Why Effective Content Writing Matters

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Now that we live in a digital world, “content” is the backbone of your company’s digital marketing plan. In order to market and sell your product or service, you have to have some material that describes it and helps persuade a potential customer that they could benefit from it. This includes, of course, your website’s copy and images, your brand’s overall design and tone, and your marketing strategy as a whole. 

But all of this alone doesn’t cut it nowadays. Today, it’s imperative that you have a strategy that utilizes high quality content writing to help draw users to your site, engage with you on social channels, and gain an understanding of your company’s product, services, and tone. Content is what gives your customers something to engage with and to learn from. But it has various other benefits as well. Let’s dive in. 

What exactly is “content” in terms of digital marketing? 

“Content” in general is really an umbrella term that covers copywriting, videos, social posts, and more. But for our purposes in this article, we are referring to content writing specifically. This means the longer form copy that you consistently post to an educational or blog section of your website. 

Why is quality content writing so important for marketing?

There are a lot of reasons to invest in great content writing as part of your digital marketing strategy. We’re explaining the most important ones below.

· First, it’s beneficial for your site’s SEO. 

We discussed this in depth here , but ensuring that your site has plenty of opportunity to utilize your specific, targeted keywords is imperative to your SEO strategy. The general descriptive copy on your site should of course include them as well, but at the end of the day, there are limited opportunities to use them in your site’s main copy (and we all know it can be harmful to keyword-stuff your site). 

This is where content writing comes in. By consistently posting a new written piece about a relevant topic, you have a place on your site to house those keywords and key phrases. You’ll need an experienced copywriter who can integrate keywords without it sounding too purposeful, but your site’s blog is the prime spot to constantly add content. 

Plus, the more you add, the more your content will build on itself, offering you the opportunity to utilize interlinking. Interlinking is another important element for SEO since it can keep users on your site longer, thus increasing user engagement with your site and decreasing your site’s bounce rate. Google takes both of these factors into account when determining your site’s position. Similarly, content writing offers a place for you to integrate links to other high-quality, relevant sites. The more other sites “notice” your great content, the more they’re also likely to link to you, thus making you more “connected,” which Google likes. Remember — we’re talking about a the world wide “web” here. We want to be connected as possible (but only to other great, non-spammy sites). 

And with regard to SEO, content writing is digital, and can therefore be constantly changed. You can “recycle” a piece that you wrote a year ago by adding new links, adjusting the copy to ensure that it still offers relevant content and keywords, and then promoting again across your social channels. Since it’s not printed material, it’s easily edited. 

All of this to say: adding content to your site is one of the most important ways to help boost that ranking. But it’s so important to make sure that the content you add to your site is actually helpful and not just there for “fluff.” 

· It can answer FAQs. 

Let’s say your business is an accounting firm and you often have clients or prospects calling and asking the same question. The answer to this question would be an ideal topic for a piece of genuinely helpful content writing. The benefits of a blog like this are twofold. First, you save yourself some time. Rather than explaining over the phone or replying to multiple emails with the same answer, drafting an explanation, adding it to your site, and then promoting it through a newsletter or social media post (or, ideally, both!), you can nip those extraneous calls in the bud and earn some time back to your workday. Your clients can find the answer right on your site, which is also more convenient for them.

This also gives customers the opportunity to gain a clear understanding of your services. You obviously want to outline your services on your site’s main pages but adding blog posts that explain them in detail may offer helpful answers to those perusing your site contemplating whether or not to reach out to you.

· It helps establish your brand’s tone and identity.

When it comes to your site’s general design, there are only a few places where you have the opportunity to get your company’s “identity” across: your main copy and your images. Fortunately, solid content writing can help expand on it for potential customers. Your brand’s writing style and tone should be consistent throughout the copy on your site — and not all tones are the same. Think about, for example, the tone that you’d pick up from the copy on a law firm’s website versus the tone you’d notice on a cupcake company’s site. These would likely be vastly different (we hope, anyway!). The more a consumer starts to “know” and trust you because of your tone and polished content, the more likely they are to become your customer. A solid collection of blog posts that demonstrate your style and tone help to make this possible. 

Your content writing also allows you to show your potential to online users. Ensuring that your content is free of grammatical errors, spelling errors, and typos demonstrates your attention to detail better than saying “we focus on attention to detail.” It can also help establish a sense of authority: providing helpful content that you’re obviously knowledgeable about simply looks good to a potential customer. For example, if you’re looking for an English tutor for your child and you notice that their site is riddled with grammatical errors, you’re going to be unlikely to reach out for their services. If, on the other hand, you notice that the site is polished, professional, and filled with professional content, you may choose to reach out right away.

· It provides a place for consumers to engage with your company.

Your content and your social media feeds should have a beneficial relationship to one another: the content “feeds” your social media, and then your social media helps bring people to your site to look at the original content. In other words, writing content on your site is helpful in that it gives you something to post about to social media. By posting helpful, educational information that your potential customers can easily locate through your channels, you offer a chance for them to engage with your company directly. Content allows you to get the conversation flowing. 

Outside of social media, pushing newsletters to current or potential customers is also a way to keep them engaged with your product or services. A newsletter may include completely “fresh” content as well, but it’s great to link to your site’s blog so that customers head to your site and notice that you’re providing them with genuinely helpful information. 

At Golden Lasso, we believe in a well-rounded digital approach for your company’s unique needs. We think that content writing is definitely a part of that equation.