Organizations use data to analyze their customer behavior. They study what their customers are searching for and what kind of content they are likely to consume. This insightful data is then used to plan and create content that is relevant and meaningful to their customers
Great content comes with great effort. Any organization on its way to creating a marketing strategy cannot ignore content today. This blog will focus on collating some winning content marketing examples, best practices used in the industry, and content writing tools that will make your job as a content marketer easy.
A fantastic visionary that he is, Bill Gates could see deep into the future. In an essay written in 1996, he wrote with conviction about how content is king. In 2022, the COVID-19 pandemic and the resultant “new normal” have drastically changed the way people buy, sell, and work across the globe. Businesses have no option but to adapt and change. This entire situation has propelled the online space to the stature of a marketing hub. We are at a point where leading organizations across the globe are adopting content-led marketing strategies.
In a digitally connected world, content is the new gold mine. Organizations and brands across the globe are using content to leverage their products and services. With more and more consumers moving online, the more agile brands have quickly made the shift. They are using content to tell their story and create brand value among their consumers.
But Wait. What Exactly is Content Writing?
Content writing is the art and science of creating content for the digital medium. Yes, you read that right. It is a finely crafted art as much as it is science. Why do we say that? Well, you will agree that writing is an art form. It requires someone to logically and meticulously put together thoughts into a coherent, readable format. But why is it a science? Because every piece of writing needs to have a structure. It must present a point of view in a well-framed, grammatically correct manner. The best content comes from a great mix of these two traits.
Organizations use data to analyze customer behavior. They study what their customers are searching for and what kind of content they are likely to consume. Then, this insightful data is used to plan and create relevant and meaningful content for their customers. While science defines what needs to be written, it is the art and craft of writing that helps create highly readable and engaging content.
Different Types of Content Writing
Content is created primarily for digital marketing. Just like water takes the shape of its container, writing must mold itself to the medium. The tone, tenor, style, and length of the written piece must change based on where it will appear. Here are some classic content writing types:
- Scriptwriting for videos
- Writing for e-zines
- Social media posts
- Case studies
- White papers
- Website content
- Landing page content
- YouTube video description
- E-commerce product description
- Reviews (books, movies, product, or service)
- How-to guides
While this list does not cover the vast ocean of content writing possibilities, it will give you an idea of what comes within its purview. From technology to recipes, from education to entertainment, from food to science, content can be created for any topic under the sun and beyond.
We have already established that content is the key marketing tool for any organization in today’s world. What, when, and who to write for is defined by an organization’s marketing strategy. Organizations or individuals setting out to make their mark must ensure that their content is customer-centric. This calls for a deep understanding of customer behavior, both online and offline. Brands have moved away from talking about what they can do for their customers. Instead, they speak about what the customer would like to hear within the context of their brand. In the highly competitive online space, content must be interesting and unusual to retain customer interest. The challenge is to create such content consistently.
8 Best Content Writing Examples
So, in short, organizations need to tune themselves to their customers’ frequency. They must clearly define their audience and create suitable content for this target segment. If customers find their content interesting, they will stay tuned, interact with the brand, and maybe even share it with their friends. Therefore, it is important to write honest and targeted content.
Here is a closer look at a few content writing examples via brands that seem to have got their content marketing formula right. They have a massive social media presence. They have a signature content style and have consistently maintained it through the years. This has resulted in their large social media following. Safe to say, they seem to have honed the art of creating content that connects with their customers.
The iconic Amul girl graduated seamlessly from the traditional print advertising medium to the online space. This helped the brand stay connected with their customers while adding a new base of a younger audience. By maintaining the style and tone of its content in the online space, the company has earned the love and respect of its audience. Their communication is always topical, offering a brilliant mix of humor and current affairs. The brand also has frequent contests in its online space to keep its customers engaged and entertained. It is one of the best content writing examples.
A product of the e-commerce boom in India, Flipkart is a relatively new entrant to the market. However, they are in a highly competitive space, and they understood early on that they must follow the customer journey from research to actual purchase.
User-generated content like customer reviews and recommendations forms an integral part of their content strategy. They maintain an active social media presence across all channels and ensure constant interaction with their customers through contests. Their Big Billion Day sale is a brand by itself, and customers withhold their purchases as they wait for this sale, much like the iconic Black Friday sale.
Like Flipkart, Zomato is a “millennial” brand that engages with customers largely between the age group of 18 to 40. It is a food delivery app that offers a listing of restaurants. The company uses a versatile range of content to engage with its customers; this includes blogs, videos, and infographics. Their target base is clear: foodies. They also send out constant emails to their database of customers on topics ranging from food to safety. This is an excellent strategy, as it helps keep them on top of the customers’ minds. Their quirky,
topical, and witty catch on food consumption behavior hold their large base of customers joyfully engaged. Again, an exceptional content writing example.
