Web copy has one grand, important purpose – it makes the sales for a website. In the base of it, we have the king of websites – content. We use it to attract an audience, showcase products, services, or knowledge, engage the visitors, and pave the way for making profit. Because of it, a copywriting strategy is the core of online site’s success.
Every entrepreneur, marketer, or a business person needs an excellent content marketing plan and strategy to create and sustain a successful campaign. When it comes to online content, the information that you deliver to the potential customer needs to be fully polished and optimized to convince them to buy.
If you want to create a great content marketing campaign that will keep the site up and running, here are seven strategies you need to follow.
1. Map the Audience
The Content Marketing Institute has reported that: ‘the only way we can maintain long-term success is to continually engage people’.
To do this, you need to know what those people want and need. Such information is crucial if you want to keep your audience happy, as well as to reach it in the first place.
Therefore, your first step is to collect information. Effective copywriting relies and depends on the data you collect. If you jump right into using some writing skills to craft content you believe will be of use to someone, anyone, you can’t expect grand success and many visitors.
Whenever you need to reach or convince someone, you need to know who you’re talking to first. This applies to every field and everything in life, including online content.
For that reason, your first step must be to find a way to detect and understand a target audience. To make things easier for you, we have made a list of questions you need answers to before you start crafting any type of content:
- Who will read your copy?
- What does that person need? Does he have a problem he needs resolved?
- What’s the attitude and mindset of that person?
- How much does that person earn on average? Does he have any purchasing range or habits?
- Is there an emotion you can apply that will make him/her tick?
- Would testimonials work with this customer? Does he need other people’s guidance to make purchasing decisions?
After a while, you’ll probably make this list wider based on your strategy and success. For now, this list is an excellent start. It will take you some time to find the answers to all these questions, but your efforts will all be worthwhile once your strategy gets you on the right foot.
2. Have an Idea to Develop
Copywriting requires a big, doable idea. Do you want to educate the readers, make them buy something, or get some information from them?
If you want to really succeed, pick one big purpose and aim in that direction. Frame all your content with the big idea you have from the start.
3. Put a Lot of Effort into the Headlines
If your headline is bad, no one will go through with reading your copy. A headline that’s too predictable and common won’t turn any heads toward your copy. An obscure and vague headline will only indicate that your story is too plain or boring. But, if you come up with an amazing, intriguing, and informative headline – you are in! Once you come up with something great, you will enjoy big numbers in terms of visits, reads, and actual engagement.
Even if you come to a point where you have a big-sized audience, you still need to engage them through writing great headlines. Otherwise, you can forget about them sticking around.
Now that I’ve come far along in getting the right number of visitors, I find it hard to always come up with great headlines. But, I’ve noticed that when I spend little time or am not really happy about the headline – my visitors aren’t all that interested in it, too.
So, now when I don’t have the motivation or time, I hire the same provider I did back in school – a website to write my essay when I needed it. They help me with the creativity issues and often provide me with the content.
But, before you get there, you need to understand how important headlines are. That data you’ve collected on your target audience is your strongest tool at crafting a headline that screams engagement.
4. Use Simple Language
It’s fine to be clever in your copy, but only if it still allows your customers to understand what you are offering. The goal isn’t to showcase how literate or poetic you can be. If you want to master the copywriting skill, you need to learn to do conversational writing. To do this, you need to use simple language and short sentences. It’s not just so that everyone can understand you – people enjoy more ‘digestible’ content over something that requires too much time or thinking.
5. Do Your Research
An excellent copywriter is a tedious researcher and a great writer in one. This means that you should dig deep and wide. Become obsessive about your content. Simple content can yield amazing results if it is based on a lot of research. You may not recognize this right away, but the audience can actually see how much effort you’ve put into research to put that content out in the open for them. If that doesn’t make you recognized as an expert, what will?
6. Know Your Destination
This may be a metaphor, but it is the clearest one you’ll ever get in copywriting. You need to know where you’re going and what you’re aiming to achieve with every piece of copy you create. If you want to stimulate some action or behaviour, know what you’re expecting. State your ideas clearly. Experiment with your content, but don’t publish just to see what happens next.
7. Make It Interesting
You can’t tell lies or mislead people, not if you want your strategy to last a long time. But still, don’t make this boring. Your job is to tell the truth, but make it interesting, fun, maybe even fascinating. Use tools like imagery, personality, humour, or controversy – all to grab attention.
The Bottom Line
Copywriting is what makes your website a success and content is the main tool you use to make it happen. By using these seven tips, you can ensure a great path for your copywriting strategy and your website’s success.