Learn
8 min read

What Is Content Writing and Why Is It Important?

Tiffany Ellis

September 20, 2022

Content writing is producing content in various forms for digital consumption. This can be writing and editing articles for a website or writing scripts for podcasts, videos, and social media platforms. 

This article will explain why content writing is important, what you can do with it, and its various disciplines and their respective benefits. 

Why is content writing important?

Content writing is important because nearly any piece of media on the web started out as a written document, whether on paper or in digital format. In the early 2000s, “content writing” was a bit more literal because written articles and emails were nearly all there were. But today, the type of content you need to write varies.

Here are a few different types of content that you may be expected to produce:

  • Web articles
  • Ad copy
  • Landing page copy
  • Video descriptions
  • Video scripts
  • Infographics
  • Images
  • Graphics
  • Social media posts and ads
  • Sales letters
  • Email newsletters

In short, if you do a web search for a “content writer” on any hiring platform such as Upwork, you will have results that feature various writing skills. The fun thing about content writing is that every discipline within it is different. 

A content writer can be an ambassador for your brand in many ways. Having one ensures that all of the content across your properties online and your written materials have the same “feel”. Customers like consistency, which helps your brand move from the top of your sales funnel to the bottom more easily. 

Did you know that 70% of marketers invest in content marketing now? 

This means that web content writers proficient at turning visitors into customers are now in more demand than ever. Whether ensuring the visitor stays engaged with your landing page long enough to get to the “add to cart” button or ensuring the script is interesting enough to get the viewer to watch the entire video, a good content writer is worth their weight in gold. 

Types of content writing

Content writing comes in many forms, and if you want to make a serious living at it, you should do your best to master each one. Here we’ll review them and some of their statistics that make them a valid method to generate revenue. 

Website content and blogging

Whether you’re writing static pages for a website for informational purposes or creating regular blog content, these are close to the same in terms of the end result. They will likely appear in the same format on the same website even if they serve different needs. 

Blogging is extremely useful as a long-term traffic generation strategy via SEO. Brands that blog regularly attain 67% more leads than businesses that don’t blog at all. If you look at it from a sales standpoint, this article you’re reading is an example of top-of-funnel content. 

To be brief, this is the discovery and education phase. The goal of this content is to get you to become a client of Copy.ai, but it’s just the first step. If this content doesn’t do its job, which is to educate you on content writing, you won’t move on to the next phase. 

Email marketing

Did you know that email marketing is 44 years old? It’s true: the first email blast was way back in 1978 when Gary Thuerk sent an email to 400 people on Arpanet advertising his company’s machines. It netted the company around $13 million dollars in revenue. 

Since then, email marketing has been a force to be reckoned with when it comes to generating revenue for online businesses. Email marketing has an impressive ROI of $36 for every single dollar spent on it, and email marketing revenue worldwide is expected to continue increasing for years to come. 

Social media posts

Social media has been around since 1996 with the launch of Bolt.com and SixDegrees.com, While you may think of MySpace as the first social media website, it wasn’t created until 6 years later in 2003. 

Social media marketing has grown leaps and bounds since its creation, but it’s exploded over the past decade. With the various social media networks available to master, there is plenty of room for more expansion. 

The current 5 social networks are:

  • Facebook
  • Twitter
  • Instagram
  • Pinterest
  • LinkedIn

Of these, Facebook is the biggest and can refer you the most traffic through paid Facebook ads or posts to your page. 

There are more niche networks considering what audience you want to target, though. 

If you’re looking for ideas for your social media campaigns, try some of these:

  • Important company announcements
  • Important news related to your products or your industry
  • Polls and surveys
  • Product videos
  • Memes related to your industry, brand, or a commonly celebrated holiday
  • Infographics,
  • And more

There are a wide variety of post ideas that you can use for your social media properties to turn them into income producers. Getting started with social media marketing is easy.  

