Content is king

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It’s still surprisingly common to happen upon a professional-looking website with content that fails to capture the audience’s interest. It’s a competitive world out there, so if you’re serious about saving time, money and getting the results you need, using a copywriter is the best option.

One day I will find the right words, and they will be simple.

Jack Kerouac

Cost is always a concern with any marketing project, but failing to use a professional copywriter, particularly for your high profile communications – websites, corporate reports, brochures or animations – can be false economy.

A professional writer will produce concise and captivating copy and order information to give it maximum impact. They’ll create content that people will want to share – helping you to reach a far wider audience. Use anyone who isn’t a confident and experienced writer and the result will be anything from underwhelming to, potentially, brand-damaging.

What’s on your radar?

If your next communications project has a large content element, here are five reasons why professionally written content is vital.

  • Get results. The best copywriters understand people. They’re able to get into your audience’s head and under their skin, attracting and capturing attention by answering the audience’s fundamental question: “What’s in it for me?” Ultimately, people only read – and act upon – what interests them, and they’ll read your communication if it speaks directly to them.
  • Broaden your appeal. Good writing uses clear and concise words and sentences – in short, Plain English. It uses ‘you’ and ‘we’ to sound approachable too. Meaningful headings, subheadings and bullet points break up the information, signposting the reader to key areas of interest. A combination of statements, commands and questions creates interest and flow. All of this adds up to an accessible communication that’s easy to read.
  • Inform, educate and entertain. Good writers use a range of content types and formats to appeal to readers, from description and quotes, to case studies, stories and statistics, all showing (rather than telling) the benefits of a product or service. They will also write in your brand’s tone of voice, ensuring that content sounds consistent with what readers expect to hear from your brand.
  • Take a rigorous approach. A good writer will include all the must-have elements that your communication needs, including a clear and concise call to action. This tells the reader what they should do now: make a call, send an email, download a file, visit a website etc. When you’ve worked hard to get your reader interested and ready to act, make sure you give them the chance to do so.
  • Emphasise your quality. It’s clear when a website has been written with care. A trained eye will remove jarring exclamation marks, pointless capitals, misplaced apostrophes and careless spelling mistakes, and ensure that the copy flows seamlessly. It says a huge amount about your brand and business when you use well crafted, powerful content.

Blackwood is here to help you with copywriting, content strategy, brand tones of voice and training in all areas of writing and content production. Contact our team to talk about your next project.

Our 5-step guide to effective editorial will help you to check that your copy is up to the mark.

A is for audience

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