Debra Jason shares her insight on how to get excellent copywriting for a brand new or revamped website.
Most notably, she shares how to avoid investing more than you gain from your content by sharing her four planning pointers.
These four steps cover the basics of generating a personal brand and authority in your industry – from finding your voice to clarify and reaching your content marketing goals.
4 Planning Pointers for Effective Content Marketing
Content marketing requires a team of copywriters, designers, and marketing agencies. All must work in tandem to generate high-quality, first-rate content. To do that, you must complete four critical steps.
1. Clarify Your Goals
Before you create a website or order content, ask yourself why you have a website. What do you want to achieve? What is your brand purpose? You cannot create content if you do not have a target for the content to deliver.
Once you have a distinctly defined goal, you would communicate that intent to the person writing your content. Also, identify your tone with the content – such as educational, catchy, fun and flirtatious, or sales.
2. Describe Your Product or Service in Detail
If discussing products or services, how will you tell the customer about those items on your website? If you want a copywriter to create compelling content, they need to know the challenges that your product or service addresses. Ultimately, the benefit it offers the consumer, and why they should choose yours over the competition.
3. Identify Your Target Audience
Step one and two identify your product and your goals. Now you must identify the person who is expected to read and engage with your brand. Who do you primarily serve? Perhaps you are a business professional offering coaching to middle-aged corporate executives? Maybe you target self-help fans? You must identify your target audience so that your content is written for their personalities, spending habits, and desires.
4. Define Your Brand
Your website copy and tone of that copy must portray an image. It needs consistency, and you must carry that tone through your products, social media, and all marketing materials. To do that, you must first identify your brand’s personality.
Are you a large, friendly and funky firm? Perhaps you want to portray eloquent products and practical expertise?
Increasing Readership is as Easy as 1, 2, 3, 4…
These four steps clarify how you can improve readership and carry your brand to the next level. There are seven steps to better copywriting, but Debra highlights these four as a starting point.
Now is the time to sit down, find your voice and clarify where you want your content to take you.
Once you have completed these four necessary planning steps, you can move on to the next webinar series to hear steps five through seven – which will take your readership even further.