Content writing for the web and beyond

Content writing can take many shapes and forms, from producing brochures and advertorials to writing press releases. However it is on the World Wide Web that content writing really comes into its own, with the ability to not only communicate with potential customers, but to act as a marketing tool in its own right.

We’ve heard it said that content writing is king, but there’s so much more to it than just words on a page. So how can you ensure that your content writing does indeed rule the roost?

From captivating copywriting to effective SEO copy, Lily Pad, are experts at producing content writing worthy of a royal reception. Call our freelance copywriting agency on 0208 123 3484, email us or read on for great content writing tips.

Content Writing: Identifying your goals

The first step towards creating effective content writing is to identify your business goals. In other words, what do you want your writing to achieve? For example, are you trying to attract new customers or engage your existing clientele? Do you want to promote your whole business or just a particular product or service?

The best way to clarify your message is to make a list of the points you want to get across and use it as the base for your content writing. Then you can start thinking about tone. 

Content Writing Tone

Once you know what you want to say, your next decision relates to the way you want to say it. The tone of your content writing can range from formal and corporate-sounding to fun and funky, so have a good think about how you want to represent your business.

Your decision might be based on a number of factors, from the type of business you run to your target market. For example, professionals such as legal and accountancy firm usually opt for a more formal tone whereas social networking sites aiming for the youth market are more likely to choose a fun and humorous approach.

 If you’re stuck for ideas, have a look at our creative copy examples or call us on 0208 123 3484.  

Content Writing Tips and Tricks

We’re often asked about our content writing process and about the best way to set about producing content, whether for the web or in print. Everyone has different methods to help them write, but if you’re struggling to set pen to pad, here are some useful content writing tips:

  • Make a list of all the points you want to make and organise them in the order of their importance. This will help you clarify your message.
  • Split your content into smaller sections, perhaps with subheadings or into different pages. It’s easier to write smaller blurbs than a long, flowing narrative.
  • Don’t try to do it all in one day. Write what you can and go back to it later. This will allow you to see it from a fresh perspective.
  • The hardest bit of content writing is usually the opening line or paragraph. Try leaving this until the end by which time you’ll be far more comfortable with the subject matter and overall message.

Content Writing and SEO

For many businesses, content writing is a vital tool towards improving their website’s search engine ranking, a process known as search engine optimisation (SEO).

SEO is all about content writing that targets the search terms that potential customers are likely to input into search engines like Google so that your website rises up the results pages. SEO copy is an effective marketing device which can significantly raise your website traffic.

However, content writing needs to go beyond pure SEO; it has to be engaging.  After all, it’s one thing to direct people to your website, it’s quite another to persuade potential customers to invest in your product or service.

That’s why Lily Pad copywriters approach web content writing with the dual aim of making it both SEO friendly and a powerful marketing mechanism. 

Want help with your content writing? Contact Lily Pad on 0208 123 3484 or email us.

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