Definition of "Content"
Before we understand what is content writing, it is important to understand what basically is ‘Content.’
The very general definition of content is that “it is the information and experience that is fed to the audience through publishing, art, and communication”. A photo, an article, a video, and even audio recordings can be considered content. Hence, the basic mediums for the generation of content are;
- Audio
- Video
- Text
Anything presented to convey a message, an idea, or thought is content. The rate at which content is consumed is remarkably high. We are surrounded by content, just in different forms. It’s important to know that people love the information that’s easy to consume, that’s simple and that gets the point across.
What is Content Writing?
Content writing could be referred to as “the expression of ideas or conveying the message in the form of words in such a way that it reaches the maximum number of people making them aware of a product, service or brand.”
Marketers and business owners publish content, also known as copy, online for many reasons. They may be looking to increase the traffic to their website or to inform their customers about a new product or service. But above all, their main goal is to reach a target audience that is most receptive to their well-crafted messages.
Is it same as Copywriting?
No. Copywriting refers to the process of writing persuasive words that inspire or motivate people to take a specific action. Copywriting is one of the most important elements of advertising and marketing.
Key differences between Copywriting and Content Writing?
It is critical to know the difference between these two art forms, i.e., Content Writing and Copywriting so you exactly know how to present yourself as a brand and how to find new clients for your brand.
Content Writing is very different from Copywriting, they often have different styles, tones and techniques. So, there are 3 key differences between content writing and copywriting.
1. The Purpose
Copy is written with the purpose of creating a sale. It might be a sales letter or a Facebook Ad. Anything that’s written with the purpose of creating a conversion or a sale is copywriting. Content, on the other hand, is written with the purpose of creating engagement. Your blog posts, Instagram posts, captions, images, graphics, etc. are all pieces of content that are used to create engagement and this is nothing but content writing.
2. The Direction
Copywriting is extremely one-directional. It’s linear, strategic, intentional and it ends with a singular call-to-action which is normally to buy, or to convert-in. A very good copywriter will write every single sentence in a way that entices the reader to read the next sentence. They’ll guide a reader through a buying experience, with the end result of taking that most wanted response of sales or leads. Content, on the other hand, is very multi-directional. It’s like a conversation between friends. A good example is a blog post. Content writing is often targeted at multiple different sources and locations and multiple different questions and call-to-actions included in a blog post.
3. The Goal
Copy presents an offer and hence the goal of copywriting is always to increase conversion rate and ultimately, increase revenue. Content, on the other hand, creates engagement and focuses on building brand loyalty. So, the goal of content writing is always more likes, shares, comments, and adding goodwill and value to your business.
Now, one need not be important than the other, as every business absolutely needs both. The more content and value you add, the more brand loyalty you create and the easier it is to sell. The good news is that they are all intertwined.
Why is content writing important in Digital Marketing?
Digital marketing includes various tools and techniques to create brand awareness which isn’t possible without the use of great content. The success of any business is primarily determined by the kind of content one shares with its end users. It can be blogs, website content, videos, visuals, pictures, etc., depending on the genre that a business is working for. Content Writing is important;
To build brand awareness
People need time and awareness to like your products. Writing appealing content and then publishing it on various channels for your target audiences can help them discover more and more about what you are selling. The content will reach your potential customers and create an impression of your presence in the market.
For Search Engine Optimization (SEO)
Well-written content with the most searched keywords is an essential part of Search Engine Optimization, in the process boosting the brand’s Google rankings.
Achieve Backlinks
Uploading creative and informative content on your website relevant to your business drives traffic of readers and like-minded individuals to your website and over time, these individuals will start to share, mention, and link your content when discussing your products or services, thus bringing fortune to your SERP rankings.
Audience engagement and retention
Consistent, high-quality content writing is an invaluable way to connect brands with their consumers. Good content improves audience engagement and retention encouraging them to participate in your brand and delivering useful information will also ensure customers keep coming back for more.
Content Writing for different marketing channels
As there are various digital marketing channels, the ways of writing content may differ for every channel.
1. Content Writing for Websites
A website represents a company or product/services and also showcase its reliability to the audience. While writing content for the website it is important to make sure that the audience lands on the website. This is achieved by writing SEO standard content which means to write content as per the searches of the audience relevant to the product/services. Only then the website can rank on the top result pages of the search engines. Content writing for websites should be short and must include catchy headlines to grab the attention of the audience. Too much content can make the audience exit from the page.
2. Content Writing for Social Media Channels
There are various social media channels like Facebook, Instagram, Linked In, Twitter, YouTube, etc. Content writing for social media channels includes various aspects like posts, feeds, descriptions, bio, call to action, ad campaigns, and so on. Therefore, it is important to write engaging content in all of these aspects to increase brand recognition and fulfil the interests of the audience. The content writing on social media channels should be more communicative to keep the audience engaging. It should be short, simple and talk about the benefits of the product/services. This enables to build a positive impact of the audience towards the brand.
