Know more about SaaS growth strategies from the horse’s mouth.
Content writing is the foundation of digital presence success. It connects a business with the audience, conveys the message, and shapes a brand image.
But content isn’t a one-size-fits-all initiative. User needs and preferences are evolving, so you need to explore different content formats to connect more effectively with your target audience.
From blog posts and ebooks to social and email, each type of content writing has a unique purpose in an inbound strategy. Sharing a healthy mix of these content writing types can help improve brand visibility, strengthen customer loyalty, and drive conversions.
A HubSpot survey revealed that 29% of users read blog posts 1-4 times a month, so blog content remains one of the go-to marketing assets, as 76% of marketers use it to distribute content. Similarly, 68% of users turn to social platforms to stay informed about new products and services.
This shows the need for a holistic content creation approach involving various genres. In this piece, we’ll dive deep into five different types of content writing mentioned below.
Website copywriting is the primary content type for businesses. This comprises website content writing and landing page copywriting. Both aim to engage the visitors and convert them into leads and ultimately paying customers.
Website content informs and engages your audience, helping them connect with your brand. The content writing involves creating copies for a homepage, product, and feature pages, the about us page, and the contact us page among others. Each element is crafted to communicate a clear message and persuade the visitor to explore more.
Here’s what website content achieves –
What are the top benefits your customers get? What problems are you solving? Craft content around the end-user’s issues and how your offering can help solve them. This approach is more persuasive and customer-centric.
Sharing testimonials and reviews offers validation to prospects, aiding them in deciding in your favor. Besides, share links to client case studies to build trust and credibility.
Content copy should be clear, concise, and engaging since each webpage serves a unique purpose to help guide the visitor’s journey. For instance, the ‘about us’ page can have your brand’s story, key business figures, mission, values, and accomplishments.
Let’s take an example of Airbnb.
Their ‘About Us’ page stands out for its storytelling approach, mentioning their mission, key stats, and milestones. There’s minimal copy coupled with a planned visual hierarchy to make it easy for visitors to follow through and act.
Landing page copy forms the backbone of any successful PPC (Pay-Per-Click) campaign or other marketing initiatives like social media ads, newsletters, email marketing, etc.
48% of users click on ads based solely on headlines. So, landing page and ad content should be in sync to deliver crisp and purpose-driven content that grabs user attention, drives traffic, and improves conversion rates.
Here’s the purpose that landing page copywriting serves:
Here’s an example of a landing page that stands out in terms of headline, CTA, and text that complements the offering.
Miro’s landing page stands out because of the well-designed (and well-placed) CTAs. The content also complements the visuals and ultimately guides users to take the next step, offering details about what stands out in the product.
Blog writing educates and engages the audience while building topical authority. Kissmetrics confirms an 18.6% increase in traffic for writing one additional blog post weekly.
Here’s the purpose blog posting serves:
White papers and eBooks are different types of B2B content writing that provide long-form content. Usually, you’d get the white label content from agencies who’d outsource the white paper and eBook writing process to top-notch writers.
When creating white papers for B2B SaaS businesses, ensure they are concise and analytical while functioning as laser-guided solutions. It should dissect specific problems with a data-driven approach since their technical nature addresses the needs of a specialized audience seeking in-depth expertise.
Here are some of the major sections that you should include in your white paper.
Ebooks, on the other hand, unfold as narrative journeys, exploring broader topics in a compelling and accessible style. This format caters to a wider audience, offering valuable insights and information in a more digestible manner.
The Content Marketing Institute finds that 51% of B2B marketers rate white papers and eBooks among the most effective content formats for achieving their marketing goals.
Here’s the purpose that white papers and eBooks serve:
A Demand Gen report suggests that 48% of B2B buyers are willing to share email and personal information to access gated content. This is a powerful approach to knowing more about potential customers and helps nurture leads through targeted follow-up.
Cover your chosen topic thoroughly to educate readers while keeping the content well-structured and easy to follow. At the same time, support your claims with solid data, research findings, and expert insights to create content with thorough research to provide accurate information.
Bring in real-world examples and success stories to demonstrate the practical impact of your solutions. Leverage user-generated content and blend it with your written content to build trust and showcase practical applications of your products or services.
This type of content writing addresses specific pain points or challenges. It engages the audience by addressing their problems and providing actionable solutions, which makes your content more relevant and valuable to readers.
Offer a list of references at the end of your white paper or eBook. This adds credibility to your content, allowing readers to further verify and explore the information.
Social media content opens up the opportunity to connect with a vast audience. Social media users worldwide stand at 5.07 billion users. Also, 57% of users visit a brand’s social channel to learn about new products and services.
Hence, the content brands put up there is pivotal. They can use this form of content to foster meaningful connections with the audience, build brand loyalty, and drive conversations.
Here are the key purposes that social media content writing serves:
Craft bite-sized information, tips, and content around the latest news to educate and entertain your audience. Drive conversation by encouraging comments, likes, shares, and conversations to foster a sense of community.
Leverage social media content to direct users to your website, blog, or other marketing channels by teasing or promoting your content.
This tactic helps spark conversations, gather feedback, and identify what the audience likes to read and consume.
Tailor your content to each platform’s unique characteristics. For example, punchy and direct posts can work well on Instagram while being more humane and practical on LinkedIn.
Campaign Monitor reports that 74% of marketers leveraged personalized emails to drive customer engagement and witnessed an average increase of 20%.
A report by Litmus suggests an impressive return on investment (ROI) of $36 for every $1 spent. For this to happen, you’ll require writing effective email content to drive open rates, click-through rates, and conversions.
The email marketing content should address the following purposes:
Effective content writing takes center stage in your digital marketing strategy. All the different types of content ultimately contribute to connecting your audience and achieving your business goals.
However, a successful execution requires expertise in various types of content writing. And harnessing each type of content format will require you to go for professional content writing services.
Agencies usually offer different types of content writing services where there are dedicated experts who craft compelling and strategic content to match your brand voice and resonate with your audience. Leveraging their expertise to create content is not only high-quality and effective but also tailored to drive engagement, build trust, and boost conversions.
Get started by connecting with us and discussing the type of you want to create. And we’ll take it forward to help you achieve business goals with top-quality content.
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