Top 6 Digital Marketing Skills every Content Writer Should Have

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Full-time or freelance content writers have to work in collaboration with Digital Marketing teams. Thus, as a content writer, you’re expected to have decent knowledge in some specific parts of Digital Marketing.

Having knowledge about Digital Marketing helps you to:

  • Create content that is properly SEO optimized.
  • Collaborate with Digital Marketing teams to develop effective strategies.
  • Gives you an upper-hand over other content writers.

In this article, you’ll come to know about the top digital marketing skills that every content writer should possess to have a flourishing content writing career. So, let’s start.

On-Page SEO

On-Page SEO comprises the writing techniques which help search engines like Google to understand our website content better and rank it for the targeted topic or keywords.

Suppose you want your article to rank on Google for – “How to learn Digital Marketing?”. How will you do it?

People generally don’t type questions in the Google search bar. They type words (or keywords in Digital Marketing language) like – content writing, digital marketing, email marketing, SEO, etc.

How will Google understand that you’re targeting this topic or keyword?

There are some techniques that we use to help Google or any other search engine to understand that we are targeting a specific topic. We call them On-Page SEO techniques.

Examples of some common On-Page SEO techniques:

  • Strategically using the targeted keyword in the headline, URL, introduction, conclusion, and inside the body of the text.
  • Citing resources from your and other websites.
  • Adding relevant images and graphics on the web page.
  • Properly using the LSI keywords.
  • And there are a lot more.

This topic is broad, and we cannot cover it here. So, you can visit this On-Page SEO guide by Backlinko to learn it in detail.

When you are writing blogs for the web, you cannot forget search engines, and you have to use On-Page SEO best practices so that search engines rank your website for relevant keywords.

No matter whether you write blogs, or a website copy, you should always focus on SEO in addition to creating unique and helpful content.

Social Media Marketing (SMM)

The SMM is a process of marketing your products or services by creating informative, intuitive, relatable, and funny content for your customers or prospects through Social media channels like Facebook, Instagram, YouTube, Linkedin, etc.

Social Media has enabled us to stay up-to-date about the latest industry trends, and the events that are going on in the industry.

Content writing is a field where you have to learn and implement new strategies daily.

Today, strategies change overnight, trends fade away within a moment, and new trends appear every day, week, and month. To create fresh quality content regularly, you should be well aware of what’s happening in the industry.

When I was giving my interview for a content writer job in my initial days, my interviewer was more interested to know whether I am aware of the latest trends in the marketing industry.

To do this, join two or three social media channels and follow influencers, top industry pages, and people who are consistent and keep you up to date.

For content writers, I would suggest LinkedIn is the best platform to join. The knowledge and experience that you can gain through this platform are incredible. It’s a platform where professionals connect and share industry insights that you cannot find anywhere else.

Content marketing

Content marketing is about creating content for every stage of the buying journey of the customer, which builds enduring trust and establishes strong authority in the industry.

Today, customers are well informed. Before buying anything, they research it on social media, blogs, or YouTube videos. They listen to other people’s opinions and then only decide to buy any product.

Buying journey is a series of steps that a customer follow before buying any product.

The buying journey of a customer has multiple stages. But to simplify, we classify them into three categories, as shown here:

  1. Awareness – Customers get to know about his problem, and he starts searching for its solution.
  2. Consideration – Customers in this stage are well aware of their problems and are trying to find the best solution.
  3. Decision – The customers decide to buy the product.

To understand these stages better, suppose you want to start your Newsletter. Then here’s how your Google search process will look like.

Awareness Stage 

Initially, you will search for topics like, how to start a newsletter, or which software does famous newsletters use. This is known as the awareness stage. Here you’re trying to define your problem but don’t know how to frame it.

Consideration Stage

Once you know what exactly the problem is, you get more specific with your search like, best tools for starting a newsletter, or HubSpot vs MailChimp, etc. This is the consideration stage. Here you’re trying to find the best way to solve your problem based on other people’s experiences and opinions.

Decision Stage

At last, after a lot of research, suppose if you finally decide to buy a Mailchimp subscription, now you’ll ask questions like Mailchimp pricing, Mailchimp discount, etc. This is the decision stage

Now in this example, did you see how your queries changed according to your knowledge about the topic?

