Content Writing Tips for the Modern Marketer (Go Beyond the Obvious)

Content writing has changed in recent years. (And that means there’s a whole new set of content writing tips you should know!)

Of course, we’re talking about AI.

AI has shaken up the world of content creation. 

47% of marketers use AI content generation tools and 83% plan to use them more. 

It’s no longer enough to write basic content. The bar has been raised.

If you want your content to stand out – and convert at a higher rate – you need to bring something new to the table.

Fresh ideas. Creative angles. Hooks. An engaging style.

All of these things add up to content that people want to consume. But how do you create content that checks all those boxes? 

And even more to the point, how do you do it consistently? Let’s explore some content writing tips to put you on the right track.

Content Writing Tips: How to Write Right

Yes, writing is a creative act, but that doesn’t mean it is without structure or method. The best way to write consistently good content that gets noticed is to follow a system. The six tips below will help you build a solid strategy for content writing.

Content writing tip #1: Do advanced keyword research

You already know that Search Engine Optimization (SEO) is the very foundation of success in content writing for online audiences. You also know that keyword research makes a big difference to where you appear in search rankings. But do you know how to apply advanced keyword research techniques?

Advanced SEO keyword research involves pinpointing buyer intent and building “topic clusters” around it.

• Buyer intent analysis: Figure out why someone is searching for something and what they’re hoping to find. Read between the lines and get a sense of whether people are just exploring, seriously considering a purchase, or ready to buy.
• Topic clusters: Topic clusters are content hubs built around a central topic and its associated keywords, rather than just isolated pages based on single keywords. 

For example, let’s consider the people who are researching “family holiday ideas”. Their intent might vary. One could be looking for inspiration. Another may be researching specific destinations. Another is searching for practical travel tips. Structuring your content with these different angles in mind, based around the one core topic, helps meet various search intentions. When you get this right, it positions you as a go-to source for the whole topic, not just one part of it.

Content writing tip #2: Identity content gaps

Begin by selecting a few direct and indirect competitors in your niche who perform well in search rankings. 

Use SEO tools like Ahrefs or SEMrush to export keywords these competitors rank for, especially high-performing content on the first few pages of search results (positions 0-20). This tells you where you might be able to create similar or better content.

Now you’ve got a broad list of keywords from competitors, you need to cluster them. Group similar keywords together based on intent and identify topics. Look for clusters where you rank poorly or not at all. When you’ve got the info you need, create a roadmap for creating new content and updating existing content. 

Content writing tip #3: Structure your content for a good user experience

Even people who are genuinely interested in the topic you’re writing about will skim it first. That’s why presentation is almost as important as the article text.

Most people follow an “F-shaped” reading pattern when scanning their eyes over a website. Here’s how it works.

• First horizontal scan: People start by reading in a horizontal movement across the top part of the content area. This is the “top bar” of the F, where the first few lines attract the most attention.
• Second horizontal scan: Next, they move down a little and scan a shorter line across, creating the “lower bar” of the F.
• Vertical scan: Finally, they scan vertically down the left side, often just glancing at the beginning of each line or section. This vertical movement forms the “stem” of the F.

Try to avoid big blocks of unbroken text as much as possible, as they’re off-putting for modern readers.  

Instead, use plenty of headings, subheadings, and bullet points. People’s eyes gravitate towards them as they scan the page. Make all your headings clear and ensure they add context to your article or blog post. 

Include plenty of bullet points to break up the text further. Remember, bullet points are supposed to be bite-sized pieces of info, so keep them sharp and to the point. People should be able to read them at a quick glance. 

Content writing tip #4: Enhance SEO beyond keywords

On-site or on-page SEO means making your content as relevant as possible for both users and search engines. To do this, you must pay close attention to structural and technical SEO elements.

• Title tags: These tell users and search engines what each page is about. Keep them snappy and include the primary keyword. 
• Keywords: Don’t be tempted to “stuff” keywords into your blog posts, as Google punishes it. Use them naturally and in a way that matches user intent. Aim for a few high-impact placements in your headings, intro, and meta descriptions.
• Meta descriptions: Use this 160-character summary to entice clicks, giving users and search engines a quick overview of the page content. Use active language (discover, explore, find out, etc.) and include the main keyword for maximum effect.
• Alt text for images: Alt text describes images to search engines and screen readers, making your content more accessible. It’s also a good chance to add relevant keywords without forcing them into the main content.
• Internal links: Link to relevant pages in your website to improve navigation and help users discover more of your content. They also help search engines see how pages relate to each other and establish authority.
• URLs: Use a clean, descriptive URL structure that’s easy to understand for users and search engines. Add the primary keyword if possible, avoid unnecessary words, and stick with short, direct paths.
• Page speed: Google prioritizes fast-loading pages, and users prefer them too. Compress images, enable browser caching, and consider using a content delivery network (CDN) to optimize load times
• Mobile friendliness: Ensure your site is responsive and easy to navigate on any device. Google’s mobile-first indexing makes this a non-negotiable.
• Schema markup: Schema adds extra info about your content, helping search engines understand its context better. Include event dates, reviews, product details, etc. as these help you appear in rich snippets on SERPs (search engine result pages).

