.
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Lisl Pietersz, Communications and Transition Coach, University of Sydney and Solopreneur
“Many small business owners tell me they struggle to consistently create quality blog content. As a ghost writer here are my top blog hacks on how to draw in customers and keep them returning with sizzling content.
“Appeal to your audience. Be clear on who you are talking to and what they want and need to know, as the sizzle is about providing them with value. ‘Speak’ in a tone and style that suits them.
“Use authentic storytelling. Add the sizzle by striking the right balance between providing data or informative content and connecting with your customers on an emotional level. This helps to engage them and makes your content more relatable. A generative AI program can suggest blog topics and draft a story outline on which you can build.
“Be visual. Storytelling is also visual and consider cost effective tech solutions like Canva to create, for example, engaging infographics, polls, and videos.
“Get your backend sorted and check your metrics. Your content can only sizzle if can be easily found. Make sure your blog is technically sound, so it runs smoothly, is well ranked, and provides a great customer experience. Dive into your metrics regularly to understand your customers’ content preferences and make any improvements.”
Karlie Taylor, Head of Marketing at Shopline Australia
“In the realm of digital marketing, content that sizzles isn’t just about grabbing attention—it’s about establishing thought leadership, being relatable, and offering clear actionable insights.
“Firstly, strive to position your brand as a thought leader in your industry. Share unique perspectives, insights, and expertise that set you apart from the competition. By offering valuable, thought-provoking content, you’ll establish credibility and build trust with your audience.
“Secondly, aim to create content that is relatable and resonates with your audience on a personal level. Share stories, experiences, and anecdotes that your audience can relate to, fostering a deeper connection and understanding.
“Lastly, ensure that your content provides clear, actionable insights that your audience can implement in their own lives or businesses. Whether it’s practical tips, step-by-step guides, or actionable takeaways, make it easy for your audience to apply what they’ve learned.
“By focusing on thought leadership, relatability, and clear actionable insights, you can create content that not only sizzles but also leaves a lasting impression on your audience. Keep these principles in mind as you develop your content strategy, and watch as your engagement and influence soar.”
Alice Spraggon, Head of Editorial Content, Sefiani, part of Clarity Global
“Know your audience and be strategic.
“Every piece of content your brand publishes, on any channel, should fit within your wider content strategy. This strategy should be insight-led, based heavily on who your audience is, what they care about, and how what you’re offering can make their lives better.
“The content calendar you build based on this strategy can then reflect and enhance the buyer journey, with blogs tying back to the results you’re working towards. This will mean they also integrate with other activities, for example publishing blogs linked to your earned media campaigns for brand awareness, and promoting blogs as part of your paid LinkedIn lead generation work.
“Your blog calendar should also give you the space you need to respond to current affairs issues where you have a right to play, allowing you to continuously demonstrate your relevance, and unique perspective, to customers.
“I’ve seen many brands defer to pumping out blogs filled with questionable content purely with the aim of boosting their search ranking against key terms. This has been made even worse by generative AI. Being strategic with your blog production, and prioritising quality over quantity, will make your blogs more valuable for Google and your customers.”
Leon Spencer, Chief Storyteller at Archetype
“Content can play a vital role in connecting with customers and stakeholders, but it must be created in line with the bigger picture business strategy in order to make an impact.
“First, understand your audience’s preferences, interests, and pain points. This can be gleaned via direct conversations, third party research, and reviewing the performance of your existing products, content, and digital properties. From there you can also understand the types of content that will resonate with them, as well as the most appropriate channels for distribution.
“Next, when developing content, authors and creators should find the common ground between what is interesting, relevant and timely for their audience, and what the business has the credibility and expertise to talk to.
“Finally, with the right strategy and a topic that appeals to their audience, authors should look to infuse a little personality into the output. This also helps ensure that the content doesn’t come across as a hard sell, but an interesting piece that adds value to the reader’s life.”
Sarah Hughes, Founder of NurseFusion
“The temptation to rely on AI for generating articles is strong, given the unending demand for fresh content. However, the intricacies of truly compelling academic material necessitate a personal touch—an aspect where AI consistently falls short. In academic contexts, where depth and precision of thought are paramount, the need for human intervention becomes even more critical.
“Humanising academic content goes beyond merely simplifying complex theories or injecting wit; it involves establishing a connection that deepens understanding and grabs the reader’s interest. Empathy, often absent in AI-generated text, is crucial in making material truly resonate. Human writers have the unique ability to gauge the emotional undertones of a topic and adjust the content in ways that are contextually relevant and emotionally engaging. Blending thoughtful analysis and reflective insights, human content creators not only inform but also inspire.
