october 28, 2019
Why Your Brand
Needs Content Writing
Why Your Brand Needs Content Writing
Content writing tells your brand’s story.
Content writing comes in many forms, ranging anywhere from articles published on your website to editorials, blogs, white papers, and much more. At its core, content writing consists of written materials that tell your brand’s story. Unlike copywriting, which drives sales by using a persuasive voice, content writing engages your audience through education and information about you and your brand. Both types of writing are important. When writing content, you simply have a different goal.
But what should your content actually look like, and why does it matter? Why can’t a business or brand just stick their flag in the ground and wait for clients to come a-knocking? I’m so glad you asked.
Your brand content lets people know you exist
People can’t ask for your business if they don’t know you’re there. So while you’re waiting for that knock at the door, get comfy – you’re going to be waiting a while. Unless you’re a celebrity with a well-established fan base (which, Dolly Parton, if you’re reading this, you’re my hero) your audience needs to get to know you and what you can offer them. Establishing a solid online presence is a major step in creating brand awareness. Who you are, what your brand is about and why your work in the world is relevant to your audience are all excellent topics to address with well-written content.
Content develops trust with your audience
The role of content writing within your brand strategy also serves to develop trust between your business and the people who need your business. Because the ultimate goal of content writing is to educate and inform, it provides you the perfect opportunity to take the reins of your brand voice. Tell your audience exactly who you are instead of leaving them to figure it out through vague suggestion, overly technical lingo, or worse – little to no information at all. The best content offers your audience clarity and understanding so that after they’ve read it, they know more about you than they did before. With on-topic content, you build the know/like/trust factor for your business.
Content shows your audience how you can help them
The moment a problem presents itself, what’s the first thing everyone does? Check the internet for help. In the age of endless connectivity, we can’t help but comparison shop utilizing our most easily-accessed tool available. You can use this knowledge to your advantage by publishing content that describes how your brand can solve your audience’s problems. You can set yourself apart by giving your readers useful information to help make their lives better. As a result, you show you care more about keeping your audience interested than getting them to convert. And that in itself is the goal of content writing.