What Is Content Writing? Plus 12 Tips to Take Your Content to the Next Level

When you look for “content authors” on LinkedIn, youre bound to come across an exceptionally varied series of experts.
For example, youll see some material writers create social networks copy for little businesses, while others compose press materials for insurance coverage brand names.
Youll also discover that some content authors write long-form editorial content for attractive publications, while the more entrepreneurial-type write scripts for their own branded material, like podcast or video.
So, whats going on here … Are some of them lying?
In fact, theyre all informing the fact. Material writing can take various kinds, but in essence, it boils down to producing content for digital formats– and (at least in our case) for marketing functions.
Here, well explore what material writing is (tip, tip … Im currently doing it), as well as pointers to take your own content to the next level. Plus, well explore examples of extraordinary, top quality content writing.
But, to start– What is content writing, anyway?
What is content writing?
Content writing is the process of writing, editing, and publishing material in a digital format.
That material can include article, video or podcast whitepapers, scripts or ebooks, press releases, product classification descriptions, landing page or social networks copy … and more.

Put simply, content writers are the writers for their brand. They convey meaningful, valuable, and insightful messages to move an audience and motivate to do something about it– that action being a final sale.

Great material writing is impossible without good material editing.

Material writing isnt almost developing pretty sentences. Its also about telling a reader why a topic ought to matter to them, and how your content can help them progress in specific areas of their lives– be it work, household, travel, or health. Now thats purposeful.

Nowadays, content development is a critical component of the majority of businesses marketing techniques– in reality, as of 2020, 70% of online marketers now actively invest in content marketing.
This suggests the function of material writer is more in-demand than ever in the past. The role differs depending on both market and business requirements.
For example, some companies may invest heavily in a social networks strategy, while other companies prefer developing content in the format of article or e-books.
Despite format, a content writer is crucial for developing premium content that reinforces a brand name and representss voice, while bring in, engaging, and delighting the right audience.
When done right, content writing has the power to convert readers into potential customers, and prospects into paying clients. Its undoubtedly important for your company fundamental that youre able to consistently create helpful, appealing content.
Thats simpler stated than done. To assist take your material to the next level, lets dive into a few of my favorite material composing ideas (these have actually personally assisted me, too).
12 Content Writing Tips
1. Compose distinct and initial material, and go above-and-beyond what you discover online.
Whenever I begin a brand-new blog site post, like this one, I start with a lot of online research study– however thats not where it ends.
After Googling pertinent subjects, consisting of “content writing ideas”, I start creating an outline using some of the info I find online.
Your piece will never rank if you just copy-and-paste the exact same information that currently exists online– and, even if it does, when your readers catch on (and they will), theyll lose trust in your brand as an authority within the industry.
As soon as I complete my rough overview (which will consist of about 60% of the details I found through online research study), I fill out the staying 40% with unique, initial insights. If I understand about a subject personally (as holds true with “content writing”, given that Im a material writer myself), Ill fill in the summary with initial anecdotes, pointers, or individual examples.
If I dont understand much about the subject at-hand, that does not imply I just use whats already online. Rather, Ill connect to internal HubSpotters who are professionals on the subject or use other original internal-company resources, or Ill carry out external outreach through my social networks to find a reliable source going to supply pointers, quotes, or initial examples to intensify my piece.
In addition, Ill look for content concerning the subject throughout a large range of sources– consisting of YouTube, LinkedIn, Reddit, Quora, in addition to podcasts– to make sure when readers encountered my content, its both distinct and extensive.
If they can discover the same info somewhere else on Google, why should they remain on your page? As an excellent material author, its your task to take your content to the next level, constantly.
2. Compose a great hook to grab your readers attention.
Sometimes, its simple to compose an excellent hook– particularly if the topic is intriguing or exciting to you, as the author.
However what about more boring, ordinary subjects, like Rel= nofollow?
In specific cases, writing an excellent hook needs pulling back and taking a look at the larger image. While rel= nofollow isnt the most fascinating topic (in my viewpoint), what is intriguing to me is SEO, and how SEO can directly impact a businesss capability to reach new audiences– plus, how Google has required to change policies in current years due to an increase in illegitimate websites.
Which ways, when I started writing 3 Reasons Why SEOs Are Upset About Googles Rel= nofollow Announcement, I utilized that angle to motivate my hook, and painted a picture: Myself as a Wikipedia editor, blogging about zebras, and getting paid $500 to link to a phony news website.
( Now youre interested, arent you?).
My Creative Writing background helps in this case, and Im prepared to bet your own enthusiasm for writing will help you create amazing hooks.
Often, the introduction and hook is your best opportunity to use your composing skills to genuinely influence, move, surprise, and thrill your readers from the beginning. Take advantage of that area by thinking: What would make me and my friends want to keep reading?
3. SEO-optimize your content for search engines.
Your writing can be definitely sensational, however if its not SEO-optimized, no one will ever read it.
As a content author, its critical you end up being familiar with SEO when it comes to writing.
Being an SEO-savvy writer can assist you ensure your content ranks on whichever platforms youre publishing, consisting of YouTube, Google, or perhaps social websites like Instagram.
Plus, you can use SEO to ensure youre composing about the most popular topics connected to your service or products, and covering the best sub-topics when youre writing about an offered topic.
For example, “content writing pointers” is a keyword phrase I discovered when performing keyword research study on the subject of “content writing” as a whole– its not necessarily a sub-topic I wouldve thought about covering in this blog site post had I refrained from doing the research study to acknowledge HubSpot readers are looking for that details.
Ultimately, learning essential SEO strategies will help you end up being a writer whose more attuned with your readers difficulties, and ensure you produce material that more accurately answers those obstacles.
4. Think about how you can attract an audience throughout a wide range of platforms.
While SEO is critical for guaranteeing your material ranks on search engines like Google, its not the only opportunity for circulation.
To reach a broader audience, its practical to find out how to compose material that performs well on numerous platforms such as Instagram, LinkedIn, or e-mail.
Plus, you might be a material author whose sole job is to write newsletter material or social networks copy, depending upon your business requirements.
To ensure your content reaches and motivates audiences no matter the platform they prefer, its vital you regularly take in content via email and social to pick up writing pointers specific for those sources.
5. Incorporate multimedia parts to break up the text.
Whenever possible, try to include videos, images, graphs, or other multimedia material to separate the text and make it easier for your readers to take in– especially if its long-form content, like pillar pages or whitepapers.
Think about, for circumstances, the blog site post I wrote: “How to Develop a Content Strategy: A Start-to-Finish Guide”.
That article is long, with over 3,000 words. To break it up, I embedded videos and other multimedia components (like blockquotes), to keep the reader engaged throughout.
This is also a good chance to increase traffic to your businesss different marketing products. If you have a new company podcast, try embedding episodes in appropriate blog posts to drive listeners to the podcast while providing extra worth for your readers– a win, win.
6. Segue into suitable and appropriate calls-to-action.
As a content author, your job isnt simply to create good material (thats what novelists are for). Its also to eventually convert those readers, listeners, or viewers into potential customers and consumers.
Its important you learn how to properly include pertinent CTAs throughout your material, especially if those CTAs can help your readers learn more about the subject at-hand.
Consider, for example, the pertinent CTAs embedded in the body text of HubSpots YouTube video, “How to Understand Facebook Video Insights (Guide)”:.
These in-text CTAs direct YouTube viewers to check out other HubSpot offerings, consisting of HubSpot Academy social networks courses. The CTAs arent off-putting or jarring– instead, the content writer did a good task ensuring the CTAs were genuinely important and pertinent for the viewer.
When youre developing your own content, its essential you guarantee youre consistently directing your audience to various service offerings to transform those audiences into prospects and, ultimately, customers.
7. Edit, edit, edit.
I take a couple of hours off and then return to it at the end of the day Whenever I finish a very first draft of a blog site post. With a fresh point of view, Im able to edit for small grammatical errors or fix structural concerns.

