Writing good, engaging marketing content is not easy. We, as marketers, must first understand that there’s already too much content out there for people to read and digest. If we want someone to give us their time to read what we write, it must be convenient, entertaining, insightful, and useful. There are millions of blogs on the internet and with more being added every day, you need to ensure your content stands out from the rest. If we lack purpose in our writing, we will fail to engage our target audience.
First, before drafting anything, take a minute to answer 5 questions that will help you to create strong, compelling content:
Who is your target audience?
The success of your business depends on the people who are purchasing your product or service. Your clients are just as diverse as their perspectives, needs and wants. This is why it is important to know who these clients are so you know how to best reach them. Before you can decide how to market your product or service, you need to develop a buyer persona – a model or prototype of your ideal buyers to inform your marketing content.
What motivates your target audience, and how can you engage them in your writing?
Keep your customers and prospects’ interests, motivations, needs, and desires in mind for every piece of content you produce – be it an ad, a social media post, a blog, or an eBook. Be absolutely certain that your content marketing is speaking directly to them in an engaging manner that they can understand and find useful.
How can you help them achieve their goals or solve their challenges?
When writing content for our clients, our goal is to do more than just entertain. We want to educate and inform our target audience about our product or service and how it will meet their needs. In a digital world highly influenced by consumer preferences, it is strategically prudent to be in close communication with your target audience to better understand their needs and meet them.
Can you validate your statements with studies, reports, or useful data from reliable sources?
To engage our readers, content must not only be well-written but also backed by data from trustworthy sources. This will establish a trusting relationship between your client and your brand by showing that you have done your research. Remember that your customers have likely done their own research long before they contacted you.
Do you have an editorial calendar in place for a regular, consistent content schedule?
Creating content may seem like a chore but it doesn’t have to be. A regular, consistent schedule can help you manage your content along with all of your other tasks. Plan an editorial calendar to map out when each piece of content will be posted, what topic it will cover, and who will create it.
Remember, what you write is a reflection of your brand. Good content writing is key in marketing – in fact, inadequate content can be a great flaw in an otherwise solid campaign.