THE MESSAGE MARKETING BLOG
Valuable snapshots about Business, Marketing, Content and Copywriting success
Quality Copywriting and Content Marketing - the two essential tools in business today.
Most brands understand the role they play in engaging with their audiences on a far deeper level. They also generally understand the impact this has on achieving their goals. However, the problem is the common knee-jerk resistance internally, which I like to call the Frequently Raised Objections (FRO). Here are the top five FROs, and how to overcome them to help implement a better Copywriting and Content Marketing program for your business' success. 
Is your brand just online? Or REALLY online?
Businesses of all types, sizes and industries share one common thing today: we all have audiences whose eyes are glued to screens and rely on the internet for solutions. Since these potential customers can stumble across websites, social media pages, ads and other digital content at literally any time, you need to be there. Not just there, but providing an engaging experience that makes you relevant in their eyes. Strong copywriting is the standard for building an online presence that moves people. Here’s how (and why you need to implement it yourself). 
Every organisation must reach their target audience, whoever they may be.
So, how do successful businesses do this? Through high-quality copywriting which captivates, informs and drives behaviour, of course! Copywriting is a very powerful Marketing tool that businesses use to offer people value, earn trust and nurture profitable relationships. But what is copywriting and how can copywriting help your business communicate with your customers? Let's discuss what copywriting is and how you can use it to achieve successful outcomes. 
Who are your competitors?
How many of them are there? Due to the influx of brands over the last few years, we can assume they come in a range of sizes and shapes – from online businesses with delivery services, to brick-and-mortar shops with established products and big companies with large marketing budgets. So, how do you position your products and services to still earn the attention of people, despite the crowded market? Great copywriting, of course. It can help you articulate the value your business provides, helping you persuade an audience that you’re the right choice. Here’s how copywriting helps you stand out for all the right reasons. 
Just like a shop front or office space, your website is another entry point for your customers.
AND just like any physical location, it should be maintained, updated and polished regularly. Your website makes up the majority of your digital presence. It’s like a virtual shop where people go to browse through your products and services, and learn more about your brand. But most importantly - a website is a place where they will decide if you can be trusted with their needs. Is your website putting on a good show for them and winning them over? It should be. Here’s how. 
Do you need words to make a big marketing impact?
Every business needs to communicate clearly with their audience to engage them with relevant messages that educate and inspire action. To do this effectively, you may be considering hiring a professional freelance copywriter. But – what’s the process involved? How does hiring a freelance copywriter work? What’s it like to work with a freelance copywriter? No worries – I’ll explain everything. 
Content marketing is a popular marketing strategy for all kinds of businesses across different industries today.
It’s no surprise - quality content sparks engagement, delivers value and connects well with an audience. However, while many businesses think content marketing is easy, not all brands achieve great results from it. That’s because content marketing is not as simple as it seems. So, to make sure you’re on the right track with your content marketing, here are a few common pitfalls you must avoid. 
People today use search engines like Google, Bing and Safari so often that we can’t imagine the internet without them. They’re doing billions of searches every week across the globe, hunting pages for unique terms, phrases and questions.
The search results that come back are where most traffic gets funnelled into (especially on the first page!). What does this mean for businesses, then? It means your brand is sitting amongst fierce competition, all scrambling to become relevant. So, how do you get search engines to pick you over others? 
Do you want your content to go further?
Is your content continuing to offer you results? Most of your content should be working hard for you on an ongoing-basis. If not, then it's time to plan the use of your content better! Having a more robust approach to content marketing offers many advantages and it's beneficial for both your customers and your brand. Here's how to prolong the strength of your content, so it can go the distance for the good of everyone. 
Do you pay much attention to how you format your copywriting?
Whether you're writing a website, a blog or marketing collateral, simply throwing words on a page can doom your content from the very start. Your readers want information - but they won't stay engaged if you make reading the text really hard to do. It provides a poor experience and they will probably just abandon it. Don't do that to your brand (or your reader)! Here's why formatting your copywriting is crucial for content marketing success and how to format your copywriting effectively to maximise results. 
Your brand is one of your business’ most valuable assets.
That’s because it stands as a beacon that your audience can recognise, understand and relate to. But it only gains this value through its own strong identity. A brand identity is much more than just aesthetics like colours, prints and typography - it is how your brand defines itself. Here’s how to build a brand identity using copywriting. 
Something I’ve noticed recently is the number of copywriters out there.
This may seem like a good thing for you because there’s a lot of choice. However, it’s quite the opposite. It can be an overwhelming decision working out how to select a copywriter, especially as you just need your project done and done now. What’s the problem? Well, everyone can write. But not everyone is a copywriter. The ideal freelance copywriter should offer you much much more from their copywriting services than just taking a brief. Here are the 6 factors to help choose the right copywriter. 
Businesses absolutely must have a website today.
It's not an option or a nice-to-have anymore, because it's the only digital asset that your business has direct ownership and control over. This means that it's the only true platform fighting for your business in the vast online landscape. It's where your audience goes to find you and learn more about what you do. But just having a website is not enough. Capturing visitors' attentions immediately with great design and copy is just as essential. So, here are three simple tips to help you get it right! 
Think back to the last thing you bought.
