First up, what do we mean by compelling content for your equestrian business?
Compelling and engaging content for an equestrian business informs, educates, entertains, and inspires its audience. It is mainly long-form in nature and opens up further communications and dialogues.
Anything you send out to the big, wide world showcasing your equestrian business can be compelling content – social media posts, reels, blog posts, featured articles, videos, leaflets, product info…the list is endless.
Discover more types of content and inspiration for your own content creation in this handy blog article: “Examples of content for equestrian businesses”.
If you’re in the equine industry, you know how hard it is to stand out in a crowded paddock.
Like it or not, whether you’re selling products like saddles, or offering services such as bodywork, creating engaging, compelling content for your equestrian business is an ongoing important part of your marketing strategy.
Compelling content is the lifeblood of any equestrian business looking to stand out in the digital world. By creating engaging content for your target audience, you’re not only boosting your SEO rankings, but you’re also building trust, credibility, and a community of loyal supporters.
“Quality, relevant, engaging content turns curious clicks into committed customers!”
So, let’s jump straight in with…
How to create compelling content for your equine business
1. Know your audience like you know your horse
The first step to creating engaging content is to know who you’re writing for. What are their interests? Their pain points? What are they looking for in reading your content?
Once you know your audience, you can tailor your content to appeal to them.
For example, if you’re writing for a group of horse owners, you might share tips on horse care, training, or riding. If you’re writing for a group of equestrian enthusiasts, you might share news and stories about the equestrian world.
- Know your dream customer’s deepest desires and problems
- Give your followers content they’ll resonate with
- Use your social media platforms to listen in on what your audience is talking about
2. Be a helpful Harry
Your content should provide value to your audience. This could mean sharing tips and advice, offering tutorials, or simply providing interesting information about your equestrian niche.
When you’re writing your content, keep your audience’s needs in mind. What are they looking for? What information would be most helpful to them?
- Don’t sell, sell, sell – give value above all else
- Create content relevant to your audience’s needs
- Ask your audience what content they’d love to see and invite conversations
3. Be real and relatable
People buy from people! It’s true – people connect with brands that feel like friends. So let your personality shine through in your content. Share stories, anecdotes, and behind-the-scenes stuff – as much as you’re comfortable doing so. Remember, it’s your business – your rules.
This will make your content more engaging and relatable. It will also help your audience connect with you on a personal level.
- Don’t be afraid to show the bloopers – nobody wants to see ‘perfect’!
- Keep within your comfortable boundaries whatever they may be
- Stories on social media are a great place to get more personal as they disappear
4. Remember an image is worth 1000 words
People are more likely to engage with content that includes visuals, such as photos, videos, and infographics. So don’t be afraid to use these wherever possible in your content.
Visuals help break up your text, make your content more visually appealing, and help people understand your message more easily.
- Use high-quality images and graphics
- Add keyword-rich alt text to your images for SEO benefit
- Consider adding video content for that extra wow factor
5. Short n sweet is your friend
People have short attention spans, so keep your content concise. Short and to-the-point social media posts work well, and if writing a blog that has a longer word count (like this one!) break it up into sections, use subheadings and even add graphics or images.
If your content is too long, people will be less likely to read it. So, get to the point quickly and make sure your message is clear.
You confuse – you lose; you make it clear – you’re Business of the Year (something like that!)
- Use headings and subheadings
- Remember bullet points and bold text add clarity and impact
- Keep paragraphs short and sentences shorter
6. SEO ain’t just a buzzword
We hear this term thrown around a lot, but what’s the deal?
SEO involves many moving parts, namely keywords, backlinks, website technical performance, and other jargon. It’s a whole different rodeo on its own, but you should aim to have the basics sorted, at least. It’s important.
- Use relevant keywords naturally throughout your copy
- Optimise meta descriptions and title tags
- Make your site mobile-friendly; that’s non-negotiable these days
7. Promote your content
Once you’ve created great content, don’t forget to promote it!
Share it on social media, email it to your subscribers, and submit it to relevant websites and publications.
The more people who see your content, the more likely you are to reach your target audience and grow your business.
- Cross-post content across all your social media platforms
- Remember no one sees all your content so keep promoting it
- Consider collaboration with similar brands to promote to each other’s audience
8. Consistency, consistency, consistency
Just like with training horses, consistency is key when it comes to content creation. The best way to build an audience for your content is to be consistent with your schedule.
