Your brand, your business and your products all have a unique story- and out there are people who are waiting for it.
To achieve success, you must tell it in the right way to the right audience to earn attention and inspire action. This involves effective communication, which all begins with words.
So, when do you and your team write these valuable words, and when do you search for a freelance copywriter to help?
It’s is a coveted but often underappreciated human ability.
Everyone wants it because creativity can offer a business a lot of value through fresh new ideas and innovation. Therefore, it needs to be encouraged, nurtured and managed well.
Even more importantly, professionals who sell their creative services, such as Copywriters, Marketers, Designers, Builders and Illustrators, need to realise (more than anyone) that we must treat our gift with respect and give it a break, or we risk driving it into the ground.
I experienced this firsthand myself recently.
Here’s what I discovered and what to do to get your spark back.
Who has heard the overused saying “content is king”?
Everyone! A fear years ago, this was the royal decree that marketers were grovelling to. It was all about pumping out as much content as possible to keep the masses and the Search Engines happy.
However, a few years later, it’s now everywhere. Hordes of it.
That’s why I spend more time worshipping “Engagement is queen.” She’s much more important.
Here’s how to take a quality over quantity approach to content so that your kingdom will actually want to read, watch and listen.
With marketing evolving faster than ever before, it’s no surprise how quickly trends come and people’s preferences shift – all of which we need to adapt to if we wish to survive in the business world.
Well, now it’s content marketing’s turn to take a leap forward. Besides voice search copywriting and voice content on the horizon, I’ve witnessed another new (and awesome) trend- which is interactive content.
Here’s how interactive content is evolving content marketing by ensnaring your customer’s interest on a whole new level.
Marketing theory tells us that, in order to reach our audience, we need to use the channels where they are most active.
This makes sense. As brands, we create content and then naturally cherry pick the touch points where our ideal customers spend the most time, so they see it and hopefully engage with our message.
Only a few years ago, this was quite narrow and selective.
However, what if your customers are now everywhere?
Creative content is all around us every day.
It’s all over the websites we visit and the videos we watch. It’s across the blogs we skim, the podcasts we listen to and the books we read. We’re obsessed with it.
Quality content is popular with audiences, which is why content marketing has become a highly effective way of reaching and engaging people. However, due to the abundance of choice, people don’t spend their precious time on just anything – they demand relevant value.
So, how is your business meeting this demand for content?
Marketing 101 teaches us that there are two types of customers: Business To Business (B2B) and Business To Consumer (B2C).
While elements of this still hold true, the world has changed. People now expect a far more personalised experience and a deeper connection from brands than ever before.
Meeting this expectation is called Human-To-Human (H2H) Marketing.
So, how is your brand connecting with humans?
One of the lessons I continually repeat in my Copywriting classes is “When it comes to content, write about the benefits first - not features.” And for good reason!
It sounds pretty obvious, doesn’t it? Yet, why are so many businesses continuing to do it wrong?
It’s one of the fundamental rules all copywriters and content creators must do right if they truly want to engage their audiences, however it remains as a persistent pitfall, continually tripping up many organisations!
Here’s how to ensure that your content is connecting with customers by focusing on the real benefits of your products or services that you’re writing about, and not the features.
We all know how important it is to raise brand awareness. But is this enough, today?
For too long, Marketing has assumed that if customers are simply aware of a brand that it means they will eventually make a purchase. While this may be true to come degree, we need to move beyond this limited thinking, because just knowing of a product or service doesn’t mean they’ll convert.
With customers being more savvy, empowered, distracted and time-poor than ever before, we’re living in a world where the individual consumer holds a lot more power than ever before. They now have the world at their fingertips which means we need to be actually relevant to them if we want to make a sale.
Let’s discuss this in more detail.
One of the worst things an organisation of any size and purpose can do is to underestimate the compulsory nature of Marketing.
Have a good think about your own business- are you guilty of this?
Marketing is one of an organisation's most essential resources, especially in today's digital and very connected world where people are in constant contact with you.
What are you showing them? How are you making them feel? What impact does that have?
Here's why marketing is crucial from the start.
Most creative service providers, from copywriters to designers, at one point or another during their career, will be asked to create or perform something for free.
