Why Writing is the Most Important Marketing Skill

Not everyone enjoys writing. However, it’s a crucial skill for anyone who works in marketing or hopes to grow as a business leader. Writing is central to clear communication and persuasion. Lucky for you, we have a few easily applicable tips for how to become a better writer.

Why is writing important for marketing?

Here are four reasons why writers make good marketers.

• Clear communication. It forces you to think about your audience and your core message.
• More compelling marketing. Writers keep things concise. They understand how to move people to action.
• Better content. Content is increasingly relevant in marketing. Writing is central to good content.
• Widely applicable. Nearly everything in marketing can be improved with better writing.

What are some examples of places where marketers write?

• Website copy
• Blog posts & headlines
• Emails
• Social media posts
• Ebooks & white papers
• Speeches
• Ad copy
• Video scripts

What advice would you have for marketers to improve writing?

1. Start with the basics.

Begin with the simple stuff and build from there.

• Use active voice, not passive.
• Be concise.
• Be clear.
• Avoid adjectives and jargon.
• Don’t be boring.

2. Practice writing.

The best way to get better is repetition. Build regular writing habits and get better over time.

• Aim to spend time writing daily.
• View this time as an investment in an important skill.
• Realize when you’re writing professionally.
• Be intentional about improving the quality.
• Contribute content to publications like industry blogs.
• Write personally—even if it’s about fun things to keep yourself interested.

3. Read effective writing.

Good writers read a lot. Immerse yourself in examples of writing.

Blogs to read:

• Seth Godin
• Punchline Copy
• Content Marketing Institute
• Jeff Goins
• Marketing Profs

Books to read:

• Everybody Writes by Ann Handley
• On Writing by Stephen King
• How To Write Copy That Sells by Ray Edwards
• Bird By Bird by Anne Lamott
• You Are A Writer by Jeff Goins
• The Copywriter’s Handbook by Robert Bly

4. Learn how to edit.

Writing and editing are separate skills. Treat them accordingly.

• Take a break and revisit the writing later.
• Read the words out loud.
• If you can remove a word without changing the meaning of a sentence, do it.
• Follow a style manual (like the Associated Press)
• Get someone else to proofread your writing.

5. Take a writing course.

Be a student of writing. Learn from the experience of others. These are some of the most popular courses on writing available online—but this list is far from comprehensive.

• Malcolm Gladwell Teaches Writing (Masterclass)
• Content Marketing Certification (HubSpot)
• Leading to Write Marketing Copy (Lynda)
• The Strategy of Content Marketing (Coursera)
• Copyblogger Certification
• How to Write Copy That Sells (Udemy)

6. Use online tools.

Automate some of the writing process with digital tools like these. There’s no shortcut to good writing, but there are certainly some tools that will make your job easier.

• Grammarly
• Hemingway
• Readable
• Headline Studio
• Email Subject Line Tester
• Word Counter
• Copy.ai