In recent years content marketing is becoming more lucrative. In 2022, the estimated revenue for the global marketing industry is roughly $63 billion dollars. It’s expected that the industry will further grow into 2026 and reach revenues of $107 billion dollars. The numbers are exponential. It is obvious that the industry is very optimistic about its growth.
Further proof of its viability as a marketing strategy is that 91% of marketing pros surveyed by Semrush said that they have achieved success with their content marketing 2021. This could be the reason why 73% of B2B and 70% B2C marketers use content marketing in their business’s overall marketing strategy.
Surprisingly, the pandemic helped since content usage grew by 270%. There is also a significant change in terms of how marketing strategies were adopted in view of the realities of the pandemic lockdowns. We all know that an effective marketing strategy always uses a targeted approach. During the pandemic, it became more intimate and personal. Brands opted to show more awareness of what their customers have been going through. They have carefully tailor-made their marketing content to reflect the current situation and offer solutions that are feasible and achievable. Notwithstanding, the difficulties that they are experiencing at that time.
Comparing it with traditional ads and even PPC (pay-per-click), content marketing is way cheaper. It cost 62% less than traditional marketing. The operational cost is almost non-existent. You rely on organic traffic that only needs to use certain keywords. SEO tools can also be found free to use online. In exchange though, a lot more work, effort and skills are needed to have a successful marketing campaign.
Another good thing about content marketing is that it has a high ROI or Return-on-Investment. For every dollar spent, it generates three times as many leads compared to traditional marketing. This is something to consider if your business has a limited budget.
Businesses are also increasing their types of content marketing. The main ones that marketers use are still short articles or posts at 83% and videos at 61%. Here are some examples of types of content marketing;
- Blog posts are essential in content marketing. They are easy to build and develop. They are also inexpensive to maintain. It is an effective way to reach your customers and build brand awareness.
- Infographics work best if you have a complicated idea that is very hard to explain to your customers. People sometimes need visuals to properly understand information better and quicker.
- Case studies are also convincing because it shows real-time application. The idea is already a proven concept.
- E-books and Guides or How-tos are needed for an in-depth explanation or instruction regarding your product. Customers who are in the professional fields prefer this content.
- Videos generate greater results than other types of content marketing. Popular sites like YouTube and Apps like Tiktok, Facebook and Instagram are the go-to channels for businesses who’d like to grow their social media exposure and following.
With all the details presented, you’d be thinking that content marketing is the best marketing strategy for your business. And, you’d be right about that. For a small business or a start-up, wherein there is a limited appropriation for marketing or advertising, content marketing is efficient and very cost-effective.
But, there is a caveat. Just because you have the site, the brochures, blogs and the social media platform doesn’t necessarily mean that you have a successful content marketing strategy. Because you have to ask yourself, who is consuming our content? Who is reading our blogs or e-books? Who is watching our videos? Are you turning any leads?
Google Analytics could give you an idea of how you are performing in terms of content marketing. But, if your numbers are down, it means that your content marketing is flawed. The common denominator with regard to this type of problem is the “content” of your content marketing.
What Does A Compelling Copy Mean?
Content marketing has been realized as an essential marketing strategy that needs to be adopted by all businesses. The numbers tell it all. As per Demandmetric, 90% of all organizations use content marketing. This is maybe due to the reason that 68% of readers spend time reading about brands that they are interested in. Also, 80% of people like learning about a company through custom content. And it would appear that 60% of people are moved into action after reading content about the product. That is what drives marketers to make sure that their content marketing has a compelling copy.
On average marketers spend over 25% of their budget on content marketing. According to Siegemedia, the average cost of a content marketing campaign is from $6,000 to $60,000 or more for a single month. That is a big chunk of money. So, you have to make sure that it is worth every penny. Your content marketing needs results.
To generate the needed traffic for your content marketing you must have a compelling copy. It is like when you read the travel section of the newspaper. A well-written article about a trip abroad with vivid depictions of the scenery and cuisines could cause you to think of making the trip yourself.
