Writing isn’t as easy as many people would make out. This is especially true when a writer has no parameters to work within; something to structure their approach so that it can be handled in a professional, though creative manner. Digital marketing incorporates a lot of writing, making it an excellent industry for budding wordsmiths to hone their skills under carefully laid out and measurable guidelines. In digital advertising, writing is essential for creating compelling and relevant content in the form of blogs, laying out scripts for videos, and of course, for populating websites with information that can be easily understood by its audience, while also captivating them. Fortunately for writers on digital mediums, there are some fairly universal guidelines that you can follow to ensure that you create the kind of content that makes digital marketing campaigns soar.

You need to have an understanding of keyword placement

Keywords, which are the terms that your target audience is likely to type into search engines when looking for your product or service, are one of the most important parts of SEO. Because of this, a writer needs to know which keywords fit relevantly in their content, needs to know how to insert them naturally, and also needs to know about the principles of how to space them correctly. The density of keywords, and how many different ones are used will depend greatly on the campaign being run; however, once they are inserted they need to add value to the people viewing your site if they are to gain it any traction.

Making Content Readable

Many writers in the digital sphere take the approach of optimising their content for search engine crawlers as opposed to people. While attention does need to be paid to the former, it shouldn’t be the only priority. Content should be written in a way that your readers will find it not only interesting, but fairly easy to read as well. So leave out those big words, complex sentence structures and ambiguous phrasing, unless of course the campaign calls for it.

Subheadings also make content much more easy to read, and also gives your audience a quick glance at what the next paragraph is about. This is useful for users who are searching a site for something in particular, and so will likely keep them there for longer.

The Active and Passive Voices

Writers can use two types of voices when writing; the active and passive voices. In literature, each of these voices has a particular place for their usage, in digital writing for advertising, the passive voice should almost never be used. But what is the difference between the two?

The active voice describes a subject doing something to and object, whereas the passive voice describes an object having something done to it by a subject. Confused? Let’s use an example to clarify this.

Active Voice: Our boss uploaded the latest article to our internal blog site.

Passive Voice: The latest article was uploaded to the internal blog site by our boss.

There are a few reasons why the active is better than the passive voice for digital marketing:

Firstly, the passive voice will often make the content sound negative, which isn’t very persuasive or enjoyable to read, and so you will likely lose your audience to disinterest.

Furthermore, content writing is all about being succinct; being able to say as much as possible in as few words as possible. You will notice that the example of the passive voice above sounds much more long winded than the active one; and in almost all cases where the passive voice is used, this is true.

Who Exactly is Speaking?

The next important thing to consider is the use of pronouns in your text. Readers generally feel more comfortable when engaging with information that has come from an authoritative source, that is to say, one that knows what they are talking about. When writing anything other than reviews, writers should use first-person pronouns such as ‘I’, ‘we’ and ‘me’ to create a direct connection between the reader and the company being written for. Consider the difference between these two examples, and decide which one you would most likely find trustworthy:

“We sell cars of all models and makes and offer extensive service plans as well.”

“Their company sells cars of all models and makes, and offers extensive service plans as well.”

While the second sentence may enable you to hit your word-count more quickly, it will also likely inspire lukewarmth in your audience because it lacks that much needed direct connection.

Describing your Content

Descriptions are important, or more specifically, meta-descriptions are important for your content. Articles and blogs need to have them in order to appear properly on search engine results pages. They essentially tell your reader what the text is about before they click on it. Because of this, they need to be relevant, compelling, and for the purpose of SEO, should also include your major keyword. There are no specific limits to the length of meta-descriptions, except that once they go over 300 characters (including spaces), they will be represented on a search page with an ellipses, and so your reader won’t be able to see it in its entirety. Because of this, it is a good idea to keep them between 50 and 300 characters in length.

Contact Digic8 to Learn More about Digital Marketing

Content writing is just one part of the whole of the organism of digital marketing. To learn more about all of its aspects, contact a representative from Digic8 today, or visit our website for details.


John Ottolman

John Ottolman

John Ottolman: Keyword whisperer, content creator, researcher and OCD stricken editor. The imprints of keyboard letters have long-since embossed themselves on his finger-tips. Thirsty for knowledge and hungry to share it, he is here to provide insights from the digital industry.

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