Content Marketing Copywriting
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The Ultimate Guide to Content Marketing Copywriting
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The Ultimate Guide to Content Marketing Copywriting
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At Melotti Media, we live and breathe copywriting, which is why we have created this page, full of everything you need to know about copywriting, content marketing and strategy to see your business succeed.
Want to know more about copywriting and content?
Here's where you can find all of the answers
Welcome to the Content Marketing Copywriting FAQs page!
Today, content marketing copywriting is the key to effective Marketing practise, and the cornerstone to business success.
Why? Because it's what your audience wants from your brand, and they are the people you need to please if you want to expand and evolve your enterprise.
Today, content marketing copywriting is the key to effective Marketing practise, and the cornerstone to business success.
Why? Because it's what your audience wants from your brand, and they are the people you need to please if you want to expand and evolve your enterprise.
Why is quality content necessary?
Today's digital world has your audience looking for personalised human interactions and empowering information- not a direct sales pitch. This is the role content marketing copywriting fulfils: trustworthy and credible content connects you with your customers and provides them with real value that is relevant to them.
Investing in creating excellent content is well worth the effort and spend, because it helps you cut through the noise to reach your audience in an effective way. To thrive within your industry, you need to have well written content at every point of content, including your website, social media, print and digital.
This content must convey a message which strongly resonates with your consumers to catch their attention and see value in your product offering.
Therefore, it's important to know all about content marketing copywriting if you want to achieve your goals.
Well, lucky you! Because this is what this page is all about!
Content marketing copywriting is the lifeblood of your business today, so it's essential to educate yourself all about it so that you can use it effectively to reach your audience and your goals.
Scroll down to learn more. But most of all, enjoy!
Today's digital world has your audience looking for personalised human interactions and empowering information- not a direct sales pitch. This is the role content marketing copywriting fulfils: trustworthy and credible content connects you with your customers and provides them with real value that is relevant to them.
Investing in creating excellent content is well worth the effort and spend, because it helps you cut through the noise to reach your audience in an effective way. To thrive within your industry, you need to have well written content at every point of content, including your website, social media, print and digital.
This content must convey a message which strongly resonates with your consumers to catch their attention and see value in your product offering.
Therefore, it's important to know all about content marketing copywriting if you want to achieve your goals.
Well, lucky you! Because this is what this page is all about!
Content marketing copywriting is the lifeblood of your business today, so it's essential to educate yourself all about it so that you can use it effectively to reach your audience and your goals.
Scroll down to learn more. But most of all, enjoy!
How can content marketing help a business?
Want to find something useful?
Chapter 1
COPYWRITING BASICS
What is Copywriting?
Copywriting is using the written word to convey a message to reach a specific audience, engage their interest, earn their trust and inspire them to take positive action.
It's closely related to marketing, publicity and advertising due to the nature of the goal businesses set out to achieve using copywriting and content creation.
At Melotti Media, we describe it as the ART and SCIENCE of delivering words to an intended audience for a strategic purpose.
ART= because everyone writes in a different way, with a different style and form.
SCIENCE = because it's done for a strategic purpose and measured against a set goal.
This is what sets it apart from creative writing; copywriting is the art of creating content for the fulfillment of an objective, such as increasing brand awareness, educating the public, entertaining an audience, converting a lead into a customer, or all of the above!
But, just because it has the word 'writing' in it, doesn't mean that it's only ink on paper! It comes in many forms, such as:
- verbal
- written
- audible
- visual
Copywriting falls under the Marketing umbrella and is considered a version of communication and content creation.
To learn more, read my blog: What Is Copywriting?
What are copywriting principles?
Copywriting principles are the building blocks of writing great copy and are just as important for beginners as they are for experienced, professional copywriters.
Here are the 5 basic copywriting principles:
Here are the 5 basic copywriting principles:
- Make the headline powerful.
Because this is the first ‘checkpoint’ your audience stumbles across and you need them to want to be compelled to see more. No one reads past a boring title because it’s not appealing! Therefore, a strong headline which captures attention and inspires action is absolutely essential if you want people to watch, listen or read your content. - You must connect with your reader over topics they care about.
Gone are the days where brands and business called the shots. Customers (both B2B and B2C) only care about what they are interested in. So, find an angle and become a relevant part of their world through your copy if you want to have any hope of grabbing their attention and persuading them. Give them relevant benefits which make their life better. - Add some refreshing pizzazz to your copy.
Don’t be boring! Don’t waffle and don’t make them cringe! Match your audience’s tone and make it entertaining and enjoyable wherever you can. They all see enough dull copy every single day – don’t be one of those pieces they ignore! - Provide your readers with methods of responding to your message.
Your Call To Action (CTA) is where you tell them what to do next. Come up with multiple ways of how your audience can respond to your offer which suits them - phone, email, social media, messaging, AI bots, forms, and so on.
- Proofread, Proofread, Proofread.
Read, re-read, spell check and get someone else to check it again. Nothing is more distracting than unpolished content! Practise makes perfect and so does proofreading! So, ensure that you read your writing to ensure that it flows nice and succinctly.
What are copywriting fundamentals?
Copywriting fundamentals are the 7 essential parts of what a copywriting service must provide and needs to fulfil.
In other words, copywriting fundamentals are a checklist of what a copywriter is expected to utilise and deliver when creating copy or content that is high-quality and successful in achieving results.
When writing content, a copywriter should be offering you the following copywriting fundamentals with every part of your content marketing project:
To read more about these, visit my blog article: What are copywriting fundamentals?
In other words, copywriting fundamentals are a checklist of what a copywriter is expected to utilise and deliver when creating copy or content that is high-quality and successful in achieving results.
When writing content, a copywriter should be offering you the following copywriting fundamentals with every part of your content marketing project:
- Knowing your customers’ needs
- Understanding the solution your business provides
- Suggesting the right media form to use
- Composing the right flow
- Developing a compelling call to action
- Spelling and grammar
- Achieving a Return On Investment
To read more about these, visit my blog article: What are copywriting fundamentals?
What does copywriting involve?
Copywriting is so much more than writing words on a page.
