You’ve seen it yourself. These days there are a gazillion different ways to broadcast your thoughts online.
Content writing, podcasting, YouTube, Snapchat, Instagram — the options are overwhelming. You’d wonder:
- Should you go to the trouble of creating written content for your business?
- Which type of content writing is good for your business? Which should you choose?
- What’s the difference between all the different types of written content?
It’s so confusing. However, content writing is critical for any digital marketing. It entails writing:
- Blog posts and articles
- Script for videos and podcasts
- Content for specific platforms like Twitter and Reddit
- Email newsletters
- Keynote speeches
- Social media posts
- White papers
- Webpage copy
- Landing pages
- YouTube video description
In other words, content writing is the core of any content you publish, and that begs the question:
Why is content writing important for a business?
1. It Helps Your Search Engine Ranking
It’s possible to quickly use Pay-per-click (PPC) advertising to target internet users quickly, but it costs lots of money and doesn’t improve your website’s organic growth.
For that reason, professional content writers use a variety of search engine optimization techniques to move pages closer to the first page of SERP (Search Engine Result Page) so that you can enjoy free traffic.
After all, content creation is a key element of SEO.
Writing quality content with the right keywords in the right place — content that engages, informs, supports, and delights your audience — is a great way to improve your search engine visibility.
It doesn’t matter whether you’re creating blog articles, product pages, an about page, testimonials, videos, or anything else you create for your audience; writing your content right will support all your other SEO efforts.
The only problem?
It takes time to rank on the top of search engine results.
However, when you start getting results, you’ll get consistent free traffic.
The more you add optimized content to your site, the higher your ranking and the more visitors you attract.
2. It Moves Customers Along the Sales Funnel
Any business requires to move customers from getting to know them to buy from them.
This creates different buying stages that require written content to guide customers through to make more sales. While good content not only influences the decision-making process, you can use it to target people at specific points along the sales funnel.
Here, written content allows you to drive customers in three general stages (though they could be more).
The Awareness Stage
The awareness stage is at the top of the funnel, where a prospect first finds your business. At this stage, customers might be searching for general information that piques their interest. Here you can use a blog post to target the awareness stage.
In your writings, you should use:
- The right keywords to rank well in the organic results
- The right keywords for your Google Ads campaign
- Optimize your Google My Business Profile
- Optimize your images and product feeds for shopping results
Your ideal customer will find you via search and click over to your website.
The Consideration Stage
Now that your prospects have clicked on your site, they’ll check what you have to offer and decide if they want to get it from your business.
Here your written content should show visitors exactly what they’re looking for right away, or they may click away. Then show them why they should buy from you.
The Action Stage
In the end, your content should show your customer what to do. It might be:
- Buying from you
- Request a sales call
Using content with clear calls to action and an easy check-out process is excellent at this stage.
3. It Boosts Conversion Rates
No question professional content moves readers along the sales funnel.
However, an excellent content strategy can create an audience with whom you develop a relationship of trust, which boosts your conversion rates.
The only problem, though?
It doesn’t happen overnight.
You’ll need pristine content that attracts the right customers, increase sales and create irresistible brands.
As your website visitor moves through the funnel, they learn more about your products and services and accept your company as a brand they can trust.
When you get a devoted audience, you’re likely to have loyal, evangelistic customers for life. What’s more, reliable customers are more likely to tell their friends about you.
All you need is to develop great content for your target audience’s most probing problem and deep desires so that they can form a visceral bond with your brand.
4. Establishes Your Brand as an Industry Leader
Every business wants to build relationships with consumers.
You can publish content that makes your competitors recognize you as an authority. It takes a different approach from building a relationship with buyers.
One way to establish thought leadership is publishing content that selflessly shares insights into your industry trends and barriers.
Yes, the information you share will help your competitors succeed, but more importantly, you’ll construct bridges between you and other companies. This is crucial because you stay competitive but can also benefit from cooperation.
After all, consumers want to know who provides the best product or service. As a result, you can establish authority by:
- Providing valuable content
- Delivering test of quality
- Customer testimonials
- Sales figures
- Case studies
- White papers
It’s difficult to be a thought leader without written content, but if you want to own your market, it’s the best way to go.
When you create content on a topic that you focus on, you project yourself as an expert in the field. If you’re projecting helpful and insightful content to your prospects, customers will feel inclined to trust you based on all the wisdom you share.
5. Provides Customers Value Before They Buy
The new marketing pattern involves providing customers with value before they buy from you, and content writing will help you stay in the game.
The psychological concept of this approach is the principle of reciprocity that holds that people who receive a gift (even a gift they didn’t want) are hardwired to reciprocate by giving something of value back to the gift giver (like buying what your business offers).
For that reason, valuable content can help you collect website visitors’ email addresses. You can offer useful resources including:
- Free ebooks
- Free email course
- Free webinar
Such a magnet entices someone to sign up for your list.
6. It Increases User Engagement
Ideal written content initiates two-way communication with context-driven engagement. This engagement allows users to understand the origins, qualities, and features of the offerings.
The more time consumers spend on evaluating the offering, the high the buying probability. You can create timely content around periods where purchase chances are higher. For instance, during festive seasons, you can create content that strategically targets the season.
Content can improve user engagement on your website, leading to higher revenue because engaged users are more likely to become brand loyalists that create trust with your brand and advertisers that your site promotes.
What’s more, engaged visitors will:
- Champion your site to friends and family (who will come to the website as warm leads)
- Stick around for longer
- Generate more and better leads
Is Content Writing Important for Branding
Customer retention is a huge challenge for many businesses — with customer purchasing once and never again.
After all, it isn’t practical to expect repeat purchases without any reason.
That’s where content writing comes in. Consistent content creation positions yourself as a trusted and indispensable voice among the competition. It gives you an edge in content marketing because it inspires customer loyalty and drives repeat purchases.