A compelling copy will drive your intended reader to action. It is effective, persuasive and very convincing. If it is a product, you’d want to buy it. If it is a service, you’d want to experience it. Even if it is just signing up for the newsletter, you’d want to be a part of it. Because that is the main goal of your content marketing, to generate leads. And, for these leads to be converted into actual sales.
How to write compelling copy?
There are a few key elements. One of these is that your copy should be written with your target audience in mind. It should be written in a way that addresses the pain points of your customers by offering your product or services as a solution for their predicaments.
Another, is that it must be clear and direct to the point. You only have a very limited amount of time to attract and convince your readers before they get bored and move on to other things. You need to have them at the get-go.
Lastly, there should be a call-to-action or CTA. A compelling copy will be persuasive enough to ask your readers what you want them to do next. Be it purchasing your product, availing your services or signing up for a subscription.
Those are the key elements you have to keep in mind on how to write compelling copy. But here are a few more tips to help you out.
Tips for Writing Compelling Copy That Drives Results
Here are some tips for copywriting that could guide you in producing compelling copy.
1. Know your Audience – Understand who you are writing for and what they want to hear.
One of the basics of a marketing strategy is knowing your target audience. Who are the people you want to sell your products or services? Demographics like gender, age, location, etc. would be crucial information because these will affect how you write your copy.
For example, a very business-like and technically-oriented article would not be appealing for a younger demographic. A very vibrant and energetic tone of voice will be out of place if you are selling mortuary equipment.
Knowing your audience will also give you an idea about their pain points. This will give you an idea on how you’ll introduce your products and services as an answer to their problems.
2. Use Action-Oriented Language – Make sure your copy is actionable and encourages readers to take the desired steps.
If you want your customers to do what you want them to do after finishing your content, use actionable words.
“Sign me Up”, “Call Us Now”, “Select my plan”, and “Book a Demo”, are phrases that you need for your customers to take action. Be more specific with your words. Use verbs in your phrases to create more impact. Personalization also helps make the transaction less cold and distant
You can also use words to motivate them like “ Start Your Free Trial Now” and “Don’t miss out”. Scarcity and urgency are great motivators. So, you can use phrases like “Limited Offer”, “Offer ends on (date)” and “While stocks last”.
3. Write Short Concise Sentences – Keep sentences short and focused on one point at a time.
Like previously discussed, you have a very limited span of time to hold your customer’s attention. They get bored easily and move on to other things immediately. The best way on how to write compelling copy is to be short and concise.
Make sure not to be carried away by your narrative. You can easily lose focus on what you are trying to convince your customer to do and be all over the place. Having short concise sentences will make it easier for your customers to understand what you are trying to say. Instructions are also easier to follow and customers are much more responsive when they don’t have to spend time analyzing your content.
4. Focus on Benefits Over Features – Describe how the product or service will benefit the reader instead of just listing features.
You have to identify your customers’ pain points and solve them. You have to understand what difficult challenges your customers are facing and be in a position wherein you could offer your products or services as the solution. According to IBM, 78% of customers don’t feel understood by brands. It is vital that customers feel that you recognize the hardship that they are going through.
Make sure that your copy is less structured and business-like. Be more intimate and impersonal. Use a second-person perspective as a point of view. Use “you” to address the reader. This will immerse them in the narrative and make them the main character.
Emphasize the benefits that they’ll gain. Make it clear how your solution will relieve them of their current difficulties. This will help you how to write compelling copy.
5. Avoid Jargon and Buzzwords – Stick to language that is easy for everyone to understand.
One example of copywriting tip is to avoid colloquialism and slang in your copy as much as possible. These types of vernacular are not often understood by the majority of people and would often cause misunderstandings. You need clarity in your copy.
Think about your readers. How can you effectively communicate with them? Have some idea about their background. Find out the things that they are interested in. Why would they be interested in your content? These things will guide you in making a copy that is perfectly catered to your readers.
Use simplified language. Imagine your reader is in high school or even younger. Will they understand your copy? This doesn’t mean that you are dumbing down your copy. You can still use technical terms but it is preferable if there is an alternative way to explain it.
Avoid legal language. Your “hereafter” and “therewith” are annoying. In business, avoid meaningless filler phrases like “ For all intents and purposes”. They are empty and don’t add anything to your copy.
