Content Writing 101: What Exactly is Content Writing Anyway?
Thanks to the vast and growing digital world we live in, content writers are always in demand. In fact, according to an article by Jordan Teicher, recent research reveals that content marketing is at the top hiring area for 2018. A good portion of content marketing includes the tasks that content writers often handle.
Recently, a few people have asked me what content writers do and how they differ from other writers. These are great questions as there are many writer specialties out there from copy and technical writers, to ghost and grant writers – and that’s not even a drop in the bucket. Unless immersed in the field of writing, it can be confusing as to what sets each apart.
The definition of content is the purposeful presentation of information in the form of blog posts, social media posts, web pages, white papers, and more. Content can even be presented in the form of video and audio productions.
Content writing is defined as writing that’s specifically created for the purpose of selling or promoting a product or service. It is often closely linked to web marketing campaigns (most likely search engine optimization (SEO) focused) and is created with a client’s desired end-result in mind. What sets a content writer apart from other writers is their goal of helping clients achieve prominence on the web. Written content must be custom-created for this purpose.
Special Skillsets
As with all writers, it goes without saying that content writers carry with them a very special skillset. One of their primary goals is to increase search engine rankings, but they’re also aiming to boost conversions, build their client’s brand and voice, and pump out fresh content regularly. In order to perform these tasks effectively, they need to have a firm grip on the following skills.
- SEO is at the heart of all content writing. Therefore, content writers must have a clear understanding of what SEO is, how it evolves, and how to effectively apply it to their writing. Keyword usage is a big part of this process.
- Nothing shuts a reader down quicker than reading an article with errors. Simply put, there is no room for poorly written material. Seems pretty obvious, right? Content writers must have an excellent handle on grammar and style, and be ever-vigilant of typos and punctuation errors.
- Great content writers have the ability to communicate clearly and concisely while at the same time being creative and engaging. Readers don’t want to have to think too hard about what they’re reading, nor do they want to be bored. They want to be able to understand and relate to what you’re trying to teach them. Content writers who do this successfully, create loyal followers.
- Content writers know how to develop accurate, educational and well-researched information – often under tight deadlines. The best content is that which is authentic, useful and unique.
- Finally, they must be able to speak to a variety of unique audiences – everyone from customers, potential customers, investors, employees, to stakeholders. Finding the correct voice is not always easy, but a skilled writer can pull it off successfully.
Content writers have a huge undertaking on their hands, and their worth should never be understated or undervalued. If done right, great content converts prospects to customers and yields loyalty. What could be more important to a growing brand than developing new customers and loyalty to your brand?