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Careers in content writing in india

por Kasha Feez (2018-11-08)

online aptitude test for career selectionAccording to "Content writers are professional writers who produce engaging content for use over the Internet which includes articles, blogs and other forms of written Web material."

Simply put, ‘content’ is anything that you write online in order to catch people’s attention and through that make them buy from you.

It has undoubtedly become the most prominent marketing tool for businesses who are trying to increase their brand value and thereby generate more customers.

And statistics show that nearly 70% of customers learn about businesses from an article as opposed to an advertisement.

Earlier, before the evolution of social media when content writing was more of a one-way communication, it was much easier. But now with the changing equations, ‘content’ had to evolve and has been forced to become more conversational.

Some popular forms of content writing are:

Writing white papers
Promotional mails (content for email marketing purpose)
Social media management and promotion
When you think of examples of content marketing done right, HubSpot is a perfect one. They leveraged the power of content by:

Creating detailed blogs on the issues and topics that their visitors are interested in
Providing content upgrades like eBooks in their blogs
Introducing, an educational and content sharing hub which provided a great platform for them to promote their partnership and certification programs.

This helped HubSpot to grow into a multi-million dollar company.

Scope of Content Writing
In India, we are in the middle of a start-up boom. With the government policies becoming more and more conducive for start-ups, a large number of new companies are popping up in all parts of the country.

The QoQ trends indicate that the number of tech start-up funding deals in Q1 2018 has risen by 42% when compared to the previous quarter.

For these start-ups and other businesses (may be large or small) to grow their business, they need more online exposure and this is where content writers come into play.

The importance of content for businesses is emphasised by recent statistics.

For content marketing in India and the world, LCAT sky is the limit. People, search engines and most importantly Google is on the lookout for great content.

According to Google, content is one of its top two ranking factors. The more amazing content you create, the higher the chance you have of bringing in new traffic and leads from organic search.

The only way that people will discover companies from organic search (from a non-branded search) is through content.

For example, if you are a medical firm without a strong brand presence looking to drive internet traffic, you’ll need to produce content that users are searching for.

You could publish an article on "Pain in the Hamstring? Here’s What You Need to Know".

Blog contents like this can drive inbound traffic to your website that you don’t have to pay for.

According to HubSpot, companies that post 16+ content pieces per month drive much more traffic than those that don’t:


Posting 16+ times per month not only drives traffic to your website, but it also increases the number of leads you get:


The more blog-based content you have, the more indexed pages on Google you have. Combine the two, and you have a lot of chances to get someone to visit your site


As you see, content is in very high demand and thus the opportunities and prospects for a content writer is also tremendous.

Who can become a content writer?
Any one can write content. But becoming a good content writer, that’s no easy thing.

And all content marketers would unequivocally agree that you have to go way beyond "good" with your content if you want to grow your business in today’s information flooded world.

So what are the factors that differentiates a good content writer and an epic one?

But first let’s break it down a little bit.

What Is Epic Content?

According to Neil Patel "Epic content is a content that makes people stop whatever they’re doing to read, share, and link to it. It’s the type of content you shout about. It’s insanely useful, inspiring, beautifully written, and highly engaging."

Creating epic content is by no means a trivial task. Around 87% of content writers still fail to produce content that attracts their buyers.

Looking at seasoned content writers like Jon Morrow is one way to learn content writing.

Jon Morrow is undoubtedly a master content crafter.

He grew his blog to a six digit (dollars) income source just with the power of his voice. Jon is paralyzed from the neck down.

Just by looking at his writings, one can easily learn what it takes to write awesome engaging content.

For example, take a look at this intro.

As you see, he starts off with a very exciting introduction that invokes curiosity and makes the readers want to stick with him. The curiosity gap that has been built is then followed up with actionable content.

Most people make a decision whether a post is worth reading from its first few sentences. It’s very important to communicate with the readers what you will discuss and why they should care in the very beginning of the post.

Let’s look at another post by Jon.

What makes this introduction really good is that it starts off with a claim that inspires and resonates with people.

Just think, almost everyone would have thought of quitting their job and moving to a tropic paradise at one point or the another in their lives.

We’d all love to do it, but we get scared or find other reasons not to.

So when you read the title of the post, what comes to your mind is:

Oh man! How did he do that?

According to, the important attributes of quality content are:

Simple and understood by the people. A good content writer explains even the most complex concept in a lucid style.

Credible – All information must be factually correct and free of any plagiarism. Sources of all statistics and data must be given.

Interesting – It must grip the audience and command their attention

Personalized – Content is always directed towards a target audience. The content must represent the brand it speaks for and speak directly to the visitors.

Engaging – Audience engagement is measured by shares, likes and comments on the post. For this the content must be valuable to the readers and worth sharing with their friends who have similar interests.

Another way to learn is by reading a little deep into how you can create good content. Some good articles to start with are:

Demystifying Epic Content: How to Actually Create It
The Ultimate Guide to Writing Irresistible Subheads
The Nine Ingredients That Make Great Content
The Ultimate Guide to Writing Epic Content That Will Go Viral
20 Rules for Writing So Crystal Clear Even Your Dumbest Relative Will Understand
The 5 Skills You Need to Become a Successful Content Writer
Although there is no hard and fast rule in categorizing content and lot of these ‘categories’ are used interchangeably, following are some of the broad categories of content that are usually required by almost all kinds of businesses with an online presence.

Without blogs, it is hard – if not impossible – to succeed at content marketing. And every blog that is successful is built on a solid foundation of content.

Blogging is an inbound marketing strategy that truly works. Through blogging, you can generate more qualified leads. Statistics say that you can acquire 126% more leads if you blog continuously.

