Originally published August 25, 2022 , updated on July 25, 2024

The world has gone digital. Business owners need to adapt to the changing digital landscape and information needs of their target audience. Marketing has been around for decades, but users have become more sophisticated. Search engine algorithms have also changed over the years.

To stay competitive, business owners need to partner with a professional content writing service. These services help you to maintain the best SEO practices. They deliver content that matches search engine requirements and user expectations.

In this article, we look at the five essential online writing and copywriting skills for business owners in 2022. This will show you why partnering with the right content writing company will benefit your business.

The Best Content Writing Services Focus on the User’s Needs

The online marketing game has changed significantly over the years. Today, it’s more about the customer and less about the company. It’s about what the customer wants to know and not about your history and superficial copy.

Business owners need to understand the customer’s information needs. It seems straightforward, but understanding the difference between the B2B and B2C buyer’s journey is important. Time spent on creating the buyer persona and creating copy that meets the information needs of the particular buyer rewards with traffic, loyalty, and sales conversions.

You’ll end up writing copy for a general market if you don’t have insight into your client’s information needs. The result – you’ll miss the point. Instead, should look for a professional content writing service focused on meeting the information needs of your customer.

You need information that answers the user’s query. With such content, you’ll hit home with Google and your readers. This will translate into a long-term trust relationship and improved brand credibility. 

You need content writing services providers with a deep understanding of your industry and your particular target audience. The writers should conduct audience, information trends, and industry research before putting pen to paper.

Armed with the necessary knowledge, they can adapt the writing style, voice, and tone to match the brand and target audience. This will also ensure the right format of content delivery according to the information channel they use.

The Best Content Writing Services Diversify and Repurpose

Blog posts alone don’t do the trick. The B2B users in 2022 want diversification. At least 75% of the B2B respondents in the Demand Gen Survey indicated their willingness to share company and personal information in return for access to a white paper. Since you want qualified leads, having an incentive like a white paper is useful for building your leads database.

At the same time, case studies, eBooks, podcasts, graphs, videos, infographics, press releases, and social media posts drive traffic and interest. The ability to create content in a range of formats is essential to meet the information demands of users in 2022.

A Professional Content Writing Service Delivers Personalised Content

As a business owner, it’s easy to fall into the trap of speaking to a crowd. The problem is that you cannot keep the user’s attention if you speak to the masses.

In the B2B marketing world, where your buyers receive hundreds of emails daily, getting past the filters is challenging. According to the statistics at Instapage, personalised emails boast 29% higher unique open and read rates than non-personalised ones.

You have to make sure the executives read the emails. That’s why the marketing company researches your target audience. They personalise the subject lines and the messages for better opening rates.

The same holds true for the website. Users are more likely to share personalised posts because these have a positive effect on their perception of your brand.

Through personalisation, you can segment the target audience to deliver information that’s relevant to the specific interests and needs of your readers.

A Professional Content Writing Service Crafts Quality Copy

This brings us back to the aforementioned skill—to adapt to the user’s voice and information needs. But to do so, you need skilled writers and editors able to generate in-depth and informative pieces.

That said, even the most informative piece loses credibility with grammar and spelling mistakes. Also, inaccurate information or outdated statistics don’t do much for your credibility. The ability to craft compelling, accurate, and error-free copy remains one of the most important skills for business writers in 2022.

Professional Content Agencies Understand SEO

True, businesses need to create copy to match the information needs of their buyers. But equally true – they must understand the basics of SEO. Even if the article is well-researched and on-target, if not optimised to meet search intent, the audience might never get the chance to read it.

So, an essential skill for 2022 is the ability to craft copy that matches the information needs of the audience while also getting search engine placement.

Using an SEO content writing services company ensures that your copy meets the requirements of both search engines and users. The writers can craft copy according to best practices, with the following included:

• Create attention-grabbing and SEO-ready headlines: They create headlines with high SEO scores, which answer the queries of the target audience. The ideal headline length average is between 40 and 60 characters with 7 to 10 words.
• Add meta titles and descriptions: Although the meta titles don’t do much for SEO, the titles and descriptions help to clarify the focus of the articles. The best practice for meta description is between 120 and 140 characters. The meta addition can lead to almost 6% more traffic, according to Backlinko. Also, according to them, title tags with power words seem to have a lower click-through rate. But the inclusion of emotional words helps to improve the click-through rate.

Optimisations and Elements

• Optimise copy with keywords: Craft a fifth of copy for topics trending in your industry and the rest for evergreen industry topics. Skilled SEO writing teams use tools like Google’s Keyword Planner and Google Trends to find trending and evergreen topics with relevant keywords.
• Optimise headers for higher SEO value and click-through rates: Headers help search engines determine keyword importance and make logical crawling easier. The writers also include headers to break up large chunks of text and help the reader scan through the information.
• Add visual elements: Infographics, images, and videos help to break up text and make it easier to understand difficult concepts. SEO content writing companies typically have a team of designers and writers able to include visuals that add value and lead to higher share rates.
• Add internal and external links: The links help the search engines to determine priority and flow. Links also help the user navigate to the next level or related information, which improves the overall user experience.

Wrapping Up

The competition for search engine and user attention is ever-increasing. The world is moving towards the digital landscape as the main business platform for communication. So if you want to stay in the race, you need content creation skills that include the ability to:

• Focus on the user’s needs
• Craft quality and error-free copy
• Diversify format delivery
• Personalise information delivery
• Optimise for best SEO results.

It’s challenging at best. But partnering with Goodman Lantern gives you access to the best content writing services and skills that are in demand in 2022. Let’s connect to get you started.

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