What Quality Copywriting Means
March 20, 2013 - Marketing
Anyone can sit down and write content for a marketing campaign. After all, they are just words about whatever it is that is being marketed. If this is the way you feel about your upcoming marketing campaign, you could not be more wrong if you tried. In marketing, content is everything. A strong marketing campaign must possess strong content if it is to succeed. If you cannot hold an audience captive long enough to convince them that they cannot live without your promoted products or services, your so-called marketing campaign is dead in the water. If you need this kind of content for your campaign, read on and see how it is done. Squeeze Every Last Drop from Your Strongest Content Strength in advertising comes not from flashy pictures, dazzling graphic designs, or even a good product, although these are all part of it. Real strength in advertising comes from your ability to hold a reader from the very first word to the period at the end of the last word. The longer you can keep a person in front of your product, the more likely they are to purchase what you are selling. A good content marketing campaign is one that can take something that works and spin it so that it works just as well in another form as it did the first time. Words of Liquid Gold When you create the perfect content marketing campaign, you have liquid gold in your hands just waiting to be cast in to a variety if beautiful forms. That is the beautiful thing about interesting content that captures the imagination, peaks the interest, and captivates the mind of the potential customer while giving them the information they need to make a purchasing decision. It can be used in so many creative and productive ways before it is archived. The Music of Content The song What a Wonderful World was a hit the first time Louis Armstrong sang it in his gravelly voice. It continued to pop up on the top 100 charts worldwide even though it was changed or adapted by people like Kate Melua and Eva Cassidy, Israel Kamakawiwo’ole, and Pat Byrne. The words did not change but the way in which the song was presented did. In marketing, a successful content marketing campaign writer can take the same interesting content and spin it to captivate the public over and over, effectively squeezing sales out of its strength. Same Content, Different Words A series of articles serve as inspiration for blog posts or even an eBook. Your extra-long whitepaper that is overloaded with information can become a series of articles or newsletters. Last week’s social network posts can be rewritten and easily flow into a podcast series. Once you have interesting content that is strong enough to drive the kind of sales that make you sit up and take notice, you do not throw it away; you adapt and mold it into new and exciting things. How It Is Done If you want to launch a successful marketing campaign, begin with interesting content. This includes the title, which is the first thing someone sees that grabs his or her attention. The first paragraph tells the reader what they are about to experience in the rest of the feature in such a way that makes them want to continue. The next subtitle peaks their interest even further. Once you get a potential customer into the second paragraph, you can keep them reading with eye-opening information about your product or service that they now have to have. This is the strength of good, solid content writing at its best.