Good content copywriting boosts a brand’s profile and creates a unique voice that pierces through the online ‘white noise’. In fact, when fully harnessed and embraced, intelligent content can directly influence your engagement levels, and, ultimately, those conversion rates.
With so much at stake when it comes to your marketing, there are few things more important than creating business content that hits the spot.
Cue: Your copywriting strategy.
It’s a bit of an artform so it’s difficult to know where to begin. Here are some of the secrets of the content copywriting trade, that’ll get your words working for your business.
Nail down core messages
The content-planning stage is the perfect moment for you to outline your core messages. What must your customer absolutely know? What are the key benefits to them? When you have a short list of one-liners, use them in your copy. Be prepared to take time over it – seamlessly working them into content can be tricky!
Be ruthless
When it comes to content writing and SEO copy, it’s important to keep things to the point. Be sure to put your copy through rigorous editing to weed out any unnecessary rambling. Also drafting an outline before you begin writing saves time later on. Be succinct. Be ruthless. Grrrrr…
Play with words
Successful copy is creative copy. Luckily Google is on your side when it comes to playing with language. For instance, it dislikes repetition, so using synonyms now and then keeps your copy lively, engaging and SEO-friendly. It is also more line with a journalist’s approach. Matt Cutts of Google is the man to listen to, if you’re really keen to nail it.
Think beyond your boundaries
To create unique copy, you need to think outside your usual limits. Don’t be afraid to unleash your imagination while brainstorming content topics, and try out techniques you’ve never explored before.
Research topics thoroughly
Strong copy uses relevant industry research and stats. This creates integrity, which is essential to your reputation. So it’s important to spend time double-checking facts and referencing them before you publish (links to original articles and reports work well).
Collaborate with other creatives
Your copy may be powerful, but it’s also worth embracing other media in a bid to make your content even more engaging and diverse. Collaborating with graphic designers, web developers and video production gurus is a brilliant way of giving your content that extra kick.
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