Content Writing is the process of planning your niche/topic, then moving on to writing, editing, and then publishing it. The process of editing web content is usually done for digital marketing purposes. This includes writing articles or blog posts, creative forms of writing, i.e., scripts for podcasts or videos, and Content for social media platforms, like Instagram, Twitter, Facebook, etc.
When people think of ‘content writing,’ their mind immediately turns to ‘writing articles’. However, content writing is important for many things and for various types of content formats, such as email newsletters, social media posts, YouTube descriptions, etc. Simply put, writing is the core for any and all forms of content.
So, what can writing content do? It is one of the most effective ways to generate leads, target SEO, and give your brand identity. In the past year and even now, we have seen consumers and retailers make the shift from conventional methods to entering the digital sphere. Content writing is one of the most influential and widely available for your brand. Using the content writing tool can add value to your work to a larger domain.
“Content writing has definitely played an important role in marketing, even more so because of the onset of the pandemic and the increased importance of social media in these times,” says Titus D’souza, Content Writer and Photographer at The Social Stamp. As the world continues to witness a significant shift towards the digital platform, the constant growth of technology, the internet, and digital media, has contributed to people’s reliance on the online market. As marketing is a key aspect of any brand or business plan, various companies have begun forming their establishment on various digital platforms.
The marketing process is also used by most companies and brands in the digital world. For companies across industries, content, in many ways, is a resourceful marketing tool. Content is the key to bridging the gap between online actions & digital marketing methods.
● Why is Content Writing important?
Content has come a long way since print media. With the advancement of technology and the advent of digital marketing and SEO, Content is the most effective tool for getting your brand recognized in the digital space. One of the crucial ways to connect your brand with consumers or audience is by consistently writing high-quality content.
Content is also a way to engage with your audience and improve customer loyalty. When you encourage your audience to engage in your brand and show them the benefits of your products through helpful information, the customers will keep coming back to you for more.
Digital marketing includes various tools and methods to create brand awareness. This is impossible without inculcating high-quality content. Most of the time, marketers tend to neglect the content part, but the success of their business largely depends on the form of content you share with your end users – be it blogs, website content, videos, visuals, etc., depending on the type of genre the company operates for. There is no doubt that good content is the backbone of every digital marketing strategy. In addition to educating the audience to make smarter decisions when buying a product, it also acts as a key SEO parameter to rank your websites higher.
Nichita Lobo, a Marketing Strategist at Under The Mango Tree, says, “Good writing could be the key to converting profile visitors to customers.” We have seen some amazing content marketing strategies over the past few years. According to research, the fact that 58% of marketers worldwide spent more money creating content shows precisely how important content is as a Digital Marketing solution. Regardless of the type of industry, type of business, or size, brands create social media accounts and create and develop e-commerce websites.
Brands develop content and post it on their websites, which has a significant impact on the reach of their potential customers and every minute offers them a chance to gain a customer. Writing compliments content for digital marketing strategies, backed with relevant tools and techniques to attract the right audience enables brands to produce comprehensible information. This cohesive information provides a unique and recognizable voice, tone, and style across all of your digital platforms.
Every brand needs a voice that customers and audiences can connect to. Understanding that the world of marketing is rapidly moving away from traditional marketing, with buyers quickly shifting to digital technologies in large numbers. In order to shop or purchase digitally or connect with trusted sources, consumers are looking for tools that make the whole process easier and simpler.
Now that we have understood the ‘why’ of content writing in digital marketing, let’s focus on the ‘how to create effective Content writing for digital marketing.
● Effective Content Writing
Good content should include the best of SEO activities; it should be clearly written and emotionally engaging. Ultimately, anything you write about products or services, or anything for your brand, should be something people want to read. Great content adapts to your brand persona, educates your audience about your products and services, and creates possible future consumer engagement approaches.
At the same time, consistency is also crucial in the delivery of your written content. Weekly, bi-weekly, or monthly posts will put your content at the forefront of search engine algorithms and will ensure your information is delivered consistently. Similarly, creating backlinked and shareable content is an effective way to get traffic back to your website as well as to your social channels.
Here are a few tips that can help you improve the quality and quantity of your written material:
1. An impressive headline
Giving a catchy headline to your articles or blog posts will determine whether the audience or consumers will read your work entirely. If the headline doesn’t grab their attention, stir emotion within them, or pique their interest to know more, then you may not get the results you want from your content.
2. Keep the audience hooked
Once the reader starts reading your article or blog, you have around 3 seconds to keep the reader hooked to continue reading. The first sentence then plays a vital role in deciding whether the reader will continue reading the rest of the content or not. Hence, your content should capture the reader’s attention and lead them smoothly and gradually into the rest of the content.
The process to create attractive and exceptional content begins with extensive research. Make sure you research the topic thoroughly and gain as much knowledge as possible. Make sure data and stats back your content in order to establish credibility.
4. What’s your purpose?
Regardless of what content you put out, make sure you understand the purpose of why this content is going out and what single message you are trying to get across. Keep this at the back of your mind, so that when you are creating your content, it is connected or tied to the message.
5. Unique voice
When you are an individual writer, the content you write has your opinions, perspectives, etc., which means your work has your voice – making it unique. When it comes to a brand or company, the content you publish or post is ultimately your company’s voice, and it reflects the company’s values. Hence, it has to be unique to your company’s personality. It’s crucial to align the tone of your writing with your target audience, business goals, and brand personality.
6. Digital Content
The best digital content focuses on comprehensibility and often consists of short paragraphs, short sentences, and bulleted points. It is crucial to optimize digital content using the best SEO practices and the latest SEO content strategies.
Once you have made your first draft, go back and think of ways to polish up the rough edges of your writing. In most cases, even if written by experienced content creators, writing will improve after going through a round or two of editing.
Writing isn’t for everyone. However, if you decide to change the world, writing is probably the sword you need, aka it is one of the best ways to bring about change. Good content can help solidify associations with your best prospects and leads. Yes, you can create awareness about your product through content marketing, but it doesn’t just stop there. This audience also needs to be nurtured. Effective content writing is critical to converting website visitors into happy customers. Not only is it about publishing content, but also creating high-quality content. Search engines crawl the content on websites and reward those with well-written articles by ranking them higher in search results.
“If running any business is the mind then creating the content is the heart. If businessmen are the king, then content writers are kingmakers.” – Medium