Content writing tip #5: Use visual content

Visuals help to keep people engaged and on the page for longer. Google rewards this by placing you higher in the search results. 

If you’re going to include visuals, make sure they’re high quality ones – sharp photos, clear infographics, and professional standard videos with good sound and lighting. Blurry shots or cheap-looking videos might work against your brand and SEO. Here are some best practices for visuals that you should note: 

• Consider User Experience (UX): Visuals should help readers engage rather than distract them. Place visuals strategically on the page and don’t overdo it, as you might overwhelm the audience. 
• Compression: You want crisp images and videos, but not so heavy that they slow things down. Aim to compress files without sacrificing too much quality.
• File formats: Choose the right format to balance quality and performance. Use JPEGs for photos, PNGs for graphics with transparency, and SVGs for icons and logos. Videos should be MP4 for the best compatibility and performance.
• Lazy loading: Enable lazy loading for images and videos so they only load as users scroll down to them, speeding up initial page load times.
• Descriptive file names: Rename images with descriptive, keyword-rich file names before uploading them for a quick SEO win.
• Video transcriptions: Provide captions or transcriptions for video content. These improve accessibility and give search engines more context for another SEO boost.
• Consistent branding: Keep a similar look and feel across your visuals for better brand recognition. This applies to color schemes, fonts, style choices in images, infographics, and videos.
• Responsive design: Make sure your visuals look good on any device – desktop, tablet, or mobile.

Content writing tip #6: Use the power of storytelling

How do you feel when you hear or read a story?

It depends on the story. Sometimes you’ll feel sad, other times joyous. Another story might be thought-provoking and make you see the world in a different light.

That’s the power of stories – they make you feel something. 

Research shows that ads that evoke an emotional response perform twice as well as those that only appeal on a rational level. 

But introducing storytelling into your content might seem challenging, especially if you sell something like industrial lubricants, for example. Yet, even with boring products, there’s always a story to tell. 

Consider this: every factory machine is a moving part in the larger story of manufacturing that drives our economy. Your industrial lubricant isn’t just grease. It prevents wear and tear, reduces downtime, makes the workplace safer, and keeps the wheels of industry turning smoothly. 

Especially In B2B, storytelling is all about helping people see how your product or service helps them overcome a problem. In the case of industrial lubricants, your story could start with a factory facing delays due to equipment breakdowns. Enter your product to save the day, helping manufacturing companies achieve record output levels. Case studies are a good way to tell these kinds of stories.

General best practices for storytelling

• Keep things simple and relatable: Your story should be easy to follow and relatable. Don’t use industry jargon that alienates your audience.
• Focus on the human element: Even if your product or service is technical, highlight how it impacts people, such as making their jobs easier, safer, or more productive
• Build a narrative arc: Structure your stories with a clear beginning, middle, and end. Introduce the problem, show the struggle, and conclude with how your product or service provides a solution.
• Use vivid imagery: Use words, pictures, and videos to bring your stories to life. The more vivid and creative, the better, as it can be difficult to stand out online.
• Be authentic: Authenticity builds trust, so make sure your stories are genuine and reflect your brand’s values. Never exaggerate claims about your products or services.
• Use testimonials: Include quotes from real customers. This adds credibility and shows how your solutions work in the real world.
• Call to action: Always end with a clear call to action. What do you want the audience to do next? Guide them to the next step, e.g. learn more, sign up, enroll, contact you, or try your product.

Expert Content Writing Tips

How to write headlines that get noticed

The headline needs to stop people in their tracks with a promise or something that induces curiosity.

Headlines that include numbers are shown to be more tempting to readers. Use powerful wording such as “5 Unbeatable Ways to…” or headlines that provoke curiosity, like “The Highly Effective Sales Method Nobody’s Talking About”. Try to avoid being too “clickbait-y” though, and make sure you deliver on any promises in the headline, as you’ll lose trust if not.

It’s a good idea to tweak and test your headlines too. Use A/B split testing, which means trying more than one option and measuring clicks to see which performs best. 

Writing killer hooks

After the headline comes the intro. You only have a couple of minutes to really grab your reader’s attention and convince them to keep reading.

The hook, which is the first few sentences, needs to be engaging and directly connected to the headline. Try to be creative and come up with a hook that opens a loop the reader wants to close. 

