It doesn’t matter what industry you’re in, who your customer is, or what type of marketing strategy you’re running, you need content.
In fact, it’s impossible to build a competitive brand that effectively engages customers without content.
The only question is, do you know how to create quality content that moves the needle for your brand?
Content can take on any number of shapes, sizes, and mediums. And while video, graphics, and even audio (such as a podcast) qualify as content, we’re specifically looking at content writing in this guide (along with our other ultimate guides).
Content writing refers to the creation of content that’s developed for the expressed intent of connecting with an audience, engaging them, and pushing them further down the sales funnel until they become customers.
Some content writing is salesly in nature – like direct-response style copywriting – while other content writing is much more organic (like a blog post).
Either way, content writing (especially when starting a new blog) plays a key role in helping your brand communicate ideas, build trust, and connect with your target audience.
Research shows that 87 percent of marketers currently use content as a key piece in the buyer’s journey. Here are a few other curated data points that emphasize the importance of developing quality content:
We could rattle off dozens of data points like this for every single content medium, but hopefully this sampling of statistics gives you an idea of just how important good written content is to your brand.
Content writing takes on any number of shapes and forms. And while your brand certainly doesn’t have to tackle every single type of content, it’s smart to at least be familiar with what’s out there. Here are some of the most common:
Quality is far more important than quantity. While there are large brands that are able to excel with each of these elements, they typically have entire teams dedicated to each medium. If you’re running a small business or solo practice, you won’t have those same internal resources available. In light of this, pick just one or two of these and go hard after them.
Before you can actually go all-in on content writing, you need to do some prep work to ensure you have a strong foundation in place. Here are a few steps we recommend completing in advance:
Most brands skip these all-important steps. (But then again, most companies have paper-thin content strategies that add little-to-no tangible value to their brands.) If you want your content strategy to generate a positive return on investment, take the prep work seriously.
With the proper foundation in place, you’re ready to write content. Here are some useful tips and techniques for effective content writing for each major content medium:
Knowing content is important and understanding what good content looks like is just the start. At the end of the day, it comes down to execution. This means actually writing the content. Here are a few sources for hiring good content writers:
Content writing is important, but it’s also time-consuming. By understanding your options, you can architect an intentional strategy that empowers you to develop high-quality content without spending time or money you don’t have. The hope is that this article gives you a good starting point to do just that.
There are any number of ways to find content writers and create quality content. But if you’re looking for the most cost-effective and time-efficient approach to scaling organic traffic, generating high-quality content, and producing high-authority links that establish credibility and ultimately turn visitors into paying customers…well, you’re in the right place!
At SEO.co, we believe in quality over quantity. In other words, we don’t try to be all things to all people. Unlike a lot of agencies that dabble in every single aspect of marketing, we know what we’re good at – and we stick the landing every single time! Our focus is high-quality content creation and stellar SEO link building services.
Join thousands of other successful clients, including small startups and Fortune 500 companies, and find out what SEO.co can do for you! Contact us today for a free site assessment.