Some of the most successful businesses are those which maintain an open dialogue with their customers, whether existing or potential new ones.

There are many ways to do this and, together with all the various marketing techniques you can employ, there is also a lot of power in the written word.

Here are a few top tips for using content to communicate with customers.


It doesn’t matter how good you are at what you do; if your website is full of spelling mistakes and grammatical errors it could be costing you valuable new leads. Particularly if someone is comparing the market, it could be the deciding factor between you and the competition.

Regular updates

If you have a ‘news’ section on your website, make sure you use it! There’s nothing worse than clicking on a ‘latest news’ tab only to find it hasn’t been updated since January 2014. This just gives the impression that you haven’t done anything since then. Try to update this with your company news, recent projects, charity support etc at least twice a month. That way anyone looking will see a very busy and successful business.

Get blogging

If you’re good at what you do and know what you’re talking about, then why not share that knowledge with people? Blogging can be a great way to attract new customers. Useful articles that will help people in their day-to-day lives are more likely to be shared around, resulting in more exposure for your business. If you’re an accountant, for example, then why not tell businesses how the next change in legislation will affect them? If you’re a painter and decorator, why not share your top tips for even wall coverage?


Getting people to sign up to a newsletter via your website is a great way of adding to your database of contacts. It also helps keep you fresh in the minds of existing and previous customers who may require your services again. Make sure it’s relevant to the industry and full of useful information, but keep it short. One side of A4 sent out once a month or every other month will do. You don’t want to bombard people too often. Features which encourage customers to engage with the newsletter content can also be successful. Ask people to send in examples of where they have used your products, for example.

Press releases

If other people aren’t singing your praises, make sure you do! Don’t let opportunities such as awards success, new offices, company expansion, jobs, big contract wins, charity work and so on pass by without getting a press release written and sent out to the relevant local, regional, national or trade media. Again this shows potential customers you are a leading and credible business in your field and will hopefully help establish you as the ‘go-to’ company for your service.