The evolution of content writing in the last two decades is arguably the most important 100% free marketing tool that most Northern Ireland businesses can make use of to get guaranteed results.
Simply put, it means to write content (who would have guessed that, huh?).
But it’s the purpose of content in marketing that we’re dealing with specifically.
Firstly, content writing is writing persuasive, engaging, informative content for a reason.
For example, this blog post is an example of content writing.
The reason for this piece of content is to inform Northern Ireland business owners, NI Marketing Managers and local Marketing Coordinators about how to adopt this incredible marketing tool.
As a result, most written content is conversational in style, informative in substance and not too ‘salesy’.
Secondly, it isn’t just about writing blog posts; it includes news articles, interviews, writing copy for brochures and much more.
Regardless of the style and delivery of content, the main aim is to ultimately guide customers gently towards an action, such as a ‘Buy now’, ‘Sign Up’ or ‘Learn More’ Call To Action (CTA).
For instance, whether you’re an account executive for a Belfast advertising agency or a Marketing Director at a Northern Ireland PR company, your content should be engaging, shareable and consistent.
In other words, it should be well-researched and relevant to your target audience.
All of the articles on my website’s blog section are examples of content writing. Check them out here.
We all consume content every day.
Our alarm wakes us up in the morning, and we scroll through Facebook, Instagram and Snapchat.
We consume various types of content like blogs, video content and user-generated content from friends.
In addition, we visit the BBC Northern Ireland website and consume news content.
We open the Youtube app and watch how-to tutorials which are video content.
Subsequently, for Northern Ireland businesses, content writing has a whole host of benefits.
Benefits include improved visibility on Google search results, the ability to update customers, and it keeps website visitors coming back to your website.
Regular content ultimately offers customers a reason to buy and humanises your company.
You can read my in-depth guide on blogging for business benefits here:
Content writing can be challenging.
“What type of content should I write?”
“How do I structure my content?”
“How do I get people to read it?”
Those are some of the questions I get asked every week by busy Belfast Marketing Executives and Marketing Coordinators.
Moreover, they appreciate the value of content but don’t have the time or creative ability to write in-depth, consistently about a topic or industry confidently.
There’s absolutely no shame in saying, “This is not my strongest area, I need help with this.”
For example, I’m a freelance Belfast copywriter but do I also create my graphic design material?
No, I got an F in GCSE Art, so I outsource my weaknesses.
Do I design my website? No, I hire a professional web designer to make my website look its best.
Everyone involved in marketing has their strengths and weaknesses; you’ll rarely find an all-rounder.
For example, when I worked in Marketing and Communications at a Northern Ireland university, I focussed on writing unique content for websites and social media platforms.
However, for video marketing, graphic design and everything in between, I relied totally on marketers with expertise in each area.
Yes, writing quality, engaging content is time-consuming.
Therefore, it relies on the writer having a good understanding of digital marketing best practices.
Best practices include how to SEO optimise content to improve search results, and knowing your <H1> tags from your <H2> tags.
Above all, it requires an understanding of how to structure your content correctly, keyword research and ultimately how to get your content read.
As a result, it’s no surprise that a lot of local business owners and marketing directors decide to save time and hire out the work to a professional content writer.
In short, what could take you a day to write could be written in a quarter of the time by someone who writes content for a living.