Why is content writing so popular?

I can bet, as a business owner, that you’ve heard the word ‘content’ more times than you’d probably like to.

And I agree – it can feel like a bit of a chore to ‘put content out’ regularly.

But there is a good reason why this has become a business habit of many successful founders over the last few years.

Let’s start with a clear definition to get the ball rolling.

What is content writing?

Technically speaking, content is information or messages that a business publishes to its audience.

Content writing is any writing that sends a message to your audience. This could include writing on your social platforms, blogs/articles or websites.

This sits under the umbrella of content creation, which also features videos, reels, images, audio and photographs.

Usually, many areas of content combine to create a winning formula. For example, you might post a reel with a snappy caption underneath (and you should, by the way. Videos are the top-performing content currently!)

However, there have been some blurred lines over the last few years.

Content writing often now goes beyond imparting information to the reader. Many articles and blogs (yes, this one, too) use a call to action within the content to encourage readers to act on what they have read.

But wait… isn’t that format more like copywriting?

The difference between content and copywriting

Yes, any writing that calls a reader to act is copywriting.

Officially official differences between content and copy are:

🤓 Content provides information or insight to educate, entertain or inform readers.

🕺 Copy – Provides information to ultimately persuade readers to act.

My advice is… don’t worry about the difference.

Just focus on the purpose of each piece of writing.

If it’s to build relationships with your audience and potential clients a nice bit of content about your business activities for the day could work. No need for any call to action there!

If, however, you’ve got new seasonal products launching you may want to combine the content about your day with a special launch message and link to your website.

True, the waters are muddy but it really doesn’t matter as long as you’re clear on your strategy with what you create.

Why is content writing useful for my business?

Whether you’re business-to-business (B2B), such as software or business-to-consumer (B2C), such as product or service selling, content writing can provide significant value.

In fact, 74% of all companies say that content marketing has been effective in boosting lead generation and gaining new customers.

The move towards content writing can be understood with the changing temperaments of consumers.

As we explored in my last blog entry – How can copywriting help my business – your customers are tired of being sold to. They want to make their own decisions efficiently and get the value they are promised.

Where do they go to make their decisions?

Usually Google, sometimes social platforms.

And if, when they ask their question, your well-organised and scannable website or blog appears with some useful information they begin to build trust in your business.

True, the rule of 7 states that readers need to see your content around 7 times to be ready to purchase, but the more quality content you have available, the more likely they are to see it.

Need help with content writing strategy and creation? Let’s talk about how a series of content posts or blogs can boost your brand reputation and gain new customers.

What are the main benefits of content writing for your business?

🏷️ Brand recognition

It’s a competitive market, but you can stand out with engaging content. If your content is consistent and reliable, customers will begin to look for your messages over your competitors. They may even stop reading your competitors’ altogether. Whatever platform your content appears on, they know and trust you because you’ve given them freebies of information and entertainment.

📈 SEO ranking for authentic writing

Google has declared that it will rank helpful, reliable, people-first content more highly on its search engine. Content is the perfect way to appear on the first search page when a potential customer types in their question.

For example, if a baker published a blog about how to make the perfect Victoria Sponge and then added a link to their order page, this would offer high value to the reader as they’re getting information that they need as well as an easy way to get a cake on demand!

🤝 Trust

Since customers don’t want to be sold to until they are well and truly ready, you can lose trust by putting out multiple adverts and using persuasion tactics. It’ll be seen as…annoying.

High-quality content establishes you as a voice of authority with something useful to share. Over a period of time (usually between 3-6 months), your great content establishes a firm foundation of trust. Consumers will happily buy your products because you’re not always banging on about them. Instead, you’ve entertained and educated them… then subtly hinted that they can get more from you.

💸 High conversion rates

Some content writing loses readers along the way. Yes, it’s true! But it’ll lose the people who wouldn’t buy in the first place. You don’t need them. On the other hand, it will gain many more qualified leads – these are customers who are ready to buy. Your ideal customers.

