content writing

Content Writing: Why It’s More Important Now Than Ever Before

Demands for high-quality content writing continue to skyrocket. Find out how organizations can best utilize content marketing to reach their goals.

In a world of fancy user interfaces and immersive experiences, evocative content is the key to fostering and nurturing an audience. From video scripts to email newsletters, consumer demand for content continues to skyrocket.

Companies that ignore these needs are bound to fall behind. Offering exceptional products and services is only the first step. The second, arguably even more important step is to promote these products and services with the right messaging—at the right time and through the right medium.

However, content writing reaches far beyond mere words. It's a holistic process that involves every aspect of a business.

Furthermore, content writing is an ever-changing space. While quality always remains at its core, the ins and outs of what makes content writing an effective marketing strategy evolve, just like the digital space it calls home. For that reason, it's important for companies to diligently monitor and adapt these changes, to leverage the best results possible.

In this article, you'll find what makes content writing among the most important marketing strategies for businesses now and moving into the future.

Optimizing for Search Engines Remains Critical

In the modern era of flashy TikTok dances and colorful Instagram reels, it’s all too easy to get swept up in in-your-face trends. We’ll be the first to admit: they’re fun. A flick of the wrist in exchange for some timely dopamine? Please, we’re human, too!

That being said, you shouldn’t neglect the more practical side of content writing and marketing. Some say search engine optimization (SEO) is dead in the water. But, this couldn’t be further from the truth—SEO is more alive today than ever. However, the way marketers approach their SEO efforts today is very different from how they used to.

But in what way has it changed, and how do these changes relate to content marketing?

First, you can’t configure a good SEO strategy without a good content writing strategy. Content writing is the vessel in which you deliver your SEO strategy to your audience. They work in tandem and rely on each other every step of the way.

Competitive Environment

Our online consumption habits have skyrocketed, resulting in companies fighting for visibility like never before.

In such a competitive environment, SEO gives businesses an edge by improving their visibility. It helps your company rank higher on search engines like Google. This means that your business will be among the first sites a potential visitor sees on their screen. Talking about boosting revenue without strategizing how to drive web traffic is like skydiving without a parachute. Pointless and costly.

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SEO Now vs. SEO Before

SEO is an old strategy that has yielded great success even through huge societal shifts, thanks to the progressive adaptation of businesses. For example, when Google's algorithm changed, so did the way it ranks websites. A few marketers used to abuse this system with practices like keyword stuffing. This practice would allow senseless content to rank well, because of how SEO was governed.

Fortunately for companies committed to producing high-quality content, this has changed profoundly.

Long-tail keywords are still quite effective and should be part of your content writing strategy. However, what makes or breaks content nowadays is its value, and your audience decides that. Keyword research is still the backbone of any content marketing strategy, as it's essential to utilize keywords to compete in the oversaturated digital space effectively.

Local searches have become more popular as people prioritize convenience in their on-the-go lives. This has led businesses to geo-fence their content, appealing to local communities and effectively reducing competition.

But, How Long Does SEO Take to Work?

Your SEO and content marketing strategy are not a one-and-done process.

You’re not trying to go viral and have the curtains close in the sixteenth minute. You’re trying to build a business, a brand with a loyal customer base that trusts you to provide solutions to their problems. Whether your business is big or small, the truth is that finding success with SEO takes consistency and time.

Benefits are also dependent on your goals and trickle down into other areas of your company, like increased social proof and authority. We know waiting isn’t fun. But, if you can manage to put in the work patiently, your business will thank you tenfold.

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Engaging With Your Audience is More Important Than Ever

Beyond rankings, links, and SEO, your content marketing strategy is a brand awareness tool. It allows you to harness the benefits of growing an audience and becoming visible. When content resonates with potential consumers, they're more likely to return for the next update, tell others about it, and trust your brand.

People rather lend their trust to companies that bolster a strong online influence. This entails engaging with their customers regularly, by providing written content related to their products or services. In contrast, a company that rarely posts content doesn't invite trust. It translates to a lack of communication skills, something no one finds attractive—in people or brands.

Content that strengthens the ties between your business and your audience builds authority.