Normal writing is about putting words together in a sentence structure to convey meaning. However, copywriting is marketing writing. It’s about offering value and a compelling offer which takes your audience on a journey that is relevant to their needs and inspires them to act because of the benefits you’ve presented clearly to them.
Copywriting involves attractive content writing to grab the attention of the audience immediately. The ultimate objective is to sell an idea by helping the audience understand your brand and generate interest, which in turn, increases sales.
Copywriting is not poetic, English literature. It’s part of a business’ strategy to connect with customers in a genuine way to encourage the desired action.
Copywriting involves 10 crucial elements:
Normal writing is about putting words together in a sentence structure to convey meaning. However, copywriting is marketing writing. It’s about offering value and a compelling offer which takes your audience on a journey that is relevant to their needs and inspires them to act because of the benefits you’ve presented clearly to them.
Copywriting involves attractive content writing to grab the attention of the audience immediately. The ultimate objective is to sell an idea by helping the audience understand your brand and generate interest, which in turn, increases sales.
Copywriting is not poetic, English literature. It’s part of a business’ strategy to connect with customers in a genuine way to encourage the desired action.
Copywriting involves 10 crucial elements:
- Plan your end goal for your copy
- Establish your brand guidelines for consistency
- Identify the main pain points of your customers
- Make your product or service a direct solution to these pain points
- Explore different media types to reach the right people
- Keep things interesting to hook your audience
- Utilise a high attention to detail to optimise conversions
- Consider A/B testing to find out what works best for you and your audience can make your copy effective as possible
- Measure results and adapt accordingly
- Refresh your content often
How does copywriting work?
Copywriting works by creating a comprehensive message which identifies challenges in a customer’s life and introduces a solution based on a product or service to persuade them to learn more and ultimately make a purchase.
Content that is created through copywriting is used to establish relatability with people to educate and entertain them, which connects them with relevant products and services.
When it comes to marketing and promoting your business, copywriting is a very important skill, whether you are doing it yourself or outsourcing it to a professional copywriter.
To learn more, read my article: how does copywriting work?
Content that is created through copywriting is used to establish relatability with people to educate and entertain them, which connects them with relevant products and services.
When it comes to marketing and promoting your business, copywriting is a very important skill, whether you are doing it yourself or outsourcing it to a professional copywriter.
To learn more, read my article: how does copywriting work?
Why does effective copywriting start with your audience?
“Good copywriting is written solely with the intended audience in mind.” - Christopher Melotti
Nothing can be more true.
The trick to effective copywriting really comes down to defining your audience, understanding their pain points and offering them a relevant solution. That’s what gets them to take action and convert.
It’s as simple and as complicated as this.
You can be the best copywriter in the world and still fail miserably if you misjudge your audience or focus too much on pushing the product or service you’re selling, and too little on engaging your audience. You must connect with your audience in a way that broadcasts empathy and interest in their lives or their businesses.
A large part of making your copy more straightforward is keeping it conversational, or casual even. You are inviting people to keep reading, to stay interested, or click the next page. By keeping your copy friendly, you will evoke a more positive response from your readers.
To learn more, read the article: what’s the trick to effective copywriting?
Nothing can be more true.
The trick to effective copywriting really comes down to defining your audience, understanding their pain points and offering them a relevant solution. That’s what gets them to take action and convert.
It’s as simple and as complicated as this.
You can be the best copywriter in the world and still fail miserably if you misjudge your audience or focus too much on pushing the product or service you’re selling, and too little on engaging your audience. You must connect with your audience in a way that broadcasts empathy and interest in their lives or their businesses.
A large part of making your copy more straightforward is keeping it conversational, or casual even. You are inviting people to keep reading, to stay interested, or click the next page. By keeping your copy friendly, you will evoke a more positive response from your readers.
To learn more, read the article: what’s the trick to effective copywriting?
Do you need a copywriter?
|
Are you unsure if you need a copywriter to help you?
This guide asks you 4 questions to help determine your content needs. Simply click on the below link and it will download. Who Needs A Copywriter? The 4-point checklist Inside, you will find a quick summary of the fantastic benefits that quality copywriting can offer you, so you can achieve the results you business deserves. |
What is the Difference Between Copywriting & Content Marketing?
What is content marketing?
Content Marketing is the overall Marketing approach that a business undertakes to create, publish, promote and share pieces of content, such as videos, podcasts, blogs, pamphlets and emails, to attract, interest and convert prospects into customers, and customers into loyal advocates.
It is one piece of your overall Marketing Strategy, and usually makes up a significant portion of your branding.
The goal of content marketing is to attract customers through credible and entertaining material, which encourages them to pay attention and follow a favourable call to action (such as making a purchase, signing up, booking a ticket, and so on).
As part of Content Marketing, a business should have a Content Strategy which outlines and defines how the business will execute its content marketing, as well as the objectives and how results will be measured.
It is one piece of your overall Marketing Strategy, and usually makes up a significant portion of your branding.
The goal of content marketing is to attract customers through credible and entertaining material, which encourages them to pay attention and follow a favourable call to action (such as making a purchase, signing up, booking a ticket, and so on).
As part of Content Marketing, a business should have a Content Strategy which outlines and defines how the business will execute its content marketing, as well as the objectives and how results will be measured.
What is copy writing?
Copywriting is the professional method behind executing a Content Marketing Strategy, via the written content themselves.
Organisations will hire a copywriter to write scripts, briefs, blogs and articles, whitepapers and eBooks which are then taken by the Marketing team and distribute to achieve the goals mentioned above.
So, while they are not the same, they are closely related.
This is why finding a quality Copywriter is so important!
Organisations will hire a copywriter to write scripts, briefs, blogs and articles, whitepapers and eBooks which are then taken by the Marketing team and distribute to achieve the goals mentioned above.
So, while they are not the same, they are closely related.
This is why finding a quality Copywriter is so important!
Quality content is unsurpassed for building rapport, delivering a message without feeling like a sales pitch, and getting potential customers to remain engaged for longer.
What is the connection between Copywriting and Content Marketing?
While copywriting and content marketing are different, they are closely related.
