Content writing is something we get asked about time and time again, what to write, how to write it, what’s important and what isn’t? The reality is that good copy leads to good engagement which leads to good return. However, to write good copy, the essence of it must come from your core brand values. This is why we always tell our clients to develop a mission statement for their brand, in order to ascertain in their own minds and the minds of current or potential employees what the business is about. This is not what you sell or your day to day activities, but instead, how you want to be perceived. What do you want people to think when they see your brand? This is brand perception, how you portray your business and values to the outside world.
To write a mission statement, you really only need to answer two questions – what is your purpose? Why does your company exist? When answered this gives you the essence of your brand and what you want to achieve. This forms the framework on which you build your content, your digital presence and your overall look. It also helps define your ideal customer which is a major stepping stone to creating brand and marketing strategies and promotional campaigns and to decide what overall tone your content writing will take i.e serious, happy, humorous etc.
When you have answered the above and are happy to start writing there are generally a few rules that are of big importance which we have defined below:
This is THE most important part of your content. Without an attention grabbing headline, people will not read on! However, this can be achieved by following a few tips:
- It must be emotive. Think again about your ideal customer and put yourself in their shoes. What words would grab your attention? Then use one or more of these words in the headline. For example as designers something like ‘Top 20 best graphically designed posters..ever!’ would probably grab our attention!
- Be specific – people want to know what they are getting so don’t worry about fancy language, just get straight to the point e.g. ‘Learn to write content in 5 simple steps’.
- Keep it short and snappy! e.g ‘Build your website on a budget!’
2. BODY TEXT
- Keep it consistent with your brand.
- Create a fear factor i.e make people feel they may miss out by not calling you!
- Always include a call to action i.e a phone number, website etc or an offer.
- Include keywords for SEO purposes
If all else fails, call us today and we will be happy to help! 0879360358 or email email@example.com