With the popularity of social media on the rise, brands and businesses have resorted to marketing on various digital platforms instead of billboards, television ads, and in magazines.
To reach a larger audience affordably this has become a necessity.
The problem? Social media needs unique content to target audiences spread across various platforms.
This content has to not only educate, but also needs to persuade readers to take action.
You can write great piece, one that would’ve gone viral on the internet as ‘best article of the year’ but unless it generates sales and profit for your company, what good is it for your end goal?
Marketing content needs structure and sequence to be effective and provide results.
Structure and Sequence
Despite using content writing as a marketing tool, why do many businesses fail to attract people to their products?
It’s because they over engage in storytelling.
Audiences today do not have the patience to sit around and read a 2,000 word rambling article, when a 500 word article on another website gives them the same information.
Words are powerful. If you use them effectively, you can take your business to new heights.
The structure and sequence of your content should both inform the reader/audience and entice them into taking action.
The formula is the same everywhere:
Emphasize the pain point.
Relate to the struggles they face and sympathize with them.
Give them a solution.
To get people to purchase your products, your copywriting / content writing needs to consider these factors:
Why: Why are you writing this article? What do you aim to achieve?
What: What product are you marketing? What is the message behind it?
Who: Who is your audience?
Where: Where is your content going to be published? (Newspaper ads, pamphlets, websites, etc)
How: How to keep people reading your message.
When: When will your copywriting article be published?
This will help you structure and organize your content to ensure that your readers get actual value from your content —and come to see you as the solution to their problems.
Level With Your Audience
Your content should match your audience’s literacy level. Don’t use big words when you’re marketing a product suitable for 10-year-olds. If they don’t understand it, they’re not buying it. It’s as simple as that.
Conversely, if you’re aiming to attract industry experts, don’t dumb things down too much.
Employ the Correct Voice and Tone
The voice and tone of your copywriting content should match your brand’s voice and image. It should reflect your brand’s identity – safe, neutral text may fall flat when talking about risky or exciting topics.
Practice Good SEO
The structure and sequence you applied to content are no good if you practice poor SEO skills.
Google has hundreds of developers working to prevent ‘Black hat’ SEO tactics that lure the audience in, then leave them empty and frustrated.
Break Your Content Up
Most people don’t want to read an essay. Break your content into subtitled chunks so that readers can easily skip to the part they’re looking for.
Get The Audience to Engage
Include your audience in your marketing tactic. Prompt them to tell their stories, their experience, and their views.
Your content is not the only content that’s important – sometimes, the audience’s input provides new insights, while making them feel heard and appreciated.
Copywriting: Promoting Your Content, Products, and Services
Copywriting is so much more than telling stories and bragging about your product.
Effective copywriting follows proven persuasion formulas, like AIDA (Attention, Interest, Desire, and Action) to get the highest possible response rates.
A competent copywriter might mean the difference between a an effective marketing campaign and a campaign that falls flat.
The Benefits of Customer-Centric Content
The content you create should be customer-centric. You don’t just want to get people to buy your products, you want them to stay around. You want them to be a part of every product release, every brand promotion.
Remember, copywriting is meant to persuade and sell, not just entertain. If done the right way, it can also pave the way for word-of-mouth marketing.
When your product and service make a customer happy, they’re bound to refer your business to their friends, family members, everyone they come across.
They’re also more likely to become outstanding clients who stay with you for years to come.
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