As one of the major services that Helianthus Advising offers, clients often ask us, “what types of content writing do you provide?” In short, our content writing team produces almost any type of content. Another question we often get is, “what types of content do I need as a new business owner, and how will they benefit me?” The answer to that question starts with knowing what types of content exist. After understanding the types of content writing, plus their goals and platforms, a business owner (such as yourself) can determine what types of content will help you reach your goals.
What is Content?
In the context of our discussion, content is a message made of words intended for a target market or audience. The goal of the content might be to convince, sell, educate, or inform. It’s the intent and the medium (social media, blog, website, email, etc.) that informs what type of content you should use.
What is Content Writing?
Content writing is the act of creating written messages intended to communicate with those target markets or audiences. Regarding the above, the goal and medium can differ and decide what type of content to create. As a business owner, you’ll likely need to consider many types of content to successfully market your business.
Content writing is completed by a content writer who understands what high-quality content is and how to craft original and engaging pieces. The content should be high-quality with high conversion rates (i.e., turn visitors into customers). Marketing agencies like Helianthus Advising, and freelance writers, typically offer content writing services.
What are the Different Types of Content Writing?
In general, five distinct types of content writing are the most common. When trying to decide which one(s) to use, consider your goals and platforms.
Blog Writing & Article Writing
The first major type of content is writing blogs and articles. These written works are generally at least 500 words (although, the longer, the better) and located on websites. Sometimes the goal is to simply inform and engage, while other times, the goal is to inform, engage, and rank higher on search engines. The Helianthus Advising blog is an example of blog writing. Our content writing team creates unique posts for our website (like the article you’re reading now) to help inform our potential customers, like you, while also ranking higher on Google.
Web content writers create content for websites. That could include product descriptions, about pages, homepages, and more. In general, this type of content aims to inform your audience about products or services. It’ll also help you to rank higher on Google when someone searches for those products or services.
Press Release Writing & Guest Writing
When writing for public relations (PR) purposes, the goal is exposure. While PR writing might also boost your ranking online, many people pursue these services because they want to boost name recognition locally, nationally, or internationally. To get the most bang for your buck, you must find online outlets that service your target audience with high returns.
An obvious type of content is social media. A content writer who works with social media specializes in writing ultra-short-form content that is highly engaging. This type of content usually has one of three goals: to reach, engage, or convert. Your goal and the platform you use determine the voice, type of content, and posting frequency.
White Papers & eBooks
The final major type of content is writing publications like eBooks and white papers. These pieces are generally longer, have higher educational standards, and serve as leads for businesses. It’s crucial to match the reading level of your eBook or white paper to your intended audience. Use higher levels for those who are well educated in the topic at hand. Other times, these publications serve as sales pieces that show why a particular product is important, or a particular group is worth an investment.
Bonus Types of Content Writing
There are two types of content writing that Helianthus Advising considers as their own; however, they are more often parts of the above.
Ghostwritten content is when the person who has claimed authorship isn’t the actual author. Sometimes the person who claimed authorship provided the idea or an outline. Other times, they had nothing to do with the creation process. In many cases, ghostwritten content helps a professional stand out in their field when they might not have time to write themselves. It could be via a speech, a blog post, social media posts, or even a book. Helianthus Advising has provided ghostwriting services for entire autobiographies, blogs, and eBooks.
SEO Content Writing
A goal of your content marketing strategy should be to rank higher on search engines. You can achieve this via search engine optimization (SEO). Generally, ranking higher on Google is a desire for those with blogs or websites. However, SEO writing is also crucial for metadata. Things like alt text, featured image text, meta titles, and meta descriptions are all SEO content types on a website’s backend.
What are the Benefits of Content Writing Services?
Now that you have a better grasp of the different types of content writing, you can choose which ones are right for you and your business. But first, it’s essential to understand the benefits of each.
Increased Google Rank
One of the most desired results of content writing services is higher rankings on search engines like Google. When your target audience searches for the services or products you provide, you want them to see you on the first page. This goal falls mostly into SEO content writing, but a few other tips and tricks make a huge difference.
For starters, consistency and quality are crucial. If you post blogs or articles on your website, you want high-quality pieces that create sincere value for your readers — make them informative and post consistently. One blog post a week will usually do the trick, but the more content you post, the higher you can rank. If you’re updating your website, include plenty of short and long keywords so search engines can find you.
Paid SEO Services
To boost your rankings more quickly, you can always opt for pay-per-click (PPC) ads and paid SEO services. This strategy is non-organic because you’re paying for your article to be at the top of Google (if using Google ads, for example). Organic growth happens when you don’t pay, but paid SEO tactics can give you the boost you need at the start.
Exposure & Authority
When using content writing services like blogs, eBooks, white papers, guest posting, or press releases, your goal is to increase your business’s exposure. At the same time, you can also establish yourself as an authority within your field or niche. When you grow exposure and authority, your target audience starts to seek you out because you offer high value, knowledge, and experience. Basically, you become an industry leader.
Boost Conversion Rates
One final benefit of content writing is one that we all love: better conversion rates. It’s one thing to get people onto your website and blog, but what’s the point if they don’t become a customer, follower, fan, or supporter? Once again, high-quality content reigns; but what’s more important here is strategy. You want to make your website engaging enough to draw customers in, and then use strategy to keep them on the page and buying products or services. You want to move your customers through your sales funnel, and you can do that with blog posts linking to product pages, high-converting landing pages, or through email marketing.