Writing engaging marketing content is not easy. 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 timely, entertaining, insightful, and useful. We’re only able to engage our readers if we’re able to deliver all of those components in a well-written manner that’s backed by data from trustworthy sources.
When writing marketing content my goal is to do more than just entertain; I want to satisfy my target group by educating and informing them about my product or service, while establishing a trusting relationship with the brand. If I lack purpose in my writing, I will fail to engage my target audience.
So here are a few tips for marketers challenged with the task of creating strong, compelling content. First, before drafting anything, take a minute to answer a few questions:
- Who is your target audience?
- What motivates your target audience, and how can you engage them in your writing?
- How can you help them resolve their problems or challenges?
- Can you validate your statements with studies, reports, or useful data from reliable sources?
- Do you have a calendar in place for a regular, consistent content schedule?
Good content writing is key in marketing – in fact, inadequate content can be a great flaw in an otherwise solid campaign. Keep your customers and prospects’ interests, motivations, needs, and desires in every piece of content you produce – be it for an ad, a social media post, a blog, or an e-book.
What you write is a reflection of your brand. 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. Be absolutely certain that your content marketing is speaking directly to them in an engaging manner that they can understand and find useful.