Copywriting isn't just about selling; it's also about influencing!
Today, limited attention spans and media-rich digital experiences mean that people aren't as susceptible to long-form sales content like the 10,000 word sales pages so many affiliate marketing programs are known for. Today's copywriter is taking their cues from the masses and are editing their long, drawn-out explanations into Tweet-able sized bites. Make sure your current and potential customers can digest your content quickly and easily.
Whenever possible, marketers are throwing out words as the basis for their content and opting for an infographic. An infographic developed for the Uberflip blog shows that infographics have seen the most growth in the world of content development, growing from a 51% utilization in 2013 to 62% in 2014.
Traditionally, businesses have opted for outbound marketing to draw customers and clients in. Popular options included print ads, radio, television, and billboards, just to name a few. However, as more people are increasingly burdened with marketing messages and promotional media they are getting better at tuning those marketing messages out altogether. How do you get around that?
One of the most effective ways to get around these automatic content filters that people adopt, organizations are thinking smarter—not harder. Instead of spending a lot of money on traditional media, businesses are targeting their messages to specific audiences and delivering that content on platforms that where audiences have common interests. Blogs, social sharing, email newsletters, and white papers are taking on more of the marketing burdens, and all of these items require the writers to have at least a rudimentary understanding and skill in copywriting.
Once upon a time, content creators established their editorial calendars weeks, months or even quarters in advance. Today, this is still considered a “best practice” in the industry, but more time should get devoted to spur-of-the-moment and timely content that isn't anticipated.
The trick is finding a proportional balance of predetermined content versus spontaneous content that's crafted before headlines go viral.
Struggling to find your place in the emerging realm of content marketing? Don't worry—you're not alone. For more information and insights on copywriting and other critical elements of your marketing strategy, contact us today to learn how we can help you maximize your results.
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