Copywriting and blogging are both essential in any business, but when it comes to their purpose, each one differs. Copywriting advertises a service or product as it directly encourages the audience to make a purchase, while blogging, on the other hand, entertains and informs the audience about the product through a related article. It is not as advertorial as copywriting.
Both, however, help generate leads and advertise products. Whether you’re blogging or copywriting or doing both, you should consider these important practices:
- Know Your Audience
Knowing and understanding who and what makes up your audience is a must, whether you’re copywriting or blogging. No matter how much traffic you get, your content is useless if no leads are generated. Just like any conversation, knowing a person’s interests, preferences, and the like is one way to create a meaningful conversation. If you want to know more about your target audience, consider working with companies like Make Your Mark Digital so that they can help you analyze the characteristics of your target audience so you can engage with them successfully.
When you’re blogging, you need to create content that relates to your audience. In copywriting, what you write should depend on whether your audience desperately needs your product or if they are simply interested in it.
Create content that can increase your leads by understanding your audience. You can do this by considering the following strategies:
- Create an Audience Persona – First, gather data about your audience by using Facebook Audience insights, interviewing customers, reviewing analytics, and creating surveys. After compiling the data, create a fictitious profile of your ideal customer. You can then use this persona to think of your audience’s needs, wants, and thoughts upon which you could base your content.
- Use Analytics Tools – Tools like Google Analytics will help you figure out whether the person is convertible into a buying customer or not. It can also help in finding keywords that your target audience is using when typing in their queries. Use these keywords when writing content for a specific audience.
- Be Empathetic – After creating your content, use your audience’s point of view to evaluate it. Consider varying perspectives, such as someone who is using the product, someone who wants to use it, or someone who is disappointed from using it. Thus, these perspectives will help you write to cater to their needs.
- Write Valuable Content
People who need useful information search the internet. Thus, the content of your writing must be valuable, as well as optimized if you want to have high-ranking copywriting articles and blogs.
In copywriting, the first information that must be displayed should be the most important. After which, you can add details to support it. Following the inverted pyramid—wherein the order of information must begin with the most important to the least—you must capture your audience’s attention with the most vital piece of information. Then, the statements that follow must engage the audience.
For blogging, on the other hand, your content should be engaging, useful, and original. Applying all these can increase your ranking, thus inviting more traffic, leads, or even a blog email list. Just like copywriting, you must present the most vital part of your content through a strong headline. Then, add thought-provoking and engaging content while also providing answers to your audience’s most common questions. Lastly, your final output must be easy to read but accurate.
To create valuable content, whether for blogging or copywriting, you must practice the following:
- Use Power Words – Instead of using dull words, use vibrant words, but don’t overdo it. These are trigger words that make your audience respond positively or negatively. For instance, you can use “breathtaking” instead of “beautiful” for more impact.
- Proofread Your Content – Mistakes are inevitable, even if you think you’ve been very careful with your writing. The best way to proofread is to sleep or leave your output for some time before rereading it so that your brain would be fresh when you review your piece.
- Rebut Their Objections – Make a list of possible arguments from your readers and make counter-arguments so you can address them.
Search engine ranking is vital as it affects your traffic and leads. Making your website rank high on search engines through an unpaid and organic process is called Search Engine Optimization (SEO). When your content is optimized, you can increase your potential readers or customers. Thus, copywriting and blogging must be SEO-friendly.
There are a lot of SEO tips on the internet, and here are some of the most important ones to remember:
- Use Keywords Correctly – Include keywords in the title, first sentence, and other parts of your page, but don’t overdo it. Instead, use alternative keywords or synonyms.
- Use Headlines – Easy-to-read copies and blog posts engage more readers. Headlines can spell the difference between an interested reader or not.
- Write More Content – Writing one blog a day does not help your page if it’s only a hundred words or so. Google acknowledges content with more than a thousand words that are useful and of high-quality.
Just because you’re selling or promoting a product or service doesn’t mean you can’t produce a well-written blog or copy. Applying the best practices mentioned above will help you achieve your goal. Just remember that when you write, you have to make it SEO-friendly without sacrificing the quality of your content.