Content writing is so much more than just putting words on a page.

 

Whenever we’re asked about our services here at Castle Writing, we end up reeling off a list of different content types (this article is no exception, HA!), but of course, things are never that simple.

From conducting research around topics to interviewing experts, creating outlines and editing pieces, content writing is so much more than just putting words on a page. As we explain on our services page, there are many reasons for content to be created, such as building trust with your customers, giving your audience a regular chance to connect and showcasing your brand.

We’ve put together a summary of the types of content we offer and why businesses should consider them.

BLOGS

Blogs are a popular way of creating regular content for your target audience to get to know your brand and stay connected. You need to define the readers you’re trying to attract, identify their interests and issues, and try to address these through your blog posts. This ensures you establish yourself as an authority in your niche, as well as becoming a regular resource for your customers. Blogs can cover anything from ideas, information about products and services, problem-solving and the latest industry news. The style of the blog should always match the tone your readers would expect from a brand perspective and whatever’s appropriate for the piece.

SEO ARTICLES & PAGES

We often write content purely for the basis of SEO (Search Engine Optimisation), but that doesn’t mean we compromise on quality. Our favourite type of SEO pieces to write are long form pages over 2000 words which target particular keywords. This means we get to write in-depth about a topic and business, using copywriting practices, while factoring in keywords throughout in the most natural way we can find. If there are several pages to write to target keyword variations, we ensure the same messages are conveyed, but the actual content is completely unique.

WEB PAGES

Web pages usually consist of the one-off pieces written for each page of a website. Each has its own style i.e. a Home page is going to be very different from an About page or a Service page. However, each should put the intended reader at the heart, thinking about what information they need from the page and what they should do next. A great website will logically guide readers through so that they can navigate their way around your website, hopefully leading to more conversions. As a one-off, these are really important, and expert copywriting skills are required to pull off the right tone of the piece.

LANDING PAGES

Landing pages are a type of web page that serve as an entry point into your site, but the actual page may be hidden in the sitemap rather than on the main menu. This could be for services specific to a particular town or the various location pages for your store.

PRODUCT DESCRIPTIONS

Writing product descriptions may sound easy, but rather than just listing the various features of an item, it’s important to make a customer want to buy it. This means getting across the benefits to them and letting them know how to get their hands on the item in question.

PPC ADVERTS

Known as Pay Per Click Marketing, PPC adverts are written for businesses who are creating adverts around keywords they want to hit. Each time a customer clicks on one of these ads, the business gets charged. We’re often given the keywords business want to bid on and write a set number of ads for these words, depending on how many they need for their campaign.

METATAGS

Meta tags are the information a customer will see when your business is displayed on search engines such as Google. It’s important that each of your web pages has it’s own customised meta title and description. Comprised of a headline (title) and a short description, they should summarise the content of the page. Users should want to click on the link by being made aware that the page will be useful according to what they’ve searched for. Google and other search engines automatically assign these, but it’s more advantageous to write your own. The benefit of this is targeting relevant keywords in both the title and description, giving your site an SEO-boost!

Content writing offers opportunities for us to explore both our creative and copywriting skills while producing content which steers a business’ customers in the direction they need. We work closely with businesses, digital marketing companies and SEO experts to establish their needs and produce content which meets their requirements.

If you would like to get in touch & ask any questions, just fill out our contact form here.