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hi and welcome to Simply learns YouTube channel in today’s video we are going to be talking about content writing now we’re talk about why it is important how do you write good content what are the different types of content that you can write for and for the different types of media that you want to use and I’m going to share with you some really good content writing tools I am Mark campman I’m your digital navigator for this video but before we start if you like this video click the like button and if you want to join our subscribers click the Subscribe button and click on the uh notifications Button as well so you will get automatic notifications when we come up with new new videos so you’re ready let’s get started let me give you some interesting statistics about content and about content marketing of which content writing is an important part did you know that the content marketing industry is worth more than $400 billion which is going to grow to close to $900 billion in the next 5 years 46% of businesses plan to increase their spend in content creation content marketing cost 62% less than traditional outbound marketing methods and it generates three times more leads so quite impressive numbers yeah among buyers of B2B products and services more than 90% consider content to be worthwhile when they evaluate any business so we spend on average seven hours per day consuming digital content and a lot of this content is being consumed on blogs did you know that there are over 500 million blogs on the internet and on WordPress about 70 million blog posts are published each month so these are incredible numbers and we’re going to be talking about that yeah in this section in this module we’re going to be talking about a very important part of content marketing which is the actual creation of content particularly when it comes to writing right so let’s get started what are we going to be talking about in this video we are going to be talking about many things in the content marketing industry did you know that content writing is one of the fastest changing areas of content marketing now you may wonder what let me give you the answer to this that is mainly because of developments in artificial intelligence if you use AI or artificial intelligence tools you actually no longer have to write the content you let those tools write the content for you and the only thing you will have to do is to edit the end um the output of the AI tool later I’m going to share some AI tools with you that you can be using for Content writing but to understand these new tools it is important that you understand the basics of content writing so in this video we will look at what is content writing why proper content writing is important we’ll look at the different types of content that you can write for we’ll look at how to write proper content and that is a skill in itself and I’m going to close with write giving you some content writing tips and in the process of going through these uh topics I will be sharing with you some interesting content writing tools as well so let’s start at the beginning what is content writing many people when they think about content writing they think about writing an article however writing content isn’t just in for a Blog yeah it is for many many topics many other areas that you can write for you can write for many different areas you can write a script for your video you can write for your email newsletter you can write for the pages of your website you maybe have to write a keynote speech maybe for your social media posts you have to write titles for your podcast for your videos maybe you’re going to produce a white paper that you need to write for or an ebook landing pages are very important content that you have to write for it could be the descriptions for your videos remember we talked about YouTube SEO and we talked about how important the description of your video is and writing for SEO purposes we talked about that in other videos as well put it in another way writing is the foundation for pretty much any content that you publish so what then is content writing content writing as we say on the slide is the process of planning writing and editing web content typically for digital marketing purposes so it can include writing a blog post and articles a script for your videos it could be writing the show notes for your podcast and it can also be content for specific social media platforms the thing they have in common you have to write it before you can publish it and that is where the challenges in content writing you need to know how to write and many people they don’t think they know how to write well for those people who are afraid of writing content rest assured after after this video you will be a lot less anxious to get your pen or keyboard and put your creative ideas on paper or on the screen yes so that is what the basic essence of content writing is now remember content writing is not just for a blog post as I mentioned earlier content writing touches every aspect of your digital marketing without good written content your digital marketing strategy will fail because it’s the content that will connect your readers with you and that content that features everywhere in your digital marketing and I can’t emphasize this enough I mentioned that before it is on your blog post it’s on your video script it’s in your email newsletters it’s in your podcast title it’s in your landing pages in your YouTube video descriptions there are so many places where your content will feature and you can replicate the content across those different platforms so written once for one medium doesn’t mean you can’t use it on other medium so what is the goal then of content marketing the goal of good writing of content writing is to connect your readers with your business and in such a way that you communicate your message effectively and efficiently and the better you’re able to do this the more likely the reader will engage with you so it’s that engagement that turns into trust and into loyalty so let me give you an example you know the Michelin tires in the early 1900s the Michelin Brothers they started supplying nomatic tires to automobiles in France now automobiles were mainly used in Paris and of course the michion and brothers they wanted to sell their tires to more automobile users to more car users across the country cars weren’t that popular yet but they wanted to give it a push so people would take their cars to the countryside so michelan knew that to grow their business to had to get they had to get people to drive their cars outside Paris and that’s