Video content

Video content is another type of content writing that doesn’t sound like it involves writing, but it definitely can. This is usually the writing and editing of video scripts, which can be crucial to getting and keeping your audience’s attention on platforms like YouTube

Did you know that you only have about 5 seconds to get a viewer’s attention on YouTube? They're moving on to something else if they don’t find you engaging, especially in a video ad. This is why having a well-developed video script is necessary for many types of video content, particularly paid video ads. 

Publicity and journalism

Publicity and journalism cover press releases, internal documentation, communication, and more. 

The purpose of a press release is to give an official statement from the company on a particular subject to the press. These can be published through distribution companies such as 24-7 Press Release or Marketwatch. You can learn more about how to write a press release here.

Product related content

Content related to products can be anything from compelling product descriptions on the product pages themselves to the text on the product’s packaging and documentation. 

Landing page copy

Writing effective landing pages is another lucrative way to increase your value as a content writer. Landing pages effectively sell products or services to people who land there from paid ads, email marketing, or even social media messenger ads. 

These are single pages with no navigation to other pages on the website, effectively “locking” the visitor on the page unless they close their browser tab. 

According to Wordstream, the average landing page only converts at around 2.35%, while highly successful landing pages can convert at 11.45% or higher. 

How to start content writing

To start content writing, you should begin with doing thorough research on the topic you want to write about. 

Your content writing endeavors should begin with proper research and ensuring that anything you write for your brand is factual. The last thing that you want is for something you wrote to be shared on social media or in an email, and someone calls you out for the information not being able to be verified or, worse, being outright false. 

You never want to cause the publishing of inaccurate or false information for a brand you’re writing for. It damages the brand’s credibility, sometimes irreparably so. Customers don’t want to shop with a brand that puts out fake or misleading information, and can you blame them? 

Developing your content

Developing your content starts with deciding what angle you will approach your topic. How you approach the topic in your content is incredibly important and determines how effective your content will be at its chosen task. Even though you may know what should be in your outline, choosing the correct tone to write in is critical to success. 

You also want to ensure that your content differs from anything else published on the subject. Multiple people have likely written about it no matter what you want to write about it, but it’s almost guaranteed that they haven’t written the same thing. 

A large part of content writing is combining what various others have written to create a complete, cohesive piece of content that beats them all. 

Create an outline

Creating a content outline for your work makes the whole writing process easier because you know you’re not leaving anything out. 

You first want to go to a keyword tool like Ahrefs and check keywords on the piece of content you want to write about. For example, if you use Ahrefs Keyword Explorer, you can search for the topic you want to write about, select the “questions” column, and pick various questions you can answer in your article. 

When you create your outline, make sure you format it correctly. 

Most of your heading tags should be H2 or H3, while your post’s title should be an H1.

Here’s a step-by-step walkthrough of creating an outline for a blog

Create your introduction

Regardless of the type of content you’re creating, you will need an introduction. Blog posts, white papers, video scripts, etc all need an engaging introduction to grab your visitor’s attention. You want to keep it short, sweet, and to the point and ensure that everything you say in it fulfills the title's promise. 

Plan your imagery

The imagery is important when you’re putting together the plan for the content you’re creating. It can be photographs, screenshots, infographics, illustrations, or video clips, but your visual elements must complement your written elements. Everything you place in your content should be useful, not simply decorative. 

Plan your calls to action

Any piece of content you create should aim to steer your reader towards an action. Asking for them to perform this action is exactly that: a call to action. 

Your calls to action can be made up of only text, or it could be buttons. 

Create your title

The title of your content needs to get your readers' attention enough for them to click, but also to be SEO friendly. Your title should have your targeted keywords in it and let the reader know what they can expect to get out of reading. 

Once your reader makes it to your content, it’s your job from there to fulfill whatever promise you made in the title. If you don’t, you lose credibility as a brand, and that reader will be suspicious of anything else you produce.

Bonus: We’ve created a free SEO title generator to help get you started.

