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.

Online copy is a hardworking multi-tasker. It must provide information to visitors, engage with them, and convince them to take a desired action, while conveying brand ethos. It also has to provide context and relevance to search engines. It needs to achieve all this without seeming as if the author is trying too hard to push a particular outcome.

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.   

One of the great challenges in content marketing is providing content that is truly interesting and engaging to the right people with the right mix of subject matter and brand.

Content marketing presents a pull mechanism for the marketer rather than a push one. It’s a gentler approach to traditional advertising and product or price promotions. Brands must consider their brand identity and the market they are trying to reach in order to create targeted and valuable brand content that delivers on strategic objectives.