Content marketing is the strategic conception, use, execution and measurement of pieces of content, such as blogs, websites, podcasts and videos, designed to attract an audience and connect their attention with a brand.
Copywriting is the practise of writing words in a logical and convincing way to provide value, create engagement and communicate a specific message. Copy is written mainly to educate, inform and inspire an audience to take some type of action.
Businesses utilise copywriting (or a copywriter) to produce the essential pieces of content mapped out as part of their content marketing plan.
Remember that Copywriting without a well-planned approach to content marketing is usually a waste of resources, because it’s unfocused and not guided by a strategy with a goal in mind. Equally, content marketing without professional copywriting produces average material. To deliver effective messages and earn the attention of both current and potential customers, we must combine both effective copywriting with a great content marketing plan to get the best outcome.
Today content marketing and copywriting should be done together. Combining powerful copywriting with strong content marketing gets cut-through.
The result? A loyal, large audience.
Content marketing is the strategic conception, use, execution and measurement of pieces of content, such as blogs, websites, podcasts and videos, designed to attract an audience and connect their attention with a brand.
Copywriting is the practise of writing words in a logical and convincing way to provide value, create engagement and communicate a specific message. Copy is written mainly to educate, inform and inspire an audience to take some type of action.
Businesses utilise copywriting (or a copywriter) to produce the essential pieces of content mapped out as part of their content marketing plan.
Remember that Copywriting without a well-planned approach to content marketing is usually a waste of resources, because it’s unfocused and not guided by a strategy with a goal in mind. Equally, content marketing without professional copywriting produces average material. To deliver effective messages and earn the attention of both current and potential customers, we must combine both effective copywriting with a great content marketing plan to get the best outcome.
Today content marketing and copywriting should be done together. Combining powerful copywriting with strong content marketing gets cut-through.
The result? A loyal, large audience.
How does Copywriting benefit Content Marketing?
Copywriting gives flavour, edge and strength to content marketing.
Content marketing without professional copywriting means that you’re trying to reach your audience using weak pieces of media that they’ll just ignore. Sure, writing seems easy but communicating effectively isn’t. That’s the difference between writing and copywriting.
Some things just naturally go together, and content marketing with copywriting is definitely no exception.
Even if marketing content doesn’t directly sell a product with force, your content marketing campaign will benefit from the smart use of tried and true copywriting techniques. This is because your content won’t just be educational and valuable for your readers – it will also offer them value and make them want to take action.
If your content isn’t performing, you could be losing sales without even realising it. So, it’s time to hire a freelance copywriter to help give your content marketing some strength.
Content marketing without professional copywriting means that you’re trying to reach your audience using weak pieces of media that they’ll just ignore. Sure, writing seems easy but communicating effectively isn’t. That’s the difference between writing and copywriting.
Some things just naturally go together, and content marketing with copywriting is definitely no exception.
Even if marketing content doesn’t directly sell a product with force, your content marketing campaign will benefit from the smart use of tried and true copywriting techniques. This is because your content won’t just be educational and valuable for your readers – it will also offer them value and make them want to take action.
If your content isn’t performing, you could be losing sales without even realising it. So, it’s time to hire a freelance copywriter to help give your content marketing some strength.
What are the Different Types Of Marketing Content?
1. Content which interests: interest inducing content is aimed at a potential audience who currently have minimal interaction with your business.
2. Content which teaches: also aimed at potential customers, this type of content reaches people on a rational level, educating them on your business offerings.
3. Content which influences: now that your audience knows who you are, this content will give emotional security and a push towards taking actionable steps.
4. Content which converts: this content acts as the final piece of convincing information to 'seal the deal' and make the sale.
To learn more, read my blog: The 4 Different Types Of Marketing Content
2. Content which teaches: also aimed at potential customers, this type of content reaches people on a rational level, educating them on your business offerings.
3. Content which influences: now that your audience knows who you are, this content will give emotional security and a push towards taking actionable steps.
4. Content which converts: this content acts as the final piece of convincing information to 'seal the deal' and make the sale.
To learn more, read my blog: The 4 Different Types Of Marketing Content
What's the difference between copywriting and copyright?
These two terms get mixed up all of the time! Copywriting and copyright are not the same.
Copywriting (with the W) is a marketing practise, whereas copyright (with the R) is a legal practise.
Copywriting (with the W) is a marketing practise, whereas copyright (with the R) is a legal practise.
What is copyright?
Copyright is the legal protection of intellectual property.
It is a legal right, that is found in most countries around the world, which grants the creator of an original work exclusive rights their creation, and protects against its unauthorised use by others for a limited time and under certain conditions.
It's usually denoted by the (c) symbol and indicates that it's an original work by an author. For example, everything on this website is copyright protected and owned by Christopher Melotti, as I wrote everything on here.
However, copywriting is the marketing practise of using the written word to communicate a particular message to gain a favourable response from an audience.
It is a legal right, that is found in most countries around the world, which grants the creator of an original work exclusive rights their creation, and protects against its unauthorised use by others for a limited time and under certain conditions.
It's usually denoted by the (c) symbol and indicates that it's an original work by an author. For example, everything on this website is copyright protected and owned by Christopher Melotti, as I wrote everything on here.
However, copywriting is the marketing practise of using the written word to communicate a particular message to gain a favourable response from an audience.
Why learn copywriting?
Copywriting is an essential skill that is required by all businesses and organisations today.
B2B and B2C customers are highly educated, bombarded and selective about where they spend their precious attention, time and money. This means that if you want to communicate with them and have them actually listen, then it all starts with quality copywriting.
Therefore, it’s an excellent skill to have and you can start by taking copywriting classes and marketing courses to build your fundamental knowledge. However, it takes years of practise to really do copywriting right and nail the skill.
Professional copywriters dedicate a lot of time, experience and expertise to analysing problems, identifying audience needs and crafting a message that brings a customer and a brand together for a mutual benefit. It seems simple on the surface, but copywriting requires a vast amount of creativity, courage (to try new things), and logic.
But that doesn’t mean you shouldn’t give up.
Having a good understanding of copywriting is just as important as having a good understanding of marketing and sales. Whether you’re in the field or one that’s related, general knowledge is good, especially if you need to outsource your copywriting to a freelance copywriter to help you.