6. Add Visuals to Break Up Text – Utilize images, videos, infographics etc., as needed.
It could be quite overwhelming if you see a whole lot of text to read. Not only that, you also feel discouraged and would rather do something else. Your mind also wonders in the middle of reading the text causing you to understand nothing. And, most often than not, you’d skip sentences just to finish reading. This results in missing some details that will affect your overall understanding of what you have just read.
Include images, videos, infographics etc., in your copy. This would make your copy much more interesting. There would be colors and shapes that would appear in a sea of words. Your readers will be more inclined to read the copy. And since the images will act as a sort of a “break” for your eyes, there will be less eye strain.
There is an increase of 78 % in learning and information retention if you use visuals. And using colors in visuals motivates readers to read content by 80%. So, adding these to your copy can make it very compelling for your customers.
7. Showcase Testimonials and Reviews – Include customer reviews in your copywriting to help build trust with potential customers.
Online reviews and testimonials have been proven beneficial for businesses. It is said that 72% of consumers say positive testimonials and reviews increase their trust in a business. It is building credibility and trust with your customers. Because customers would rather hear a fellow customer’s comments about a certain product than the comments of those of the company’s employees or owners. It is a form of social proof.
8. Incorporate Storytelling Elements – Use storytelling elements such as characters, plot points, suspense, etc., when possible.
How to write a compelling copy? You need to incorporate elements of storytelling to make your copy engaging. Because everyone loves a good story.
What you are after is to form an emotional connection with your customers. Sharing your company’s aspirations and dreams would enable you to form empathy with your customers. Your customers would feel that they share common values with your business creating the foundation for brand loyalty.
Write about the journey of the company from humble beginnings to what they are in the present. Do not exaggerate accomplishments. One of the tips for copywriting is to avoid exaggeration. Because an honest line is much more pleasant and warmer.
9. Optimize For Search Engines (SEO) – Research keywords relevant to your topic and incorporate them into your content strategically.
Your SEO keywords are vital if you want people to find your website through search engines. You have to know what your potential customers are typing in those search engines when they are looking for products or services. A well-optimized SEO will land your website on the top pages of a search engine results. The easier the customers find you the better the chances of them clicking on your website.
Find the best of the most relevant keywords that will attract traffic to your site and ultimately have the conversions that you want. Use keyword research tools that are available online to help you form a keyword list. Also, make sure to update the keyword lists regularly because you might use the same keywords as your competitor. This might cause your ranking in search engine results to go down.
10. Proofread And Edit Your Copy – Always review your work thoroughly before publishing it online to ensure accuracy and clarity.
One of the most vital copywriting tips is to always check your work before publishing.
Go through your copy as many times as possible. Look for errors in spelling, grammar and composition. Spell checkers are available in all writing apps. Both Windows and macOS have available spelling and grammar checkers in their Word and Pages documents.
Do not hesitate to remove sentences or even paragraphs in your copy if needed. No one wants to read an article that is just full of words and does not have any context. Do not use fillers. It is empty and annoying. Edit out those that are unnecessary.
Fact-check everything on your copy. Make sure that all your information is accurate, If need be, clearly indicate your sources. You need your readers to feel that what they are reading is both informative and truthful. This will help you gain trust and loyalty among your readers.
You need a compelling copy for your content marketing. Because people will gravitate toward content that is both entertaining and informative. Whatever form of content marketing you use, be sure that it is the most effective and efficient way to reach your intended audience.
The most important thing to remember is that you have to know your audience. Know them like you know your best friend or family member. Because this affords you to know intimate details about them. What they like and what they don’t like. What are their desires and aspirations? What makes them happy? All these questions will help you curate a copy that is tailor-made for them.
So be involved. See your audience as more than your customer. Be a friend.
|Jacqueline Aguilar, Removal.AI|
Jacqueline Aguilar has a degree in Communication Arts and is an avid reader. Writing comes second in her list of passions.
She has an interest in Photography, Film, Music, and Tech.
Currently holding a desk job and is writing content marketing as a creative outlet.