Content Writing 101: 8 Skills That Set Top Writers Apart

With AI tools at everyone’s fingertips, what does “great” content writing mean in 2026?

Content writing is about using words and psychology to deliver value, earn trust, and move readers toward action.

It includes blog posts, social media content, newsletters, and white papers. Or it can be scripts for video, podcasts, and presentations.

Unlike copywriting, which persuades the audience to take an action, content writing builds trust through teaching.

Thanks to AI tools, filling pages is easier and faster than ever.

And as content becomes easier to produce, attention becomes harder to earn — whether readers are scrolling social feeds, skimming search results, or asking AI tools for quick answers.

The best content writers bring a full toolkit: deep research, sharp critical thinking, strategic judgment, and the ability to apply those strengths in ways AI can’t replicate.

In this guide, you’ll learn eight content writing skills that set top performers apart, shaped by my work with leading brands and insights from my colleagues at Backlinko.

1. Build and Hone Your Research Skills

Strong research is what separates fluff from content people trust.

Here’s how to build a hands-on research process.

Start with Your Audience

Audience research is the easiest way to understand your readers: their pain points, goals, and hesitations.

Start your research in a few simple but effective ways:

Mine social media platforms to find emotional drivers behind buying decisions
Skim product reviews to learn what excites or frustrates your audience
Talk directly to your audience through polls, surveys, or 1:1 interviews
Browse community forums to see real conversations around your subject

For example, if you’re writing about the “best SaaS tools,” don’t rely on generic feature lists to inspire your content.

Go where real SaaS buyers are sharing feedback — places like G2 reviews and user-generated forums like Reddit.

These insights help you create genuinely helpful content that connects with readers.

Rosanna Campbell, a senior writer for Backlinko, shares what she looks for when researching an audience:

But you don’t have to do all the heavy lifting yourself.

AI can speed up much of this process.

For instance, Michael Ofei, our managing editor, uses a strategic prompt to aggregate audience insights from multiple channels.

Copy/paste this prompt into any AI tool to jumpstart your research (just update your topic description first).

After using this prompt for the topic “journalist outreach,” Michael received a helpful list of pain points mapped to user level and emotional intensity.

Perform a Search Analysis

Next, it’s time to review organic search results to assess what content already exists and where you can add value.

Chris Shirlow, our senior editor, stresses the importance of looking closely at who’s ranking and how when studying search results:

Pay attention to:

Content depth: Is the content shallow (short posts) or comprehensive (long guides)?
Authority: Who’s ranking — big brands, niche experts, or smaller sites?
Visuals: What kind of visuals can make your content stand out?
Gaps and missing angles: What’s missing that you could add?

Then, repeat the same process with large language models (LLMs) like ChatGPT, Claude, and Perplexity.

AI has changed how people discover and consume information.

This means it’s no longer enough to rank on Google; your content also needs to surface in AI-generated answers.

Notice the type of insights coming up in AI-generated responses, and find gaps in the results.

Pay attention to the frequently cited brands and content formats to understand what AI considers “trusted.”

Study those articles closely to see how they’re earning citations and mentions.

Map Out Key Topics with Content Tools

Tools like Semrush’s Topic Research also help you learn more about the topics your audience is interested in.

Enter a topic like “lifecycle email marketing” and you’ll get a visual map of related themes like “loyalty program” and “segmenting your audience.”

This gives you insight into the subtopics to cover, questions to answer, and angles that resonate with your audience.

2. Find Fresh Angles to Create Standout Content

Don’t fall into the trap of rehashing what’s already ranking.

Find new angles and content ideas to break through the crowd.

Angles come from tension. This can be a surprising insight, a common mistake, a high-stakes story, or a view that challenges the norm.

Without tension, you’re just adding to the noise. Here’s how to find them.

Find Gaps in Existing Content

Study the top-ranking and frequently cited articles for your topic, and see what’s missing.

