Content writing has never been more strategic task as it is today. The business partially or completely moved to the virtual space. Today, each company’s presence online is requisite. Given this fact, content for web is no more simple introduction of the company for a broader audience, it is an engine able to fuel business growth and to develop high brand awareness. It is important for a copywriter to create something more than a descriptive landing page. There should be a strategy behind each copy. This is what will define how successful the writing efforts will be.
Thinking “Aim”
The copy today is to serve certain aim. Descriptive representation of corporate facts do not help much. To present to the audience any fact about the company, a copywriter needs to understand what angle should be used to describe this information. It is strategically important to understand the aim. Generally, there are many different objectives a copy can serve. This is the owner of the firm, marketing manager, and copywriter personally who have to decide about what flavor a copy should have. Most commonly, the copies serve:
- To increase brand awareness. Each company fights to create and maintain the brand. A brand is an intangible asset that adds tremendous value to the company, if managed correctly. Awareness about the firm is a phenomenon that has to be maintained constantly. It is consistency of knowledge supply that permits to form a stable image of the firm in the consciousness of the consumers. Writing content to create brand awareness is a perfect solution together with other marketing promotional campaigns.
- To learn the audience. Sampling used in Marketing research may be greatly complemented by studying the audience who “consumes” the content. Looking at the statistics in web gives an impressive pool of information. This, definitely, has to be analyzed wisely, but it gives excellent overview of geography of interested audience, the age, and provides understanding of materials the stakeholders are interested most of all.
- To do storytelling. Consumers, definitely, buy a story as a part of product experience.The story evokes certain feelings, an attitude, and buyers buy them together with a service or a good. Effective storytelling needs to connect the emotions and the products and appeal to human feelings. It can be done in many different ways, a written form is equally effective as the video and audio stories are.
- To test the idea. The written content is an excellent tool to test the new concepts and learn the audience reactions. Naturally, these emotions are not to be taken as representation of the exemplary sample of the consumers, but it will give the general understanding of how potent an idea is.
Content can serve any aim and it has to. Thinking strategy when writing a piece is a correct attitude to corporate writing. A single post will, hardly, give much of information, but a set of pieces curated by the unique aim will provide information for analysis. It is crucial that the writer takes into account the end goal and crafts a copy accordingly. It is good to keep in mind that principle of writing by an objective is key to success. You can read more on the topic in “When Content Marketing Merges With Content Writing“.
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