Were all human and will continue to make mistakes in our writing: Thats fine, as long as you keep in mind to return and edit for those mistakes, later on.
Additionally, small grammatical errors can eventually make-or-break a readers trust in your brand as a whole. If they observe youve forgotten periods or misspelled words, they might make the judgment that your material isnt as clean and reliable as other content on the internet, and try to find future info somewhere else.
8. Jam-pack worth into every sentence.
When I dealt with an editor a few years ago, she regularly informed me: “If your sentence isnt informing the reader anything new, erase it.”.
This was a hard tablet to swallow. That indicated a few of my most gorgeous, moving sentences required to be erased. Its a fair point: In material creation, you require to move rapidly onto your next point, or youll lose your reader completely.
The majority of your readers are hectic individuals with plenty of interruptions, including other organizations social posts, blog site short articles, or YouTube videos. Make it simple for them by making your point– and after that moving on.
9. Play around with interesting angles.
Excellent material authors consistently evaluate out brand-new, surprising angles to keep readers engaged and coming back for more.
Think about, for instance, how typically “customer item” has been written about. Im ready to bet if youve ever investigated the topic, youve currently seen a large range of angles as different content writers try to make an old topic feel new once again.
… have you ever seen consumer product compared to water, before?
Articles like “Be Like Water– A Guiding Principle for Consumer Product” do an excellent task at finding new angles to pull readers in, even if those readers have actually seen a lot of customer product-related material prior to.
The more special and surprising your angles are, the most likely you are to record brand-new audiences.
10. Incorporate initial quotes from thought leaders or coworkers to paint a well-rounded argument.
No matter how good my writing is, my readers still do not always desire to hear my guidance on securing your psychological health while working from home.
Which is why I didnt attempt to tackle the subject myself– rather, I discovered a psychologist to provide well-researched, valuable pointers to take my piece to the next level.
Even if youre an expert on a subject, think about how you might provide alternative opinions to develop a more well-rounded argument. If youre writing a post like, “Video vs. Podcast: Which Is Better For Your Business?”, see if you can get quotes from both podcasters and video manufacturers (or your own internal associates who feel enthusiastic about the topic).
Professional quotes or original insights will impress readers and reveal them that what theyre finding on your site, they wont discover in other places online. Whichs powerful.
11. Inform the reader why what youre discussing matters to them and their every day lives.
Lets say youre creating an ebook: “A Comprehensive Guide to Excel”.
Not precisely what delighted you most when you majored in English, is it?
Imagine how your readers feel: Sure, they might download your ebook if they need the info to excel (ha, ha) in their tasks, but they will not always be excited about it.
Think about, nevertheless, how crucial Excel is for specific functions. Excel can assist a companys monetary department examine year-over-year performance to figure out how much budgeting a marketing team will get in the upcoming year.
That spending plan adds to important growth, and the organization ability to reach and transform brand-new customers. Without it, the marketing team wont be able to increase brand name awareness as efficiently as they d like– and business will suffer, as an outcome.
When you recognize that Excel can actually be connected to a persons task security, it suddenly becomes a lot more fascinating, doesnt it?

