What makes a good content writer in today’s fast-paced digital world? Many businesses misunderstand this, leading to lost attention, trust and leads. Stéphane Horta, marketing strategist at BluMango, breaks down what separates average writing from content that actually works. In this interview, he shares his no-nonsense take on why writing talent matters, what businesses are missing and how the right writer can completely transform your brand message. If you’ve ever struggled with bland, overly technical or self-centered content, this is the clarity you’ve been waiting for.

A good content writer understands your business and your audience. They research thoroughly, ask the right questions and write in a clear, persuasive voice that connects real customer problems with meaningful solutions.

What does the term “good content writer” mean to you personally?

A good content writer is someone who takes the time to deeply understand your business, your products and your services. This means going beyond the brief. It involves direct conversations with key team members such as management, marketing and sales to get to the heart of your company’s vision, values and strategic goals. The best writers don’t just write about what you sell, they help articulate why it matters and what sets your brand apart.

They also immerse themselves in your market. A good content writer studies your audience’s behavior, language, pain points and decision-making process. They learn to speak the customer’s language, empathize with their challenges and tailor content that resonates on a personal level. This level of understanding helps the writer create content that not only informs but also builds trust and moves readers to take action.

By blending brand insight with customer empathy, a skilled writer creates messaging that connects, converts and strengthens your position in the market.

Why do businesses really need a good content writer today?

Businesses need a good content writer today because content writing is not just about putting words on a page. It’s a strategic blend of psychology, communication and marketing. It’s an art form that requires insight, empathy and precision. The truth is, strong content writers are hard to find because it’s much more than just having good grammar or being creative.

Too often, marketing content is either filled with sales hype or overloaded with technical jargon. It speaks at people instead of to them. Many companies focus on themselves, explaining what they do, what they sell and why they think it matters, without truly addressing what the customer cares about. But if the reader can’t immediately see how the product or service solves their problem, they won’t take the next step.

A good content writer knows how to cut through that noise. They simplify complex ideas into clear, relatable language that any audience can understand. They replace tech talk with customer talk and reframe features as benefits. Their writing shifts the focus from what a company offers to how that offering helps the reader.

This customer-first approach builds trust, keeps readers engaged and moves them closer to a decision. In today’s noisy and competitive digital world, that kind of clarity is not just helpful, it’s essential.

How can you tell if someone is truly good at content writing?

You can tell someone is truly good at content writing when their work feels effortless to read but delivers clear business value. A strong content writer will always start by showing a deep understanding of the audience and the company. Their writing doesn’t just describe a product. It clearly connects that product to a real-world problem the customer is facing, creating immediate relevance and value.

They also avoid the common traps of overly technical language or sales-heavy pitches. Instead, they use simple, natural language that informs and builds trust. Their content feels like a conversation, not a brochure. You’ll also notice that good content writers are great listeners. They ask smart questions, talk to key people in the company and take time to understand the brand’s voice, goals, and unique positioning.

Finally, results speak for themselves. A good writer helps improve engagement, drives qualified leads and creates content that people actually want to read and share. That’s when you know you’re working with someone who understands the craft.

Can anyone become a good content writer with practice, or is it a talent?

Becoming a good content writer is, in many cases, a matter of talent. Some skills can be learned, but great writing, the kind that truly connects with people, often comes naturally. I’m a perfect example. I’m a strategist, a talker and I can map out marketing ideas all day long. But when it comes to actually sitting down and writing those ideas out, I struggle. I can spend hours in front of a blank screen and still have nothing usable. Writing well takes more than just knowledge, it takes a feel for language, tone and flow.

That’s exactly why having someone like Daria on the team at BluMango is such a game-changer. With her, all it takes is a few words, a simple idea, or a rough direction and she knows exactly how to turn that into something clear, powerful and ready to go. There’s no need for you to start a draft yourself or go back and forth with edits. She just gets it right away. That level of trust and creative efficiency is rare and it saves time, streamlines the process and adds real value to everything we do.

