Imagine a near-distant future where we’re all gathering together freely once more. ?
You and I are attending the year’s biggest content marketing conference.
Before we head to the event center for talks, presentations, and meet-and-greets, we agree to meet up at that quaint little coffee shop on the corner near our hotels.
We sit at a table by a window looking out onto a sunny city street. Bright-eyed, early shoppers pass laden with bags, and businesspeople in suits and blazers hurry by on their way to their first morning meetings.
We sip our coffees and chat idly about the upcoming events of the day. We even indulge in a little gossip.
After my last sip of espresso, I ask, “So, how is your company’s blog doing?”
You reply with a pained sigh, and lifelessly mutter:
“It could be doing so much better.”
I lean in and give you my full attention while you lay out a laundry list of problems:
You can’t keep up with the consistent blogging schedule you need to get anywhere.
You’re hyper-focused on quantity and obsessed with pushing out content just to get it out there. Ergo, much of your content is just okay, while most of it is downright rushed and bad.
You haven’t even thought about SEO.
Writing isn’t your forte, nor is it the specialty of anyone else on your team, so you struggle mightily when it comes time to create content.
Your main competitor, on the other hand, has an incredible blog and is jumping ahead of you by leaps and bounds with the audience they’re drawing in.
And the list goes on.
You sit back in your chair, rubbing your temples. Just thinking about the situation gives you a headache.
You know what I’m going to say.
I say it anyway.
“You need a content writer.”
You Need a Content Writer: 5 Reasons to Invest in Your Content
Even though this is an imaginary situation, the point still stands. If you’re like most small brands, some or all of this is ringing true.
In a survey on the state of content writing in 2020, Mantis Research and Typeset found most small business owners, marketers, and communications professionals experience a disconnect between knowing what successful writing looks like and actually achieving it.
76% say they know what successful writing looks like, but only 45% think their content is extremely/very effective.
Nearly half of all business communicators struggle to understand what their audience wants to read.
Those with only moderate success with content writing struggle with most aspects of the process: writing and publishing consistently, maintaining quality over time, writing headlines, writing for SEO, writing concisely, getting the words to flow, and meeting deadlines.
[bctt tweet=”Most small business owners & marketers experience a disconnect between knowing what successful writing looks like and actually achieving it. How do you close the gap? ➡⬅ Get yourself a content writer ?” username=”ExpWriters”]
As you can see, you’re not alone in your struggles.
But there IS a solution.
You need a content writer, and I’m here to tell you why. (Imagine me giving you this advice over that same cup of coffee from our hypothetical friendly chat. ☕)
1. You Don’t Have Time
I talk to business owners and even marketing specialists every day who respond to my question about their web content the same way you did.
Sometimes, I just want to reach through the phone, shake them, and ask “Why do you think you’re not doing better?! It’s because you don’t have time!”
I want to, but I don’t. At any rate, the reason you can’t keep up with a busy writing schedule is simple: You don’t have time. You’re too busy actually running your business.
Thankfully, the solution is pretty simple, too. Hire a content writer.
Not only do we have the time to develop your content for you (because this is our job and what we spend our days doing), but we do this all the time, so we can make it happen more quickly than you can.
You don’t have the workflow down. We do.
2. Content Writing Is More Than Writing
When you hire a content writer, you’re not getting someone who will write generic content that may or may not apply to your business. You’re hiring a team member who will take an interest in your business and will be eager to learn how you work, who your audience is, and where your big successes and failures are now.
Once we have all the information we need, we’re going to be doing more than writing – we’re going to be communicating with your audience on a level you’d never have time to maintain.
Not only that, but content writers are experienced with writing for SEO — including keyword and topic research — as well as editing, writing for social media and other content formats, and more.
Content writing means we have to be good at a little of everything – and that’s good for you.
A common mistake of CEOs and business owners who also do their own marketing and advertising?
They’re just too close to their own products. They can’t see the forest for the trees, so to speak.
Your content writer, on the other hand, is coming to the table with no biases and a fresh perspective. They’ll look at your product with zero prior knowledge of its existence, in many cases.
A content writer who’s worth his or her salt will take an interest in your business and will work tirelessly to understand it while maintaining their clear-eyed objectivity. It’s this objective stance that helps them write creative and innovative content that doesn’t rehash the same old tired clichés plaguing your industry.
That’s our job. We take your product, look at it in a fresh new way, and sell it to new customers with a novel perspective on what makes it so great. We take your tired content topics and breathe new life into them, illuminating and showcasing your brand voice in the process.
If your sales language and content writing are bogged down in jargon and marketing-speak that don’t really mean anything, then you most definitely need the help of a content writer.
4. Fresh Content, Consistently, Means Better Results
It should go without saying at this point, but I’m saying it anyway. (Do you see a theme emerging, here?)
Search engines love fresh content.
They also love quality content.
To rank well, to stay on Google’s page one, you need both.
