Digital Marketing

Understand content writing and content marketing

Writing encompasses many fields, and unless we are novel writers, we should be prepared to write about any genre if our job involves providing editorial services.

One of the most requested pieces of writing by clients these days is content writing. Content writing is all about creating useful and informative content for the web and social media.

Content writing is a branch of content marketing, which aims to write in a way that draws the target audience to the site to engage them in active participation. This engagement may include readers commenting on blogs and social media, ‘Like’ and ‘Share’ or ‘Tweet’ the written post or uploaded video.

According to the Content Marketing Institute (CMI), “Content marketing is the art of communicating with your customers and prospects without selling. It’s marketing without interruptions. Instead of presenting your products or services, you’re delivering information that makes your buyer more intelligent”. At the core of this content strategy is the belief that if we, as businesses, consistently and continuously provide valuable information to shoppers, they will ultimately reward us with their business and loyalty.”

A good content strategy often starts with the use of search engine optimization (SEO) technique to get a higher number of visits to the site. Among the first things to consider and ask yourself when writing for content marketing are:

  • Who is our audience? What do they like to know or talk about?
  • Where do they usually hang out online? What social network, community or forum?
  • What writing style best suits the target audience? Social or formal? Business to customer (B2C) or business to business (B2B)?
  • What is the purpose of the writing? Is it to raise awareness of a need, a message to convey, a goal to achieve, or something to educate and inform?
  • What keywords should be included in content writing for SEO?
  • Is our writing easy to read and understand? Are there technical words or jargon in the content that we need to change or remove for clarity?
  • How can we measure the results and know what conversations spark?

The path to good content writing and content marketing requires constant analysis and evaluation of which approach best suits the target audience at any given time. However, what works best changes all the time, so there is no hard and fast rule for optimal results. The most important point to keep in mind regarding content marketing is that without good content, marketing is impossible. Unless readers find value in what we’ve written, they’re unlikely to engage in conversations to learn more. What we write in the content to attract the interest and attract the audience is therefore crucial and main.

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