when the Michelin guide was born yeah a book that contained the rating systems for restaurants all over France and also included information about roads across France where to find gas stations about hotels and of course information about how to replace flat tires or how to repair them and other uh important facts about using a car so this early example of content marketing became a huge success and they were able to build a global brand based on the Michelin guide and the Michelin guide is still being used today so having talked about this what is content marketing why then is it so important let’s have a talk about that yeah the essence of content marketing as I said earlier is to guide the customer or your prospect through their buying Journey yeah and content writing is key to this remember your content that you sh give to people or share with people people when they don’t even know that they want to where they want to go on a vacation for instance is different than when they have already made up their mind of going on a beach vacation in uh in Barcelona yeah if I don’t know what vacation I want I want to find content about what are holiday uh Beach holidays what are city breaks what are Adventure holidays yeah if I know what I want to do where I want to go then I want to know informa content I want to see content about Barcelona about hotels in Barcelona about what you can do during Beach vacations yeah so it’s very important that your content drives your customer or your prospect through that buying Journey so you create content for awareness purposes great content that will go viral and reach as many people as possible by creating well informed well- written well entertained ained and useful content it will drive traffic to your website and you will appear higher in search engine rankings next your content has to convey information yeah where you capture those in a Content those people that have seen your content you want to make sure that they want to see more of your content yes so you need to give them information that will persuade them to take a certain action I want to download an ebook or I want to know more information about something I want to sign up for a newsletter or sign up for a webinar or simply buy your product or service in doing that you use your content to turn awareness into interest which will lead to more sales and will lead to referrals it’s a very simple and effective process in marketing terms we call this inbound marketing where you’re going to reach as many people as possible online who will then if they’re interested come back to you and engage with you as opposed to outbound marketing where you will go and get a list of telephone numbers and your salesperson will call everybody one at a time with a script now that script needs to be written as well in fact that is also content writing yeah but inbound marketing is a much more coste efficient way way of generating leads for thiss for businesses these days so to summarize instead of reaching out to individual prospects you publish really good content that drives traffic to your website which will lead to more leads and ultimately will lead to more sales so let’s talk about the types of content and the types of content formats now when people think about digital content they mostly think about content for your website which is the text they see on the web pages now that’s very important but there’s a lot more to that let me show you an infographic that puts content writing into a perspective yep so that is different types of content so here is we’ll share the link to this in the um in the description but here you see the different types of content that can be written for you have Tech teal writing you have press release right writing report writing and research writing SEO content writing marketing and communication writing instructional design writing CSR writing for social courses editorial and publication writing feature writing ghost writing is a form of content writing as well where you write for somebody else business writing copywriting that is an interesting form of writing yeah where you look at um really competitive um uh creativity that you need to create get to have very strong headlines for instance so a lot of different types of content that you can be writing for so let’s focus on the different types that we can use particularly for marketing yeah let me go back to the slides yeah so here is a summary of the different types when it comes to e- marketing we’re looking at articles yeah these are pieces that can be published in a newspaper in a magazine or in an online publication yep and that is a very common type of content that can be written for and that you will use for your marketing purposes they can be the traditional content like brocher or product descriptions yes so a brocher is like an advertising piece that include a template a booklet or a leflet and they have information about your products about your services of course as your differentiators and how people can reach out to you so that is an important part of content as well then a very important part of content is content for your website you had the pages on your website the content in your website needs to be written each page needs to be written yeah there need to be written what you see but also kind of needs to be written what you don’t see but what the search engine um spiders will see and that’s of course when we talk about search engine optimization very important you write content for emails like email newsletters yeah or it could be just email campaigns very important part you have your headers or your titles of your emails you have the description the summary of your emails press releases has been a a long sort of uh type very important part of content that we’ve been written for many many years yeah where in the early pre- internet days press releases were one of the most important documents to reach out to journalists now press releases are just another type of content that you can share with your uh your audience and then finally ebooks is a very important type of content ebooks were also we call those lead magnets yeah they are fantastic for adding to your website where people when they’re interested can download them so that’s where the magnet comes in people are interested they click on download to ebook but before they download they have to give them they have to enter their email address and or their telephone number so very important different types of content that you can be focusing on so here is the big question can everybody write good content yeah so a lot of people think oh no I’m not good in writing so I need to get