You may have heard the commonly used marketing phrase coined by Bill Gates, “Content is king.” This was true when he said it in 1996, and it’s still true today. But what is “content” and how can a company use content writing to its advantage? 

What is content writing? 

Content writing is the process of writing, editing and publishing thoughts or ideas, often in a digital form. This content can include blog posts, video or podcast scripts, ebooks or white papers, press releases, product category descriptions, landing pages or social media copy. I could keep going, but I think you get the idea. Simply put, content writers are the storytellers for their brand. It is their job to convey meaningful, helpful and insightful messages to inspire and move an audience to take action.

What is SEO content writing?

SEO stands for search engine optimization, which is a strategic process used by marketers and writers to make websites climb in the search engine rankings. The goal of SEO is to help website pages appear in the search results. It sounds simple, but without putting any advertising spend behind it, it’s a pretty hard thing to accomplish. 

SEO content writing is accomplished in a number of ways, but it all starts with identifying and incorporating your keywords. Think about your firm and what words someone would use to search for your website. If you’re a recruiting office that specializes in property and casualty insurance talent,  “P&C insurance recruiters” and “insurance recruiting” might be two phrases to use right away, among others. 

A content writer also needs to write in a clear, easy-to-read way to keep readers on your page. If your content is confusing or disorganized, readers are likely to bounce to another page, and that will be read as a bad thing by search engines. You also need to make sure the content is accurate. If a new trend is popping up in your specific  recruiting industry, make sure to update any previous information you may have shared regarding that trend. Providing accurate information will raise your rankings as well.

Why is content writing important?

It’s not only important, it’s critical. As of 2020, 70 percent of marketers now actively invest in content writing. This means the role of a content writer is more in demand than ever before, and what that role does varies from industry to industry. For example, some businesses might invest heavily in a social media strategy, while others prefer creating content in the form of blogs or ebooks. 

Regardless of how you do it, having a content writer is critical for creating high-quality material that represents and projects a brand’s voice while still attracting and engaging the right audience. Trust me, it’s easier said than done. (Remember, I’m a content writer.) Content writing has the power to convert readers into prospects, prospects into paying clients and paying clients into vocal proponents (free advertising, anyone?). 

Should I hire a content writer for my company?

If you don’t want to do it yourself, or if you don’t have time to do it without sacrificing quality, absolutely. Let’s face it; you can’t do everything yourself. Even if you’re a one-person operation, you shouldn’t be expected to handle EVERYTHING. Hiring a content writer or a whole marketing firm with their own content writers can be one of the best decisions your firm can make. 

Not only is there a guarantee of quality content, it is their job to stay up to date on new and upcoming trends. They can do the research for you and update your website, blogs, whitepapers and landing pages accordingly. 

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Content comes in many forms, and each recruiter or staffing company has different needs. Working with a full-service agency like Recruiters Websites will secure a beautifully designed website with clear and relevant content for your visitors. Our team can also create content for your social media strategy, blog articles, press releases and more. Our process is customized to fit your needs, and we can’t wait to talk to you about your next project.