12. Ground your recommendations with examples.
As Ive covered these content writing ideas, Ive attempted to consist of a few relevant examples (i.e. my Rel= nofollow blog post).
Examples can help ground your suggestions and drive a message home– and they can likewise assist demonstrate how readers can apply your recommendations to their lives.
Especially when youre writing about loftier, less concrete topics, its important you reveal your readers what you suggest, rather than simply telling them.
But what much better way to show the value of examples than to … Show you some examples? (Great segue, huh?).
Lets dive into some examples of powerful material writing, next.
Examples of Content Writing.
In addition to the examples Ive consisted of above, lets have a look at some impressive examples of content writing.
1. Harris and Harris Wealth Managements Blog Post, “What Keeps Me Calm For Clients As Markets Gyrate”:.

Why It Works.
Just put, often, timing is everything..
Trellos content authors released the best message at the right time– in this case, the extremely start of 2021. Entrepreneurs were most likely attracted to the hook, “Are you considering turning your passion job into a real-life company in 2021?”.
Furthermore, the copy uses a wide-variety of examples to draw in as many audiences as possible. For example, the copy mentions the template can help you organize product descriptions, financial resources, or industry analyses.
Whenever possible, its practical to ensure your copy can attract audiences with different obstacles or requirements– which this post succeeds..
4. Brian Deans YouTube video, “How to Start (And Grow) a YouTube Channel in 2020”:.

Why It Works.
The podcast script is interesting, relevant, and effective. I found myself nodding along as I listened: something most content writers hope will occur in response to their material..
In particular, have a look at the description for the podcast (if you dont have the time to listen to the entire episode): “This week … Rachel is delivering her finest tricks for developing a firestorm of inspiration inside a season where even a spark feels hard to find.”.
The language is special and engaging– and who does not desire a firestorm of inspiration? This is an excellent example of content composing that encourages a reader to finish a job: In this case, downloading the episode..
3. Trellos Business Plan Template post through LinkedIn.

Why It Works.
If you have the chance to read the whole short article, do– the whole piece is appealing and helpful. However what this intro does especially well is hook the reader with an opening thats appealing and unexpected..
” You never ever see it till it happens … We were due … I simply didnt expect it …” are all expressions that work to develop suspense and encourage the viewer to keep reading. Zaneilia Harris, the author of the post, utilizes feeling to engage with her readers and make “market declines” as a subject both individual– and universal. A terrific example of using a powerful hook to attract, surprise, and pleasure readers..
2. The Rachel Hollis Podcas t, “No Motivation? Heres How to Create Your Own!”.

Why It Works.
When the video starts, among the very first sentences Brian says is this one: “These are the precise very same actions I used to take my channel from zero subscribers to over 5,000,000 views.”.
Thats powerful script writing, and goes a long way towards persuading audiences to keep watching. Why? Since it informs you the material that follows actually helped somebody prosper, and produces a level of authenticity that might be missing out on if Brian simply said, “Ive spoken with others that these ideas work.”.
5. Ally Banks “Save for what matters in 2021” newsletter e-mail:.

Its a reasonable point: In content development, you require to move rapidly onto your next point, or youll lose your reader totally.
Even if youre an expert on a subject, consider how you may offer alternative viewpoints to produce a more well-rounded argument. Content writing isnt just about producing lovely sentences. Its also about informing a reader why a topic should matter to them, and how your material can help them become much better in particular areas of their lives– be it work, family, health, or travel. Zaneilia Harris, the author of the post, uses feeling to engage with her readers and make “market recessions” as a subject both personal– and universal.

Why It Works.
I was instantly drawn to the punny slogan at the top of this email when I opened it in my inbox, which reads: “On your mark. Ready. Objectives.” The rest of this newsletters packs a punch, too– each sentence is packed with important info, and most importantly, the content is directed right at me, the reader..
And who does not want to make 2021 the “year you save for what matters”?

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