Content Writing

  • Content Production

What Is Content Writing?

Content writing is the process of planning, writing and editing web content, typically for digital marketing purposes. 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.

Why Is Proper Content Writing Important?

When most people hear “content writing”, they think “writing articles”.

However, writing content isn’t just important for blog posts.

In fact, content writing is important for all types of different content formats, including:

Or put another way:

Writing is the foundation for pretty much any content that you publish.

Best Practices

Create an outline.

Creating an outline is a GREAT first step in the content writing process.

Outlines help your content come out better for two main reasons:

First , outlines force you to put all your thoughts down in an organized way (rather than writing everything off the top of your head). Which really speeds up the writing process.

Second , outlines usually lead to a much better structure for your content. That’s because an outline lets you see your content from a “high level” that’s impossible to see as you’re writing.

Plus, because you have an outline, your final content will hit all of the major points that you set out to before you started writing.

So: how do you actually go about creating an effective outline?

Here are three main strategies that work well:

Backlinko – Guides collage

So when we start working on a new guide, we use a lot of the structure from our existing guides as a base.

For example, let’s say you’re about to write a guest post about the keto diet.

Well, you’d want to type “keto diet” into BuzzSumo to see what’s already done well.

BuzzSumo – "keto diet" search

Make It Easy to Consume and Share

Content that’s super easy to read and share is of the keys to great content .

You can have a post written by the world’s top copywriter. But if that post is hard for people to consume, no one will read it.

Here are a few tips to help make your content easier to consume, skim and share.

Keep it Snappy, Rich and Entertaining

Whether you’re writing about content creation or cars, your writing needs to grab (and keep) people’s attention .

Otherwise, they’ll click over to something else.

How you grab someone’s attention depends on the format you’re working with.

When I create videos, I use “Family Guy moments” throughout the video. These are little asides that add some humor to and spice to my video content.

what is an online content writer

And when I write videos, I focus a lot on formatting and layout.

Specifically, I try to keep my paragraphs short:

Backlinko video script

I also sprinkle in visuals and screenshots to mix things up.

Visuals and screenshots in video

And if you’re about to sit down and record some audio, you want your lines to be short and snappy. You also want to avoid parenthetical statements. Content in parenthesis is easy to follow when you’re reading it. But you can easily “lose the thread” if you’re listening to your audio as a podcast.

In short: your final content needs to be super engaging to work. And no matter what format you’re working with, that starts with the content writing process.

Quotable On Social Media

According to a study that we conducted, very few blog posts get shared or linked to .

And to increase the odds that your content ranks in search engines and gets shared on social media, add shareable quotes.

For text-based content, this can be a statement that you highlight in your post.

Post with highlighted statement

And if you’re making a YouTube video, you can pull out a short snippet from that video to share on LinkedIn.

LinkedIn post with video snippet

The important thing here is to have these quotes ready before you publish the post. Then, highlight them in your content.

Choose Interesting Angles

With 2.3 million blog posts going live every day , you can’t just publish something generic and expect a wave of visitors.

Instead, to get traffic to your content, it needs a compelling angle.

An angle is simply the hook that makes your content stand out from all the others on that topic.

Your angle can be a personal story. A bit of controversy. Or something that simply looks better than what’s out there.

The angle you go with depends on your target audience.

For example, when we published our guide to becoming an SEO expert , our 8-bit design helped it stand out.

Backlinko – SEO Expert Guide

Make It Actionable

For most niches, your content can’t just be entertaining.

And it’s not even enough for it to simply be informative.

For your content marketing to work, your content needs to be super useful .

Here’s how:

Our SEO audit post is a great example of this.

Backlinko – SEO site audit

Make it Trustworthy

For people to share and link to your content, they need to trust it first.

And while design factors in to how much people trust your content , your writing plays a big role too.

Here are a few tips to make your content more trustworthy.

For example, whenever we write a guide, we add lots of stats and references.

Post with stats and references

Here’s an example from our blog.

First hand experience example on Backlinko

Give it a Magnetic Headline and Introduction

Most visitors only spend 15 seconds reading an article before leaving.

With such a short window of time, your headline and introduction are incredibly important.

Here’s how to create headlines and intros that work:

Long headlines are correlated with increased social sharing

Note how these bullet points aren’t topics . They’re benefits that someone will get out of reading and implementing what’s in the guide.

The Definitive Guide to Writing Blog Posts : I recommend sending this to any content writer that you work with.

The Complete Guide to SEO Content : How to write quality content that’s specifically engineered to rank in Google.

