How content writing will help you win marketing’s popularity contest
Like so many others, I found myself in front of the big screen this week to watch the Wicked movie adaptation. And, like so many others, I haven’t stopped thinking about it since.
One song, in particular, has been playing on repeat in my mind: Popular.
It’s a fun, glittery moment in the story, with Glinda trying to transform Elphaba’s image to make her more ‘likable’. But beneath the catchy tune and comedic performance lies a revealing truth: Glinda’s idea of popularity is purely superficial - focused mostly on appearances and outward perception.
This idea of being popular mirrors how many people approach marketing, boiling it down to logos, visuals, and branding.
While these are important, they’re only part of the story. As Wicked unfolds (don’t worry, this blog is spoiler free), it’s clear that true connection comes from meaning, purpose, and authenticity.
In marketing, this depth is often achieved through content writing, which helps to build trust with audience, spark engagement, and make your brand the natural choice for your audience.
Why popular brands do best
Think about how people shop. When faced with two similar products, most people choose the brand they recognise or feel they understand better - often without even realising it. This is the power of familiarity: it breeds trust, and trust drives decision making.
In marketing, creating that sense of recognition requires consistency. It’s not just about being visible; it’s about staying relevant and aligned with your audience’s needs. Regularly publishing blogs, updating your website, and sharing engaging social media posts keeps your brand in the spotlight.
Content writing ensure that every piece you put in front of your audience reflects your brand’s unique voice and purpose, reinforcing your message across every platform.
The result? Your brand becomes the natural choice - not just because it’s seen, but because it’s trusted.
How content writing builds more than just surface appeal
The visuals of your brand might catch someone’s eye, but it’s the story you tell that keeps them coming back.
Content writing bridges the gap between what’s being seen on the surface and the feeling of deeper connection that our audiences need.
By utilising content writing services effectively in your marketing you can showcase your expertise and values and build a direct relationship with your audience.
A well-written blog post, a compelling email, or an engaging web page does more than just inform - it establishes trust and credibility by showing your expertise and understanding of your audience’s needs. Valuable, helpful content demonstrates reliability, positions your brand as an authority, and creates a strong connection. Over time, this builds confidence in your business and makes it the trusted choice.
SEO content writing, in particular, plays a dual role: it makes your brand discoverable through search engines while addressing your audience’s needs and questions.
Great content ensures your marketing isn’t just about being seen but about being remembered for all the right reasons. By providing value and speaking directly to your audience, you create a brand that people not only recognise but trust - and this puts you at the top of their list when they’re making purchasing decisions.
From meaning to connection: The power of content writing
At its heart, marketing is about making connections.
While design might grab attention, it’s the words you use that communicate your purpose and values, and will build your popularity. SEO content writing allows you to do this effectively, showing your audience not just what you do, but why it matters.
True popularity is about authenticity, meaning, and showing your audience what makes you unique. Content writing gives you the tools to share that story, transforming your message into something meaningful and memorable.
Ready to make your brand the popular choice?
If you’re ready to help your business stand out, let’s chat. Book a Marketing Clarity Call with me today, and we’ll tackle that marketing headache that’s been holding you back.
In this 90-minute session, we’ll focus on one area of your marketing - whether it’s improving your content to build stronger connections, streamlining your customer journey for reliable lead generation, or aligning your socials and website with your brand.
You’ll get honest feedback, practical advice, and a clear plan of action to make your marketing more impactful.
Prefer to get started right away? Enquire now about my content writing services, and let’s find the words that make your brand the popular choice.