It could be:

Shallow sections that need a deeper analysis
Topics explained without visuals, examples, or case studies
Predictable “safe takes” that ignore alternative perspectives and bold advice

Use this framework to document these gaps.

Consider Opportunities for Information Gain

Information gain adds unique value to your content compared to the existing content on the same topic.

Think original data, free templates, and new strategies.

Basically, it helps your content stand out from the crowd. And creates an “aha” moment for your readers.

Use these tips to add information gain to your articles:

Find concrete proof: Support your claims with original research, case studies, quotes, or real examples from your own experience or industry experts
Expand on throwaway insights: Take loosely discussed ideas and cover them in detail with additional context, data, and actionable takeaways
Counter predictable advice: Stand out with contrarian perspectives, exceptions, or overlooked approaches
Address unanswered questions: Find what confuses readers and fill those gaps with your content

At Backlinko, our writers and editors consider information gain early in outlining to uncover gaps and add value from the start.

Here’s how our senior editor, Shannon Willoby, approaches it:

In my own article on ecommerce SEO audits, I proposed a simplified, goal-based structure for the outline, with an actionable checklist — something missing from existing content.

This approach gave readers a clearer roadmap instead of just another generic audit guide.

Use AI as a Creativity Multiplier

AI content tools make great sparring partners that enhance your thinking.

For instance, Shannon shares her process for using AI to refine her research.

The following prompts can help you find deeper angles and improve your audience alignment:

3. Back Up Your Points with Evidence

Evidence-backed content gives weight to your arguments and makes abstract ideas easier to digest.

It also helps your content stick in readers’ minds long after they’ve clicked away.

This includes firsthand examples, data, case studies, and expert insights.

The key is using reputable, industry-leading sources in your content writing. And backing up claims with verifiable proof.

Here’s how different types of evidence can strengthen your content:

Recent research data: Backs up trends and industry shifts with hard numbers
Case studies: Proves outcomes are achievable with real-world results
Expert quotes: Adds credibility when challenging assumptions or introducing new ideas
Examples: Makes abstract concepts concrete and relatable

4. Structure Your Ideas in a Detailed Outline

An outline organizes your ideas and insights into a clear structure before you start writing.

It maps out the key sections you’ll cover, supporting evidence, and the order in which you’ll present your points.

For example, here’s the outline I created for my Backlinko article on subdomains vs. subdirectories:

I included a working headline, H2s, and main points. I also added my plans for information gain.

This shows clients or employers how you’ll deliver unique value — and keeps you focused on differentiating your content from the start.

To get started with your outline, think of your core argument: what’s the most important takeaway you want readers to leave with?

From there, use the inverted pyramid to create an intuitive structure.

Include the most important details at the start of every section, then layer additional context as you go.

5. Develop Your Unique Writing Voice

Two people can write about the same topic.

But the one with a distinct voice is the one people quote, bookmark, and remember.

Assess Your Writing Personality

To define your writing personality, start by analyzing how you naturally communicate.

Look at your emails, Slack messages, and social posts.

Notice patterns in tone, humor, pacing, analogies, pop-culture references, or how often you use data and stats.

Then, distill these insights into a few adjectives that describe how you want to sound.

Like professional, insightful, and authoritative.

Use these to guide your writing voice.

For example, let’s say your adjectives are conversational, humorous, and authentic.

Here’s how that might look in practice:

Conversational: Short sentences with casual, relatable language. “Let’s be real — writing your first draft is 90% staring at a blinking cursor.”
Humorous: Use wit or funny references to engage readers. Instead of “Most introductions are too long,” you might say, “Most intros drag on longer than a Marvel end-credit scene.”
Authentic: Add stories from your lived experiences to make people feel seen. “When I first launched my blog, my mom was my only reader for six months.”

Get Inspired by Your Favorite Writers

To keep sharpening your voice, study writers you admire.

Pay attention to their rhythm, tone, and structure.

What terms do they use? How do they hold your attention — whether in a long-form blog post or a quick LinkedIn update?

