There are plenty of reasons to create engaging written content for your brand, and almost all of them center on how the written word can help you stand out from the competition.
Engaging written content can make your brand's voice more identifiable, solidifying you as the expert in your field. It can also help you build a unique relationship with your audience, reinforcing that idea that you're a go-to resource for that particular topic.
If you're trying to differentiate yourself from other companies out there, or if you simply want to set the tone and personality of your business, then having genuine text-based content is vital.
Best of all, you get to show off who you are when using content writing in digital marketing. Your tone can be funny or serious; you can be informative or clever; you can be approachable or authoritative—whatever tone you choose will present an image of who you are and what you do that's all your own.
This helps establish that personal connection with customers on a deeper level than most other types of media.
Remember, you are your brand. And while there may be many people or companies in your niche, there is only one YOU.
And this is where the 80/20 rule comes into play.