Form of Company content

“The right type of content, in the right place, adds value to the life of the person reading it.” ~ Heike.
There are various forms of business content for internal and external use, in this resource we cover 10
forms of content for small businesses:

1. Business information pack copy

A business information pack is a well-designed document saved in a PDF format.
It includes the following information: About your business, target audience, purpose, objectives,
products/ services, team, rates, and contact details.
The business information pack can be used when liaising with potential partners, suppliers, and
other stakeholders. It is also a great resource to use when your website isn't live yet and you need
to share company information in a professional way.
2. Company description copy
A short description of your business. It is usually just 3-6 lines covering the basic details of the
business: what you do, for who, location and operating times and contact details. The objective of
a company description is to provide the recipient with basic information about your business.
3. Team description copy
A short description of each senior team member. The description usually includes their full name,
role, experience, and skills. This information can be used on your website, proposals, and social
media.
4. Email sales pitch copy
An email sales pitch differs and depends on the nature of your business. It usually includes the
following:
● About the company
● The value it will add to the recipient’s life
● Key information
● About your service or product (i.e why it is so great)
● The outcome of the offering
● Testimonies from a previous or similar project
● Call to action for getting in contact or making an order.
The objective of an email pitch is to inform the potential customer and secure the sale.
5. Website copy
Website copy is all the content and information you need to share with your potential clients.
A standard small business website is usually made up of copy for the Home page, About,
Services/Products, News/Blog, and Contact Us. It is advisable to make use of a professional
website copywriter to create your content for you.

Good website copy is written for search engine optimisation (SEO). Notable key words must be
used in your copy to ensure you attract the right people to your website and business. The tone of
your copy should be friendly, informative, purposeful, engaging, and should be shareable by your
readers.
6. Social media copy
Social media copy is the short-form content specifically written for social media platforms such as;
Facebook, Instagram, Twitter, TikTok, LinkedIn. Social media content for a business is usually
planned one month to two weeks ahead of time, and saved in a document called “Social Media
Content Plan.”

Social media content must be engaging, on brand with tone and voice, encourage an action or
influence the reader.

Before the content is written, businesses often first have a social media strategy developed by a
marketing strategist. The strategy will give direction in terms of tone, target market, social needs
etc. to inform the social media content writer.

All social media content posts are accompanied by an image to match the copy. We elaborate on
social media content in the marketing module (Module 9.)
7. Press release copy
A press release is a long form piece of content usually written by a public relations (PR)
professional for the media. The content in a release is written in a way that informs the media and
answers any questions they might have about your business offering or an announcement. It is
also often seen as an official statement by a company or on an individual for the news, also known
as the media or press.
8. Product and service description copy
A short description about your product or service, why it is important, and why the customer
should buy or use it.
9. eNewsletter copy
A newsletter is in most cases a digital form of content written on behalf of a business and sent to a
database of clients who have shown interest in your offering. The content in the newsletter often
markets and informs them of products and services offered.
A newsletter often gives readers an opportunity to after reading the content to click through and
purchase the product or service. It is a great way to market to those who you know are interested
in your business.
10. Advertising copy
Copy for an advert is written with one purpose: to get a product or service sold. It is usually very
short, to the point, and drives or influences an action.
Self reflection: Which form of content do you require for your business?