Uses and Future of Content Writing in the Marketing Industry
Content writing seems simple to many, especially since research is easier thanks to the internet. As you get to know the job better, it’s clear how prospective content writing is in the future. Let’s learn more about the backbone of content marketing!
What is Content Writing?
Content writing is the creation of content for digital marketing. It encompasses numerous forms of text-based content, each serving different purposes. The most common content formats are:
- Blog articles
- Email newsletters
- Product description
- Corporate press releases
- Ebooks
- Infographics
Most marketers say they use specific types of content for each stage of the buyer journey. Content writing serves as a tool to enhance the customer buying experience, eventually influencing their purchase decisions.
The Use of Content Writing
Marketers don’t make content just because other brands do it. Content writing helps companies achieve the following goals:
1. Improve brand visibility
Brands that aim to be more visible in the digital era employ mindful content writing. They publish content on their websites or social media pages to get the public to know them better. Usually, brands implement the search engine optimization (SEO) strategy to boost visibility. It makes them easier to be searched.
2. Generate sales and leads
The main goal of content marketing is generating sales through leads. Customers engaged with the brand’s content will likely purchase products from it. Analytics can help the brand track these potential buyers, helping it nudge customers into purchasing. Marketers who use content generally post higher sales than their counterparts.
3. Build the brand’s reputation
Every brand must maintain a good reputation so that customers will trust it. Content is an excellent way for companies to build a reputation. It showcases the company’s values and main message. Companies can show their inner workings to create accountability in the public eye. Remember, these days; consumers prefer companies to be transparent.
4. Customer retention
Brands will fade into irrelevance if they don’t reach out to consumers consistently. Content marketing is an effort to maintain customer engagement. Customers will always remember the brand by continuously producing content that interests the audience. It makes them choose the active brand over others.
The Future of Content Writing
Artificial intelligence (AI) and natural language processing (NLP) may be the biggest causes for transformation in the content writing industry. Previously, many writers raised concerns that technology will replace them, especially as it becomes more sophisticated as time goes by.
However, smart writers must consider the opportunities that the nascent technology will bring to their day-to-day tasks. Instead of hindering their career, AI can provide solutions to enhance their quality as a writer. As a result, the quality of content writers can produce will also improve dramatically.
Here are several tasks that AI can perform for writers:
- Content suggestions to assist planning.
- Grammar and spelling checks to enhance writing quality.
- Style and tone analysis that ensures brand consistency.
- Content optimization to make sure that content is visible across platforms.
- Translation and localization.
What is important in using technology like AI is the ability to incorporate it seamlessly with daily operations. Some people reported difficulty finding prompts to feed into AI bots like ChatGPT. Instead of having AI assistance for writing, these writers find incorporating AI disrupting their tasks.
Despite AI’s support, writers should also work to polish their writing skills. AI has developed significantly, especially with NLP. It can produce natural texts that look like human writing. However, there are some nuances that only humans can offer. This is where the human writer comes in.
How to be Content Writer
Starting a writing career is not difficult. Build your portfolio by establishing a blog or working as a freelance writer at a content firm. Despite the ease of starting, it’s challenging to gain industry recognition. Writing as much as possible and hearing feedback from others is helpful for writers.
If you are planning to enter this field, training beforehand will help. BINUS International offers its Communications Program for all aspiring marketers. Those who want to pursue a content writing career can gain a foundation in brand management and public relations through the program.
Besides offering in-class education to talented students, BINUS International’s program creates opportunities for students to expand their industry knowledge. There is also a dual degree program in collaboration with Northumbria University in the United Kingdom.
Sources:
https://www.semrush.com/blog/content-writing-how-to-write-and-order-different-types-of-content/
