A comprehensive guide to nailing your written content

Look, we all know video content is king of the castle right now.

Meaning other content styles, such as writing, can feel somewhat obsolete, taking the back seat in our strategies.

But the beautiful, written word is ever-powerful, and not to be dismissed.

And no, I’m not biased. Just passionate. Okay.

If you’re sidelining high quality written content, you’re missing out on some serious brand building power.

Because it’s more than just filler between pretty images and OST for your shortform.

It’s what keeps your brand relevant, trustworthy, and relatable. The written word still matters because it’s the best way to say, 'Hey, we’re more than a pretty logo' without the fluff.

Why do words deserve a permanent spot in your content strategy?

They do what videos and images can’t: they let your brand be precise, intentional, and, most importantly, consistent.

Visuals are fantastic for a quick scroll-stopping moment, but written content is where you dig into your brand’s personality and leave a mark.

Here’s why written content still matters:

• It builds trust and credibility: If you’re putting out clear, thoughtful writing, you’re telling your audience, 'We know what we’re talking about.' People trust brands that speak their language (in a way that doesn’t make them cringe, of course.)

• It creates a consistent voice: Consistency breeds familiarity. Familiarity breeds loyalty. When you write with a recognisable tone and message, you’re giving your audience a little taste of who you are every time they see your content.

• It shows you’re the expert: The market’s crowded, so standing out requires you to not just have something to say, but to say it well. Great writing shows authority without forcing it—no loud sales pitches or gimmicks needed.

When the majority of content practically screams at you, sometimes no noise, is the best noise.

It’s no secret we currently live in an algorithm-driven world where every brand is fighting for a nanosecond of attention. Because of this, there’s a common misconception that copy isn’t quite loud or flashy enough to cut through.

But that is absolutely not the case.

Some of the most successful brand campaigns have reached virality through platforms that hero written word, like X (formerly known as Twitter.)

Because great writing stands out.

A killer caption on Instagram, or a witty tweet can do wonders, as can an in-depth and informative LinkedIn post. The goal is to create content that’s easy to read, relatable, and straight to the point, no matter the platform.

Most of all, it needs to feel authentic.

When your writing feels authentic and is actually, you know, interesting, it will always cut through the noise. And trust me, a well-crafted message still makes people stop mid-scroll.

Finding your voice.

This is the thing that makes me so hot for copy.

Meticulously crafting my own tone and style has been what keeps me so passionate about the craft – and it’s the most important part of being a writer.

What I’ve learned since being a baby copy minor in uni to now, is that great writing isn’t about getting all poetic. It’s about finding the words that sound like you and capturing your inner monologue.

So, how the hell do you do that?

• Define your brand’s personality: Whether it's your personal brand or your business, you have to decide what you sound like. Is your brand the witty friend with the classic one-liners, or are you the trusted guide with advice for days? Get clear on your personality. This voice should feel like you every time, everywhere.

• Be consistent across platforms: If you sound like Shakespeare in an email and then drop into Gen Z slang on Instagram, your audience will notice—and not in a good way. You are not James McAvoy in Split. Stick to a tone and vibe that works across all channels.

• Refine as you go: Finding the right voice takes a bit of trial and error. Play around, test what feels natural. This will usually be what resonates best. Over time, adjust if need be.

Now, my little Dickens, Allen Poes & Austens. It’s time to get started.

Relax, this is the fun part. Here’s how to get the words flowing and create content that sticks.

• Start with purpose: Don’t just write to write. Know exactly what you want each piece of content to do. Educate, entertain, inspire—pick a purpose and stick to it.

• Structure for readability: No one has time for an endless wall of text. Break. It. Up.

• Use headers, bullet points, and short paragraphs. Structure makes your content digestible, which is exactly what readers need.

• Edit, edit, edit: The first draft is the warm-up. Get ruthless with editing. Trim the fat, tighten your sentences, and make sure every word earns its keep.

• Practice makes perfect: Writing is a skill that builds with time. The more you do it, the more natural it’ll feel, and your unique voice will come through stronger with every piece.

• Ask for feedback: A second opinion can be a game-changer. Get someone you trust to look over your work—they’ll catch things you missed and may help you fine-tune that signature voice.

I know that writing might not be as exciting and flashy as the latest TikTok. But it is truly such an important medium, and a powerhouse when it comes to building genuine connections.

Ancient humans’ first written words are 20,000 years old.

As a means of communicating ideas and storing information, the written word is the single most important and far-reaching technology available to humans.

Yes, it’s just marketing and no, it might not be that serious.

But why not tap into this valuable tool and explore it for all its rich and ancient worth?

A great voice, consistent style, and sharp writing create a sense of this is who we are—and that’s the kind of brand loyalty you can’t manufacture.

-Sophie, Writer

Want to learn how to find your voice?

Join The Cohort and learn to write on-brand written content that connects with your audience.