How to write content marketing copywriting for a corporate website?
After corporate site goes online, it enters operational stage. And content marketing is one of important tasks of a corporate website. How to write text for content marketing? You may wish to think from following points of view.
Create a catchy headline
The title is probably most important part of your copy. Statistics show that around 80% of people read headlines, but only 20% read anything else.
To create best headline, you need to start with following four points—
Useful: Give you an edge that your audience can't ignore.
Urgent: Show your audience why they need to take advantage of your offer immediately.
Uniqueness. Satisfy readers' curiosity by explaining why your solution is unique.
Special Offer: Use numbers in your game as they build trust and have been proven to drive conversions.
Writing from a new perspective
Readers tend to focus primarily on first two paragraphs they see and read in horizontal mode, known as F-Mode. Therefore, an effective subheading should include most important points at very beginning. Use first few lines of your copy to shock readers with a fresh perspective and add emotion to your content to show them why they should care.
Know your target audience
Copywriters can't just trust their gut. They must take a data-driven approach and fully understand who their customers are and how product solves their problems.
When developing content ideas, try to look inside your customers' minds and see things from their point of view. One useful approach is to create buyer personas or fictitious images of your ideal customers. Your buyer personas should include details such as demographics, geographic location, and occupation. This will give you a better understanding of who your product is aimed at, what is your target audience.
By gaining a clear understanding of your audience, you can better understand their needs, passions, and dreams. This way you can create copies that directly meet their needs. This includes not only providing them with solutions that suit their interests and lifestyle, but also in a language they are familiar with.
Respect your customers
You should be direct, but don't be aggressive. Well-designed copy engages consumers as friends, which in turn makes brands attractive and builds trust in company.
Besides, good writing is powerful enough on its own. It must be genuine and not mislead customers. With this in mind, avoid exaggerating benefits of a product, using false or misleading reviews, or being condescending to your readers.
Focus on value proposition
A value proposition is an offer that explains to visitors why they should buy your product or service, and not your competitors. Please note that this is not samemine is your slogan. Basically, it is a unique identifier that shows why your product is unique. Don't over complicate things - keep your value proposition short, clear, and direct. Good value propositions include:
Short and to point
Clarity and simplicity are cornerstones of good copywriting. Be ruthless when editing: Avoid industry jargon that your audience doesn't necessarily understand or is irrelevant to, and cut out unnecessary descriptions, adverbs, and nonsense.
Benefits over opportunities
A big mistake people often make when selling a product is that they focus on features of product rather than benefits. Don't just describe product in your text. Instead, explain what your product does for customers and how it can improve their lives.
Then link it to product experience by linking product's features directly to benefits.
Resolving Customer Objections
At this stage, you should acknowledge and empathize with your readers, not ignore their upsetting objections. You need to build mutual trust between you and your audience.
One way is to add a guarantee that will prove to your readers that they will only benefit from deal and have nothing to lose. For example, you can offer a free trial to close a deal. Testimonials from satisfied customers are another effective way to answer people's doubts and allay their fears.
Deep into user psychology
The way you create copy can increase perceived value of what you're selling. For example, some companies add installment payment components to their products to make product look cheaper.
Another tip is to format your manuscript as a story. In fact, studies show that 92% of consumers prefer ads and content with a storyline.