75% of SEO experts cite content as the most important factor for an SEO-friendly website.
Keeping your site’s pages filled with ever-changing, fresh, keyword-optimized content that isn’t spammy, that’s written for humans, and is fun and engaging for an internet audience to read, is going to be the best dang thing that ever happened to your website. Period.
Guess what.
The best content writers do that. ALL of it.
Your content writer will have his or her finger on the pulse of your web traffic in a way you never could. They know how to write consistently great content while using SEO techniques – all without sacrificing readability, customer engagement, or accuracy.
I get it. You have overhead, and hiring even one more person will make your budget that much tighter.
No worries. You don’t need a sky-high budget to get stellar content writing.
Even companies on the barest of budgets should be able to afford the services of a freelance content writer for a project or two, and if the content is effective, then your bottom line will start looking up, enabling you to bring that freelancer on board regularly.
[bctt tweet=”❕FACT: You don’t need a big budget to get stellar #contentwriting. Even bootstrapped brands can afford a content writer for a project or two. ➕ with effective content, your bottom line will grow, so you can hire that writer regularly.” username=”ExpWriters”]
Need a Content Writer? We’ve Got Content Writers.
Content writing is an integral piece of the marketing puzzle. Without the right, skilled expert in your corner, content creation and publishing will be much, much harder than they need to be. They’ll take more time, more money, and cause more headaches.
You get it. You need a content writer.
If you’re ready to dive in, we’ve got you. ❤
If you need a content writer, like, yesterday, Express Writers has a literal writer army at your disposal. Check out our Content Shop and find out what we can do for your business.
Picture this – summer is here, and your calendar is full of pool parties, barbecues, picnics, and whatnots.
You’ve been waiting for this moment for what seems like ages. ☀
There’s only one small problem.
You want to look great in your bikini, but it’s been cold out there for the past few months, so maybe you’ve stayed in and eaten one, two, or twenty more pizzas than you should’ve (no judgment, we’ve all been there!).
At this point in the game, you don’t have a lot of options. You can go on an aggressive diet, use a body wrap or two, or skip a few meals. There are a lot of ways to get fast results, but the thing is, you shouldn’t be focusing on quick fixes.
What you want is a sustainable approach that can get you the best results possible, and the same goes for blogging.
For a long time, my approach to blogging was all about putting out as much content as possible. That’s not necessarily a bad idea since there’s a correlation between high publishing rates and increases in traffic.
The problem is, quick-fire content isn’t a sustainable strategy, much like any diet that promises dramatic results in a matter of days.
If you want to grow your traffic and maintain it, you need powerful, evergreen content that’s going to keep your website in the best shape of its life for years and years to come.
4 Types of Evergreen Blog Content
1. List-based articles
2. How-tos and tutorials
3. Frequently asked questions (FAQs)
4. History-based posts
That’s a quick cheat sheet if you need help coming up with evergreen blog post ideas. If you stick to those types of content, you’re on the right path. However, you may need a little help coming up with ideas, so keep reading!
[bctt tweet=”If you just fire out short trending posts that will be irrelevant tomorrow, you’ll have a hard time getting results. Better grow your traffic with evergreen blog posts. @JuliaEMcCoy shares what you should start posting now. ” username=”ExpWriters”]
2 Types of Blog Content: Evergreen Posts vs. Trending Topics
We can break down most of the content you’ll run across in blogs into two categories:
Posts that have to do with current trends
Evergreen content
Both types of blog posts have the potential to bring a lot of traffic to your website. However, content that focuses on trending topics has an expiration date.
The best way to put that into perspective is to take a look at Google’s most popular searches for the past years.
Here are some of the shiny things that caught our collective attention in 2017:
Source: Google
Now compare that to 2018 and you’ll see there’s little overlap:
Source: Google
The trends themselves change, but certain topics never go out of style. For example, those two breakdowns tell us that as a society, we care a little bit too much about sports and celebrities.
Spotting those types of big-picture trends is important because it enables you to come up with blog post ideas that tap into more lasting concerns.
I’m talking about the type of content that your readers care about now, and they’ll still care about in five years.
Chances are if you’ve been blogging for a while, you’ve already written some evergreen posts without even noticing it. The best way to spot them is to take a look at your website’s analytics.
Usually, there’s a spike of interest around new content. It brings in some traffic, and then that flow of traffic turns into a trickle.
Evergreen blog posts, on the other hand, tend to bring in a steady amount of traffic over time.
Source: Google Analytics
Blogging about current trends may give you a great ROI in the short term. However, evergreen content is the equivalent of that healthy lifestyle that will see you get to the pool party with the same six-pack you’ve been sporting all year.
Keep in mind, though – just because you follow a healthy diet, doesn’t mean there isn’t room for burgers and pizza somewhere in there and the same goes for blogging.
It’s very difficult to build an entire blog around evergreen content only because it tends to require a ton of work.
