It should be clear by now that online content touches every other digital marketing tactic. After all, they all need to communicate messages in text format, whether that’s a CTA button on a website, a video description, or a long-form press release written for digital PR purposes. While content marketing strategy may tell you what content to create, knowing how to create it comes down to great online writing skills.

You will see in this chapter that writing for digital is different from writing for more traditional media. Because of the sheer volume of information on the internet, quality content is king. Many people argue that content is one of the most significant determining factors of success for your online campaigns. This is not surprising if you consider that it is one of the most direct lines of communication with your consumers.  

Content marketing is important for positioning your brand in the minds of consumers. As a content marketer, you need to understand the brand and consumer context and be able to craft appropriate content based on user receptiveness and channel appropriateness. You also need to select the best route to customer in terms of tactics and understand how content marketing fits and contributes to your overall marketing strategy. Ultimately, the design and the content should motivate the user enough to share the content with others.