Every brand or business requires well-structured and high-quality content to keep their customers interested in their offerings. This statement means that good content is a prerequisite for a successful marketing campaign.
No matter the service or product you are marketing, a well-written and compelling copy can dramatically boost your conversion rate. When a brand releases a piece of content, it needs to ensure that the content is relevant to the customer, offers new and exciting information, and eventually drives sales. This is the purpose of copywriting.
Now, many people are unaware of the difference between a content writer and a copywriter. Put simply, the purpose of content writing is to generate interest in your offered product or service. Copywriting, on the other hand, is designed to generate and improve your sales. This means that while different, a marketing strategy requires a mix of both skills.
Strategic Copywriting Tips for Businesses:
If you are a creative writer tasked with writing a sales copy, the first thing you might want to know is how to become a copywriter.
Essentially, if you want your copy to succeed in converting a potential lead, it should leverage the viewers’ emotions. However, for a copywriter to create a copy like that, they need to understand the business, its customer base, and the goals and aspirations of the company.
Copywriting is used in several ways to drive sales, including:
- Digital advertisements
- Sales emails
- Sales letters
- PPC-oriented landing pages
These applications are a part of a brand’s content marketing strategy and show the importance of a well-written copy optimized for the consumers.
Let’s look at how you can improve the impact of your copy and make it the star of your content marketing strategy.
1. Develop Accurate Audience Personas
The first, and most obvious strategy, is to identify whom you are writing for. The personas you create will be those who view your content, such as your landing pages or your advertisements. Therefore, when creating a persona, flesh it out as much as possible with details like their lifestyle, age demographic, interests, expected behaviors, etcetera.
The purpose behind creating such personas is to understand the mindset of your potential customer. This helps marketers create content specifically tailored for their readers, making it more relevant to them, and thus increases its effectiveness.
Generally, it’s rare for a business to cater to a single persona, except for significantly niche services or products. The fact is that your content needs to speak to multiple customer personas equally well. For example, if your company sells sportswear, there might be potential to find new customer personas that most of your competitors ignore or miss.
Let’s say that your major competition targets their product to hardcore athletes and fitness enthusiasts. However, they aren’t the only ones who need quality sportswear. Your brand could create content that targets new customers to the world of fitness and help them feel welcome.
In the example above, we can see that while both target personas had different behaviors and lifestyles. To create a copy that speaks to both of them, we need to find a balance between the two’s interests to maximize the impact of our message.
2. Perfect the Art of Persuasion
As a content marketer, you need to know the factors that influence a customer into buying your product. This is where the art of persuasion comes in, and it is a hard thing to perfect. Using popular persuasion hacks, you can drive more traffic to your landing pages and increase your chances of converting promising leads.
Leveraging persuasion tactics means using popular marketing strategies by adapting them to your company and growing your business. Put simply; it means to use proven marketing techniques to improve your business.
To persuade a potential customer to patronize your business, you first need to understand their needs and wants. Once you know what they are looking for, you will know what to write in a compelling copy that converts your leads into loyal customers.
A popular copywriting technique used to persuade consumers is offering value without the expectation of any return. Marketers have found that if you give your consumers something of value, it leaves the consumer feeling they owe us a debt without expecting anything in return. This makes them more likely to listen to your sales pitch, increasing the chances of conversion.
3. Create Headlines That Express Their Intent
A large majority of readers barely scan over the headlines in a piece of content, only stopping to read in-depth if a heading catches their eye. This means that headlines are the main factor in making sure that a consumer reads your copy.
With the popularity of blogs rising, consumers are overwhelmed by the amount of content available nowadays. Moreover, the average attention spans have been reduced drastically. This means, to ensure that your consumers read your copy, it needs to have punchy headlines that attract them into reading your content in-depth.
Now, writing a catchy headline is not that hard. What most copywriters lack is the clarity of the message in their headlines. Headlines serve to drive traffic by informing the reader about its message in a short and memorable phrase. Therefore, if the headline is vague or unrelated to its content, it will fail to attract viewers.
In short, your copy should be easy to scan and should be clear about its topic and intent. This can be achieved by structuring your copy using proper headings and subheadings, which inform the reader about the topics being discussed in greater detail and can increase your CTR up to 400%.