Ideally, you’ll have a healthy mix of blog posts that target current trends and evergreen articles. That way, you’ll maximize your traffic growth, and you’ll be able to maintain it ✔️
4 Types of Content That Make for Great Evergreen Blog Posts
As a rule of thumb, evergreen content is in-depth, and it has built-in longevity. Let’s break down the five types of blog content that fit those criteria.
1. List-Based Articles
The web is obsessed with list-based articles. If you do a random Google search right now, I’m willing to bet that most of the articles that come up are based on lists.
The logic here is simple. List-based articles enable you to judge an article’s worth at a glance. Know what’s better than learning 5 ways to tie your shoelaces?
Learning a cool 15. Can’t argue with that logic.
When it comes to evergreen content, you want lists that aren’t tied to specific products or events since those can change over time. Instead, go back to the basics and focus on everlasting advice. Articles like “6 Super Simple Tips for Writing Clear Sentences” will never go out of style.
2. How-Tos and Tutorials
The internet is amazing for a lot of reasons. Not only is it the best source for cat-based humor, but you can find guides on how to do anything.
Let’s say, for example, you want to learn how to change a tire. It doesn’t matter if no one ever taught you – you can look it up online, read a quick tutorial, and you’re in business.
Notice how lists are also incredibly popular when it comes to tutorials. If you can find a topic that you can break down into steps, you have a winning formula for an evergreen blog post.
3. Frequently Asked Questions
If you run a popular website, chances are there are a lot of questions you get all the time. You’re not alone, and that’s why FAQs are a thing.
We know all about that, which is why we have a shiny FAQ page.
Not only do FAQs save you a ton of time, but they also serve double duty as evergreen content. A FAQ can be both a page on your website or a lengthy blogpost that answers key questions about your industry.
The more questions you answer, the more valuable your FAQ becomes. That means more opportunities to use keywords, more traffic, and since it’s all broken down in clear sections, it’s easy for visitors to find what they want.
4. History-Based Posts
When you think about it, history is the ultimate example of evergreen content.
History is fact – it never changes, it only gets updated as we go along.
Now, here’s the deal, I don’t know what your blog is about. By some estimates, there are over 500 million blogs, and I’m only one person, I can keep up with maybe 1 million of them before things get confusing.
However, most blogs have one thing in common – they stick to a narrow set of topics or a niche.
Every niche or industry has its history. If you blog about running shoes, for example, you can write about their history, from the moment a guy first had the idea to attach spikes to the bottom of shoes for cross-country running back in the late 1800s (yes, of course, I had to Google that).
Whatever your deal is, there’s a history there, and it’s evergreen. If you can write about it and keep it up-to-day, you have winning blog content on your hands.
[bctt tweet=”What evergreen blog posts should you start posting now? Try list-based articles, how-tos and tutorials, FAQs, and history-based posts. Understand what these content types are in this post. ” username=”ExpWriters”]
Evergreen Blogs Are Healthy Blogs
Growing your blog’s traffic is easy, in theory.
You write blog posts that people want to read about and boom, you get traffic. The thing is, the only way to maintain that traffic is to keep publishing content at a fast pace.
Option B – you write evergreen posts that keep bringing traffic long after you’ve published them (or you hire an expert writer to do it for you!).
If you need help coming up with and writing evergreen blog posts, check out our content shop.
Freelance writing online—a part-time gig to fill your spare time, a common misconception that many have.
Sure, writing online can be a fun hobby for some; however, for others, it’s a passion that fuels a fire that some simply don’t understand. Content writing is oftentimes a thankless job—in some cases, you work hours on end researching and toiling over a keyboard creating an outstanding piece of content that doesn’t even garner you a byline. So why bother doing it?
Here’s my answer: because it’s my passion.
I’ve been a writer my entire life—I kid you not. Before I could even write, I was telling wild stories that my family would write for me so I could have a copy to show off to my friends, family, and maybe my own children someday. That passion turned into a love of reading and a love of creation, one that spurred my love of education. An odd combination, sure, but it all comes together, I promise!
I knew college was my dream in elementary school, but when the time came, choosing what road I was going to take and what I was going to do with the rest of my life…
Talk about an impossible task!
Freelance Writing Online: From Dream to Present & Future
What started as a love of education and wanting to educate other’s, quickly fizzled out as soon as the job market told me that becoming an educator wasn’t ideal. Teachers were getting laid off left and right, so why bother wasting my time and tuition money in a dead-end dream?
Okay, so it was time to choose a fallback option. I loved to read and create, so English was an obvious choice, but what kind of job could I get as an English major… Besides teaching English? Enter in Dr. Terri Fredrick, and there began my journey in professional and technical writing. This was a professor who encouraged us to look at every option available, including freelance writing online.
She taught us every lesson in the book:
How to spot scams
How to research clients
How to cold-pitch ideas
To not count yourself short
However, the lesson that stuck with me the most was to do what you love.