“Fevicol ka mazboot jodd hai, tootega nahin” is an iconic sentence, without which the history of the Indian advertising industry will remain incomplete. Be it Kareena Kapoor’s dazzling dance number “Fevicol se” or PM Modi’s speech in which he says India-Japan relations are stronger than Fevicol, the brand has glued itself to the Indian collection of words and phrases.
This extraordinary journey began with a textbook marketing tactic: directly approaching the target audience ( carpenters). After gripping the entire market and implementing brilliant strategies, this digital content writing example has come a long way from conventional newspaper ads to rocking meme games on social media.
Bumble is more than a dating app, connecting like-minded people for friendships as well. The marketing strategy of this product is noteworthy, from maintaining an all-yellow (also the color of happiness!) theme throughout their profile to reeling in trending influencers. Bumble is famous for launching quirky campaigns that tick all the boxes. The most famous one is the one regarding women “making the first move.” Bumble is a women-first dating app, and they are not afraid to leverage this fact. This is one of the best digital marketing content writing examples.
Nobody can start a sentence with the word “Paytm” and not finish it with the famous “Paytm Karo.” Paytm India’s topical marketing strategy and overall branding communication have helped the brand become an intangible neighborhood of their users’ lives. They’re able to find branding opportunities in mundane online trends, instantly becoming a platform for a much bigger, topical conversation. Paytm sneaks marketing and branding in its entire online presence.
Simplify360 explains interactions with customers and audiences across different social media platforms for leading businesses. It also allows you to keep tabs on your customer reviews and answer them. Their social media feeds comprise detailed guides on customer management, sales conversion methods, and statistics-supported social media analytics. Simplify360’s marketers seem to highlight their skills and features through their posts and hashtags extensively. This brand acts as the perfect content marketing example.
It is right there in its name—shaadi! But, can you imagine a brand discouraging its value proposition? Shaadi.com recently launched a campaign where they conducted a survey among women and found out that around 82% of women do not want to rush into marriage. This survey and the advertisement around it garnered a lot of attention and applause. While raising a serious issue, they also drew attention to their easy-to-use, user-friendly interface, suitable for all types of people and mindsets. Isn’t this content writing example mind-blowing? Other than that, they are known for their emotional campaigns as well.
Content Writing Best Practices
COVID-19 has irrevocably disrupted the traditional marketing funnel. It has driven more people and organizations online than ever before. Although the e-commerce growth figures in India were not as high as they were in other big markets like the United States and China, the industry is optimistic about the financial year 2022. This also means that organizations must have their content strategy in place and employ proven best content practices to leverage the online presence of their customers.
1. Have a clear content strategy
Your content needs to be customer-centric. It must engage with your audience, and it must convince them that you can help meet their needs or solve their problem somehow. It must imply that you understand their situation and empathize with them. Any content created must be about what the customer wants to hear rather than what the organization wishes to say.
2. Have a deep understanding of your target audience
Who is your customer? What are their likes and dislikes? What are the challenges they face (in the context of your brand), and how can you solve those challenges for them? Any content created must strive to answer these questions. Build a customer persona and ensure that your content is always about your customers. It should reassure them that you are earnest about solving their problem.
3. Create content that connects with your customer
Once you have clearly defined who your target audience is, it is important to create content that resonates with them. Content that they can relate to so that they, in turn, share it and talk about it with their friends. Make your content so compelling that customers begin to interact and, over time, build a relationship with your brand.
4. Create the right mix of content
Ensure you hold your customers’ interest by offering them a fantastic mix of content. Incorporate blogs, videos, social media posts, infographics, and thought leadership material into your content marketing plan. Give your customers a reason to keep coming back to you.
5. Ensure your content is SEO-compliant
Optimize your content. This is an important best practice for SEO content writing. This means you must add all the relevant keywords, descriptions, alt tags, and meta tags. How can you do this? You need to obtain data on what your customers are looking for and create content based on their requirements. Ensure that there is a mix of the right keywords in your content to attract and retain your customer’s attention.
6. Make your content engaging
Once the content is out there in cyberspace, your customers should consume it and stay engaged with your brand. How can you do this? Keep your content simple and relevant, engage in storytelling, use humor, use images and statistics, and keep it topical and honest. Above all, once you arrive at a tone and style, stay consistent, so that you do not confuse your customer. This is equally important in social media content writing.
