How do you make your copywriting work? How does copywriting generate results? Excellent questions!
Business has always been about outcomes and achieving a return on investment, however with the rise of digital marketing, assessing the success of our campaigns is easier than ever.
Every advert, promotional campaign or social media strategy can be tracked, measured and improved. But what about the copywriting element? Copy makes up a significant part of every marketing initiative, from your content marketing to website pages.
But how do we make sure our words are pulling their weight?
Search Engine Optimisation (SEO) is a very popular marketing technique.
Why? Because search engines are how your customers navigate the internet. People today are hunters and gathers online - something comes to mind and BOOM, straight onto their phone or computer to find an answer, a product or more information.
If you do SEO well, you will get found at that exact moment of action!
That’s SEO. It closes the gap between customers who are looking for solutions and businesses like yours who can provide them with exactly what they need. But it’s not as simple as it may seem. It’s worth it, but it takes work.
It’s also changing rapidly. There are new SEO updates around search intent, voice search and much more.
So, we’ve prepared an SEO guide to help your business succeed with search.
Everyone uses email today.
That's why it's a popular choice as a marketing channel. Simple, easy and cost-effective, email marketing can be highly effective. But that doesn’t mean it just works instantly! While everyone always keeps an eye on their inbox, they need to be receptive to your message if you want them to pay attention.
Let’s talk about the most common challenges businesses face with email marketing and how to solve them, so you can make it a viable option for your business.
When it comes to content, there are five types, based on the impact they have on your audience.
This offers a great opportunity to mix things up, for both them and your brand.
Having a blend of all five also ensures that you're engaging your customers in a balanced way which inspires them to take action.
So, let's define the five types to check if your brand is creating everything your audience wants from you.
How genuine are your brand’s messages?
How honest is your tone and communication style?
Does the information you provide earn trust?
These are critical questions to ask yourself because your customer is very savvy, suspicious and intuitive today. They have wised up to the fake and they’re not afraid to tell you, tell others and walk away altogether.
Here’s why being genuine is so critical in marketing and what that even means.
It’s the beginning of a new year and it should come as no surprise that there are a lot of changes to pay attention to if you’re serious about success this 2021.
Due to the evolving demands (and expectations) of both B2B and B2C customers, together with the constant growth of technology, there are so many things your business needs to pay attention to in order to keep up, and even stay ahead of the pack.
On top of all that, your marketing strategies must be constantly innovative to ensure that your brand continues to be valuable and relevant to your audience.
So, in 2021 – how do you do all of this? By raising the standards of your content marketing.
Here’s what’s happening and how to get ahead this year.
Content marketing continues to be one of the most popular and effective marketing practises today (when done right, of course).
There’s no surprise why. Your audience loves it because they gain value on their terms, and this builds a trustworthy connection between you. That’s why businesses love it too.
But today, there’s heaps of noise, so many channels and countless options available, and you’ve probably seen that quality over quantity is the key to strong content marketing.
So, what do you do? Where do you go now?
Here are some content marketing pointers to make your year a winner, whether you’ve done it for years or your brand new.
Google is at it again!
More new algorithm updates that have everyone running around afraid that their content will become null and void.
But before everyone panics, can we look at what these changes actually do first? Let me take you through a few things about Google Algorithm updates and how they affect your content marketing.
Then you can act accordingly.
2021 is here!
So, it's the perfect opportunity to make some exciting plans for your brand.
The New Year is always a very motivating time in the business calendar when we’re all optimistic about making positive changes to the way our businesses operate and our brands behave.
But – what should you do?
Here are 8 brand improvement ideas to get your creative juices flowing and make your brand appealing.
Have you ever clicked on an article, only to get hit with a cringe-worthy page?
Nothing makes you want to flee faster than pop-ups, flashing advertising and huge walls of awkward text - because no topic is worth that!
That’s what many brands are forgetting: the Content User Experience (UX) is equally as important as the content topic, if you want your content marketing to have any impact at all.
Here’s why (and how) smart businesses today focus on their customer’s content experience to get the best results.
Have you ever gone on a big trip without any plan or preparation?
We’re all for spontaneity, but you’d probably get pretty frustrated very soon without the right directions or essentials. It might be fun here and there with some luck along the way, but let’s admit it - you’re facing far greater risks of encountering problems, getting lost, having inconveniences and wasting resources.
It’s exactly the same with content marketing. Without an organised strategy, it’s a pretty frustrating journey.
