It is crucial to be aware of how dynamic modern-day marketing works if you want to create a top-notch marketing campaign. The most vital component of every campaign is the quality of your content writing strategy.


Content writing trends change overnight, and you need to plan a solid content strategy that is flexible and future-looking to ensure that your business and work stand out in the crowd.


The first step to make an effective strategy is understanding the basic tenets of content writing and learning about the different types of content. 


Why you may ask?


You may have brand stories to share, an impeccable reputation to build and maintain, sales targets to meet, and rebranding efforts to complete. But, you and your organization have a limited amount of resources and time available to carry out your content strategy for all the objectives you may have outlined. 


You may have mastered all budgetary qualms, but planning a formidable content writing strategy for your brand is a different ball game altogether. 


This is where we step in.


Allow us to guide you about the different types of content that exist today and how you can excel in content writing. And hopefully, by the end of this blog, you would have gained enough knowledge and insights to pick a content type that is most suitable for your business. 


What is Content Writing?

Content writing can be broadly defined as professional writing created and curated for an internet audience to meet certain marketing objectives. When content is written specifically for the purposes of marketing, it is called “copywriting.”


You’re reading written “content” whenever you read something online- whether it is an article, a blog post, a social media post, or even a review of some sort. While the world wide web cannot exist without code, it most certainly cannot live without content- which seems far more intrinsic to the integrity of the Internet.


Types of Content

Written content in the digital world encompasses several different formats, each of which is suited for the different purposes of a brand. 


For your convenience, we have enlisted some of the most well-known content types in this section, which are as follows: 


– Articles 

Articles may highlight an issue in a certain sector, examine current events, and explain how certain concepts or events connect to your business. Articles that are personalised and entertaining for your target audience will generate traffic for your company’s website.


– Product Descriptions

These pertain to a brief description of a company’s product in a creative and stylized manner. Product descriptions generally tend to accentuate particular features of a product so as not only to target a buyer’s pain points, but also to attract the attention of casual window-shoppers.


– Website Content

This refers to the textual and visual content that can be seen on any standard website today. Here, not only the text part of the web content is supposed to be creatively expressed, but it also must be formatted and placed so as to complement the visual media used. 


– White Papers

White Papers are highly-detailed, informational documents that are used by companies as a sophisticated marketing tool to promote their existing or to-be launched products and services. A form of content writing that is used primarily to reach out to a B2B audience, these documents are research-oriented and full of technical details and factual evidence.


– Case Studies

Case studies are an effective way to promote your by sharing real-life examples of how your team has successfully worked to fulfill client requirements or resolve a specific pain-point for clients. 


Real-life examples are naturally convincing to convert leads into customers as it gives your readers a practical insight into the actual capabilities of your business and its resourcefulness.


– Email Newsletters

Created with an intention to engage the audience with the latest updates and news about a particular business offering, email newsletters are arguably one of the best marketing tools available out there. These are designed so as to gently nudge the audience towards exploring the business’s online presence, and by extension, their products and services.


– Ebooks

An ebook is an educational resource provided by a business. Mostly available in a downloadable PDF format that a user needs to sign up to the business’s official website to access, ebooks are instrumental in establishing a business’s authority as the subject matter expert in the relevant niche. 


– Press Release

A Press Release is an official document that an organization releases to the wider public by the means of print or broadcast media (or the Internet, as of these days.) A well documented and well publicized press release can help a business garner widespread media attention, which would in turn help their marketing efforts. 


Content Writing Basics

While there may not be a magic formula to creating top-quality content every time you sit down to write it, adhering to the advice in the pointers below can get you close. Here are the three key basics to create valuable and engaging content


  1. Research
  2. Planning
  3. Writing



“Content is king” only as long as a writer dedicates the time and effort to understand how to craft impactful content that assists an organization in its ventures.


You can be assured that content would end up becoming the jester if a lack of proper research keeps it from becoming king. 


Research-intensive content is deemed reliable by other niche-specific businesses, which is why 35% of bloggers spent more time in 2019 in conducting and publishing original research, compared to merely 25% in 2018. Needless to say, research and analysis should be the primary- if not the foremost- step of any content creation process. 


Research should not be limited to preparation or writing periods. If you research regularly, your content’s quality will skyrocket as newer ideas evolve and come to you.


How to Research?

Now that you are convinced of how important research is in developing authority-establishing content, the next big hurdle comes in going about it. This section will deal precisely with how you must conduct impeccable research for your content.


– Design a Roadmap

Staring at a blank screen and waiting for the blog to somehow magically appear is not the most efficient approach to generating quality content consistently.


Building out the framework of your blog will offer you a starting point of producing the content you desire, with actual words finally emerging on the screen (created by your cognitive ingenuity, of course!). This will undeniably be a far more reassuring outcome.


You can begin creating an outline with the headings and subheadings, followed by the list of keywords that need to be incorporated. Next, include the main bullet points under the headings and format everything cohesively. 


– Consult Reliable Sources

To ensure that you don’t waste your precious time and resources in beating around the bush online, prefer getting your information and insights from reliable sites, especially those with the domain names of “.gov” or “.edu”


You can also get started by doing the following:


  1. Use advanced search: Use advanced filters and search tools. Focus on sources that are relevant, credible, and updated.
  2. Weed out grammatical mistakes and slip ups: As a professional content creator, your words do the talking. Each time you publish, your credibility is on the line. Glaring grammatical mistakes derail the reader’s attention from the message and they can start questioning your seriousness. #NoPressure 🙂
  3. Try to look for relevant news articles/current events: Needless to say, ensure that you include the most updated content in your write-ups. The pace of information flow has exponentially increased and it is important that you are always on your toes while publishing content. It is a good idea to always do a quick research of the core headers just before going live, to modify content if needed.


