Content Writing as the Most Important Tool for Digital Marketing

 Lor Jones
  May 24, 2019

Did you know that most users will decide within 2 seconds whether to stay on your page? Images may be processed 60,000 times faster than written content, but they just can’t convey the same level of expansive detail. That means if you want your digital marketing efforts to really help grow your business, you’re going to need to invest in great content writing.

To make things that little bit easier for you we’re going to look at why content writing matters, have a look at 3 great examples from very different fields, and cover the dos and don’ts of writing great copy. Right, let’s get started.

Why content writing is the most important of all marketing tools

If you want to grow your business, then you’re going to need to make sure that it connects with your target audience. This can be easier said than done, but there’s no better way to do it than via the written word.

Content writing makes it possible for you to connect with your market and showcase what you have to offer in a way that logos and images never can. You can think of it as a personal dialogue between your brand and the reader that takes place when you can’t be there in person. When you think of it like that, it’s a lot clearer why it is often seen as the most important of all marketing tools in your arsenal.

Content writing tools you need to know about

There are thousands of different tools, plugins, and online services that you can make use of if you want to craft incredible content, but rather than overwhelming you we’re just going to focus on 3 of them.


First of all, there is Grammarly. The great thing about it is that it’s free and very user-friendly. It specializes in correcting grammatical and structural mistakes in real-time so that you never risk putting poor quality text live. This is the big mistake many businesses have made, and if you’re trying to connect with a particularly hard to please target market then doing so won’t do you any favors.

The Hemingway app


Next up there’s the Hemingway app. It’s ideal if you want to polish your language, avoid repetition, and generally just find that winning turn of phrase. If you’re stuck for ideas, then it could well be worth a quick visit to see if it can point you in the right direction.

A Content Writer

Last but not least you have a professional content writer. This is someone who spends night and day crafting content and knows this most effective of marketing tools inside out. If you want some human input, you’re going to want to connect with one sooner rather than later.

Tips on how to communicate with your content writer

If you ask any of the writers at how best to work with them, they’ll likely tell you half a dozen different things. Everyone has their own way of doing things, but if you follow these simple steps then you can get the most out of your content writer, and they’ll get the most out of the words at your disposal. Here’s how you can do it:

Communicate the voice and ethos of your brand so that the copywriter is fully up to speed

Manage expectations and align outputs by making it clear what you’re looking for

Show past content, and add comments about what do and don’t like about it

Be flexible, and allow your content writer to come up with new ideas for discussion between the two of you

Share ideas that you’ve seen your competitors using to provide context and inspiration

Give precise critical feedback on the first draft and be constructive at every turn

Now that you know how to get the most out of your content writer, let’s take a look at some of the incredible results you can expect. Here’s 3 of the best for a little bit of inspiration.

3 examples of amazing content writing

Learn from the examples below, and put the takeaway points into practice and you’ll be able to grow your business in no time at all.

Moz: Pictures combined with short and sweet content writing

Moz’s short and sweet content does a great job at conveying half a dozen key metrics and data points in a way that doesn’t instantly overwhelm the reader. The clever thing about this is that it allows them to show just what an amazing job they do, but breaks it down in a far more effective way than a huge block of text.

Everything is well spaced, clear, concise, and relevant to the imagery. This is a great example of how web design and content writing can work hand in hand to take your business to new heights. Make sure you have a template of your site before you start creating the content.

Apple: Minimal text for maximum impact

Take a look at the current Apple homepage if you want to learn countless content writing lessons in one fell swoop. The headline is bold and aspirational, the image is crisp and clean, and the branding is on point.

The simplicity of the text on the pair of re-direct buttons also tells you everything you need to know about Apple as a brand. They want to be able to make it as easy as possible for you to explore their site, which has to be one of the great examples of crisp persuasive content writing.

Listicles: The secret to making long-form content accessible

If it’s a long-form content that you want to use, then you need to think about how to structure your blogs. Listicles are the best way to make longer texts accessible, and below you’ll see a great example.

The title instantly tells you that you’re going to get exactly what you want and that it’s going to be neatly broken up into little bitesize chunks. This makes it ideal for reading on a smartphone where you don’t necessarily want to be reading a 5-page document. It also makes the blog ideal for serializing on social media and uses odd numbers which tend to attract more people. Give it a try.

The dos and don’ts of content writing

Now that we’ve taken a look at some great examples of content writing, you should have a good idea of what you need to do, as well as the things to avoid:


Work with a professional content writer who will be able to come up with new ideas

Get creative only once you understand what your brand stands for

Create a style of writing that fits with the ethos and essence of your brand

Develop a consistent style of writing that you can use to build a bridge to your target market

Always integrate your content writing with the visuals elements on the page, Moz being a great example

Be flexible in your approach, and work through multiple iterations if you want to grow your business

Remember that whilst content writing may be the most important tool for digital marketing, there are other marketing tools you also need to make use of


Constantly chop and change the writing style to fit your audience — if you’re doing this then the chances are you don’t know who your ideal customer actually is yet

Post the first draft just so that you have something live to fill the void

Ignore input from your market research — it’s always interesting to know what your competitors are doing

Copy your competitors, as opposed to being inspired by them, in the hope that their success will rub off on you

Final Thoughts

Now that you’ve seen the importance of great copy (and what it looks like when it’s properly integrated) all you need to do is put the pointers above into action. Be patient, find a voice that fits with the ethos of your brand, and the words will do the rest. Perfect for ensuring that your business goes from strength to strength thanks to some incredible marketing.

Content Writing as the Most Important Tool for Digital Marketing

Lor Jones

Lor Jones is a writer, author, and amateur runner. She is passionate about finding new ways businesses can harness the power of content marketing to enhance their digital marketing strategies. In addition, she is a trusted writer for and a keen dog walker.

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