Writing is a vital aspect of digital marketing. Although the dominance of video, imagery, and audio content is set to continue, the written word is the baseline and the point of access for all these things.
That isn’t to say your writing as a digital marketer is going to be all instructions for opening a podcast or a Tiktok. No, writing emails and copies for websites is still an essential part of the craft. Working more on the essay writer side of digital marketing often means writing tired old content about boosting views and engagement, and that’s unlikely to change, so how do you keep your skills sharp in a field that’s often oversaturated?
Planning makes perfect
As close to perfect as you can manage, let’s not get all wabi-sabi on this skill though. Writing needs to be perfect in many ways. There are different sorts of perfect – for digital marketing the rules are there to be bent and broken. Keeping things fresh requires this commitment to stick your neck out and say – or write – something that grabs attention and delivers conversions.
Aside from planning for a good proofreader to come along and check your work, what other planning is there? Keyword planning is essential if you want your site to blossom on the pages of Google. It is a skill that’s quite dissimilar to copywriting in many ways, as it tends towards the more analytical and technical perspective, although both still rely on good old-fashioned intuition and gut-feeling.
Writing skills are like that, they live in your gut, they thrive in your head, and then all of a sudden you’re putting those thoughts – often non-verbal ones – down onto a page, with the hope that someone will find it captivating and useful.
Content marketing skills connect in the right way
Digital marketers are seeking to wheedle their crafty little way into the lives of unsuspecting private citizens. This might sound like a dystopian nightmare, but blog writing is just the best way to sell cat food, vegan supplements, and health retreats.
As such, all these little niches need some coaxing to get the wallets out. They need someone who is such a shapeshifter that they can read up on the material that maintains the niche – i.e. distinct jargon or slang – and then deploy it in such a way that the audience believes they’re not being sold anything, but just having a conversation about the subject in question. Before they know it – bang – the purchase is made, and the digital marketer stalks off happy in their conversion rate paradise.
Choose your fighter
Which writing style is going to be the best for this market then? Will one be open to a straight persuasive, pleasing form of content? Or shall they open their purse for a more formal and business-like take on the matter? Something that could be plucked from the pages of an illustrious broadsheet perhaps?
Fellow specialists are aware of the need to avoid sounding like an imposter, though that’s sometimes hard to do when you’re a pharmaceutical company that sometimes rigs the results of studies so that the bottom line is healthy while the patients are feeling unwell prematurely. But bear in mind that the exact skill that causes the problem – obfuscating research – can also remedy the negative press associated with such actions. Washing a corporate image is the essential task of many digital marketers – they need to ensconce the company brand in the right tone of voice and ignore all criticism, and time will do its arrow-thing and the company can continue onwards.
In essence, the significance of writing for a digital marketer is two-fold. On the one hand, it is to communicate with customers; on the other, it is to communicate with the structures of business and the infrastructures of capital. Words have worth, they are the keys to wide exposure and monetary success. Of course, it’s a reductionist view of the written word, but when taken in a business context, that is largely the truth of the matter.