Why is written content
important in 2021?

Does written content have a future in 2021? Are blogs, whitepapers, research oriented articles and other forms of written content, now obsolete? There isn’t a need to fear, in fact it is quite the opposite. The pandemic pushed us all indoors, most of us are still working from home. Our commercial activities too have gone the contactless route. This is the time when most brands too are seeing the need to invest in content. This is why written content is still relevant in 2021 and beyond.

Writing to help boost brand awareness

Selling new products is a slow, time consuming process. How written content helps here, is that it helps sell the ‘idea’ of that product or service. For instance air-fryers are an excellent way to cook. How they work however is a mystery. In this instance, before actually selling an air-fryer, content helps accelerate the ‘need’ for the product, by talking about how an air-fryer cooks with little to no oil, is healthier and makes potential consumers want the product, for reasons of health, economy and taste. Building brand awareness is still the best way to score volumes in sales. Therefore blogs, whitepapers, research articles, recipes and other sources of written content are an active part of brand awareness exercises.

Writing as a means of building authority

Written content is an excellent method of building authority. Whatever the sector in which a company, brand or individual may operate in, expertise is always the key. Knowledge is power and well written content is the method by which one (an individual, company or organization) can choose to demonstrate said authority. Take for instance insurance; a field that is brimming with information. From the legality of an insurance product, to its necessity, there remains a lot that is still a mystery to the common public. When an insurance company then, needs to attract consumers, it has to put out simple, understandable and consumable written content. This is true for other sectors as well, from banking and finance, to electronics automobiles, technology and even mutual funds. Whatever the sector, when it comes to building authority, few tools in the marketing tool belt are as useful and as potent as written content.

Written content helps build up desirability in search

Search engines have gone from being science fiction, to becoming the most used tools on the internet. The way search works is simple. Crawlers that are programs developed by the engine, scour the website for keywords that are linked to user intent. The more readable, reliable and strategically keyword laced ones website, the higher they rank on the search. Written content is therefore vital as the words, phrases and content in general are the three things in the search programs criteria. Well researched, phrased and written content therefore is the backbone of a good website. The best websites in the world are therefore immediate clientele, for written content. With most of the world on the web, written content therefore isn’t going away anytime soon.

Writing helps boost shareability

Good content informs, entertains, provokes thought, moves people to contemplate and most of all prompts people to share it. All this means that if your brand wants to engage with people, it will have to be through its content. Whether it be a well written blog post, a thought-provoking infographic, an interesting press release or simply good social media content; on a blank sheet of digital foolscap is still where it is born. What we mean to say is that writing is still tops when it comes to creating shareable content.

Writing helps build links

Building links is one of the most important functions of Search Engine Optimization.What link building means is that if the content on your site is well researched, simple to understand and essential to your product category, over time, people will mention it as well as quote your webpage on other sites. This is where a backward link, connecting to your site and particularly to the relevant page is built. This process enables direct traffic to your website in the long-run.

Writing helps in customer retention

Remember that the aim of written content alongside brand building is to demonstrate authority and preference. All these three are vital in ensuring brand awareness and overall in retaining customers. Ensuring that they have the same customer come back to them again and again. Think about why you buy from a particular brand, site or organization again and again. Chances are that their content has a significant role in your loyalty. Whether it is the simplicity in which a particular product is described, or it is the way in which you interacted with a social media post, or something that came recommended to you by a friend, by means of shared content. Content and especially written content is therefore very important in helping retain customers.

In Conclusion

Written content has the power to build your brand from the ground up and as such make it an institution that is valued, respected and above all retains customers. At Beard Bros, we pride ourselves on creating convincing content that helps brands build awareness, authority and deliver conversions. If you’re in the market for a content refresh, do drop us a line on [email protected] and we’ll be super happy to hook you up