That, or at a rate so low that it may as well be free.
Freelance copywriters are commonly faced with this scenario.
The reasons can vary from 'free exposure' to 'free trials', but whatever the reason, it occurs. So how does a professional service provider deal with this?
Is there a problem or should you just accept it?
Digital marketing is very commonplace today.
It's everywhere around us, from websites to socials, video to podcasts, SEO and much (MUCH) more.
It has been for years. However, 'commonplace' doesn't mean that it's stagnant. Far from it! With the growing advancements in Artificial Intelligence, Bots, Automation, Virtual Realty, Augmented Reality, and so on, digital marketing is evolving rapidly.
So, what happens to copywriting inside this shifting landscape? Quite a lot, actually! It plays quite a significant role across all of it.
Let's explain this further.
Voice search is the next (and some say final) frontier for marketing – so what is your business doing to prepare to meet your customers there?
Everyone has a mobile phone constantly in their hands today, and that means they’re also are carrying around personal digital assistants like Apple's Siri, Microsoft's Cortana, Amazon's Alexa and Google’s Assistant.
So, the internet isn’t just at people’s fingertips alone anymore – it’s on the tip of their tongues too!
While only around a one-third of people are using voice search now, it’s easy to overlook… but not for much longer.
Let’s discuss voice search, what it means for your business and how voice search copywriting can help you take advantage of this trend.
That’s the experience like working with a copywriter?
It’s a common question that business professionals ask when they decide they need help with their content writing, but just don’t have the time or the expertise to do it themselves.
“I want to appoint a copywriter, but I have no idea what do expect.”
Most people know of copywriters and may even know that they need one, but are curious about what it’s like working with a copywriter.
So, let’s explain the process of working with a copywriter and what’s in store.
Does Marketing really know thy customer?
One of the greatest challenges for Marketers is the study of the complicated Human Being.
Whilst we spend so much time, effort and resources into investigating customer behaviour through scientific studies, trials and extensive market research, we continue to find that the human consumer is not as simple as most text books and 'gurus' lead us to believe.
So, how can you get to know your customer better to improve your marketing efforts?
Personal growth: it’s something we should all be striving for; leaving our yesterday behind and enjoying a new-you everyday, fearless of the future.
But are we challenging ourselves enough each day?
Or are we just watching time go by slowly, then suddenly wondering in disbelief where it all went to?
Let's delve into getting this right, as we only have a limited time.
There are four types of marketing content when classed by the impact they have on your audience.
It's essential to have a blend of all four to ensure that you're engaging your customers in a balanced way and inspiring them to take action. So, here are the four types to check if your brand is creating everything your audience wants from you.
The quest to understand the humble human customer has been at the core of Marketing since the beginning of time - and still continues today.
In fact, in the digital age of technology, AI and Automation, it's even more important to understand more about consumer psychology than ever before.
Here's what you need to know about customer behaviour, and how to achieve marketing success through this appreciation.
Innovation In Business: Not doing the same thing over and over…
Sounds self-explanatory, right?
But then why are organisations getting it so wrong, over and over?!
Strategy... we all do it. We all need it.
Does anyone ask why?
‘Strategy’ is a buzzword within the business world which has been thrown around in every corporate circle, business function, yearly kick-off conference and staff meeting for absolute years.
But does everyone truly understand what it really is and how to maximise its potential?
If you’re a modern business looking to reach and engage your audience, and have them actually care, then you’re probably familiar with inbound marketing.
Inbound marketing is a far more effective approach today than other forms of direct advertising because it builds stronger relationships between you and your precious customers by offering informative and relevant content, at a time when they’re actually interested.
However, what often gets forgotten is that this content needs to be written by professional copywriters! Copywriting fuels inbound marketing because the process relies on written resources to be successful.
Here’s why and how inbound marketing needs copywriting.
Focusing on providing solutions to customer needs has never been more important to business success than it is today, given the digital environment.
This means that Marketing, as a function, must play a more prominent role in the boardroom when it comes to making key decisions, however there seems to still be an under-representation of Marketing,
Why are other functions, such as Finance and Legal still the only ones making big-picture decisions, when now, more than ever, we need to be taking a more customer-facing approach?