A lack of clear plans, tactics and goals can lead you farther away from accomplishing high returns, optimising your content and achieving long-term consistent growth for your business.
Let’s discuss how to put the right foundations in place for your content marketing plan.
Let me ask you a question (well, two – and the second answer will surprise you).
What do you think is the most common reason people come to me for content copywriting help? Better word choice? Stronger messaging? Content creation assistance?
However, here’s the second question: what’s the most common copywriting service I actually perform?
If you answered, “improve content flow”, you’d be right again.
But you probably didn’t say that, and you’re not alone. Content flow is the biggest challenge all businesses face when creating content, and yet most don’t even know what content flow is or that they’re even doing it wrong.
So, let’s discuss how poor content flow is costing you readers, and how to fix it.
2020 has been full of bumpy roads, unexpected turns and countless obstacles along the way.
It has been a challenging ride. But it has also made the world more innovative, resilient and strategic too.
The same goes for us Marketers – the unprecedented difficulties have made us more flexible and creative in promoting our businesses, connecting with our audience and overcoming our competition online.
This 2021, there will still be larger forces beyond our control. Nevertheless, we can prepare our brand as early as now to ensure that we’re earning amazing results in the near future.
How? Through the power of Content Marketing!
Yep – everyone can write!
You’ve probably been doing it all day and you’ve been writing since you were at school. So, why hire a freelance copywriter?! You’ve got this.
Why hire a cleaner when you can (probably) clean?
Why hire a designer when you can (maybe) design yourself?
Why hire an accountant when you can spend hours working out what to claim on tax yourself?
It’s the same thing with a professional marketing copywriter.
So, why would someone consider hiring a copywriter?
Here are 7 daily business scenarios that you’ll encounter as the perfect reasons to consider the services of a copywriter.
As a Copywriter, I find that many businesses focus on producing a lot of fresh content pitched towards lead nurturing and brand awareness to acquire new customer segments.
This is a very powerful and proven strategy, to be sure.
However, there is another side of copywriting and content marketing that seems to be going underutilised: engaging your current customer base to offer them ongoing value.
Producing 'current customer content' for them can be equally as effective and profitable (if not more!) as approaching new customers, because it fosters a stronger relationship with the people who are already familiar with your brand.
Here's how copywriting and content marketing can be used to develop stronger bonds with your current customer base, and how to reap the rewards.
Brands love to tell stories.
Why? Because people love hearing them (if they’re told well, that is). Stories are ingrained in the human psyche because they help deliver a core message in a flow the keeps people engaged throughout every stage.
However, while stories are as old as history, the typical story arc has changed - and your audience has changed it.
It’s time to adapt or get ignored. I know which option you’d probably prefer!
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.
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.
Content Marketing is a popular business practise today.
However, there are a lot of common content marketing FAQs that I get asked every day by clients.
Questions like: where do I start with content marketing? How does content marketing work? Is content marketing right for my business?
If you have content marketing questions, I have content marketing answers!
I’ve put them all in this blog for you to enjoy.
In today’s marketing, consistency is key.
This certainly applies to the way your brand communicates through its messaging, style and tone of voice.
I can’t make it any simpler than that. While you do need to vary up your types of content to keep things fresh and, yes, brands do evolve over time, it’s very important to have a consistent core message that forms a relatable identity.
Here’s why your brand needs a core message and how to do develop your own.
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.
Content Marketing is highly mainstream today.
But it’s also powerfully effective when done correctly. Why? Because your audience is actively hunting for valuable, entertaining and informative content every hour of every day.
Look at what you’re doing right now! Look around at everyone on their phones.
Searching for content is ingrained into our lives.
So, what types of content do you need for content marketing?
What content does your brand need to create to be successful?
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.
Competition is fierce today.
Business Owners and Managers like you are looking to digital marketing initiatives like social media, influencer advertising, interactive content and even Artificial Intelligence (AI) to connect with your audience.
However, you shouldn’t overlook and underestimate one of the oldest yet effective marketing tools that exist – email.
With over 3.9 billion daily email users in the world, email marketing (or Electronic Direct Mail - EDM) still offers results, can make a good impression and build lasting relationships with customers. In fact, marketers who utilise segmented email marketing campaigns enjoy an increase in revenue as much as 760%.
Do you want to achieve the same success from email marketing? We know the secret! Here’s how.
DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.