Content Writing Skills: How to Improve Your Writing for the Digital Age
Content writing requires a unique and ever-changing skill set to make it as a freelancer. The internet and SEO rules are constantly evolving, along with readers' interests and attention spans. So, what content writing skills do you need to succeed going into 2023?
I've been content writing for the better part of a decade, and I'm sharing the top skills that have helped me to build a thriving writing business.
To learn more about content writing as a career, check out my Ultimate Career Guide for Content Marketing Writers.
Essential content writing skills you need to succeed
I wrote this post specifically for freelance content writers. But if you're not a freelancer, or writing isn't your full-time job, these skills can help you, too.
1. Originality
If there are two of the exact same thing, one isn't necessary. Content writers need to be original in their writing and not just echo what's already been said. Be unique in your thoughts, ideas, and actions.
That said, all content writers need to be good researchers (more on that in a moment). But researching doesn't mean copying. Look for what's not being said in the conversations. Find a way to add a unique angle to the topic. Support your ideas with research, but make sure your ideas are your own.
2. Research skills
Research helps you understand your topic and find the best way to present your point of view. It also allows you to find out what other people think about the same topic, which can help you refine your own ideas.
Start by doing a simple Google search, which will show you what other people are writing on the same topic. Look for unbiased sources to gain more in-depth, honest analysis. If possible, speak with experts on the subject, who can provide insights that you might not be able to find elsewhere.
Google Scholar is a great place to start if you're looking for educational articles on a particular topic. Or try online forums where people discuss various topics to get a range of opinions and insights.
3. Simple writing style
Simplicity matters for a number of reasons. When it comes to writing, simplicity makes your message clear and easy to understand. It's easier on the eyes and less likely to cause reader fatigue. It also makes your writing more relatable -- and relatable content is more likely to be shared.
See for yourself:
"The entire group of men, women, and children were able to enjoy themselves at the birthday party."
Here's a better way to say it:
"The whole group enjoyed the birthday party."
Achieve simplicity in your writing by using short sentences and paragraphs. Choose common words and avoid jargon. Be direct and to the point. Edit ruthlessly when you're done.
If you can say it in fewer words without losing meaning, tone, or branding, do it.
4. Verb usage
Verbs empower your writing and bring it to life. They convey a clear message and leave no room for interpretation. They also make your writing more interesting to read.
Using specific verbs helps you be more precise in your writing. For instance, instead of saying “I am working on a project,” you could say “I am developing a new product."
To use more verbs in your writing, try replacing passive voice with active voice. Active voice happens when the subject of a sentence is doing the verb. For instance, “I am writing a blog post” is in the active voice. A passive version of this same sentence would be something like, "A blog post is being written."
5. Search Engine Optimization (SEO)
Content writers don't have to be search engine optimization (SEO) experts. But some basic SEO knowledge is tremendously helpful.
SEO is the practice of improving the ranking of a website on search engines. The higher the ranking, the more likely people are to find the website.
The better you can rank your clients' content, the more valuable you'll be to them.
There are many factors that go into SEO. Some of the most important include choosing relevant keywords, creating quality content, and building links.
SEO can bring a lot of traffic to your client’s website, which can increase sales and leads. It can also help build brand awareness and improve your reputation.
6. Storytelling skillset
One of the most underrated content writing skills is the art of storytelling. Whether you're crafting a blog post, a white paper, or a social media caption, your content is helping to tell (or sell) a story.
Storytelling helps you to bring your ideas to life in ways that are relatable to the reader.
Here are a few tips to improve your storytelling skills:
Start with a strong hook: Grab your audience's attention from the very beginning with a strong opening line or idea.
Make your story relatable: People need to be able to see themselves in your story for it to resonate. There should be something there that readers can identify with.
Use descriptive language: The more vivid and specific your language is, the easier it will be for people to picture what's happening in your story. This also helps bring emotions like fear or happiness to life.
We see storytelling in digital marketing all the time:
A politician giving a speech about their upbringing and how it has shaped their views
A salesperson using a personal story to close a deal
An influencer sharing their experience about a game-changing product.
The better you are at telling a story, the more compelling it will be for your clients.
7. Ability to adapt
For content writers, adaptability means being able to adapt your writing style and format to the channel for which you're writing.
Social media content, blogs, web pages -- they're all different types of content writing with varying writing styles. Think about it: no one writes 1000-word blog posts for Facebook. No one includes 10 hashtags in a blog post.
Every channel has its own unique format and requirements. Effective content writers can adapt their writing to fit the channel and not rely on a one size fits all approach.
Adaptability also means having the ability to change and grow in your business. Content marketing is constantly evolving, and your business will experience ups, downs, and side-to-sides.
What can you do to improve your adaptability?
Be open to change: Accept that change is a part of freelancing and be willing to embrace it.
Be flexible: Try new things and go with the flow.
