What Is Content Writing & Why Is It Important?

By Graham Williams | December 1st 2021

Any serious business with a significant online presence should be using professional content writing services. And yet, remarkably, the majority do not. We dive into what is content writing and why it’s important to your business.

With billions of us now using the internet on a daily basis, vast amounts of new online content is posted online every single minute. As you read this, businesses all around the world are busily adding new content which they hope will increase awareness of their brands, bring more traffic to their websites, and, ultimately, help them sell more of whatever it is they are trying to sell.

For any business to be successful at this, it is absolutely essential that they create content that is professionally written, properly researched, relevant to the target audience, engaging, grammatically correct, and fully proofread for typos and inaccuracies. The cold reality is that most businesses fail to create new content that fulfils all of these requirements. How can this problem be solved? By hiring professional content writing services through a content writing agency to create the high-quality writing that your business needs.

What does a typical content writer do?

Many content writers are former journalists or marketing professionals who now recognise that there are more opportunities working as content writers than in their former professions.

A content writer provides writing that is used online. And while some content writers are ‘Jack of all trades, able to write about a broad range of topics and provide many different types of content writing from blogs to press releases, many content writers specialise in niche areas or topics. This might, for example, be specialising in email newsletter content writing or niche writing for the pharmaceutical industry.

What are the basic requirements of content writing?

Research – high-quality content writing requires research. And a lot of it. From researching the target market and the target market persona, to clearly understanding the business goals of the company that requires the content, there are numerous things that need to be done to produce high-quality writing. Many questions need to be asked such as what are the business goals? And how can these be achieved through the content you are producing?

Search Engine Optimization (SEO) and keyword research and identification are equally important tasks when creating professional content writing. SEO helps identify keyword-optimized content that will enable a business to appeal to both humans and Artificial Intelligence. This means keywords that humans are likely to use when searching. These same keywords will also attract the A.I. search engine algorithms.

Topic research – high-quality content writing requires diligent and in-depth topic research. You can be the best writer in the world but if you don’t understand the topic matter, those skills are wasted. The reader wants to be engaged and informed. And they want the content they are reading to be accurate, relevant and up to date.

Planning – what kind of content do you need? How long should it be? And when and how often should it be published? These are all important considerations when creating content.

What are the different types of content writing?

There are numerous forms of content writing. Here are 5 of the most common:

Website content – Website content should be accurate and as up to date as it is realistically possible. High-quality content writing is completely on brand and will help a business grow its website traffic.

Articles – Most of us spend many hours each week reading articles. Many of the most engaging are either written by professional journalists or professional content writers. Well written articles have catchy titles, good hooks throughout, and keep the reader informed and engaged.

Blogs – many blogs are simply glorified articles but there is a very special art to writing truly conversational blog content that is engaging to the reader. A professionally written blog is unique rather than being cut and paste from elsewhere on the internet. Blog content writers understand that high-quality well-written content will appear higher in the Google search rankings and will therefore attract more web traffic for that business or online publication.

Press releases – All too often, press releases are written and rushed out by staff members who have no professional writing skills. A good press release will successfully promote company news such as new product releases. When done well, a press release will encourage others to spread the word far and wide on your behalf. For free.

Product descriptions – Product descriptions should be written by content writing professionals. As well as technical information, the writer also needs ‘to sell’ the product in question to the target audience.

What makes an excellent content writer stand out from the rest of the crowd?

Ultimately, the very best content writers are the ones who are the most successful at boosting your company’s web traffic or nailing your brand identity. Good content writers get results!

Here are 8 skills that a good content writer must have:

  1. Thoroughly research the topic they are writing about

  2. Authenticity

  3. Understand the company’s brand and its target audience

  4. Excellent technical writing and grammar skills

  5. Understanding of SEO and keyword use

  6. Ability to meet deadlines

  7. Unwavering focus and commitment to whatever is thrown at them

  8. A good content writer thoroughly proofreads their content. Several times.

Where can you see content writing?

Content writing exists all over the digital world from purposeful social media posts to carefully crafted corporate PR.

For a better understanding of what is content writing, here are 10 of the places you will find content writing:

  1. Social media posts

  2. Blogs

  3. Web content

  4. Public Relations

  5. Videos and podcasts

  6. Brand journalism

  7. Advertising and sales copy

  8. Technical writing

  9. Press releases

  10. Ebooks

…The list goes on and on…

Content writing is everywhere, we just don’t realise it.

As discussed in this blog, any serious business with a significant online presence likely employs the service of professional content writers. From informative press releases and creative Instagram posts to heavy-on-detail technical papers and annual corporate reports, it is vital that the message any company wants to communicate is written and delivered by professionals who understand this whole process from start to finish. Put simply; first-class content writing is like gold dust. For this reason, content writing services are in huge demand. Indeed, content writing is everywhere, we just don’t realise it.

What is the best way to ensure your business recruits the professional writers it needs? By investing in the services of a content writing agency.


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