For example, you might start with a provocative statement: “Most people think they know how to manage their time well – they’re almost always wrong.” This kind of opening challenges common beliefs and piques curiosity, prompting the reader to continue and find out why they might be misguided.

You could also set the scene with a vivid description. If you’re writing about the effectiveness of meditation, you could begin with, “Imagine sitting quietly by a serene lake as the sun sets, your mind as still as the water in front of you”. You’re painting a relaxing picture and also making the reader curious about how to achieve that state of tranquility.

Alternatively, use a surprising fact or stat that shifts the reader’s expectations. For example, “While 85% of companies believe they offer superior customer service, only 8% of customers agree.” The gap between perception and reality drives readers to explore further.

When crafting your hook, aim to:

• Engage the senses: Use visually and emotionally appealing language.
• Stir emotions: Touch on feelings like excitement, fear, happiness, curiosity, or even outrage.
• Open a narrative loop: Begin a story that readers feel compelled to finish.

Write CTAs that convert

Once you’ve written your headline, hook intro, and the main body of text, most written content finishes off with some kind of call to action or CTA.

Your CTA guides the reader on what to do next. You might want them to subscribe to a newsletter, follow you on social media, view some products, sign up for a free trial, or contact you for more info. 

Use verbs and short sentences that create a feeling of urgency. Phrases like “Join now,” “Start today,” or “Get your free trial” are more effective than passively saying “More Info”. 

When designing CTA buttons, use colors that stand out against the background of the page. This visual clash catches the eye and makes the CTA stand out, increasing the chance of clicks.

Finished Writing? Tips for Content Promotion

Once you’ve nailed the headline, hook, and CTA, it’s time to get your content seen. Creating high-quality content is only half the battle. Next comes the content promotion stage. Here are some advanced strategies beyond basic social media sharing to maximize your content’s reach.

• Influencer outreach: When an influencer shares your content, it reaches a larger audience and gains credibility. Find influencers who align with your brand values and have an engaged audience that might benefit from your content. Offer them something valuable in return, like exclusive access to your new product line, to incentivize sharing.
• Guest blogging: Writing articles for well-known blogs in your industry makes your content more visible and establishes you as a thought leader. When choosing platforms, look for those with high domain authority to boost your SEO efforts as well as your exposure.
• Paid advertising: Paid ad platforms like Facebook, Google, and LinkedIn offer advanced targeting options to reach your ideal audience based on demographics, interests, and more. Native ad platforms like Outbrain are great as they place your content on popular publisher sites where audiences like to spend their time. 
• Content syndication: This involves republishing your content on third-party sites to reach a broader audience. Syndication can drive traffic back to your site and help build backlinks, which are great for SEO. Just make sure that Google recognizes your website as the original source to avoid duplicate content issues.
• Email marketing: Send your content directly to inboxes of people who’ve already shown interest in your brand. Segment your email list to make your emails more relevant.
• Social media: Sharing on social media is quite basic, but it still works. Doing it strategically maximizes your reach. Use analytics tools to determine the best times to post, the most engaging content formats, and which platforms get the most interaction.
• Community discussions: Take part in forums and discussion groups related to your content’s topic. You’ll get insights into what your audience is interested in. Don’t spam these groups with your content though, as that will annoy people and you might get blocked.

Content Writing Mistakes to Avoid

Now that we’ve covered the top content writing tips, let’s flip the coin and talk about what NOT to do. Obviously, typos are a huge no-no, so you’ve got to get your grammar and spelling right. But there are some other pitfalls to look out for.

• Avoid duplicate content: Duplicate content is when identical, or nearly identical, content appears on multiple pages of your site or across different sites. Search engines don’t know which version to show in search results and they might not index properly. This can dilute your visibility and reduce your traffic.
• Beware of content cannibalization: This is a less obvious one and it happens when you’ve got multiple pieces of content on your site that all target the same search query. Instead of having one strong page, you end up competing against yourself and watering down your search ranking.
• Pay attention to mobile responsiveness: Nowadays, people often consume content on their phones. If your content doesn’t display well on a mobile device, you’re going to frustrate visitors and Google won’t be happy either.
• Aim for accessible content: Make sure your content is usable for everyone, including people with disabilities. Try to ensure your site works well with screen readers. 

Don’t Overthink It – Just Write!

Now you know exactly how to write content that resonates with your target market, the next step is to sit down and write it. Don’t overthink it, just start writing and see what happens. Remember – it doesn’t have to win any literary prizes. It just has to be good enough to keep people’s attention.

As long as you do good in-depth research, add story elements, and write strong headlines and hooks, then your content is likely to make an impact with your target audience. Good luck!