Knowing your customers’ buying journey and creating content for every step of the journey is the purpose of content marketing so that the prospect develops a sense of trust for your brand.

As a content writer, you have to work in collaboration with the marketing teams, and it’s necessary to know about the processes they are undertaking.

You are the one who’ll be writing these blog posts. So, you should know the stage for which you’re writing and customize your content accordingly.

If you are writing for the awareness stage, your content should be beginner-friendly. But, if you’re writing for the decision stage, then you don’t need to explain every nitty-gritty detail.

And, this is how your content will be favorable and helpful for the searcher.

The purpose of every marketing is to sell the product or service that a company has to offer, and so is the case with content marketing, and that’s the reason you need to learn it.

In this article, we have added some best resources to learn content marketing.

Email marketing

We use email marketing to convert our prospects to customers by sending them relevant, helpful, and problem-solving emails.

Email marketing is one of the top choices of marketers because of its unbeatable ROI and affordability compared to other digital marketing channels.

Why is email marketing important for your business?

How brands leverage email marketing:

First of all, the most crucial question is – “Why would anybody give you their email and how would you ask for it?

Let’s see how top brands do it with the help of blogging as a medium.

  1. You search for a topic or problem on Google.
  2. Then you find a relevant blog post which solves your problem.
  3. Somewhere in the middle, you’ll get a message or a pop-up, as shown here.

This message promises you to give something valuable in exchange for your email. Marketers call it a lead magnet. The most common lead magnets are ebooks, white papers, checklists, free courses, etc.

Once they get your email ID, you’ll receive helpful emails, weekly newsletters, offers, and discounts depending on the company’s marketing strategy.

Thus Emails Marketing helps companies in two ways:

  1. Allows them to build relationships with their customers. 
  2. Converts prospects into paying customers.

Content Writer’s Role in Email Marketing

  • Writing attractive lead magnets to get more leads. 
  • Writing emails that their target audience loves to read.
  • Writing headlines that convinces receivers to open the email.
  • Writing copy persuades prospects to buy a product or service a company has to offer. 

Here are some resources that may help you in email marketing:

Keyword Research

In simple terms, Keyword research is a process of finding topics to write blogs or create YouTube videos that are relevant to your business and the customer.

Keywords are the queries that people type in the search engine to get answers to their specific problems.

Types of Search Queries

According to their purpose, search queries can be classified into five categories:

  1. Informational
  2. Navigational 
  3. Transactional
  4. Commercial, and 
  5. Local

Informational Query

This type of query is made to gain some information about a specific topic. Most of the search queries on the Internet are informational.

Navigational Query

The searcher uses this type of query to search for a specific website on Google. It can be Facebook, Content Bliss, Wikipedia, SemRush, etc.

Transactional Query

The purpose of this query is to carry out a specific task, like buying a product or service, etc.

Commercial Query

The purpose of this query is to make a commercial investigation, like Mailchimp vs HubSpot.

Local Query

This query is made to find some information in the local area of the searcher like a coffee shop near me, or a digital marketing agency in Jaipur, etc.

When you are given a task of writing content on a specific topic, then it’s crucial to know the intent of the keyword. You should know why people are searching for this topic on Google, and then you have to write content on that topic.

To understand the intent, type the keyword in the Google search bar and analyze the search results.

Do this process every time you start writing your content, you’ll never make a mistake, and your content will be optimized for a specific Keyword.

Now if you want to know how to find topics to write blogs then visit this guide by Backlinko, it’s comprehensive and beneficial.

Conclusion

You don’t need to be a savvy Digital Marketer to become a content writer. You only need to learn a few Digital Marketing skills that will add more weight to your resume or portfolio.

Don’t settle by becoming just another content writer. Be unique by gaining digital marketing skills and set yourself up for lasting success as content writer.

If you like this article, share it with your colleagues and friends. And if you have any questions, feel free to ask them in the comment section below. Have a good day!

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Harshit is a content writer at Content Bliss. He has experience of three years in web content writing, blogging, and SEO. He crafts the online content strategy for businesses and helps them to apply it affordably. On this blog, he shares helpful information about content creation.

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