What Is Content Writing? Plus 12 Tips to Take Your Content to the Next Level

 When you search for "content writers" on LinkedIn, you're bound to come across an incredibly diverse range of professionals.

For instance, you'll see some content writers create social media copy for small businesses, while others write press materials for insurance brands.

You'll also find that some content writers write long-form editorial content for glamorous magazines, while the more entrepreneurial-type write scripts for their own branded content, like podcast or video.

So, what's going on here ... Are some of them lying?

In fact, they're all telling the truth. Content writing can take various forms, but in essence, it comes down to creating content for digital formats — and (at least in our case) for marketing purposes.

Here, we'll explore what content writing is (hint, hint … I'm currently doing it), as well as tips to take your own content to the next level. Plus, we'll explore examples of incredible, high-quality content writing.

But, to start — What is content writing, anyway?

What is content writing?

Content writing is the process of writing, editing, and publishing content in a digital format.

That content can include blog posts, video or podcast scripts, ebooks or whitepapers, press releases, product category descriptions, landing page or social media copy ... and more.

Simply put, content writers are the storytellers for their brand. They convey meaningful, helpful, and insightful messages to inspire and move an audience to take action — that action being a final sale.

Nowadays, content creation is a critical component of most businesses marketing strategies — in fact, as of 2020, 70% of marketers now actively invest in content marketing.

This means the role of content writer is more in-demand than ever before. However, the role varies depending on both industry and business needs.

For instance, some businesses might invest heavily in a social media strategy, while other companies prefer creating content in the format of blog posts or e-books.

Regardless of format, a content writer is critical for creating high-quality content that represents and strengthens a brand's voice, while attracting, engaging, and delighting the right audience.

When done right, content writing has the power to convert readers into prospects, and prospects into paying customers. So it's undeniably important for your business' bottom-line that you're able to consistently create helpful, engaging content.

But that's easier said than done. To help take your content to the next level, let's dive into some of my favorite content writing tips (these have personally helped me, as well).

12 Content Writing Tips

1. Write unique and original content, and go above-and-beyond what you find online.

Whenever I start a new blog post, like this one, I start with plenty of online research — but that's not where it ends.

After Googling relevant topics, including "content writing tips", I begin creating an outline using some of the information I find online.

However, your piece will never rank if you just copy-and-paste the same information that already exists online — and, even if it does, when your readers catch on (and they will), they'll lose trust in your brand as an authority within the industry.

Once I finish my rough outline (which will include about 60% of the information I found through online research), I fill in the remaining 40% with unique, original insights. If I know about a topic personally (as is the case with "content writing", since I'm a content writer myself), I'll fill in the outline with original anecdotes, tips, or personal examples.

However, if I don't know much about the topic at-hand, that doesn't mean I simply use what's already online. Instead, I'll reach out to internal HubSpotters who are experts on the topic or use other original internal-company resources, or I'll conduct external outreach via my social networks to find a reputable source willing to provide tips, quotes, or original examples to beef up my piece.

Additionally, I'll look for content regarding the topic across a wide range of sources — including YouTube, LinkedIn, Reddit, Quora, as well as podcasts — to ensure when readers' come across my content, it's both comprehensive and unique.

If they can find the same information elsewhere on Google, why should they stay on your page? As a good content writer, it's your job to take your content to the next level, always.

2. Write a good hook to grab your reader's attention.

Sometimes, it's easy to write a good hook — particularly if the topic is intriguing or exciting to you, as the writer.

But what about more boring, mundane topics, like Rel=nofollow?

In certain cases, writing a good hook requires pulling back and looking at the bigger picture. For instance, while rel=nofollow isn't the most fascinating topic (in my opinion), what is interesting to me is SEO, and how SEO can directly impact a company's ability to reach new audiences — plus, how Google has needed to change regulations in recent years due to an increase in illegitimate sites.

Which means, when I started writing 3 Reasons Why SEO's Are Upset About Google's Rel=nofollow Announcement, I used that angle to inspire my hook, and painted a picture: Myself as a Wikipedia editor, writing about zebras, and getting paid $500 to link to a fake news website.