So you’ve got a whole heap of marketing copy that you need to rattle off on a regular basis. That should be a piece of cake, right?
Well, it’s a bit more complicated than simply working out what you need to create and sitting down in front of a keyboard. While copywriting can get easier with experience, it’s definitely not as straightforward as the experts make it look.
If you are a relative copywriting novice, or you want to work out ways to enhance your output, here are some tips that will help you on your way.
Adopt AI-powered tools
The era of flesh and blood humans having the monopoly on writing copy is over. Today, you can use an AI writer to create content based on just a few key elements, or to augment and overhaul your own efforts.
The perks of relying on an AI copywriting tool rather than doing all the heavy lifting yourself are obvious. You’ll get more work done in less time, and can also be certain that the AI copywriter is producing entirely original content.
So worrying about getting copyright strikes, or being penalized for recycling content from elsewhere, will become a thing of the past.
The main issue with this approach is that any AI copywriting tool worth its salt will cost money for you to use. The efficiency and uniqueness achievable, especially if you need to generate a lot of content, should make this more than justifiable.
Aim for a consistent tone & style
If your marketing copy is going to be seen by the same audience on a regular basis, then it has to be both internally consistent, and also coherent when compared with your broader brand identity.
There’s no point changing the tone of your copy from post to post, or taking an approach that doesn’t gel with the industry you occupy or the customers you are courting.
That doesn’t mean you have to stick with every stylistic choice indefinitely; if you aren’t getting the results you’re looking for, then strategic changes will be needed. However, hammering out a house style for copy and staying within its boundaries is better than confusing your audience with erratic swings or obvious inconsistencies.
Modern life is busy, and most people don’t have the time or the inclination to read reams of text. That’s why marketing copy works best if it is short and to the point.
Obviously the length of the copy will have to be determined by the purpose it serves. You shouldn’t skimp on the word count of a piece that’s dealing with a complex product or service, for example.
It’s about judging what’s right for the format, and more importantly about avoiding overlong sentences. Language choice also matters here, although not in the way you’d think. Simple words can work, but not if they aren’t in keeping with your brand’s image and tone. Speak to your audience on a level pegging, don’t speak down to them.
Use keyword research
Picking the right keywords to form the foundations of your marketing copy is still useful, both to keep content relevant to readers, and to appease search engine algorithms.
Unless you are already an established brand with a big reputation and a strong online presence, targeting high profile keywords is essentially pointless, as you’ll get buried in the search rankings. Instead, research keywords related to topics you’re talking about, and see if there’s an untapped or underrepresented niche that’s ripe for exploitation.
Also aim to avoid over-optimization with regards to keywords. Just because you can use your target phrase, doesn’t mean you should stuff it into every sentence.
Earlier we talked about how important it is to set a consistent style and tone to your copy. This is easier to achieve across an entire team if you document all of the aspects of this, and don’t leave room for ambiguity.
With the right tools and the right instructions to hand, almost anyone can create compelling copy today. It’s just down to you to give them what they need to succeed in this context.
End on a call to action
Finally, be sure to add a call to action (CTA) to your marketing copy where appropriate. This usually means including a concluding paragraph that encourages the reader to take the next step, whether that’s visiting a product page, signing up for a mailing list or following you on social media.
Even CTAs that aren’t designed to convert to a sale can still have a positive impact. As your campaigns gain momentum, you can also look to see which copywriting strategies work best, and which aren’t clicking with your target audience, so that changes can be made and improvements implemented.