Evergreen Content : How to plan and write content that continues to bring in traffic for years after you publish it.

The Definitive Guide to Copywriting : Learn how to write SUPER compelling copy for blog posts, sales letters, videos and more based on tips from the world’s top copywriters.

what is an online content writer

Every website is designed with a specific target audience in mind and requires well-written, informative and generally high-quality content to speak to that audience. Typically, the content that a content writer will produce will contain keywords aimed at enhancing a website’s Search Engine Optimisation (SEO) .

Keywords are specific, business-related words and phrases that internet searchers may enter when looking for certain services or products. By targeting these, content writers maximise the chances that people will find their content when they enter relevant terms into search engines.

Content marketing is a field that has grown rapidly in recent times, and as such content writers are in high demand. According to CMI , 78% of the increase in success for content marketers over the past year is attributed to higher quality content creation. And a whopping 47% of marketers are now outsourcing their content.

So, what skills does a content writer need?

Website content writers need to be versatile and well-rounded – a ‘Jack-of-all-trades’ in the writing world. This skill set can seem daunting for anyone looking to get into the field, but all it takes to become a master of these traits is plenty of practice. To succeed as a content writer, you must possess a minimum of the following skills:

It also helps to specialise in certain fields, with a strong knowledge of your specialism, and to have the creativity to generate ideas on the fly. So pure writing ability is a key factor of being a content writer, but it is far from the only skill needed to succeed. Creativity, knowledge and the ability to work quickly are all essential.

Breaking down the roles a content writer will take on

Aside from writing, content writers also perform a number of other roles. They include:

Person connecting strategy and research on board


No matter who the client is, or what sort of content is being created, every content writer will have to perform their own research. In most cases, the content writer will be working with subject matter that they aren’t familiar with, so extensive research is necessary to ensure the content created is accurate, up to date and in line with the company’s existing messaging. Good research makes for informative website content writing meaning clients, search engines and customers are satisfied.

Design focus

When a web content writer develops a piece for a client, they must ensure the content is formatted to display nicely on-screen. With clever placement of sub-headings, bullet points and other handy tricks, the content writer ensures that copy doesn’t simply look like an uninviting chunk of text. They should even know some basic HTML tricks to lay out the content, add links and highlight certain words or sections.

SEO analysis

A good content writer will have a good working knowledge of SEO best practice to be able to target keywords effectively. They will understand the value of a good headline, appropriate keyword density and correct keyword placement to maximise the chances of the content ranking highly on search engines.

Sometimes the guidance or existing copy provided to a content writer is somewhat lacking. The content writer will have to wade through poorly written content to edit and polish it. This can be arduous, but it is an important part of a content writer’s job.

Global content marketers New Media Services explain the need to have both a content writer AND a content developer in this article . Experienced content writers will have been through a job where their skills are spread too thin for a fee that doesn’t really reflect the workload involved – when a company has a content developer, the content writer’s work can be laser-focused to ensure they deliver their full potential.

How do you start out as a content writer?

The simplest way to get your foot in the door is to apply to a content writing service or to bid on contracts via a freelance job board. Content writing services work hard to establish lasting relationships with businesses and clients that consistently need content, and their writers provide that content.

Freelance job boards are more generic sites where writers make a profile and compete for jobs that are directly posted by clients. These clients may be individuals or organisations, and you will usually find that website content writing is just one of the services clients need – they may also need web designers, video editors, and all manner of other specialist services that can be done remotely.

Content writing services typically offer better job opportunities and make it easier to actually take jobs. Freelance job boards are often served by established, experienced professional writers, and you may find it difficult to compete with them when you are starting out.

A good content writer should be more than just another contractor or employee. They are a company’s ally in achieving success online and can generate real results that can then be used in their portfolio to demonstrate an ability to create quality, effective content that reaches and engages a large audience.

If you are looking for a web content writer to help improve your online presence, check out our services at Copify today. 

Main image credit:  Caio Resende

Internal image credits: campaign creators , alvaro reyes  , related articles.

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What Is Content Writing? Plus 12 Tips to Take Your Content to the Next Level

Caroline Forsey

Updated: March 01, 2021

Published: February 25, 2021

When you search for "content writers" on LinkedIn, you're bound to come across an incredibly diverse range of professionals.

what is an online content writer

For instance, you'll see some content writers create social media copy for small businesses, while others write press materials for insurance brands.

You'll also find that some content writers write long-form editorial content for glamorous magazines, while the more entrepreneurial-type write scripts for their own branded content, like podcast or video.

