My Journey As a Head Content Writer at Groveus | Content Writing & SEO

What if content writing became more than just a job?

For some people, it may seem to be an empty page. And there is something strangely exciting about a blank document. But, for someone who writes content, this might signal the start of a narrative, a concept, or an issue. At some times, I realize that all of my thoughts and ideas are well arranged in my head. On other occasions, I experience difficulties while looking for words to write down on a blank sheet until ideas fill up my head.

First I got a topic which I know nothing about, a blank document and some time, and I enjoy finding out what makes it interesting. I do my research, figure things out and try to make those findings presentable for people to read.

Actually, both situations are pretty normal for a writer.

For me, content writing has never been confined to the process of creating text. It is about knowing people, doing thorough research on the topic, finding the right angle and conveying an idea in a natural way. Now, working with Groveus Informatics Pvt. Ltd. for more than a year, I now look at content from a completely different perspective.

Earlier, my focus was mainly on writing the assigned article. As my responsibilities grew, I started looking at the topic selection, search intent, structure, internal links and final quality of the content as well. Being a Head Content Writer, I think not only about what needs to be written but why and for whom. One of the things I have worked on at Groveus is content for logistics and relocation businesses. These topics may look simple at first, but they require research into services, customer concerns, local search intent and the questions people actually ask before choosing a moving company.

What Takes Place Prior to Writing?

One of the things many people do not realize about the process of content writing is that writing takes place not in the very beginning of the process.

Prior to opening a document, I usually start with research.

I want to get a proper understanding of the topic first. Therefore, I explore the search queries, questions, available content and potential gaps.

Search engines provide lots of data. However, this is not the only source I use for the research.

I explore different sources, compare the data, analyze related topics and view the subject from the reader's perspective. If the topic is technical, I understand it properly so that I could convey it in an easy way. In case the topic is more general, I look for examples.

Only after that, the writing begins.

However, this is probably one of my favourite stages: collecting the scattered data and making sense of it.

What Goes Behind the Content I Write?

For me, each piece of content has something that happens before the writing starts. And I always give some extra thought to the process because there is no such thing as great content without the proper process.

Research First

First, I explore the topic from multiple sources and gain an understanding of the subject, current data and all the information that could be useful.

Understanding the Reader

Second, I think about the person who will read the content and understand his/her problem and questions. The process helps to determine what kind of content should be created.

SEO & Keyword Research

The following step is conducting keyword research. I have to know what questions users enter into the search engine. After I figure this out, I use relevant keywords naturally throughout the content.

SERP & Competitor Research

Then I look at the search results and analyse what is already available. I try to find a better angle or add something useful and different so the content has more value.

Content Structure

Now I plan the content structure by creating headings and subheadings, writing the main points and the possible FAQs.

Human-like Writing Style

Lastly, I begin to write down using my own language to make the content seem more natural and human-like. In such a manner, I manage to make sure that it doesn’t become too repetitive and stuffed with keywords but rather represents somebody’s description of the topic.

Internal Linking & Content Connections

Also, I look through the website pages for any content connection opportunities for the website content.

Editing, Rewriting & Proofreading

And, of course, there should be the last steps which include the edits and improvements to the text.

The Tools Help, But the Thinking Matters More

There are multiple tools and resources that I use for keyword research, Google searches, SERP analysis, competitor research, content planning, editing and proofreading during my writing process.

But I'm sure that the tools cannot write good content themselves.

They can provide you with some information. They can show the keywords. They can give you the search trends.

My Simple Content Formula

Research --> Understand --> Plan --> Write --> Edit --> Improve

This is a straightforward process, but I have understood that simple processes can produce better results when done well. For me, content writing is not about making more text.

It is about making every single word necessary.

What Being a Head Content Writer Has Taught Me

The responsibility of being in charge of the content has taught me that writing and managing are two different skills.

Being a Head Content Writer, I have to not only write but also plan content, structure it, define its audience and consider all the aspects of the digital strategy.

Sometimes it means editing a draft. Sometimes it means that I have to change the whole concept of the article.

And sometimes, yes, it means that I spend 10 minutes wondering if a sentence really needs a certain word.

Little details matter.

With time, I learned to be more sensitive to the issues of readability, SEO optimization, the voice of the brand and the reader's experience while reading the content.

Over a Year Passed, Many Lessons Were Learned

My experience at Groveus also made me realize that there is no such thing as a content writer who stopped learning.

Search technology changes, search behavior changes, SEO changes and readers get more selective.

So I learn and keep myself updated.

The experience I gained while working in the customer support and technical fields taught me that clear communication is essential.

Now I use this experience while approaching content writing differently: I do not write in order to sound knowledgeable, but in order to make the reader think "Okay, now I understand".

For me, that is a victory. And there is something in it that makes me feel satisfied with the result.

I enjoy doing research. I enjoy finding the right angle for my blog. I enjoy polishing an intro until it finally sounds good enough. I enjoy turning the initial draft into something readable and interesting.

And mostly I enjoy influencing how the readers perceive the brand through words.

Therefore, I do not treat the content as something needed just to fill up the web page.

Each article has its meaning and each sentence - its role. Also, every single reader deserves to get the information that won’t waste his/her time.

And now, one year after starting my work at Groveus, I am still studying, experimenting, and, above all, enjoying the process. What I enjoy in my job the most is that I don’t have to know everything. It is the willingness to find out the answers.

Some Tips for the Newbie Writers

If I had to give some advice to someone just starting their content-writing journey, I would not say "Just write every day". Although regular writing definitely helps, there is more to it.

First, learn how to conduct research. A writer who knows how to search, understand and explain information will always have an advantage.

Another point is that you shouldn’t mind simplification. You don’t have to resort to complicated words and terminology to show your knowledge of a subject. You have to stick to a simple phrase if it describes things better.

Thirdly, write for one person only. Don’t imagine a large audience but let a single person come to you and ask a question. It makes your writing feel much more natural.

The last point is that you should be ready to re-write the first version of your text without getting too attached to it. Your first version doesn’t have to be the final one.

Sometimes even the best articles appear only after the third or fourth version of the text.