Still think content writing is just brand awareness stuff written with a few keywords thrown in there for SEO? It’s time to smell the coffee. There’s a huge difference between googling “how to write content” and writing content that people actually want to read. After all, beyond the great search engine rankings and traffic headed towards your digital estate, a real human being is going to read what you wrote. Plus, you want them to stay on your page long enough to take the action you need them to. Whether that’s a click, a sale, or a deeper connection with your brand, great content writing knows exactly what it’s doing and who it’s doing it for.
And that’s exactly where most businesses get it wrong. The result? Wasted budget, dead-end traffic, and copy so generic that even your insomniac third cousin will read to lull themselves to sleep.
The point is, in today’s world, forgettable content isn’t just simply easy to forget. It’s costing you sales.
Luckily for you, we’re giving you a no-nonsense breakdown of what great content writing actually is, what it definitely isn’t and how to stop making mistakes that are silently tanking your brand, reputation and sales.
Table Of Contents
What Is Content Writing, Really?
Why Is Content Writing More Important Than Ever
Types Of Content Writing And What They Are Good For
Everything You’re Doing Wrong (And How to Fix It)
Tips On How To Write Content That’s Actually Good
What Is Content Writing, Really?
For most people, content writing starts and ends with blog posts. For others, the magic is in the SEO keywords or social media captions with hashtags and emojis. But, what is content writing exactly?
In layman’s terms, content writing is the art of using words to inform, persuade or engage a certain target audience. The secret weapon? A clear goal in mind, whether that’s generating traffic, boosting brand awareness, driving conversions or even nurturing brand loyalty.
Done right, great content writing:
- Speaks to a specific audience with clarity and purpose.
- Aligns with a business goal (traffic, sales, leads, engagement, etc.)
- Builds trust by delivering value.
- Uses structure and tone to guide the reader toward action.
What Content Writing Isn’t
Now that we’ve got a clear picture of what is content writing, let’s step on a few toes.
If it’s just words on a page, it’s not content writing. We call that typing.
Words that sound nice together with a bit of tech jargon or industry related terms to add a little spice don’t count either. And don’t get us started on the half-baked, generic and repetitive AI-generated copy flooding the internet right now.
Content Writing Is Not Just Blogging
Sure, blogging is one slice of the pie. But content writing also includes email marketing, product descriptions, white papers, video scripts, social media captions, case studies, and service pages. In fact, anything that needs words to move someone closer to a decision counts as content writing in our books (provided it’s well written).
It’s Not Just About SEO
Yes, we know. SEO matters. Obsessing over keywords while ignoring tone, audience, and clarity on the other hand? That’s exactly how you end up with robotic, unreadable junk that no one sticks around for. SEO should support your content not make it unbearable to read to the end.
It’s Not About Writing What You Want To Say
Harsh truth? Nobody cares about your business, at least not until you give them a reason to. And that’s where most people get it wrong. You have to understand that content writing is all about knowing what your reader wants to hear, learn, solve or feel, not what you feel like telling them.
Why Is Content Writing More Important Than Ever
Because people are flooded with information everyday, and they don’t read everything anymore; they just skim through it. That means your content has about five seconds to prove it’s worth their time.
Content writing serves as:
- The first point of contact with potential customers whenever they visit your digital estate.
- The silent salesperson who works around the clock to show people why you’re worth considering.
- The voice of your brand that builds connection and credibility
- The conversion machine that turns browsers into buyers
What this means for your business is simple: no matter how pretty your design is, or how slick your funnel look, if your content writing sucks, your results will too.
Types Of Content Writing And What They Are Good For
Different formats of content writing have different jobs, and if you’re writing the same way across every platform, you’re missing the point. Here are 6 of the most common types of content writing and what you can use them for.
- Blog content to educate, boost SEO and build brand authority.
- Landing pages to do one thing only: spotlight your offer in a way that drives conversion.
- Email writing to nurture, convert and following up on leads.
- Social media captions to drive engagement, increase visibility and build your brand
- Product descriptions to convert browsers into buyers.
- Case studies to prove that your stuff works.
Everything You’re Doing Wrong (And How to Write Content)
Content fails for a reason, and in most cases, it’s usually several. Here are 7 ways most brands are going wrong and what you should do instead.