B2B and B2C customers are highly educated, bombarded and selective about where they spend their precious attention, time and money. This means that if you want to communicate with them and have them actually listen, then it all starts with quality copywriting.
Therefore, it’s an excellent skill to have and you can start by taking copywriting classes and marketing courses to build your fundamental knowledge. However, it takes years of practise to really do copywriting right and nail the skill.
Professional copywriters dedicate a lot of time, experience and expertise to analysing problems, identifying audience needs and crafting a message that brings a customer and a brand together for a mutual benefit. It seems simple on the surface, but copywriting requires a vast amount of creativity, courage (to try new things), and logic.
But that doesn’t mean you shouldn’t give up.
Having a good understanding of copywriting is just as important as having a good understanding of marketing and sales. Whether you’re in the field or one that’s related, general knowledge is good, especially if you need to outsource your copywriting to a freelance copywriter to help you.
Learning copywriting means that you’ll better understand the communication creation journey and so, even if you aren’t doing the writing yourself, you have a solid grasp of what’s involved and how to improve your content. Copywriting is an essential skill that is required by all businesses and organisations today.
B2B and B2C customers are highly educated, bombarded and selective about where they spend their precious attention, time and money. This means that if you want to communicate with them and have them actual listen, then it all starts with quality copywriting.
Therefore, it’s an excellent skill to have and you can start by taking copywriting classes and marketing courses to build your fundamental knowledge.
However, it takes years of practise to really do copywriting right and nail the skill.
Professional copywriters dedicate a lot of time, experience and expertise to analysing problems, identifying audience needs and crafting a message that brings a customer and a brand together for a mutual benefit. It seems simple on the surface, but copywriting requires a vast amount of creativity, courage (to try new things), and logic.
But that doesn’t mean you shouldn’t give up.
Having a good understanding of copywriting is just as important as having a good understanding of marketing and sales. Whether you’re in the field or one that’s related, general knowledge is good, especially if you need to outsource your copywriting to a freelance copywriter to help you.
Learning copywriting means that you’ll better understand the communication creation journey and so, even if you aren’t doing the writing yourself, you have a solid grasp of what’s involved and how to improve your content.
B2B and B2C customers are highly educated, bombarded and selective about where they spend their precious attention, time and money. This means that if you want to communicate with them and have them actual listen, then it all starts with quality copywriting.
Therefore, it’s an excellent skill to have and you can start by taking copywriting classes and marketing courses to build your fundamental knowledge.
However, it takes years of practise to really do copywriting right and nail the skill.
Professional copywriters dedicate a lot of time, experience and expertise to analysing problems, identifying audience needs and crafting a message that brings a customer and a brand together for a mutual benefit. It seems simple on the surface, but copywriting requires a vast amount of creativity, courage (to try new things), and logic.
But that doesn’t mean you shouldn’t give up.
Having a good understanding of copywriting is just as important as having a good understanding of marketing and sales. Whether you’re in the field or one that’s related, general knowledge is good, especially if you need to outsource your copywriting to a freelance copywriter to help you.
Learning copywriting means that you’ll better understand the communication creation journey and so, even if you aren’t doing the writing yourself, you have a solid grasp of what’s involved and how to improve your content.
How to start Copywriting if you have no experience?
Is it possible to become a copywriter with no experience?
Yes and no! Sorry, I know that’s a strange answer, but allow me to explain.
Yes, you can title yourself as a copywriter the moment you write copy. However, no, you can’t be a great copywriter if you don’t have years of dedication and practise that allows you to sharpen your skills.
Then, why do people hire copywriters if everyone can write? Because normal writing and copy writing are two different things. Normal writing is all-encompassing and general in nature, whereas copywriting is about identifying pain points and offering valuable solutions to inspire action by a specific audience.
This takes a lot of experience to master.
So, yes – while everyone can call themselves a copywriter, far fewer actually are because they lack the experience needed to be successful at it, and help businesses and clients get the results they deserve.
How do gain copywriting experience? Practise. Practise. Practise. Take a course. Practise.
Yes and no! Sorry, I know that’s a strange answer, but allow me to explain.
Yes, you can title yourself as a copywriter the moment you write copy. However, no, you can’t be a great copywriter if you don’t have years of dedication and practise that allows you to sharpen your skills.
Then, why do people hire copywriters if everyone can write? Because normal writing and copy writing are two different things. Normal writing is all-encompassing and general in nature, whereas copywriting is about identifying pain points and offering valuable solutions to inspire action by a specific audience.
This takes a lot of experience to master.
So, yes – while everyone can call themselves a copywriter, far fewer actually are because they lack the experience needed to be successful at it, and help businesses and clients get the results they deserve.
How do gain copywriting experience? Practise. Practise. Practise. Take a course. Practise.
What are the necessary skills in Copywriting?
There are technically no formal qualifications needed for being a copywriter, although I highly recommend a Marketing background or qualification as it teaches a copywriter to focus on customers, flow, strategy and calls to action.
However, having some of the below copywriting skills will make it much easier for you to produce effective copy:
However, having some of the below copywriting skills will make it much easier for you to produce effective copy:
- Refine writing skills
Consider what you know about writing, and redefine it. Writing to communicate is too general. Copywriting is about clean, precise word choice, flow and structure that grabs attention, makes people think twice and drives them to an action they can’t resist.
It’s about using words to tell a compelling story and take people on a journey that they actually care about. It’s a lot harder than it sounds, and your analytics will show this.
- A sense of adventure and curiosity
You’ve got to be a strategic thinker and problem solver, because there’s no right or wrong answer. This means you have to be willing to use instinct combined with your experience and all current data to produce content that works.
- Be bold
It takes a lot of courage and strength to try new things, especially if your client isn’t willing to. Sometimes, differentiated content will be just what a brand needs, but you have to be willing to stand up for what you believe is right.
- Adaptability
As a copywriter must move in and out of projects with different products, industries and audiences, you need to be able to explore and be ready to absorb everything there is to know, so you can work from this.
- Research skills
Research is the bedrock of copywriting, because you can’t write in a void without background facts, industry knowledge and resources to back up your information. This means you need to be able to get out there and learn so you can translate that into great content.
