Written content is for decades now part of our virtual world. In fact, I can’t recall a day that I haven’t visited the web to read something – news, an eBook, product info or a blog. Indeed, buyers that are seeking product info online usually ends up reading content on a company’s website or social media page.
So, if you’re a business owner with some online presence, you would enjoy buyers end up at your site and reading your content. Even better if they make a purchase thereafter…
Sadly, the written word has not benefitted much with the advances in digital communication technology. As a result, the winners here are mostly visual, voice and interactive content formats.
However, despite the exponential growth and use of alternative content, such as online videos, voice and interactive content, the use of written content is still relevant today. Notwithstanding, the success of the others, written content that is well planned and presented may render good results.
Indeed, you should make written content part of your digital marketing campaign.
What is written content?
Content writing is commonly used to explain the act of creating written content for the web.
Content writing is the process of planning, writing and editing web content, typically for digital marketing purposes. For instance, it can include writing blog posts and articles, scripts for videos and podcasts, as well as content for specific platforms, such as tweetstorms on Twitter or text posts on Reddit.
The pros and cons of written content
Pros:
Cons:
Examples of written content
Writing blog posts started in 1997 and we are still using it today. Indeed, it is testimonial of a blog’s efficiency and conversion success.
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According to Artem Minaev in First Site Guide, a blog is an online journal or informational website displaying information in reverse chronological order, with the latest posts appearing first, at the top. Additionally, it is a platform where a writer or a group of writers share their views on an individual subject.
From a business owner’s perspective, is the main purpose of a blog to connect your business to the relevant audience. Also, to boost your traffic and send quality leads to your website.
The pros and cons of using blogs as content for your digital marketing campaign are:
Pros:
Cons:
An eBook, also known as an electronic or digital book, is a digitally released version of a book, often consisting of text and images and available on electronic devices, such as specifically designed eBook readers (Statista).
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Can you use eBooks as part of your content marketing strategy? Indeed, the Digital marketing Institute suggests that you can use eBooks as follows:
The pros and cons of using eBooks as written content are as follow:
Pros:
Cons:
Product content and guides
It is the content that you write to tell the story of your products.
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Product content and guides provide your customers with the information they need to make purchasing decisions. As a result, causal product guides can lead to brand visibility, differentiate your business from competitors, and serve as a subtle and effective call-to-action (Inc.).
The pros and cons of using written content for product content and guides are:
Pros:
Cons:
White papers
A white paper is an informational document, that is usually issued by a company or not-for-profit organization, to promote or highlight the features of a solution, product, or service.
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Indeed, the purpose of a white paper is to promote a certain product, service, technology or methodology, and to influence current and prospective customers’ decisions (Investopedia).
The pros and cons of using white papers as content for your digital marketing campaign:
Pros:
Cons:
Case studies
A case study is a written account of a real customer’s experience with your business. Therefore the case study describes a customer’s success, thanks to your product or service. In fact, they typically include the problem the customer was facing before they used your product or service, and how you helped overcome that problem (Learning Hub).
The pros and cons of using case studies as content for your digital marketing campaign:
Pros:
Cons:
You can’t realistically create a video without a script, or a podcast, or interactive content. In other words, the point that I try to make is that most digital marketing content strategies starts with written words.
Even more, another thing I love about using written words to create content is that it gives me the luxury for my thoughts to go wandering around. Of course you can rightly ask “What the hell is that?” Indeed, wandering thoughts eventually arrives somewhere. So, getting there, I can relate independent concepts or utterings better in my mind and put it down in written words. Of course also with the help of my keyboard and MS Word, to hopefully create stunning written content…
But, is the written word that what your online customers prefer? I wonder…
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