It’s one thing to grab people’s attention with a flashy piece of marketing – but what are you going to tell them once you’ve caught their attention?

Your brand needs content to fit its style, and this is where content writing comes in. Whether it’s a few hundred words in an email, a few hundred characters in a social media post or pages with in-depth information in a white paper, your content expresses the point of view of your brand.

By focusing on the craft of content writing, can inform and entertain your audience. Content marketing is half of your conversation with your customers, and it is also one of your most important search engine optimization tools.

Not bad for less flashy content.

What is content writing?

Content writing is the process of creating text assets for your brand. Whether the item in question is long or short, and no matter what channel you will use to deliver it, it is content.

Trademarks have been writing content for as long as they exist. Text-rich advertising has been attracting customers for centuries. In recent years, new content channels and goals like SEO content writing have been added, but the building blocks are the same as ever.

The fact that the written word is so well known is both a strength and a challenge. On the plus side, writing materials for clients to read is one of the simplest ways to give them a message. On the other hand, because written content is so prevalent in a client’s daily life, you’ll need to find a way to make your message stand out.

Regardless of what type of content best suits your brand, there is probably a way you can improve your production and results. This is the best way to see how content writing can work for you if you look at real-world content writing examples.

4 Examples for content writing

Great content is created in order to achieve a goal. Instead of just existing, these pieces are made to get a specific response. Written content marketing goals may include promoting search traffic, answering urgent questions, or highlighting your brand’s mission.

For each of these goals, there are ideal content types and channels. By looking at successful examples in different styles, you can keep your own efforts to write content on track, regardless of the type of audience you target or the response you want to attract.

Here are 4 useful types of content writing, along with examples of content writing that show how brands have made them work:

1. SEO content writing

Business content designed to attract the attention of searchers and search engines has taken a number of different forms over the years as SEO algorithms have evolved. These days, the kind of postings that achieve large numbers, are mostly comprehensive and detailed, full of information that your audience can use.

Check out any of the sponsored examples of a powerfully optimized post articles posted on Investopedia. These are long, highly researched articles that have been reviewed by the Investopedia team for accuracy. They also carry all the features of modern SEO.

Note that the headings of the post are general terms that people can search for. Investopedia articles in general, both in the editorial and by the sponsor, have a high ranking in the search results, because they put these relevant items in the spotlight a lot.

Of course, hitting an SEO bullseye with your word choice is not something that just happens. As a content writer, you can use tools like MarketMuse or Semrush to make sure you are dealing with the type of topics and phrases that your target audience is looking for.

2. Writing web content

In addition to being written for SEO only, content can also be an essential part of a website, which can help visitors learn more about your products or brand identity as they approach a purchase. This writing should have a strong voice, making viewers feel like they are getting to know your business rather than just reading a list of facts.

As part of its image recovery after bankruptcy, fashion retailer Neiman Marcus has chosen a flashy web content approach that reflects glossy magazine distributions and showcases its collections in words, images and video.

The text sections here are short and functional and give buyers a picture of why a specific product might be for them. The images do a lot of work, but the words are not just placeholders. They emphasize the practical features of the clothes in question with more style than a bullet point list would have.

Also important: this web content is now in line with the retailer’s online store. Links throughout the pages in magazine style bring readers to the relevant collection in the online store. The path from excitement to purchase can be very short with well-written website content.

Copy Email Content

Writing e-mail content is complex because the form must always follow the function. Email can play many roles for your business. Heat new incoming clues? Continued on a purchase? Notify customers of a sale? Do you keep in touch with members of the mailing list? Email can do all these things and more.

For an example of a functional email that conveys the message, you can look at the material that JetBlue sends to customers. Given the logistical work of bringing travelers to their flights, there are many functional copies in these emails. It also contains quick links to learn more about JetBlue features and offers in a friendly, light voice.

Source: really good emails

The tone remains consistent in the many emails sent by the airline, although it performs a variety of functions. Some are designed to remind passengers of safety policies, others include offers to join preferred passenger programs, but more are mostly about benefits available on JetBlue aircraft.

Copies in e-mails should be short enough for recipients to read instead of clicking away, and adapted to the situation. A content writer should always remember why a client receives a specific email, and should convey the message while retaining a recognizable brand voice.

4. Content writing for social media

Writing for social media today is a big part of any content marketing, which is defined by its limitations. Short character restrictions and the focus on easy-to-consume visual media puts a content writer in a unique situation when creating social media posts. However, this does not mean that you should take these short texts for granted.

If you want to see a big brand have fun with its social media strategy, look no further Major League Baseball on Twitter. If you consider baseball reputation as an old-fashioned and change-resistant sport, you can expect it to have a slightly bumped-up social media game. Not so. Tweets for tweets are often a few funny or funny sentences, with correctly deployed emojis. These posts offer thousands of likes and retweets, and spread baseball highlights far and wide.

For posts written by experts using the absurdly deep catalog of baseball statistics, there is a separate Twitter account, MLBStats. The main account and its focused sub-accounts can tweet each other again to get more attention to content written in different voices, some serious and others light-hearted.

The story is the same on Instagram – short captions that get to the point, leaving room for fans to comment and share. The numbers are even more impressive there, with hundreds of thousands of likes for top posts.

Is your brand ready for the show?

Since writing on social media is such a wide and unique area of ​​content creation, it’s worth isolating some useful lessons from the way MLB produces its content:

  • Keep the writing short and soft. People will scroll fast – do not give them a chance to get bored.
  • Make sure you mark other accounts correctly. If the popular people or brands share the post, it’s a whole new audience for your post.
  • Form your content on the platform. This can be reflected in the length of the text, the choice of hashtags or the adjustment of the tone to suit the main audience of the network.
  • Choose a voice and stick to it. Instead of sharing stat content on its main account, MLB has created an entire second channel. It kept the main voice undiluted.

Although all social media platforms are different, the same principles apply. Whether you’re writing for Facebook, LinkedIn, TikTok or something in between, the general rule with social media posts is to find the perfect medium between your brand voice and the audience of the platform.

Good versus bad content writing

Ultimately, good content writing works for the situation. Being an effective content writer means you have to find the versatility to create SEO content, blog post text, web copy, email content, social media posts and any other type of delivery, as the situation requires.

Written content should be created with a goal in mind, and if content brings the brand closer to the goal, it is the sign of good content. This means that it is important to study the effects of your pieces after you have published them. You need to know if the previous piece worked as desired to form the next piece.

Content is such a broad umbrella category that in a marketing perspective it can do whatever your brand needs it to do. So the question is: what will your next content writing accomplish?

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