Upon graduating in 2013, this English major with her background in professional and technical writing knew that she wanted to write, but oddly enough, there weren’t all that many positions open for in-office writers. So, despite my family’s objections, I headed online, hit up ProBlogger.com, and landed my first writing position for a journalistic style website.
[bctt tweet=”How do writers land a work-from-home online job? And what does their day-to-day writing from home look like? Cassie Boss, Express Writers’ expert writer, shares her story and tips.” username=”ExpWriters”]
Freelance Writing Online: Part-Time Gig or Full-Time Job?
The overall job outlook for writers and authors is projected to grow 8% between 2016 and 2026, according to the Bureau of Labor Statistics, and with traditional publishing declining due to the uprising of online publication, the demand for online freelance writers is expected to grow.
[bctt tweet=”The overall job outlook for writers and authors is projected to grow 8% between 2016 and 2026, according to the Bureau of Labor Statistics. Still not sure if freelance online writing is for you? Read our expert writer’s advice!” username=”ExpWriters”]
What does that mean for anyone looking to start freelance writing online? Is this a position for part-timers looking to fill in some downtime? Alternatively, are there real possibilities to go full-time and make a living?
It all comes down to your intentions and personal preferences. For those looking to make a hobby of it, there are plenty of opportunities, both paid and unpaid; however, for those looking to make a career of it, I have some advice:
Prepare to get dirty and fight for your position.
Becoming a full-time freelance content writer takes a lot of time, patience, dedication, and yes, maybe a few tears along the way. Just like any other dream, you must be willing to work for it.
When I first started my journey into freelance writing online, I figured my degree would be enough to land me quality work, but just like with any other position, I had to prove that I could tough it out.
This meant researching and writing on topics that I didn’t love, working long hours and when I finally had the opportunity to take on freelance editing, it meant working overnight shifts, effectively putting my social life on hold.
What made it even harder, personally, was the fact that my circle didn’t believe that freelance writing was a “real job,” simply because I worked from home. To most, a “real job” consists of putting on business casual clothing, driving into the office and working 9-5. A “real job” wasn’t working in your home office at varying times researching and writing on topics varying from healthy keto recipes to Kim Kardashian’s latest relationship dramas.
While it wasn’t a traditional reality, it was my reality, and I loved it. Not only was I writing, but I was continuing my love of education because I had to continuously research topics for client pieces, and I knew I would be educating others once they read the content I was creating.
I was living my dream…. I am living my dream.
Becoming a Full-Time Online Freelance Writer
I could go on to tell you that to become a full-time freelance writer online you must create a website, pitch your ideas and network, but I’m not going to. There are enough blogs and how-to articles out there that do just that.
That said, here are my tips on how to become a full-time online content writer.
1. Put Yourself Out There
By putting yourself out there, I mean get comfortable with being uncomfortable. If I’ve learned anything in my 6+ years of freelance writing online, it’s to be prepared to get out of your comfort zone. Since I was trained in literature during my school years, never did I imagine I would end up writing about digital marketing, celebrity entertainment, or health and wellness.
As a freelance writer, you can choose your niche; however, if you are just starting off, you need to prove your skills just as you would in any “real” job. This means researching and writing on topics you aren’t that familiar with and providing top-quality content that delivers results. Don’t be afraid of writing outside your comfort zone because it could be the difference between going full-time and struggling to land work.
2. Build Your Network
Okay, so I said I wasn’t going to go there… however, I’m going there. Building your online network matters more than you know. Writing is a creative art, even if it is technical in nature. You are creating something from nothing, and you need to have a network of people surrounding you to endorse your skills and help guide you on current trends. Think of it this way; your network works a lot like an artist’s online portfolio or a business’s testimonials page.
Having a strong network of people to endorse your work is one of the best ways to prove to future clients that you are capable of completing given tasks. Better yet, this network can also work to give you feedback to help shape your future work. Having a networking profile, such as a LinkedIn profile, is beneficial on so many different levels because it helps you continue learning from industry experts, all while allowing you to showcase your talents to prospective clients—all of which are vital steps in your journey to freelance writing online.
3. Your Client is Your Customer, Treat Them as Such
Another essential lesson I’ve learned through my years of online freelance work is always to treat each client as if they are the only one you have. Whether you found a steady job with a content creation agency or are choosing individual assignments on your own, each client needs to be treated as if they are your only focus.
Freelance writing online is a service that you are providing, and just like any other service, you are being hired to fulfill a customer’s needs. Treat your clients with the respect they deserve and always give them your best work. If you don’t feel like as if you can do their assignment justice, do the right thing, and tell them so. The absolute last thing you should be doing is handing in half-@$$ed work. That’s not going to get you the reputation you want. So, remember, the client is your customer, treat them as if they are the only one you have, and give them the quality work they deserve.