How do you balance SEO needs with keeping content enjoyable to read?

Balancing SEO with good writing is all about intention. The goal isn’t just to satisfy an algorithm. It’s to deliver real value to the right people and keep them engaged. A good content writer understands how to naturally integrate keywords without disrupting the flow. The writing should always feel human, conversational and easy to read.

Instead of stuffing keywords, a skilled writer uses them strategically, placing them where they make sense, such as in titles, subheadings and key transitions. More importantly, they write to answer the questions real users are searching for, which naturally improves visibility and relevance.

This approach also aligns with Google’s emphasis on content quality, especially through its EEAT framework: Experience, Expertise, Authoritativeness and Trustworthiness. Google rewards content that demonstrates real knowledge, is written by or attributed to experts and builds credibility through clarity and useful information. When content focuses on helping the reader first and meets these standards, SEO becomes a tool that amplifies the message rather than one that overshadows it.

What role does research play in writing good content?

Research plays a critical role in writing good content. Before you can write anything that truly resonates, you need to understand the subject in depth. That goes far beyond surface-level information. At BluMango, we approach this by interviewing subject-matter experts to get firsthand insights. We also use AI as a powerful research tool to scan trends, analyze competitors and uncover fresh angles that add depth to our content.

Good content starts with solid knowledge. Without strong research, even great writing loses impact because it lacks substance. But when a writer takes the time to understand the topic thoroughly, the result is content that’s accurate, trustworthy and genuinely helpful. It also means the writer can speak with confidence and authority, something audiences can immediately sense and appreciate.

Combining expert interviews with AI-backed research gives us a full picture, from both human insights and data analysis. This makes our content more insightful, more relevant and more likely to connect with the people it’s meant to reach. Research is not just a starting point for us, it’s the engine that powers everything we write.

How important is understanding the target audience in your writing process?

Understanding the target audience is one of the most important parts of the content writing process. Without that understanding, even the best writing can miss the mark. Good content isn’t just about delivering information, it’s about making the reader feel like you’re speaking directly to them. That’s only possible if you know who they are, what they care about and how they talk.

At BluMango, we invest time upfront to get clear on the audience’s mindset. We look at their roles, challenges, motivations and even their language patterns. Are they technical decision-makers who want detailed specs? Or are they business leaders looking for value and strategy? This context shapes everything, from the tone of voice to the examples we use and the way we frame a solution.

When content is aligned with what the audience is thinking and feeling, it builds trust faster. It keeps people engaged because they feel understood. It also increases the chances they’ll take action, whether that’s contacting you, downloading something or sharing the content with others.

In short, knowing your audience is not optional. It’s what turns ordinary writing into content that actually works.

What advice would you give to someone who wants to become a better content writer?

If you want to become a better content writer, start by investing more time in understanding who you’re writing for. That means getting crystal clear on the audience, not just their job titles or industries, but their challenges, goals and the language they naturally use. The best content writers aren’t just good with words, they’re curious. They ask a lot of questions. They want to know what makes the audience tick.

Don’t be afraid to go deep. Speak with clients, sales teams or customer support to hear real stories and problems. Study customer behavior, review feedback and dig into social media conversations or online forums. The more you understand your audience, the easier it becomes to write in a way that feels relevant, helpful and trustworthy.

Also, never assume you already know enough. Good writing starts with listening. The content that connects best often comes from insights others overlook, something a customer said in passing, a repeated pain point or a shift in tone that matches how people really talk. When you put the audience first, the content practically writes itself.

Conclusion

A good content writer does far more than write clean copy. They help you connect, persuade and grow. As Stéphane Horta has shown in this interview, it’s about talent, empathy, clarity and an unrelenting focus on the reader. Whether you need to improve your messaging or drive better engagement, working with a skilled writer can make all the difference.

Want to learn how this approach could transform your content? Contact BluMango today to discover how we help brands turn strategy into storytelling that performs.