What is great about blogging is that it generates three times the leads from traditional marketing techniques, while costing around 62 percent less. 58 percent of marketers agree that "original written content" is more effective than visuals and videos.

A very important thing to consider when writing on web is the attention span of the readers. The consumer attention span is getting increasingly shorter with the rise in mobile phone usage.

You might be surprised to hear that according to a Microsoft study, the average human attention span has reduced to 8 seconds, which is 1 second shorter than that of a goldfish.

Therefore it is increasingly important that the content you present is easily understandable and relevant to the target persona. You should structure the content properly using italics, bolding, and bullet points to highlight the most important sections.

It goes without saying that writing a compelling blog post that can drive traffic and generate leads is no simple task. Maybe, you can easily come up with a 500 words generic blog that will have no impact on any search query need, let alone make your business grow – and surely that is not what anyone is trying to create.

Irrespective of the industry you are working in, a WordPress blog can be easily set up and you can start creating high-quality content. But, for ranking well in Google and driving leads, you need to do more. A system that is implementable on a consistent basis is needed which can help you build your brand, influence your target audience and grow your search engine rankings.

When it comes to blogging and ranking high on Google, Neil Patel is the best person you can learn from.

He is the co-founder of Crazy Egg, Hello Bar and KISSmetrics. He has helped companies like Amazon, NBC, GM, HP and Viacom grow their revenue. He was recognized as a top 100 entrepreneur under the age of 30 by President Obama and one of the top 100 entrepreneurs under the age of 35 by the United Nations.

His blog gets a monthly average visitors of 1.1 million.

It’s an interesting story how Neil Patel entered into marketing. At the age of 16, he created his first website and paid a few marketing firms to help him out, but they provided no results and took all of his money.

He was left with no choice but to learn marketing, and he eventually got good at it.

You can go through his blogs where he explains step-by-step on how to create a blog and rank them high on Google.

How to Start a Blog That Generates $3817 a Month
The Ultimate Guide to Writing Blog Posts That Rank in Google’s Top 10
How to Become a Better Blog Writer in 30 Days
Search Engine Optimization
Search Engine Optimization or SEO is a term you need to get very familiar with, if you want to write content on the web.

To get a basic understanding of SEO, you need to know what happens when a search query is entered into Google and you hit enter. How does it then show a set of websites that are in relevance to your query?

A multitude of factors work behind a search engine’s algorithm, when that "search" is made. And here’s how a group of experts ranked their importance:

Image result for moz weighting of thematic clusters

SEO means enhancing the effectiveness of your content, so that it ranks higher than content from other sites that target the same search keywords. Through that, you will be able to increase the number and quality of visitors to your website.

Let’s go a bit deeper into some of the most important factors about SEO

Quality of traffic. You see, if you are a local boutique owner in Kolkata and all the internet traffic your site is able to drive is from Bangalore, then its not quality traffic and is not useful at all. Rather, what you want is to attract users who are really interested in your products.
Quantity of traffic. If you are getting the right people clicking through from your search engine results pages, then higher the traffic the better.
Organic results. With proper SEO, you are generating organic traffic and you don’t have to pay for that in contrary to using Ads to reach your targeted Search Engine Results Pages (SERPs).

Why is SEO so important?

Well, there are about 2.66 million blogs being published every day, just on WordPress. That translates to 24 blogs every second.

This just includes the ones from WordPress, if you are to count all blog posts, then the number is sure to shoot up.

And that makes standing out very tough. But there is no other go if you want your blog to become a successful one.

According to recent research, almost 95% of clicks are captured by the websites on the first page of Google, and in that the results that appear higher up gets a higher click through rate (CTR) and more traffic.

How to do SEO?

According to SocialSamosa, Google displays web pages in their search results based on the brand authority and relevance. Now let’s see how authority and relevance is measured by Google.

The relevance of your page is determined by analysing its content using several factors like where and how often some specific words are used in your piece of content.
The authority is measured by the number of links pointing to the page and how credible these links are.
Step by step, SEO is when:

First, you research keywords.
Then choose a specific keyword.
Write content based on that keyword.
The content is then read and shared by other people on Facebook, Twitter, their own blogs and other social media platforms.
For learning more about SEO, some good articles to start with are:

SEO Made Simple: A Step-by-Step Guide
Beginners guide to SEO (Search Engine Optimization)
Social Media Content Writing
The power of social media is just enormous. Today, social media has got to such a stature that it can even turn elections on its own (Hope you have heard about the whole Cambridge Analytica fuss and how it pulled Facebook into a web of troubles).

From its very inception, social media has kept growing and growing. In the second quarter of 2017, Facebook has crossed 2 billion monthly active users. And other social media platforms have also reached their all-time high user numbers.

More than 50 million small businesses use FB pages to connect with their customers (Source: Facebook).

What makes social media special for brand promotion is that it promotes relationships rather than relying on one way communication as in traditional media.

Once you are able to create a loyal audience for yourself, after that marketing to them repeatedly becomes cheaper and easier than ever before.

And many a time, brands use humour to attract people on social media.

For a person who wants to be successful on social media, then Gary Vaynerchuk is surely one of the best persons to learn from.

He has a huge presence in almost all social media platforms. He owns one of the largest media agencies in the world and has authored 3 NYTimes best sellers out of which two solely focus on how to effectively use social media for business.

His success on Twitter and the 1.64 million followers on the platform he has amassed can be attributed to his intelligent use of wit and the way he engages with lots of people individually.

And an ever active #askgaryvee show which publishes on every working day of the week has made him a dominant force in YouTube as well.