4. Let Go of Stigmas
If I’m being honest, this is probably one of the biggest struggles I had to overcome as a freelance content writer. Between disapproving loved ones, the stigma of being “lazy,” not having a “real job” and dealing with the instability of the job market, there were many times when I felt that freelance writing online simply wasn’t a viable position.
Here’s the lesson—I let outside influences tell me that it wasn’t viable, when, in fact, online content creation is a booming industry. With over 1.6 billion websites online, businesses are turning to online freelance writers to create expert-level writing that will attract new readers that will eventually lead to new customers.
That said, let go of all stigmas! The more you tell yourself you can’t, the more real that negativity becomes.
LET IT GO!
[bctt tweet=”If you’re serious about freelance online writing, here are Cassie’s top 4 tips: be prepared to get out of your comfort zone, build your network, treat clients with respect, and let go of stigmas. ” username=”ExpWriters”]
Get Serious About Freelance Writing Online
Sure, while many individuals turn to freelance writing online as a source of extra income or even just as a hobby, there are many out there that want to make this more than that and turn it into a full-time career.
To do that, you must get serious and buckle down. There are dozens of different ways to go about finding a freelance writing job, but until you let go of those stigmas I mentioned earlier and start treating this as the passion you claim it to be, you won’t see much in the way of results.
Get Serious. Put Yourself Out There. Live Your Passion and Create Something Amazing!
In today’s video, I’m covering a popular how-to topic in the world of online content.
Specifically: what is content writing, and how to write the seven types of timeless online content that apply directly to the online growth of a business.
Let’s get into it!
Video Notes: What is Content Writing? How to Write 7 Timeless Types of Online Content (Video)
These still apply today, and in the next few minutes, I’m going to explain what these content types are and how they apply specifically to an online business presence today, as well as writers looking to grow their experience and offerings by learning these content formats.
1. Web content
Think of content writing like building a house. In this analogy, web content is the foundation. Web content, which includes the content on your home page, landing page, about us page, contact page, and more is the foundational content that every company needs to build an online presence. Without this, readers can’t find the information they’re seeking about your company, and the rest of your content strategy has nothing to build on. These pages are critical to develop.
The skills a writer needs to write solid web page copy are SEO writing knowledge, to use those important keywords well in the copy, as well as engaging and conversion-friendly writing skills. Good web page copy should be about the customer, never just about the brand or product.
2. Blogs
If web content is the foundation, blogging is the structure and rooms of the house.
Blogging is a primary category of content that provides context for an audience, helps build SEO presence, and gives businesses a way to nurture their leads with a source of fresh, consistent content.
Did you know… Companies that blog 11 or more times per month gain more than 4X as many leads than those that blog only four-five times a month (Source: Hubspot)
Not only do blogs showcase your brand personality, but it also helps readers get a sense of who you are, what you care about, which topics to cover, and how much value you can provide for them, or not.
Blogging is an essential type of online content writing, and when it’s done correctly, it can dramatically increase your views, your return on investment, and your overall success. There is no one-size-fits-all format for a blog. Instead, there are multiple styles of blogs including list blogs, “how to” blogs, “what to avoid” blogs, and more. By mixing and matching your blog goals and formats, you can build brand awareness as well as achieve SEO ranking goals. Read more about content goals here.
3. Social Media
Think of social media as a supporting content player: it’s not enough for a company to only have a social media presence, but companies without any social media presence whatsoever typically do not make it very far in today’s social dominated culture.
A lot of people finding brands online for the first time are going to go click on their Twitter icon, their Facebook page, to see what that company is ‘really’ like on social media. And that can really play into their purchasing decisions.
My Twitter presence, my personal brand profile at @JuliaEMcCoy, brings in leads that have bought my courses and books.
Need to learn real #SEO writing skills? My short one-week course, The Expert SEO Content Writer, might be perfect for you. Learn more & see what 100+ students are saying: https://t.co/6bDtiKHurz
— Julia McCoy | CEO, Author, #WomeninBusiness (@JuliaEMcCoy) February 22, 2019
Our brand’s Twitter profile at @ExpWriters has brought in agency leads.
Social media works! A good social media writer will blend fun, engaging copy, emojis, and short sentences to promote a brand’s blog posts, events, or message.
Some social media managers can even be paid to write captions. There is software that exists to discover trending hashtags.
The world of content in social media alone is so much! Finding the right platform and staying on a consistent schedule with copy and visuals is key.
4. Advertising & Sales Copy
Ad and sales copy bring the curb appeal to your products and services. This kind of copy is created to showcase the unique attributes of your brand “home” to people on the outside. Advertising and sales copy applies to companies in all industries, and takes many forms, from a long-form Facebook ad to a promoted tweet on Twitter or a paid campaign on LinkedIn.