Here are other benefits of a great content writing strategy:

  • Increased traffic
  • Higher trust
  • More brand awareness
  • Connecting with a broader audience
  • Increased engagement in all platforms
  • More conversions

What Is Social Proof?

People unconsciously look to others for guidance before doing things themselves. That's why high-profile companies and celebrity endorsements are sought after.

However, social proof isn’t limited to endorsements. Popularity also drives action. When many react positively to something, you're more likely to mirror that reaction. That's why you're more likely to share a viral post than one with only a handful of views.

How to Leverage Social Proof?

Resources for seniors aren’t as readily available as you may think. This is why social proofing is critical. It influences customers' perceptions of your business. It encapsulates logos, slogans, design, and the type of experience you want your audience to have when they think about your company.

Building Authority Through Content Writing

First of all, it's important to answer the million-dollar question, what is content writing?

Content writing is one of the best ways to capture the interest of current and potential consumers. Whether the medium is articles, podcasts, guides, or videos, the product and the information surrounding it is an expertise. These resources possess invaluable insights for customers to benefit.

Leveraging all of content writing’s benefits allows your brand to become authoritative. Being a leading voice in your industry means audiences will gravitate towards your brand, and turn to your products and services first in times of need.

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Being Authoritative is All About Trust

To build that trust, you have to meet the demands of your audience. Content marketing opens the lines of communication that allow you to tell your audience why they should trust you.

Provide them with answers to their potential questions through accessible digital content.

The keys here are also consistency and dedication. You shouldn’t write one blog post every two months and hope that you continuously grow an audience. It takes time and effort. Again, a lack of communication is a red flag. People like to come back often to consume content, and you need to have it readily available for them.

It's also vital to experiment with different types of content writing.

Occupying Different Online Spaces

The more online spaces you occupy, the easier it is to reach your audience. However, you need a strategy for everything. To occupy a space without a game plan is, again, pointless and costly.

Businesses across sectors have been deeply affected by the state of the world, and the corresponding restrictions limit access to essential services/products. Given the rise of the internet, it's crucial to concentrate on target audience engagement with a multi-platform approach. As we spend more time staring into our devices, valuable insights and content may be more critical than ever.

Every audience member is unique; they enjoy different types of content. It’s best to offer an array of informational mediums to maximize your online presence.

Make sure you vary your written content between:

  • Blogs
  • Infographics
  • Case Studies
  • eBooks.
  • Newsletters
  • Emails

Content Writing Improves Customer Retention—Despite Mounting Competition

It's no secret that acquiring new customers is harder—and more expensive—than turning an existing one into a loyal, lifelong one. However, doing so requires you to understand your customers and connect with them authentically.

Knowing your customers allows you to exceed their content needs. Granted, this is easier said than done. To ensure your content aligns with your audience, make sure to follow these steps:

  • Mobile-first. There are many things you can do to optimize your website, but the most important is to optimize it for mobile use. Most online shopping today is done through our phones. You need to make the experience efficient and user-friendly. Failing to do so will cost you in terms of the customer experience and the bottom line! Don’t!
  • Rethink the Structure. The key to this is having a good structure that relies on hierarchy. Focus on keeping popular categories at the top, and then using them to pave a path for subcategories.
  • Do your keyword research. Use a keyword explorer to research your competition. Check which keywords they are targeting and which ones yield the best results. Then, apply your research by optimizing your titles, URLs, and images. If you’re struggling to find a tool to conduct research, Google’s Keyword Planner is a great program to begin exploring.

The Benefits of Content Writing

Companies with excellent content writing will experience many hard and soft benefits. The first one is an increase in sales. The second set of benefits can manifest in different ways, such as

  • Brand visibility
  • Growing a bigger and more engaged audience
  • Accumulating more relevant data
  • Elevating the business's reputation
  • Gaining more authority in their field

It's the intent and type of content that determines these benefits. For example, creative copywriting is better at engaging audiences than its counterpart, product copywriting.

How to Write Good Content

Convincing people to do something is difficult, and for that reason, content writing has to be surgical. Think of it as an old-fashioned salesman with pearly whites and a sleek suit, fully committed to the part to find the right person to sell to.

