Copywriting Services and Content Marketing Models
Copywriting is the process of writing text for use in content marketing material, such as print or digital catalogues, brochures, magazine advertising or newsletters. Applying principles used in the art of storytelling to copywriting services can increase the potential content will engage the interest of the target audience and motivate them to buy a product or service. Widely used types of digital content include: blog posts, website landing pages, email sales funnels, case studies, white papers and email newsletters. Together they can tell a story that moves customers through each stage of a marketing and sales funnel, leading to growth and business success.
Using Different Copywriting Content Types
Blog Posts
Posting content written to engage the interest of their target audience can help a business increase brand awareness, by helping potential customers find answers to questions and solutions to problems. The subject matter and writing style of a blog post could be informed by researching customer data and using surveys designed to learn more about audience preferences and goals.
Read blog post articles about technology, business, creativity and society.
Landing Pages
Website landing pages are designed for a specific purpose, such as promoting subscriptions to lead magnets, or sales conversion, using clear calls to action (CTAs). They can highlight key benefits of a product or service. A/B testing enables the effectiveness of different landing page strategies to be compared.
Read a landing pages article, with an example for a fictional business.
Email Newsletters
Sending regular email newsletters to subscribers can boost sales, by delivering content that attracts interest, drives traffic and increases customer engagement. Free email newsletter subscriptions offered in return for valid email addresses, can be an effective way of building an email marketing list. Different versions of a newsletter could be sent to new and existing clients, with content reflecting their preferences, to attract new customers and retain existing customers.
Read an email newsletters article, with an example for a fictional business.
Case Studies
A case study is an analysis of a real-life situation that demonstrates the use of a product or service by a business to address relatable issues and achieve goals. Rather than tell potential customers why they should buy a thing, case studies can show examples of other businesses benefiting by using them, with results that can be measured and evaluated. Practical examples, that highlight benefits and provide social proof, could help decision makers when they are comparing alternative products or services.
Read a case studies article, with an example for a fictional business.
Email Sales Funnels
An email sales funnel is a sequence of emails that can be used by a business to nurture customer leads, build trust and convert leads into sales. Well written and designed emails sent over a period of days and weeks could answer questions and build confidence in and desire for a product or service. An email sequence could begin with a welcome message, which is followed by a lead development email, sales conversion email and re-engagement emails for inactive users. The messaging can be designed to signpost each stage of the customer journey.
Read an email sales funnels article, with an example for a fictional business.
White Papers
A white paper can highlight issues, explore viable solutions, establish domain expertise and present insights and perspectives. They can inform and persuade key decision makers, stakeholders and a general audience. In a B2B context white papers could highlight the relevant features and benefits of a product or service. As part of a content marketing strategy, they could be used to raise the profile of a business and attract the attention of their target audience.
Read a green technology article, written in the style of a white paper.
Infographics
Although not a copywriting service, suitable infographics could be used to illustrate copywriting, increasing user understanding and engagement. Their effectiveness might be boosted further if the infographics are interactive. For example, components of a machine, represented by simplified graphics, could be dragged and dropped in place on a device simulation. When key components are selected, relevant technical information could be displayed.
View interactive infographics, including a mobile phone and wind turbine.
Content Marketing Funnel and AIDA Marketing Models
The content marketing funnel and AIDA models provide frameworks around which a marketing strategy can be planned. At each stage of the customer journey the use of suitable content can motivate people to continue. The AIDA acronym represents the process of customers moving from awareness and interest, to desire and the action of paying for a product or service. Top of Funnel (TOFU), Middle of Funnel (MOFU) and Bottom of the funnel (BOFU) are the main funnel stages. Content should align with what your potential customers think and feel at each stage, moving from awareness (TOFU), to interest and desire (MOFU) and action (BOFU).
Awareness
Potential customers can find content online designed to appeal to them, making them aware of a business and what it does. For example, information rich and entertaining blog posts can increase awareness by appealing to target audience preferences and goals and demonstrating domain knowledge. Links within blog posts can lead to content rich landing pages that offer lead magnets, in return for an email address. Awareness could be increased using organic and paid search, social media and blog posts, linked to relevant landing pages.
Interest
Delivering information potential customers value, reflecting understanding of customer wants and needs could generate interest. For example, a white paper that explores complex topics relevant to a product or service, can demonstrate domain expertise, informing and persuading decision makers. Information rich email newsletters sent to subscribers could highlight features and benefits of a product or service. They could form part of an email sales funnel designed to increase audience interest. In return for valid email addresses, landing pages could offer downloadable lead magnets, such as eBooks and newsletters.
Desire
At this stage of a marketing and sales funnel customers respond to evidence that builds confidence in and stimulates desire for a product or service. For example, case studies could feature interviews and stories illustrating successful use of a product or service by existing customers. This could provide social proof and evidence to support messaging regarding features and benefits. The desire for a product or service could be increased with suitable case studies and testimonials from happy customers, highlighting benefits and providing social proof.
Action
The final stage of an email sales funnel is the action of a customer paying for a product or service. Sales conversion landing pages can remind customers of the benefits provided by a product or service, while also offering incentives and user friendly purchase options to minimise friction. Genuinely useful content customers value, such as well written and well designed email newsletters, sent on a regular basis can build long term brand loyalty.
Copywriting Services and Your Content Marketing Strategy
Running a business involves navigating a complex and rapidly changing world, while attempting to sell products and services to customers. An effective content marketing strategy enables a business to reach and engage potential customers. A large business might have a team of people doing such work, but in a small business responsibility often falls upon an individual with limited resources.
Whether you are employed as a copywriter, sell copywriting services, work for or run a business paying for such services, it is worth understanding the role of different content types in a content marketing strategy. The art of storytelling can be used to share information about a business, featuring relatable characters and narratives. This could increase awareness of and interest in their products and services, generating leads and sales.