One of my sales pages that has brought in thousands of dollars in sales is this one. However, when it comes to sales copy, remember that building an audience and trust comes first. Today’s advertising and sales copy that brings in real revenue is also written in less of a ‘pushy’ sales tone. Instead, it should read like an approachable message for a friend. Good ads are segmented to the right audience at the right time; they are not manipulative, and they’re not misleading.
A writer learning to write good sales copy should study the best. Joanna Wiebe and Copyhackers.com is a great resource for learning more about sales copywriting.
5. Expert Copy
Think of expert copy like the fine art collection inside the home. At some point or another, all companies need expert writing. This is the higher level writing you encounter on the web. Specific industries, for example, may need a high-level ghostwriter that knows the nuances of their niche. Authorities in marketing need a writer that can ghostwrite for them, in their voice, for their blog. Without expert writing, companies place their authority and relevance at risk, and may even be walking out onto thin ice with Google, which now looks for expert quality in content as a ranking standard.
Writers looking to get hired as expert writers can absolutely charge higher rates than a generalist, and should have a specific industry they can speak with knowledge in–example, a former attorney writing legal blogs, or a former chiropractor writing holistic blogs about chiropractor care.
6. Journalism & PR Writing
Critical for any company that wants to get the word out about newsworthy events, brand new products, or company changes, journalism and PR writing serves the essential purpose of sharing company news.
Think about building a new house: if you never invited anybody over, nobody would be able to see the hard work you put into the home. Your artwork, furnishings, paint job, construction would go unnoticed by everybody but you. This is where journalism and PR writing comes in. Through press releases, for example, companies of all sizes and shapes can “invite people in.”
Some say that press releases are dead. They are, if you’re using them for SEO. Just trying to get a PR to rank for a keyword doesn’t work anymore. If you’re trying to spread the news of something newsworthy, they do work, and so they really aren’t dead or dying. See the description for a link to a press release we published just last year that did really well.
7. Creative Writing
Creative writing is a genre that encompasses the super creative projects companies do, and it serves to enhance and support virtually every other type of content on this list. Marketing copy, for example, can be creative. Social media, blogs, web content, and even advertisements can be creative, as well. There’s no limit here. From a tweet to a blog, creative writing can be woven in anywhere.
Creative writing is blending the best of a writers’ talents such as writing stories, humorous and appropriate jokes, puns, etc. and using that in one of the other formats. For example, here’s a creative pun our social media copywriter, Krystal, wrote for our social media content. This is creative content, but it was used for social media.
In my agency, at Express Writers, we’ve seen a growing need for creativity among all the projects we take on. While clear and customer-focused copy beats trying to be too clever without a purpose, there is a real demand for writers that can tastefully create colorful, creative content.
These days, content is apparently king.
But writing content that rules over your competition is not that simple.
According to Time, the average reader spends only 8 seconds reading a piece of content.
(That’s probably gone down some, considering that statistic is a few years old.)
So it goes without saying: creating engaging, valuable content that helps your target audience is vital.
These days, in order for businesses to increase traffic and revenue, it’s essential to invest in content marketing — and therefore, expert content writing.
According to CMI, higher quality content creation accounts for 78% of content marketers’ increased success in the industry, over the past 12 months (CMI’s 2018 Benchmark).
What’s more, 47% of marketers today are outsourcing their content.
So, we’ve established how much content creation matters today — and how nearly half of all content created is outsourced!
If you’re reading this, chances are you’re one of three individuals:
A writer who has heard of content writing as being one of the most profitable forms of writing.
A content writer looking to brush up on your skills to get yourself ahead of the game.
A marketer or business owner who is looking to step up your marketing strategy by hiring a content writer.
No matter what drew you to this article, you will walk away with a clear understanding of a major factor in online business success:
Successful content writing.
Let’s get into the good stuff!
What Is Content Writing — Rather, What’s Good Content Writing?
Written content comes in a number of mediums: blogs, social media posts, web pages, articles, white papers, video and audio recordings.
It is information on a specific topic focused on a targeted audience.
The key here is audience.
If written content fails to attract its target audience, there’s not much point to the content, to begin with.
A lack of audience engagement in your content results in a low ROI.
[bctt tweet=”For writers and marketers, creating engaging, valuable content that helps your target audience is vital. How do you do this? @JuliaEMcCoy shares her 8 keys to content writing success! ?” username=”ExpWriters”]
So then, what makes attractive written content?
Think about the best movie you’ve seen recently.
Got it?
Why do you like it? Was it the special effects or music score? Maybe it had a great storyline or focused on a topic of interest.
Chances are, the best film you can think of was a combination of these aspects in order to make it memorable.
So what’s my point?
Good content writing is similar in the way that it combines several key aspects in order to engage readers and perform well in search engines.
Impressionable writing requires creativity, SEO tactics, consistency and purpose.
We’ll soon delve into ways on how to achieve this.
But first, let’s cut to the chase:
Why Is Good Content Important?
Quality online content drives marketing in almost every aspect.
If your content is also optimized for search engines and draws organic traffic, you’ve hit the jackpot.
