什么是内容写作？（+如何在2022年脱颖而出）

根据Semrush发布的内容营销状态全球报告的状态，营销团队面临的最大内容营销挑战是创建产生质量潜在客户的内容。毫无疑问，不乏内容，也许在其中擦拭。您需要与之竞争的内容数百万！

Whether it’s a landing page or simplysubject lines for emailnewsletters, your words should move your readers to action. In this article, we’ll explain how you can do just that. Continue reading to find out which 11 best practices for content writing you should implement in 2022 to keep both your human readers and the search engines happy.

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What Is Content Writing and How to Excel at It in 2022:

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What’s Content Writing?

简而言之，内容写作是指为网络创建内容的过程。从博客帖子到电子邮件新闻通讯到登陆页面再到播客脚本再到社交媒体帖子，内容写作通常用于创建不同的材料类型可以用于数字营销。从本质上讲，它涉及一个三步的过程：计划，写作和编辑。

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内容写作与文案写作：有什么区别？

内容写作和文案之间的界线通常是模糊的。另外，许多人将自己贴上内容作家和撰稿人。

虽然非常相似，但这两个角色之间有一个关键区别。内容作家通常负责创建更长类型的内容，目的是告知读者。另一方面，撰稿人通常会创建较短的作品，而不仅仅是对听众进行教育，更专注于促销目的。

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Which Skills Do You Need?

不用说，您需要在某种程度上成为一位文字匠，或者至少可以用手拿着笔。就像任何职业一样，您需要成为一名好的内容作家（而不是仅仅是写作技巧）的技能。因此，以下只是值得特别提及的两个关键技能，而不是内容作者需要的唯一专业知识。

Versatility

Sure, you’ll have your own style, but you’ll need to be willing and able to adjust it so that it fits the different types of texts. For example, adverts need to be more persuasive, while blog posts are longer and more personal.

研究技能

Writing for the web is a bit different than writing for print publications. Content writers also need to know how to conduct keyword research. Luckily there are several online tools that can help you to identify keywords, but it does take some skill to implement these keywords in a manner that’s natural. For example, you might have to change your title or headings slightly so that more keywords are included.

In addition to keyword research, you’ll also have to research your target audience. If you’ve written for offline sources before, you’ll most likely be familiar with this process. This can be a time-consuming step as you’ll need to create a couple of different user personas (aka buyer personas) that your copy will target.

简而言之，您需要知道他们的需求，愿望和会引起他们共鸣的语言类型。只有您知道您的目标受众是谁，您就可以写一些他们真正想阅读的东西。毕竟，您正在为他们写作！

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11 Content Writing Best Practices

1.不要跳过计划阶段

如前所述，内容写作不仅仅是写作。计划和编辑是该过程不可或缺的。事实上，如果您花时间通过创建一种大纲来计划写作，那么您将花费更少的时间来编写实际内容。您不仅可以节省时间，而且最终副本也将是更高的质量，因为它将确保没有任何重要的内容被排除在外，并且以逻辑流的结构结构良好。

Let’s be clear, a creative brief is no replacement for planning. Your brief will basically just share an overview of the project’s requirements and goals. You’ll still need to find resources and create a framework for your piece of content.

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2. Research the competition

During the planning process, you should also devote some time to checking out the competition. Not only will you get a lot of valuable information about what type of content your competition is sharing, but also the type of audience it attracts.

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3. Topics matter, but angles matter more

根据WordPress数据，每个月将创建超过7000万个新博客文章。如果您希望您的内容被看到和阅读，请识别trending topics还不够好。您还需要考虑可以使用的独特角度。

根据您的目标受众，您可以敢于引起争议。如果没有，分享个人故事是一种让您的内容脱颖而出的更安全的方式。

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4.注意您的标题和介绍

While you shouldn’t neglect any part or element of your content (that’s not what we’re suggesting at all), your heading and intro need extra TLC. The majority of people make up their mind about whether or not it would be worthwhile to continue reading a blog post in a matter of seconds.

因此，如果您的标题和前几段不会吸引它们，他们将简单地离开页面。当您为网络写作时，您不希望您的内容成为翻页量。相反，您希望他们尽可能长时间地在页面上。

在这里，长度也很重要。您的标题应提供具体的细节，而不揭示整个情节。根据Buzzsumo完成的一项研究，他们分析了数百万个标题，您的标题应大约为11个字（或65个字符）。至于您的介绍，理想情况下，它应该不超过八个句子。

关于在您的介绍中包括哪些内容，重点介绍了人们为什么继续阅读的内容。这件作品将为他们提供什么好处？

您的标题可能还暗示了他们通过阅读您的文字会发现的内容。因此，请确保您的标题和介绍之间存在明确的联系。

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5. Make it useful

为了使内容有效，它需要提供的不仅仅是娱乐。您的目标受众需要发现它有帮助，而对于目标受众，我们并不是指所有人。如果您尝试同时为太多人写信，那么没有人会发现它有用的风险。

分步操作方法指南很受欢迎，但不是您可以用来提供有价值信息的唯一格式。无论您决定使用哪种格式，请缩小文章的焦点，添加可行的提示，并确保您只包含示例和最新信息。

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6. Make it relatable

内容不仅应该有用，而且您的听众必须能够与之联系。基本上，您希望您的听众感觉自己得到他们，并且看到他们。

You can do this with word choice. Content that uses the second-person point of view (words such as you, your, yours, and yourself) is more direct and personal, making it easier for your readers to relate to you.

