Did you that there are 18 types of content writing? Did you also know how you can effortlessly use these different forms and mediums for content marketing? But first off the bat, what is content?
Why is text, a vital component?
According to Statista, there were 4.57 billion active internet users in July 2020 alone. That encompasses 59% of the global world population, making it more easier for individuals and businesses to reach an audience.
It can be argued that most consumers have shorter attention spans and are interested in visual content like YouTube videos. While that isn’t incorrect, it is not a wholly accurate depiction.
Advantages of content writing
- Building a long-lasting relationship with the audience.
- Usage of keywords which increase Search Engine Optimisation (SEO).
- Boosts leads.
- Greater sales conversions.
- Long in-depth information and technical jargon is easily understood.
- Freely available and shared.
- The brand is clearly understood.
The question is: How does an entity or individual successfully reach their target audience? What are the best mediums to deliver valuable content?
Choosing a medium
Content can be published in an abundance of ways, ranging from case studies to blog posts. Choosing the right medium depends on the target audience.
Businesses are driven by consumers and therefore, paying attention to who they are and what they find fascinating is crucial. For example, teenagers will not be interested in long, text-heavy content, while middle-aged individuals, or specialists, will not mind long-form, and technical language.
Content writing mediums
Articles
Articles are a popular way to reach a large audience. They are generally longer, include well-researched and in-depth content. They revolve around educative and informative topics, and are widely distributed both online and offline. Articles can be published on other websites to attract new customers and build reputation.
Blog Posts
One of the most commonly used content marketing tools, blog posts are informal in nature. They successfully connect with consumers, increase online visibility and provide easily shareable content. Not only are they a cost-effective marketing tool but they also drive organic traffic and nurture relationships between potential and existing customers.
Gillette moved from promoting razors on weekly newspaper columns to a lifestyle blog. They realised inbound strategies yield greater results and this holds true not only for big multinationals but even small and medium enterprises.
Social Media Posts
One of the most widespread and easily accessible tools, social media is a must for any business. As per Statista, 3.6 billion individuals were using social media in 2020, with this number only bound to grow. Any individual or business can advertise on social media with little to no cost.
Advantages include:
- Creating brand awareness.
- Generating higher leads.
- Increased customer and audience engagement.
- Easily shared content.
- In-depth demographics, and more information on consumer trends.
- Greater web traffic.
- Boost in sales.
- Information on competitors.
Case Studies
A case study is a solid method to showcase the effectiveness of a product or service. Such a paper is more than just customer testimonials. The idea is to make the product or service stand out. They feature strong narratives and real-world uses which promote the brand. When a customer reads a case study, they should feel the desire to try or buy the product.
According to HubSpot’s State of Marketing Report 2021, marketers stated that case studies are their fourth most used forms of media in their content marketing strategy. This also makes them fourth most popular, only behind videos, blogs, and infographics.
White Papers
A white paper is a highly detailed report or guide based on a specific topic, and the problems surrounding it. They rank seventh in Hubspot’s State of Marketing Report 2021. A white paper is a longer form of content and is similar to an e-book, the main difference being that white papers tend to be technical and in-depth. The information in white papers is backed by original research and statistics. They are also often filled with charts, tables and graphs, among others.
There are many types of white papers, with the two most common being:
- Backgrounder: This document explains the benefits of the product or service in detail.
- Problem solver approach: This type of white paper analyses a problem, and presents a solution to the audience.
White papers are a great way to boost sales, increase leads and gain trust within the audience.
E-books
E-books are informal and are comparatively more extensive than blog posts. They rank sixth in Hubspot’s state of marketing report 2021. Their appeal lies in their portability, affordability and versatility. E-books could be used in various ways; sold for revenue, used as a content marketing tool to attract customers, besides giving it to customers for free as a method of promotion. Publishing a high-quality e-book is a great means of publicity that helps a business to become a thought leader.
Presentations
Slideshows engage individuals. They enhance customer comprehension through vivid story-telling, visuals and statistics. The advantages of presentations include:
- Flexibility: Content can be edited and updated at any time based on circumstances.
- Face to face interaction plays a significant role psychologically. Audiences are likely to trust and believe individuals in authority, or those they meet in person.
- Engagement: Audiences are likely to pay greater attention when shown striking images or colourful, user-friendly text.
- Versatility; they can be presented in one-to-one meetings, in front of large audiences or shared online.
- Companies can ensure consistency as each employee would share the same presentation with similar information.
Frequently Asked Questions
FAQ’s are based on a company’s products and services. Not only do they help the business by saving time, money and effort when done right but they are also a vital form of customer support. FAQ’s improve SEO and enhance trust among consumers. Those who don’t find the necessary information will quickly move on to the rival brands, which underlines the importance of a well-developed FAQ.
