The Epic Guide To Content Writing Techniques In Marketing

Content writing isn’t as easy as it seems.

At first glance, it seems that having a good command of the given language is sufficient; After all, it’s simply just writing, right?

Before you start typing, ask yourself this question:

What exactly is content writing?

First and foremost, marketing, amongst its many facets, encompasses a variety of aspects, one of which is content writing. As a marketing tool, content writing aims to bridge the gap between the brand and its consumers. 

The objective? To demonstrate expertise on the allocated topic, highlight the brand’s unique selling points and ultimately, influence consumers’ purchase habits.

Therefore, content writing isn’t purely a string of words fluffed up via an extensive use of vocabulary. The intricacies that lie under a well-written piece of content involves an in-depth understanding of its technicalities, consisting of an amalgamation of creativity, research and effective content writing techniques.

How does one apply these techniques? What are some of the ways to enchant and dazzle your audiences?

Are you ready to uncover these intricacies? 

Structure your writing

The fundamental structure of any article is vital for every content writer. Just like the map to a pirate’s treasure, a good content structure helps the writer to establish their message with clarity.

The skeletal structure of an article generally consists of:

The headline

• Capture their attention
• Answer critical questions
• Add a number to your title
  

An introduction

• Captivate them with an enticing opening sentence
• Compose an alluring introduction
  

The main body

• Plan an effective structure
• Utilise headers and subheaders
  

A conclusion 

• Ending off with an inspiring conclusion
• Focus on the essence
• Include a call to action (CTA)

Enchant your readers with vivid eloquence: 

• Utilising descriptive vocabulary
• Cliff hanging sentences
• Utilise metaphors
• Incorporate conversation 

Avoid the common issues that writers face by employing the following techniques:

• Give the reader a reason to read on
• Transition effortlessly
• Compose a smooth melody

The Headline

One, the headline is the first impression – a make or break moment. So make sure that your headline is as spellbinding and as alluring as it can be.

Two, it summarises your article, hence, to prevent audiences from bouncing, ensure that your headline is sufficiently relevant.

Three, an effective headline drives increased traffic to your website or social media. This sends a positive signal to the algorithm allowing you to reach more audiences by increasing your ranking. 

Technique 1: Capture their attention

Amongst the immense ocean of articles available, surely you’d want to ensure that your article stands out from the others. How can you do so though? One way is to use a captivating headline to capture the attention of potential readers.
Incorporate urgency, utilise statistics and highlight credibility. For example, words such as ‘crucial’, ‘essential’, ‘indispensable’ all allude to a sense of importance. Compare the following headlines:

‘People skills that influential leaders use’ versus ‘Crucial people skills that influential leaders use’.

Which is likely able to better capture attention? 

Technique 2: Answer critical questions

Perhaps it is psychological. Yet, at the same time, knowing the right words, numbers and angles can take your headline, article and business further.

Vying for that much-needed attention in the sea of noise can be onerous.
Often, a burning question is also effective in intriguing the audience, adding to more clicks and a higher CTR (Click-through rate), take the titles below for instance:

• Imagining the future: What would Singapore be like in 2030 – Straits Times
• Are You A Future-Ready Leader? – Forbes 
• How Do You Define Success? – Psychology Today 

SEO Tip: To ensure that your meta titles do not truncate on popular search engines such as Google, keep in mind that you should limit its length to 60 characters.

Technique 3: Add a number to your title

Maybe you’ll like a simpler format for your next article. 

Listicles can be your next-to-go option: They provide readers with a variety of points compressed into a format that’s straightforward and simple. This structure is extremely popular amongst websites such as Buzzfeed. The reason? This title format has been proven to be effective in driving up click-through rates (CTRs), meaning that you can generate more website visitors.

Between an article that says ‘Top Travel Destinations You Have To Visit’ versus a title highlighting the ‘Top 10 Travel Destinations You Have To Visit’, which headline would likely be more enticing and/ or easier to consume for readers? 

An introduction that captivates readers

The introduction acts as an overview of the article. It establishes the article’s main objectives and provides essential background information relating to the topic.  

How your headline is phrased can be a complete gamechanger. Be mindful that mundane, irrelevant and misconstrued headlines can all contribute to boring the reader!

