You may have heard the phrase, “content is king.” Not everyone likes it, but it holds true. Content and media have created a world where technically anyone can “create” and attract audiences. Social media is content, email is content, and digital advertising is fraught with content. Marketers are quickly realizing that content is the way of moving past traditional or mundane advertising and acting as the bridge between audiences and businesses. Content is more than king – it’s interaction.
As the marketer, you already know that sales come out of connection. No one wants “stale” when it comes to – well, anything, but especially when it comes to your means of connecting with your customers. When you have the right content, designed with building relationships in mind, you can greatly improve on your business’ reputation. Ergo, more sales. Ergo, growth and success.
But how do we make good content? What are its benefits? Read on to find out.
Who Needs Content Writing?
Content writing is king whether you are looking to sell digital or physical products, a website or software applications.
If you’re wondering who needs content writing, the answer is basically “any brand that wants to further its bottom line and improve its relationship with customers.” There are numerous reasons why any enterprise would want to use content writing. Those include wanting increased sales, loyal return customers, savings, and content as a center for profit.
Content is essential for businesses looking to foster growth because it drives search engine results as well, ultimately increasing the traffic to your website and ranks your enterprise among the very best. However, content quality matters. You can’t just spit out any old piece – it has to convey a message and grab the attention of your readers.
What Makes Effective Content Writing?
There’s no true or simple answer to what makes content writing effective. In the end, it comes down to the individual business, its target audience, and what it offers. Effective content writing:
Has catchy headlines that read well. A good, consumable headline can make or break whether a reader will click on your article. It should ignite interest and summarize your topic easily. It should also be concise.
Is researched. You should have the right amount of knowledge on the topic you are choosing to write about, especially if you plan to use statistics and data as support.
Has audience awareness. Concise or goofy or buzzwords may work with one audience but not another. Likewise, your unique voice and brand identity should reflect what you offer.
Is SEO optimized. Search engine optimization implements researched keywords, bulleted lists, snippets, and valuable content to drive traffic and rank pages higher on search engines.
In the end, you want to produce content that audiences want to read. Succesful content will embody your brand identity, underscore your company values, improve on business reputation, and encourage client retention. Suffice to say, high-quality content – and lots of it – is invaluable.
Where is Content Writing Used?
Content writing exists in numerous forms of marketing, such as:
Content Strategy – i.e, the decisions about what content will help to improve the customer base by solving problems or helping individuals make decisions. A plan for efficient processes and well-managed content throughout the enterprise.
Social Media – social media is content, and it is content that helps you connect with audiences. It can exist as Twitter posts, Instagram captions, and even Pinterest boards. There’s a lot you can do with social media that can seriously help in your reach to customers.
SEO – Search engine optimization is content tailored with the intention to rank higher on search engines so more traffic is driven to your website. Search engines prefer websites with well-written content and reward quality with higher ranking.
PPC (Pay-Per-Click) – Pay-per-click is an option for businesses that wish to invest in their digital marketing but may not wish to put in the effort that SEO would require. PPC still requires quality content, as you want to retain customers once they access your site.
Inbound Marketing – the process of helping audiences locate your business that utilizes blogs, events, SEO, social media, etc. to attract, entertain, and engage.
A Word to the Wise – Content Marketing is Evolving
While the digital sphere offers a host of new opportunities, it also involves challenges. Content marketing is constantly changing – which is certainly exciting, but it can also be overwhelming if you’re just starting out. The willingness and ability to adapt helps put you ahead of the game.
The only way to succeed at incorporating content writing as part of your marketing campaign is to start writing. Once you get the ball rolling, you may soon start to see success come from your content that has been tailored towards your goals.