So, what's going on here ... Are some of them lying?

In fact, they're all telling the truth. Content writing can take various forms, but in essence, it comes down to creating content for digital formats — and (at least in our case) for marketing purposes.

Here, we'll explore what content writing is ( hint, hint … I'm currently doing it ), as well as tips to take your own content to the next level. Plus, we'll explore examples of incredible, high-quality content writing.

But, to start — What is content writing, anyway?

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What is content writing?

Content writing is the process of writing, editing, and publishing content in a digital format.

That content can include blog posts, video or podcast scripts, ebooks or whitepapers, press releases, product category descriptions, landing page or social media copy ... and more.

Simply put, content writers are the storytellers for their brand. They convey meaningful, helpful, and insightful messages to inspire and move an audience to take action — that action being a final sale.

Nowadays, content creation is a critical component of most businesses marketing strategies — in fact, as of 2020, 70% of marketers now actively invest in content marketing .

This means the role of content writer is more in-demand than ever before. However, the role varies depending on both industry and business needs.

For instance, some businesses might invest heavily in a social media strategy, while other companies prefer creating content in the format of blog posts or e-books.

Regardless of format, a content writer is critical for creating high-quality content that represents and strengthens a brand's voice, while attracting, engaging, and delighting the right audience.

When done right, content writing has the power to convert readers into prospects, and prospects into paying customers. So it's undeniably important for your business' bottom-line that you're able to consistently create helpful, engaging content.

But that's easier said than done. To help take your content to the next level, let's dive into some of my favorite content writing tips (these have personally helped me, as well).

12 Content Writing Tips

1. write unique and original content, and go above-and-beyond what you find online..

Whenever I start a new blog post, like this one, I start with plenty of online research — but that's not where it ends.

After Googling relevant topics, including "content writing tips", I begin creating an outline using some of the information I find online.

However, your piece will never rank if you just copy-and-paste the same information that already exists online — and, even if it does, when your readers catch on (and they will), they'll lose trust in your brand as an authority within the industry.

Once I finish my rough outline (which will include about 60% of the information I found through online research), I fill in the remaining 40% with unique, original insights. If I know about a topic personally (as is the case with "content writing", since I'm a content writer myself), I'll fill in the outline with original anecdotes, tips, or personal examples.

However, if I don't know much about the topic at-hand, that doesn't mean I simply use what's already online. Instead, I'll reach out to internal HubSpotters who are experts on the topic or use other original internal-company resources, or I'll conduct external outreach via my social networks to find a reputable source willing to provide tips, quotes, or original examples to beef up my piece.

Additionally, I'll look for content regarding the topic across a wide range of sources — including YouTube, LinkedIn, Reddit, Quora, as well as podcasts — to ensure when readers' come across my content, it's both comprehensive and unique.

If they can find the same information elsewhere on Google, why should they stay on your page? As a good content writer, it's your job to take your content to the next level, always.

2. Write a good hook to grab your reader's attention.

Sometimes, it's easy to write a good hook — particularly if the topic is intriguing or exciting to you, as the writer.

But what about more boring, mundane topics, like Rel=nofollow?

In certain cases, writing a good hook requires pulling back and looking at the bigger picture. For instance, while rel=nofollow isn't the most fascinating topic (in my opinion), what is interesting to me is SEO, and how SEO can directly impact a company's ability to reach new audiences — plus, how Google has needed to change regulations in recent years due to an increase in illegitimate sites.

Which means, when I started writing 3 Reasons Why SEO's Are Upset About Google's Rel=nofollow Announcement , I used that angle to inspire my hook, and painted a picture: Myself as a Wikipedia editor, writing about zebras, and getting paid $500 to link to a fake news website.

( Now you're interested, aren't you?)

My Creative Writing background helps in this case, and I'm willing to bet your own passion for writing will help you create exciting hooks, as well.

Oftentimes, the introduction and hook is your best opportunity to use your writing skills to truly inspire, move, surprise, and delight your readers from the get-go. Take advantage of that space by thinking: What would make me and my friends want to keep reading?

3. SEO-optimize your content for search engines.

Your writing can be absolutely stunning, but if it's not SEO-optimized, no one will ever read it.

As a content writer, it's critical you become familiar with SEO when it comes to writing .

Being an SEO-savvy writer can help you ensure your content ranks on whichever platforms you're publishing, including YouTube, Google, or even social sites like Instagram.

