6 expert best practices for effective content writing
Afoma Umesi
GatherContent Contributor, Writer
Content writing is inextricably linked to marketing—after all, it's the foundation of content marketing. If you want your content marketing to be effective, you’ll need strong writing to nail your message and connect with your audience. We’ll examine what content writing encompasses and why it matters to your marketing. We'll also highlight experts' most beneficial content writing practices.
Content writing is producing written information for an online audience. It often involves in-depth research, articulating thoughts and ideas in writing, and editing content for improved clarity.
Content writing serves various purposes like marketing, education, and entertainment. In the B2B industry, it often has a strong commercial purpose. Research by the Content Marketing Institute shows that marketers consistently use content marketing to generate leads and boost revenue with increasing success.
B2B marketers are increasingly successful when generating leads via content marketing
While long-form content most readily comes to mind, there are different types of content. These include video scripts, case studies, white papers, infographics, and press releases.
Sometimes, content writing also includes social media posts and emails, depending on your content marketing team structure.
The importance of great content writing
When done well, content writing has several beneficial effects on your business. Here are a few benefits of investing in high-quality content:
Build brand awareness: According to Hubspot, marketers report that generating brand awareness is one of the top three benefits of investing in content marketing. Publishing well-written content is an easy way to showcase your brand’s voice, personality, and the benefits you offer your audience.
Generate leads: Often, brand awareness is a precursor to lead generation. Choosing effective content distribution channels like social media and search engine optimization (SEO) increases your chances of reaching your target audience and piquing the interest of potential customers. Remember, to reap the benefits of SEO content, you’ll need to invest in detailed keyword research.
Drive conversions: Ultimately, most content marketing aims to sell—and great content sells. After all, 60% of marketers measure the success of their marketing by the number of conversions. More marketers continue to invest in content marketing which leads to more conversions.
Build community: Creating valuable educational content fosters customer trust and loyalty to your brand. Content builds community by incorporating user-generated content into your content strategy. Sharing how your customers use your product makes them feel appreciated and inspires fellow users.
Content writing best practices as told by experts
Not all content writing makes for great content. If you want to elevate your content, you'll want to take notes on these six content writing best practices. They're backed by expert writers, editors, and content marketers in a variety of industries.
Make it actionable
Content is most useful when readers (and potential customers) can easily see ways to implement your tips or fit your product into their lives. This means your content should be actionable.
Whether you’re writing a how-to article or a product round-up, you can make it practical for your audience by adding examples to illustrate your advice. Include tips they can use, and don't just dwell on theoretical points.
To make content more actionable, Katheriin Liibert, Head of Marketing at Woola recommends that content writers “end key sections of the content with a ‘How you can implement this today’ or ‘How to make it work for you’ bullet. This highlights the actionable part and forces you to frame the practical takeaway in a short, summed up way.”
Think about readability
Regardless of how actionable your content is, readers can be put off if the text is hard to scan. This is especially true for B2B audiences.
Will Yang, Head of Growth at Instrumentl says, “B2B audiences are often time-strapped, so getting your point across quickly and efficiently is essential. Use short sentences and paragraphs, and avoid jargon or overly technical language.”
Long walls of text, jargon, and poor heading structure can cause your website visitors to exit your web pages as quickly as they land on them.
Some quick tips to improve readability include:
Write shorter paragraphs and sentences where possible
Break up long sections of text with images or bullet lists
Use headings generously to introduce readers to new sections
Be mindful of your audience’s understanding level of industry jargon
If readability proves challenging, consider hiring an editor to help refine your text. Additionally, David Wurst, founder of WebCitz, recommends using AI tools like Hemingway Editor or Grammarly to determine your readability score.
Incorporate third-party insights
Marketers and readers tend to distrust search engines and the identical content on their results pages. That’s why 40% of Gen Z users reportedly rely on Instagram and TikTok for credible information, not Google.
If you want your content to stand out from the cloned content online, you’ll need something extra: quotes from reputable third parties. These could be subject matter experts or team members who contribute insights to your piece.
