Crafting a well-worded email or business plan isn’t the same as writing marketing content for the web, social media, blogs, and ad copy. Here are two reasons why.
Reason #1: People Internalize
We all see the world through a personal lens. We find connections and relationships between new sensory data and what we know, or what we think we know. Then, we catalog it in one of those boxes we organize in our memories.
For example, Cool Water cologne brings fond memories of my childhood and hanging out with old friends. Sweet tea in a mason jar anywhere west of the Mississippi makes me nostalgic.
The data I receive in each experience is new, but it’s categorized with things I already know, think, and feel.
Your customers are the same way. That’s why it’s important to write for them rather than for yourself and your business.
Reason #2: We All Have Personal Bias, Especially with Money
We tend to be more biased about our products and services than others. For instance, as the seller, we want the highest price for our product or service. The buyer wants the lowest price for their desired quality. The middle ground is usually the fair market price/value.
Most of us walk around thinking about our lives and what we need next to make it better or easier.
That gives you common ground for marketing content writing. You can better engage and attract a distracted audience if you remember that simple fact: they are looking for what’s in it for them. Focusing on them in communications will help your content performance in significant ways.
But how can you do that? It’s not easy. It’ll take a lot of practice and research. If you’re DIY’ing your marketing content writing, here are three pieces of advice you shouldn’t ignore.
Tip #1: Spend Some Time on Keyword Research, Headlines & Titles
Even if you’re not creating something for a search engine, you still want the company’s marketing content writing to reflect your customers’ interests and desires.
You can determine keywords by performing thorough research on platforms and websites like Google’s Keyword Planner, Google Trends, Answer the Public, Ubersuggest, and many others.
I also like to use Google search autocomplete to see the most popular terms for common questions.
Check Google Search Console or Insights in your Google My Business profile to see what words people are using to find your website. If you don’t have this yet, you’ll need to make some guesses until you have data to analyze.
When it comes to creating titles and headlines for pages or posts, follow simple copywriting formula rules. There are dozens. Some of my favorites are reviewed in Buffer’s article, 27 copywriting formulas.
Tip #2: Grammar, Spelling, and Word Count Matter… A Lot
Don’t bother writing pages or posts under 300 words these days. Google prefers at least 500 words of original content that’s formatted in a reader-friendly way. The longer the topic, the more relevant and helpful, the better.
Use a reliable spellchecker and grammar check. Don’t skip this part. Seriously. Nobody’s that good. However, a grammar checker isn’t going to do the editing for you. Edit your content at least three times over at least two days. You want to edit with fresh eyes.
Grammarly is one of my favorite and most used tools. It helps catch those pesky typos and assists with rewording when necessary. They offer a free version, but if you’re doing a lot of marketing content writing, I’d recommend going for the pro version.
My advice is to take a good look at your writing. Is it hard to follow? Full of errors? Is it made of one big paragraph? Ask friends and family for candid opinions.
If you’re not getting results or aren’t a great content writer, it’s time to consider hiring a reliable, long-term marketing content writing specialist.
Marketing content writing is a specialty in the complex industry of communications. If this doesn’t convince you of the importance of good writing, here are some stats:
- Three-quarters (74%) of online consumers look at your grammar, sentence structure, and spelling.
- More than half (59%) will not do business with a company with many spelling and grammar mistakes in their copy.
- Visitors will only read about 20% of your content, so make sure it’s a good story with plenty of arrows pointing to a call to action.
- Most visitors read in an F-shaped pattern, which means they won’t even see a lot of your copy unless it’s engaging.
Tip #3: Build Brand Awareness with Professional Marketing Content Writing
Writing website copy, ad materials, social media posts, and blogs should never be taken lightly. These are your brand’s personality and character. They’re the things people talk about when they think you’re not paying attention.
Brand messaging is the key to consistency in your communications. It’s the part of marketing content writing that’s highly specialized and performed by creative artists who closely watch search behaviors.
Brand consistency includes things like:
- Appropriate use of brand elements, such as logo, colors, and fonts
- Predictable tone of voice
- A regular point of view
- Company values and social responsibility
- Imagery that defines the business, tells a story, and is easily identifiable
- Relevant, timely, and motivational calls to action
- Stick with one direct call to action, like “shop now,” “schedule appointment,” or “buy today.”
- All other calls to action, like “sign up for our newsletter” and “download this guide,” are transitional calls to action and just as important to your sales funnel.
Those are the obvious branding elements. Some of the not-so-obvious ones include:
- Image positioning and angles
- Line spacing
- Page formats
- Shapes and icons
- Quote/call-out fonts and layout
Everything matters when it comes to writing marketing content. I’ve seen small startups tank their business’ reputation because of poor writing and shabby digital communications. I’ve watched medium-sized companies over a decade old lose loyal customers because of disjointed messaging.
In a world full of other people who offer the same thing as you, marketing content writing and branding is where you stand out. Don’t take that lightly.
Stay connected to get updates on new materials.
Get regular tips, tools, resources, and some fun motivation once monthly. I appreciate your support!