You’ve doubtless heard the phrase “content is king” before. Chances are, you found this article because you already know what it is, and you’re looking for some ways to ante up your content game.
Well, the good news is you’re in the right place because content marketing is rife with more opportunity now than ever before.
We love making video content, but let me tell you, it’s not as easy as it looks to record good, meaningful video material. Not compared to what it takes to research and develop strong written content. That’s why my team and I are getting back to producing more written content, whether that be on platforms like X (Twitter) or LinkedIn.
In this post, I’ll walk you through some of the main observations and benefits I’ve seen that you can implement in your own content.
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Why Focus on Written Content?
Because it’s quick and effective when compared to other types of media.
Now, don’t get the wrong idea. There are too many wrong ways to do written content, but if you build a steady tempo with the frequency of the content you write, mixed with enough quality in what you write, then it’s safe to say that you’ll be doing it right.
Here are a few reasons that written content remains a higher-echelon strategy for marketers:
- Ease of Creation: Unlike video, written content requires less technical preparation (e.g., lighting, editing).
- Immediate Feedback: Social platforms can generate rapid audience interaction, allowing for quick feedback and fast content iteration.
- Scalability: Short and snappy written pieces can be expanded into longer blog posts or repurposed into video content, amplifying their reach.
Understand that written content is only as good as the effort you put into it. Sure, you can produce a bunch of crappy content with AI, but it will severely hamper your results. And now Google is starting to downrank content that is densely AI-produced or of poor quality in general:
That’s why we’re cracking down on our written content. We’re doing this by going back to short-form written content in the mode of social posts, and we’re seeing really strong results from it.
Key Takeaway: Start by focusing on short, impactful written pieces. Use social media feedback to refine and expand your quality content strategy. Whether it’s a tweet that resonates or a brief LinkedIn post, the key is to identify what engages your audience and scale it across channels.
Related Content: Google E-E-A-T: Boosting Content Credibility and SERP Ranking
Leveraging Content Across Platforms
A strategic approach to content involves not just creation but also intelligent distribution. Successful marketers repurpose high-performing written content into videos, blog posts, and even podcast episodes, thereby maximizing reach across platforms like YouTube, Facebook, and Instagram:
Here are a few ways of repurposing content that has worked really well for us:
- Expand on Success: Convert high-engagement tweets into in-depth blog articles or videos.
- Cross-Platform Adaptation: Adapt and repurpose content for different platforms, tailoring the message to the medium (e.g., turning tweets into LinkedIn videos).
- Omnichannel Presence: Ensure a consistent, engaging presence across all relevant platforms, enhancing your brand’s visibility and engagement.
Key Takeaway: Identify your top-performing written content and think creatively about how it can be adapted across different formats and platforms. This not only extends the life of your content but also broadens its appeal to different audience segments.
Related Content: How to Create a High-Performance Content Marketing Strategy for 2024
Organic Reach and Platform Dynamics
The choice of platform plays a crucial role in content strategy. Platforms like X (Twitter) and LinkedIn offer substantial organic reach, making them prime venues for written content:
Marketers with a knack for writing find these platforms especially conducive to building engagement and establishing thought leadership.
Here’s why written content is king when it comes to organic reach:
- Targeted Audiences: Platforms like LinkedIn cater to B2B audiences, while X’s diverse user base offers broad engagement opportunities.
- Engagement Over Time: Consistent posting of quality content can rehabilitate and enhance your algorithmic visibility, increasing organic reach over time.
- Platform-Specific Strategies: Tailoring content to the unique dynamics of each platform can significantly boost engagement and reach.
Key Takeaway: Focus your social media strategies on platforms where your content naturally resonates with the audience. Regular, high-quality postings will gradually increase your visibility and engagement through improved algorithmic reach.
Building Consistency and Quality
The journey towards content mastery is a marathon, not a sprint.
Engaging audiences and building trust requires consistent effort and a commitment to quality. Over time, this dedication pays dividends in the form of increased engagement, stronger brand loyalty, and greater content virality.
Here are some of the core ways that we keep our content consistent and flowing:
- Quality Over Quantity: Invest in creating content that provides real value rather than flooding channels with mediocre posts.
- Audience Engagement: Listen to your audience’s feedback and let that dictate your content plan and evolution.
- Patience and Persistence: Understand that building a loyal audience takes time. Regular, quality content will eventually yield a network effect, amplifying your reach.
- Limited Use of AI: We use AI and it helps speed up so many parts of the content process. But we’re not in the business of having tools like ChatGPT or Deciphr just vomit a bunch of written material everywhere without us fine-tuning it first. With regimented use, AI can be incredibly powerful at helping you produce content at scale without sacrificing quality.
Key Takeaway: Commit to consistently producing high-quality written content. Use audience feedback as a compass to steer your content strategy, and be patient as your efforts gradually build momentum and engagement.
Last Thoughts on Why Written Content Is King
Written content is still really powerful today, and there’s no reason to deviate away from it.
But in order to get the most mileage out of it, you have to put the right amount of time and resources into it. If you focus on creating impactful written pieces, repurposing successful content across channels, and choosing the right platforms for dissemination, you can significantly enhance your digital presence and audience engagement. There’s no bones about it.
With that, I encourage you to prioritize written content (if you aren’t already), as there’s too much to be left on the table if you ignore it.
If you’re ready to start publishing quality content, Single Grain’s content experts can help!👇
For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.