Liibert agrees. She says, “Always include quotes, tips, context from ‘real people,’ ideally someone who fits your target audience. If possible, ask for these quotes, tips, and context over a quick call. People often make things simpler when they speak, and the call gives you a chance to ask additional questions that dig a bit deeper and can reveal some gems!
Research outside the box
While few things are completely unique at this point, it’s still possible to create refreshingly original content.
If everyone regurgitates the same information from page one of search engine results pages, it means you’ll need to look elsewhere to create fresh, engaging content. This requires unconventional research practices.
Wurst recommends that marketers “Ditch the first page of Google. Try looking for information from credible sites on the second or third pages and Reddit.”
Forums like Reddit and Quora can be invaluable sources for credible first-hand information. You can also glean insights from marketing podcasts, books, and YouTube videos. These methods may be slightly more time-consuming than reading the first three articles on search engine results, but the process is worth it.
Use strong CTAs
When readers reach the end of your blog posts, white papers, and case studies, don’t miss the chance to add a call-to-action (CTA).
CTAs don’t always have to be sales-focused, but they should invite your audience to take a step forward in their buyer journey. Whether it’s signing up for your newsletter, watching a video, reading related content, or downloading an asset—don’t waste their attention.
Yang highlights that the main goal of adding a CTA is to make it easy for your audience to take the next step. Think carefully about your marketing goals, and use a CTA that moves the needle (and your lead) to the next step.
Serve your audience first
In content marketing, your audience is your true north. If all your activities serve your audience, you have a greater chance of success.
Planning website content? Think about what your audience needs. Brainstorming which content channels to try? Revisit your audience persona and see where your audience hangs out.
"Incorporate the Pareto Principle in your content. Essentially, the concept of the Pareto Principle is to circle 80% of your content around your audience while the remaining 20% is reserved for business promotion. Create content that focuses on informing and educating the audience in a valuable way."
As you work on providing value, be sure to evaluate what’s working and what’s not. Then, prioritize the effective strategies.
5 top content writing examples worth emulating
We’ve rounded up five content writing examples to bring our best practices to life.
Wynter: "The Definitive Guide to Message Testing"
The writer includes a screenshot showing a heat map to help readers understand faster
This Wynter article wins points for being super actionable. In establishing what message testing is, why it’s important, and how to do it, the writer generously uses screenshots, examples, and detailed step-by-step explanations.
Float: "How to Optimize Your Workstation for Focused Work"
Plenty of negative space and the use of quotes makes for better readability on the Float blog
This piece on the Float blog does a great job of being highly readable with plenty of bullet points and visuals. It also includes quotes from interviewees, which break up the text nicely and make scanning easier.
Klaviyo: "Mixtiles Case Study"
Klaviyo uses data to build credibility and images to make content visually inetersting
Klaviyo’s case study is rich with images, data snapshots and screenshots that bring it to life. But best of all, at the bottom of the case study page, there’s a CTA asking readers to sign up for Klaviyo’s newsletter.
Smartling: "15 Tips to Boost App Downloads in New Markets"
An example of well-researched, authoritative content from Smartling
This post on the Smartling blog is well-researched and includes plenty of relevant statistics, examples, expert quotes, and screenshots to make the tips more practical than the average listicle.
Asana: "How to Reduce Video Meeting Stress with Science"
An example of how Asana makes a research-heavy piece reader-friendly
Another well-researched piece of content, this article on the Asana blog, includes helpful research references that bring a new perspective to an often-explored topic. The article uses short paragraphs and bold subheadings to improve readability.
Take your content up a notch with GatherContent
Content writing is no walk in the park, especially if you want to create good content that satisfies the most important marketing metrics. Whether you’re working with an in-house team or freelance writers, you’ll need to stay organized to plan and produce high-quality content.
That’s where GatherContent comes in. We’re an all-in-one content marketing platform for planning, creating, reviewing, collaborating, and publishing online content. Whether you’re building an editorial calendar (access our calendar template) or delegating responsibilities to your team, GatherContent is your one-stop hub.