Borrow what works, then put your own spin on it so it still sounds like you.

Adapt to Your Clients’ Voices

As a content writer, clients and employers will often expect you to adapt your writing to their brand voice.

This might mean adjusting your tone, pacing, or word choice to match their brand’s personality.

Study a few of their blog posts or emails to understand their style.

Note patterns in rhythm and vocabulary, and mirror those in your draft — without losing what makes your writing yours.

AI tools can help you check how well your draft matches your client’s voice.

Upload both the brand’s voice guidelines and your draft to an LLM and use this prompt:

6. Add Rich Media to Improve Scannability

Even the best ideas lose impact when hidden behind walls of text.

Plus, research shows that most people skim web pages. Their eyes dart to headlines, opening lines, and anything that stands out visually.

That’s why adding visual breaks, such as images, screenshots, and tables, is so important.

Visual content works well when you want to illustrate a point.

It also simplifies or amplifies ideas that are hard to convey with text alone.

As Chris Hanna, our senior editor, puts it:

Here are a few places where infographics can supplement your writing:

Comparisons:

Tables or side-by-side visuals

Frameworks and models:

 

Diagrams or matrices

Workflows and processes:

 

Flowcharts or timelines

Abstract concepts:

 

Layered visuals (like Venn diagrams)

At Backlinko, we track visual break density (VBD) — the ratio of visuals to text.

Our goal is a visual break density of 12% or higher for every article.

That’s about 12 visuals (images, GIFs, callout boxes, or tables) per 1,000 words to keep content easy to scan and engaging.

Here’s how this looks in practice:

We do this to improve the readability, retention, and engagement of our articles, from start to finish.

7. Understand How to Sell Through Your Content

Every piece of content sells something — a product, a signup, a return visit.

But good content doesn’t read like a pitch.

It gently nudges people to take action by building trust and solving real problems.

Lead with Value

This is what Klaviyo, an email marketing platform, does through its blog content.

They include helpful examples, original data, and actionable tips in their content writing.

But they also weave in product mentions that feel helpful, not salesy.

There are case studies, screenshots, and examples that show how real clients used their platform to increase revenue.

This is smart for a few reasons.

It proves their expertise, reinforces how their product solves real problems, and delivers value — even if the reader never becomes a customer.

Focus on Outcomes, Not Features

People don’t care what a company offers — they care what it helps them achieve.

Features talk about what you offer. Outcomes show people how they can benefit.

Here’s what this looks like in practice:

Show people you understand their frustrations by baking their pain points into your content writing.

When readers sense you’ve been in their shoes, they’re more open to your advice.

Take this HubSpot CRM product page, for example.

​​It highlights real frustrations — setup hassles, messy migrations, lost data — the exact headaches their audience feels.

Then, it shifts to outcomes with copy like “unified data” and higher productivity from “day one.”

That’s outcome-driven content writing. It connects with the audience immediately and makes the benefits crystal clear.

Share Your Firsthand Struggles

Authority matters, but so does humility.

Be honest about your wins and failures. It makes your content feel real.

Here’s an example from one of my Backlinko articles where I shared my struggles with creating a social media calendar:

I relate to the audience with language like “too many tabs” and “overwhelming categorization.”

And provide a free calendar template so readers can apply what they learn.

8. Finalize Your Work

Here’s the truth: your first draft is never your best draft.

Editing is where your content truly comes alive.

Step Away from Your Draft

One of the simplest editing tricks in the book? Give your draft some breathing room.

Chris Shirlow, our senior content editor, explains why:

It may take a few rounds of editing and refining before you get everything just right:

Round 1 (quick wins): Go through the article. Does it flow logically? Is it easy to understand? Do your examples clearly illustrate the core ideas?
Round 2 (structure): Ask AI for editing feedback. What are you missing? Does the structure/writing flow naturally? Is there any room to add more value?
Round 3 (polish): Tighten sentences, transitions, audience alignment, and examples

Here’s a prompt you can use for Round 2:

Prioritize Clarity Over Cleverness

If your audience has to re-read a sentence to understand it, you’ve lost them.