Be proactive: Don't wait for things to happen, make them happen.
Be positive: See change as an opportunity rather than a threat.
Being resilient through changes will help you come out on top.
8. Relatability and understanding
One of a writer's superpowers is the ability to connect with others on a personal level. You want the reader to take something away from it. Your job is to find a way to make your writing matter to them.
Let’s say you’re at a networking event and you meet someone who tells you they’re an accountant. You might not think you have much in common with an accountant. But if you take the time to find out more about them, you might discover that they’re actually a fan of the same TV show as you, or that they love hiking on the weekends. By taking the time to get to know them better, you’ve created a connection that goes beyond just small talk.
There are a few key things you can do to be more relatable:
Be genuine and authentic
Use the same language and tone they use
Connect your writing to the client's brand
Find common ground
Show empathy
When writing, make sure you're taking your target audience into account. Use the language they use. Highlight relevant examples they can relate to. Growing a real connection between your writing and the audience will make your content more memorable.
9. Organization and attention to detail
Organization helps you to keep track of your ideas. You'll feel sure that you are including all of the important information in your writing. It also makes your writing clear and concise.
You can organize your content in different ways. I like to start with an outline of all of my H2s and H3s, then flesh out each one. You can also use bullet points or numbered lists to highlight key information and make the content less wordy.
Try some tools to help you with organization. One tool is an outline template, which can help you map out your ideas before you start writing. Another tool is a mind map, which visualizes the relationships between different concepts. Organizing your ideas first will make the writing part easier and faster.
10. Acceptance of feedback
Acceptance is one of the most critical skills for writers. Accept the fact that not everyone will like your writing. Accept that some clients will be extremely picky about the content you produce for them. And accept the fact that none of their feedback should be taken personally.
When you do get some tough feedback, simply acknowledge that it has happened and move on. It's not always about your writing abilities. It doesn't mean you need a writing class.
What it does mean is that you are not dwelling on it and letting it control your life. Find the silver lining after a bad project and don't let it ruin your day.
I've found that strong feedback can be a sign of a poor client/writer fit. If that’s the case, you might need to break up with a client for their sake and yours.
Acceptance is a key part of mental health and well-being. It can be difficult to accept things that are out of your control, but doing so can help you move on from negative experiences. Focus on the positive aspects of your writing career. Use these moments of harsh feedback to build resilience and adaptability.
How can you improve your content writer skills for the digital age?
Now that you know which content writing skills you might need to improve, what do you do next? Besides the obvious answer of taking writing training courses, I've got a few other helpful tips that will make an impact.
Read often.
Great writers are also great readers. Reading more helps you learn new things, develop your vocabulary, and improve your communication skills. It also helps you become more knowledgeable and understanding of the world around you.
Finding time to read can be difficult, especially if you have a busy lifestyle. Try to work it into your daily routine so that reading becomes a habit you don't have to think about. For example, you could set aside some time each day for reading, even if it’s just for 15-20 minutes. You can also try carrying a book with you so that you can read during down times, such as waiting in line or taking a break at work.
Check your sources.
When you are looking for information to include in your content, make sure you are citing your sources. Use only trustworthy, high-authority sources to gain credibility points.
Also, check for any bias. For example, you might look at the author's background and other factors that could influence their view on the topic. If an author is writing about a controversial topic, they may be more likely to have a biased view. If your source is a business that sells a product you’re writing about, chances are they’re going to skew their opinion to make their product look good.
Use multiple sources of information to make your content accurate and more well-rounded. Using multiple sources will also help you to identify and avoid any bias in your writing.
Keep practicing.
No matter your skill level or writing experience, practice is the only way to improve. The more you write, the better you'll become at crafting effective and compelling pieces.
One of the best ways to get better at writing is to simply do it more often. Set aside some time each day or week specifically for writing, and stick to it as best you can. If you don't have a lot of time, even just 15-20 minutes can make a difference.
In addition to quantity, quality also matters when it comes to practicing your craft. Make an effort to produce well-written pieces, even if they're just for yourself. Pay attention to things like grammar, spelling, and overall clarity. The more care you put into your writing, the better results you'll see over time.
How coaching can help you become a better content writer
Want to master these content writing skills the easy way? Consider hiring a freelance coach.
Coaching helps people identify their goals and then achieve them. Clarify your goals, identify any obstacles that are holding you back, and create a plan of action to help you move forward.
A coach should be someone who is supportive and positive, but who will also challenge you to push yourself outside of your comfort zone. They should be someone who believes in your ability to reach your goals and who will support you through the ups and downs of the journey.
My coaching services can help you to improve your content writing skills by giving you specific guidance and support as you work towards your goals. I'll help you identify your strengths and weaknesses, set realistic targets, and provide feedback on your progress.
Learn more about freelance coaching with Fleurish Freelance and become a more effective content writer!