Digital marketing is all about publishing great content.
How many times have you heard or read a statement like this? I bet it is a lot.
Now, I believe that you have read a lot of articles and blog posts that try to explain what content writing really is but the more you read, the more you became confused. Well, in this short article I am going to remove all the fluff and give you the steak of what content writing really is.
I promise to make everything simple so that you can understand this concept better. It took me a lot of time to fully figure out what content writing really was and its ultimate objective. All the time, I kept confusing it with copywriting which is a totally different concept serving a totally different purpose.
The art and science of creating content has never been fully and adequately explained to marketers.
So, what is content writing?
Content is a very broad term that simply refers to anything that is created and uploaded to a website for a specific audience and for a specific reason or objective. In other words, all the words, images, tools that is on your website is content.
Also, all the pages that your website has, such as the homepage, about us, contact and product information pages as well as landing pages serve as content.
Finally, all the things that you create as part of these pages on your website like videos, photos, webinars, white papers, ebooks, podcasts, etc definitely count as content.
Therefore, content writing refers to the art and science of creating digital content that is meant for internet users, that is, for digital consumption.
Objectives of Content Writing
Having that simple definition and explanation in mind, it would be wise to know that the precise goal of content writing is to convert browsers, that is website visitors, into buyers and customers, loyal fans, your ambassadors and advocates for your online business if you are creating content for your business.
This is done over time by deepening the relationship through creating valuable and relevant content for your audience.
In the digital world, the person who has the most engaging content on the net in that particular field is the one who wins. This is made possible by telling relatable stories.
To be specific, content writing is done to do the following:
- Attract customers
- Educate buyers about a purchase that they are currently or will be considering
- Overcome resistance in the physical business space
- Establish credibility, trust and authority in your business industry
- Tell a story
- Build a following on social network
- Inspire impulse buying
In conclusion, content writing is a must have aspect of any online business. If any business wants to succeed in the online world, it needs to embrace content writing. You need to make your information valuable because the more valuable information you post out there, the more you will be viewed as an expert and earn people’s trust.