3. Content Writing for Emails
Content Writing for emails comprises a subject line, salutation, email body/message, call-to-action, etc. While writing content for emails it is important to write the benefits of the products/services rather than the feature. Short content for the emails creates interest in the reader to read. The subject line should focus on what is inside the email for the audience and great content on the subject line can grab the attention of the reader. The call-to-action part of the content should be written in an actionable phrase. The contents for the emails must be personalized, as this can increase the click-through rates.
4. Content Writing for Google Ads
Google ads enable to target active users who are more likely to make searches relevant to the product/services. As Google ads allow only a limited number of characters, it is extremely important to make the content count by writing less that fulfils the intents of the audience. Another important aspect in content writing for google ads is that use the right keywords as per the good search volume as well as placing the keywords appropriately. It is recommended to repeat the keywords 2-3 times in google ads content for better ranking. While placing keywords make sure to add them in the URL slug, Headline1, Description1, and also in CTA-Call to Action. To increase credibility always be specific that the Google ad content and URL of the landing page are matching. This makes the audience know that they’ve found what they’ve been searching for.
Strategies used in Content Writing
In order to effectively engage with your audience and outperform your competitor’s marketing initiatives, one must adhere to certain set of strategies to come up with unique, creative and useful content.
Keyword Research before creating content
Before writing any content for any purpose it might be, finding out everything about it is extremely important. Keywords are crucial in content marketing as an address is for a house. By infusing the right keywords enough times in your article, your work will have a better chance of appearing in the top SERPs. Research on keywords relevant to your topic, trends in the niche industry, and competitor strategies and get well acquainted with them before creating content.
Understand Buyer Persona
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. Think about the end-user who is going to read or view your content i.e., your target audience, and create content with them in mind. The best way to develop a buyer persona is to analyze your customers and identify their needs and demands.
Example
| Content Idea for Persona 1: Home-Maker motivated by savings | Content Idea for Persona 2: Home-Maker with environment friendly mindset |
|---|---|
| BLOG POST HEADLINE: | BLOG POST HEADLINE: |
| “4 Things you didn’t know that is raising your Utility Bill.” | “Top 10 ways to make your house Green” |
| “How to read your Utility Bill: Is it calculated correctly?” | “How to reduce your Carbon footprint in your city” |
Follow the AIDA Model
Popular brands use the AIDA model to craft marketing messages to its target audience at each stage of the buyer’s journey. The AIDA model describes the four stages a consumer goes through before making a purchasing decision.
Attention, Interest, Desire, and Action. By creating content and structuring your website with the AIDA model in mind, you make the readers and viewers of your content, develop certain attitudes or emotions about your brand or business, which ultimately compels them to take an action. So, here’s how you can implement AIDA in your content writing,
A: Grab attention with a magnetic headline
I: Generate interest by showing reward
D: Move the reader from needing to wanting
A: Lead the reader to make an action
Attention is grabbed through your headline and the other three aspects (interest, desire, action) will be implemented into the body of the content.
Write entrancing headlines
Headlines are really the most important part of your article or blog writing. It is the first thing that can grab the attention of a reader or web visitor, so you need to get them right. The headline should be such it should draw the attention of the reader towards wanting them to continue reading the rest of the article.
Quick tips to write amazing headlines are as follows;
- Ensure that the message in your headline is ‘to the point’
- Headlines should highlight the ‘benefit’ to the reader
- Headlines should always resonate with the readers’ pains or issues.
Tools to enhance your Content Writing
Now, these tools are not textbooks, they are simply meant to optimize, and not write your content for you. So always trust your own logic and judgment.
MonsterInsights - Headline Analyzer
MonsterInsights Headline Analyzer tool rates your headline on a scale of 1-100. All you have to do is enter your headline and the tool will show you the overall score of your headline. The best part about using MonsterInsights Headline Analyzer is that it gives you instant feedback such as a review of the word balance in your title and it looks for common, emotional, and powerful words so that you can create a more impactful headline and this tool even provides suggestions on how you could include them in your copy or content.
Grammarly
Grammarly is a great tool used by millions of professionals around the world. This software helps you detect and correct all spelling and punctuation mistakes. What’s even greater about the tool is that it provides real-time suggestions and guidelines on how to correct those mistakes. It negates the burden of making spelling errors and grammatical mistakes by proofreading on your behalf and saving your time. You can add it as an extension in your Chrome Browser.
Hemingway Editor
Hemingway app is an editor tool that does not let you beat around the bush. This tool helps you keep your content clear and concise yet relatable. It uses different color codes to highlight unnecessarily long, complex, and difficult sentences so you could go ahead and optimize your copy which is precise and has a powerful impact.
Speechnotes
Speechnotes is an online notepad that takes dictation. It will also read your writing back to you. It only works with Google Chrome and even has a premium extension available with more features. It includes punctuation, formatting, and auto-saves your work as you go. It works with 10 different languages and is completely free. This tool allows you to take a break from typing so that you could make yourself comfortable and let it be your transcriber as you create and write.