Good to Know: Sign up to our newsletter for more actionable tips on owning content production, honing your writing skills, and creating helpful content for your audience.
What is content writing?
Content writing is producing written information for an online audience. It often involves in-depth research, articulating thoughts and ideas in writing, and editing content for improved clarity.
Content writing serves various purposes like marketing, education, and entertainment. In the B2B industry, it often has a strong commercial purpose. Research by the Content Marketing Institute shows that marketers consistently use content marketing to generate leads and boost revenue with increasing success.
B2B marketers are increasingly successful when generating leads via content marketing
While long-form content most readily comes to mind, there are different types of content. These include video scripts, case studies, white papers, infographics, and press releases.
Sometimes, content writing also includes social media posts and emails, depending on your content marketing team structure.
The importance of great content writing
When done well, content writing has several beneficial effects on your business. Here are a few benefits of investing in high-quality content:
Build brand awareness: According to Hubspot, marketers report that generating brand awareness is one of the top three benefits of investing in content marketing. Publishing well-written content is an easy way to showcase your brand’s voice, personality, and the benefits you offer your audience.
Generate leads: Often, brand awareness is a precursor to lead generation. Choosing effective content distribution channels like social media and search engine optimization (SEO) increases your chances of reaching your target audience and piquing the interest of potential customers. Remember, to reap the benefits of SEO content, you’ll need to invest in detailed keyword research.
Drive conversions: Ultimately, most content marketing aims to sell—and great content sells. After all, 60% of marketers measure the success of their marketing by the number of conversions. More marketers continue to invest in content marketing which leads to more conversions.
Build community: Creating valuable educational content fosters customer trust and loyalty to your brand. Content builds community by incorporating user-generated content into your content strategy. Sharing how your customers use your product makes them feel appreciated and inspires fellow users.
Content writing best practices as told by experts
Not all content writing makes for great content. If you want to elevate your content, you'll want to take notes on these six content writing best practices. They're backed by expert writers, editors, and content marketers in a variety of industries.
Make it actionable
Content is most useful when readers (and potential customers) can easily see ways to implement your tips or fit your product into their lives. This means your content should be actionable.
Whether you’re writing a how-to article or a product round-up, you can make it practical for your audience by adding examples to illustrate your advice. Include tips they can use, and don't just dwell on theoretical points.
To make content more actionable, Katheriin Liibert, Head of Marketing at Woola recommends that content writers “end key sections of the content with a ‘How you can implement this today’ or ‘How to make it work for you’ bullet. This highlights the actionable part and forces you to frame the practical takeaway in a short, summed up way.”
Think about readability
Regardless of how actionable your content is, readers can be put off if the text is hard to scan. This is especially true for B2B audiences.
Will Yang, Head of Growth at Instrumentl says, “B2B audiences are often time-strapped, so getting your point across quickly and efficiently is essential. Use short sentences and paragraphs, and avoid jargon or overly technical language.”
Long walls of text, jargon, and poor heading structure can cause your website visitors to exit your web pages as quickly as they land on them.
Some quick tips to improve readability include:
Write shorter paragraphs and sentences where possible
Break up long sections of text with images or bullet lists
Use headings generously to introduce readers to new sections
Be mindful of your audience’s understanding level of industry jargon
If readability proves challenging, consider hiring an editor to help refine your text. Additionally, David Wurst, founder of WebCitz, recommends using AI tools like Hemingway Editor or Grammarly to determine your readability score.
Incorporate third-party insights
Marketers and readers tend to distrust search engines and the identical content on their results pages. That’s why 40% of Gen Z users reportedly rely on Instagram and TikTok for credible information, not Google.
If you want your content to stand out from the cloned content online, you’ll need something extra: quotes from reputable third parties. These could be subject matter experts or team members who contribute insights to your piece.
Liibert agrees. She says, “Always include quotes, tips, context from ‘real people,’ ideally someone who fits your target audience. If possible, ask for these quotes, tips, and context over a quick call. People often make things simpler when they speak, and the call gives you a chance to ask additional questions that dig a bit deeper and can reveal some gems!
