Content writing means creating content that is useful for online marketing purposes. Regardless of your business type, your customers are online. You got to keep engaging with them via different mediums and using the different content type. The right type of content enables a business to attract high-quality leads and nurture relationships with their audience, finally pushing them down the sales funnel to squeeze out the most prolific customers. Most marketers have a content strategy in place, through which they can guide their prospects through different stages of the customer’s journey, from brand awareness to making the purchase decision. Since a plethora of companies are fighting for the same audience, you would need high quality and targeted content to cut through the competition and make an impact in front of your dream customers. In this article, we will discuss some fundamentals of content, different types of content and how you can become better at writing content as per your business’s needs. You can check out these Digital Marketing Courses In Pune to learn more about content strategy and master digital marketing.
Content Writing Fundamentals
Before you begin writing, it is imperative that you get the basics right and then the drills. The following three elements are important when it comes to creating content:
- Content Research
- Content Planning
- Content Writing
Let’s dive deep into each of these factors and understand what they mean and how to go about each of them.
Your content must have factual, research-based and data-driven information. Companies that share misleading or false information are subject to backlash and a loss of reputation. According to research, if a brand generates fake content regarding its product or services, more than half of its customers would immediately stop buying from them. Producing misleading content is likely to reflect on a brand’s reviews as well, which will ultimately affect the sales negatively.
A truthful and well-researched content will help your brand to establish credibility, make you appear reliable and increase the brand’s intimacy with the customers. An honest content develops trust and eventually sales. To come up with well-researched content, keep the following things in mind:
If you want to grow organically, you need to research the high-volume keywords, which will help you rank in the search engine. If you want to make more sales, your content needs to be funnel oriented. Understand your business goals, tone/style that will help achieve those goals and the format of the content
A customer persona is a semi-fictional prototype of your dream customer. You can come up with a buyer’s persona that most suits your goals. It can be found out by conducting extensive market and competitive research. Marketers tend to give the customer persona an arbitrary name and an avatar. This avatar will have all the characteristics of your ideal customer. You can get more information by conducting online surveys, customer interviews, mining social media, etc.
Keyword Research and SEO
In today’s digital era, businesses need to understand that content and SEO go hand-in-hand. The search engines play a vital role in ranking the content at the top of search results. To encourage search engines for ranking your business at the top, your content must be optimized for relevant keywords. SEO does not only help you rank in the search engines, it also helps a business to communicate and engage with its audience. Therefore, thorough keyword research is important. Learn more about SEO from the experts with this Digital Marketing Institute in Pune
To come up with great content that best resonates with your audience and helps the business in the long run, you must conduct extensive research on the topic. Find out what is your audience’s biggest pain points and talk about them or solve them through your content. You can also come up with content ideas via running surveys, conducting a content gap analysis, using content ideation tools and simply talking to other people.
Once you have figured out your business goals, topics, funnels, stages, keywords and audience, it is time to have a plan in place. For effective planning, you can use an editorial calendar. A calendar will give you a better understanding of what you need to post, goals associated with the content and when should you post it. You should consider the following points to help you best with your needs when planning a content calendar:
- Frequency of publishing the content
- Types of content you need to publish
- The platform that the calendar is being used for
- Content stages required before publishing
You are going to need a writer or a team of writers that can effectively merge with your marketing team and quickly creates the content that is in line with your marketing efforts. When you start writing, make sure your content has a clear objective to achieve. Think about titles that would invite your audience to hook the reader’s right from the beginning. Being consistent in writing will help you get noticed and with time, your audience will begin anticipating your next content. Make your content scanable and tell your readers a story to keep them engaged and make a lasting impression. Use data to back whatever information you provide them. Also, use visuals to make your content look attractive and mention a clear call-to-action (CTA) to the readers.
Types of content
Now, let’s look at some of the content type that are required in a business’s marketing strategy.
According to research, over 90% of businesses used blog posts for content marketing. Blogging, if done correctly, can be a great way of driving more traffic and building authority for the brand. For blogging effectively, you need to find the right keywords, know questions that people ask, understand and align search intent, optimize title and meta description, and make sure the article is easily readable.
Emails are one of the best ways for retargeting customers. Emails help your customers to stay engaged and informed about your brand, its offerings, discounts, etc. However, if your emails are not personalized, they are likely to be ignored by the customers, or even worse, they will unsubscribe to your emails.
A press release is written to get the media attention. For an effective press release, make sure you communicate properly about the following in your press release:
- Whom is it intended to?
- Series of events that happened, is happening and are likely to happen
- Why is it important?
Many businesses release e-books on a regular basis. An e-book helps a business to achieve goals such as showcasing the expertise, moving customers down the funnel, educating about brand or offerings, etc. Keep the following things in mind to make your e-book a success:
- Be very selective with the topic
- Use a captivating title
- Ensure easy navigation
- Use data to back your information
Several other types of content contribute to making your business a success such as web content, product content, etc. However, few things that will be common across all these are proper research, planning and writing. To master content writing skills and become a marketing expert, enrol in one of these Digital Marketing Classes In Pune