Did you know there is an 8-step customer journey that we go through with every single purchase we make? This is how we go from no knowledge about a product or service, to a purchase and beyond. Throughout this buying journey, there are several stages involved and at each, we look for specific information before we can progress to the next stage. This is where a smart content marketing strategy comes in, providing value at every stage to transition our potential leads into advocates. Let’s discuss each stage and the content your brand should be creating to drive people along their own customer journey. 
Using search engines has become a staple of our time.
Everyone relies on the likes of Google, Bing, Safari, Amazon, eBay to be updated with the latest news, find answers to questions and obtain solutions to their problems. But search engines have started to evolve passed just typed queries and into voice search. How does your business adapt to this? Voice search optimised content. Here's how. 
Copywriting – it’s just writing words, isn’t it?
Copywriting is one of the many Marketing tools that every business needs to create effective branded content, build powerful messages, engage clients and earn results. But everyone can write, right? So, what’s the big deal? This is where these 7 myths come from. The reality is that, just like most professions, everyone can give things a go. But professional copywriting requires a specific skill set, experience and training; if you want quality copy, you need a quality copywriter. Here are the common copywriting misconceptions that I want to dispel for both clients and copywriters. 
Your customers can now easily access information in just a few clicks.
The mobility of the Internet, the accessibility of content and the rampant use of social media are exposing people to so many different things that can influence their purchasing behaviour. To capture your target audience’s attention, you need to cut through the clutter of overload and provide relevant value that will separate your business from everybody else. Inbound content marketing is an effective strategy that can help you make a powerful impression by delivering them content at the right time and in ways they want. When done correctly, optimising inbound marketing can present great opportunities to engage your audience and earn their trust. Here is everything you need to know about inbound marketing and its importance in your business quest towards success. 
Have you ever wondered why fluctuations in sales occur? Or have you thought about the reasons why reviews and feedback online play a major part in people’s decisions?
The psychology behind buyer behaviour greatly influences the way your audiences act and react. This is one of the fundamentals of Marketing that allows businesses like yours to understand how customers think and act. To help you understand buyer behaviour more thoroughly, here is a complete guide. 
Content Marketing is an important practise today.
Research from the Content Marketing Institute reported that 92% of Marketers stated their organisations viewed content as an important business asset. This is because highly informative and entertaining content allows businesses like yours to drive more traffic, convert leads and nurture a more loyal following. But while it’s an effective strategy, creating content isn’t easy. The competition for your audience’s attention is extremely high, so making mistakes when crafting pieces of content can be detrimental to your brand. To help you, we’ve compiled a list of things to avoid when producing content. 
The twenty-twenties is a marvellous but VERY fast-paced age.
We live in an era where people are always on their phones, customers await eagerly for the ‘next-best-trend’ and consumers demand a wide range of options for their needs. For brands, keeping up with those expectations is already hard enough. Yet, we all still have to worry about the growing number of competitions, our customers’ lack of tolerance for traditional marketing and an ever-shortening attention span. Thankfully, there is still a way for your business to capture their interest and position yourself as the best solution: quality copywriting still connects you to your audience, delivers your message and helps your business get ahead of its competitors. For your brand to thrive and survive in this new decade, here’s what you need to consider. 
Gone are the days when customers buy the same product and stick to one brand.
The abundance of options, availability of information and ever-changing trends now heavily influence the preferences of consumers – making it hard for them to be loyal with their purchasing decisions. So, how can you engage them in a deeper and more meaningful way? Content Marketing! It helps establish and build long-term relationships with potential and existing customers. With the right entertaining, informative and value-adding content, you can get your audience to fall in love with your brand. Here’s how. 
Is there a better option to cost-effectively stay connected with customers, engage leads and make a direct sale than harnessing the potential of email marketing itself?
Email marketing is a digital marketing strategy that utilises email to build and foster relationships with potential customers and current clients. It works by offering ongoing value through information. However, getting results is no easy task. People hate spam and pushy emails that crowd their inboxes and waste their time. Instead, you must create compelling and value-adding messages to ensure your emails are opened, read and resonate with them. Here’s how a copywriter can produce an email marketing campaign that appeals to your audience and provides significant improvements to your overall brand strategy. 
Landing pages are a big part of your Marketing.
Why? Because, if done well, they convert your visitors into leads and paying customers. Of course, for that to happen, the copywriting on your landing page must first appeal and resonate with your audience to take them on a journey from stranger to buyer. Here are some useful tips in writing effective landing page copy to help you. 
Right now – everyone is at home.
Sure, it’s a terrible situation happening globally right now. But, your customers are at home, and they’ve got more time and fewer distractions than ever before. This means they’re hunting for content. Valuable content. Is your brand taking this opportunity to be part of this? 
Marketing isn’t always an exact science, which can make crafting an effective content marketing strategy difficult to get right.
With all the pressure around meeting creative demands, covering budget constraints and handling all of the channels involved, you must also take into consideration your target audience who have subjective perceptions, high standards and different needs. It’s even more challenging if you’re in the B2B sector. B2B content marketing must be professional and business-centred, as your clients here are decision-makers and critical thinkers who are focused on the returns and financial incentives for their own organisations. Yet, you must also consider that they are people too who want engaging and informative content just like B2C consumers – tricky, huh? So, how do you strike a perfect balance when producing B2B content? Here’s a guide to help you out. |
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