Copywriting: The power behind video and audio marketing

Video and audio marketing have been around for a while, but it’s only recently starting to peak in popularity, especially given your audience’s insatiable desire for informative, engaging and entertaining content across all different media.

This means that you need to take the omnichannel marketing approach and produce an effective mix of written, video and audio content to reach your customers whenever and wherever they are.

But it’s not about pumping lots of mediocre material out and hoping for the best.

​Your business needs to take a strategic approach to produce quality content that customers actually want and will read, watch and listen to – and copywriting is the key.

Here’s what you need to know to unlock the power of video and audio.

Everyone in marketing circles knows how important it is to include video (both live and recorded) and audio (such as Podcasts) in your content mix.

Whether it’s fresh content or repurposed, using multiple channels to reach your audience now is an effective approach. However, with so much noise and your customers being very selective, you need to differentiate your video and audio content by making it fresh, unique and highly compelling.
​
Copywriting can help you. 

What’s copywriting got to do with it?

Copywriting is just for blogs, right? Wrong! People still seem to equate copywriting with only written content, but it offers you so much more than this.

In fact, it amplifies the potential of a whole range of different material, from websites and interactive forms, to AI chatbots, video scripts, podcasts and much more.

Copywriting isn’t just ink on a page or words on a screen. As a professional freelance copywriter myself, I am seeing an increasing number of clients requesting more video and audio in their marketing mix than ever before.

Why? Because people are looking for visuals from videos and audio they can listen to while on the move.
​
So, how is copywriting supposed to help you get the best results with audible and video? Let’s discuss.

What is video copywriting?

Video copywriting is the use of professional copywriting to produce the segment ideas, main points and video scripts at the initial stages of creating video content that will be recorded specifically for an audience for a strategic purpose.  

Proper video script writing is essential, yet so overlooked (to your business’ peril) today. With all of the video clutter in the market now, especially in the business world, starting with an average (or no) script means you’ll end up with an average video.
​
So, sure – while video appears to be only audio-visual as a finished package, the copywriting that goes into it beforehand is what separates an excellent and engaging video from a mediocre one that no one notices.

What types of video scriptwriting does copywriting cover?

Video copywriting refers to:

• a video script that you read from word-for-word (full-video scriptwriting)
• a basic outline to provide guidance and direction for the speaker
• prepared questions to ask as a video interview
  
  

Full video scriptwriting lends itself more to corporate videos, advertising and videos that you’re producing with a specific message to communicate.

Even with the growing trend of less polished, impromptu videos that seem more genuine, your viewers are still expecting the flow and ideas presented to be valuable and succinct. 

What’s the problem with turning on your camera and just shooting? 

Nothing, in general. However, the majority of times what ends up happening is you get a 5+ minute video of waffle that hides a message somewhere within, instead of a sharp and snappy video that gets to the point.

Unfortunately, with people having a shorter attention span than ever before, a long and tedious video creates a frustrating customer experience.
​
Video copywriting can help solve this problem entirely and produce video content that is compelling and absorbing from start to finish.

What is audio copywriting?

Audio copywriting refers to using professional copywriting to write scripts and a run sheet plan for content that is intended to be recorded for an audience to playback as an audible file, such as a Podcast or audiobook.

Just like for your video content, quality audio script writing is very important, but its value is often underestimated. As a result, there is a lot of mediocre audio content and Podcasts being pumped out into the market that never go anywhere.
​
Quality copywriting can guide your audio content so that it’s engaging and interesting for your audience, which encourages them to listen to your message, subscribe and hopefully convert.
Just know that when you listen to a quality Podcast or audio file, a lot of copywriting work has gone into its planning prior, even if it isn’t obvious on the surface.

What types of audio scriptwriting does copywriting cover?

Audio copywriting refers to:

• an audio script that you’re reading from word-for-word (full audio scriptwriting)
• a basic outline to provide guidance and direction for the speakers
• prepared questions to ask as an interview
  
  

Full audio scriptwriting tends to be used when creating official audio content, such as radio advertising, instructional files, and audiobooks, as they have a specific message to relay to the audience.

For the rest, copywriting is used to create structure and a plan for the topic’s direction.
Unlike videos, there is far less customer demand for audio content that is recorded on the fly. In fact, most listeners want a polished audio production and will dismiss Podcasts that are noisy or poorly recorded. Your listeners place a high importance on great topics that are explained well and succinctly.

A copywriter can help you get this balance correct.

Is there a problem just hitting record and speaking into a microphone? 

No, there isn’t per se.

However, you don’t want the content that you’re providing for your audience to be lacking in substance, which then turns them away. There are too many different audible options out there all vying for your customer’s limited attention – so don’t waste your efforts with mediocre scripts.

So… why do I need copywriting when creating audio and video content?

Because copywriters create audio and video scripts in the same way we do written blogs and articles. The principles are the same, which means we focus on answering customer objectives, earning trust and gaining conversations.

Just remember – if you’re going to the effort of creating valuable video and audio content that you know your target audience will want, then it’s important to not forget that copywriting is an important part of this.

Copywriting just isn’t written words – it’s the script writing that goes behind phenomenal videos and podcasts which get cut through, offer customer value, raise brand awareness and ultimately gain a following, leading to further opportunities.

How Can Melotti Media Copywriting Help You?

To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.

You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!

For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.

I can sharpen your words to achieve your goals, today!
​
Christopher Melotti

Melotti Media Copywriting and Message Marketing Bureau
www.melottimedia.com.au​​​