The written word in digital marketing

Marketing, at its core, is about communication; when marketers develop messaging, they are attempting to communicate a unique value proposition to a specific audience. There are many ways to achieve this, from video advertisements to paid search to thought-provoking articles, but regardless of the medium, writing will at some point come into play.

In the digital marketing world, good writing is perhaps more important now than it has ever been. A few years ago, content marketing focused on cramming as many target keywords as possible into an imposing block of text; today, content is judged far more on quality than on keyword density. Google’s algorithm changes have made it necessary for websites to provide a positive user experience to rank well for competitive search queries, and high-quality content is critical to that aim.

However, it’s also important to recognize the value of good writing from a broader perspective. In a recent article for Marketing Land, columnist Mark Traphagen, himself a former English literature teacher, explained that writing style is an important but often overlooked component of effective marketing.

“The clothes you wear and the way you wear something send a message to other, whether or not you are conscious of it… And so it is with written (or audio or video) communication,” he writes. “The style you use for your message is very much a part of the communication. It’s at least as important, and in some situations more so, than the content or ideas themselves.”

In other words, effective writing, whether on your website, social media or display ads, is essential to communicating the value of your products or services to your audience. When customers learn about your company on the internet, they are overwhelmingly doing so by reading. The written word is the first access point to your audience, and should be treated with respect.

As a Premier Google Partner All-Star Agency with access to valuable insights on Google’s preferred practices, GrowthEngine Media takes great pride in offering clients polished, professional content marketing services.