One of the highly sought-after skills is content writing. The content writing and marketing industry is pegged to grow from $195.58 billion in 2016 to $412.88 billion in 2023. This translates to a 13.26% CAGR year on year.
This blog will cover the below points
What is content writing?
Content writing is the activity of creating written content to convey subtle marketing messages to a group of targeted users.
There are two key elements at play here:
- Marketing messages are conveyed subtly
Outbound marketing messages are pushy and annoying. Conversely, inbound marketing relies on providing helpful content to readers so that they end up trusting and transacting with your brand.
- Messages should be directed at a specific group of users
Content writers should write content for a specific group of readers, i.e. your potential customers. Suppose if your brand is into selling nursery plants and soil, you cannot target iPhone buyers. You must write content to target plant and garden enthusiasts.
What are the different types of content?
Content writing agencies can create various forms of content like blogs, articles, SEO content, and website content. Each type of content serves a purpose.
Marketers may request for a particular type of content depending on the buyer persona and buyer journey.
Let’s take a look at a few types of content written by digital marketing writers:
1 – Blogs and articles
If the buyer is in the initial stage of the sales funnel, then marketers may request for a lot of blog and article content.
They are educative content that seeks to answer a query for the reader or help them with a particular issue.
For e.g., if you are a plant nursery in Perth, your typical blogs may revolve around helpful topics like
- What is the right type of soil for your garden?
- How to eliminate weeds on your lawn?
- Which plants grow best in summer?
- A step-by-step guide to storing seeds.
2 – Web content
This type of content mixes sales-persuasive content with helpful information. Web content writing or copywriting gives more information about your company and its various products/services.
It helps the readers make up their mind about your company’s industry authority. With this step, they are assured that you will be an ideal fit for the product/service they are looking for.
3 – Press release
A press release provides a newsworthy piece of information. It is published on sites like PR News Wire.
Happenings like positive financial results, the introduction of a new offering, VC funding, or leadership updates are stories that your target customers would be interested to read about.
4 – SEO content
Meta descriptions, meta titles, sub headings, internal linking are all examples of elements that influence SEO. Content writing companies will provide appropriate content to help your page improve its ranking on the search results page.
Why is content writing in hot demand?
Content writing has the intrinsic value of swinging purchase decisions in favor of your brand. Well-articulated content can educate, inform, guide, and subtly nudge customers to open their wallets to your brand.
No wonder brands are increasingly hiring content companies like Textuar to propel their online visibility and gain a competitive edge.
How content writing helps in winning a customer?
Research has proven that 93% of all online experiences start with a search engine like Google or Bing.
Let’s assume that your company sells plants, soils, and other nursery materials.
So, a typical buyer journey would be as below –
1 – Google search
A person may face a problem and look for an answer online. The searcher will fire up a Google search looking for an answer to their queries.
For e.g., Let’s assume their query is “What is the best soil for growing garden shrubs?”
They will feed the text “What is the best soil for growing garden shrubs?” on the search bar.
2 – Brand discovery on search results page
Google will show them a list of pages that is relevant to their search. It uses its proprietary algorithm to crawl through billions of web pages and decide if a page is relevant to your search or not.
Hence, 99.22% of the time, the searcher will find an answer to his query on the first page of the results page (SERPs). This is because only 0.78% of searchers click on a link on the 2nd page of Google results.
This is why hardly anyone goes to pages 2, 3 or 4 of the search results. This shows how accurately Google’s algorithm works.
For brand owners and marketers, this means two things:
- No one will visit their site if they are relegated behind on pages like pages 8, 9, or 10 of the search results. The situation grows drastically bad the more behind your site is on, from page 1 of the SERPs.
- They need to optimize content to land on the hallowed first page of search results. After all, the top 3 Google search results get 75.1% of all clicks.
Now, consider that your plant nursery site may have a blog about “5 types of soil for growing garden shrubs”. Since Google considers it relevant to the search query, it will bring this blog link on page 1 of SERPs.
3 – Site visit
The search page will show different links with meta titles and meta descriptions. These helpful meta tags will denote to the searcher that a particular link is worth their time and will surely help address their specific query.
The searcher will click on the link present in the search results page. She will be directed to your site and become a site visitor. With this re-direct, you will get site traffic.
4 – Content consumption
They will read your blog and get valuable, original, and easy-to-understand information on their query “What is the best soil for growing garden shrubs?”
At the end of the content, the content writer will invite the searcher to spend more time looking at relevant webpages (for e.g., “shop for garden soil”).
The more time the site visitor spends, the more she will be convinced that your brand is indeed an authority on everything in garden plants, shrubs, and nurseries.
5 – Continued engagement via content writing
You keep publishing helpful blogs on suitable topics. The reader will keep coming back to your site. They will remain highly engaged. And this will likely lead to a successful sale for your brand.
This way, when the site visitor is ready to make a purchase, she will do it from your brand, rather than visiting your competitor’s site.
This way, content writing enables a search user to become a customer of your brand.
To summarize
Bringing the customer from a search bar to your site is an incredibly difficult task. But content writing makes it easier for your SEO to meet its goals.
Your target customers will consume the well-articulated content and engage more and more with your site. This way, content writing helps your company to win business online.
Get in touch with a best content agency like Textuar for content writing services. We have a team of writers proficient in various industries like automotive, real estate, healthcare, financial, and technology content writing.
