Content writing that

Attracts

Nurtures

Converts

Sells

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Dear Content Redacción de Contenidos

What is content writing?

Content writing consists of planning, researching, writing, and editing texts for the web and is one of the most powerful digital marketing tools. Blog posts are a classic example of content writing, but it goes much further than that.

Content writing examples

  • Blog articles and guest posts
  • Ebooks, guides, studies, and whitepapers
  • Landing pages and web copywriting
  • Social media content
  • Email marketing content
  • Opinion pieces for the media
  • Articles for LinkedIn, Medium, and other platforms
  • Contents for commercial use (case studies, one-pagers, presentations, etc.)

Audiovisual content writing examples

  • Content for presentations
  • Infographics
  • Video scripts
  • Podcast scripts
  • Content for webinars and online courses
  • Content for checklists, templates, and other resources

What is SEO content writing?

In a world where all the answers we search for are just a mouse click away, the main type of digital writing is SEO content writing: content designed to generate online visibility and attract quality organic traffic.

Top SEO writers are those who have mastered the art of creating content that’s worthy of the top positions in search rankings. They are usually journalists and marketing experts armed with very specific skills:

  • They analyse data (traffic, keywords, etc.)
  • They optimise texts and SEO tags (title, description, H1, etc.)
  • They identify unique content angles
  • They differentiate themselves from the competition
  • They educate their audience
  • And of course, they write like angels!

Since Google has learned to prioritise unique and relevant (well, quality) content, working with writers who have these qualities has become more important than ever.

It’s a must.

Why is content writing important?

Good content writing helps you reach your potential customers and converts them into real customers. 

In short, it generates sales. 

This is the ultimate end goal, but the road to achieving it is a long one. As your audience makes their way down the buyer’s journey, they must be accompanied and guided every single step of the way. 

How? You guessed it — with content.

  • Discovery stage: increases your online visibility, presents your offer in an attractive way, and educates your audience
  • Consideration stage: differentiates yourself from your competitors, improves your brand image, and presents yourself as an expert
  • Decision stage: generates credibility and trust and strengthens your positioning

Types of content writing services

Content writing is like a delectable salad. You have a base ingredient (lettuce, pasta, or in this case, blog articles) that’s absolutely essential.

From there on, there are thousands of ways to spice it up (from landing pages and interactive guides to email sequences and podcasts). Imagination and creativity are the best allies to have in the kitchen and in content writing.

redacción de contenidos de blog

Blog posts

redacción de ebooks, guías, y otros contenidos lead gen

Ebooks, guides, and other lead gen content

redacción de landing pages y copywriting

Landing page copy

redacción de notas de prensa

Press releases

redacción para redes sociales

Social media copy

redacción de emails

Email marketing copy

Content writing tips

Do you know how to recognise good content? Here are some elements to look at.

Keyword density

Keyword density refers to the number of times the content’s main keyphrases (keywords it wants to rank for) appear in the entire article.

While there’s no magic optimal number, best practices say to aim for a keyword density of between 1% and 3%. Good content has a good balance of keyword density and incorporates keywords naturally.

Structure and flow

Good content follows a structure that helps readers understand the flow of the piece. It uses clear headings and subheadings to convey hierarchy and is constructed such that each subheading is a standalone point.

The flow of ideas and concepts from one to the next should transition smoothly and tie in with the content’s main thesis because this allows readers to better understand the arguments being made.

Angle

The content’s angle determines the focus of the entire piece. It is particularly important for content with very competitive keywords and stiff competition from other more established content with higher domain authorities.

A unique angle adds freshness. This provides readers with new insights and perspectives that they would otherwise not get. Having a strong introduction also hooks them in right from the beginning and encourages them to read on.

Variation of formats

Nobody enjoys reading walls upon walls of text. Having a variety of formats breaks the monotony and makes reading easier. It also aids comprehension, as some concepts are better explained with images or videos, which are worth more than a thousand words.

From a content strategy perspective, varying your formats increases your content’s reach as you can distribute it on different platforms.

Grammar and spelling

As the foundation of quality writing, grammar and spelling are key elements of good content. Studies have shown that buyers are more unwilling to purchase from brands whose content is laden with bad grammar or spelling mistakes.

They remove all credibility and are representative of shoddy work and a lack of commitment and professionalism. Readers may extend such an impression to the service provided.

Coherence

Good content untangles complexities instead of leaving the reader with more questions than answers. 

That’s where coherence plays an important role. That means being consistent and clear with everything from spelling (e.g. US English vs UK English) and terminology to logic (e.g. chronology). This is especially crucial when writing about technical subjects intended for the layman, where the use of unfamiliar terminology can easily confuse readers.

Style and tone

Good content adapts to different styles and tones. Factors like sales funnel stages, audience demographic, industry type, and content type affect the tone and style of the content. 

Copies for landing pages, for instance, should be filled with persuasive power words while an ebook must be educational, practical, and informative.

Research process and sources

Quality content undergoes an extensive research process and this is evident in the depth of the piece. This is especially crucial for data-backed content. Data used must be backed up with not just reliable but also up-to-date sources.

The use of reliable sources, crediting them, and describing methodology are indicators of good and well-grounded content because they convey trust and confidence.

Not only did their guides perform spectacularly among our clients, but they also rose to the top three positions on Google in under six months. With one of the guides, in particular, we’re capturing 10% more leads every month.

Vicente Solsona, Founder & CPO at Declarando

Top articles on content writing

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