Advertising is expensive.

I’ve experienced this first hand with my own freelance content writing and copywriting business.

With an average cost per click as high as $54.91 for competitive industries such as insurance, it’s no surprise that business owners are jumping off the Google AdWords bandwagon to search for cheaper ways to get their business in front of prospects.

One strategy has been found to have a 6x higher conversion rate than other marketing channels.

This is content marketing.

How to start writing content for your business today

#1. Choose a topic to talk about in your blog

You want to stick to your expertise so that you can provide valuable content to your readers (and make it easier for you to write).

While this may limit the number of articles you can write, it’ll help you get started today.

If you run out of content ideas, you can start branching out to other topics that are closely related to your initial topic.

E.g., If you do home renovations you can write about kitchen renovations to start off with

George Bounatsos, SEO expert from Paperclip, explains the importance of sticking to a specific topic:

“If you’re creating content on a wide range of topics, which aren’t tightly related, you can’t naturally place internal links. What I mean by this is, you’re wasting link juice. You’re creating an amazing resource and hopefully, it’ll boost your SEO. If it’s good enough, at least. So go for the 2-for-1 and write about similar topics so you can spread the success of one piece of content to other areas of your site”.

This makes a lot of sense. It’s efficient to write about things you’re knowledgeable about and build up internal links. It’s not so efficient to write content on topics you know nothing about (and need to spend hours researching) and then gaining zero internal links from it.

#2. Brainstorm a list of content ideas

After you’ve decided on your main topic, it’s time to create a list of ideas to write about.

Doing this all in one go allows you to come up with ideas that can follow up from another and allows for more internal links.

E.g., If you run a gardening service your main topic could be about growing new plants. You could write a post about growing winter plants and then link to a separate post for growing summer plants.

See how natural this linking could be? And how it can help your readers?

A real life example of this would be Hirefield’s business category blog section. Although this is a large website with a wide range of content — there are still main topics that ideas are under.

#3. Create a content calendar

Now that you have a list of ideas, it’s time to start writing them and posting them out.

But running a business can get hectic. So it’s a smart idea to create a content calendar and have everything organised in one easy to access area.

Map out the days you intend to post (that fits your schedule and writing limits) and what you’ll post that day.

This is reinforced by Sydney business owner, Russel Betland, from NoMoreBirds, who says that “Setting a monthly post schedule made content marketing very accessible for me. I thought I’d have to spend hours writing a week and always be worrying about it. But I just decided to create a post a month and on the same day. It’s been working for me so far, haven’t missed a month yet”.

A post a month is an easy target to hit and something you can get consistent with easily. Like Russel, you might think content marketing will take up too much of your time. But one way to decrease your time spent writing is to write it all in bulk. Create a few months worth of content and schedule your posts (or do it manually).


Content writing is one of the most cost effective marketing channels for a lot of businesses.

You don’t have to pay a cent. Just write your content and post it on your own blog. Views will come in organically without having to pay several dollars per click on Google advertisements.

To make writing content easier for you, stick to a topic you’re an expert in. Then brainstorm a list of ideas in one sitting and you come up with ideas that complement each other so you can naturally link internally.

If you think content will take you too much time, or be something you can’t stick to — create a calendar. Keep it easy, maybe a post a month. Get consistent and then focus on increasing your numbers.

Now you’re ready to begin content marketing.

Do you have any more questions related to content writing? Ask me below and I’ll get back to you with another post.

Author Bio:

Jordan Zhao is a digital marketer and copywriter. He has experience running his own business providing copywriting services for small businesses at Jordan utilises psychological principles, storytelling techniques, and conversion rate optimisation for his clients. He helps businesses increase their revenues by generating more leads, efficiently delivering their brand message, and establishing themselves as authorities.

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