Write your meta description

Google uses your meta description in its search results, and its purpose is to let readers know a little more about your content before they click on it. When combined with an attention-grabbing title, a well written meta description will easily draw readers into your content.

Beware, though: Google doesn’t always use the meta description you wrote. Sometimes, it will pull a description out of the article’s text and use that instead. If you notice this happening, this is a clue on how you should write your meta descriptions in the future. 

If you're struggling to create meta descriptions, use our free meta description generator to create unique, eye-catching, meta descriptions in seconds.

Target featured snippets, and people also ask

If the content you’re creating is article-based, targeting featured snippets and people also ask sections of Google search results can bring you in a lot of traffic in the short term. You can bypass most other organic search results by targeting these placements and landing up top. 

Edit your content

No matter what type of content you’re creating, when you finish your initial draft, it’s time to walk away and let it rest. Let yourself forget a large portion of your writing, and then start the editing process. 

You’re likely to find spelling and grammar mistakes and places where you don’t make your point clear or are simply not as engaging as you need to be. Maybe you wrote some humor into your content, and it just falls flat. There’s no telling what you’ll find after you’ve let your first draft rest for a couple of days before editing. 

The publishing process

Whether you’re publishing a piece of content on your blog, on a website like Medium, or even as a guest post on someone else’s blog, your content needs to be polished. Before you get to this step, you should have already gone over it with a fine-toothed comb. 

If you published the content on your own website, you need to be able to track how many visitors it’s received, such as through statistics programs like Google Analytics. If you’ve published your content on another website, tracking clicks from that content to your desired destination should also be a priority. 

Without tracking, there’s no way to know how well your content performs. You can also use user metrics to inform your content strategy going forward by knowing which pieces of content get the most attention and engagement and which types of content are better left alone. 

Conclusion

Content writing isn’t simply limited to writing blog posts or press releases. Today, almost every piece of content that you produce for the web will begin as a written document, such as an outline or a script. 

Learn
8 min read

What Is Content Writing and Why Is It Important?

Tiffany Ellis
September 20, 2022

Content writing is producing content in various forms for digital consumption. This can be writing and editing articles for a website or writing scripts for podcasts, videos, and social media platforms. 

This article will explain why content writing is important, what you can do with it, and its various disciplines and their respective benefits. 

Why is content writing important?

Content writing is important because nearly any piece of media on the web started out as a written document, whether on paper or in digital format. In the early 2000s, “content writing” was a bit more literal because written articles and emails were nearly all there were. But today, the type of content you need to write varies.

Here are a few different types of content that you may be expected to produce:

  • Web articles
  • Ad copy
  • Landing page copy
  • Video descriptions
  • Video scripts
  • Infographics
  • Images
  • Graphics
  • Social media posts and ads
  • Sales letters
  • Email newsletters

In short, if you do a web search for a “content writer” on any hiring platform such as Upwork, you will have results that feature various writing skills. The fun thing about content writing is that every discipline within it is different. 

A content writer can be an ambassador for your brand in many ways. Having one ensures that all of the content across your properties online and your written materials have the same “feel”. Customers like consistency, which helps your brand move from the top of your sales funnel to the bottom more easily. 

Did you know that 70% of marketers invest in content marketing now? 

This means that web content writers proficient at turning visitors into customers are now in more demand than ever. Whether ensuring the visitor stays engaged with your landing page long enough to get to the “add to cart” button or ensuring the script is interesting enough to get the viewer to watch the entire video, a good content writer is worth their weight in gold. 

Types of content writing

Content writing comes in many forms, and if you want to make a serious living at it, you should do your best to master each one. Here we’ll review them and some of their statistics that make them a valid method to generate revenue. 

Website content and blogging

Whether you’re writing static pages for a website for informational purposes or creating regular blog content, these are close to the same in terms of the end result. They will likely appear in the same format on the same website even if they serve different needs. 

