If there is one thing we’ve learnt about digital marketing it’s that writing is one recurring theme. We are constantly writing: blog posts, social media updates, SEO, newsletters, press releases and so on. A day in the life of a digital marketing strategist is: researching, writing, analysing, writing, looking for inspiration, writing, and let’s not forget about those 2 o’clock in the morning brain storming sessions, because the best ideas seem to come out after midnight – who needs sleep anyway?
What is the first thing you do when you have a problem? You most probably Google it – because we tend to look for answers and solutions on the internet. We wouldn’t have this convenient solution if people didn’t write. The internet has created a web community where everyone is encouraged to write. For instance, we often check the reviews of a product before purchasing it; or we look up comments about movies before watching them; the same goes for holidays, we research hotel reviews and suggestions of what to do and where to go in the area. Through these reviews – what we like to call the online word of mouth – businesses are promoted organically and trusted. You will notice when visiting a restaurant or a hotel that people are encouraged to review the services and products online. Businesses can therefore monitor the response, understand what does and doesn’t work, and learn how to improve what they offer.
Many businesses target their audience and expand their reach by collaborating with bloggers. They will, for example, sponsor them with products or services, and the bloggers will write about them by either reviewing them or explaining how to use them.
The most important skill to have in marketing is definitely writing. As a brand, you want to communicate a message to your audience and reach out to new customers, and what better way to do that than through writing? Online marketing wouldn’t be effective if it weren’t for the use of written content.
As a brand, you must therefore emphasise on the importance of writing by making sure that your online content is consistent, interesting, reliable and informative.
So go on, play some music and write to your heart’s content.