a copywriter in now before I can answer the question if everybody is good in proper in content writing let’s discuss the difference between copywriting and content writing often they will overlap yeah and many writers they act as both a copywriter and a Content writer but then well there is a difference it’s a very subtle difference copywriters usually focus on persuading readers in selling a brand it’s often short form it appears on ads on products on taglines and similar types of marketing copy so it’s short it’s punchy it’s capturing the essence in a couple of statements that’s often what we call copywriting content writing is usually for longer form content focusing on informing educating or entertaining the readers it’s content as we said earlier that takes the reader through their buying Journey so while it’s true that anyone can write it’s not enough to just put the words on a page cont content writers and copywriters must craft something compelling something original something engaging and ultimately something well written and when you’re able to do that of course the quality when you’re able to do that producing high quality content the benefits are huge yeah it gives you something to use across all your marketing channels yeah so you can turn a blog post into an Instagram post into a Facebook post into a tweet into a blog post on LinkedIn yeah so lots of different things that you can do with a good piece of content good content really helps you with search engine optimization Google will reward you for having new fresh content on your website by giving you a higher search ranking good content helps you establish your Authority in your your in your Niche or in your industry thereby it helps you in establishing your brand and also good content will go viral it will go wide it will reach many people and that means it will reach potentially new customers so very important to think about these benefits that you will get from good proper content writing and as I said everybody can write content but your challenge is to make sure your cop your copy that you write is compelling original engaging and ultimately well written but as I mentioned earlier there are many tools now and particularly in the artificial intelligence field that can help you in to turn boring content into very exciting content so let me give you some tips on how to write exciting content or as I like to call it killer content the first thing you need to do is to Define your target audience yeah who are you writing for do you understand their needs do you understand their interest do you understand their pains yeah a an ebook for a marketing director will be different than an ebook for a finance director so you need to know who you’re writing for in digital marketing terms we talk about customer personas yeah you need to Define to create your customer personas and here is a tool that I like to share with you it is a tool from HubSpot make my personas in HubSpot it talks about what is a Persona what is a buyer Persona you can learn about it but here you also see build my Persona yeah so if you click on that it takes you through a simple process in a walkthrough mode where you can create your own customer personas you can also skip the walkthrough mode and then here you see a typical Persona the name job title age their level of Education what social networks are they using what is their preferred method of communication what are their responsibilities what are their goals and objectives what are their pain points their challenges you do this for your most important customers so if you’re selling to marketing directors this could be marketing Jill yeah or Finance directors it could be Finance Joe or Finance Mark or if you’re talking to women with children who buy shoes yeah then it could be um uh family Jane yeah so very important to create customer personas once you’ve created those customer personas you’re going to look at your next step it’s where you’re going to choose a topic when you choose a topic you find a topic that you’re going to write about that is relevant for your audience and it aligns with your business and your organization ation goals a really good tool that you can use here to write proper content is a tool called Google Trend Google Trends yeah it helps you explore what the world is searching for so let’s say I’m going to write an article about remote working yeah then here I see the trends I want the trends worldwide and here I can see give me the trends for for the past let’s say 2004 till present and here I can see the trends in the term remote working from 2004 to 2023 now these are the volumes of people searching for the term remote working and interesting that you can see here as well how it develops and here you see take for instance this Spike where did this Spike come from guess what this was the start of covid yeah so there was an searge in people that had to start working remotely and you see that it keep finding you see that in the results on Google Trends as well if this trend would go down yeah so take for instance a term like um video recorder yep and we’re going back to Global worldwide and we’re going to do from 2004 till present yeah so you see clearly very popular in the 200 10 but you don’t want to write about video recorders today because it is a dead topic okay so that is the power of Google search a very good tool to check the topics that you want to write for are they gaining are they popular are they gaining in popular or are they going down in popularity once you’ve decided on your topic you’re going to do the next thing and you’re going to research the topic yeah so you’re going to gather information about your topic from reliable sources yeah you’re going to check if there is other people writing about the topic can you learn from that can you get some ideas from that so you can form your own own opinion before you start writing the content a really good tool that you can use for this is a tool called bus Sumo in bus Sumo you can just analyze content that has been published on the internet yeah so let’s look at working or remote working yeah when I’m going to search for that then bus Sumo is going to give me an analysis of the most popular articles on the internet at this moment about the topic remote working yeah you see how much engagement the topic gets how many shares on Facebook how much engagement on Reddit number of links and here you see the total engagement of that article yes so very good to research articles if because if this is a very popular article that and you may want to read the article and get ideas from that article okay so that is how you analyze content the next thing