- Ability to create something new
Even if a topic has been written and regurgitated thousands of times online, as a copywriter, you need to find a way to create new, fun and engaging copy with a unique angle. This will give people a reason to engage with it.
- Empathy
You must be able to touch your readers on an emotional level. By using empathy, you take the time to understand their needs and get in tune with your audience.
Chapter 2
COPYWRITING FOR YOUR BUSINESS
What are the business benefits of hiring a copywriter?
|
Why hire a copywriter?
This free eBook gives you the 8 reasons why and the advantages that a copywriter offers you. Simply click on the below link and it will download. Why hire a copywriter? The 8 benefits for your business. Inside, you will find a quick summary of the 8 advantages that quality copywriting can offer you, so you can achieve the results you business deserves. |
What is Copywriting's role In business success?
Today, your customer is time poor with a selective attention span. This is why a Content Marketing Copywriting is so important. The key to success is effective, quality copywriting.
Why is Copywriting Important?
Copywriting is important to businesses today, as it's the way to reach, engage and connect with an audience to ensure your brand is relevant to them. If you can communicate the right message, then your business will experience growth and success.
Copywriting, or more precisely, well-written copy, is essential to drive profitability, earn a Return On Investment (ROI) and achieve your business' goals by convincing your target customer that your product offering will solve their need and offer them value.
If you harness strong copywriting, these positive results will lead to commercial success.
To learn more, read my blog: Why is Copywriting Important?
Copywriting, or more precisely, well-written copy, is essential to drive profitability, earn a Return On Investment (ROI) and achieve your business' goals by convincing your target customer that your product offering will solve their need and offer them value.
If you harness strong copywriting, these positive results will lead to commercial success.
To learn more, read my blog: Why is Copywriting Important?
Why is Content Marketing Crucial?
Everyone, everywhere today wants information right now.
They also demand it to be highly personalised.
This means that businesses need to provide content that offers customers value on their terms, when and where they want it, how they want it. Gone are the days where expensive Marketing Campaigns full of direct selling messages were enough- audiences now what to make their own decisions, and to allow for that, you must provide content that is insightful about your brand, your organisation and your product.
This is known as Content Marketing.
Copywriting delivers these powerful content marketing messages in a million different ways to customers which draws their attention and fulfils their needs.
To learn more, read my blog: What is Content Marketing Crucial For Business?
They also demand it to be highly personalised.
This means that businesses need to provide content that offers customers value on their terms, when and where they want it, how they want it. Gone are the days where expensive Marketing Campaigns full of direct selling messages were enough- audiences now what to make their own decisions, and to allow for that, you must provide content that is insightful about your brand, your organisation and your product.
This is known as Content Marketing.
Copywriting delivers these powerful content marketing messages in a million different ways to customers which draws their attention and fulfils their needs.
To learn more, read my blog: What is Content Marketing Crucial For Business?
The Essential Truths Of Content Marketing
1. Content Marketing doesn't replace your sales team: Content marketing isn't standalone , it's most effective in conjunction with networking, prospecting and pursuing sales leads.
2. Content Marketing shouldn't be your only lead generation method: Content marketing is a major piece of the marketing communication puzzle however, when combined with other methodologies optimal results can be achieved.
3. Sales and customer service teams MUST be involved: Having both these departments on the same path creates exceptional results. Two minds are better than one!
4. There is a lot of noise even in this space: The world of content marketing is heavily saturated which means your content needs to be fresh, unique and interesting to be noticed.
5. It takes time: Unlike paid advertising, which is a lead generator, content is a relationship builder providing value and building goodwill between your business and potential customers.
6. Be realistic about ROI: Content marketing is more affordable than above-the-line marketing, thus, the results are not directly comparable. It's key to adjust your expectations of content marketing with this in mind.
7. Customers are in control: Thanks to the internet customers are empowered with access to knowledge on anything via a quick search. Thus, you need to focus on producing content that serves them and captures interest.
8. It improves customer perception of your business: Content marketing helps build your business a great reputation as being knowledgeable, trust worthy and relevant.
To learn more, read my blog: The 8 Truths of Content Marketing (You Need To Know)
Why hire a copywriter?
Why do Businesses Need A Copywriter?
In today's competitive market where people are highly educated and empowered, average copywriting and content just doesn't cut it.
Don't risk your business' reputation. Your customer's attention is too precious to give them average content that they will ignore or be disinterested in.
Don't risk your business' reputation. Your customer's attention is too precious to give them average content that they will ignore or be disinterested in.
Can you spot the error in this packaging?
You can find the answer is this blog: Example: Why Businesses Need A Copywriter
Errors like this can create a really poor and long-lasting impression on your audience. It's just not worth the risk.
A professional copywriter will ensure that these kinds of mistakes in grammar and spelling don't occur. However, a copywriter offers so much more. They can ensure that:
Errors like this can create a really poor and long-lasting impression on your audience. It's just not worth the risk.
A professional copywriter will ensure that these kinds of mistakes in grammar and spelling don't occur. However, a copywriter offers so much more. They can ensure that:
- Your Content Marketing Strategy has the right executions
- Your audience is well defined
- The tone aligns with your brand positioning
- The Call To Action is effective in driving results
Why is Copywriting Important in an Advertisement?
Because advertising is designed to present a powerful message that motivates people, and this is done through copy.
Advertisements come in a range of shapes, sizes, types and styles.
They’ve been around since marketing existed, and they continue to be effective to this day. Why? Because great ads are an influential communication medium aimed at rousing people to pay attention, care and take action.
They do this commonly through visuals, audio and written language (or copy).
Copywriting and advertising go hand-in-hand, whether it’s a video script for a TV ad, a phrase on a poster, or an audio prompt for a radio ad. Copywriting is about crafting that ideal message to reach an audience, which makes it an essential component of an advert.
Advertisements come in a range of shapes, sizes, types and styles.
They’ve been around since marketing existed, and they continue to be effective to this day. Why? Because great ads are an influential communication medium aimed at rousing people to pay attention, care and take action.
They do this commonly through visuals, audio and written language (or copy).
