The importance of Content Writing in Marketing

Good content will engage a reader and turn them into a potential customer. This is why an exceptional content writer is supremely important to a marketing team.

In this blog entry, we will look at

  • what comprises good content writing
  • how the content writer interacts with the client
  • how the content writer interacts with the marketing team and,
  • the value that good content writing brings to an advertising strategy.

Good Content Writing

Good content will positively connect the potential customer with the product or service being advertised. It will be emotive. By that, we mean that it will produce a response in the reader.

But what makes good content? In the most basic of terms, good content is good writing and good visuals. It is as simple as that, but it is also as complex as that.

So, what is good writing? For the purposes of marketing, this means

  • Writing devoid of grammatical and spelling errors.
  • Clean, well-structured paragraphs with sentences properly placed and constructed to engage the reader.
  • Correct use of metaphors and descriptive phrases that will engage the reader in the subject matter.
  • Accurate, documented information with links. Good content must be well-researched.
  • Appropriate use of humor or drama to hook the reader.

The content writer will also slant his/her writing to the demographic the reader represents. For example, writing copy to attract an audience of senior citizen travelers will differ greatly from copy for an audience of teenage surfers. You must know their speech patterns, their preferences, their dislikes, etc., so you can connect with them on a visceral level.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
– David Ogilvy, advertising guru

Interacting With The Client

The content writer (CW) should always interact personally with the client. This may be an in person interview, a conversation over the phone or online.  It should, at the very least, involve an exchange of emails and a survey. Why? The writer needs to understand clearly what exactly is the product or service about which she/her will be writing. The CW will have a series of questions for the client. These questions should include

  1. Who do you see as your primary customer?
  2. Why do you think your product will appeal to them?
  3. Who should I research for authoritative information on your product?
  4. Who is your best competitor? Why are they good? Or not good?
  5. Why are you better than they? What is unique about your product/service?
  6. How do you want a customer to feel after purchasing your product? What will they experience? Give me three key words to describe what you want them to feel?

This is not an exhaustive list of questions, by any means, but it is a start. These are the types of questions that will help you, the CW, to point yourself in the direction you will need to do research and to understand the demographic of people you are trying to reach.

Interacting With The Marketing Team

The content writer has a very specific job on the marketing team: to produce quality copy the team can use to sell the product. We have already covered that in part. Now, we want to talk about what copy the writer must create to into the overall marketing plan.

First of all, the marketing team must be clear what venues they intend to use. Will there be a blog or a complete website? Which social media platforms will be used, if any? Are there to be print ads, flyers, newsletters? How about radio or television spots, and video channel accounts such as You Tube? All of these will require copy writing. The content writer, will most likely be employed to blog or create content for the website and social media columns. However, a recent innovation in marketing called native advertising, requires the use of a skilled content writer.

Native advertising can take on several forms but always involves good content writing.  A company may purchases space in a paper, journal or magazine and create an ad that appears to be just another article in the publication. Most often, it takes the form of a “share” on social media with a photo or video and a blurb with a click through to a blog, webpage, or advertisement.

A good marketing team will value their content writer and support him/her as clearly as possible with

  • approximate word and page counts
  • number and type of visuals to be included and if captions will be needed
  • key words and phrases to imbed in the copy
  • access to the client for key information.

Effective communication is 20% what you know and 80% how you feel about what you know. Jim Rohn, business man and motivational speaker

The Value of Content Writing

The importance of good content writing just cannot be over emphasized. The best ad campaign in the world will come and go. Good writing lasts for a long time and can be accessed again and again.

Consider a single blog post.

Let’s say Susie Q has started a blog on pie baking.  Susie has a very specific niche: she bakes pies in large quantities for specific local clients (a few bakeries and a neighborhood market) and for caterers. She begins her blog by steadily posting on it once a week.

On one particular instance, Susie writes a blog about the delicious cherries grown in her area. She writes over 1000 words about cherries, cherry pie recipes, additions to the pie crust to highlight the flavor of the cherries, nostalgia about cherry pie and the health benefits of eating cherries. She also includes high quality photos.

Susie then adds a Facebook entry on her Pie Bakery page that links to her blog post. She does the same on her Instagram account.

Susie then goes on to other pies and other recipes and other blog posts. BUT…that post is still active and still draws traffic to her site. Each time someone comments and she permits the comment and answers it, it again puts the post out there into the blogger sphere.

