Why Learning Content Writing Can Be a Game Changer for Your Digital Marketing Career

What is Digital Marketing?

It is as simple as its name suggests. Marketing your products or services using digital platforms. Digital platforms consist of social media platforms, websites, etc.

Digital marketing involves content writing, social media marketing, SEO, keyword, research analysis, website creation and management, etc.

Content writing is an important part of digital marketing, let's see how.

The Backbone of Digital Marketing

Digital Marketing is the tree that stands tall because of its roots. The root of Digita marketing is content marketing.

See, the branches of the tree of digital marketing are social media marketing, SEO, Ads management, brand development, graphic design, video editing, and email marketing. And all these branches have a part of their root. Which is content writing.

First things first, let me tell you what content writing means.

When you think of a writer, what comes to mind at first? Someone who writes correctly? Now add the word content to the concept. A content writer is somebody who writes content.

Now the major difference is that content writing is targeted and framed with a purpose. The purpose can be providing information, spreading awareness, or even entertaining the reader.

Take this article that you’re reading, for example; this is a piece of content writing. What is the purpose of this article? Educating.

A content writer has different kinds of purposes for writing content. They can be writing for their blog, for social media posts, for posters, for emails, for websites, etc.

BuzzFeed’s social media posts that we read and share with our friends are content writing. The amazing notifications we read from Zomato are content writing. The content we read on Wikipedia is content writing. The funny ads from various companies like Swiggy, Blinkit, and Coca-Cola are content writing. The engaging reel scripts that influencers like The Rebel Kid have are content writing.

Can you imagine digital marketing without content writing? There's no chance.

So, I guess you must be convinced about how important content writing is in digital marketing. But here's the catch. It's not only this much. Content writing goes deeper into it. How? Let me tell you

Content Writing and Copywriting—what's the difference?

Copywriting is targeted only for sales. The purpose of copywriting is to sell the product, service, or anything they are talking about.

Content writing is more like a free bird that can fly anywhere it wants. It can be used to educate, entertain, SEO, or achieve any purpose other than sales.

The main difference between content writing and copywriting can also be tone and style of the content.

The copywriting tone is quite direct and emotionally persuasive. Its job is to convince the person to either buy the product or service or believe in something that it is talking about.

The style and tone of content writing are very informative and conversational. With the purpose of sharing information, this tone can be differentiated.

The Magnet Effect of Content Writing

Did you see Swiggy’s new ad? The one that casts Juhi Chawala in it. Well, that was a big hit, and in case you missed it, you must check it out now!

So basically, that was one of the biggest examples that shows how content writing brings customers. The brilliant idea of wordplay sort of advertisement made the customers remember the ad. The ad belongs to the company Swiggy. So apparently the customers remember Swiggy. Now think about a situation when the customer wants to order food. What company is in his mind? Thats right!

That's how content writing creates an impact on the minds of the company’s customers. Which brings customers to the company.

Content writing has a much deeper go into digital marketing. Let me tell you more about the intake of content writing.

This all happens with an important step in content writing. Consistency.

Importance of Consistency in Content Writing

Content writing is a step that might test your patience. It might become grumpy and useless at times, but you have to go through this stage to achieve the stage of success and happy times.

Content writing brings results only when done continuously. Posting social media posts consistently helps the brand page to get recognition. Uploading helpful articles and blogs consistently will reach visitors to the website. And sending emails on a daily basis will catch the attention of the subscriber.

Without consistency, it might be difficult to generate results with the help of content writing in digital marketing.

The Content Writing Connection

Content writing and SEO:

Content writing involves writing articles, blogs, and website content that has high reach and high-visibility keywords to help the website rank higher. With keyword-optimized content, the website receives a higher rank, which helps bring more readers and viewers to the site.

Crafting email campaigns:

Have you read Zomato’s emails? Damn! They are so brilliantly framed just to click on the ‘Order Now’ button, right?

So these kinds of emails crafted to attract and engage the audience are content writing. Sites and companies ask us to subscribe to their emails, and we receive these kinds of attractive, entertaining emails.

A tool of lead generation:

Content writing generates leads for some tools, such as landing pages, courses, ebooks, etc. These leads are then converted into customers using other digital marketing tools.

For social media:

Social media posts, captions, and stories are framed using content writing. These social media contents are made to attract their target audience. And to engage them with their social media, moving further to websites.

With Influencers:

Imagine this: you’re scrolling on Instagram. You stop at a reel that is about a guy and how he gained 1,000 followers in one night. The process and history of the entire concept. Won't you watch this reel till the end?

That is how influencers come into the picture of content writing. The scripts, the hooks, and the prompts are all part of their reel. And this entire reel becomes a part of content writing.

Brand Building:

How do we remember a brand?

With its taglines, eye-catching ads, brand story and identity, and brand voice, agreed?

So the brand relies on the shoulders of content writing. It creates an image in the minds of the target audience with all the above-mentioned things.

Examples of when content writing shines

• Nike’s storytelling strategy:

Nike’s brand approach revolves around inspiring athletes. Its ‘Dream Crazy’ story campaign featuring Colin Kaepernick did an amazing job. The entire campaign was focused on motivating athletes with a brilliant tagline. The main tagline and overall campaign reformed the brand’s identity, and we all know how well it performed!

• HubSpot’s insight:

Hubspot is a well-trusted authority when it comes to digital marketing. The entire presence that HubSpot has built is with the help of the content they share about in-depth knowledge. This data is provided via SEO, ebooks, articles, blogs, courses, etc.

Being a major part of content writing.

• Buffer’s Transparent Blog:

Buffer has this amazing ‘Open Blog’ idea. This blog is a completely transparent blog that provides data about the internal management of the company. It talks about internal decision-making, company metrics, salary structures, and whatnot.

And who’s not interested in knowing what's going on in there? We all are, right? So it brings a crazy amount of retention to the company and spreads organic awareness among its audience with the help of content writing.

I can go on and on about sharing the brand stories where content writing was in the spotlight. Along with that, you should know about the future scope of content writing in the field of digital marketing. We are all concerned about AI taking things over.

Future Scope of Content Writing

Let me ask you one question.

Can you tell the difference between AI-written content and human-written content?

Sometimes even I can’t. So things might go into a dark hole.

But if you run faster, you will win. What I mean here is, that if you keep your pace up, you can get amazing opportunities in content writing.

The restrictions that AI-driven content provides are the biggest problem that can be targeted to work against. AI-driven content needs close monitoring as well. A content writer can take advantage of this disadvantage.

And the content provided by AI cannot guarantee to generate emotions in the reader. It cannot guarantee an emotional connection with the reader. This can only be achieved when a human generates content for the brand or company.

As we can see, the industry is developing. Around 75% of companies outsource their content with the help of a freelance content writer. And considering the point that many businesses have moved to focus completely on their online presence. This proves that there are a lot of new opportunities entering the market and waiting for a newcomer to grab them.

Keeping this in mind, the industry still has a lot of potential for people to join it.

These points give us an idea that there is good scope for new content writers to enter the industry.

Conclusion

From the time of pinch-point ads to articles and blogs for websites, content writing always plays a role in digital marketing with the help of consistency. The evolution, the history, and the brand stories easily prove that content writing is the backbone of digital marketing.