For several weeks, I have been publishing blog posts about various forms of content writing – from newsletters to press releases. Today, I’d like to gather all that knowledge together in one summarizing blog post. Let’s see what are the most popular content writing tools and how can you use them to boost your business!
Content writing is one of our primary working tools. Every month, we create dozens of blog posts, articles, and newsletters. In our work, four tools seem to be the most versatile and useful. I will talk about each one of them a bit further in this post. Before we get to that, though, let’s take a look at the difference between content writing and copywriting. For many people, these two terms are interchangeable. In reality, these are two completely different disciplines.
Content writing vs. copywriting
If you read my blog or visit my LinkedIn profile, you already know the difference between content writing and copywriting. Content writing is a discipline that focuses on creating long-form texts, especially for educational and image-building purposes. Of course, blog posts can help you attract more customers and sell products, but that’s not their primary purpose. That’s the role of copywriting. Copywriting concentrates on creating all sorts of texts that have but one purpose – to sell more products and services.
Does this mean that content writing is less interesting or valuable from a business perspective? Not at all! The role of content writing is immensely important for a few reasons. Let’s have a look at them.
Why does your company need content writing?
I’d like to turn your attention to four primary reasons why content writing ought to be one of your major marketing and communication tools.
CONTENT WRITING BOOSTS SEO
Today, SEO is all about creating unique, valuable content that is appreciated by Google users. If you want to achieve a high position in Google, you have to produce high-quality texts and publish them on your website. Companies that we work with usually have a separate section for these texts (they call it “blog”, “resources”, “articles”, or “news”). It doesn’t matter how you label it, the point is to regularly publish new texts that meet both customer and Google requirements. This way, with support coming from a seasoned SEO expert, you can really boost your visibility on Google!
CONTENT WRITING HELPS IN EDUCATING CUSTOMERS
Customers frequently have a lot of questions. They want to compare available options, find out more about your products or services, and ensure they make a good decision. This is where content writing shines. With blog posts, white papers, and articles, you can educate customers, answer frequently asked questions, compare available options, and provide more information. As a result, content writing plays a vital role in the decision-making process and can help your customers place an order at your company (instead of your competitors).
CONTENT WRITING CAN BE USED TO SHARE IMPORTANT NEWS
In many situations, companies want to inform their target audiences about new services, new products, changes in the offer, or market news. Again, that’s the role of content writing. Newsletters, social media profiles, and websites are perfect for distributing this type of information.
CONTENT WRITING HELPS YOU SHOWCASE EXPERIENCE AND OFFER
Lastly, I’d like to mention the fact that through content writing, you can show your expertise. Our clients frequently use case studies for that and that’s a quite effective method. When case studies are complemented with testimonials, they can really encourage a lot of companies to send a request for a proposal! In effect, content writing can be a vital part of the B2B sales funnel.
Primary content writing tools
As I mentioned earlier, there are four crucial content writing tools. Let’s take a closer look at them. If you want to find out more about each of these forms of content writing, just click the banner – it will take you to a separate post where you will find more details.
ARTICLES AND BLOG POSTS
When it comes to content writing, articles and blog posts are two of the most common and versatile forms you can use. They can be used by literally any company and organization – from small local businesses to large international corporations. Articles and blog posts are used to increase your visibility on Google and to answer questions that your current and potential customers might ask. If you want to make sure the blog posts that you publish are effective, concentrate on these four elements:
- Put quality before quantity – it’s better to create one refined blog post per week than three made quickly and carelessly
- Consult your SEO agency to make sure that each blog post you write is SEO-friendly
- Write regularly
- Promote your blogs using available communication and marketing tools (e.g., social media, newsletters, website, etc.)
This tool is not just for PR agencies and large corporations! You can use them to inform the market and your stakeholders about all the important changes and events in your organization. You can distribute them via social media channels and the website, but also through journalists and PR platforms. And remember – a good press release always answers five crucial questions, frequently referred to as 5Ws: who, what, when, where, and why.
EBOOKS AND WHITE PAPERS
Sometimes, the question that you want to tackle is so extensive that one blog post or an article is not sufficient. This is where ebooks and whitepapers step in and save the day. If you want to succeed with an ebook/white paper, you need a solid marketing strategy. For example, many ebooks are distributed as lead magnets. Do you want to know more about them? Read the linked article 🙂 You will also discover four essential steps that will enable you to create and distribute a successful ebook/white paper/report.
Lastly, we have newsletters. They are very useful when you want to:
- Share company and market news
- Educate your target audience
- Distribute vouchers and promo codes
- Inform about new arrivals and new services
- Ask for an opinion, etc.
There are five elements that you have to keep in mind if you want to succeed with newsletters. All of them are described in the linked post!
Summary: Use content writing in your company and thrive online
Although content writing is not a direct sales tool, it can help you strengthen your online visibility and image. Companies that create useful content are perceived as reliable and dynamic. Share knowledge, help your customers, and inform the market about everything that happens in your business. This way, you will show that you are serious about your work and development. And more and more customers/clients will be willing to work with you.
And if you need help with content writing – we’re here to help 🙂