Why Writers Make Good Marketers: Human Connection Leads to Better Business

by | May 3, 2024 | blog, Business, Content Marketing, writing

Marketing. This word may conjure up images of giant billboards enticing you to take the next off-ramp and pull through your favorite drive-through, targeted ads on your Instagram feed, or radio jingles during your daily commute that take up inordinate amounts of space in your mind. 

Some may wonder if these catchy tunes and flashy images are the key to good marketing. While they are certainly parts of it, skillful writing is an essential, yet often overlooked, key to marketing. Without words, we can easily miss the meaning behind the marketing. 

Writing in Marketing

Words matter. Even beyond slogans and catchy tunes, words are used to connect with customers in a myriad of ways. Words help communicate values, a mission, and feelings while building a relationship between a business and its customers. Writing is used in a variety of marketing, including, but certainly not limited to: 

  • Lyrics for jingles
  • Phrases on billboards
  • Blog articles
  • Website pages
  • Email titles and content
  • Social media posts
  • Media and press releases
  • Scripts 
  • News and image captions
  • Fliers
  • Branding 

Good Writing Pulls You Deeper In

Most people have, at some point, gone to a website and felt overwhelmed by walls of text. Good marketing writing does the exact opposite. It pulls you in and helps you comprehend the underlying message and values, without unnecessary verbosity that leads to boredom. 

Good writing improves marketing, as it leads your audience to a deeper understanding of the content and invites them to take action. The essentials of good writing include:

  1. A clearly communicated message
  2. Well-researched and relevant content
  3. Concise and precise writing
  4. Strong organization and flow
  5. A compelling call to action

Quality Writing in a Digital Age

For centuries, writing has been used to communicate and market products. Everything from your childhood lemonade stand to property advertisements in newspapers has used written language to convey a message.

As technology continues to shift, digital marketing is becoming a larger and more complex arena, involving such innovations as:

  • Social media as a marketing platform
  • Search Engine Optimization (SEO)
  • Artificial Intelligence (AI)
  • The EEAT (Expertise, Experience, Authoritativeness, Trustworthiness) algorithm

These and other concepts are changing how companies need to approach their audience and get their message across. 

How Good Writers Improve Digital Marketing

Beyond providing clear communication, writers are able to understand SEO, AI, EEAT, and the shifting world of digital marketing and use it to their advantage. For example, a good writer can take a list of keywords that can improve a company’s SEO and weave them fluidly into a marketing piece. Good writers can also match the desired tone of a website and highlight the company’s values in a way that connects with their audience. 

Just EEAT It

EEAT stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It is a more recently developed algorithm used by Google, which ranks websites based on these four areas. Ranking high with the EEAT algorithm is essential for effective online marketing. Quality writers contribute to a solid EEAT ranking by:

  1. Doing thorough research
  2. Building their own credibility and experience as a writer
  3. Consistently creating pieces that are trustworthy, rather than misleading
  4. Offering information and sources that can be authoritatively backed up 

Has AI Replaced the Need for Human Writers?

The short answer to this question is no. While technology is able to outperform humans in areas such as calculations and data compilation, AI technology cannot write in the way that human writers do. 

Many of us have experienced having a teacher who clearly understands their subject but struggles to communicate it to their students. Similarly, while a legal firm, non-profit, or other organization may understand what they have to offer and know their desired audience, they may not have the time or skills to advertise to that audience. This is where skilled ghostwriters can benefit a company. 

If a company tries to use AI, its audience can often intuitively sense the lack of human authenticity behind the words. AI also does not have the ability to analyze the audience and connect with them in the same way a human does. Furthermore, Google’s search algorithms are working to detect marketing pieces created by AI and rank them lower in search results. 

How to Improve Your Writing Skills

Writing is a skill that can be honed like any other. Becoming proficient in writing requires consistent practice and patience, along with intentionality. If you are trying to build your credibility as a professional writer, there are several ways to do so. 

  • Keep Practicing: Remember that it is normal to have days when words flow easily and others where nothing sounds correct. The more you practice writing, the smoother your writing will become. 
  • Read Quality Writing: Being well-read is one of the best ways to improve your vocabulary, grammar, and the fluidity of your writing. Look up recommended books and blogs that can sharpen your skills, such as this blog on improving your marketing copywriting skills. If you have a particular area of writing that you want to improve, such as copywriting for legal firms or grant application writing, research that specifically.
  • Take a Class: Whether through a community college, an online setting, or a local writer’s club, find experienced writers to give you feedback on your writing. If you cannot take a class, look into writers’ groups at your local library or in your community. 
  • Use Digital Tools: Don’t overlook digital tools, such as spell check and Grammarly. These tools cannot substitute for quality writing, but they can provide ways to evaluate your writing and offer suggestions. 

Elements to Look for in Your Writing

Every piece of writing is unique, but there are ways to enhance the quality of your marketing writing. One of the main ones is to always begin by asking who your audience is and how to connect with those customers. People want to feel acknowledged and that their needs are being met, not read robotic clichés. Along with determining your audience, you should state what the main goal of your writing is and what tone is fitting for both. 

Beyond these elements, there are several steps you can take to refine your writing, including:

  • Checking that your sources are credible and that your statements can be backed up
  • Ensuring that your writing is concise
  • Reading your writing aloud to check for mistakes and unnecessary fluff
  • Reading aloud to check the flow of your piece
  • Using titles, subheadings, lists, and other ways to create white space and clear organization
  • Seeing if the introduction connects with and intrigues potential customers
  • Making sure that the conclusion is strong, usually calling the audience to action

Here at Better Content Matters, we are always working on improving our writing skills so that our work enhances your business’s connection with your customers. Contact our team today, and experience for yourself how carefully crafted writing can benefit your business.

Amy Vernon

Amy Vernon

Amy is based out of Yamhill, Oregon, and enjoys reading, writing poems, dabbling in language study, experimentally gardening, and spending time in nature. When she is not writing for Better Content Matters, you can find her working as a farm intern, spending time with friends and family, or listening to a vast array of audiobooks.