高质量的内容也吸引了读者的情感。例如，您可以吸引他们的欲望或烦恼感。

How can your brand and its products help them? How will it make their lives better?

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7. Focus on readability

Just because your heading and introduction have an important role to play doesn’t let you off the hook when it comes to the rest of your content. Useful content can only be useful to your readers if it’s easy to digest it.

网络上获得最佳结果的内容很容易阅读。它不仅应该能够吸引人们的注意力，而且还应该能够维持它。换句话说，它应该引人入胜。

Generally, shorter sentences and paragraphs work better (like this one).

当您为网络写作时，有效的副本将吸引访问者完成某种操作。如果您有大量的文字和长句子相互流动，那么您的访客就很难知道该动作是什么。

So, avoid using too many words if there’s a simpler way to write something. In short, every single word that you use should be picked for a reason.

在书面内容的情况下，您还可以通过添加视觉效果和几个子标题来分解段落。说实话，当阅读网络上的内容时，人们更喜欢扫描文本。因此，不要冒犯。相反，使目标受众更容易扫描您的内容。

Plus, not only will subheadings make it easier to scan, but it actually makes it easier to remember information (even though they might not have read it word for word).

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8.请注意您的行动电话

您可以使用另一个元素来使文本更具可读性，这是通话提示。即使您尽了最大的努力使句子和段落缩短，读者也可能会迷路。

有效的行动的呼吁,是清晰的和令人信服的. While they should be short, they should be longer than a word. Typically, you’ll start with a verb that’s followed by a relevant phrase. Readers should always know precisely where they’ll get redirected to when they click on a link.

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9.可信

您的内容只有在听众遇到的可信和令人信服的情况下才会有用。您需要进行研究（需要显示）。

That’s why the planning phase is so critical. For example, statistics can help to support arguments. So, to let your readers know that you’ve researched the topic, be sure to include references. It’s only the right thing to do, after all.

为在线受众写作时，可能包括参考的最佳方法是包括超链接。为了证实您的观点，您可以创建与其他权威来源的外部链接。通过链接到知名品牌，您将提高自己内容的信誉。

另一方面，内部链接也有助于提高跳出率（换句话说，有助于使访问者更长的网站上）。但是，在插入此类型的链接时，应该是通过使您的访问者更容易找到所搜索的信息来创建更好的用户体验。

您还应该关注的第三种链接，最终将获得可靠的来源来链接到您创建的内容。它不仅可以向读者传达您的内容值得信赖，而且对有机搜索也很棒。

其次，为了确保您的内容可信，您需要对其进行编辑（请记住，内容编写是一个三步过程）。语法Gremlins和愚蠢的拼写错误会损害您的信誉和整体形象。如果这不是您的强项，则可以使用像Grammarly这样的在线写作工具，您可以将其用于快速语法检查。

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10. Identify a brand voice (and stick to it)

You want your content to stand out, right? While you should be writing for your target audience, it doesn’t mean that it has to be at the expense of your own brand identity.

Not only does a brand voice help your brand to become more memorable, but from a logical point of view it makes content writing much easier. Without an established brand voice, it becomes a major challenge for different content writers to present your brand in a consistent way. The one text might be casual, while the next piece is too formal. This will only end up confusing your readers.

考虑到所有因素，最好使您的品牌声音尽可能积极。简而言之，您应该向读者交流，您的目标是为他们的问题提供解决方案。恐惧和紧迫性可以有效地使用，但这在与观众交流时不应该是您的首选。另外，虽然您可以选择更严肃，正式的品牌声音，但最好将其与您的行业保持一致。

At the very least, you’ll want to specify:

• the values and mission statement of your brand
• a description of your target audience and examples of their language usage
• 您的品牌使用的单词和短语示例。

该信息以及其他数字设计资产（例如公司徽标，调色板等）应包含在品牌样式指南中。这是确保所有内容都与您的品牌标识保持一致的最简单方法。

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11. Complete A/B testing

So, you’ve tried your best to implement these 10 best content writing practices, but how do you know if it has worked? Plus, often content creators come up with multiple headings, CTAs, sentence structures, etc. While this is a good problem to have, knowing which to use might not be as clear-cut.

With the help of A/B testing, you’ll be able to see how different texts and messages compare. For this important step, you need to create two texts, such as two landing pages and change one element like the headline. Then, you split the traffic between them to see which one drives the best traffic.

The very least you should do is implement some type of system for quality assurance. Even the most experienced content creators need a second pair of eyes to check for broken links, typos, grammar mistakes, meaning, and overall readability.

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Wrapping Things Up

虽然类似于文案写作，但内容写作倾向于包含更多的长格式内容。在大多数情况下，您的目标是告知和教育读者，而不是推广您的品牌及其产品。

As its primary purpose is to be informative, whatever you write should be grounded in research. Not only should you research your topic, but also your target audience and the competition. What content does your target audience need? And, what content has your competition already created? Perhaps there’s a gap that you can fill – a topic that you can cover from a different point of view? This way, you’ll ensure that whatever you create is credible, relatable, and useful.

然后,以确保你保持你的目标奥迪nce engaged till the last word, focus on readability. Writing content for the web is slightly different than writing for offline sources. Sure, word choice and good grammar still matter, but the type of content that gets the most clicks is easy to read. After all, you actually have two audiences – your potential customers and the search engines.