Plus, you can use SEO to ensure you're writing about the most popular topics related to your products or services, and covering the right sub-topics when you're writing about a given topic.

For instance, "content writing tips" is a keyword phrase I found when conducting keyword research on the topic of "content writing" as a whole — it's not necessarily a sub-topic I would've considered covering in this blog post had I not done the research to recognize HubSpot readers are seeking out that information.

Ultimately, learning key SEO tactics will help you become a writer whose more attuned with your readers' challenges, and ensure you create content that more accurately answers those challenges.

4. Consider how you can attract an audience across a wide variety of platforms.

While SEO is critical for ensuring your content ranks on search engines like Google, it's not the only opportunity for distribution.

To reach a wider audience, it's helpful to learn how to write content that performs well on various platforms such as Instagram, LinkedIn, or email.

Plus, you might be a content writer whose sole job is to write newsletter content or social media copy , depending on your business' needs.

To ensure your content reaches and inspires audiences regardless of the platform they prefer, it's vital you consistently consume content via email and social to pick up writing tips specific for those sources.

5. Incorporate multimedia components to break up the text.

Whenever possible, try to incorporate videos, images, graphs, or other multimedia content to break up the text and make it easier for your readers' to consume — particularly if it's long-form content, like pillar pages or whitepapers.

Consider, for instance, the blog post I wrote: " How to Develop a Content Strategy: A Start-to-Finish Guide ".

That blog post is long, with over 3,000 words. To break it up, I embedded videos and other multimedia elements (like blockquotes), to keep the reader engaged throughout.

This is also a good opportunity to increase traffic to your company's various marketing materials. For instance, if you have a new company podcast, try embedding episodes in relevant blog posts to drive listeners to the podcast while providing additional value for your readers — a win, win.

6. Segue into appropriate and relevant calls-to-action.

As a content writer, your job isn't just to create good content (that's what novelists are for). It's also to ultimately convert those readers, listeners, or viewers into prospects and customers.

As such, it's vital you learn how to appropriately include relevant CTAs throughout your content , particularly if those CTAs can help your readers learn more about the topic at-hand.

Consider, for instance, the relevant CTAs embedded in the body text of HubSpot's YouTube video, " How to Understand Facebook Video Insights (Guide) ":

CTAs included in the description of a HubSpot YouTube video.

When you're creating your own content, it's important you ensure you're consistently directing your audience to various business offerings to convert those viewers into prospects and, ultimately, consumers.

7. Edit, edit, edit.

Whenever I finish a first draft of a blog post, I take a few hours off and then return to it at the end of the day. With a fresh perspective, I'm able to edit for small grammatical errors or fix structural issues.

Good content writing is impossible without good content editing.

We're all human and will continue to make mistakes in our writing: That's okay, as long as you remember to go back and edit for those errors, later.

Additionally, small grammatical errors can ultimately make-or-break a readers' trust in your brand as a whole. If they notice you've forgotten periods or misspelled words, they might make the judgment that your content isn't as authoritative and clean as other content on the web, and look for future information elsewhere.

8. Jam-pack value into every sentence.

When I worked with an editor a few years ago, she consistently told me: "If your sentence isn't telling the reader anything new, delete it."

This was a tough pill to swallow. That meant some of my most beautiful, moving sentences needed to be deleted. But it's a fair point: In content creation, you need to move quickly onto your next point, or you'll lose your reader entirely.

Most of your readers are busy people with plenty of distractions, including other businesses' social posts, blog articles, or YouTube videos. Make it easy for them by making your point — and then moving on.

9. Play around with interesting angles.

Good content writers consistently test out new, surprising angles to keep readers engaged and coming back for more.

Consider, for instance, how often "consumer product" has been written about. I'm willing to bet if you've ever researched the topic, you've already seen a wide variety of angles as different content writers try to make an old topic feel new again.

But … have you ever seen consumer product compared to water , before?

Articles like " Be Like Water — A Guiding Principle for Consumer Product " do an excellent job at finding new angles to pull readers' in, even if those readers have seen plenty of consumer product-related content before.

The more unique and surprising your angles are, the more likely you are to capture new audiences.

10. Incorporate original quotes from thought leaders or colleagues to paint a well-rounded argument.

No matter how good my writing is, my readers still don't necessarily want to hear my advice on protecting your mental health while working from home .

Which is why I didn't try to tackle the topic myself — instead, I found a psychologist to provide well-researched, helpful tips to take my piece to the next level.

