Your Guide to Preparing Successful Marketing Copy
Your marketing copy plays an important role in the way your business comes across to your customers, and how they respond.
If you’re going to win big with your marketing today, you need to focus on content. This is how you will stand out from the pack, grow your web traffic, and teach people about your brand.
The problem is that about 70% of marketers don’t have an integrated strategy for their content.
If you can figure out your content strategy, you’ll be competitive and ahead of the game. So, what should you focus on? We’re happy to explain.
The tips below will help you with your marketing copy.
Know the Intent of Your Content
Goals are everything with your marketing content – especially with written copy. People have shorter attention spans and more options vying for their attention, so you need to know what you’re trying to achieve and execute with it.
If you’re creating a blog, you should understand the intent of your content and the goals that you’re trying to achieve. Some marketing objectives that you might key in on with your written copy include:
- Growing more traffic to your website
- Introducing a product to the market
- Communicating news about your brand or company
- Steering people toward your e-mail list or other communication lists
- Establishing yourself as an authority in your industry
When you’re clear on your goals or intent, it’s easier to write directly and in a way that creates an impact.
Make it Stand Out
The world has 600 million blogs and nearly 2 billion websites. You can’t afford to make your marketing copy run of the mill or just like everyone else. When you create content, make sure that it fits your brand personality and that you’re communicating in a way that stands out.
Go with a tone that will attract the exact audience that you’re looking for. You can achieve this by creating customer personas and running analytics research. Use adjectives and mix up your sentence structure, write with clarity, and focus on brevity. Web content needs to have shorter sentences, rather than long blocks of text.
Consider hiring professional copywriters to make sure your writing stands out and achieves the goals you’ve set.
Focus on SEO Principles
Since 68% of online interactions begin with Google or other search engines, you need to always build your content to perform well from a search engine optimization (SEO) standpoint.
You need your written content to serve as SEO copy that will land on the first page of Google and at the top of Search Engine Results Pages (SERP). Do some keyword research and analytics that will help you hit the target demographic of people that are looking for what you offer.
Accumulate a list of primary and secondary keywords, use them at a density that achieves results, and include keywords in the introduction, body, conclusion and at least one header.
Quality is one of the best things you can focus on when you want your marketing copy to stand out from an SEO perspective. Google ranks content highly that provides value and that contains authoritative references and information.
Definitely avoid keyword stuffing, write with clarity, and include catchy titles, metadata, and other details that will pay off for your SEO efforts.
From an SEO standpoint, you should also include strong, authoritative links and professional quality images and other multimedia.
Grab People’s Attention Early
Always start strong to get people to keep reading your content. Use your brand voice and find ways to grab your reader’s attention, while giving them an idea of what they will learn once they keep reading.
The key to starting strong is to remember the AIDA formula. This is a marketing strategy that focuses on:
Attention
Interest
Desire
Action
With Attention, stop the reader in their tracks with a statement that lets them know that this piece of content has value that they need to focus on. Following it up with an Interesting statement, fact, figure, or another point that clarifies the intent of the article, and makes them keep reading.
With the Desire element, persuasively include a statement that lets them know they will learn and grow from the information they are about to read. Follow it up with an Action-oriented sentence that compels them to keep reading to find out more.
From here, you will follow it up with a strong body of text that is the meat of the article, offering value that they can sink their teeth into.
Use Strong Calls to Action
A call to action (CTA) at the end of your article is arguably the best thing you can include as part of your written content strategy. This is the “ask” of the content that sums it up and tells people how they can continue interacting with your brand.
The CTA typically directs people to sign up for a list, make a purchase, read another piece of content, reach out, or otherwise take action. Make your CTA the most well-written, persuasive piece of the article so that you capitalize on the hard work that you put into it.
Invest in the Best Marketing Copy
Having next-level marketing copy can separate your company from the pack. It’s a quintessential part of brand building today that will help you reach customers, get conversions, and make the most of your potential in the marketplace.
JumpWorks is happy to assist you when you need marketing services that get results. If you’re ready to start your project, send us a message or give us a call at 0121 405 0390.
