Can you cook? Probably yes. But does that mean you’re capable of opening a restaurant? Most likely not. It’s a similar story with writing.
Just because you learned to write as a child and naturally have a lot of practice at it, it doesn’t mean you can write a novel or copy for blogs and websites.
Text production is much more complex than stringing letters together or listing facts. Writing a superb text takes time and experience. In the best case, the text is written specifically for the desired target group, in the right tone, the ideal dramaturgy and with the right words. Different types of texts require different approaches, structures, text lengths and information.
In the following article we would like to clarify what is meant by text production, what types of texts there are and what is involved in the process of text production. In addition, we would like to explore whether it is possible to automate the text creation process.
What Is Text Production?
Professional text creation involves more than just the actual writing. The precise planning of topics and content, of headlines and the structure are just as much a part of it as editing, delivering and publishing the text.
Each step of the creation process has different priorities and costs different amounts of time. The detailed editing and copy editing of a text is part of quality management at the best agencies. Unfortunately, however, this step is often neglected.
When planning and later writing the text, it is necessary to consider the specifics of different types of texts and intended goals. Moreover, should the text be written informally or formally? It is always important to write at eye level with the target group. This also determines the extent to which technical terms or foreign language expressions should be used.
Special attention must also be paid to the uniqueness of the text. This is a decisive criterion for the Google Bot to evaluate a text, which has a direct influence on the ranking in the organic search results.
What Are the Different Types of Text?
As mentioned at the beginning, different text types also influence the structure of the text, the choice of information, the length and some more. No matter what type of text is written — two different techniques can be applied:
SEO Optimized Texts and TF*IDF Texts
It is essential to remember that practically all texts on the Internet serve one purpose — to be found and to lead traffic to a website. This is usually achieved through the best possible placement in the organic search results on Google. With nearly 1.8 billion websites worldwide and about 60 million new websites created every year, you have to come up with something to be found.
Both techniques are used in different ways to optimize texts so that Google classifies them as relevant and displays them high up in the search for certain terms.
SEO texts are characterized in particular by the planned use of previously defined keywords that are placed in the text in a search engine-optimized manner. TF*IDF texts go one step further. Texts considering the term frequency–Inverse document frequency also focus on the relevance and weighting of a word to gain an advantage over comparable content.
Different Text Types
With the help of the two techniques described, different types of text are then written:
Product and Category Descriptions
In order for your online store and the products sold therein to be found, appropriate product and category descriptions are necessary. However, the descriptions often provided by the actual producers of these products cannot be used.
This can have copyright reasons, but in addition, an even more significant background — they lack uniqueness. If these descriptions were simply taken over, this would lead to a penalty in the ranking. Accordingly, individual, perfectly matched product and category descriptions are essential for the sale of goods.
Blog Posts and Expertise
Blog posts can accomplish many things. They are suitable for adding value to visitors, can serve to strengthen a company’s expertise, or can simply be used to transfer information. In the end, however, blogs help increase a website’s relevance and show Google that you occupy an expert niche in a particular field. Well-written blogs with valuable content are ideal for sharing on forums and social networks.
Landing Pages
Landing pages are special pages designed to target a specific audience or topic and serve a specific purpose. They are topic-centric and include matching CTAs (call-to-actions) to bring about a desired action from readers, such as subscribing to a newsletter or requesting information. When creating texts for landing pages, it is particularly important to address the target group in a very precise and targeted manner.
Reviews
Reviews are popular ways to introduce and compare products or services. They are often created in the context of affiliate programs, on the one hand to provide readers real information and, on the other hand, to persuade them to buy.
Encyclopedia or Glossary
A glossary or encyclopedia is ideal for placing keywords and providing added value to readers. In addition, this is a great way to present yourself as an expert in a particular field. The internal links to the glossary also increase the structuredness of the content and help Google to rank it.
Other Types of Text
There are also many other types of texts — from press releases to advertising copy and e-books, from descriptive website texts to one-pagers and corporate mission statements.
Get expert advice on how we can help you improve your website’s search engine rankings, increase traffic, and generate more leads.
Can Text Production Also Be Done Automatically?
Currently, one hears a lot about automatic text production with ChatGPT software equipped by artificial intelligence. Indeed, the topic is fascinating and exciting. It shows what technology is already capable of today. Via a text-based dialog system, one can ask the program to write something on a desired topic.