🙋 Repeat customers

These ideal customers are the ones you want to keep coming back. And they will because you’re consistently offering them valuable content. They know you, they trust you, and they feel like you care about them.

😇 Loyal clientele

Even better than your ideal customer is your loyal customer. These are the angelic beings who refer your services or products to others, promoting your business without you doing anything. They are loyal because you deliver – not just on your products but on regular information and entertainment. They’re part of your friendly community, and they’re proud to shout about it.

📢 Spreading the word

Valuable content writing will be shared within communities. Whether that’s a direct link or a mention, your brand’s reputation will reach more people if your content is useful and people-focused.

Now we’ve covered some key benefits to your business, we can get into the different forms content might take.

Content writing types

Social

Most businesses spend their marketing budget on social presence and community building. On social platforms, you can be authentic. Whether it’s a short caption or a longer post, remember that you represent your brand, not you.

Blogs

Blogs are more than just a place to vent or wax lyrical about your interests. They can provide your audience with those freebies we touched upon before – anecdotes, updates and information. All are valuable in building trust and reputation, then prodding the reader in the direction of your services.

Articles

Similarly to blogs, these provide value to your readership, but this time they might be more structured to provide specific information.

For example, they might deal with a case study that proves which bedding is the most comfortable or an evidence-backed guide to the best practices when cleaning an oven.

A really interesting article format is the listicle. It’s a comparison article where many different competitors are featured.

Why would you want to feature competitors on your blog, you may be wondering? 51% of content consumption comes from organic search. And we know that customers like to research at least a few options before making a choice these days.

If you’ve provided that research for them, with your business’s benefits in the spotlight, they are more likely to feel satisfied and come to a decision. These listicles really do convert to sales.

Website

As well as having your website copy (more persuasive writing that sells your service or product) you can also include some informative pages.

For example, if you are a therapist, you may include some information on the different types of therapy provided.

If you are a legal firm, it would be useful for clients to have some term definitions and examples.

Best content writing practice

The best content meets the customer at their point in the buying journey. I’ve adapted a customer journey map to reflect content writing best practices – this can be used as a guide for precision targeting.

2 min exercise

Think of some content that you could provide to inform your potential customers. Imagine that they are at the beginning of their purchasing journey. They have a problem and are unaware of your product/service as a solution.

Here are some questions to help you get started:

What problem does your potential customer have?
What might they type into Google to search for answers?
What is the best answer to their question?
What form would that content take?

Here’s an example:

Problem – I have no decorations for my party
Google search – Easy homemade decorations for party
Answer – Ideas for simple decorations you can make yourself
Content Form – List of 10 quick and easy homemade decorations (including, of course, a link to your services where they can save time and buy your product)

No time to write an article or even a short blog post? Contact me for just one article or a series of articles to boost trust in your brand and gain more customers.

Lastly, I’m sharing some of my top content writing tips that will help you create more impactful content.

👀 Use a catchy headline

It’s the first thing your reader will see – so make it count! Curiosity, emotion and thought – but never clickbait.

✅ Make it scannable

There’s nothing worse than a page full of blocks of text. No one will read that properly. Appeal to people’s impatience (let’s be honest, most of us are time-poor) and structure your writing with clear headings, bullet points, numbers and highlighted words. Scatter in some media, such as images/videos and your content will be much more readable.

😊 Be authentic

Potential customers want real-life, not polished sales pitches. Inject some humour, conversation, and relatable anecdotes into your content to connect with readers.

🎁 Provide value

Give the people what they want! But that doesn’t mean you have to reveal your secret methods or give away product templates. There is value in easy to access information, research and even in entertaining stories.

Thank you for reading!

What’s your key content writing takeaway? Drop your comments below and give this blog a like if it’s been useful.

Next week, it’s the topic you’ve been waiting for – SEO. I can’t wait to get into this one…

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Hayley Hickmott-Maurice | Copywriting Services