Copywriting and advertising go hand-in-hand, whether it’s a video script for a TV ad, a phrase on a poster, or an audio prompt for a radio ad. Copywriting is about crafting that ideal message to reach an audience, which makes it an essential component of an advert.
Is Copywriting Salesmanship in Print?
This saying gets thrown around a lot, and to some extent, it’s true. Copywriting can be viewed as selling with words, or a salesperson in text form.
The real strength of copywriting in our digital world today is that it’s available for your customers to see all of the time. For example, people can visit your website, watch your videos or read your blog whenever they chose to; but your sales team can’t hang around their house and wait.
This is why people often say that copywriting is selling in print – because it augments your in-person selling with persuasive information and engaging messages that people can view on their terms.
Content copywriting is all about producing media of all different forms to meet this ongoing need to be present and ensure that people are seeing a compelling message that drives them to take a favourable action.
The real strength of copywriting in our digital world today is that it’s available for your customers to see all of the time. For example, people can visit your website, watch your videos or read your blog whenever they chose to; but your sales team can’t hang around their house and wait.
This is why people often say that copywriting is selling in print – because it augments your in-person selling with persuasive information and engaging messages that people can view on their terms.
Content copywriting is all about producing media of all different forms to meet this ongoing need to be present and ensure that people are seeing a compelling message that drives them to take a favourable action.
How does Copywriting build your business?
In a digital world where content is king, engagement is queen and communication is your kingdom, businesses need strong copywriting to grow their operations.
Just as the best speakers value speechwriters and professional athletes have coaches, business owners need copywriters and copy editors right by their side.
A copywriter can help you build your business through quality content to meet the needs of both internal and external audiences.
Copywriters can take care of the never-ending list of content and writing requirements, including magnetic headlines, persuasive landing pages, conversion-driven emails, nurture streams, social media and more.
This thoughtfully written content will convey genuine care and concern for customers and offer them added value which drives brand relevancy. Effective copy speaks directly to the market so that they feel your offer is exactly what they need to solve their problem, so they can evaluate their options and make a decision or purchase.
Great copywriting from an experienced freelance copywriter can set your product and who customer experience apart from your competition - this is how copywriting builds your business.
Just as the best speakers value speechwriters and professional athletes have coaches, business owners need copywriters and copy editors right by their side.
A copywriter can help you build your business through quality content to meet the needs of both internal and external audiences.
Copywriters can take care of the never-ending list of content and writing requirements, including magnetic headlines, persuasive landing pages, conversion-driven emails, nurture streams, social media and more.
This thoughtfully written content will convey genuine care and concern for customers and offer them added value which drives brand relevancy. Effective copy speaks directly to the market so that they feel your offer is exactly what they need to solve their problem, so they can evaluate their options and make a decision or purchase.
Great copywriting from an experienced freelance copywriter can set your product and who customer experience apart from your competition - this is how copywriting builds your business.
What is Content Marketing practice for Business?
Effective content marketing is all about creating, distributing, monitoring and refreshing content to provide added value to your audience.
This requires a vigilant approach if you want your content marketing strategy to succeed.
Here are some tips to improve your content marketing practice for your business:
This requires a vigilant approach if you want your content marketing strategy to succeed.
Here are some tips to improve your content marketing practice for your business:
- Deliver value – all of your content, including your blog and web copy, provide the best sources of relevant information to people that allows them to get to know your brand. This represents an opportunity to provide value which makes them appreciate what you do.
- Personalisation – In a world where everything is mass produced, tailoring your content to specific niches with details that specifically address their needs will capture their attention more and draw them in.
- Bond with customers through content - People love when brands interact with them on platforms like Instagram and Facebook. Getting a response from your favourite brand is a thrill, and it can build rapport.
- Ask questions – This is a great way to engage with your customers or followers and learn more about how you can improve your services, right from the source! It can make such an impact when they feel they’ve been listened to.
- Refresh often – Don’t leave old content lying around for years. Take the time to go back and update it with new figures and trends so that it remains relevant and interesting.
- Create regular content – Content marketing only has an impact if it’s produced frequently. Don’t leave your customers waiting for too long otherwise you’ll drop off their radar very quickly.
- Answer customer questions – Answers that seem obvious to you are not always obvious to your audience. Spend time crafting content around answering their burning questions and you’ll earn their attention and trust (not to mention thanks!).
Content Marketing tools for your Business
Content Marketing requires a lot of time, expertise and work to ensure success.
Luckily, in the digital age, there are a lot of content marketing tools available to help you! Some are free and others require subscription payments, and there are some that are better than others.
When used correctly, these tools can guide your content marketing efforts to ensure your precious time is invested wisely.
Here are a few of the most common content tools to help you.
Luckily, in the digital age, there are a lot of content marketing tools available to help you! Some are free and others require subscription payments, and there are some that are better than others.
When used correctly, these tools can guide your content marketing efforts to ensure your precious time is invested wisely.
Here are a few of the most common content tools to help you.
- Buzzsumo – shows popular topics and well-shared subject matter to help us work smarter and ensure we’re producing top content that resonates well with our audience.
- Serpstat - is an all-in-one SEO platform that reveals competitors and their tactics, as well as what you can do to beat them at their own game.
- Social Animal – this can help you find and analyze top performing content in any platform for any topic or competitor.
- MailChimp – a marketing tool that can help you automate your emails and ad campaigns with clients.
- GetResponse – another effective email marketing tool.
- Mix – in this tool, you can develop your new topics for the future or even learn the structure of a popular post.
- Grammarly – it is an online grammar checker that can help you with spelling, word structure and plagiarism detection.
- BannerFlow – is a cloud-based tool that can help you with creating banners.
- Cyfe - provides a cloud-based service that enables users to monitor and share vital business data from one single location in real-time.
- Buffer – is a tool that can help you promote content through various social networks.
- UberSuggest – a free SEO and keyword search tool by content legend, Neil Patel.
Content Marketing for B2B Clients
B2B (Business-To-Business) audiences are different from B2C, in the fact that they make purchasing decisions for an entire organisation – not for their own personal use.
This changes their behaviour and the way they view content.
