Ads, emails, video scripts, headlines, landing pages… Effective copywriting is the binding force that ties the different elements of a complete Digital Marketing plan together.
You can spend thousands on stunning video, and re-touch your company’s images for months until you hit the sweet spot. But without the right words to accompany it, your visual content won’t be getting close to it’s true potential.
Here are 4 things that are essential when crafting copy for your business in 2019.
1. Social Media copywriting is not ‘one size fits all’.
99% of modern businesses should have a social media presence. But the content on your account isn’t enough on its own – your copywriting neeeds to be unique across each of your different social channels so your message is tailored to each platform in order to gain the best results.
Some things to bear in mind:
We’re seeing more and more Instagram influencers incorporate long-form captions into their content plans, especially when dealing with complex topics like mental health or personal stories.
LinkedIn is no longer a platform just for finding jobs. Quality copywriting is becoming more and more prevalent on the platform, as users are seeing great opportunities for organic engagement through interesting content.
Facebook users expect copy to be concise, as visual content is king here. Streamlined text places greater focus on your images and videos.
2. Voice search is on the up – but that doesn’t mean you should talk like a robot.
According to ComCore, 50 per cent of all searches will be voice searches by 2020 (https://bit.ly/34tbZf1). This could mean that your content is much more likely to be recommended to potential audiences if the copy reads like natural speech.
Basically, consumers ask queries in full sentences, so you should write in them, too. Shoehorning keywords into content just to tick boxes might do more harm than good.
3. The value of scriptwriting is increasing alongside video content.
Attention is the most valuable currency in the world of digital marketing.
As people scroll through realms of content in the blink of an eye, it’s essential that a script hooks your desired audience from the get go when it comes to video.
A good copywriter should be able to craft a watertight video script that not only relates to your audience’s wants and needs, but grabs their attention from the first line.
4. Personalisation is key.
It’s not rocket science – consumers are much more likely to buy from a brand that serves them personally relevant content.
To personalise your content well, it’s worth making some notes on your potential audience personas. Who buys your goods or uses your service, and how might they like to be spoken to? What do they relate to, and what are they interested in?
This might mean tailoring content to a few different character types, but the work will pay off.
Once you’ve understood your demographic in this way, you can use your findings to personalise the content you’re showing to them.
Need help developing a copywriting strategy for your business? We’re here to help. Get in touch!