As Yongi Barnard, our senior content writer, says:

Take a quick litmus test: Is this sentence/phrase/word here because it helps my audience, or because I like how it sounds?

You’ll know a sentence/phrase needs to be cut if it…

Slows down the flow
Makes the point harder to understand
Is redundant

Common issues in content writing (and how to fix them) include:

Build Your Personal Editing Checklist

Every writer has blind spots: repeated grammar errors, overused words, or formatting mistakes.

That’s why Yongi suggests creating a personal editing checklist that includes common errors and recurring feedback from editors.

Chris Hanna suggests going through the checklist before submitting your draft:

Over time, you’ll naturally make fewer mistakes.

Here’s an editing checklist to get you started:

How to Become a Content Writer: A Quick Roadmap

If you’re starting from scratch, don’t worry — every great content writer began exactly where you are.

Here’s how to build momentum and get noticed.

Find a Niche You’re Passionate About

The fastest way to level up as a writer? Specialize.

Niching down builds authority — and makes clients trust you faster.

So, pick a niche (or two) and become an expert.

A good niche checks three boxes:

Passion: You care enough to keep learning and writing when it gets tough
Potential: There’s growing demand for this information
Profitability: Businesses invest in content on this topic

Build Expertise and Authority in Your Niche

Once you pick a niche, become a trusted voice.

This gives you multiple advantages:

Traditional and AI search engines see your content as authoritative
Readers are more likely to trust what you say
Your content is more likely to be shared and quoted

Start with what you know. Draw from your own experiences to add depth and credibility.

For example, the travel writer India Amos built her authority by writing firsthand reviews.

Her Business Insider piece about a ferry ride is grounded in real experience, making the content trustworthy and relatable.

But don’t limit yourself to content writing for clients. Get your name out there.

Contribute guest posts and expert quotes to reputable sites
Speak at conferences or webinars
Share insights on social media

The more you’re cited as an expert, the stronger your credibility.

Learn SEO Fundamentals

SEO basics remain essential to content writing: keyword research, competitive analysis, and on-page optimization.

But you’ll also want to know how to write and structure LLM-friendly content.

YouTube videos, blogs, and courses can help you understand these topics quickly.

It’s also helpful to familiarize yourself with popular SEO tools.

Clients often expect you to know platforms like:

Clearscope, Surfer SEO, MarketMuse: Content optimization and readability scoring
Semrush, Ahrefs, Moz: Keyword research and competitive analysis
Perplexity, ChatGPT, Gemini: AI search insight and prompt-based content discovery

Show Proof of Work with a Portfolio

A portfolio showcases what you bring to the table and provides proof of your accomplishments as a writer.

But you don’t have to spend weeks (or months) building one.

What matters most is what’s inside your portfolio, such as:

A short intro about who you are and what you offer
Writing samples that showcase your expertise
Testimonials or references
Contact information

Tools like Notion, Contra, Authory, and Bento let you design a portfolio in minutes.

For instance, here’s my Authory portfolio:

I like this platform because it automatically adds all articles credited to my name.

You can also invest in a website for more control and search visibility.

I did both — having a portfolio and website helps me improve my online visibility:

LinkedIn can also double as your portfolio.

Add details about each client and link to your articles in the “Experience” section of your profile.

Share your on-the-job insights, feature testimonials, and engage in relevant conversations.

And don’t forget to post your favorite work, from blog posts to copywriting.

Unlike a static site, LinkedIn keeps you visible in real time.

Future-Proof Your Content Writing Skills

Use what you’ve learned here to create content that builds your reputation and lands clients.

Because great content writing doesn’t just fill pages. It opens doors.

And as AI continues to reshape the content world, the best writers don’t resist it — they evolve with it.

So, don’t fear artificial intelligence as a writer. Use it to your advantage.

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