Even if you're an expert on a topic, consider how you might provide alternative opinions to create a more well-rounded argument. If you're writing a blog post like, "Video vs. Podcast: Which Is Better For Your Business?", see if you can get quotes from both podcasters and video producers (or your own internal colleagues who feel passionate about the subject).

Expert quotes or original insights will impress readers and show them that what they're finding on your website, they won't find elsewhere on the web. And that's powerful.

11. Tell the reader why what you're writing about matters to them and their daily lives.

Let's say you're creating an ebook: "A Comprehensive Guide to Excel".

Not exactly what excited you most when you majored in English, is it?

Imagine how your readers feel: Sure, they might download your ebook if they need the information to excel (ha, ha) in their jobs, but they won't necessarily be excited about it.

Consider, however, how critical Excel is for certain functions. Excel can help a company's financial department analyze year-over-year performance to determine how much budgeting a marketing team will receive in the upcoming year.

That budget contributes to critical growth, and the business' ability to reach and convert new customers. Without it, the marketing team won't be able to increase brand awareness as effectively as they'd like — and the business will suffer, as a result.

When you recognize that Excel can actually be tied to a person's job security, it suddenly becomes much more fascinating, doesn't it?

Content writing isn't just about creating pretty sentences. It's also about telling a reader why a topic should matter to them, and how your content can help them become better in certain areas of their lives — be it work, family, health, or travel. Now that's purposeful.

12. Ground your advice with examples.

As I've covered these content writing tips, I've tried to include a few relevant examples (i.e. my Rel=nofollow blog post).

Examples can help ground your advice and drive a message home — and they can also help demonstrate how readers can apply your advice to their lives.

Particularly when you're writing about loftier, less tangible topics, it's critical you show your readers what you mean, rather than just telling them.

But what better way to demonstrate the importance of examples than to … Show you some examples? (Great segue, huh?)

Let's dive into some examples of powerful content writing, next.

Examples of Content Writing

Along with the examples I've included above, let's take a look at some impressive examples of content writing.

1. Harris and Harris Wealth Management's Blog Post, " What Keeps Me Calm For Clients As Markets Gyrate ":

The hook in Harris and Harris Wealth Management Blog post on market downturns.

Why It Works

If you have the chance to read the whole article, do — the entire piece is informative and engaging. But what this introduction does particularly well is hook the reader with an opening that's surprising and intriguing. 

"You never see it until it happens ... We were due ... I just didn't expect it ..." are all phrases that work to create suspense and encourage the viewer to keep reading. Zaneilia Harris, the author of the post, uses emotion to engage with her readers and make "market downturns" as a topic both personal — and universal. A great example of using a powerful hook to attract, surprise, and delight readers. 

2. The Rachel Hollis Podcas‪t‬, " No Motivation? Here's How to Create Your Own! "

The description on a Rachel Hollis podcast episode.

The podcast script is exciting, relevant, and powerful. I found myself nodding along as I listened: something most content writers hope will happen in reaction to their content. 

In particular, take a look at the description for the podcast (if you don't have the time to listen to the whole episode): "This week ... Rachel is delivering her best secrets for creating a firestorm of motivation inside a season where even a spark feels hard to find." 

The language is compelling and unique — and who doesn't want a  firestorm  of motivation? This is an excellent example of content writing that encourages a reader to complete a task: In this case, downloading the episode. 

3. Trello's Business Plan Template post via LinkedIn.

A Trello advertisement on LinkedIn.

Simply put, sometimes, timing is everything. 

Trello's content writers published the right message at the  right  time —in this case, the very beginning of 2021. Entrepreneurs were likely attracted to the hook, "Are you thinking about turning your passion project into a real-life business in 2021?"

Additionally, the copy uses a wide-variety of examples to attract as many viewers as possible. For instance, the copy mentions the template can help you organize product descriptions, finances, or industry analyses.

Whenever possible, it's helpful to ensure your copy can attract audiences with different challenges or needs — which this post does well. 

4. Brian Dean's YouTube video, " How to Start (And Grow) a YouTube Channel in 2020 ":

Brian Dean's video on growing a YouTube channel.

When the video starts, one of the first sentences Brian says is this one: "These are the exact same steps I used to take my channel from zero subscribers to over 5,000,000 views."

That's powerful script writing, and goes a long way towards convincing viewers to keep watching. Why? Because it tells you the content that follows actually helped someone succeed, and creates a level of authenticity that could be missing if Brian simply said, "I've heard from others that these tips work." 