Since this is the first segment that your audiences will be exposed to, make sure you give readers a compelling reason why your article is worth their time, effort and energy. 

Technique 4: Captivate them with an enticing opening sentence

What is a good opening sentence?

A good opening sentence hooks your reader, intensifies their wildest imaginations and effortlessly commands undying attention. After all, the potential reader, if uninterested in your opening, could simply bounce off immediately.

Take for example:

‘It was a pleasure to burn.’ (Fahrenheit 451 by Ray Bradbury).

An instant cliffhanger with unanswered questions packed into one sentence certainly entices the reader. Burn what? Why is burning associated with pleasure? 
Or this famous opener:

‘Mr. and Mrs. Dursley of number four, Privet Drive, were proud to say that they were perfectly normal, thank you very much.’ (Harry Potter And The Philosopher’s Stone by J.K. Rowling).

Are the Dursleys really normal? Why do they need such validation? The use of ‘normal’, coupled with ‘thank you very much’, easily acquires the attention of the curious reader.

Technique 5: Compose an alluring introduction

You’ve got them hooked on the headline and clicking into your website.

So now what?

How do you get the reader to start reading and stop scanning? After all, they’re not yet fully committed to your article.

Don’t worry, we’ve got you covered!

See what we did there? A compelling introduction designed to win over your reader’s commitment is the next important step.

Show empathy, be persuasive and most importantly make them feel like they’re the centre of your attention, even if it’s just for a fleeting moment!

Telling a story or striking a conversation through your writing are some ways to make your introduction simply irresistible!

The Body

While the structure of your article serves as the skeleton, maintaining an orderly framework for your readers, the body too has its own purpose – It is where you give substance to the life force of your writing.

An uninteresting body also turns away eager audiences, disappointing each excited reader who was only moments ago turned on by the prospect of a stellar introduction. 

Therefore, your article body should never be just a pile of boredom. 
Add substance, meaning, clarity and excitement. Most importantly, don’t forget to remain factual even in the face of adverse competition! 

Technique 6: Plan an effective structure

Think about your objective, your goals and the aims that you’re striving to achieve. Are you trying to convey an idea, tell a story or convert more customers?

Regardless of your goal, having a clear structure is the vital essence of any article. How do you structure your paragraphs so that your content flows seamlessly like a river?

If you’re writing about certain technical topics for a general audience, it might not be wise to dive right in or you might scare away most people.

Consider the reading level of your audience. Are there areas that would first require a detailed explanation? Placing basic and easy to understand content in front works wonders in minimising the chances of losing a reader’s attention.

Certain topics may seem easy, yet, not everyone reading your content is a subject matter expert. So, define, clarify and describe before you dive deep. 

Technique 7: Utilise headers and subheaders

While a headline provides the basis of the entire article, subheaders can be skillfully placed to label different segments. Not only can subheaders clarify each area, they can help to enhance your website’s organic presence on search engines, since utilising headers is a best practice for search engine optimisation (SEO).

SEO Tip: Make sure that your subheaders include the SEO keywords that you’d like to focus on to ensure that your article is optimised for search. Of course, don’t spam or overstuff keywords as this can be counterintuitive, sending a negative signal to the algorithm.

The conclusion

After a scrumptious main course, patrons should be pampered with a satisfying dessert. Conversely, you don’t want to leave your readers feeling underwhelmed after coming to the end of your article.

Are you trying to get people to take action such as make a purchase or enquire with your business? Maybe you want to conclude with a poignant statement, leaving your ideas etched in the mindstream of your readers long after.

Regardless of your goals, an ending that’s eloquently delivered makes a huge difference, and a conclusion that leaves an imprint on readers maximises the impact of your article.

Technique 8: Ending off with an inspiring conclusion

You have created a masterpiece. It’s time to seal the deal by ending off with a memorable ending that’ll leave a lasting impression on your readers. 

Consider these factors when writing your conclusion: How would your readers feel after reading your article? Are you leaving the reader with a broader perception? Were you able to convince the reader to take action?

An inspiring ending relies on empathy and genuine connection. Give them a pep talk. Perk them up with vigour, zest and enthusiasm. It’s not difficult to uplift others.

After all, what’s the point of creating your magnum opus only to leave the reader dry and uninspired? 

