Content comes in many forms. From online videos, in live or animated formats, to images and infographics. And audio content in the form of sound clips and interviews. One constant is written content.
Regardless of the growing popularity of these other content formats, written content never goes out of fashion.
The Social Media Examiner conducted a survey of marketers and 58% of them claimed written content to be their most important form of social content.
If content is king, then it’s the written form that still wears the crown.
The Pros and Cons of Written Content
Written content helps create an image of credibility, and it has a more lasting appeal. The written message is what audiences retain and take away with them.
One example is LinkedIn, which places a premium on written content to the extent that it has its own publishing platform for its members to share their own content on.
“Everyone can write, but not everyone can write well. Crafting written content designed to appeal to a target audience and attract them takes time and effort”
“For many in business, while they have a clear area of expertise, having to write about it takes them well out of their comfort zone,” David says.
As such, it makes sense to leave writing to the professionals, and business to its own set of experts. Getting content right is an art in itself, but when it is done right, it is an effective means of generating new business.
Which Written Content Works Best?
“Written content provides a great opportunity to define your brand, and yourself for your audience, and really connect with them,” David observes.
Some content is more effective in achieving this than others. Businesses can generate their own branded content; or they can publish testimonials and reviews from their customers.
But in a Nielson survey, the content with the most impact on customers was third party content.
“Content published independently of your own company, through a credible third party platform, can be enormously powerful,” David concludes.
“If third party content positions you as an expert in your field, offering your professional opinions and advice, it can give your whole business a reputational boost. And act as a solid recommendation to your customers”
M3 Media Publishing specialises in producing third party content published in its unique portfolio of sector-specific digital magazines. To find out how you