What is content writing?

It seems like a simple question. But, when you dig down into it, you find there is a lot more to this seemingly simple task than you first thought.

Content writing… that’s something to do with marketing your business with words, right?

Well, yes it is.

But, just typing out a few sentences, throwing them up online and hoping for the best is not going to get you the results you are hoping for.

You need to be a bit clever about what you write, how you put the content together, and where you publish it.

So, what is content writing and what does good content writing look like?

There are a number of things that you can do to keep your content on point and drawing leads into your business. So, let’s look at how you can do that now!


What Is Content Writing?

Content writing is basically any written marketing material that you create for your business. It can be things like:

  • Blogs
  • Articles
  • PR pieces like Press Releases or Magazine Features
  • Social Media Posts
  • Newsletters
  • Email sequences
  • Brand Stories
  • Digital Advertising text 
  • Podcast or Video scripts
  • Captions
  • Meme introductions

This is, of course, by no means an exhaustive list! Content writing can be any written words that you put together for your business.


Why Do It?

Every digital marketing expert in the world will tell you that content marketing is one of the most powerful resources in your marketing toolbox. But, why is that?

Here are just a few of the reasons why you should use it in your business:

  • Brand awareness: by regularly publishing content, you gain visibility for your business and generate awareness about what you do and who you can help.
  • SEO benefits: SEO is key for helping your business get found online. By crafting your written content with SEO in mind, you can help your chances of showing up in more search engine results.
  • Generate leads: people can’t work with you if they don’t know how to get in touch with you. By including a Call to Action in each of your content pieces, it lets the people who are ready to work with you contact you.
  • Builds trust: people really want to do business with those they know, like and trust. Over time, your content can help your audience trust you more by displaying your expertise and proving your skill.
  • Reminds people what you do: in a noisy digital marketplace, it is easy to be forgotten if you don’t remind your people who you are and what you do. Little snippets of content are a great way to stay at the forefront of your audience’s minds.
  • Delivers value: no one likes smarmy sales pitches, so we must first give before we can get. Your content should be all about delivering value to your audience in order to build a strong relationship with them. Only when you have that relationship will you be able to ask for the sale.


Isn’t Writing Dead?

With the rise of video content, podcasting, and viral social media platforms, you can be forgiven for thinking that writing is dead.

However, how would you know if a video is worth watching unless it had an introductory caption? How would you know the contents of a podcast episode without a write up? And how would journalists and the media report on viral social channels without the words to form an article?

While other mediums are on the rise, there will always be a place for written content. You simply need to ensure it is relevant to your audience, is interesting to read, and is repurposable across other marketing channels.

The most important thing to remember is ‘quality over quantity’. It is better to publish one awesome blog a month than it is to publish dribble every 3 days!


What Makes Good Written Content?

So, what makes written content good? 

Firstly, let me say that you don’t need to be an award winning author to be able to write good content! You simply need to keep these things in mind:

  • Delivers Value: while blogs and other long form content are great for SEO, you need to make sure you are writing for people in the first instance, and search engines in the second. Make sure your pieces are interesting and have some great takeaways for your readers, then worry about the keywords.
  • Ideal Client: when you put any content together for your business, have your ideal client in mind. That way, when they read it, your writing will feel as though it is speaking directly to them. As a result, you will draw them to your business.
  • Pain Points: think about the pain points that your clients or customers have. After all, everyone has a problem that they need to solve. Your products or services could be the solution that they are looking for. Subtly describe how you can be the solution to their biggest pain points.
  • Benefits: people don’t want to buy the process, they want to buy the end result. They want the happily ever after moment. So, by showcasing the benefits of choosing to work with your business, you are showing them the end results they could achieve.
  • Your Tone: do you write like you speak? If not, you should! The tone of your writing is how you display your personality and human-ness. People don’t read blogs and social media posts to prove how smart they are, they read them for enjoyment. So, if you are all stuffy and uber-professional, they will lose interest. Let your unique self shine through in your writing instead.


Why You Should Consider Outsourcing Content Writing

Content marketing is a vital tool in getting your business out to the world, but it is a task that can take a LOT of time to get right.

Not only is there the writing, but there is the brainstorming, planning, researching, editing, tweaking, finessing, and optimising for SEO to factor into your already busy week. By outsourcing, you could quite conceivably save yourself a day of work or more.

And it is not only the time saving aspect that you could benefit from. There is also:

  • Consistency: one blog or social post will do nothing for your business. You need to make sure that you are posting on a consistent basis to see the most benefit. By working with a content writer, you will have content delivered to your inbox every month like clockwork. You just need to check it and publish it. Simple!
  • Expertise: do you understand the ins and outs of SEO or how to write content that converts readers into genuine sales leads? Well, a content writer does. By using their services, you get to capitalise on all the expertise they have when it comes to marketing techniques.
  • Outsider perspective: when you are right in the thick of your business it is tempting to write about all the things. You get so caught up in talking about what you are passionate about, sometimes you lose the point you were trying to make. A content writer approaches your blogs with an outsider perspective – the same perspective that your clients will have. So, they can write easily relatable content that your clients will connect with.
  • Align with your strategy: a content writer is able to create content that aligns with your overall marketing strategy, highlighting all the key dates in your industry and building a consistent brand message that tackles all your FAQs.
  • Repurposing: many businesses make the mistake of sharing a blog once and then thinking that is the end. But if you know what you are doing, you can repurpose one blog into a whole month’s worth of content that you can publish on your website, your social channels AND in your newsletter.


How Outsourcing Works

I know it can be a scary thought to think about handing over responsibility for your content to a stranger. But, the good thing is that you never lose control of the process.

For example, with every client I work with, I have an onboarding process where we discuss all the key elements of your marketing and I get to know your business. That way, I can write the things that your audience will connect with the most.

Together we will brainstorm topic ideas or I can write to a predetermined content plan. 

All of the content comes to you in Google doc format and there is the opportunity to edit any aspects before you publish it. Total control rests with you, I just do the legwork!

So, if you are ready to gain time, leads and great content in your business then book a time to chat with me today!

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