Months after the post is published, a caterer for a political fund raising dinner is looking for someone to supply her with cherry pies (because, hey…what’s more American than that?). So she searches for “cherry pie baker” and Susie’s blog post on cherry pie pops us and as a result, Susie gets a new client.

So, you see how the addition of quality content can contribute traffic to your site long after it’s been published and you have moved on to other things.

The take away for you, the content creator, is that most business owners do not like or know how to write well.

Large firm or a small business owner, they are all in business to get more business.  You, the content writer, have an important role to play by providing them good, quality writing that will get them seen and noticed both on the web and in print.

SEO content writing demystified

You have probably seen this term around the web and because you are a writer and not an online marketer, its true meaning remains obscure to you. In this post, we will attempt to clarify for you exactly what content writing for this niche entails.

What is SEO?

SEO stands for Search Engine Optimization. Let’s break it down.

The Search: Joe has been in Florida doing business and has an appointment in Tampa later in the day. Then his car has breaks down. He is on the side of the road and he has an idea of where he is but is not really sure. He pulls out his mobile phone. Fact: 80 percent of online searches today are performed on mobile devices, i.e., phones and tablets.

The Engine: Joe has his mobile phone out and turned on and is about to open his browser. It may be set to Safari or Chrome. He will most likely perform his search using Google, Bing or Microsofts Internet Explorer. Fact: Google has officially taken over as the most popular browser internationally accounting for 32% of all searches.

The Optimization: Joe’s car is broken down. He is dismayed that he will be late for his appointment. He is worried about his car, his job and his client. He just wants someone competent to get him out of this mess and he needs to get a hold of that person now. So, Joe will quickly type in a search term to find what he needs. In this case, Joe needs a tow truck.

Remember we said that Joe has a general idea where he is but may not know the services in the area. Let’s say he types in towing or tow truck. What pops up on the screen next simply frustrates him: an ad for a truck driving school.

Key Word Terms

What is important for SEO content writers to know how to do is to anticipate the terms, called key words, that an individual will enter into their search browser in order to find a product, service or information. The more specific a term is to the item in question and the location of the item, the more likely it is to pop up.

If Joe wants to find the nearest tow truck service, he will most likely have the best success with such terms as towing service near tampa, or towing tampa, or even, assuming he has his location services in his phone turned on, towing near me.

SEO content writing is in high demand. There are numerous blogs, info sites and courses to be researched on the subject. We have tried here to give you a quick summary. Of course, there is more to it and learning to finesse this sort of writing will require some knowledge specific to the SEO market. We encourage you to explore this niche.

Make Your Own GIF

How to make your own GIF

GIF (Graphics Interchange Format)is a simply the name for an animation made from still pictures. In the past, GIFs were produced mostly with Photoshop. Not the cheapest software around. But now, there are other ways to make your own GIFs for next to nothing.

FastCompany posted an article a while back called 7 DEAD SIMPLE WAYS TO MAKE YOUR OWN GIFS by Tyler Hayes that will introduce you to some of the simplest, easiest to use products out there. There are even several for iPhones.

Other sites offering a free way to make a gif without having to register are makeagif.com, gifmaker.me or gimp.org.

  • Follow the instructions carefully.
  • You may need to download free public software. Make sure you download only what works for your computer.
  • Have the photographs or illustrations on hand and ready to work with. Edit them before you start and keep them all the same size; you’ll get a better end product if quality and size are the same.

Welcome to the world of content creation

Just what is content creation?

You are reading content right this moment. It was created by me with you in mind. You want to know more about content creation because you want to work online. Here are some other things I think about you:

  • You have a degree in English, Journalism, Communications or even, Creative Writing.
  • Or maybe, you don’t have a degree, but you do know what you’re capable of and you can write.
  • You are a thorough and responsible researcher.
  • You know WordPress.
  • You easily handle all forms of media and know how to insert them into your posts.
  • You are a master at social media.
  • You can edit.

A super simple definition of content creation: the writing, visuals and interactive devices created for a website, or a blog, or a social media account.

Want to know more? 

Check out  The 5 Skills You Need to Become a Successful Content Writer by Sherry Gray (Entrepreneur, July 2015). In this very quick read, Ms. Gray talks about what it takes to make it in the field.