Ask Me Anything’s (AMA’s)
Similar to a question and answer format. With new features on social media, holding AMA’s are fun ways to engage with customers.
- Boost engagement.
- Connect with an audience transparently.
- Promote new products or services.
- Increases likeability by addressing their queries.
- Customers gain a better insight and understanding of the brand.
Email Newsletters
Email newsletters are a great form of content marketing. Businesses can either send previously shared information as newsletters or they can come up with fresh and exciting content. Most individuals would enjoy relevant, informative and short emails.
Like e-books, email newsletters offer great versatility. Customers can either pay to view them. Businesses can earn revenue based on views and subscribers or they can be free for all.
- Great return on investment (ROI).
- Creates brand awareness.
- Business and brand lingers in a consumer’s mind if seen often. This increases leads and conversions.
Infographics
Infographics are among the most shared forms of content. They effectively communicate through visually-appealing and easy-to-comprehend data, thereby ranking third in Hubspot’s State of Marketing Report 2021. Their attention-grabbing nature piques an individual’s attention and increases curiosity. Infographics should convey a message or story with interesting headlines and subheadings. Canva and Piktochart are great online platforms to use.
Original Research
Producing original research into written content and distributing it is a tedious but worthwhile initiative. Content related to research can garner a massive number of shares and likes. It is also a good way to get inbound links; this usually happens when someone else chooses to cite your work and share it.
Scripts
Videos and podcasts, regardless of length, need written scripts. Ultimately, the manuscripts decide how the content turns out and the way an audience would perceive it. Will there be a voice over for a particular scene? Will there be bright or dim lighting? The choice of words, sentence structures and emotions displayed, among others, carry great significance. Scripts can save time and improve the quality of content.
Checklists
Checklists are one of the simplest and quickest forms of content. They include tips, cheat sheets, guides, and so on. They’re easy to create as they involve pulling out the required information from previously published content. They have a massive traction as it’s easy to skim through and share.
Descriptions
Writing descriptions for videos, podcasts, products and services is a pivotal part of any business. For many individuals, descriptions are the first point of contact with a company. Therefore, it is essential for the content to be well-developed and suited to the brand. Messy descriptions with bad structure and grammatical errors can wean away potential customers in no time.
Speeches
Writing speeches for key speakers determines the image of the business. Speeches generally take place in front of audiences and distinguished guests. They are talked about long after they took place and often recorded, making them all the more essential to get the content right.
Landing pages
This is the first look an individual will get into the business and brand. Design, language and images are all deciding factors in creating the first impression for the visitor to the website. If done right, there could be a noticeable increase in customers and activity.
Guides
Depending on the business, guidebooks are invaluable pieces of content. Individuals will learn about the brand and the company can establish itself as a thought leader.
Tips to become a better content writer
Good content writing takes time and practice. Each writer has their own style and process for each piece, but here are a few tips one might find useful.
- Think of structure
Briefly outline the piece before you start. What is necessary for the piece? What can be added? This exercise saves time and effort.
- Remember your audience
With every piece, thinking of the audience is a must. Who is it targeted at? Who will likely read it? The aim of every piece should be to have the audience perceive the business in the same light they want to be seen.
- Medium
White papers generally contain in-depth information with technical jargon (including legalese), and it’s important to remain that way. A white paper written like a blog post would negatively impact the image of the business and therefore, it’s essential to think of the medium where the content will be published.
- Language is important
Words impact a reader in specific ways. Weaving them perfectly to create a compelling piece can make all the difference.
- Get to the point
Long, flowery paragraphs which lead to nowhere bore the audience. With the internet constantly offering better alternatives, it doesn’t take time for visitors to tune out and find other sources.
- Get rid of distractions
Often, the writing should flow naturally. Distractions like constantly blinking phone notifications, or another person chatting and attending to the doorbell, break the flow. Try eliminating such annoyances, and keep essentials like a beverage and some snacks next to you. This way, you won’t spend much time leaving your desk.
- Don’t freeze
Try not filling your mind with endless questions, and staring at a blank page. It is daunting, but try making a start. Before you realise, there will be 100 words in the document.
- Edit
First drafts are never great. Which is why editing is key. If there isn’t another person to look at the content, take breaks at regular intervals, as a rested and fresh pair of eyes are always better in identifying the errors. Reading the piece aloud and using online tools are always great tasks before publishing.
Content writing is an art which cannot be mastered in a day or even a month. There is always more to learn and much more to try. Don’t give up as the effort will be worth your while, if you give off your best.