Content writing is a broad term that includes many types of non-fiction writing used to communicate information to an audience. Becoming a skilled content writer involves understanding different writing styles, conducting thorough research, using credible sources, organizing information effectively, and targeting your writing to specific audiences. This guide will provide an overview of the content writing process and resources to help both new and experienced writers improve their skills.
Research and Planning
Research is vital for any type of content writing. It helps writers gather quality information from authoritative sources to include in their pieces. When researching a topic, writers should cast a wide net and explore several potential angles to find the most compelling way to present the information. Some key research tactics include:
Using library databases and search engines to find scholarly articles, reports, and studies about the topic. Make sure to only cite credible sources.
Interviewing subject matter experts, such as professionals or academics, to gain specialized insight. Consider recording and transcribing the interviews.
Surveying related websites from relevant organizations, non-profits, or government entities for statistics, case studies, and position statements. Verify dates and check for biased viewpoints.
Searching published books, magazines, and newspapers for descriptive examples, quotes, historical context or analogies that enrich the writing.
Consulting user forums and social media posts to understand customer perspectives or catch recent developments.
Once research is complete, it’s time for planning. Writers should organize research findings into an outline or mind map to see connections between topics and find the logical overall structure and flow. The plan should include subheadings, transitions, and story angles to help guide the writing process. It’s also a good idea to identify key facts, statistics, quotes, examples, and sources to directly cite in the content.
Writing Styles and Formats
There is no one-size-fits-all approach to content writing. Styles and formats vary based on factors like the intended audience, purpose, platform/medium, and specific needs of clients or employers. Some common content types and their defining characteristics include:
Blogs: Informal and conversational tone suitable for sharing ideas and opinions with a general readership. Used to build authority, drive traffic, and social engagement.
Articles: Variety of styles from very casual to formal academic. Length varies from short snippets to long-form thought leadership pieces. Used for education, marketing, and thought leadership.
Reports/White Papers: In-depth and comprehensive. Often 5,000+ words exploring multidimensional topics using scholarly tone and methodology. Help establish expertise through data-driven storytelling.
Web Copy: Concise and scannable language focused on calls to action. Includes everything from headlines to product descriptions to navigate users effectively online.
eBooks/Guides: Similar to reports but designed to be consumed digitally as a cohesive educational work. Build trust and demonstrate authority on complex subjects.
Proposals/Pitches: Persuasive writing with strong value propositions tailored toward prospective clients or partners. Focus on fit, benefits, ROI and addressing concerns to win new business.
No matter the style or format, all good content shares these core principles: a compelling organization supported by credible research, a human voice that engages readers, and a clear central message or purpose fulfilled by the end. With practice, writers can develop proficiency in multiple styles.
Editing and Publishing
After completing a first draft, writers must thoroughly review, revise, and refine their work before publishing. Strong editing skills are essential for quality content. Some tips for effective editing include:
Proofreading for spelling, grammar, punctuation and consistency of style like formatting and in-text citations. Consider using spelling and grammar checkers as an extra set of eyes.
Ensuring a logical flow of ideas with smooth transitions between paragraphs and sections. Rearranging or removing information to improve cohesion as needed.
Verifying facts, quotes, statistics, calculations and data points against original source materials for accuracy.
Evaluating word choice, sentence structure and overall voice/tone to communicate clearly and engage readers at the intended level.
Double checking all links, images, references and other multimedia elements function properly.
Getting feedback from peers, colleagues or subject matter experts to identify areas for improvement before final publication.
After final approval, the content should be professionally published or distributed on relevant platforms through organizations’ websites or blogs, ebooks, newsletters, social media profiles and more. Consider getting any copyright notices or permissions in place as necessary too. Tracking basic metrics like views and shares helps measure influence over time. Sustained publication of quality, useful content is key to developing authority.
Content Marketing Resources
There are endless online resources available to aid writers at any experience level. Some particularly useful ones include:
HubSpot’s Content Marketing Academy – Free detailed courses on content strategy, social media, email marketing and more. Great for beginners.
Content Marketing Institute – Industry leader providing guides, templates, research reports and an annual conference event. Membership available.
Copyblogger – Long-time blog covering blog and content optimization best practices backed by case studies.
MarketingProfs – Variety of training and templates plus an online community to network with other professionals.
Quick Sprout – Popular blog on SEO, social media and other digital topics founded by top industry expert Neil Patel.
ProBlogger – Tutorial-style blog for aspiring bloggers starting their journeys. Covers all technical aspects.
American Copy Editors Society – Style guides and resources for strengthening editing abilities according to Associated Press standards.
WordStream – Guides focused on PPC marketing but also general online strategy helpful for content creators.
Moz – Powerful SEO research tools plus educational resources for optimizing content for search engines.
With diligent research, strategic planning, quality writing and editing skills, and resources to support ongoing learning, any writer can develop proficiency in the high-value field of content marketing. Consistently producing useful, engaging content builds trust and thought leadership over the long run.
Andrew Stroud