5. Ally Bank's "Save for what matters in 2021" newsletter email:

Ally Bank's newsletter at the beginning of 2021.

I was immediately drawn to the punny slogan at the top of this email when I opened it in my inbox, which reads: "On your mark. Get set. Goals." The rest of this newsletters packs a punch, too — each sentence is jam-packed with valuable information, and best of all, the content is directed right at me , the reader. 

And who doesn't want to make 2021 the "year you save for what matters"?

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Digital Content Writer

What is the role, salary information, job description, hire a digital content writer, what is a digital content writer.

Digital Writer, SEO Writer , SEO Content Writer , SEO Content Strategist, Web Content Writer, Web Writer

A digital content writer writes, develops, edits, and publishes content and copy for a variety of digital platforms, including websites, blogs, videos, email marketing campaigns, advertising campaigns, social media posts, infographics, whitepapers, and more.  Digital content writers create messaging, marketing materials, and various forms of digital online copy that can be used by an organization to sell or promote services, increase brand awareness, etc.

What does a Digital Content Writer do, typically?

Creative storyteller within brand standards.

Digital content writers are creative storytellers within brand standards. While they are not asked to manage a company brand, they follow company brand guidelines to ensure their messaging is consistent with company guidelines/value/mission. Digital content writers are skilled at developing and promoting a company brand, service, or product through the various digital content they produce.

Produce and publish

The best digital content writers are able to successfully contribute to a wide variety of digital content platforms – websites, blogs, videos, mobile, social media, and more. Digital content writers usually have experience using content management systems and managing/editing websites. They will often write, review, edit and publish content they write, as well as that of others, if applicable.

Understand digital marketing/SEO best practices

While digital content writers are not expected to be SEO experts, they should understand the difference between writing for various digital project channels (like a website, email, and social media). Digital content writers should also be able to generate content that is found in online searches and incorporates SEO best practices and guidelines.

A Digital Content Writer is not:

A content specialist.

As pointed out by the CMI, “there’s product content, sales content, customer-service content, event content, employee-generated content, marketing, and campaign content. Even advertising is content.” Digital content writers produce all of those types of content as needed by the company, and that of which they produce is then used as part of an organizations content marketing strategy. The two – digital content and content marketing – often intersect within an organization’s digital marketing strategy.

A Copywriter

A digital content writer produces copy for digital/online mediums. A copywriter, however, may write copy for a magazine, or brochure, or info sheet, for example, that may never go onto a digital platform. However, employers often seek digital content writers and copywriters with similar skill sets but may name them differently based on company philosophy.

Important metrics for a Digital Content Writer

Digital Content Writer Salary

US Based, employer-reported data for a Digital Content Writer:

Digital Content Writer Job Description

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Copy the text below and paste it into your own job description, or, into our FREE downloadable template in the section that looks like this: <INSERT JOB DESCRIPTION COPY FROM BLOG POST HERE>

As a Digital Content Writer at <Company XXX>, you’ll get to create content that shares our story and vision, promote our brand, and makes an impact across many different digital platforms. More specifically, you’ll get to:

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Table of Contents

What does a web content writer do, how to become a web content writer.

Web content writing helps organizations engage online users and increase traffic to their websites. A web content writer creates content for social media posts, website articles, blog posts, and other marketing materials. Web content writers use search engine optimization (SEO) techniques, including keyword analysis. Using certain keywords can help drive online users toward the content through search engine results. Common web content writer duties include writing content, submitting content through a content management system (CMS), researching, and communicating with online users. Web content writers may work on staff in the office or they may work remotely from home or another off-site location.

A web content writer produces online content for a blog or website. Many employers seek a web content writer with a writing background, at least three years of experience in producing online content, and extensive knowledge of the specific topic. For example, to be a web content writer for a personal finance blog, learn about all aspects of budgeting, investing, and taxes. Demonstrate your ability to consistently meet deadlines, use grammar appropriately, incorporate SEO keywords into your writing, and connect with online users. Write frequently to cultivate your skills and develop a portfolio of your writing samples to share with potential employers.

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Content Writer job description

A Content Writer is a professional who writes informative and engaging articles to help brands showcase their products. They write on a range of subjects and are responsible for creating the best possible written or visual content, from blog posts to press releases. 

Available in

Content writer responsibilities include:.

Content Writer job description

We are looking for a Content Writer to join our editorial team and enrich our websites with new blog posts, guides and marketing copy.