It’s common to think that content marketing is only effective when trying to reach personal customers, but this is not the case. Businesses don’t make purchasing and strategic decisions without extensive research about all of their options – which means that B2B clients are often even greater users of content than B2C.
All that sets B2B content marketing apart from other types of content marketing is that it’s created by a copywriter for businesses. This means you have to adapt your strategy to accommodate their specific requirements.
B2B content marketing is one of the best long-term investments your brand will make. It’s not a quick and easy way to achieve more sales (when compared to advertising), but it will eventually become your biggest and most profitable source of new revenue.
Remember, the goal of B2B content marketing is attracting attention, demonstrating relevance and getting buy-in from the key decision makers in a business or company, such as a Procurement Manager. This will set you on the path of client acquisition by offering them the information and resources they need to fulfil their process and tendering requirements.
A professional copywriter can help you craft effective B2B copywriting.
This changes their behaviour and the way they view content.
It’s common to think that content marketing is only effective when trying to reach personal customers, but this is not the case. Businesses don’t make purchasing and strategic decisions without extensive research about all of their options – which means that B2B clients are often even greater users of content than B2C.
All that sets B2B content marketing apart from other types of content marketing is that it’s created by a copywriter for businesses. This means you have to adapt your strategy to accommodate their specific requirements.
B2B content marketing is one of the best long-term investments your brand will make. It’s not a quick and easy way to achieve more sales (when compared to advertising), but it will eventually become your biggest and most profitable source of new revenue.
Remember, the goal of B2B content marketing is attracting attention, demonstrating relevance and getting buy-in from the key decision makers in a business or company, such as a Procurement Manager. This will set you on the path of client acquisition by offering them the information and resources they need to fulfil their process and tendering requirements.
A professional copywriter can help you craft effective B2B copywriting.
Content Marketing for B2C Clients
Business to consumers (B2C) content marketing is when you assign a copywriter to create quality content for your consumers directly.
This is a very effective approach which relies on the principle of Inbound Marketing.
B2C customers purchase for their own direct needs. This is different from B2B clients, and you must accommodate for this in your content marketing strategy.
When creating B2C content, it’s all about enticing individuals to personally consider your brand by offering them engaging information that they actually want and care about. If you want to connect with them and get them to pay attention, always put them first and speak their language.
A professional copywriter can help you craft effective B2C copywriting.
This is a very effective approach which relies on the principle of Inbound Marketing.
B2C customers purchase for their own direct needs. This is different from B2B clients, and you must accommodate for this in your content marketing strategy.
When creating B2C content, it’s all about enticing individuals to personally consider your brand by offering them engaging information that they actually want and care about. If you want to connect with them and get them to pay attention, always put them first and speak their language.
A professional copywriter can help you craft effective B2C copywriting.
Chapter 3
DOING COPYWRITING RIGHT
How Does Copywriting Work?
If you understand what copywriting is and the role it plays in Marketing your business and brand, it's now time to know the mechanics of it all: how copywriting works!
Right now, content is the most significant part of a Marketing strategy, because the customer has changed from a consumer, to an empowered decision maker.
As a result, businesses need quality copywriters to write and produce content in order to better communicate with their audience, producing results that are beneficial to everyone involved.
So, it’s time to answer it once and for all! Here is all that you need to know about copywriting.
To learn more, read my blog: How Does Copywriting Work?
Right now, content is the most significant part of a Marketing strategy, because the customer has changed from a consumer, to an empowered decision maker.
As a result, businesses need quality copywriters to write and produce content in order to better communicate with their audience, producing results that are beneficial to everyone involved.
So, it’s time to answer it once and for all! Here is all that you need to know about copywriting.
To learn more, read my blog: How Does Copywriting Work?
How Long Does Copywriting Take?
Every project is different, however it is often underestimated as it is a very specialised type of writing.
Things to consider:
To read the full blog click here: How Long Does Copywriting Take?
Things to consider:
- It's more than just writing: It's about effectively communicating your business' offering to potential customers.
- Copywriting is different: It's specialised text written to convey a message and inspire action to buy a concept, idea or product.
- People are time poor: Customers are highly empowered, cautious and protective of their time. High-quality content is thus critical to reach customers and offer them value - this naturally takes time.
- Good copywriting is a craft: It's not as simple as just writing - there are many factors to consider in a copywriting project, such as identifying the target audience, researching the market, learning trends, understanding your business and the solutions you provide, as well as how to convert general interest into a sale.
- A customer's time and attention is valuable: A business depends on converting customers into sales based on the messages your business places in front of them. Do you want to rely on mediocre content? Or leave it in the hands of a professional who does copywriting for a living?
To read the full blog click here: How Long Does Copywriting Take?
What's the Trick to Effective Copywriting?
High quality copywriting is not easy
It's all about speaking directly to your audience, and addressing their pain points with your product as the solution. If you get this right, you will see the results.
Content marketing copywriting takes a lot of practise and experience to tailor the right message, in the right way, to reach the right audience. This can take a lot of time and resources that businesses just don't have.
In this case, it's a great idea to appoint a specialist content marketing copywriter who can undertake the work for you. This will allow you to rest assured that the material your brand is producing is effective at reaching your audience, to improve your Return On Investment (ROI).
Content marketing copywriting takes a lot of practise and experience to tailor the right message, in the right way, to reach the right audience. This can take a lot of time and resources that businesses just don't have.
In this case, it's a great idea to appoint a specialist content marketing copywriter who can undertake the work for you. This will allow you to rest assured that the material your brand is producing is effective at reaching your audience, to improve your Return On Investment (ROI).
The trick to getting your copywriting right
In my blog, What's The Trick To Effective Copywriting?, I discuss the essential elements that separate average copywriting from quality copywriting.
How to actually do Content Marketing
A lot of people today are quite well aware of the 'what' and 'why' behind Content Marketing, but aren't too sure about the 'how' to reach their audience effectively using it.
That's because most articles and seminars discuss the theory behind using Content as a strategic tool, but fail to explain the practical side of implementation. There are so many options, strategies, approaches, platforms and media, that it's often hard to know how to get started.