4. AIDA to Create Compelling Content Consistently
AIDA, short for Attention – Interest – Desire – Action, is a popular copywriting technique meant to influence a reader into reading your content in detail. Using this simple concept, you, a content marketer, can create copies that drive traffic consistently.
Let’s have a look at each stage of this copywriting model.
Grabbing the attention of a reader through your content is what every writer aims for. A great way to do that is to create powerful and attractive headlines that influence a reader into reading further. Moreover, consistently catchy headlines make it more likely that a user will return or refer us to others.
A few tips to ensure that your content attracts is readers are:
- Add a number to your headline, such as “Top 10 design agencies in the USA”.
- Make sure the headline is clear about its intent.
- Try to add your keyword to the headline
- Use strong words that empower your headlines, like “Tricks” or “Free.”
After the headline, your opening paragraph is what heightens the anticipation of a reader. It assures the reader that it will deliver on the promise made in the heading and piques the interest into reading further.
To do that, your introductory content could include a personal story or example that relates to your reader’s plight. This helps the viewer connect to you and makes them more likely to read on.
Many bloggers use hope to interest their readers. When writing content that solves a problem for the reader, assuring them that there is a solution to their issue will make it more likely that a reader goes through your entire copy.
This way, you can generate reader interest for your copy.
A copy that builds desire will make the consumer want your product after reading your content. To do that, you first need to know what your users want and what they need.
Copywriting for content marketing means creating content that influences a reader into wanting your product, whether they need it or not. It should convince the user that their life can be a lot easier and better with your product, a technique used by Nike for its sneaker ranges.
Consumers buy expensive, limited edition sneakers from Nike not because they need them but because they have influenced the consumers into desiring them.
The final stage of the process is where you convert a promising lead. This is the step where many content marketers fail, despite generating interest and desire in their readers.
This could be done by asking the readers to leave a suggestion or comments or by asking them to visit your website or social media platforms. But make sure that you ask them to do precisely what you want them to do. This rules out any ambiguity on the reader’s part and increases the chances of successful conversion.
5. Plan and Structure Content into Series
Sometimes, a topic is so vast and exciting that a single copy cannot do it justice. For such scenarios, it’s better to create a cluster or a series that ensures that your topic is covered well and does not miss anything of value.
This also has a happy side effect of attracting repeat readers, as each preceding copy teases and heightens the anticipation for the next one. It allows a marketer to develop a good relationship with that reader and increases the chances of conversion and referrals.
Moreover, this structure also helps readers find and navigate the piece of content that interests them instead of going through lengthy copies.
6. Test Content Variations to Improve Your Click-through Rates.
An average internet user views dozens of ads in a day, and each ad tries to force them into clicking it. But according to Advanced Web Ranking data, approximately three-quarters of search click-through rates are for the links on Google’s search’s first page.
This means that as a content marketer, you need to be up to date on all the new tips, tricks, and changes to ensure that your content ranks high and maintains a good click-through score.
To do that, your headlines should be optimized according to your topic’s common searches. Many companies find the best headlines by testing multiple versions simultaneously to evaluate which scores better. BigContent used this strategy to increase its click-through rate by 55%.
In short, your headings are more valuable to your conversion strategy than your call-to-action.
What is Copywriting, essentially?
As discussed before, copywriting is essentially the art of persuading consumers to like and buy your product or service. Today, this includes several content types, such as:
- Digital ads
- Sales copies
- Landing pages
And more. It is even used to create spoken word content, such as scripts for sales or marketing videos.
The Importance of Copywriting in Content Marketing
Content marketing leverages the consumer tendency to ignore repetitive marketing ads. It provides content that informs, educates, and subtly influences them into buying your service or product.
It relies on original and distinct content to stand out and generate interest in your offering. Combined with search engine optimization techniques, it has become a powerful marketing technique today. That is why a content marketer needs to know their consumers’ content needs and learn SEO to optimize it effectively for the web.
Years ago, a copywriter had a single task of creating advertisements to sell a product or a service and were attached to marketing teams. Today, this job is far harder, with the copywriters now creating various types of content to attract consumers.
Today, copywriting provides an experience to the reader and subtly nudges a lead towards conversion. Suppose you are a copywriter or a content marketer searching to make their marketing strategy more successful. In that case, the six marketing strategies given above can help you create a sound content marketing plan.
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