Content Writer responsibilities include conducting thorough research on industry-related topics, generating ideas for new content types and proofreading articles before publication. If you’re familiar with producing online content and have an eye for detail, we’d like to meet you. Feel free to share samples of your work or portfolio of your published articles, along with your application.

Ultimately, you’ll deliver quality writing pieces that appeal to our audiences, attract customers and boost brand awareness.


Requirements and skills

Frequently asked questions

What does a content writer do.

Content Writers are responsible for creating engaging written pieces of copy that can be used in digital and print media. They work with clients to produce articles on a variety of topics, which they then use as an opportunity to advertise their services or educate consumers about relevant information related to the brand's offerings.

What are the duties and responsibilities of a Content Writer?

A Content Writer is typically responsible for researching topics, creating style guides for a company’s content, and writing content that helps drive conversions based on the organization’s goals.

What makes a good Content Writer?

A good Content Writer must have excellent research skills since they will need to understand various topics, what customers are searching for, and the needs of their organization. They also need to have good writing skills since they will write different types of content to help their organization sell products and services.

Who does a Content Writer work with?

A Content Writer typically works with a marketing team, and they are supervised by a Marketing Manager who ensures content is produced on time and meets the organization’s needs.

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Category: Career Development , Digital Skills , Upskilling

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How to become a content writer – an introduction to content writing.

Find out everything you need to know about content writing, including how to get started in the industry.

We all consume (and create) content on a daily basis. Websites, blog posts, videos, emails, social media posts, and similar digital formats are all types of content. In many instances, a content writer will have a hand in creating such content. In this article, we provide an introduction to content writing. 

As well as exploring what the role of content writer entails, we also examine the different types of content they might produce, how they write them, and how you can get started as a content writer. 

What is content writing? 

Let’s start with the basics – what is content writing? In the realm of digital marketing, content writing is the process of producing content, often for marketing purposes. Although you might associate this definition with things like blog posts and website landing pages, it can also include any form of content that requires planning, writing and editing. 

Content writers will often write blog posts and web pages, craft social media posts and email marketing and even work on press releases and video or audio scripts. It’s a varied field that touches on many different areas of digital marketing. 

Copywriting vs content writing 

The differences between copywriting and content writing can vary depending on who you ask. Often, the two disciplines will overlap, and many writers act as both copywriters and content writers. So what’s the difference? 

Copywriters usually focus on persuading readers and selling a brand. It’s often short-form, appearing on ads, products, taglines, and similar types of marketing copy. Content generally tends to be longer-form, focusing on informing, educating or entertaining readers. 

Why does content writing matter? 

You can probably already think of some useful ways in which written content can be utilised. But why is this a niche that requires a special set of skills? While it’s true that anyone can write, it’s not enough to just put words on a page. Content writers and copywriters must craft something compelling, original, engaging, and ultimately well-written. 

The benefits of producing such high-quality content are numerous, and we’ve picked out some examples of why below: 

It gives you something to market 

Content forms the backbone of any digital marketing channel. Whether it’s short-form copy that appears on ads, product pages, or social media posts, or long-form content on blogs and whitepapers, engaging words can have many uses. 

For example, this blog post on content writing will appear in search engine results pages shortly after publishing. It may also feature on a carefully crafted social media post, or appear in some copy in one of our emails. We could even feature it as part of our PPC (pay-per-click advertising) activity. 

Hopefully, those who read it will find it engaging and informative, and might even want to learn more about mastering digital marketing strategy with our ExpertTrack. 

It helps with SEO 

One of the central pillars of any marketing strategy is search engine optimisation. Essentially, you want to make sure that people searching for keywords related to your business can find you online. 

As we explored in our guide to SEO, ensuring your content is optimised for search engines will ultimately make your website more popular and lead to more business success. When creating great online content , the principles of  SEO should always play a role, ensuring your writing is visible to those who will find it relevant. 

If you want to learn more about SEO , you can check out our ExpertTrack that follows the basics of the practice right through to how to make it profitable. 

It establishes your brand 

While you and your company might know that you’re experts in your field, your potential customers or clients might not have the same perception. By producing high-quality and informative content, you can establish your brand as leaders in your industry. 

By proving yourself as an expert in your field, you gain an authoritative voice, which helps to build trust and drive new business. Again, content writing plays a huge role in this strategy. You can find out how to build a brand that’s socially driven with our online course. 

It helps you reach new people 

Everyone enjoys good content. Whether it tells a story , captures your imagination, or guides you through the principles of a new skill, it can inspire and educate. It’s also the type of thing that people share and engage with. 