7. Have a compelling call to action
Now you’ve got awesome content out there. Your customer reads it or views it, and then what? It’s important to have a relevant and logical call to action (CTA). What is the answer, reaction, or activity you want from your customers? Do you want them to fill a form, register on your site, sign up for your event, or bookmark your upcoming sale? Whatever it is, ensure your customer perfectly understands what action is expected. A clear CTA is essential to meet your desired communication objective.
8. Have impeccable grammar
There is nothing more off-putting than badly written, grammatically incorrect content. Be picky about grammar. Ensure that your content is constructed coherently and has a logical flow – regardless of whether it is a written medium, a social media post, or a video. Also, make sure that you get your facts right. Be meticulous so that your customers don’t feel let down. Check your punctuation, or it can completely change the meaning of a sentence. Dot your Is and cross your Ts.
12 Content Writing Tools to Bookmark
Does generating the right content seem a little overwhelming? It need not be. There are plenty of content writing tools out there to help you at every stage of content creation – from ideation and design to conclusion.
1. Hemingway Editor
It makes sure that your writing is simple, lucid, and grammatically correct. It uses color codes to point out issues in your sentence structure. For instance, this content writing tool highlights long, complex sentences in yellow. If you see a sentence marked in red, know that the sentence is long and hard to understand. It pinpoints large words so you can think of smaller, simpler terms. It is easy to use and even helps you format your content well.
It is an AI-powered content writing tool that can help you create impactful, error-free content. It rates content based on correctness, delivery, engagement, and clarity.
This tool scans data points and helps you create SEO-friendly content. It is driven by AI, and helps you search for keywords, edit content, as well as audit your overall piece.
It is an extremely popular WordPress plugin. Yoast helps you manage titles, tags, descriptions, and keywords. It also helps track how often you are using the keywords.
It is one of the best content writing tools to check your content for plagiarism. As soon as you enter your content into the box, it combs content across the internet to check whether your piece is original.
6. CoSchedule Headline Analyzer
It is a fantastic tool that assists you in writing powerful headlines within the prescribed word limit.
7. Cliché Finder
Do you have a penchant for repeating your favorite word? Cliché Finder is your go-to app. It will find and highlight words that have been repeated too often and help enhance the quality of your writing.
Keep in mind the average reader’s ability. We don’t want readers trying to find word meanings in a dictionary. They won’t. They will simply lose interest and go away. So your content must be readable. And this is where this content writing tool can help you. It ensures that your content is simple and easy to read.
9. Hubspot Blog Ideas Generator
All you have to do is enter a word, and it opens the floodgates of topic ideas. It is effective in helping you come up with blog ideas regularly.
SEMrush has more than 50 tools, add-ons, and products to help you market better online. From finding keywords and enhancing your overall SEO efforts to auditing your content, you can find everything here.
Evernote comes with useful features like templates for blog posts, reviews, planners, annual calendars, meeting notes, strategic planning, event budgets, checklists, and so on.
12. Google Analytics
This is a free service by Google that helps get insights into different parameters regarding content. These include website traffic, advertising ROI, and more.
To conclude, it is clear that content marketing is the way forward. Whether you are an individual looking to make your mark as a content writer or an organization seeking to build your online presence, content is key. Therefore, you must devise a strategy for the whole year and plan your content dissemination accordingly. Remember to use an interesting mix of content that includes social media posts, blogs, and videos. Podcasts are emerging as the next big thing in the content space, so you might want to consider adding that to your mix.
The best part about digital media is that you can evaluate what is working and what is not.
The trick is to orient your content according to what customers seem to consume more of. At the same time, ensure your content is topical and relevant to the consumers. Once you have a winning content formula in place, run with it, stay consistent with the style, and be honest about the promises you make. Because, as Maya Angelou says, “At the end of the day, people won’t remember what you said or did, they will remember how you made them feel.”
- Content marketing supported by great content writing is an important arsenal in any brand’s marketing strategy today.
- Content writing is the fine-crafted art and structural science of making content for digital media.
- The different types of content writing examples on the digital front include blogs, scriptwriting for videos, emailers, social media posts, whitepapers, etc. All of these are important for the digital growth of a brand.
- Some of the best practices in content writing include optimizing for SEO, understanding your target audience, and creating the right content mix for your brand.
Content, today, comes in all shapes and sizes, from the written word to an engaging video. A good content marketing strategy uses a mix of different types of content to reach your target audience. Some examples of content include blogs, emailers, newsletters, social media posts, case studies, and more.
Apart from the necessary skills, motivation and passion are crucial to write content that compels audiences to take action.
SEO content writing is the art of writing content keeping the practices of SEO in mind. The idea is to plan, create, and optimize content with the goal of ranking it in search engine results.
Content writing tools are important to create engaging and unique content. Some of their benefits include:
– Improved writing
– Enhanced readability
– Fresh ideas
– Structured content