Technique 9: Focus on the essence

How do you put into writing the essence of your article? This comes first by focusing on the crucial factors that summate the points you’re endeavouring to deliver. 
Visualise the words that make up your main message. It’s time to cut the noise and detours.

Content writing is about making a statement. Content writing is about sharing an idea. Content writing is about inspiring the masses.

How meaningless would it be if you were to craft content that’s drier than the Sahara desert? Imagine sitting in front of your computer for hours, only to create lacklustre articles. 

Sizzle in the spices. Don’t hold back on the flavours. After all, life is short but it doesn’t have to be meaningless.

It’s time to create your piece-de-resistance. Are you ready to ignite transformation?

Technique 10: Include a call to action (CTA)

Remember, your readers are giving your page precious attention for a variety of reasons: They may be reading out of curiosity or looking for answers or tutorials. If you’re writing for your own brand, what sort of takeaways do you want to deliver?

Add a call to action at the end of your article. Call on your readers and convert them into actual customers if you are a business. Link readers to the next level, whether it’s a contact us page, product or the next part of your website funnel.

Reach out to us if you’re looking to engage a team of professional writers!

Enchant your readers with vivid eloquence

Now that you have a compelling structure, an alluring introduction and an epic conclusion, what else can we implement to ensure that our readers are engaged with every step of the article?

The secret lies with a blend of vibrant and colourful adventure. Weave techniques that can enchant, allure, mesmerise, seduce and dazzle. Sprinkle the condiments and harmonise the rhythm. Take the reader on a picturesque rollercoaster. 

Technique 11: Utilise descriptive words

A dish without seasoning tends to be unpalatable. A bland article is like fries without salt or coffee without sugar. Sure these are metaphors, but the essence lies in creating the perfect blend of aromatic flavours.

An overuse of repetitive words is like curry without spices. Bland and un-nutritious.

Think about the countless ocean of mundane words flooding the blogosphere. Overusing the same prosaic expressions wouldn’t trigger a momentous reading experience. Unless you’re writing a textbook or a research journal, consider taking the reader away from the humdrum and monotonous.

Instead of saying ‘fast’, try saying ‘agile’, ‘swift’ or ‘nimble’. 

Rather than happy, use ‘jubilant’, ‘ecstatic’ or ‘joyous’.

Embellish your content with embroidery and add a dash of flavour. Incorporate a blend of illustrative descriptions to make your story evocative and eminent. 

Technique 12: Cliff hanging sentences

An excellent television series leaves us on the edge of our seats especially during a cliffhanger. Fans would start forming their own theories and start talking about the possibilities while actively anticipating the next season.

This concept in writing is similar although its intervals are also shorter. With writing cliffhangers, the goals are simple: build suspense, stir curiosity and entice the reader to read further.

“Cliffhangers are simple, easy and effective, and the secret lies in knowing the correct methods of application.“

The above paragraph was one example. What are the correct methods of application? What is this secret knowledge that’s easy and simple? The suspense leaves intrigued readers who resonate with these questions wanting the answer.

What about cliffhangers on business or even sales pages? Isn’t it more suitable for blog articles, fiction and novels? Indeed, leveraging cliffhanging principles on business pages can seem abstruse to master, yet implementing these techniques are entirely possible if properly executed.

Take the example below with another of our article:

“B2B Lead Generation – How We Maximized Leads by 300%“

By incorporating cliffhangers into our article title, we are able to ignite curiosity amongst our readers. How did we maximise leads by 300%? Of course, whether your cliffhanger works also depends on the interests of your reader.

To us, our readers are crystal clear, they have always been business owners and marketers. Anyone outside of these categories would probably not be interested in the above, versus for example, B2B business leaders looking to maximise enquiries for their business. 

Technique 13: Utilise metaphors

A thousand words make a picture. By using metaphors in your writing, you are essentially illustrating the story for your reader.

What is a metaphor?

A metaphor describes an object or action figuratively using words and descriptions that cannot be applied literally.

Through leveraging metaphors, you’re providing your audience additional layers, adding taste and flavour by spicing up your writing. Metaphors allow you to plant vivid imagery into your readers’ mindstream and dazzle them beyond mere words.

Wouldn’t it be great if your opening paragraph, like a black hole, is able to instantly draw in the attention of your audience? How awesome would it be if your writing can seduce and enchant your readers?