Research outside the box
While few things are completely unique at this point, it’s still possible to create refreshingly original content.
If everyone regurgitates the same information from page one of search engine results pages, it means you’ll need to look elsewhere to create fresh, engaging content. This requires unconventional research practices.
Wurst recommends that marketers “Ditch the first page of Google. Try looking for information from credible sites on the second or third pages and Reddit.”
Forums like Reddit and Quora can be invaluable sources for credible first-hand information. You can also glean insights from marketing podcasts, books, and YouTube videos. These methods may be slightly more time-consuming than reading the first three articles on search engine results, but the process is worth it.
Use strong CTAs
When readers reach the end of your blog posts, white papers, and case studies, don’t miss the chance to add a call-to-action (CTA).
CTAs don’t always have to be sales-focused, but they should invite your audience to take a step forward in their buyer journey. Whether it’s signing up for your newsletter, watching a video, reading related content, or downloading an asset—don’t waste their attention.
Yang highlights that the main goal of adding a CTA is to make it easy for your audience to take the next step. Think carefully about your marketing goals, and use a CTA that moves the needle (and your lead) to the next step.
Serve your audience first
In content marketing, your audience is your true north. If all your activities serve your audience, you have a greater chance of success.
Planning website content? Think about what your audience needs. Brainstorming which content channels to try? Revisit your audience persona and see where your audience hangs out.
"Incorporate the Pareto Principle in your content. Essentially, the concept of the Pareto Principle is to circle 80% of your content around your audience while the remaining 20% is reserved for business promotion. Create content that focuses on informing and educating the audience in a valuable way."
As you work on providing value, be sure to evaluate what’s working and what’s not. Then, prioritize the effective strategies.
5 top content writing examples worth emulating
We’ve rounded up five content writing examples to bring our best practices to life.
Wynter: "The Definitive Guide to Message Testing"
The writer includes a screenshot showing a heat map to help readers understand faster
This Wynter article wins points for being super actionable. In establishing what message testing is, why it’s important, and how to do it, the writer generously uses screenshots, examples, and detailed step-by-step explanations.
Float: "How to Optimize Your Workstation for Focused Work"
Plenty of negative space and the use of quotes makes for better readability on the Float blog
This piece on the Float blog does a great job of being highly readable with plenty of bullet points and visuals. It also includes quotes from interviewees, which break up the text nicely and make scanning easier.
Klaviyo: "Mixtiles Case Study"
Klaviyo uses data to build credibility and images to make content visually inetersting
Klaviyo’s case study is rich with images, data snapshots and screenshots that bring it to life. But best of all, at the bottom of the case study page, there’s a CTA asking readers to sign up for Klaviyo’s newsletter.
Smartling: "15 Tips to Boost App Downloads in New Markets"
An example of well-researched, authoritative content from Smartling
This post on the Smartling blog is well-researched and includes plenty of relevant statistics, examples, expert quotes, and screenshots to make the tips more practical than the average listicle.
Asana: "How to Reduce Video Meeting Stress with Science"
An example of how Asana makes a research-heavy piece reader-friendly
Another well-researched piece of content, this article on the Asana blog, includes helpful research references that bring a new perspective to an often-explored topic. The article uses short paragraphs and bold subheadings to improve readability.
Take your content up a notch with GatherContent
Content writing is no walk in the park, especially if you want to create good content that satisfies the most important marketing metrics. Whether you’re working with an in-house team or freelance writers, you’ll need to stay organized to plan and produce high-quality content.
That’s where GatherContent comes in. We’re an all-in-one content marketing platform for planning, creating, reviewing, collaborating, and publishing online content. Whether you’re building an editorial calendar (access our calendar template) or delegating responsibilities to your team, GatherContent is your one-stop hub.
Good to Know: Sign up to our newsletter for more actionable tips on owning content production, honing your writing skills, and creating helpful content for your audience.
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