The Real Guide to Content Writing: The Art and Science of Crafting High-Quality, Clickable (Unsurprising!)]
1. Content Writing Basics
1.1. Definition and scope
Content Writing is the way of writing a text material for any website or digital platforms. Like a conversation with your reader (or via the screen if you might say).
This is quite wide-ranging — from blogs and social media to product descriptions, email newsletters. The way a content writer looks at it is much like how I do, as well — not necessarily informing an audience but creating relations with them by finding fun new ways to share knowledge.
1.2. Unmistakable in digital marketing
Similarly in the field of Digital Marketing, Content writing is a must. It’s the backbone of online messaging between businesses.
When I first started working in marketing, the power of good content was one that never ceased to amaze me. It builds trust with your customers, boosts you in search engine rankings, and can even convert casual browsers into lifelong fans. You can’t do much with digital marketing if there is no content.
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1.3. Types of content writing
Types of content writing: Some common ones include:
- Blog posts (like this one!)
- Social media posts
- Website copy
- Email newsletters
- Product descriptions
- Whitepapers and ebooks
Under this, each type happens to have its own peculiarities or best practices. I have always liked to write blog posts as it allows for really deep diving into a topic by me.
2. What good and optimized content writing is all about?
2.1. What your audience knows and needs
It plays with research into who your audience is and what their pain points are. Like choosing a genre of music to make your friend a playlist.
You want to sound like them, talk about their pain-points and offer value in the term they understand. Oh, and by the way — there was an article I wrote in which my audience consisted only of those who were familiar with technology;
but when several comments came from beginners reading to learn something new (a very broad purpose) then it began to dawn on me that writing for a sufficient proportion alone is not enough. Lesson learned!
2.2. Crafting compelling headlines
Headlines are the very first thing that people see so they have got a great deal of support, make it was good as possible. It catches your eye and makes you want to know more.
Your title is like a book cover and should hint at whats inside. I like to come up with a few headlines and choose the best one. Once in a while, the most tenuous idea will sprout and come to me at an unrelated moment — usually when I am doing mundane things like washing dishes.
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2.3. How should you go about structuring your content for readability?
I doubt anyone enjoys reading a text wall. Well organised content is easyer and fun to read. This includes:
- Using short paragraphs
- Adding subheadings
- Bullet points or numbered listsUse Visuals/images/Infographics
I personally think that this not only helps the reader, but also makes me write better and more structured prose.
3. The Content Writing Process
3.1. Research and topic selection
Great content is the product of great research. The key is to finding fascinating stuff the people care about. Throughout the day, ideas pop into my mind — I like to keep a list going. And later when it comes to writing, I go deeper into said topics. Often times what I think will be a quickie article turns into wonderful deep dive!
3.2. Outlining and planning
I always outline what I am going to write beforehand. You are basically outlining your article. It also ensures that the content is read logically to cover all vital areas of discussion. I outline a lot — it makes writing so much easier.
3.3. Writing, editing & proof-reading
And so the fun part begins – drafting out the content itself! I type up my thoughts and don’t think at all about perfection. Next is editing to polish the language and structure. Finally, the proofreading eliminates those minority typos and grammar concerns. The one thing that really helps me is to walk away for a while before editing it — this often gives an outside perspective.
Keep in mind that writing good content is a skill, and can be developed over time. Experiment and learn your own style.
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