It's time to adjust the perception and re-evaluating the importance of what Marketing brings to the Boardroom.
How do you market your business in the most effective way?
Content Marketing is one of the top answers.
Your customer of today is becoming far more resistant to paid and direct advertising (often calling it 'intolerable' and 'disruptive'). Instead, they're actively hunting for content that is about them and discussing topics that they're actually interested in before they make a purchasing decision.
Unfortunately, businesses don't seem to be catching on and are continuing to spend the majority of their budget on interruptive advertising, while overlooking the power of copywriting and content marketing to genuinely engage their audience.
Here's a guide on why content marketing is essential and why you should be focusing your marketing efforts on it.
In pretty much every industry and across every field, people and organisations alike are producing content in its endless forms. Blogs, videos, articles, posts, publications, books, podcasts, and the list goes on, but the single uniting goal of them all is to reach an audience for a desired purpose.
That's how content creation works today.
An organisation’s best strategy when deciding on the product offering is to segment the market into a group that will be called the target market. A mass market approach is simply too difficult and wasteful, whereas it is far more effective or efficient to focus all energies into a particular group with similar characteristics and needs. By doing so, an organisation can cater their business model to service this market and gain the most return.
Through target marketing, an organisation can offer a tailored effort to meet the specific demands of a small segment, and in doing so, satisfy customers without spreading resources too thin.
A segment can be divided by geography, demographics, psychographic/lifestyle and behavioural factors. Modern marketing focuses more on behavioural segmenting rather than geography. There are additional segments when it comes to B2B segmenting, dividing with operating variables (such as technology), purchasing behaviour, situational factors, size of operation, industry and organisational characteristics.
There are three major steps in target marketing:
(1) Segmentation: this is where the market is divided into partitions based on key characteristics and elements that are important to the organisation, such as age.
(2) Targeting: each partition is analysed based on how attractive, profitable and accessible they are and one or a combination are selected as the target market.
(3) Differentiation and Positioning: the organisation forms and executes a communication plan to advertise and promote the unique features and benefits of their product to the target market.
An organisation can segment based on however they see fit, however an effective segment has the following characteristics:
(1) Measureable: easy to quantify for research and results
(2) Substantial: enough to provide profits and sufficient opportunities
(3) Accessible: low in obstacles to reach
(4) Differentiable: distinguishable enough from other segments
(5) Actionable: strategies are able to be formulated to take advantage of the segment correctly
(6) Predictable: their behaviour is not sporadic or unmanageable.
Choosing A Segment
Analysing segments to select one can be done in two main ways:
(1) Top-down, which is start with the organisation and its capabilities and working out how to make the segment match.
(2) Bottom-up is analysing the segment and fitting the organisation to the segment.
Basically put, if a segment is highly attractive and the organisation has the strength to enter it, then it is a good segment. However if the segment looks poor and the organisation is not capable, avoid at all costs. The areas in the middle are questionable.
In a segment, an organisation must position their product to how they want their consumers to view it. However, ultimately, it is up to the customers to decide their feelings toward the brand based on all experienced stimuli from the market.
A good marketing strategy will ensure the positioning is favourable and profitable for the organisation, as customers view the product as desirable based on their characteristics.
Changing a position is risky and tricky as positioning can become well ingrained. It could ruin or improve a product or brand’s image. This is one some brands use a ‘flank’ strategy, creating a sub or related brand in the same market with a different positioning, such as Toyota and Lexus in the car market.
To choose a positioning strategy, an organisation must identify the competitive advantages their product and organisation, select the most desirable attribute from the viewpoint of the customers and then communicate this effectively with the target market.
A competitive advantage is a feature, attribute, brand or other factor that gives one product offering something more favourable than all of its competitors in the market. This can be through product differentiation (eg: greater performance, or design), service differentiation (eg: better training or delivery), image differentiation (more desirable branding or events) or personnel differentiation (superior skills and training).
The correct competitive advantages must be chosen to create a unique selling proposition tailored for your target market. The criteria for deciding which differences to promote depend on how important, communicable, superior, distinctive, profitable, affordable and pre-emptive these differences are to the target market.