Leading businesses know the value in this and are looking for the talent to create it. The internet is a crowded place and it’s only becoming harder to stand out.
While good content brings in audiences, great content generates higher conversion rates.
This is THE trick in driving revenue.
Lucky for you, we’re going to reveal that trick.
We’ve laid out easy-to-follow guidelines which focus on:
What content writers should strive for
What employers should look for
[bctt tweet=”Why is great content important? See, with good content you cannot only attract your audience, but you also encourage them to engage leading to higher conversion rates. ? – @JuliaEMcCoy” username=”ExpWriters”]
8 Keys to Successful Content Writing
Successful content writers have it all.
Aside from being wordsmiths, they are SEO specialists, social media gurus and expert marketers.
They create the online content, which drives traffic, charms Google and turns skimmers into subscribers.
Although this description seems loaded, it’s easier to grasp when broken down.
So, what are we waiting for?
Successful content writing in 2018 is:
Amy Poehler!
Just joking.
1. Audience-Focused
Reel in your audience and you’ll reap the rewards.
This is because Google’s main focus is keeping searchers happy.
So, if you’re catering to audiences, Google will cater to you.
By creating relevant and helpful content that puts your audience first, you will enjoy more success. It’s a healthy cyber relationship.
To know how to help your audience, you need to understand their pain points.
Research your competition and take note of what they’re providing.
A competitive content audit can help you focus on WHO your competition is and HOW they’re positioning themselves in front of your shared audience.
When you know your audience, you can answer their burning questions in a voice that speaks to them.
Remember: healthy cyber relationships rely on communication to survive.
[bctt tweet=”Good content caters to the audience, and if it is so, then the higher the chances of Google giving you the reward of bringing your search results ranking to the top. ☝️ Know more about @JuliaEMcCoy’s keys to successful content writing.” username=”ExpWriters”]
2. Dynamic
The best online content writers can master a wide-range of writing styles.
Why’s that?
Content writing projects come in all shapes and sizes. New Media Services sums it up well.
Some examples of online content forms and their individual styles are:
News: Short and concise paragraphs, including the summary of the story near the top of the content piece.
Ebook: A powerful marketing tool, which can be offered free to boost email subscribers or sold as a product. Here’s an example.
A successful writer is experienced in these fields.
Through this expertise, they can help businesses achieve specific goals with quality content.
[bctt tweet=”As an online content writer, you need to have experience in writing for different copy styles such as ebooks, blogs, and news. ? Know more about @JuliaEMcCoy’s tips in good content writing.” username=”ExpWriters”]
3. Expertly Written
Know your topic like the back of your hand.
Once you’ve formulated an idea for your content, be sure to follow through with it.
How exactly should you follow through?
You’ve guessed it: In-depth research.
Your readers are coming to you for reliable information. If you’re wishy-washy about the subject, your readers will pick up on it and immediately move on.
The way to exude true confidence is through knowledge.
The way to obtain this knowledge is through deep research.
If you dig deep into your topic and deliver the details with a knowledgeable and conversational voice, your content will ultimately become more helpful.
This expert help is what Google values.
More importantly, it is what audiences are searching for.
Successful content writers offer expert problem-solving with every piece they write.
[bctt tweet=”Great content is expertly written content. It’s all possible as long as you know — and have the patience — in doing in-depth research. ? @JuliaEMcCoy on her successful content writing tips.” username=”ExpWriters”]
4. Readable – Super Readable.
Readability comes in a number of guises.
However, the trick that hooks most readers is flow.
Let me explain:
Nowadays, readers scan.
As scary as it is, the average attention span of humans is dropping.
So, to catch their attention, you need to write… The. Way. People. Read.
Audiences want to easily get material and walk away having learned something.
Bam. There you have it.
So how do we do that?
Here’s how you can create more readable content:
Be engaging – This means cut the fluff. Create content that is clear and concise. Audiences want the most amount of information in the easiest and most digestible way possible.
Use the active voice – The active voice is much more powerful and engaging.
Proofread – By taking the time to scan through your writing before posting, you can make sure the content is easy to read. This DIRECTLY impacts your ability to engage audiences and keep them reading.
Use clear structure – By formatting your content into short paragraphs while using bullet points, numbered lists, and multiple subtitles, you encourage readers to read the article in full. Studies show the success of using formatting patterns that mimic the way audiences read.
Not only will your audience prefer easy-to-read content, Google will too.
If your content sounds ‘strange,’ when read aloud, it can affect your page ranking with Google now.
Since the Google Hummingbird update, the need for readable content has never been more important.
[bctt tweet=”Google and your readers prefer easy-to-read content. Do this by formatting your content into short paragraphs, using bullet points, numberings, and headers. Don’t forget to proofread, too! ?” username=”ExpWriters”]
5. Creative
One word is key here: ideation.