“Furthermore, human contributors bring their unique experiences and perspectives to the table, adding a beautiful complexity of layers to academic discourse. This personal input can transform otherwise stale academic content into dynamic and deliciously curious information that encourage deeper exploration and understanding.
“As AI tools become more advanced, the distinction in value between human-generated and AI-generated content becomes stark. The subtle contributions of human creativity and emotional intelligence are irreplaceable, making human-authored content not only more informative but also more engaging.
“While AI can serve as a helpful tool in the content creation process, it cannot replicate the essential human elements that breathe life into academic writing. For content that truly engages and educates, the irreplaceable touch of a human writer is paramount.”
Simran Kaur, CEO, Pounce Agency
“What’s in it for them,” should be the mantra guiding all your marketing content. They’re not reading your blog to get a sales pitch. That’s what the rest of your site is for. So how can your content provide the reader with genuine value on topics they care about?
“Your content is a perfect opportunity to display just how much you and your team know about what really matters to them. That’s how you earn trust, demonstrate expertise and build authority.
“Of course, just about every topic out there is awash in content targeting the same people with (often) the same information and advice. You need a subject matter expert who can give your content the kind of depth and level of insight that can’t already be found with a quick Google search for the relevant keyword.
“Your content also needs to stand out. One way is to come at the topic from a fresh perspective or find an unexpected angle. Another might be to use a colourful analogy that brings the information to life in new and memorable ways.
“Plus, think visually wherever possible, using images, infographics or videos to break up text. Words may inform, but visuals catch the eye.”
Nick Morgan, CEO & Founder, Vudoo
“Blogs are an excellent way for brands to engage with their audiences. However, words can no longer captivate an audience as the digital landscape is evolving at breakneck speed.
“To cut through in this dynamic, complex and crowded environment, video storytelling can be a powerful tool for enhancing customer experiences, with the power to hold viewers’ attention for longer (than static content), allowing the product and brand to be showcased in a captivating way. Consumers today are constantly exposed to video ads on social media and websites, and this new format of advertising that sells products within a piece of content, known as contextual commerce, is gaining momentum.
“With customers increasingly demanding personalised shopping experiences, leveraging technologies such as interactive, shoppable videos can be hugely beneficial – customers can easily shop and check out products without leaving the content they’re engaging with, enabling a seamless link between the moment of inspiration and purchase.
“For brands, shoppable videos effectively drive conversions and track in-video decisions through branching, helping uncover deeper insights. Brands that embrace interactive, shoppable video to enhance customer experiences can significantly benefit from the content commerce opportunity that lies ahead – leading customers’ hearts to checked-out carts.”
Emily Bencsics, Marketing & Digital Specialist, Megantic
“Adding blog content that “sizzles” means writing engaging content that meets the reader’s needs.
“To do this, you need to know more about your reader. This can be done by completing a target audience profile. Figure out their demographics, their wants/needs and their challenges. Only when you have this information, can you write content that meets their needs.
“In an example of selling skincare, you may have many ideal customers and will need to make multiple profiles. For example, someone who wants a clean base to apply makeup, someone who wants to prevent ageing, or someone who needs a quick skincare routine. All these customers may purchase the exact same product, but they are doing so for entirely different reasons. Your blog writing needs to reflect that so you can meet each of these customers where they are.
“Now that you know who you are writing for, you can begin writing your content piece. The topic and content both need to be exciting, engaging and fresh. Rewriting content that is already out there is not recommended, as it may be seen as boring and uninteresting. Try taking a new perspective or offering some new information that others are not showcasing.”
Janet Camilleri, Director and Founder, Front Page SEO
“We are each exposed to millions of marketing messages each day, to the point where business owners may wonder if there is any point adding their content to the mix.
“There is plenty of point!
“With the rise of AI, the key to making your content sizzle is the human factor – and we can do this by sharing our experiences, opinions and stories.
“Human beings have been using story telling for thousands of years to teach and pass on important information, because stories are memorable.
“Using stories in our content – no matter what the medium – helps to engage our audience. People relate to other people; there is a massive swing towards brands which show themselves to be authentic and relatable.
“And as a bonus, Google has already shown a preference for real content when ranking webpages to show in search engine results!”
Ged Mansour, Director, Same Wave Communications
“It’s easy over-egg an approach to blog content, especially when strapping on the boots for the first time.
“Here are some pointers to get started:
- Write for the reader. Sure, the topic needs to be something you’re passionate and knowledgeable about but think about who your audience is. What can you add to their day?
- Sometimes shorter is better, especially when it’s something super timely and you’re keen to set or at least have a voice in a quick-moving discussion.