Content that is shared reaches new people, raising awareness of your business’ brand and expanding your audience. Similarly, well-written content that targets specific keywords will reach new people through search engine results. 

Types of content writing 

Throughout the article so far, we’ve mentioned a variety of different ways of communicating through writing. Let’s look at some of them in more detail to find out exactly what’s required from these types of writing: 

What does a content writer do?

As you can see, this is a role that can be varied in terms of workload. But if we were to look at a content writer job description, what would it entail? Of course, a lot would be company- or industry-specific. However, we’ve picked out some of the main elements that might appear in a content writer job description:  

Content marketing often forms part of a wider strategy. A good content writer will be involved with a project from the planning stages, understanding the brief, audience, and purpose of the content. 

They may get involved with planning the wider campaign, considering the scope and impact of a project, the exact content that’s needed, and what it’s expected to achieve. They will also plan out each piece of written content, potentially researching keywords, best practices, and more details on the subject. 

Content writers will spend the majority of their time in the writing process. Again, the volume of work will depend on the industry, business, and scope of each project. Some assignments may be a few hundred words, others a couple of thousand or more. 

As a writer, you may spend hours agonising over a few words of carefully crafted copy one day, while you write an essay-length piece the next. You’ll also likely need to draft several versions and go through an editing and approval process before your work is ready to publish. 

While editing your own work is important, there’s a good chance you’ll also proofread other writers’ work too. As well as taking into account elements such as spelling, punctuation and grammar, you’ll likely also work with a style guide and tone of voice document. 

A hallmark of good content is the quality and accuracy of your work. It’s always vital to have a second (and sometimes third) set of eyes on the content before you set it live into the world. Similarly, refreshing existing content can play an important role in SEO, meaning you’ll need to possibly check and update others’ work. 

Ultimately, you want to know how successful your work is. Content writers and copywriters should have at least a basic understanding of data analytics to assess the effectiveness of their writing. 

When it comes to reviewing what’s worked and what hasn’t, there are often a few metrics to consider. On social media, you might measure engagements, on a blog, organic traffic. Similarly, for products, you might consider conversion rates and on ads, click-through rates.

How to become a content writer 

If the life of a writer sounds appealing, you’re probably wondering how you can get started as a content writer. Thankfully, there are multiple routes into this type of writing. Many people start within a marketing team at an organisation. However, if you’re looking to strike out on your own, our guide on how to become a freelance writer will come in useful. 

Below, we’ve also highlighted some of the ways that you can start getting into content writing: 

Many people aspire to be writers. There is a certain romance to it, after all. However, many of these people don’t actually write, which can be a real problem. It takes a lot of hours to get proficient in anything, and writing is no exception. The majority of people can write to a reasonable level, but it takes time and effort to get good. 

You might start by writing your own blog. It can be about literally anything you choose, so long as you’re regularly writing and getting practice. You can also learn about some of the other aspects of digital marketing while you do so. 

There are other ways you can practice writing too. The One Minute Briefs twitter page is a fun way to improve your ad copy game. Even getting started writing fiction can help you get in the groove. 

Find your niche 

Many content writers and copywriters work across a broad range of topics, often collaborating across a marketing team. However, it’s not uncommon for writers to have a particular area of specialisation. 

Whether it’s creating compelling ad copy, shareable social media posts, or engaging and informative blog posts, having a focus can help you hone your skills in these areas. Again, you can work on many of these skills. 

Gain experience 

The classic dilemma is that you can’t get a job without experience, but can’t get experience without a job. There are several ways around this. The first is to build yourself a portfolio of work that you can share with potential employers. These examples of your work can be mock-ups of ads, blog posts you’ve written yourself, or ideas for social media campaigns. 

What’s more, you don’t have to even start out as a writer. Many marketing roles dovetail nicely into writing experience, giving you the chance to gain valuable experience with marketing before finding your feet as a writer. 

For example, you could start with our ExpertTrack on CRM fundamentals and practice to prepare for a CRM role and then work on your written communication and engagement skills. 

Work on your skills 

If you want to become a content writer, it’s useful to work on some of the key skills we’ve mentioned so far. As well as your writing abilities, you might also want to consider working on: 

Final thoughts 

Hopefully, our introduction to content writing has given you some ideas and inspiration for how to get started. This is a diverse role that gives you the chance to work in many different areas and industries, and it can be highly rewarding. 

The key to getting started is to focus on honing your writing skills and getting as much experience and exposure as possible. However, learning some of the other fundamentals of marketing can also be beneficial. 

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