Aim to publish new content on a regular basis, even if it’s just once a week. This will help people know when to expect new content from you and keep them coming back for more. Plus, it helps with the algorithms, too.
- Keep to a regular posting schedule that suits you
- Stick to a consistent brand tone of voice and writing style
- Use your brand colours and logos consistently so they become recognisable
9. Engage with your audience
Don’t just post and ghost! Take the time to engage with your audience by responding to comments, answering questions, and jumping into online discussions.
This will help you build relationships with your audience and make them feel like they’re part of a community.
- Like horses, your followers love being part of a ‘herd’!
- Spend a little bit of time every day engaging online
- Leave valuable comments on posts where you can
10. Perfect the perfect headline
David Ogilvy once said: “I never write fewer than sixteen headlines for a single advertisement.”
While you may not need to create 16 headlines or titles for your content, there’s no getting away from it. Your headline’s the hook. So, make it irresistible.
- Keep it short and snappy
- Add specific facts or figures or use strong adjectives
- Think about what would make you click if you were your audience
11. Tap into Storytelling
Even if you’ve been living under your muckheap for a few years, it won’t have escaped your knowledge that story-telling has taken the online content world by not just storm, but by hurricane!
Telling a story is the most engaging, captivating, and empathetic way to create content that is going to really resonate with your ideal clients.
Plus, it pleases Google’s EEAT algorithm (one of the Es is for Experience) so Google loves stories, too. Always a bonus.
- Share personal experiences that your audience could relate to
- Use descriptive language to paint a picture in their minds
- Keep it real; authenticity goes a long way
12. Call-to-Action is your secret weapon
Have you ever heard the saying, “You don’t get what you don’t ask for?” That applies here.
Nobody is going to report you, disown you, or horse-whip you if you ask for the sale in your content.
Your call-to-action buttons don’t need to be asking for money straight-up; even asking your audience to read another blog post or check out your website is a valuable ask.
- Be clear and specific about what you want your readers to do next
- Use strong action words such as ‘discover’, ‘reveal’, or ‘unlock’
- Make your CTA easy to see/find and click, especially on mobiles
13. Analyse and Tweak
Ever seen a jockey adjust mid-race? Be prepared to do the same with your content.
Content, whether it’s social media, blog posts, or printed material, is never just set and forget. If something is taking off – do more of that. And if something is falling flatter than our show jumps on a bad day – try something else.
- Keep an eye on your analytics to see what’s working or what’s not
- Listen to feedback from your audience and ask for specifics
- Don’t be afraid to update older content if it’s going stale
14. Be a patient pony
To use a cliché – Rome wasn’t built in a day, and neither is your brand.
It takes time to build an audience and a loyal customer base for your business; sometimes, a very long time. When someone says they were an overnight success – they’re lying!
But it will happen, so don’t get discouraged or give up in the meantime. Keep creating content that will serve your customers, be consistent, and have belief.
- Keep creating and promoting your content
- Don’t compare yourself to others
- Make sure to look after yourself and take time out from your business when you need it
15. Know the power of networking
Don’t underestimate the power of a good ol’ chinwag with your peers in the industry.
Connecting with others in the same boat is good for the soul. We all have our struggles, blocks, and difficulties, so don’t be afraid to swap stories with others.
Plus, networking where your customers also hang out is a great way to offer help and value, while growing awareness of your brand.
- Guest post on other equestrian blogs
- Always be genuine and offer value
- Find your ‘biz bestie’ and help each other out
16. Have fun!
Lastly, creating content should be enjoyable. If you’re struggling, it will show in your writing.
Relax, be yourself, and let your passion for horses and your business shine through.
When you’re having fun, it will come across in your content and make it more engaging, compelling, and addictive!
Over to you
Has this article sparked something inside you and got you excited to start creating amaaazing content for your audience?
I hope so!
If you’re still spooky about scripting, I have a couple of articles that will help.
First, have a read of “The 6-step process to pen the perfect blog post”. It goes in-depth on the exact process you need to take to plan, research, and optimise a great blog post that will engage your audience, drive traffic to your website, and even convert to sales for you.
And check out my article on how to improve your copy for your equine business, full of proven tips and hints. It’ll give your content-creating muscles a workout and help you create content that inspires, attracts, and sells!
Did this article help? I’d love to know what you thought of it so drop a comment below and make sure you’re on my mailing list for early-bird access to all the good stuff; including actionable advice, accountability, and special offers to help you grow your business.
