What content writing is all about


Content writing can do incredible things for your business…

  • Websites that blog have 434% more pages indexed by search engines.
  • Content marketing rakes in conversion rates 6X higher than other methods.
  • Small businesses that blog get 126% more lead growth than small businesses that do not blog.

But don’t be fooled. This ain’t no field of dreams.

Just because you write doesn’t mean anybody’s going to read your content. And just because they read it doesn’t mean anybody’s going to do business with you.

For content to deliver on all its marketing promise, you need to know what content writing is all about.

The mistake content marketers make

Writing content is NOT the same thing as content marketing.

Many bloggers and content creators (myself included) like to write about the topics we find interesting. We share stories and rants and opinions on whatever happens to catch our fancy. And to a certain extent, that’s OK (more on this in a minute).

But creating one piece of content after another with no coherent plan means you’re rolling the dice on your ROI (return on investment). You can’t count on luck to convert readers into customers and content into dollars.

If you’ve been writing content for a while without seeing adequate results then you need to start thinking more strategically.

Building relationships is what content writing is all about

There are a couple things we know about people:

  • People don’t trust those whom they don’t know.
  • People don’t willingly fork over money to those whom they don’t trust.

When you write content you need to focus on earning trust before asking for money.

Content writing is not about advertising

It is important to differentiate content marketing from advertising. Because people hate advertising.

  • At least 615 million devices now use Adblock technology to avoid ads
  • 86% of people skip TV advertisements
  • 44% of people ignore direct mail
  • Marketing is the second most distrusted industry in America

But most people like content.

  • 70% if people would rather learn about a company through articles rather than ads
  • 60% of consumers enjoy reading relevant content from brands and
  • 70% of consumers feel closer to a company as a result of content marketing

As you write your marketing content be aware that if it sounds too much like advertising you will lose your audience, taking you in the opposite direction of where you want to go.

Content writing is all about your sales funnel

When you deploy a content strategy, you are laying breadcrumbs for readers to follow on their journey to becoming your customers.

The Sales Funnel Is What Content Writing Is All About

Rather than creating a single piece of content, hitting publish, and hoping for the best you will be launching multiple related pieces of content that work together to raise awareness of your brand, engage leads, and persuade prospects to buy.

Your challenge is to deliver the right content in the right way at the right time.

Build Your Content Strategy From Scratch: Find Out How

A simplified content marketing sales funnel

If you are just starting out with content writing you probably have a website, a blog, and some social media accounts. Here’s an example of how that can translate into a content strategy…

First, you publish several posts on your blog answering questions potential customers have. Questions like “how do I…?” “what is the best…?” and “where can I find…?”

8 Simple Questions to Help You Draft Winning Content - Free Download

Next, use social media to drive traffic to those blog posts.

Include within each blog post a link to a resource that further answers the original question. This resource might be a guidebook, a case study, or a toolkit. The key here is to ask the reader for their email address in exchange for the resource.

Now that you have the reader’s email address, you can treat them as a warm lead and begin offering bottom of the funnel content such as product demonstrations, free trials, and consultations.

Any prospect who follows your breadcrumbs from the top to the bottom of your sales funnel is going to be more receptive to your sales pitch. Why? Because you are no longer some unknown entity cajoling them into forking over hard-earned cash.

Beware of content oversaturation

  • 90% of organizations market with content
  • 60% of business to consumer organizations are extremely or very committed to content marketing
  • 78% of chief marketing officers see custom content as the future of marketing

This presents a problem in that your customers are already inundated with content. . . and it’s only getting worse.

To catch a prospective customer’s attention you are going to have to stand out from all that noise. This is where your stories, opinions, and rants come into play. Your personality and personal experience are what makes your content unique so use that to your advantage.

Just be sure to stick to the framework of a content strategy to turn those stories, opinions, and rants into leads and sales.

The content marketer’s toolkit

As your content marketing strategy matures, you’ll find you need additional tools to scale your marketing efforts. Some examples include:

Keyword researchSEO is a critical part of content marketing. As you brainstorm and plan your content, you must pay attention to what keywords your audience is searching for.

Social listening – It’s not enough just to broadcast your content on to social media, you also have to participate in the conversation. Use a social listening tool to monitor specific keywords related to your industry.

Email automation – Email is your #1 lead nurturing tool. By learning to use the automation features provided by your email marketing provider, you’ll be able to scale and personalize your email marketing efforts.

There you have it, my friend. This is what content writing is all about: winning your customers’ hearts and wallets . . . one piece of content at a time.


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