It’s no secret that these days traditional advertising has lost much of its mojo, being slowly replaced with more effective forms that are more appropriate to our digital needs. Content marketing has changed the way that businesses communicate, not only with their clients but also with each other. It’s become a major player in determining the success of a business both online and off, all the while remaining somewhat of a mystery to those unfamiliar with its charms.
Being fairly vague in name, a lot of us don’t actually know what content writing entails, other than writing of course. It’s much more than that however; content writers are master researchers, editors, SEO wizards and ultimately the keys to online success.
First thing is first, and that’s a headline. On average, five times as many people will read the headline as read the body copy. So, your headline matters a lot. A great one will rope in your audience whereas a poor one will leave you in the dust. It sets the tone for the rest of the article and since it’s the first line of copy your audience will see it should be engaging, unique and specific. As the saying goes, “you will never get a second chance to make a first impression,” and the same goes for headlines.
But a content writer doesn’t just spew out 500 senseless words on how great the business is and then calls it a day. Following in the steps of the headline, the content has to be fresh, original and valuable and specificity is key. Any curiosity we present to Google yields pages and pages of results, and depending on where a business ranks on those results can determine their success both online and off. But fear not! Enter Search Engine Optimization, an online tool we utilize in accordance with copywriting. In addition to ensuring that the content is unique, it’s also optimized for specific keywords to help you rise to the top of that Google search page, bringing more visitors to your site and increasing awareness of your brand.
We tackle copywriting from a creative standpoint. We understand that we live in a world of constant visual stimulation and sometimes a photo, video or infographic can communicate an idea just as well and elevates our content into something better and more. A wall of seemingly insurmountable text is that much easier to digest if it has a few useful visual breaks along the way.
At the forefront of it all is research. Good research is the foundation for good copywriting. Often times, content writers will be faced with the task of writing on a subject that they’re unfamiliar with, requiring them to do a fair amount of research to ensure that all the information they present is accurate, current and doesn’t contradict the company’s message or ideals. But what’s the use in creating good content if you don’t know who it’s meant to be for? We also verse ourselves in the identity of the audience as well as what sparks their interest. After all, it stands to reason that good content can only be created with a good understanding of your reader.
Content writing has become one of the most useful tools in online marketing today. It’s been known to generate nearly three times more than what traditional marketing efforts deliver and is continuing to grow from there. As a result, businesses everywhere are jumping on the content marketing bandwagon. Not only does it help to target your audience, engage them and encourage growth, when done correctly it can position your brand as an influencer. At the end of the day we do what we do because we want you to succeed, because your success is also our success. And if you’re looking for research masters, SEO extraordinaires, expert editors and design savvy allies to take your web content to the next level, then you need a content writer.