For a purely factually oriented text, for example, where it is a matter of enumerating arguments on a certain topic, ChatGPT, or any other AI Text Generator, can certainly make a supplementary contribution. However, when it comes to tonality, precise targeting, linguistic finesse, useful SEO translation, or conveying emotions, the technology quickly reaches its limits.
However, ChatGPT can be very helpful in research, saving time and thus costs. One can get inspiration while writing and have arguments compiled. However, one cannot create an imaginative text with added value with today’s technology. So, it should be seen more as an auxiliary tool in text production than as a substitute for an accomplished copywriter.
What Is Part of the Process Around Text Production?
In addition to the actual writing of the texts, the text production process includes several other steps, which we would like to discuss below or in this other article on “how to get articles for your blog“.
Step 1: Planning
It all starts with the right content planning and strategy. Ideally, a long-term plan is created to write relevant content that is oriented towards the marketing plan. In addition, there is often a thematic structure, which requires precise planning.
During the planning phase, the goals are also fixed and prepared for the individual target group content in each case. The planning phase includes an extensive keyword analysis, the observation of competitors, and possibly also a survey of the customer base according to their wishes.
Step 2: Writing the Texts
Briefings are a suitable means of communicating to the copywriter the results of the preparation and the wishes of the customer in terms of tone, target group, keywords, structure, channel, text length, address, etc. The more precise and differentiated the briefing is, the better the later result can be.
In numerous instances, the copywriters are freelancers who work for various clients and agencies and specialize in this area.
Step 3: Editing
Unfortunately, some agencies do not take this step very seriously. And this is what distinguishes a good copywriting agency from a bad one. Copy editing and proofreading of texts is an important step in quality management. Here we check whether the keywords have been correctly processed, if the structure fits, if the uniqueness of the text is high and if the grammar and spelling is correct.
Step 4: Publication
Depending on the type and scope of the service, the text is published on the customer’s website in the final step. Here, the channel and the target group play a significant role in choosing the right time. Even though legally the copyrights remain with the author, the author grants the agency and thus the customer extensive rights of use. The customer is then free to decide when and where a text is to be published.
Can Text Production Also Be Outsourced?
One should not underestimate the creation of a text and the entire process surrounding it. This requires not only expertise, but also sufficient time resources. Outsourcing text production is therefore a proven method and brings with it numerous advantages, which are:
1. You Have the Costs Fully Under Control
Usually, text agencies like Blogtec offer fixed packages that can be customized and stand for budget security. As a rule, these packages can be easily adapted to current needs. This means you are flexible in every respect and know exactly what costs you will incur. Employing your staff for content creation, on the other hand, is only worthwhile in very rare cases.
2. You Can Use the Best
Through a text agency, you have the opportunity to have your texts written by the best writers. Among freelancers, there are many who specialize in certain topics or text types and can bring a lot of experience to the table. By outsourcing, you can take advantage of this expertise.
3. You Remain Highly Agile and Independent
To stay competitive today, you need to be extremely flexible and agile in the market. By outsourcing and having texts written, this is guaranteed at all times. If necessary, you can produce more content at very short notice in one month, while another month can be approached more reluctantly. Use the existing structures and network of a professional agency to remain adaptable yourself.
4. You Get Everything From One Source
Maybe you have a knack for writing yourself or a talented employee in your company. However, the planning of the content, the control of the texts, the plagiarism check and much more is then left up to you again. When outsourcing to a good agency, you get all these services from a single source and don’t have to worry about anything.
Lesson Learned: Professional Text Production Is Not to Be Underestimated
Let’s go back to the beginning of our post. We’ve established that just because you can cook, it doesn’t mean you can open a restaurant. We hope that we were able to sufficiently present the reasons for this to you and that you agree with us on this point.
We are confident that many of you did not expect all the things that are part of the text production process. The planning alone, including a skillful keyword research, is already a small science in itself — not to mention the writing of the texts, the checking of the uniqueness and the many other steps.
Blogtec offers you help and support with its network of professionals in all areas of text production — from content planning to optimization and SEO content creation.
Of course, you will find all the important information on our website that can simplify your decision. In addition, we offer a free and completely non-binding consultation so that you can get an even more detailed picture of us.
