“Content is King.” This is a phrase that has been around for decades now but has particularly revitalized in recent years. So, is blogging and content writing really that important for companies? Why is it important? And how can you tell if you’re doing it well? Keep reading to find out.
What is Content Writing?
Content writing is when organizations or people produce unique writing pieces (blogs, ebooks, case studies, articles, guides, etc.) for public consumption. Typically, content is given away for free, although some forms of content can be gated and ask for an email address. Companies that produce content usually write on topics that are relevant to their industry, services, or products.
Why Does Content Writing Matter?
Content writing is a valuable part of a company’s marketing strategy. A strong content writing strategy can:
Help brands establish trust
If an organization consistently writes informative and educational pieces relevant to their industry, audiences will come to know them as an authoritative source. Building this type of reputation also produces trust in the company’s products or services.
Giving back to customers
So much of marketing is about the hard sell. PPC ads, website call-to-actions (CTAs), and email promotions are always a one-way transaction. The company reaches out and asks the customer to buy something. Content is a step away from that type of communication. With content writing, organizations can provide valuable resources to their audience for free.
Increased engagement
Companies are constantly seeking increased engagement with their customers because they understand that will build brand loyalty. If a customer continually engages with your company’s promotional offers, leaves reviews, and comments on social media posts, they are less likely to leave for a competitor. Content writing is another opportunity for your customer to build a relationship with your organization. They can read your blogs, leave comments, and feel connected to your brand.
SEO benefits
A strong content strategy should support your SEO efforts. Companies can write blogs on their primary keywords so they continue to organically rank highly for those search terms.
Important Content Writing Statistics
- 70% of marketers are actively investing in content marketing (Hubspot)
- 77% of companies report having a content marketing strategy (SEMrush)
- 60% of marketers create at least one piece of content a day (eMarketer)
- Content marketing costs 62% less than traditional marketing and generates three times the amount of leads (DemandMetric)
How to Know if Your Content Writing is Driving Results
So, after a company publishes a blog post, how does it know if it was successful? There are a few ways organizations can track their content marketing efforts.
Direct Success Metrics
The first metric most companies look at is direct sales driven by their blog. You can look through your site analytics to understand if anyone reading a blog post or a piece of content then went on to complete a sale. Use these sales to calculate the return-on-investment (ROI) for your content writing. Your ROI will look at how much it costs you to produce content versus how much revenue that content drives. A strong content strategy will have a positive ROI.
The second metric to consider is website traffic. Content writing should bring more traffic to your website. This traffic can help to increase your brand awareness, increase conversion rates, and more.
Indirect Success Metrics
Some indirect success metrics that your content writing can contribute to are:
- Improved SEO rankings
- Increased time spent on pages on your website
- Increased engagement on social media
- Increased open rates for emails
Need Content Writing Help?
At Kick Digital Media, we specialize in providing thoughtful, engaging content to help your business achieve its goals. Contact us today to find out how we can help you improve your business’s online presence with a robust content strategy.