Blogging is extremely useful as a long-term traffic generation strategy via SEO. Brands that blog regularly attain 67% more leads than businesses that don’t blog at all. If you look at it from a sales standpoint, this article you’re reading is an example of top-of-funnel content. 

To be brief, this is the discovery and education phase. The goal of this content is to get you to become a client of Copy.ai, but it’s just the first step. If this content doesn’t do its job, which is to educate you on content writing, you won’t move on to the next phase. 

Email marketing

Did you know that email marketing is 44 years old? It’s true: the first email blast was way back in 1978 when Gary Thuerk sent an email to 400 people on Arpanet advertising his company’s machines. It netted the company around $13 million dollars in revenue. 

Since then, email marketing has been a force to be reckoned with when it comes to generating revenue for online businesses. Email marketing has an impressive ROI of $36 for every single dollar spent on it, and email marketing revenue worldwide is expected to continue increasing for years to come. 

Social media posts

Social media has been around since 1996 with the launch of Bolt.com and SixDegrees.com, While you may think of MySpace as the first social media website, it wasn’t created until 6 years later in 2003. 

Social media marketing has grown leaps and bounds since its creation, but it’s exploded over the past decade. With the various social media networks available to master, there is plenty of room for more expansion. 

The current 5 social networks are:

  • Facebook
  • Twitter
  • Instagram
  • Pinterest
  • LinkedIn

Of these, Facebook is the biggest and can refer you the most traffic through paid Facebook ads or posts to your page. 

There are more niche networks considering what audience you want to target, though. 

If you’re looking for ideas for your social media campaigns, try some of these:

  • Important company announcements
  • Important news related to your products or your industry
  • Polls and surveys
  • Product videos
  • Memes related to your industry, brand, or a commonly celebrated holiday
  • Infographics,
  • And more

There are a wide variety of post ideas that you can use for your social media properties to turn them into income producers. Getting started with social media marketing is easy.  

Video content

Video content is another type of content writing that doesn’t sound like it involves writing, but it definitely can. This is usually the writing and editing of video scripts, which can be crucial to getting and keeping your audience’s attention on platforms like YouTube

Did you know that you only have about 5 seconds to get a viewer’s attention on YouTube? They're moving on to something else if they don’t find you engaging, especially in a video ad. This is why having a well-developed video script is necessary for many types of video content, particularly paid video ads. 

Publicity and journalism

Publicity and journalism cover press releases, internal documentation, communication, and more. 

The purpose of a press release is to give an official statement from the company on a particular subject to the press. These can be published through distribution companies such as 24-7 Press Release or Marketwatch. You can learn more about how to write a press release here.

Product related content

Content related to products can be anything from compelling product descriptions on the product pages themselves to the text on the product’s packaging and documentation. 

Landing page copy

Writing effective landing pages is another lucrative way to increase your value as a content writer. Landing pages effectively sell products or services to people who land there from paid ads, email marketing, or even social media messenger ads. 

These are single pages with no navigation to other pages on the website, effectively “locking” the visitor on the page unless they close their browser tab. 

According to Wordstream, the average landing page only converts at around 2.35%, while highly successful landing pages can convert at 11.45% or higher. 

How to start content writing

To start content writing, you should begin with doing thorough research on the topic you want to write about. 

Your content writing endeavors should begin with proper research and ensuring that anything you write for your brand is factual. The last thing that you want is for something you wrote to be shared on social media or in an email, and someone calls you out for the information not being able to be verified or, worse, being outright false. 

You never want to cause the publishing of inaccurate or false information for a brand you’re writing for. It damages the brand’s credibility, sometimes irreparably so. Customers don’t want to shop with a brand that puts out fake or misleading information, and can you blame them? 

Developing your content

Developing your content starts with deciding what angle you will approach your topic. How you approach the topic in your content is incredibly important and determines how effective your content will be at its chosen task. Even though you may know what should be in your outline, choosing the correct tone to write in is critical to success. 

