Effective Content Writing

Content is all that there is - on the Web and off it. Whether you’re looking at a logo design, or an infographic, a YouTube video, a billboard advertisement, you’re being wooed for your attention. You’re constantly seeing and hearing content. Your sales pitch is content, too.

That is why it is important to design content that is effective - both to the consumer, the intended recipient and to you, the creator, the initiator, the architect.
We are all creators of content. They say the greatest joy is that of creation. And so it is important for you to feel happy every time you create something.

For most content writers, this is difficult to imagine. With mounting pressure of SEO visibility and dominating the search engines, they are taught that only one thing matters: keywords. So their brief comes with the string of keywords and a small description of what the company does. Most business owners do not like nosy content writers. They have hogged on to the Internet-Website-Search Engine bandwagon, have invested in content architects and that’s that. The result matters, as it should. The only problem here is to know what result truly matters.



Number of hits, increase in sales, brand visibility, engagement and goodwill are the few things that every business owner aims to achieve through an active website, content marketing and social media marketing. The founding block of all this is, of course, a website and then, most importantly, content. That’s what will be marketed. And content is more than stuffed keywords.

Most content writers do not care to understand what the organization is up to, what are its core values driving every day business and, most importantly, its impact on people. What would prompt its customers to pay attention to your words has to be determined.

Here are a few tips for effective content writing.

1. You are a consumer, too. So beware. It’s important to be honest. There’s no "us" and "them" when you’re creating content; this is a large community of consumers.
2. Research thoroughly about the organization you’re writing for. Understand their values, mission and their drive. Remember, every business impacts the world. Understand that quotient it shares with its consumers.
3. Create sincere content, and not stuffed keyword crawling material. You may fool the search engine, and in doing so, you might earn the frustration of the reader.
4. You must realize that readers are smarter today. Internet users, and web browsers, have evolved. They can easily spot fake material on a site. While the site earns a hit, the brand has lost them. You won’t be personally held responsible (after all you focused on keywords) but then the underlying concept of every business activity is brand empowerment.
5. Ensure your Language is perfect. Understand where the applicability of the usage of US or UK English lies.
6. Write what you mean. Creativity doesn’t necessarily mean embellishment. Your content must tell the reader what he should know. The more honest you keep your content, the more the reader will come to trust you, and by way of extension, the brand.
7. Every product or service could help a consumer live a better life; help him know it.

There’s ethics involved in any line of work. Creating content is as sacred as it gets. You don’t need keywords to sell anything; just a sincere attempt to establish a connection between one’s needs and may be, even to create one. and the product/ service. Everyone is expected to be fair to their trade. And content creation is more than that.

-Akanksha Rajput