The creative writing is a resource increasingly used in the world of marketing and, more precisely, in the content marketing. The growth of the latter has led to an increase in content generated by brands on their blogs. However, in order to stand out from so much information and captivate readers with writing, it is very important to consider the type of writing that is going to be used, creative writing being one of the types that will give you the best results.
In this article you will learn what creative writing is, what are its characteristics and how we can apply it to a content marketing strategy. In addition, you can get started in this technique thanks to the advice we give you at the end of the article. Will you accompany me to learn more about writing and creativity?
what is creative writing
The increased competition on all communication channels means that new ways to manage them emerge every day and it is more difficult to stand out and get the message across. That’s why you need to look for new ways to communicate, both on your blog content and on your advertising and communications in general. A very interesting tool that will help us is creative writing.
This type of writing was born with a very clear objective: to be able to tell beautiful stories that move away from what was considered the traditional writing scheme. To achieve this, these texts have been filled with imagination, feeling, expressiveness and, how could it be otherwise, creativity. With all this, it is possible to present complex ideas in an entertaining way and, for this reason, many companies and publishers apply this literary technique in content marketing.
There are several elements that make a text considered creative writing. It is these elements that succeed in hooking the reader and keeping his attention focused on the reading until the end of the text. But what elements are we talking about?
- Stories whose protagonists are constructed in such a way that the reader feels identified with them. In other words: a protagonist is created for the narrative (it works for both fiction and reality) who resembles the target audience as closely as possible.
- Use of aesthetic and neat language to present ideas throughout the text.
- Original texts whatever the type of story to be told.
- Using storytelling to emotionally connect with users and awaken those feelings and emotions in them.
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types of creative writing
Once we have seen what this type of literary structure is and what elements distinguish it, we must see how we can use it. Some of the most common examples that we are most used to are:
And it is that creative writing allows you to connect with the reader and deliver quality content that is engaging and digestible.
Creative writing in content marketing
As we’ve seen before, content marketing and creative writing can go hand in hand to get better results and stand out from the crowd. And, believe it or not, there are several commonalities between the two techniques:
- First, both seek to foster user emotions through writing and well-structured messages.
- Second, they draw on other literary genres, such as poetry or essays, to enrich their texts in terms of depth and creation of emotions.
- Finally, we can also see how both texts can be used for entertainment or educational/informational purposes.
Also, as we have commented many times throughout this post, the goal of content marketing is to stand out from the competition and provide added value, while communicating in the most human way. possible. Three points on which creative writing can greatly contribute.
Examples of content in which you can find creative writing
There are several types of content that can benefit from the advantages that literary creativity brings, but we want to highlight three:
- narration: An example of content marketing is storytelling. This strategy manages to hold the user’s attention more while managing to convey a message in a natural way. Get it all through a story with a common thread that users can follow. Within storytelling, there are several formats: videos, brand stories or stories that tell the origin of brands.
- Enumerations or classifications: it is a resource that allows you to structure the content well and clearly, with a powerful title. Example:
- Success stories, testimonials: For example, SquareSpace, which tells in detail about the use of its services and all the profits that have been obtained through it, used a form of creative writing. With it, it manages to convey a brand message that helps create content marketing. Another example would be DIY Inbound testimonials.
How to Incorporate Creative Writing into Your Content Marketing Strategy
Once we have seen the importance of integrating corporate writing into your marketing strategy, we will see how you can integrate it. To achieve this, you need to follow these six steps:
- Set goals: you must first define what you want to achieve with the content you create and how it can help your marketing strategy. It will depend on the target you have, the message you want to convey and also through which channel you are going to communicate it.
- Create a style guide: once you have clear objectives, you can define a graphic charter specific to your brand. This will allow all content created to be on the same tone and have cohesion.
- choose an idea: to start preparing your first creative writings, you will have to identify the idea and the concept that you want to convey, that is to say, what you are going to write about. Here it is necessary to make a preliminary investigation of what information your buyer may be interested in and how you can use it. A good example of this research would be to do a keyword search.
- Let’s write, it’s time to write! Once you have the subject matter, write using different writing techniques, which combine quality content with a creative way to convey it. Here are some examples you can use: telling stories, making enumerations and lists, using success stories or interviews, metaphors and similes, etc. You can find other ways to apply creative writing in the “Types of creative writing” section of the article.
- Apply the final touches: before publishing, we touch on a final revision, ensuring that there is quality content as well as an interesting text that captivates the reader.
- Results measurement: and, finally, you can review the results to assess which content performed best and what improvements you can apply to your next posts.
Tips for developing creativity in writing and creating content
By following these tips, you can incorporate creativity into your texts, but let’s be honest: it can sometimes be difficult to innovate and be original.
And it is that creativity is an activity that requires training the brain, as if it were one more muscle in your body. The more you put it to work, the better it will perform. Practice is the key! However, some practices can help you improve your creativity:
- To be curious: The more information and references you have, the easier it will be for you to find inspiration. Reading a lot will help you see different ways to write creatively.
- practice brainstorming: It’s not the quality that counts, but the quantity in the early stages. You never know how far a simple idea can take you, so we recommend that you practice brainstorming often, always trying to find more ideas, even if you then choose the best ones.
- lateral thinking work: It involves breaking with patterns by trying to find new and creative solutions to problems. This in creative writing can result in an unexpected comparison, the linking of two concepts that at first glance do not have it, etc.
With all of this information, you will have already seen the importance of creative writing and the world of possibilities it can open up for your brand. Remember that this is a very good way to stand out from all digital content, since it combines quality content with an emotional and captivating factor that will help keep your buyer persona interested. .
You just need to practice and work your brain to be more creative. Do you dare to put creativity into practice within your content strategy?
Originally published and updated April 12, 2022.
Reviewed and validated by Susana Meijomilinbound content manager at InboundCycle.