According to Cambridge Dictionary, ideation is, “the action of forming ideas in the mind.”
Content writers must continually formulate ideas for either full stories or angles on a specific topic.
Sound familiar?
A content writer’s ability to consistently create many different concepts, ideas and angles that appeal to a specific audience is key to successful online content marketing.
Let’s go back to the statistic
Where most people go wrong is right here, at the ideation stage.
Sujan Patel, co-founder of Voila Norbert, believes more time spent in the ideation stage will save writers wasting their time in creation, in this article on CMI.
The link between ideation and creativity starts with your title.
By finding the right blend of creative writing and keyword use in your titles, you can entice searchers to visit your page.
This can boost click-through rates (CTR) which in turn helps you increase page ranking.
[bctt tweet=”Good content isn’t only about consistently throwing out what comes in your mind. It involves ideation and creativity for overall success. ⚽ Read more about @JuliaEMcCoy’s keys in successful content writing.” username=”ExpWriters”]
6. Consistent
Being consistent is what keeps successful content writers alive on the web.
This consistency can be implemented in a number of ways:
Voice – Your voice defines you and your brand. Keeping this consistent is crucial for successful content writing. After researching your audience and topic, you’ll be able to develop the right voice. Your audience will get to know you through your tone and approach. This is comforting and professional, so stick with it!
Posts – By consistently posting quality content, the chances of you attracting a steady readership increases. A popular online marketing tool for businesses to build brand awareness is through the use of blogs. Blogs feed consistent content to the web, which helps readers find your site and learn more about you and what you offer. Furthermore, blogs also support your brand and create authenticity. In fact, last year, 65% of marketers planned to increase their use of blogging.
Focus – Whatever you do, don’t waver when it comes to your content’s focus. With so much competition, it is crucial that you keep your content focused. Picking a small niche and writing about topics under the same umbrella often leads to greater success. Don’t hop around aimlessly, or you’ll risk losing the loyal audience you’ve created.
For example, let’s say you follow an amazing food blogger who you get almost all your dinner ideas from. She comes up with healthy and quick meals that fit perfectly with your lifestyle. One day, you visit her site expecting a daily recipe, but instead, find a post on color-coordinating your wardrobe. The horror! Chances are you’d be turned off by it and would quickly search for a substitute food blogger. Audiences expect you to provide what they need — consistently.
[bctt tweet=”Be consistent in your voice, posts, and content’s focus. ? Know more of @JuliaEMcCoy’s 8 keys to successful content writing.” username=”ExpWriters”]
7. SEO, CSS and HTML Smart
A successful content writer is a Jack of all trades… and a master of many.
Although they don’t need to be experts at all of these skills, a basic level of knowledge does come in handy.
Being able to quickly adjust a site’s HTML format in times of need will save you the HUGE hassle of postponing everything to track down a web developer. These skills will also help you improve the aesthetics of your content.
In terms of audience engagement:
While content writing leads, attractive visuals please.
What is of greater importance, however, is this:
SEO.
Successful content writing isn’t possible without good SEO knowledge.
Point blank.
In this day and age, if you’re not comfortable with SEO basics, you may as well get comfortable with page 3 or 4 of Google.
Ouch.
[bctt tweet=”Every online content writer needs to be SEO, HTML, and CSS-smart. No need to be an expert for all of these, having basic knowledge can come in handy! ?? – @JuliaEMcCoy on her 8 keys to successful content writing.” username=”ExpWriters”]
8. Social Media-Friendly
Facebook, Instagram, Twitter.
And that’s just the tip of the iceberg.
When audiences aren’t searching through Google, almost all eyes are on these platforms.
The ability to capture attention on social media is one of the most powerful tools in digital marketing.
Once quality content is marketed effectively on social media, it has the ability to ‘go viral.’ This significantly boosts SERPs and your ROI.
It can generate a wider readership, which boosts site traffic and can lead to higher conversions.
In short, a solid social media strategy can pave the way for your content to make huge profits.
Social media platforms are also a magical tool in helping you personally connect with your audience.
This connection can develop a sense of community. As this grows, so does your number of subscribers and the ability to answer your audience’s specific questions, directly.
[bctt tweet=”Besides Google, get your content visible on social media pages like Facebook, Twitter, and LinkedIn. These are magical tools that can help you connect with your audience. ? – @JuliaEMcCoy on the keys to great content writing.” username=”ExpWriters”]
What Are the Main Takeaways From This Guide?
Competition online is heavy.
The key to win over readers is to know what you’re writing, who you’re writing for and how to help them.
Furthermore, you must write in a way that pleases the Google gods.
As content writing continues to dominate the business of online marketing, the demand for expert copywriters with content marketing skills will increase.
In the end, your overarching goal should be clear:
Create quality content.
By producing high-quality content that provides value for your readers, solves their problems and gives them new insights, you will work your way to the top.
Now you have the keys, what’s stopping you from opening the doors to success?