You also want to ensure that your content differs from anything else published on the subject. Multiple people have likely written about it no matter what you want to write about it, but it’s almost guaranteed that they haven’t written the same thing. 

A large part of content writing is combining what various others have written to create a complete, cohesive piece of content that beats them all. 

Create an outline

Creating a content outline for your work makes the whole writing process easier because you know you’re not leaving anything out. 

You first want to go to a keyword tool like Ahrefs and check keywords on the piece of content you want to write about. For example, if you use Ahrefs Keyword Explorer, you can search for the topic you want to write about, select the “questions” column, and pick various questions you can answer in your article. 

When you create your outline, make sure you format it correctly. 

Most of your heading tags should be H2 or H3, while your post’s title should be an H1.

Here’s a step-by-step walkthrough of creating an outline for a blog

Create your introduction

Regardless of the type of content you’re creating, you will need an introduction. Blog posts, white papers, video scripts, etc all need an engaging introduction to grab your visitor’s attention. You want to keep it short, sweet, and to the point and ensure that everything you say in it fulfills the title's promise. 

Plan your imagery

The imagery is important when you’re putting together the plan for the content you’re creating. It can be photographs, screenshots, infographics, illustrations, or video clips, but your visual elements must complement your written elements. Everything you place in your content should be useful, not simply decorative. 

Plan your calls to action

Any piece of content you create should aim to steer your reader towards an action. Asking for them to perform this action is exactly that: a call to action. 

Your calls to action can be made up of only text, or it could be buttons. 

Create your title

The title of your content needs to get your readers' attention enough for them to click, but also to be SEO friendly. Your title should have your targeted keywords in it and let the reader know what they can expect to get out of reading. 

Once your reader makes it to your content, it’s your job from there to fulfill whatever promise you made in the title. If you don’t, you lose credibility as a brand, and that reader will be suspicious of anything else you produce.

Bonus: We’ve created a free SEO title generator to help get you started.

Write your meta description

Google uses your meta description in its search results, and its purpose is to let readers know a little more about your content before they click on it. When combined with an attention-grabbing title, a well written meta description will easily draw readers into your content.

Beware, though: Google doesn’t always use the meta description you wrote. Sometimes, it will pull a description out of the article’s text and use that instead. If you notice this happening, this is a clue on how you should write your meta descriptions in the future. 

If you're struggling to create meta descriptions, use our free meta description generator to create unique, eye-catching, meta descriptions in seconds.

Target featured snippets, and people also ask

If the content you’re creating is article-based, targeting featured snippets and people also ask sections of Google search results can bring you in a lot of traffic in the short term. You can bypass most other organic search results by targeting these placements and landing up top. 

Edit your content

No matter what type of content you’re creating, when you finish your initial draft, it’s time to walk away and let it rest. Let yourself forget a large portion of your writing, and then start the editing process. 

You’re likely to find spelling and grammar mistakes and places where you don’t make your point clear or are simply not as engaging as you need to be. Maybe you wrote some humor into your content, and it just falls flat. There’s no telling what you’ll find after you’ve let your first draft rest for a couple of days before editing. 

The publishing process

Whether you’re publishing a piece of content on your blog, on a website like Medium, or even as a guest post on someone else’s blog, your content needs to be polished. Before you get to this step, you should have already gone over it with a fine-toothed comb. 

If you published the content on your own website, you need to be able to track how many visitors it’s received, such as through statistics programs like Google Analytics. If you’ve published your content on another website, tracking clicks from that content to your desired destination should also be a priority. 

Without tracking, there’s no way to know how well your content performs. You can also use user metrics to inform your content strategy going forward by knowing which pieces of content get the most attention and engagement and which types of content are better left alone. 

Conclusion

Content writing isn’t simply limited to writing blog posts or press releases. Today, almost every piece of content that you produce for the web will begin as a written document, such as an outline or a script. 

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