you’re going to do once you’ve analyzed the content you are or and conducted a research you’re going to create an outline yeah so you’re going to come up with ideas you’re going to look at the structure of your content you’re going to look at the topics of your content you’re going to get some ideas about titles for your content once you have that outline like say five or six bullets it helps you to stay focused and make sure that your content flows logically now and this is where artificial intelligence comes in yeah this is where you can use tools to help you in creating that outline a really good and easy tool to use here is a tool called simplified doc yeah in simplified.svg a new document let me show you I’m not going to demo the whole product but here you can see the flow that you will go through so the first thing you want blog titles and ideas yeah and there are templates that I can pick for this yeah the topic is going to be let’s say uh remote working yep and now I’m going to just click generate and the tool is now going to generate block titles for me yes so seven ways to make remote working a success for you and your company the top 10 benefits of working remotely eight steps for a successful remote working setup the benefits of working remotely Etc so let’s take for instance um sort of the top 10 benefits of working remotely what I’m going to do I’m going to add this to my article there we have it number one yeah and if you look at the topics here here it can also create your blog introduction the section completer a conclusion paragraph it can even put it into the um the customer buying Journey framework so it is unbelievable what these type of AIS AI tools can do for you another very powerful a very simple product that I often use is a tool called quillbot if I go to quillbot it’s a paraphrasing tool yeah and this is free you can use standard and fluency for free you just type in or paste the piece of text that you want to rewrite and then you click paraphrase yeah you can increase the number of synonyms you can make it fluent formal simple creative expand and shorten the text a very simple but powerful tool to paraphrase content so watch this space yeah the um artificial intelligence is taking the digital marketing World by storm okay once you’ve got your outline written you’re then going to write a very compelling headline writing the compelling headline is probably one of the most important parts of your copyrighting that people will remember yeah so and that that headline must summarize what the content is all about but also it should grab people’s attention now there are many tools that you can use to check your title yeah and just search for tool to check title yeah and then you will come up with a whole selection of tools that you can use for this also think about the paragraphs and the bullet points it’s very important to break your content into short paragraphs and to use bullet points to make it easier for people to read and to scan your article there’s another reason why short paragraphs and bullet points are so important Google likes them and particularly when it comes to um to mobile search where Google needs to place short content as answers to queries that people have they prefer to have bulleted content to actually use for answering queries that people have so finally there are a few more tips we have subheadings subheadings are very important and formatting is important yeah headings are the first level of your writing Masterpiece yeah so headings is sort of the title of your document they introduced a topic they introduced a paragraph So The Heading let the reader know where they are in the document or the blog post they can also include keywords yeah that relate to the topic and again that’s good for your search optimization The Heading is an essential part of the content that you’re writing because it tells the reader what to expect from that piece of text subheadings are the second level of a document they introduce a topic or a paragraph their function is to break up longer sections into small more manageable pieces sing give it as a bullet point under your heading so headings and subheadings are the sign posts of your content they indicate the summary of a section written under a heading or subheading so it helps people to quickly understand the section that is following and then of course the formatting is important to let pieces of content come out as well like bold italics underlining using different colors that can make your content more visually appealing right so now that we looked at how you can write proper content yeah the mo the final piece is of course to edit and proof read and proof read and edit yes so constant editing is very important you may want to have multiple people contributing to your document yeah so very useful to ask your colleagues to have a look at the document and maybe add their comments add their ideas to the um the content as well and then when your final piece is ready make sure that before you publish it you proofread it for spelling and grammar errors yeah and that’s where word processors these days of course they all have spelling checkers so that’s the minimum you should do is to have a spelling checker go through your document now typos are very easy to miss when you check it on your screen so my advice is to print your document yep and then read it on paper that will give you a different view of your document and you will see that you often take out typos if it is a shorter document a very powerful way to proof read is to read it backwards yeah because when you’re reading it backwards you’re not thinking ahead of what the sentence actually will be but you’re just analyzing each word by itself good so that is all about writing proper content let me close today’s session with some particular content writing tips first of all not know your purpose we talked about that make sure that you know what you’re writing you know who you’re writing it for do you want your content to inform do you want it to convince do you want it to entertain yeah so what is your content going to be about and who is it going to be for so know your purpose I always use a very simple acronym kiss keep it simple sometimes I keep I use kiss with two s’s keep it simple and stupid use Clear concise language and avoid jargon or technical terms that may be confusing to your audience ask your mom to read it because if she doesn’t understand it then maybe some of your customers may not understand it very simple to very important to keep it simple and since you’re so involved in your product and services for you the technical terms are day-to-day language for your