In the last half century, marketing has seen a 180 degree pivot in consumer expectations and authority. The power has shifted from the hands of marketing companies to the key-tapping fingertips of consumers. What’s more: research shows businesses have roughly 7 seconds to make an impression online. So how do you sell your brand to a consumer and make them think it was all there idea in 7 seconds or less? The answer is good content. With audiences now in control, content has risen to the top of the marketing tool list, so let’s talk about making the best content possible.
What Is “Good” Content?
Good content is relevant, educational, entertaining and on-brand. High quality business copywriting, or content, is key for the promotion and maintenance of brand equity for small businesses. It helps to educate your audience and promote your business in ways a logo could only dream to. There are many forms of business copywriting that can elevate the reputation of your small business:
- Website copywriting for websites and lead generation or lead capture pages helps to create a uniform message for your audience to land on.
- Creating educational pieces like eBooks, pamphlets, blog posts, infographics provide further avenues for your audience to discover and experience your brand.
- Article marketing and native advertising, while intimidating to some small business owners, is a worthwhile educational route to get your name and credibility out there.
- Despite the deceivingly informal arena of social media, good copywriting goes a long way if you want to attract your audience on Facebook, Instagram, Pinterest, Twitter, LinkedIn, etc.
- Fundraising pieces like grant proposals and even press releases benefit from quality, branded business copywriting. (Yep, your brand should stretch as far as your requests for funding.)
What Is “Content Marketing”?
Today, consumers are equipped with far more than purchasing power, and they want brands to respect them as individuals. Content marketing allows you to satisfy this need while attracting your audience to your brand’s experience. What does that mean? You might ask:
- Content Marketing influences consumer purchasing decisions.
- Content Marketing amplifies your brand philosophy, vision and goals.
- Content Marketing contributes to your brand equity.
- Content Marketing showcases your expertise.
- Content marketing provides relevant content (educational, entertainment or otherwise) for the consumer to use at their own leisure.
What’s The Minimum Amount Of Copywriting I Can Get Away With?
It’s common for small business owners to shy away from copywriting altogether, but that only hurts your brand and, as a result, your wallet. The good news is you can repurpose relevant content and see the same results. Common types of content to repurpose include:
- Seasonal tips
- Excerpts from articles
There’s a whole lot of business copywriting types to take advantage of, but as a small business owner, writing is likely the least of your priorities. While not all business owners need to take advantage of every writing type, it is necessary to write for your main traffic areas. Some key types to write for include:
So how does content link to sales? It’s all about the Calls to Action. Calls to Action are the links from entertaining content to purchase decisions. Learn more about creating engaging calls to action here.
Who Can Help Create Content?
If you’ve decided writing content isn’t for you, there are professionals you can hire for the job. Business and Website Copywriters work in Branding agencies, Advertising Agencies, Marketing Agencies and as freelancers. Before selecting a copywriter, do your research. Ever since the internet and self-publishing, the population of “writers” has grown immensely, so make sure hire a qualified, credible copywriter who knows a thing or 30 about business copywriting.