How to Write Marketing Content

UPDATED August 2025

With so many types of marketing content available—both traditional and digital—it can be hard to know what will work best for your business. The truth is, you won’t know until you try, test, and measure. A balanced mix often works best.

While videos and podcasts are powerful, written content is usually more cost-effective—especially if you create it yourself. But here’s the real question: is it worth spending your valuable time writing content, or would you be better off hiring a professional copywriter so you can focus on running your business?

Since you’re here, I’ll assume you’d like to give it a go yourself. So, let’s look at how to write engaging marketing content.

Types of Engaging Marketing Content

First, let’s look at the types of written content. Here are some proven content types to consider including in your marketing plan:

• Brochures and leaflets for in-person marketing events

• SEO-optimised website content to attract your ideal customers

• Blog posts that inform or entertain. Share on social media to draw more visitors to your site

• Email marketing (newsletters) to stay connected with current and potential clients

• Case studies to showcase your expertise and prove the value of your products or services

• How-to guides and downloadable resources that help customers get the most from your products

And that’s just the start. There are many more options for you to explore depending on your business and audience.

Why do I need content?

Quite simply, to attract and retain your target audience and convert them into paying customers. Good content helps you:

• Increase brand awareness

• Build trust and authority in your industry

• Engage a loyal online community

• Generate leads that eventually become customers

Done well, content marketing doesn’t just fill space—it works as a growth engine for your business.

Okay, got that. So, how do I write engaging content?

If you enjoy writing and want to give it a try, here are ten practical tips:

1. Set yourself up for focus. Find a quiet space, turn off notifications, and eliminate distractions. Background music can help, but avoid lyrics if you find them distracting—I use YouTube for classical, lo-fi and focus music.

2. Craft a compelling headline. Your headline is the hook. It should grab attention and, where relevant, include keywords for SEO. Your main benefit will be an ideal keyword phrase that people typically search for. Discover more about writing SEO content here.

3. Write for your audience, not yourself. Always consider your reader’s perspective. Use the 4W+H framework—What, Where, When, Why, How. Use compelling scenarios that will resonate with your audience. Tap into their emotions—buying decisions are often emotional, whether it’s toothpaste, HR software, or a holiday.

4. Be authentic. Avoid empty superlatives like ‘the best’ or ‘unique’ unless you can back them up. Stay true to your values, your product, and your people—this builds trust.

5. Keep it concise. Share the essential benefits without rambling. Visuals (images, infographics, videos) can help break up text and keep readers engaged.

6. Hook readers early. Get your key benefits into the opening paragraphs. This not only helps with SEO but also ensures your audience sees the most important points immediately.

7. Use credible sources. If you include references or links, choose reliable sources. Wikipedia is a useful starting point, but not always verifiable—stick to trusted references. Same goes for AI!

8. Include a strong CTA (Call to Action). Be clear about what you want readers to do next—visit your shop, head to your website, book a call. Make it easy with links, buttons, or maps if relevant. And try to make your CTA different and memorable.

9. Edit ruthlessly. Once you’ve finished, step away. Come back later with fresh eyes and cut the fluff—anything that doesn’t serve your main point. Clarity and punch always win.

10. Get a second opinion. A fresh pair of eyes can catch mistakes or awkward phrasing you’ve overlooked.

Once you’ve done all that, you’re ready to publish!

I hope all this helps you create engaging content that resonates with your audience. But if writing isn’t where you want to spend your time, I’d love to help.

📧 Drop me an email or hit that button ⬇️

Please help me write my marketing content!