That's because most articles and seminars discuss the theory behind using Content as a strategic tool, but fail to explain the practical side of implementation. There are so many options, strategies, approaches, platforms and media, that it's often hard to know how to get started.
Here are the 5 steps to content marketing
- Content Strategy
- The Content Plan
- The Creation Process
- Tracking Your Progress
- Repeat The Cycle
How to create captivating content for your precious audience
Your message is one thing. But how you say it can be something else altogether, and it’s that gap that can make all of the difference in how effectively you engage your audience.
We spend a lot of time and energy creating content for our customers, to reach and connect with them, to earn their precious attention, so we need to make sure that when that time comes, we are offering them plenty of value to spark their curiosity and intrigue.
So, how do you do it right?
Read my article 5 Ways To Create Captivating Content For Your Precious Audience.
We spend a lot of time and energy creating content for our customers, to reach and connect with them, to earn their precious attention, so we need to make sure that when that time comes, we are offering them plenty of value to spark their curiosity and intrigue.
So, how do you do it right?
Read my article 5 Ways To Create Captivating Content For Your Precious Audience.
What are the different types of copywriting?
Copywriting comes in many forms and exists whenever there is an audience to reach. It all depends on the purpose of the copy and the message you wish to convey.
The different types of copywriting include:
To find out more, you can view the entire menu of Copywriting Services available here.
The different types of copywriting include:
- Sales and direct advertising
- Marketing collateral
- Content creation copywriting
- SEO, or Search Engine Optimisation.
- Web content
- Technical or niche
- Creative
- Public Relations, or PR
- Editing
- Long-form copy
- Conceptual copy
- Script writing (for video and Podcasts)
To find out more, you can view the entire menu of Copywriting Services available here.
How Important is Research in Copywriting?
Research is a very important step in the copywriting process.
It aims to answer questions like:
The best copywriting comes from when you begin by focusing on your audience.
This involves researching all about them to identify their needs and behaviours so you can tailor your message directly. The more you know about your ideal clients, the better.
Research is the best foundation for coming up with effective ideas and the right positioning for your copy. The more thorough your research, the more rounded and effective your writing will be.
Researching about your audience and their needs ensures your content writer understands what they are looking for and why so that your copy offers more relevant value. When you can tailor your content to your audience, it is more likely to attract their attention and gain a larger readership.
A well-researched article or piece of web content also ensures that your piece contains the latest accurate information too.
It aims to answer questions like:
- Who is my audience?
- What are their challenges?
- And how can I tell them about the solution I have to offer?
The best copywriting comes from when you begin by focusing on your audience.
This involves researching all about them to identify their needs and behaviours so you can tailor your message directly. The more you know about your ideal clients, the better.
Research is the best foundation for coming up with effective ideas and the right positioning for your copy. The more thorough your research, the more rounded and effective your writing will be.
Researching about your audience and their needs ensures your content writer understands what they are looking for and why so that your copy offers more relevant value. When you can tailor your content to your audience, it is more likely to attract their attention and gain a larger readership.
A well-researched article or piece of web content also ensures that your piece contains the latest accurate information too.
Chapter four
WORKING WITH A COPYWRITER
Is a Copywriter who you need?
Yes!
Content Marketing is a powerful medium in which to reach people today.
Why?
Because people don't want to be sold to anymore. They don't want to be pressured, convinced or deceived. Instead, they want to be valued, empowered and educated.
They demand choice and information to make their own decisions, rather than being pressured into a purchase. This means they actively seek accurate and engaging content from your brand, on their terms - whenever and where ever they're searching for it.
If you're not there, then your business is off their radar.
Worse, if you are producing sub-par content, you're business is avoided or scorned.
This is where a quality Copywriter with a Marketing background can really help your business grow and succeed by connecting you with your customer on a deeper level.
In my blog, Is a Copywriter Who You Need?, you can read more about what a professional Copywriter offers your business and how they can get you the results you deserve.
Content Marketing is a powerful medium in which to reach people today.
Why?
Because people don't want to be sold to anymore. They don't want to be pressured, convinced or deceived. Instead, they want to be valued, empowered and educated.
They demand choice and information to make their own decisions, rather than being pressured into a purchase. This means they actively seek accurate and engaging content from your brand, on their terms - whenever and where ever they're searching for it.
If you're not there, then your business is off their radar.
Worse, if you are producing sub-par content, you're business is avoided or scorned.
This is where a quality Copywriter with a Marketing background can really help your business grow and succeed by connecting you with your customer on a deeper level.
In my blog, Is a Copywriter Who You Need?, you can read more about what a professional Copywriter offers your business and how they can get you the results you deserve.
How do you work with a copywriter?
If you hire a copywriter, ensure you:
- Have a solid strategy and a brief from the start
- Ask for their credentials and past work
- Discuss costs, fees, time frame and deliverables (you get what you pay for!)
- Let them be creative (that’s why you’re hiring them!)
- Give them feedback
- Be reasonable (as it can be subjective!)
Chapter 5
COPYWRITING TIPS AND TRICKS
4 Tips To Cut Through Content Clutter
How do you write a blog?
Have more questions?
What Is Copywriting?
Is a Copywriter who you need?
How do you create captivating content for your audience?
What's The Trick To Effective Copywriting?
Why choose Melotti Media to write your content?
What is the difference between Marketing and Advertising?
How do you ensure my Content Is Engaging, Relevant and Fresh?
How Do you Deal With Subjective Opinions and Feedback regarding my Work?
What are the Ethics involved with Commercial Copywriting?
Why Do Businesses Need A Copywriter?
SEO or Your Reader: Which Comes First?
How Do you Keep My Comments Professional While Editing?
Is a Copywriter who you need?
How do you create captivating content for your audience?
What's The Trick To Effective Copywriting?
Why choose Melotti Media to write your content?
What is the difference between Marketing and Advertising?
How do you ensure my Content Is Engaging, Relevant and Fresh?
How Do you Deal With Subjective Opinions and Feedback regarding my Work?
What are the Ethics involved with Commercial Copywriting?
Why Do Businesses Need A Copywriter?
SEO or Your Reader: Which Comes First?
How Do you Keep My Comments Professional While Editing?