To put it simply: content can make your business more successful. Words have incredible power to pull your audience in and, when delivered at the right time in an impactful way, can generate high-quality leads.
Copywriting is more than just words on a page - it’s truly an art that incorporates various tactics to draw readers in, hold their attention, and compel them to complete an action.
What is Copywriting?
Copywriting is an essential element of digital marketing. Think of it as a call-to-action but on a larger scale - readers are searching for an answer, whatever that may mean for them. Your target audience will be looking for something specific in your copywriting, and it’s your job to determine what that is and how you can cater to your audience.
The goal? To get those users to take action after reading your content.
Copywriting is your chance to make a case for your business while appealing to readers - and Google, whose Google Freshness algorithm update in 2017 still stands strong in favoring companies that publish regularly.
Luckily, there are a lot of techniques you can use to write exceptional content. Learn what makes up great copywriting and how you can use it to advance your content marketing campaign!
Essential Elements of Amazing Copywriting
1. Clear Intent
Writing with intention helps to develop a thorough, meaningful piece of content. It should be specific and get straight to the point, so you don’t lose the interest of your readers. If it drags on or is incoherent in any way, you’re going to lose their attention quickly. Make your topic clear and write with that in mind!
2. Understanding of Your Target Audience
Talking to your audience in a way that will generate interest is essential for a copywriting campaign. The better you know your audience is - what they need, how they think - the easier it will be to create content that speaks to them. Attracting the right readers brings in business from people who want to do business with you!
3. Follows a Strategy
Writing is a creative process; there is no doubt about that. But diving into copywriting without a defined strategy will have you all over the map with no clear direction of where you’re heading. The bones of a digital content strategy are made up of a couple of things:
Search Engine Optimization (SEO) - Using SEO data to know what keywords, topics, and audiences to target in your content. This can be flexible and change as time goes on, but you really want to start your strategy with a clear plan of why you’re writing what you’re writing. Plus, it’s so much easier to write with intention when you’re following a “map” of where to go!
Calls-to-Action (CTAs) - So you’ve got your readers engaged - now what is it that you want them to do next? Establish your CTAs when you develop your strategy to help streamline your marketing funnel. For example, if you are writing about the importance of using stainless steel in certain projects, incorporate a ‘Request a Quote’ CTA that drives readers to your form to inquire about your stainless steel products. Make it as easy as possible for readers to turn into leads!
4. Professional & Free of Errors
This is a no-brainer, but if you want users to take your content seriously, be sure to keep a hawk-eye out for errors. Of course, we are only mere mortals, but with all the grammar tools available nowadays (looking at you, Grammarly!), there is simply no excuse for sloppy writing. Pull in one of your trusted colleagues for a peer review. Professional, organized content goes a long way, which brings us to our next point.
5. Avoid Plagiarism At All Costs
You may be thinking, seriously? Is this such an issue that it’s worth mentioning here? The short answer is: yes.
Plagiarism in online content can be extremely problematic for your digital marketing campaign, even if it’s unintentional. Research is necessary when copywriting; there’s no doubt about that, but write with your creative wordsmithing to avoid getting dinged by Google for duplicate content. (There are some great plagiarism checkers out there if you’re ever in doubt).
If managed correctly, your blog can serve as an extension of your sales team! Nurture all possible leads with excellent content - educate them, excite them and give them a solution to whatever it may be that they’re looking for. From there, you are setting your business up as a trusted, viable resource, inevitably generating leads over time.
Want more tips about copywriting, or need some assistance from an experienced content writer to get started? Contact the experts at Page One Web Solutions today!