1. You’re Writing for Everyone
Writing for everyone simply means you’re writing for no-one. So if you find yourself trying to be universal, broad and inclusive with your content, your message will be vague and unforgettable.
To fix it, simply know who your target audience is and write like you’re speaking directly to them. This makes it easier for you to use their language, write content in a way that shows you’re the ultimate solution to their problem.
2. You’re Highlighting Features, Not Benefits
Still describing what your product does and not what it does for your readers? Trust us when we say they are probably asking “So what?” while reading it. So, answer the question in your content. Show them how it saves time, makes life easier or gets results and you’ll see more people making it to the end of your sales funnel.
3. You’re Writing Huge Chunks Of Text
No one wants to read a textbook online, unless of course they have an exam the next day. Therefore, using short paragraphs, great subheadings and breaking up content with bullet points and bold formatting will make your content writing easier to read.
Our rule of thumb? Don’t be tempted to not get straight to the point. The more you go around in circles, the easier it becomes for people to click out of your content.
4. You’re Forgetting Strategy
Publishing content without knowing why? We’re pretty sure you’re asking what we mean by that. After all, you know more about your products, services and offer more than we do. But hear us out. Every piece of content you write should have a purpose.
- Are you writing to build trust?
- Do you want to educate your readers?
- Is your goal driving more clicks?
- Do you want to get more sales?
Mapping content writing to specific goals and stages in the buyer’s journey not only makes it easy for you to build a system. It determines the tone, format and delivery you should go for, whether that’s a blog post to drive organic traffic, a landing page to convert readers or case studies to convince readers to seal the deal.
5. Your Headlines Are Weak
If your headline doesn’t stop the scroll, your content won’t get read. It’s that simple. Unfortunately, one of the biggest mistakes people make when learning how to write content is thinking that headings have to be clever, sound complicated or overloaded with jargon to sound important. In reality, it’s quite the opposite.
The best headlines are simple, specific, and emotionally direct. If they don’t spark curiosity or clearly tell readers what they will get, you’ve already lost them.
Noticed how straightforward all the headings in this article are? Not to toot our own horn, but if you made it this far, they are clearly working.
Tips On How To Write Content That’s Actually Good
You don’t need to be Shakespeare to know how to write content writing masterpieces, or invest thousands in courses that teach you things you can just look up on Google. Here are a few tips on how to write content that successful writers swear by:
- Study good copy by looking at brands killing it. (like us, for example)
- Practice writing every day, even if it’s short.
- Read your writing out loud. If it sounds awkward, remove it.
- Learn the basics of persuasion.
- Focus on clarity over cleverness. If it’s confusing, you lose.
If you don’t become a wordsmith after following our tips on how to write content writing masterpieces or simply want to skip the learning curve, hiring a professional content writer is your best bet if you want the job to get done right, fast.
Frequently Asked Questions about How to Write Content
What is a content writing professional going to do for my business that I can’t do myself?
Because they know how to write content writing masterpieces your ideal customer will want to read and act on. That means more leads, better brand perception, and stronger sales for your business.
Can’t I just use AI like everyone else?
You can. But AI writes generic stuff and won’t capture your voice, your values, or your customers’ real pain points. Plus, Google doesn’t like it very much, and this could hurt your search engine rankings.
What kinds of content do writers help with?
Pretty much anything with words, from blogs, landing pages, emails and case studies to product descriptions, social media posts and more.
Is content writing really worth the investment?
Absolutely, and if done right, you will be happy with the return on your investment.
Should I learn how to write content writing masterpieces, or hire a writer?
If you’re willing to invest hours in trial and error, go through resources on how to write content and spend hours sifting through examples of great copy online, then yes. If you want fast results without the learning curve, hire someone who already knows how to write content writing masterpieces.
To Conclude
Content has the power to make your reader feel seen, understood and feel ready to take action, and if yours isn’t ticking all those boxes, you’re missing out on opportunities. Now you know what content writing is, what it absolutely isn’t, and why most of the stuff floating around online doesn’t work, the next step is getting the job done right, and LW Digital is here to help.
Reach out to us to request a free sample or discover what we can do for you.