What to research?

After the “how,” of a research process; let’s now address the “what”; as in, what should you keep in mind while researching for your content piece. 


Here’s a list to help you get started:


1. Business Goals

Content is one of the many ways for businesses to meet their goals. This involves positioning the company and its people are thought leaders. High-quality writing, unique thoughts, and perspectives help engage readers and draw them towards your brand. 


When a business constantly creates content that addresses its followers’ most significant pain points, it quickly establishes itself as the domain authority. Needless to say, it also helps cement brand loyalty among the business’s current and potential crop of admirers.  


2. Buyer persona 

A buyer persona is a fictitious but near-accurate portrayal of a business’s ideal consumer. Most organizations build a number of buyer personas to reflect the various segments of their consumer base.


The buyer persona’s purpose is to provide a perspective into how a business’s key consumer acts, thinks, interacts, and behaves digitally. A buyer persona may also help you to better understand your customers’ typical wants and how your products or services might help them.


As easy as it may sound, creating the ideal buyer persona for your business isn’t a game of intuition alone. A lot goes into constructing unique buyer personas from scratch; including (but not limited to) planning, market research, and analysis, etc. 


Here’s how you can go about it:


  1. Your pre-existing customer database may already contain a plethora of perspectives about your typical customers. Look for details such as gender, age, and geographical location. You may also monitor your customers’ purchasing history to find out how and when they are most inclined to make a purchase.
  2. Request feedback from your sales staff to have a better grasp of your target market.
  3. Market research may aid in understanding what your potential prospects look like, how they engage online, and what issues they want to get solved, ideally through your business’s offerings.
  4. Look for internet trends, figure out what stuff your consumers are now seeing and what they aren’t, uncover particular purchase motivators, and gather all other pertinent information.


3. Search Intent 

The searcher would want to find a certain website. They’ve already decided where they would want to go. It is likely to be just easier and quicker for them to Google it than to put the complete URL into the address box. They can also be unclear about the precise URL.


Uncovering your buyer’s personas search intent will help refine your content to the point that it caters to their wants and needs. 


4. SEO and Keyword Research

The basic purpose of keyword research is to discover the niche that your target audience is interested in and then use those keywords within your content to enable your website/webpage to rank higher. 


Keyword research entails not just locating keywords, but also organizing them into meaningful categories, which may then dictate how you could update current web pages or develop fresh content of your own.


5. Content Strategy

Content strategy is concerned with the designing, development, distribution, and control of a particular content piece. Content comprises not only text but also any pictures or audiovisual elements that can be used. 


A content strategy is essentially a policy for creating, publishing, and managing valuable and useful content continuously. 


A content strategist should endeavor to establish not just the content that needs to be released, but also question why it needs to be released. Or else, content strategy is not a strategy: it’s merely a pretentious assembly line generating content that no one reads or wants in any manner or form.


Therefore, it is critical to improving a website’s user experience by offering relevant and usable information that is cohesively arranged and easy to find online.


Elements such as information architecture, code, content management systems, user experience, metadata, graphic design, consumer surveys, and all of the other areas that help users locate and utilize online content form essential components of a content strategy. 


6. Topic Research

To be able to construct a well-rounded content strategy, you need to delve into comprehensive topic research. That way, you’d get a clear-headed strategy and a robust structure to rely upon. 



Even if you already know what you are going to write about and how; your efforts will come undone if you lack a cohesive plan for your content.


This is why after research, planning your content creation and posting schedule is extremely important. 


You can develop your content plan by asking yourself the following questions:


  • What is the overarching goal that your organization is attempting to achieve?
  • What narrative would best lend support to this goal?
  • Who within your organization shares the greatest enthusiasm for this goal?
  • Is your team on the same page when it comes to the significance of this cause?



Now that we’re through with the Research and Planning phases of the content writing process, let’s get down to the crux of content writing, aka the “writing” part.


Keeping in mind all the advice discussed in great detail above, you can start your writing by keeping the following pointers in mind:


– Craft attractive titles!

Your titles will either pique your reader’s interest or bore them enough to not even bother reading the rest of your content. Your titles should not be focused on marketing blatantly to the reader because this might be off-putting. They should instead persuade your readers to further read your content. 


– Intensify reader interest with your intro

Now that your compelling title served its purpose and hooked your reader’s interest, the onus of retaining and intensifying that interest would get relayed to your content’s intro.


Don’t expect your visitors to lurk around if your introduction doesn’t immediately catch their interest. The greatest method to keep your readers reading until the very end is to go right into the information guaranteed by your title.


That way, your readers can be assured that your title wasn’t just some lame clickbait.



– Strive to engage!

Do not overcomplicate or oversimplify your content style simply to cast your net wider. Readability scores matter little in the face of waning reader engagement. If you are not writing for a particular audience, your content will be bound to perform poorly against whichever metric you decide to measure it with.


Wrapping Up

You can’t develop engaging content if you do not know who you are writing for and, more importantly, what should your readers expect from your content. 


Of course, you can take your chances and create content without any plan of action, spinning well-crafted sentences that fail to address your readers’ concerns. 


Or you can do the smart thing by trusting the experts and outsourcing your content writing tasks to them. LexiConn is an expert content writing agency  with over 12 years of experience in the content writing domain,


LexiConn has the talent and experience to fulfill the content marketing requirements across multiple domains, and has successfully catered to the content marketing requirements of several Fortune 500 companies across several industries. 


Visit today to avail content writing services.