Content Writing 101

Content writing is about “writing content”, sure, but just how much falls under that umbrella? This article dives into the different categories that comprise content creation. This will help your marketing/content team be specific and accurate when writing, proofreading, or doing any task for clients.

Copywriting
This content category predates online content, but remains just as relevant in the digital era. Copywriting focuses on providing concise information about a product or service in a way that is attractive to customers. It tells a brand’s story and uses infographics and brief sentences to explain a product that catches the attention of the buyer.

Proofreading
Proofreading is all about scanning a text for technical, grammatical, and structural mistakes and correcting them. Proofreaders will not change the message or choice of words of a text (unless they make no sense) but rather make all the text impeccable in regards to grammar and technicality.

SEO Writing
SEO (Search Engine Optimization) writing focuses on creating content that helps websites rank higher in the results pages of search engines like Google or Yahoo. This is done by including keywords; popular words inside a subject being searched for often (e.x ‘sustainable’ in a product’s manufacture description). The content is often short, and can be anything from a blog to the information in a company site.

Technical Writing
Technical writing is usually made up of long, descriptive, in-depth content about; software, robotics, finance, and engineering, among other topics. Technical writers can often take a high-level subject and find the right way to explain it to a broader audience with no expertise. This form of content can be seen in manuals, product descriptions, and FAQs.

Translation
This type of content is specific to websites, documents or any form of written work that needs to be translated from one language to another. Translators of copy don’t change anything from the content or structure perspective, but rather adapt the text to the desired language, while remaining faithful to its original content.

Email Marketing
Content written for email marketing usually involves writing for a specific audience, and with an intent of converting the audience to customers. This format is personalized, friendly content that invites the reader to take some sort of action (CTA). Emails require a special knack to attract reader’s attention in only a few words.

Social media marketing
This niche form of content has become an increasingly important discipline for writers. Companies need to maintain a significant social media presence, and that’s where content writers create copy for various social media platforms that need to be catchy and entertaining in order to grow brand awareness.

Content comes in many shapes, and knowing how to mold your messaging depending on the writing project is essential. Descriptiveness, use of keywords, and conciseness may be difference-makers when closing a sale, or spreading a message. Keep your marketing team sharp by reading top-performing content, the latest trends, and of course, knowing the different kinds of content writing.