Content writing is key to any content marketing strategy. So how do you go about it? Content writing is unlike academic writing, where the goal is to reveal or synthesize new knowledge or information that proves your intellectual prowess.
It also is not copywriting where you simply focus on making the sale right now. Instead, it’s a system or process that is related to the sales funnels or the customer journey.
It is not a single article. It is not even your whole blog. Instead, it begins with your business goals and is the strategic framework that you build around those business goals with your website.
In this article, I discuss several tips and strategies that you can employ to make sure that the content you write contributes toward your business goals — sales.
1. Establish your business and content goals
Content writing does not begin with writing a blog article. Instead, it begins with establishing your long-term goals and short-term objectives. You begin by asking yourself what goals you have for your business.
Are you interested in increasing your market share?
Do you want to increase brand awareness?
Do you want to increase leads and sales
Are you interested in increasing newsletter subscriptions?
Knowing the answer to these questions can help you formulate the proper content writing and content marketing strategy. Your short-term objectives include the measurable steps you plan to take to arrive at these goals.
This includes things like the number of site visitors you plan to attract, the number of posts you plan to publish in six months to a year, etc.
2. Create a content plan
The next step involves creating a content plan. Your content plan should be comprehensive and strategic. Of course, it should also be directly informed by your business goals.
There are three main things to consider when creating your content plan:
Create a content funnel
Aim for topical authority
Connect your content to your business agenda
A business blog should not expect that every blog would result immediately in a sale. Instead, your focus should be on catering to customers at every stage of the consumer journey.
This can be understood in terms of the content funnel. There are three levels to the content funnel: 1. Top of the funnel or TOFU; 2. Middle of the funnel or MOFU; and Bottom of the funnel or BOFU.
TOFU content appeals to customers or readers who want to learn information about the problem they are trying to solve. MOFU refers to readers who are more knowledgeable but not sure about the product or services to purchase.
BOFU content refers to those buyers who are ready to buy and in the process of comparing rival products and services. A successful business blog will ensure that customers are catered to at every stage.
The point is to nurture customers from the beginning stages until they are ready to purchase. This is how you connect your content to your business agenda.
3. Create outlines and briefs for each article
It is often said that business content differs from academic writing. However, they are similar in one regard. You need to start with an outline before you write.
This saves time and energy. If you start writing before knowing where you will end, you may end up spending way too much time finding your way.
So, listen to what your professor told you back in your university English class: Begin with an outline. Your outline should be based on a mixture of brainstorming and following the right models.
By the right models, I mean content that already ranks on Google’s first page. But that’s not enough. Your outlines should also try to accommodate new ideas from non-Internet sources such as books and subject matter expertise. This means your content can stand out from the competition.
4. Watch your tone
Tone of voice or ToV is essential for the credibility of your content. Content writing is typically faced with two major issues when it comes to credibility in terms of tone:
The tendency to sound like academic writing
The tendency to rely too heavily on AI
The average buyer does not want to read a college essay. You should not have content written by writers who write in massive paragraphs that take up a whole page, or writers who are afraid to begin sentences with “and.” It must also be said that the average person or reader will not likely buy from a person who sounds like a robot.
AI-generated content is quick and efficient. But it has not become advanced enough to not sound like, well, a robot. So if you do use AI-generated content, you must ensure that it is edited or even rewritten as necessary by a professional human editor.
More on academic writing. In most cases, the supply of writers available to you as a business owner or content strategist will lack a formal education in business content writing.
Instead, their formal training would be in academic writing. They’ll know how to write an academic essay, using the classic five-paragraph essay format. The five-paragraph essay is a perfectly logical writing format in terms of logic.
However, in terms of form and word usage, it would hardly work for a business blog. A business blog works with short paragraphs made up of one to three sentences. The academic essay has big fat paragraphs that can take up a whole page.
So unless you have veteran content writers with experience in content writing, the writers you hire should be trained in the art of business blogging or content writing.
5. Focus on proper SEO and keyword research
SEO should be a key part of the content strategy for your business blog. This means understanding what customers are looking for when they type into that Google search bar.
You should always begin with what the customer is looking for and work backward from there. However, you should not rely too heavily on keyword strategy. There is such a thing as over-optimizing for SEO.
What does that look like? This means awkward phrasing of headings and blog titles based on phrases that you see in your keyword tools. It also means relying too heavily on low-difficulty keywords that are only marginally related to the services you provide.
Your content should focus on topical authority. This means making yourself an authority on the subject in terms of both depth and breadth. In the process of following this strategy, you will end up writing articles around a range of keywords of various difficulty and volume.
At a certain point, you should not even care about things like keyword difficulty. A comprehensive content marketing strategy focuses on holistic coverage of a topic that satisfies the needs of all potential customers at every stage of the customer journey.
How EminentEdit can help with your content writing
EminentEdit offers content writing to help turn your blog into an engine that drives leads and sales. Our content writing services include:
Writing SEO-driven blog articles
Copywriting for landing and service pages
Articles into newsletters
Your blog should be part of a comprehensive and holistic strategy to attract, nurture, and convert visitors into buyers and returning customers. Our writers and editors here at EminentEdit focus on creating content that educates and gains the trust of your site visitors.
EminentEdit provides content repurposing services that are:
More importantly, we are adaptable to your specific needs. | Get in touch with us for help in crafting awesome content. We know what you want to say. We help you say it better. |
At EminentEdit, our content writers and editors understand the importance of content marketing to your business goals. We ensure that your content works to drive your business goals. Contact us today to create awesome content that works — Let’s Go!
Cite this EminentEdit article |
Antoine, M. (2025, January 25). Content Writing | Strategies & Tips. EminentEdit. https://www.eminentediting.com/post/content-writing-strategies-tips |
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