No one is a master of suspense more than Stephen King. Stephen King expertly weaves his tales of horror and keeps his readers glued to every word, gripped in fear. Many clients admit that they are terrified at the prospect of writing content for blogs, e-newsletters and social media. But writing marketing content doesn't have to be as scary as reading a Stephen King novel. We know that these forms of marketing improve your website's SEO (Search Engine Optimization), builds relationships with your clients and establishes you as an expert in your field. So what's a non-writer to do when faced with the daunting task of writing for marketing materials?
Read and Write Often
Stephen King is a huge believer in reading a lot, writing a lot and not being afraid to fail. Good writing takes practice and a leap of faith. The more you read and write, the better you will become. Research others who are doing what you want to do and see what they are doing to be successful. If you want to build a Facebook presence, check out other companies who are doing it well. You will be surprised at how many new ideas this will spark for your own Facebook page. Sometimes the hardest part is simply getting started and a fear of failure. Fear and procrastination are two things that impede the creative process. Make it a priority to set small goals every day with your writing, and it will become easier every day.
Put Yourself in Your Customer's Shoes
Are you looking for ideas and topics to cover in your marketing materials? Speak directly to your customers and answer the questions that they often ask you. What are the topics that are most important to them? Strive to address and answer these concerns in your blog, e-newsletters and social content. "How-To" articles are a great way to answer questions. It is not enough these days to simply say how great you are on your website or marketing materials. Customers want to see testimonials from other customers, they want to see details about your business and they want to be reassured that you are the best person to help them. There are plenty of other businesses in competition with yours. Make sure your content is detailed and you will come out the clear winner and prompt a call to action.
Different Types of Marketing Writing
Here are a few types of materials that require good marketing content and the level of engagement that should be provided to the reader:
- Social Marketing – is more entertaining and is short and visual.
- Blogs – are more in-depth and detailed. They are informational and focused on a certain topic.
- E-Newsletters – provide brief articles of information. They should be small blurbs of information that link and drive customers to your website for more detailed information.
- Websites – Website writing (and all marketing content for that matter) should be geared to your Buyer's Persona. Make sure that you are addressing the information that your customers are searching for to show that you can help them with their needs.
- Printed Marketing Materials – Business cards, ads, flyers, brochures, posters, etc. All should contain simply designed layouts to capture attention and should provide calls to actions and ways to contact you.
With a little practice and perseverance, you will become a pro at writing your marketing content. After all, who knows your business better than you? But if you are still struggling, don't be afraid to enlist the help of a freelance writer. The important thing is that you engage and get your message out to your clients on a consistent basis.