That’s what makes content writers such an essential part of a company. Of course, it's always better to outsource to an external team of professionals than to rely on someone inexperienced.

However, if you don’t have access to a professional writer to develop your business messaging, here are some tips to get you started:

  • Understand your audience. Your copy should be a reflection of what your customer profile is.
  • Research. Knowledge is key to composing great copy. It’s crucial to look at what other companies have done to gather inspiration.
  • Try and try again. Like most things in business, copywriting isn’t a one-and-done deal. Keep going, and make it as routine as counting inventory.

Inbound Leads are More Cost-Effective

Our current world presents both challenges and opportunities for companies, especially since internet usage has reached unprecedented global highs. This affects both B2B and B2C marketers, so it's time to evaluate and implement strategies to make sure your content reaches the right audience.

So, what is the best approach to get valuable leads today? Here are some great tips to help you strategize your campaign to meet the world where it is.

Rethink Your Campaign

Just as the times are changing, so should your content writing strategy. Given the rise of internet use, it's important to concentrate on target audience engagement with a multi-platform approach. Different generations use different platforms. Decide who you are trying to reach and act accordingly. Also, as a whole, we are more conscientious than ever. Rethink your campaign and the message behind it. What message is your company trying to get across? Do you really truly believe in it? Will it be received well by your target audience? Humans are wildly perceptive animals. Authenticity over everything!

Content Distribution

Releasing content is a great way to test the waters. Not all content ranks equally, so it's important to understand which platforms have more relevant traffic and which type of content ranks better in them. The customer's journey is complex, simplify it for them by providing access to you on their terms, rather than your own.

Reassessing your Social Media strategy

The role of written content in lead generation has become increasingly important, as well as the need to evaluate your approach to social media. The impact of your social media presence will greatly rely on your industry.

Monitor Trends and Gather Customer Data

Monitoring media outlets and social media to be on top of behavioral trends is essential. Leading the conversation regarding a specific situation or sentiment is essential for your audience to feel more connected to you. We take note of companies who stay silent in times of social distress. Being at the forefront of public discourse—again, authentically—builds greater trust and further works to pique the interest of potential customers.

It’s also important to consider how you're collecting customer data, as this presents a way to generate engagement. For example, offering your leads access to exclusive content in exchange for their email addresses is an efficient way to create a valuable lead pool. It's also a good tactic to segment your customers as not everyone thinks the same, and this way, you can further personalize the message you want to deliver and the content they receive.

The Value of Human Interaction

Addressing your audience in a more personal manner goes a long way. If you have a small but valuable pool of leads, consider establishing more personal relationships with them. Acquiring leads through content is a constant, dynamic process. The results you get are heavily impacted by the way you distribute said content. Although the 2020s have certainly shaken industries and audiences, it's the perfect time to build upon the trust frameworks that connect you to your leads.

Source: Shutterstock

Final Thoughts on Content Writing

Relevant, actionable content writing is among the most rewarding business practices you can implement. How you reach your audience and develop your company-client relationships will determine the visibility and success of your business, both online and in the physical world.

Finding the right words to communicate isn’t easy. Determining the best way to deliver a message requires expertise. Being an innovative problem solver is at the core of every great content writer. You’re busy running your business; your employees are busy with customers. Where does that leave your content marketing strategy? If you’re smart, with us.

Partner With WriteForMe for an Effective Content Marketing Strategy

If you are looking for content creation and social media engagement solutions, then WriteForMe is the company for you.

The content experts at WriteForMe are eager to craft and publish high-quality content to suit your unique business needs.

Contact us today to learn what WriteForMe can do for you.

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Andy Steuer

Andy Steuer

Andy Steuer is the Chief Marketing Officer at WriteForMe. Andy has been CEO, CMO, VP of Product for 8 fast-growing companies in his career. 3 of those companies became Top 10 Internet companies. Content Marketing has always been at the core to differentiate these companies from their competition. You can always schedule a 1 on 1 meeting with Andy by grabbing some time on his calendar here. List articles below that have Andy on the byline on the rest of the page. Here’s my calendar link: » More blog posts by Andy Steuer

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