readers they are probably not day-to-day language use active voice yes so writing active voice makes your content more engaging yeah so it is you’re not talking about that day the people of our company decided but you say that day we decided yes so use terms like we like us in your document so use the active voice that makes it much easier to engage with use images and media of course text is the core element of your content writing but you can spice up your document with images and media or videos and other forms of media make it visually appealing people read but people will remember what they see and people will remember what they hear so yes your content writing is important but is up with good video good images and other forms of media yeah now when you use images or photos make sure that you’re using royaltyfree video or photos or that you pay royalties on the photos that you want to use there’s no better F images to use than your own images yeah so use your own photos do a photo shoot for your products and create your own library of photos if you want to use royaltyfree photos one of my favorite tools for that is a tool called gratisography in gratisography there’s truly unique usually Whimsy photos photos so they are slightly different than the photos you would get from the traditional uh photo libraries yep so be aware make sure that you use quoto photos of the best content in your um in your content that you’re that you’re creating use formatting to your advantage we talked about formatting use headings bullet points Bolding color can make it a lot easier to read so use that to your advantage and then use the storytelling technique now storytelling is a term that has come into marketing a number of years ago particularly when everybody started talking about content marketing people are naturally drawn to stories yeah and there are lots of techniques that you can use to create stories to make your content more engaging and more memorable so storytelling is a concept that is now adopted by most brands yeah that are online because again people will remember good stories so let me give you my five C’s of Storytelling the first C is the Sea of circumstance so when you create your content write the C circumstance write the environment write the situation that you’re trying to describe to portray the next C is the SE for curiosity people are curious so address this curiosity feeling put questions make people curious about the answers that you’re going to give them yes so curiosity is a very important part of your storytelling the next SEA is the Sea of characters people identify with characters if you create a character in your story use a character whether it’s a hero whether it’s a villain yeah then people will identify with those characters and they often remember those characters those characters have conversations and that is the fifth the fourth C of Storytelling people have conversation so let your characters tell stories have conversations with other people and then the final sea is the Sea of conflict and to me that is one of the most powerful aspects of Storytelling it is conflict every good story has a conflict good movies have a hero and have a villain good movies have adversity and have good luck or have a um a world without the adversity yeah so it’s conflict it is um two sides of the of the coin yeah it’s positive it’s negative it’s here it’s there so create that conflict in your story one of the companies that uses con um storytelling at its best is a company called Arab BNB you may have booked through Airbnb but Airbnb is fantastic in storytelling so here is a section of their website it’s called Airbnb experiences Unforgettable activities hosted by locals so this is where local people who are having their Airbnb on who are having their house or their Chalet or their um condo on Airbnb where they share their stories of things to do in the environment that they um where they will rent the house so very powerful in content marketing and in storytelling so have a look at this it is really good okay so that is the telling your story as a very important part of your content marketing so the next thing you want to focus in on is making sure that your content has very strong goals to action when people read your content make sure that they have somewhere where they can click to go to the next step yeah could be registering for a newsletter signing up for a a webinar or getting more information or downloading an ebook goals to action are vital in digital marketing because in the end you want your reader to become a customer and then it goes without saying make sure that you have a consistent tone and style throughout your content so we call this a house style so many Brands before they start creating content they have a document which summarizes their house style their tone of voice their visual identity the colors that they’re using the fonts they’re using how you can use the logo Etc it’s all about creating a cohesive and professional image and then there’s two more tips that I want to share with you before we wrap up up make sure that you keep your content up to date yeah there’s various reasons why you want to do that to make sure that your customers when they read your content read the latest and the greatest second it helps you to put new life in your document if new things have happened in your industry add it to your document and republish it again so it meanss it means that your document remains relevant is accurate and Google like that as well and then finally as part of your storytelling use examples and use anecdotes use real life examples to help illustrating your points to make your content more relatable and more engaging and that is where storytelling comes in that’s where your conversations come in that’s where your characters come in and often customers are very good characters to talk about your product and can give you examples in the content that you are writing and that is a wrap yeah that’s all I have to share with you about content writing if you want to know more about this then check other simply learn courses on content marketing on social media on digital marketing and of course if you like the video don’t forget to click the like button and if you want to subscribe to our Channel click the Subscribe button below and that will give you access to a whole wealth of courses on our YouTube channel so thank you very much and I will see you at our next video take care hi there if you like this video subscribe to the simply learn YouTube channel and click here to watch similar videos to nerd up and get certified click here
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