In digital marketing, effective copywriting is a real art form. It has to be engaging, informing, useful and often persuasive. If you’re struggling to get your message across clearly or you’re finding your copy isn’t converting, we’ve put together a handy list of the 5 Ws you should keep in mind when writing – either for yourself or your clients.
Whenever you’re writing anything for a marketing purpose you must first think about who you’re writing this particular piece of content for. You should always aim to tailor your content to your target audience so you can hone in on their wants, fears, goals and interests.
What is your goal with this piece of content? Are you trying to highlight a specific product or service with a view to increase conversions? Is it to help increase rankings? Is it a brand awareness piece? If you don’t figure this out before you start writing two things can happen. Number one, you’re probably not going to achieve what you want. And number two, you won’t be able to accurately measure the efficacy of your content
Where are you directing your audience within the piece? Including a clear call-to-action can make your copywriting more effective and spurs them into actually doing something after they’ve consumed your content.
When you publish can play a vital part in the success of your content. Writing about topical, seasonal or trending topics can be a great way to engage with your audience and capitalise on their interests. It’s also worth looking into which time of day, or even which day is best to post depending on your audience’s research habits.
And ultimately, with any piece of content you’re creating, you need to be asking yourself “why would my audience care about this?” If there’s not an obvious answer – or you can’t find an angle that’s important to the customer – your content is probably self-serving and should be dropped before you waste your time and resources on it.
Looking for help with your copywriting? We’re a digital marketing agency in Manchester with a dedicated content team that can help you out. Contact us to find out how we can elevate your content to a new level.