Content Writing Best Practices All Marketers Should Know

You have a blank Google Doc in front of you. The possibilities are endless. However, do you know how to turn your ideas into content that meets the current best practices?

The marketing world chops and changes. But one thing remains the same: the importance of generating content to reach your audience. 

Businesses continue to invest heavily in content writing because it improves visibility, attracts leads, and builds trust with audiences. This all means nothing if your content misses the mark.

According to Wix, there’s a whopping 600 million active blogs right now. Yes, really. Let’s be frank, with so much competition, knowing how to write compelling content is essential.

Today, we’re breaking down the content writing best practices and basics in a whistle-stop blog. Keyboards ready, and let’s get to it.

Understand Your Audience

Strong content begins with a clear understanding of who you are writing for. Businesses that skip this step risk producing generic content that fails to connect.

Before writing, ask: What problems does my audience want to solve? What type of language do they respond to?

The more specific you are, the stronger your message becomes. This is where expert content writers come in handy. For example, if you need an iGaming blog, it’s best to look for a writer with iGaming content writing experience. Always check their professional writing services before you move forward.

Tailoring tone, examples, and vocabulary to the right group will help your content feel both relevant and trustworthy.

And as top SEO Nikki Pilkington pointed out, spam publishing 50+ AI blogs without a human review or a specific audience in mind is just not a good idea. Don’t do it!

Write for Both Search Engines and People

Despite the buzz around AI and GEO, search engine optimisation (SEO) remains a vital part of content writing.

It’s not about stuffing in keywords but about aligning content with how people actually search. Typical facets of SEO include:

• Primary and secondary keywords
• Using descriptive headings
• Writing meta descriptions
• Proper blog structure

However, don’t forget that the focus should always be on readability. Well-written content that keeps readers engaged will naturally perform better, even if you’ve got a few keywords in the body text.

Prioritise Clarity and Structure

Clarity is one of the most overlooked writing skills.

Readers do not want to work hard to find your meaning, especially online. So, hold fire on that Shakespeare-inspired prose for now. Your company’s blog is not the place for head-muddying metaphors.

Short sentences, clear formatting, and logical flow all help content become more accessible.

And remember, structured writing also improves SEO. Using headings, bullet points, and concise introductions makes content easier to navigate for both search engines and human readers.

Create Value in Every Piece

Another of the best practices in content writing is to prioritise usefulness.

Every blog, article, or landing page should answer a question, solve a problem, or provide fresh insight. It should never be text for the sake of filling a word count.

Businesses that publish thin content purely for ranking rarely see long-term results. High-value content encourages shares, backlinks, and returning readers, all of which improve visibility and authority.

Adapt to Changing Trends

If you work in the marketing world, you’ll know the best content strategies are flexible. Frustratingly, the content writing best practice goal posts move every so often, and you can’t fall behind the times.

For example, the rise of AI and search generative experiences means the way people consume content is shifting.

AI Overviews are giving searchers answers straight away. As of writing, AI Overviews show for 55% of Google searches, and Google has started to roll our AI search modes.

It’s rough, but the best practice is to continually monitor what works, test new formats, and adapt quickly. Sometimes you’ll see results; other times, you’ll have to pivot.

From short-form video scripts to in-depth white papers, content writing spans a wide range of formats, and businesses that stay open to change are the ones that thrive.

Stay Consistent

Lastly, consistency is often what separates successful content strategies from those that fade out.

Publishing once and waiting for results is not enough. A regular schedule builds momentum and keeps your brand present in your audience’s mind.

For businesses struggling to maintain consistency, outsourcing to an experienced content writer can help. This ensures you continue producing high-quality content even when time (or inspiration!) is limited.

Know the feeling? Learn how to stay consistent when uninspired now.

Final Thoughts

Content writing is more than a tick-box marketing tactic. Done well, it builds authority, generates leads, and even strengthens customer relationships.

The best practices are simple: know your audience, write clearly, optimise for both people and search engines, deliver value, publish consistently, and remain adaptable.

Following these principles will help businesses maximise their content investment and create results that last.

Are you ready to capture your audience?

I’m a professional freelance writer here to help with ongoing or ad-hoc content writing needs. Contact me today to learn more.