See what we did there? Using words such as “black hole”, “draw in” and “seduce”, the reader is in for a visual storytelling adventure.

To keep your audiences invested, you have to go beyond plain and boring. Allow your readers to visualise your story on a deeper level. It’s kind of like a 2D vs 3D, or black and white vs coloured television. 

Technique 14: Incorporate conversation

What makes communication tick?

Imagine conversing with somebody who keeps talking, not asking about what you think and never allowing you the space to share your opinion. How would that turn out? Would you feel engaged in such a setting?

Content writing is exactly the same thing. So, what do we mean?

Well, most writers write from a one-sided perspective. In most writing, the author is always telling, making reading feel like a one way street.

A conversational tone interjects warmth, humour and that human element we’re so familiar with.

Try sprinkling a little bit of informality. Say, “you’re welcome”, “thank you” and “please”. Address the reader directly “yes you, my darling!”.

Use “shall we?” or “why not” instead of saying “do this.”

Say “I’ll reach out to you asap” instead of “Our team will reach out to you asap.”

Afterall, everyone agrees that a meaningful conversation is better than a one-sided monologue. Don’t we? 

Avoid the common issues that writers face by employing the following techniques

It can be a challenging affair to keep the article seamless and flowing from start to finish. After all, you’ll never know if a reader will drop out in the beginning, middle or the end.

A poorly written article is dull, wearisome and repetitive. And reading a boring article becomes a chore that’s cumbersome and anaemic.

How do you maintain a smooth transition from one paragraph to the next?
Of course, there are content writing techniques that you can implement in order to ensure that smooth buttery writing consistency. 

Technique 15: Give the reader a reason to read on 

Arouse the curiosity of your readers by giving them a reason to read on. Your readers are looking for answers, a solution or possibly excitement. Use descriptive words, motivating statements, smooth transitions but most importantly, ensure that your content has minimal friction.

• Are you using too many weak or redundant words? 
• Do you overpopulate your paragraphs with irrelevant sentences? 
• Is your article impactful and inspiring or lacklustre and superfluous? 
• Are you staying on point or taking your reader onto detour after detour?
  

These are some issues to consider when crafting your article, which is why editing is important. Creating a valuable piece of work is exceptional, yet it takes effort, skill and practice to craft an extraordinary masterpiece.

Technique 16: Transition effortlessly

When you’re travelling on a bumpy road in the countryside, a long journey can feel arduous and tiring.

Reading can feel like travelling and proper transitioning allows your audience to slide through each paragraph with ease.

How does one link the different sentences and paragraphs smoothly?

Consider using transitional words such as “furthermore”, “in contrast” and “essentially”. Regardless if you are trying to connect two sentences or bridge two phrases, these transitional words will definitely assist you in your writing.

For instance,

“Digital marketing is effective indeed, if you know how to apply it.”

Or

“Good writing is hard to come by, and you’ll recognise one the moment you see it.”

Using “if” and “and” allows us to link both parts into one sentence seamlessly.

If you’re transitioning between paragraphs or sentences, stitch things up the following:

• Are you ready? 
• Let’s begin! 
• To clarify
• More importantly
  

Smooth transitions are like a calm sea. After all, how can readers enjoy your writing if reading it feels like a turbulent journey?

Technique 17: Compose a smooth melody

Imagine a musician composing a symphony. How would they keep the melody flowing? Where should they pause exactly? How can they string together a perfect symphony?

It’s not different in the realm of writing. Your sentences should flow as if it’s a melody.

To refine your rhythm for the crowd, you have to read your sentences aloud

Do your sentences feel like they’re missing something or perhaps they sound incomplete? Get a sense of its rhythm and swing. Go for smooth and fluid rather than coarse and wobbly.

Weed out the redundancy and flush away rhythmic inconsistencies.

It’s kind of like poetry.

Final thoughts

Now that you’ve seen some of these content writing techniques, it is time for you to implement them in your writing.

Build your strong foundation and master a variety of these nifty techniques. With a powerful writing arsenal up your sleeve, you’re bound to delight, inspire and captivate.

Looking for a content writing agency?

Contact our content writing team today! Our team of experienced writers will be glad to assist. Feel free to contact us for a non-obligatory cup of tea!