How technology and digital marketing impact professional writing

Technology for professional writing
The evolution of Internet and digital technologies has brought dramatic changes in the way information is gathered and presented to the public. The growth of search technologies and their impact on marketing have forced many businesses to devise their content strategy in line with the requirements of search engines.

With content emerging as the new currency in the digital world, organizations of all types are aggressively pursuing marketing initiatives built around quality content. As a result, there is huge demand for professional writers who are equipped with the knowledge and skills to prepare engaging content for the digitally empowered audience.

A holistic approach to professional writing

Professional writers catering to digital media  are required to address both aspects of the content: the information shared in the piece and its marketing impact. Too much information on the topic may impact the marketing intent; on the other hand, if the marketing aspects are projected overly, the writing may appear deceptive. Any content that is published in the Internet is written with the intent of better ranking in the Search Engine Result Page (SERP).

In order to attain the best Search Engine Optimization (SEO) ranking, the writer needs to adopt a balanced approach to content and marketing. In terms of the content, the focus should be on the presentation, language and the theme. The marketing approach, on the other hand, revolves around preparing SEO-friendly content. In simple terms, a search engine-friendly content refers to an error-free document with the right mix of keywords and phrases in a well-organized format so that it gets optimized for popular search engines.

The above two realities translate that professional writers need to adopt a holistic approach to writing with the understanding that they are responsible not only for the quality of the content but also for enhancing its viewership. A well-written piece attracts more audience and helps improve the website stickiness metrics. Stickiness of the website influences its page ranking too. In short, content writer contributes indirectly for the marketing activities of the concept, product or services mentioned in the piece.

Sourcing the information from Internet

Today there is no dearth of information; with Internet available on our fingertips, we have anytime anywhere access to all types of information. However, a professional writer needs to adopt a careful approach while sourcing information from websites. Internet contains a sea of information contributed by subject matter experts, publishers, as well as amateur writers. Most writers have a tendency to rely on sources like Wikipedia, with a misconception that it is the ultimate source of information. Since content repositories like Wikipedia mostly contain user-generated content, the authenticity of the content needs to be verified. Wikipedia has made this point clear in their terms and conditions. Thus it is important for the writer to first verify the authenticity of the source which they are referring to.

The concern explained above is especially significant in academic writing. Most colleges and universities have thus set strict guidelines for the use of Internet sources for projects assigned to students. Academic writing mostly relies on books from well-known authors. With the growing popularity of e-Reader devices and apps, students are now able to access these books online and add genuine reference to their works. Popular news media and journals are also considered as acceptable sources of information for academic writing.

The future driven by digital content

A survey conducted by Content Marketing Institute reveals that 89 percent of B2B marketers and 86 percent of B2C marketers adopt content marketing to increase leads and drive their brand forward. Without doubt, the graph is going upward every day. The content here refers to both verbal and visual content generated online. The report, however, highlights that content marketing is about creating interesting content that can engage people with the brand. Also, most brands are leveraging social media platforms like Facebook, YouTube and Twitter to engage with their fan base. Thus we see there is a dramatic shift in the way content is prepared and disseminated. In terms of verbal content, professional writers have to gain deep understanding of the technology and marketing aspects around content creation and tailor their content to suit the requirements of the evolving digital landscape.

Rajani Baburajan