- Create a calendar with a mix of evergreen and flow content. Evergreen content can be used at various points in time. For example, a PR pro might create a post with basic media relations tips. With a few tweaks, this is evergreen. On the flipside, the same person looking to comment on a scandal or item in the news agenda needs to step on the accelerator, while still taking a considered approach. This is flow content. Having a mix makes for interesting content and less time stressing about your next piece.
- Sweat your assets. Engaging content is great, but not if no one sees it. Share blogs across your social assets, send to key stakeholders who might find certain topics of interest and refer back to relevant blogs for future content. Create once, use often.
- Images can make a difference, especially when sharing content on LinkedIn and other assets, creating a real uplift in engagement. Have a suite of images handy for various topics you’re likely to cover.”
Hayley Osborne, Founder & Digital Marketing Strategist, Hayley Osborne Consulting
“We all read information on “you need to be more authentic in your content”, but it’s the HOW that small business owners, want to know. Mastering the art of captivating sizzling blog content is key to attracting your ideal audience and your website appearing at the top of page 1 on Google.
“The trick lies in creating connecting content your audience are searching for. In essence, the answer to their questions lies inside your blog content. The more interesting you’re able to craft this content in a way that resonates with your audience on a personal level, is the key.
“Here’s 3 steps for crafting a blog that sizzles.
“Step 1 is your hook. This is the clickbait your audience need to click through to your blog. If it’s not clickable, then you may as well consider it a flop. “How to’s OR 3 ways to”…anything that makes them click with the hope of having a quick win is the key.
“Step 2 is your story, the juicy bits in the middle.
“Step 3 is your killer call to action. What do you want your audience to do with what they have read and where do you want to take them next?”
JP Tucker, Co-Founder, Optidan AI
“In today’s digital world, compelling content goes beyond mere attraction; it must also excel in search engine visibility. OptiDan AI transforms how online retailers tackle this dual challenge by optimizing content that not only engages but also performs exceptionally well in search rankings.
“Content must do more than just engage on a surface level. It needs to be strategically optimized to ensure visibility in an ever-competitive digital landscape,” says JP Tucker, co-founder of OptiDan AI. “Just because it may read well, doesn’t mean it indexes well.”
“Start by crafting content that aligns with SEO best practices without sacrificing the user’s interest. Use relevant keywords naturally, focus on creating meaningful headers, and ensure your meta descriptions are both informative and intriguing.
“Invest in smart, AI-driven tools like OptiDan AI to analyze and refine your content. These tools ensure that your content is not only rich in quality but also structured in a way that search engines can effectively understand and rank.
“Keep your content fresh and updated. Search engines favor recently updated content which also addresses the ever-evolving needs of your audience. Moreover, incorporating structured data can enhance visibility through rich snippets in search results, attracting more clicks.
“Engagement is crucial, but so is discoverability. OptiDan AI helps bridge this gap by ensuring your content is optimized for both. As JP Tucker emphasizes, the goal is to build a content strategy that delivers a strong user experience and maximizes SEO potential—because both elements are foundational to digital success.
“By leveraging advanced AI tools and adhering to these principles, businesses can ensure their content not only sizzles with engagement but also shines in search engine results, setting a strong foundation for long-term digital success.”
Adam Moore, Social Media Specialist, The Big Smoke
“When I hear the word “sizzle,” I instantly think of a steak on a hot grill, the sound promising a delicious, mouthwatering meal. But, while the sizzle is exciting, if the steak is bad, it just ends in disappointment.
“When creating content: the fundamental quality of your material (the “cut of your steak”) is key. You can “season” your content with catchy headlines, vibrant visuals, and dynamic videos, but, if the underlying value is low, it will never satisfy your audience’s appetite.
“Just like in cooking, no amount of dressing can transform a poor cut of meat into a gourmet experience. Likewise, no matter how much “sizzle” you add to your content, if the core message or information isn’t valuable, it won’t resonate or “taste” right to your audience.
“So before you turn up the heat and add the seasonings, make sure you’re starting with a prime cut of content – that is what they need to know. Only then will it truly sizzle and satisfy.
“Is your content delicious wagyu or just a rump smothered in sauce?
Josh Gliddon, Content Account Manager, SBM Marketing Communications
“Every piece of great content has a “Hey Justine!” moment. Those moments when Justine and her partner, Vicky, are sitting over breakfast reading their iPads and Vicky comes across something she just must tell Justine about.
“Really good content is also almost always a human story. People want to read about people, and they like to see themselves reflected in the stories they consume. Know your audience and serve their needs. Odds are they don’t want to hear you talk endlessly about yourself. They want to know how you can help them.
