Content Writing: How to Write and Order Different Types of Content
What Is Content Writing?
Content writing refers to creating content for online marketing purposes. With content, businesses can attract leads and foster positive connections with their audience, ultimately pushing them down the sales funnel.
87% of marketers use content to guide their prospects through different stages of the buyer journey. They leverage different content formats for each stage of the journey, from brand awareness to purchase decisions.
Since a myriad of companies are fighting for the same audience’s attention, they need high-quality, targeted content to cut through the clutter and reach potential customers.
Types of Content
Content writing encompasses many different forms of text-based content. Each type can serve a different purpose and promote the brand in a different way.
Here are the most common formats used:
- Product descriptions (and related content)
- Website content
- Email newsletters
- Press releases
These different content formats can reach potential customers at different stages of the sales funnel, so their purpose is to move that individual further toward the end goal: closing the deal (or making a subsequent sale in the case of return customers).
Content Writing Basics
Before even choosing the topic to write about, it’s essential to do the prep work. This is where content writing actually begins.
- 1. Business Goals
- 2. Buyer Persona
- 3. Search Intent
- 4. Keyword Research and SEO
- 5. Content Strategy
- 6. Topic Research
Your content should reflect factual, research-based information. Companies that spread false or misleading information are vulnerable to backlash from both search engines and consumers.
According to Hill Holliday research, if a brand generated fake content about their services or products, 59% of consumers would stop buying that brand immediately. Conversely, 64% said they would be more likely to shop with that brand if they knew they were truthful about their business. Misleading content will ultimately lead to negative company and product reviews and once that occurs, a reduction in sales is a likely outcome.
Factual content, however, helps to establish your business as an authority in its field. In-depth research can guide your content creation process, preventing you from wasting your marketing dollars and losing your audience credibility.