Here are 4 tips for keeping your content fresh and staying ahead of the curve this
year.
I am sharing what the latest social media and digital marketing trends mean for all you copywriters out there and what you must do to make sure your marketing messages continue to make an impact.
Major marketing trend
Number #1 "Video Is Taking Over."
Two, Hyper-Relevant Behaviour-Based Content Is A Must.
Three, Omni-Channel Marketing Is Expected.
And four, Voice Search Is On The Rise
All 4 of these marketing trends are powered by huge advancements in Artificial Intelligence.
But, good news for all you copywriters… in my opinion, machine-learning will never
be able to completely match real, relevant and relatable copy written by a HUMAN… at
least not anytime in the near future.
In fact, I believe now, more than ever, business must rely on the creativity, empathy and intuition of copywriters to help them take advantage of these shifting trends and stay afloat in an over-saturated marketplace…
Because compelling copy + cutting edge strategies and technologies = exponentially more powerful marketing.
4 copywriting tips for staying current
and effective.
Tip #1: Be Authentic & Transparent
Authenticity and transparency have always been seen as highly valued in marketing, but
now the stakes are higher than ever.
Whereas in the past consumers may have tolerated inconsistent messaging or a lacklustre mission
statement in exchange for a “good deal”, that is simply not the case anymore With the ease and availability of countless options and alternatives out there, you can do longer afford to hide behind the faceless front that was once the Internet.
Your customers want to know who you are, what you stand for and how you do things.
Science says 86% of consumers say that authenticity is a key factor in their purchasing
decision 73% of consumers would pay more for a product if the company behind it promises transparency and a whopping 94% of consumers say they would remain loyal to a brand that provides complete transparency.
Your audience is more savvy than they’ve ever been and they’re also more intolerant
of anything that’s inconsistent or smells like bull .when it comes to copywriting, your number one job is to, first, create a distinct and memorable brand voice that is congruent throughout all your marketing touch points
From your ads all the way to your customer service responses… then, you simply just
need to BE the company your consumer believes you to be.
Or in other words, walk the talk, no matter what,And when it comes to writing offers, use REAL scarcity, explain WHY products are on sale and for how long, set clear expectations and HONOR them, communicate frequently and authentically and look to add value first.
Showcasing user-generated content, authentic social interactions, and true video testimonials are some great ways you can take advantage of this emerging trend.
Tip number 2. "Tell Stories"
Storytelling has been used since the dawn of time to share information and pass down
tradition… and no matter how much technology changes and evolves, stories will always be one of the best ways to create connection, evoke emotion and inspire action.
People will remember your story long after they’ve forgotten your sales pitch… and
in the future when marketing technologies shift, and render some content dead and some strategies completely ineffective, your stories will live on,They’re like the cockroach of the marketing world.
When the Internet apocalypse hits, if your business is based on stories, you’ll not only survive, but thrive.
So, copywritiers, start telling more real, relevant and relatable stories in your copy.
Take the time to learn and master the brand voice you’re representing and carry those
stories through multiple channels and mediums.
Tip number 3. "Answer Questions"
One major marketing trend this year is Voice Search.
By 2021, over 50% of all searches will be done through digital assistants, like Apple’s, Siri and Amazon’s Alexa.
Voice Search is becoming second nature for anyone looking for a quick answer to something and this creates a huge opportunity for you, if you know how to capitalize on it.
Because here’s the thing… the way people traditionally conduct a Google Search is very
different than the way they conduct a voice search.
Tip #4. "Make Your Copy Personalized & Interactive"
Marketing is no longer about spraying ONE marketing message all over the internet to
everyone.
The future of effective marketing will be sending behaviour-based messaging in REAL
TIME to your subscribers, based on their actions, interests and engagement habits.
In fact, internet users are expecting you to KNOW their patterns!
They want relevant content 100% of the time, and they’re often not very forgiving of blatant, non-personalized marketing.
For example!!!
you send an email to a customer asking them to buy a product that they’ve already purchased, you’re breaking rapport and you're hurting your chances of them buying from you ever again.
Unfortunately, this is a really easy mistake to make as people tend to purchase across
different email accounts and browsers and devices.
Which is why omni-channel and omni-device tracking is so important… but your messaging
is JUST as important
In fact, it’s IMPERATIVE.
Increasing personalization in your messaging across all channels can lead to a 500% increase in consumer spending.
So, copywriters, as you’re writing your sales pages, and email sequences and video
scripts, take time to consider WHO is consuming this content and how you might want to adapt these messages for different audience segments.
Often times it’s not a complete rewrite that is needed, but rather a quick update of relevant and identifying information.
Creating multiple messages for different audiences also allows you to go even deeper into that personalization for the specific reader, which means less generic widely applicable content that is almost always less effective.
Remember, if you try to appeal to everyone, you appeal to no one.
And along with audience personalization, you also want to look at platform personalization
in your messaging.Given that social media continue to attract record numbers of consumers, it’s more important than ever to make sure your copywriting is fully adapted to each platform and channel you’re using.
A Facebook post and instagram caption should be written completely differently, because those audiences engage with those platforms differently.
Lastly, copy that creates even the slightest bit of interactivity is wildly more effective
at attracting and converting consumers.
Enhanced engagement among your target audience creates a sense of trust and credibility.
So copywriters, start thinking about all the fun ways you can create personalized content
that inspires your audience to interact with your brand.
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