“The final way to make content sizzle is to ask yourself: “what would Beyoncè do?” A good pop song has a bar or two and then the hook that grabs your attention. Like an amazing pop song, great content gets the hook in right up front. Even if the reader gets no further than the hook, you’ve got your core message across and you’ve created a “Hey Justine” moment. Job done.”
Anthony Caruana, Co-CEO at Media-Wize
“The best content engages the reader in a story. People have been creating and sharing stories for tens of thousands of years. From sharing over campfires to paintings on caves and on trees, we are wired to tell and connect through stories.
“Facts are important but without a narrative they will never engage and sizzle. I could tell you about a young girl that breaks into a house and steals food and takes a nap. Or I could tell you about Goldilocks and the Three Bears. It’s all about how you tell your story.
“For businesses you want to develop content that informs, educates and evokes a positive emotional response. People love to hear about other people so human interest content always resonates strongest.
“Content that sizzles leverages a personal story, has engaging language and tells people how you will solve a problem or make their life better. That story can be told through words, pictures and videos. Choose the right medium for the platforms where your customers engage and tell your stories with the passion and enthusiasm that you put into your business.”
Shreya Pandey, Senior Content Writer, Jobma
“In today’s information inferno, engagement is king. Here’s where I see the magic happening – weaving polls or quizzes directly into blog posts. According to a Demand Metric report, interactive content generates 88% as many conversions compared to static content. Practice this by crafting headlines with strong verbs and emotional triggers. These elements not only spark reader participation but also provide invaluable audience insights.
“Another sizzling sauce is your data that is undeniably powerful. But dry statistics can leave readers feeling cold. That’s why I firmly believe in the power of data-driven storytelling. Instead of simply throwing numbers at your audience, you infuse them with relatable case studies. Stories make the data human, memorable, and ultimately, more impactful.
“Finally, let’s not forget the power of visuals. This generates engagement rates that are 30% higher. Visuals aren’t just decorative but they should enhance your content and act as a springboard for deeper understanding.
“These all help transform a blog from a stagnant information stream into a sizzling hub of reader engagement. Remember, the key to standing out among the zillions lies in floating an active conversation with the audience.
“Go forth, experiment, and ignite your blog with the sizzle of audience participation!”
Jim Cocks, Business Coach, Author of Build Excite Ignite
“To create content that sizzles, focus on delivering value with an engaging twist. Start with a catchy headline that promises an intriguing benefit, drawing readers in. You’ll want to blend informative richness with an entertaining and empowering tone. Begin with a compelling headline that speaks directly to the reader’s aspirations, setting the stage for transformation. Make it about them not about you. Understand your audience deeply, addressing their specific challenges and goals, and speak directly to them with vibrant, action-oriented language that resonates with their journey toward personal and professional growth. Storytelling is a powerful tool. Share success stories or anecdotes that illustrate the practical application of your content, making the lessons tangible and relatable. Use a mix of direct advice and rhetorical questions to engage the reader actively, creating a conversational and inclusive tone. Visually break up the text with headers, bullets, or impactful quotes to enhance readability and emphasis. Always wrap up with a strong call to action that isn’t just about following your advice but about taking a significant step toward a transformative goal. This approach not only educates but also inspires your readers to act, embodying the proactive spirit of your brand.”
Amber Daines, Founder and Chief Communicator at Bespoke Co.
“Writing sizzling blog content involves a mix of planning, creativity, and effective writing skills. Plus consider these six key factors:
- Focus on Your Audience: Create audience personas to understand your readers’ demographics, behaviours, and needs better before you begin writing.
- Choose the Right Topic, Right Time: Stay updated with industry trends and news to find fresh and interesting topics that matter and are likely to be novel.
- Keyword Research: Long-tail Keywords: Target long-tail keywords to attract a specific audience and improve your chances of ranking higher on search engines.
- Write a Captivating Introduction:
- Hook: Start with a compelling hook to grab your readers’ attention.
- Clarity: Use clear and concise language. Avoid jargon and complex sentences.
- Value: Provide valuable insights, information, or solutions to your readers’ problems.
- Evidence: Support your points with data, examples, and credible sources.
- Use Engaging Visuals: Use photos, charts, graphs, and diagrams to illustrate your points and break up text.
- Land that Strong Call-to-Action (CTA): Value Proposition: Highlight the benefits or value of taking the desired action. Selling is usually a hard no but a chance to connect is key.
Remember to SEO: Optimise your blog posts for SEO by updating keywords, meta descriptions, and internal links. Ultimately, bold, authentic, genuine, and passionate topics always connect with your readers on a deeper level.”
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