Marketing Your Franchise: How to Create Compelling Written Content

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Articles, blog posts and case studies can go a long way when it comes to marketing your franchise. But crafting a well-written and engaging piece of work can be tricky, particularly if it doesn’t come naturally to you. To help business owners enhance their communications strategies, we’ve put together a quick guide on how to create compelling written content.


When it comes to promoting a franchise, the standard of written work can make or break a reputation. Something as seemingly minor as a misspelt word, grammatical error or lengthy paragraph can put off a reader and present your franchise as unprofessional. But with our simple tips and tricks, you can learn how to create engaging written content. 

Writing best practice - 12 tips

1. Write about interesting and relevant topics

You could be the best writer in the world, but if you’re not covering topics people want to read about, you won’t get much engagement. Aim to understand your customer base and readership, and pick subjects you think will excite them. 

2. Offer new thoughts and ideas 

If you’re not presenting fresh information or a different perspective on a subject, readers have no reason to read your content above any other piece of writing. Rather than regurgitating existing stories or repeating other people’s opinions, try to find a new angle. 

3. Include content from outside sources

Although this point might appear to contradict the tip above, incorporating extra information into your own written content can be highly effective. Try to weave in statistics and facts to bolster your ideas. You could also include quotes or case studies to add credibility to your work. 

4. Find the right tone

Developing a suitable tone of voice can take time, but it’ll help you create compelling content. The trick is to match your writing style to your target audience. An article aimed at trend-led students, for example, will be completely different to one created for ambitious business leaders. 

Ultimately, balance professionalism with personality and let your passion for the subject shine through. 

5. Guide the reader 

Whether you’re writing an in-depth business guide or a punchy Q&A blog, it’s important to make sure your content is easy to follow. It’s likely people will skim-read the finished piece, so use plenty of sub-headings to guide people through and help them find the information they need. 



6. Create visual interest

A lengthy essay isn’t going to impress many people, so try to use various techniques to keep readers engaged. Bullet points and numbered lists can help convey information quickly, while pull-out quotes and facts draw people in and encourage them to keep reading. Just be careful not to make your content too distracting by over-using these tools. 

Never use a metaphor, simile or other figure of speech which you are used to seeing in print. Never use a long word where a short one will do. If it is possible to cut a word out, always cut it out. Never use the passive voice where you can use the active. Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent.
—George Orwell 

7. Vary sentence lengths

Long sentences can over-complicate things and confuse readers, so try to keep them under 30 words. One of the most basic - but most effective - writing tips is to intersperse lengthy sentences with short ones to keep people engaged. It’s that simple. 

8. Keep paragraphs short 

No one likes reading lengthy, rambling paragraphs, so it’s better to keep them around three lines long. Swapping huge chunks of text for bite-sized nuggets of information will give the piece a lighter feel and keep people engaged for longer periods of time. 



9. Ditch complicated language

While many people believe using jargon makes them sound smart, this approach can also alienate readers. Aim to use simple, direct language and eliminate any unnecessary adjectives, as it’ll help you get your point across effectively. 

10. Avoid cliches like the plague! 

Great content should always feel fresh and exciting, so using cliches is counter-intuitive if you want to engage readers. Try to catch yourself before you churn out tired phrases and metaphors, and find a different way to get your point across. 

11. Include a ‘call to action’

You could be missing out on countless opportunities to keep readers on your website if you don’t include a ‘call to action’ in your written content. Adding links to your other articles or webpages makes it easy for people to continue engaging with your business. You could even direct them towards any relevant products or services you sell. 

12. Add visual content

Complementing a written piece with images can make your content much more absorbing. You could consider using high-quality images, infographics, charts or even videos to break up the text and add interest. Just make sure you check the copyright restrictions of any visuals you choose and always mention the source. 

Popular types of written content 

Here are just a few types of written content you could use to market your franchise: 

  • How-to articles

  • ‘Behind the scenes’ or ‘a day in the life’ at your business

  • Business or employee success stories

  • Failure stories and how you turned them around

  • Disputing popular beliefs/opinions

  • Seasonal or trend-led content

  • Product reviews or comparisons

  • Q&As

  • Interviews 

More guidance on marketing your franchise

Hopefully, these writing tips will help you create compelling content to engage your customers and attract more people to your business. You can find more advice on this topic in our article on how to write a great blog post. 

If you’d like to improve your franchise’s ranking position on Google by introducing an effective communications strategy, check out our complete guide to search engine optimisation (SEO)

Alternatively, browse our most recent business guides or use the search box to find information on a specific topic.

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